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Ronald McGrathChief Technology Officer

HighRoad [email protected]

September 15, 2010

Email MarketingEmail Marketing

Seven Best Practices for Squeezing Out Maximum ValueSeven Best Practices for Squeezing Out Maximum Value



Key Takeaways

1) Newsletter Creation Best Practices.

2) Leveraging your Demographics.

3) Providing a full service Email Preference Center.

4) Mining your Email Analytics.

5) Driving Dynamic Content.

6) Personalization.

7) Testing, testing and more testing.



Pain Points of Building Newsletters

• Creating emails and newsletters is time consuming.

• The process lends itself to errors‐

• Copy and Paste technique from MS Word adds non‐compliant (WC3) HTML code.

• Deliverability issues.

• Rendering issues.

• Formatting quirks.




• Easy to add broken links.

• Sending out copy with typos or inaccurate information.




• Complex templates (nested tables) can be difficult to manipulate.

• Implementing email marketing best practices in your newsletter is based on the user’s time and expertise.



HTML for Email

There are no standards on how email clients render messages.



Email Rendering Engines



Use Tables

Use tables for layout



Using CSS

Using CSS can be rolling the dice on email rendering



Email is an Extension of Your Brand

Consistencyis

Important



“Above the Fold”

You have 800 x 600 pixels to capture your recipient’s attention



“60/40 Rule”

At least 60% of your message should be text



The Art of the Click‐Through

• Think of email as your website on wheels.

• Don’t give your recipients your articles for free.

• Give them teaser text.

• Use “Read More” links



The Art of the Click‐Through

• You want recipients interacting with your email and website.

• “Above the Fold” valuable real estate.

• Use a TOC at the top of your emails.



Email Analytics

Understand how your audience is interacting with your emails



Making Email Social



Email and Social Share



Ronald McGrathChief Technology Officer

HighRoad [email protected]

If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at [email protected]

Email Marketing Services



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