ThinData's Email Marketing Best Practices

Email Marketing
Best Practices
2009Email Marketing
Best Practices
Published byThinData. The Email Authority.T2 St. Clair Ave. East, 4th Floor,Toronto, Ontario, M4T 2T5Canada
www.thindata.com
Phone: (416) 361-3522Toll Free: 1-866-361-3522Fax: (416) 361-1265inquiries@thindata.com
Copyright NoticeCopyright © 2009 ThinData Inc. All Right Reserved. No part of this document may be copied without theexpress written permission of ThinData Inc.
TrademarksOther product names mentioned in this document may be trademarks or registered trademarks of theirrespective companies and are hereby acknowledged.
www.thindata.com 1-866-361-3522 Email Marketing Best PracticesIntroduction
ThinData has, since 1995, helped many of North America's most recognized and respected brands leveragethe power of permission-based email marketing.
In so doing, ThinData has honed email marketing best practices - those which are industry-specific as wellas those which span all industries. As a result, the email marketing best practices found in this documentcombine strategic insights as well as day-to-day tactics that produce measurable and significant results.
These best practices will help you achieve two of the most critical business goals sought today by the nation'smost senior marketers:
. Acquiring new customers. Retaining existing customers
At the same time, applying these email marketing best practices allows you to streamline processes to achievemeaningful cost-savings.
If you have any questions about how you can leverage email marketing to forward your goals or apply thesebest practices to your campaigns, please contact me directly:
Wayne CarriganExecutive Vice PresidentThinData. The Email Authority.1-866-361-3522 ext. 247wcarrigan@thindata.comwww.thindata.com 1-866-361-3522 Email Marketing Best PracticesContents
FOR ACQUIRING FOR RETAINING ARTICLE NEW CUSTOMERS EXISTING CUSTOMERS
Building and Maintaining a Strong 5 Database of New Customers .
Optimizing Your Email Database 8 of Subscribers . .
Designing a Landing Page 11 to Capture Customers .
Increasing the Success of 14 Viral Marketing Campaigns . .
16 Optimizing Your Email Reputation . .Ensuring Your Email Complies 19 with Relevant Laws .
Leveraging Privacy Throughout 22 Your Marketing Campaigns . .
The Marketer's Guide to 24 Successful Email Delivery . .
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Building and Maintaininga Strong Database of New Customers
Growing and refining your email list requires establishing an appropriate level of trust with each and every emailrecipient. Here are 10 practical guidelines to help build a list of recipients who will look forward to receiving,opening and engaging with your emails. In other words, tips for developing online relationships based on trust.
1 Be Respectful. Email is an effective tool for building trust online but, only when you solicit and respectconsent. In Canada, this means complying with the obligations for companies outlined in Federal privacylegislation (PIPEDA).
2 Be Methodical.You're building more than a list, you're building a relationship. Potential list members willneed to interact with your marketing efforts several times before you capture their trust. One effectivestrategy is to gather information in bite-sized chunks: collect name and email address during initial contactand then, gather more detailed profile information in the course of several follow-up interactions. Whetheryou are growing a list from scratch or gathering more information from current subscribers, budgeting timeto develop trust will help you manage your campaign expectations and set realistic targets for each initiative.
3 Be Clear.When building your list, clarity with respect to the actions you require from potential list membersis imperative. For example, are you asking for a box to be 'checked'or 'unchecked'? Do you want peopleto review your privacy policy or do you require it? Clear communication helps ensure that the informationyou gather is relevant and accurate, and that recipients value your offerings enough to have engagedin the actions that you request.
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Building and Maintaininga Strong Database of New Customers
4 Be Releva... [download for more]