Email Marketing Manual Feb 09

EMM Feb 2009
super efficient landing pages, email content relevancy, how to avoid being a spammer, email design…

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“Nice email, what about the landing page?”
Asks Jonathan Saipe, Email marketing consultant and trainer. Landing pages are the last point in the user journey prior to conversion but too often overlooked, so read this carefully.
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Apex Auctions Preference Centre Benefits
When you have a wide customer base, how do you keep them informed and up to date with your latest offers, whilst keeping content relevant?
Pure talks with Apex Auctions Marketing Manager Adam Taylor about preference centre benefits.
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How to avoid being labelled a spammer
We all get far more spam than mail we actually want to receive, so we protect ourselves with ever more complex spam filters. Content, IP reputation, domain reputation can contribute to your emails being junked.
Marc Munier Managing Director of Pure provides pointers to avoid your emails being labeled as spam.
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Watchfinder.co.uk check into email clinic They can run but they can’t hide
When you have something beautiful to sell, you want people to see it. But what happens if the intended audience can’t see what you want them to?
In this months Email Clinic we look at Watchfinder, who have found that their open and click through rates are not always as precise as their automatic chronograph movements.
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Training Event
Marketing TailorMade is a one-stop shop training day, featuring 16 Brand-Led Case Studies (each with their own interactive masterclass) on 8 topics.
One of the leading e-mail marketing experts at Pure, Robin Kennedy, will be presenting an informative seminar at this event.
31st March, Grange City Hotel London.
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A misleading article about SPF records

What is an SPF Record?

Paula Skaper

January 06th 2009

An SPF record is a small text file that tells ISPs who you are, and
what domains you will send legitimate email from. You publish this file
on your DNS server and more and more frequently, an incomplete or
inaccurate SPF Record will cause your emails to be blocked by the
recipients Internet Service Provider (ISP).

Your SPF record should include information about your domain and the
domains of any third-party e-mail service providers you use.

How does it work?

Any time an e-mail is sent, the receiver’s mail server checks the
domain name in the “From” field of the email message. If it matches any
of the domains listed in the sender’s SPF record, the mail is
authenticated and delivered to the receiver. If there is not a match
with the published SPF record or the SPF record doesn’t exist, the mail
fails authentication and is not delivered.

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I have spoken at length on may occasion to System Administrators about SFP records and Sender-ID etc and this is not the explanation I got from people who actually use them and manage them as part of an ESP.

We know the net is often full of misleading information but for people who do not know any better it might be all you can find?

Some recent gems from Email Marketing Reports

Boosting clicks: new results and insights
16/02/2009 20:46 Mark Brownlow:

In a previous post
I noted how you might exploit the fact that not everybody opens every
email. Adding links to articles or offers from the previous email might
catch a few bonus clicks from those who missed the original.

The concept worked well in one newsletter issue, but there were still three outstanding questions:

  • is the CTR boost sustainable across multiple emails?
  • do “old” links cannibalize clicks from the rest of the email?
  • how can we get even more out of this tactic?

I looked at the results from my last three newsletter issues to help find answers.

Each
issue featured a “What you missed…” section down at the bottom of the
current issue with short links to the last issue’s landing pages. (See an example.)

Does the CTR boost hold up?… read on

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A simple answer to complex marketing questions
18/02/2009 13:21 Mark Brownlow:

An unspoken rule on this blog is to stick to the matter in hand. But
the occasional blogging milestone draws out something a little
different (this is the 2,250th post). So…

When
I was young(er), the online world was relatively simple. Now it’s a
heaving mass of channels and technologies…all requiring their own
tactics, techniques and specialist knowledge.

Most days I feel like this.

My
first website went up in 1997 and I sold it four years later for enough
to put a downpayment on an apartment. Now it’s about to go public. What might have been? Certainly a bigger apartment.

Despite
a few missed opportunities and failures, 12 years survival in online
business inevitably means I get regular questions on what works. For
example:

  • How do we get more people to open our email?
  • How do we get better rankings at Google?
  • How do we get more email subscribers?
  • How do we get more website visitors?
  • How do I improve my personal brand?
  • How do we get more incoming links?
  • How do I get more followers?
  • How do we get more blog subscribers?
  • How do we get a viral success?

I have no secret sauce or special experience. But the answer I give and follow myself is this.. read on…
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Email marketing on a budget #3 Quick wins + simple targeting
19/02/2009 14:19 Mark Brownlow:

So you know why you want to do email marketing and you’ve grasped some basic requirements.

Now
let’s explore some of the low-hanging fruit that doesn’t require big
buck investment. In particular, can you target your message better
without getting into “advanced dynamic content” and expensive “database
solutions”?

Our panel of experts offers some answers… read on…

Permission Marketing: Seth Godin

Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious. And there’s no way they can get their attention back if they change their mind. Attention becomes an important asset, something to be valued, not wasted. read on…

Spam Lawsuit Document for Email Marketing Projects (RT @mailchimp)

Posted by Ben Chestnut on February 15, 2009 at 6:59am in Experts for Hire : mailchimp first seen on twitter

Hi experts, have you ever started an email marketing project with a newbie client, and after warning them about email marketing best practices, they tell you something like, “We’re not spammers, so we don’t have to worry about CAN-SPAM.” Or, “It’s just an email. What’s the worst that can happen?” I put together a document that links to high profile spam-related lawsuits that involve really big… read on…

Hat off to mail chimp for making it so easy to share! even though they tweet everything when their software goes pair-shaped?