MarketingSherpa Blog

(Editor’s Note: In a recent MarketingSherpa webinar, Top Email Tactics to Improve Relevancy & Deliverability,we received more questions from the audience than we could possibly answer in that 60-minute window. So Tom Sather, Director, Professional Services, Return Path, was kind enough to review all the unanswered questions and provide some additional information)

Q: Doesn’t the effectiveness of having a dedicated IP address depend on the amount of volume the sender is sending out? Aren’t some senders who send low volumes of e-mail actually better off on pooled IPs with a well-groomed stable of senders to help keep complaint rates down?

– Alex, email marketing support specialist in Chicago

A: During the MarketingSherpa webinar, we highlighted the use of dedicated IP addresses as one of the most effective, yet least used tactics to improve deliverability.

Because your deliverability is only as strong as your weakest sender, your mailing reputation and deliverability is at the mercy of other marketers. Can you imagine handing the keys to your marketing program over to a complete stranger? Me neither! That’s why I recommend using a dedicated IP address whenever possible.

However, you make a good point. There are some instances when using a shared IP address can actually work in your favor. If your mailing volume is somewhere between one and 20,000 subscribers, and your domain distribution consists mainly of the top four B2C domains (Hotmail, Yahoo, Gmail and AOL) and with a long tail of smaller domains, you may want to consider using a shared IP address. The benefits in this case are that you have a less volatile complaint rate, and ISPs and e-mail providers have an easier time assigning a reputation to higher-volume mailers.

If you do decide to go with an E-mail Service Provider (ESP) that uses shared IP addresses, here are some things to consider:

1. Ask for the shared IP addresses and look at their sending reputation. If they have a score of 80 or above, it’s safe to move to the next check. If the IP address has a reputation between 60 and 80, there’s some risk that you may run into deliverability issues. If the Sender Scores are below 60, forget about it. You’ll probably have a difficult time reaching the inbox, and there won’t be a lot you can do to fix that.
2. Did the ESP ask you to fill out a vetting document asking you about your sending practices? If not, then your ESP is probably letting any sender with a credit card on their network. That also means they don’t care about running a clean e-mail network.
3. Does the ESP handle feedback loop reporting and opt-out complaints per sender on the shared IP pool? If not, don’t consider using the shared IP. This means that the ESP doesn’t have ongoing monitoring of its senders to ensure they abide by their acceptable use policy. In this case, there is a very high potential of reputation and deliverability issues, now or in the future.

Most ESPs offer dedicated IP addresses for clients, but may charge a slightly higher premium because of the initial set up that‘s required. If you’re on a shared IP address, ask your ESP about moving to a dedicated one.

Q: How can you determine whether an e-mail makes it into an inbox (as opposed to a junk mail folder)  from a technical perspective?

– Denise, sole proprietor in San Francisco

Q: How do I know that e-mail got into Junk? If e-mail gets into Junk, is it considered undelivered mail?

– Elmira, marketing specialist in Toronto

A: The only way to determine your inbox placement rate is through a seed list-based monitoring system. A seed list is a list of custom e-mail addresses that is representative of the domains that make up your subscriber database. They should be included with every campaign deployment or segments so you can see if your e-mails are delivered to the inbox, spam folder, or if they’re missing (which usually means your mail is being blocked).

Unfortunately, most senders rely on the assumption that their undelivered file tells them what their inbox placement rate is. This is false because messages delivered to the spam folder, which is a folder that most subscribers never check, are reported as delivered messages. For example, you could have a 98 percent delivered rate, but a 30 percent inbox placement rate. This means that 70percent of your delivered mail is probably never seen by your subscribers, which is revenue you’ll never realize.

You can use a seed list either in-house or through a third-party vendor like Return Path. Doing it in-house can be time consuming as it requires you to sign up for e-mail accounts at all the ISPs. And you would have to pay for an account with those ISPs if you’d like more than just the data from the free webmail providers. You’ll also need to manually log into each of those accounts when you send a campaign to determine where it was delivered. Sounds like a lot of work, right? Using a third-party service like Return Path requires no effort on your end, allows you access to paid e-mail accounts (like Comcast for example), and gives you a real-time reporting interface on your inbox placement rate at all ISPs in a quick glance.

Q: I have a question about removing people based on their lack of opening e-mails. What if they are reading the e-mails in a text-only format, and therefore can’t have their open rates tracked?

– Karen, director of programs in Sacramento

A: If you’re sending a text-only campaign where reporting on open rates isn’t possible, you’ll have to rely on data such as  tracked links, conversions and website activity. You’ll also still be able to sign up for feedback loops from the e-mail providers, so that every time one of your subscribers marks your messages as spam, you can receive a copy of that message with the subscriber’s e-mail address.

You can use that data to help determine a good time to send a win-back and re-activation campaign to your subscribers. For example, a recent analysis I did for a major retailer showed that complaints were low until subscribers approached their one-year subscription anniversary. This indicated a perfect time for them to send a win-back campaign to their subscribers, which they did with very positive results. Even better, it’s not dependent on what format you send your e-mails in.

Related Resources

Call for Entries: MarketingSherpa’s 6th Annual Email Marketing Awards

Webinar Replay: Top Email Tactics to Improve Relevancy & Deliverability

Social Media Marketing…Or is it Email Marketing? The New Facebook Messages

Ten Numbers Every Email Marketer Should Commit to Memory

Fellow marketing managers, commiserate with me for a moment. I’m sure you’ve been in a similar situation. You’re given a new marketing initiative that you know little to nothing about. For some it might be Twitter. For others, maybe landing page optimization. My intimidating hill to climb, was the webinar.

While preparing for today’s MarketingSherpa webinar about email relevance and deliverability, and researching for the past couple of months on webinar creative practices, it became more evident to me that a clear marketing strategy was needed in order to produce better webinars in the future.

Highlighted below are the six tactics that I found successful for creating a clear webinar strategy and currently impact the way I plan, create, and promote MarketingSherpa webinars. And if you’re a MarketingSherpa member, we even have a complimentary Sample Webinar Plan that you can download.

Step #1: Know your deadlines and deliverables
Early communication with the sponsors, clients, and presenters is key. Email them and introduce yourself laying out a timetable for future meetings and deadlines. Once you know the key dates and information (webinar date, presenters, and topic), work backwards from the date of the webinar and set up target dates for completion. Important dates to remember include:

• Landing page setup and review
• Launch calls
• Presentation deadlines
• Dry runthrough

I highly recommend you set up a launch call to review these deadlines and discuss any concerns as well as present an overall webinar outline for a suggested topic.

Step #2: Map out an effective marketing plan
Once you have confirmed the target dates and deliverables, you can begin to create a marketing plan. This plan should include your plans on promoting the event (emails, banner ads, social marketing) along with key dates and deadlines. The difference between a good plan and much better plan is in the details. The more specific you can be with target audience, goals, and call to action, the more effective your plan will be. When this is completed, send it to all the parties involved (including your sponsors and presenters if applicable) so they can see the plan details and discuss plan specifics.

Step #3: Create relevant webinar copy for target audience
Relevancy is the key. If your audience feels that the webinar subject and email copy is relevant to their needs then you will be more successful in engaging prospects. As Flint McGlaughlin, Managing Director (CEO), MECLABS always says, “Clarity always trumps persuasion.”

Shy away from vague statements like “leading,” “best” and “most.” Be specific. For example, “Homepage Design: The five most common pitfalls and how to overcome them” Subject titles and copy that are specific may be enticing to a smaller audience, but most of the time this audience is highly interested and therefore a better lead. Always include a good call to action and use this line of thinking when creating copy, “If I am the ideal prospect, why should I attend your webinar?”

Step #4: Apply marketing promotions across all channels
Using a number of highly targeted email blasts from in-house and sponsors lists, along with banner ads, you can bring in a significant amount of attendees. However, when marketing for our last webinar 2011 Top B2B Marketing Practices: From Lead Generation to Marketing Automation, it was the social media activity (Twitter, LinkedIn, and blogs) that drove an additional 200-250 attendees within a week of the webinar. When tweeting, make sure to begin to establish the Twitter hashtag you plan to use to live tweet during the webinar.

Many companies do a number of webinars a month and using every avenue possible to create buzz is crucial to a webinar’s success. I’ve found that the sweet spot for marketing is two weeks to the day before the event.

Step #5: Preparation precedes power – practice and execution of the webinar
No matter what webinar platform you use (GoToWebinar, WebEX, ON24) it is imperative to learn the basics of these programs before you begin using them. Spend some time watching the “best practices” training presentations, and reading the FAQs and how-to sections many of these platforms offer.

Knowing the tips and tricks of how each of these platforms function will be critical to avoiding “Uh oh” moments. Familiarize yourself with the important functions, like polls, registration questions, follow-up emails, and reminders.

Also, familiarize yourself with Twitter. Establishing a Twitter hashtag, and having at least one person from your company live tweeting during the webinar, is a great way to drive conversation and interaction and also gauge the sentiment of your audience in real-time.

Bottom Line: Your preparation will give you the power you need to execute the webinar and the practice will give you the peace of mind.

Tactic #6: Follow up and review – continuing the conversation
Once the webinar has concluded, it’s important to keep the conversation going. Sending a follow-up email containing the slide presentation and any special offer material you promised is only one part of the conversation. The second important part is keeping them engaged with other webinars, articles, books, classes, and events that apply to the topic of the webinar. Think of Amazon, “Those who attended a webinar like you also found this interesting…”

It’s also important to review how the webinar went. Spend an additional five to ten minutes getting feedback from the speakers and monitoring the Twitter hashtag after the webinar concludes. This feedback will help you in making improvements in future webinars.

Related resources

Marketing Webinar Optimization: Five questions to ask yourself about webinars

B2B Marketing: Take established tradeshow best practices and adapt them for an online audience with virtual events

Members Exclusive: Download your complimentary Sample Webinar Plan

Hey email marketing managers…are you working hard to create the best possible campaigns? If so, you may be missing a huge opportunity. Check out my recent chat with noted marketing strategist and best-selling author David Meerman Scott at the recent MarketingSherpa B2B Marketing Summit…

I like campaigns myself. I’m a plan-ahead kind of guy. But David makes an excellent case for real-time marketing. In a 24/7 news world, we can’t be complacent and just set it and forget it.

He also makes a good point that massive, monolithic corporations are so…impersonal. As MECLABS Managing Director (CEO) Flint McGlaughlin says, “People don’t buy from websites, people buy from people.”

So look past your campaigns, get all of your real people out from beyond the corporate façade…and hopefully advance your career in the process.

To hear more from David Meerman Scott, join us in Las Vegas from January 24-26 for MarketingSherpa Email Summit 2011. Thanks to a generous sponsorship by ExactTarget, David will be the keynote speaker. And Flint will be speaking there as well.

Related Resources

Email Summit 2011 – Learn from Sherpa’s Latest Research, Case Studies and Training

B2B Marketing Summit Wrap-up: Quick takeaways distilled from 478 marketers on lead nurturing, social media marketing, and more

Transparent Marketing: How to earn the trust of a skeptical consumer

If you are new to email marketing this post should provide a framework to build on, and if you’re an experienced pro it never hurts to think about the basics every once in a while.

Let me tell you what this blog post – and optimization in general – is not about: it’s not about a set of “best practices” rules that you follow time and time again to achieve the best possible outcome. What this blog post is about is taking a look at the basic series of priorities in email marketing that are critical to optimizing any campaign, and how to better understand the psychology of your target audience in order to make continuing improvements to any email marketing efforts.

As a new reporter at MarketingSherpa, I’m currently taking the online certification and training courses offered by our sister company, MarketingExperiments. The first course I’m taking is about email marketing optimization. Here are a few beginner tips I’ve noticed…

Why should I give you my email address?

What are the basic priorities in email marketing? MarketingExperiments has developed a simple heuristic that puts the four critical optimization categories in order of importance:


The order of importance is probably pretty obvious – if you don’t capture an email address there’s no message to be opened. If the message isn’t opened there’s no possibility of clickthrough, and if there’s no clickthrough then the landing page won’t get visited.

All of this leads to the single biggest issue in email marketing right now – email capture has become very difficult. The people in front of the other computer screen have become very wary about spam and privacy, and very reluctantly give out their email address.

I know this. In fact I have more than one free Web-based email address, and I bet you are no different. The same goes for the people we’re trying to reach.

The value prop of an email capture form

MarketingExperiments has developed a second heuristic that is applied to each of the four categories listed above:

Don’t be put off by the possibly complex-looking formula. This heuristic is the key to understanding the psychology of your target audience. Since email capture has become something of an email marketing problem, and is the most important step in any campaign, let’s look at this formula through the email capture lens, but keep in mind it should be applied to all four critical categories.

For effective email capture (eme in this example) your audience needs to see two kinds of relevance – the offer and the incentive. The offer simply answers the “why” question, as in, “Why should I give my email address to this person/company/website?,” and is the value you promise in exchange for the address. The incentive is just what it sounds like – an appealing element in the process that helps you get an email capture. Both offer relevance and incentive relevance, done correctly, are working for you.

On the other side of the ledger, and working against your success, are friction and anxiety. Friction is psychological resistance in your audience and anxiety is psychological concern. You want to remove any concern your audience might have about providing their email addresses, but friction is a little different because you need to have some friction.

Just asking for an email address is an element of friction, and if you don’t ask for it, it’s going to be pretty tough to get that address. What you want to do is minimize the resistance in your audience and remove any concern they might have.

When you look at email marketing optimization in terms of four critical categories that can be broken down into a handful of elements shared by each category, it’s obvious that no singular set of best practices rules will give you optimal results. But thinking about each element in each category, and repeating that process on a regular basis, will help you achieve continuing improvement. Now that’s optimization.

Related resources

MarketingExperiments Online Training and Certification Courses

MarketingExperiments Email Marketing Course

Email Marketing: “I am not dead yet”

I always love attending MarketingSherpa events – the presentations are not only enlightening but also entertaining and the networking between sessions rocks! This year’s B2B Marketing Summit in San Francisco was fabulous — and for those of you who missed it, we’re doing an encore performance in Boston October 25th and 26th 2010 .

My contribution to the event was a one-hour session on effective B2B drip campaigns which was very well received. It included seven case studies of successful B2B drip campaigns from my consulting work for clients and the MarketingSherpa archives. While I don’t have space to give you all the details here (join us in Boston if you need to know!) I wanted to share some of the keys to success.

But first: are you currently doing drip email campaigns? How many of you don’t even know what a drip campaign is? About a quarter of the audience responded affirmatively to the first question – and another quarter raised their hands when I asked the latter question. So, just to get us all on the same page…

Drip campaigns take their name from drip irrigation, which saves resources by allowing water and fertilizer to be consistently delivered directly to the roots of plants. There’s less waste than with sprinklers and topical fertilizer application; drip irrigation also provides a consistent level of moisture to the soil, rather than the “soak and dry” experience that sprinklers provide.

Drip marketing campaigns are most commonly delivered via the email channel because of its short turn-around, quick delivery time and cost-effective nature. A drip campaign involves a series of messages that are sent or “dripped” in a predefined order at a predefined interval. Each message in the campaign stands on its own but also builds on the missives that have come before it. A drip campaign is a response to a specific behavior or status of the recipient – and it encourages a specific action.

Drip campaigns are most commonly used to nurture leads – they often use education, testimonials and other tactics to move prospects through the early part of the sales cycle and take them from “less than hot” to “hot,” or at least “very warm.” As with drip irrigation, drip marketing campaigns are a resource-efficient way to serve a large group of constituents.

I shared seven case studies with the audience in San Francisco – here are the key takeaways:

1. Define your Goal(s): Know what you’re trying to achieve going in – and go further to define what specific action(s) you want the recipients of your drip campaign to take.

2. Understand that Content is King: When people contact me about drip campaigns, they usually want to talk about the timing and frequency of efforts. But those factors have much less impact than the content of your program. And once you’ve fleshed out the content, the timing and frequency fall in line naturally.

3. Develop a Message Map: The first cut of this should be a brainstorming session to determine the key messages which need to be conveyed to get recipients to take the action desired. The second cut is to figure out what real-life examples you can use to illustrate these key messages.

4. Bucket your Content: After your message map is done, it’s time to separate this information into a series of efforts. There should be some content that appears in every message; but each individual email needs to focus and go into detail on some aspect of your message map. It’s not a drip campaign if you send the same information over and over again. This exercise will determine how many efforts or individual sends are in your drip campaign.

5. Decide on Your Email Format(s): Although the majority of drip campaigns utilize letter-style email messages, but newsletter, short-form editorial and other formats can be just as effective. Don’t limit yourself to one – make the format support the content.

6. Utilize Design Strategically: Typically the copy is front and center in drip campaigns; design and images should be used to support, but not overshadow, the copy. Video and other interactive media can be effective as well, but only if they support the business goals.

7. Adding Segmentation to a Drip Campaign can Increase Its Effectiveness: Creating sub-campaigns which are based on lead quality, behavior or other actions increases the relevancy of your efforts and will increase overall campaign performance when done properly.

8. Detail Your Efforts in Advance: Developing a decision tree and/or flow chart of your drip campaign provides a blueprint for implementation and will help keep you in line with your business goals.

9. Use Social Media to Drive Acquisition: Social media allows you to communicate a single message to a large group – use it to entice people to opt-in to your drip campaign so you can deliver more relevant, targeted content to specific segments of your audience.

10. Look at Overall Campaign Performance: Obviously you’ll look at standard metrics like opens, clicks and conversions by effort and then look at the average of all efforts. But be sure to take the next step and evaluate the cumulative unique campaign metrics. A key link in a recent campaign garnered an average 25% increase in unique opens send-over-send. The unique clicks on the key link increased by more than 100% after the second send; after the sixth and final send, nearly five times as many unique recipients had clicked and visited this key landing page.

News of email marketing’s demise has been around for years.

Cases in point:

• I’ve been on many panels where the topic is “Email is Dead; Long Live <Fill in the Blank>” where “the blank” is Blogs, RSS, MySpace, Facebook, LinkedIn, Twitter, YouTube – you name it. Typically it’s a point-counterpoint format, where I’m alone on one side of the stage and there are at least three “experts” on the other side dissing on email.
• News sources, from About.com to iMedia Connection to the Wall Street Journal have run articles about  all the latest online marketing tactics – and how they will displace email in a matter of months or years.
• I recently did an audit of a large organization’s email program, from acquisition through creative development and into conversions and overall performance. At a presentation to the field reps, it only took a few slides for an attendee to raise his hand and ask why we were bothering, since no one used email anymore (even though their members are career professionals in their early 20s through retirement age).
• Ever since I started my email marketing consultancy, over nine years ago, people have asked me what I was going to do when email died. Confidence in my career choice was not high.

All that said, email is NOT dead yet. Nor is it dying.

Each year, the Direct Marketing Association ranks marketing channels by the ROI generated. Email has led their rankings for a number of years; in 2010 they project that email marketing will return an average of $42 for each dollar spent, down from more than $43 in 2009. Email is the leader by more than a nose; the #2 channel was Internet search advertising, which returned just under $22 per dollar spent in 2009.

Forrester also weighed in on email earlier this year, projecting that U.S. spending on email marketing will increase by a compound annual rate of 11% until at least 2014, when it will reach $2 billion.

A recent MarketingSherpa survey found that email was one of only two tactics where more organizations increased budgets than decreased them in 2009. Nearly 50% of companies reported that their email budget increased, compared to 14% who said it decreased (the balance said that their email marketing budget stayed constant). The only other tactic where more budgets increased than decreased? Social networks and blogs, where 48% of companies increased budgets and 20% decreased them.

The latest report that supports the life left in email marketing comes from Yahoo! Hotjobs, which recently  published an article on six new careers they felt were “coming of age.” Number five? You guessed it – Email Marketing Manager. Yahoo! reports it delivers an average salary of $69,000 and encourages those interested in moving into email marketing management to pursue an MBA.

My experience in the trenches supports the health of email marketing. My email marketing consultancy has been busier than ever in the past few years. I continue to grow my client base and just brought on a new employee to help me meet the demand.

So the next time someone suggests to you that email is dying, smile and just hum the tune to Monty Python’s “He’s Not Dead Yet.” Then go back to the office and continue to hone your skills to succeed in this exciting industry which is very much alive.

Editor’s Note: Jeanne Jennings is teaching MarketingSherpa’s Email Essentials Workshop Training in 12 locations across North America this year; the next one takes place in Toronto on October 19th. She’ll be blogging about the course material and her experiences during the tour. We’re excited to have her on board and contributing to the blog.

Related Resources

Master the Essentials of Email Marketing in One Day with MarketingSherpa Email Trainer Jeanne Jennings

Email marketing Case Studies, How To Articles and Interviews

Email Marketing Awards Gallery 2010: Winning Campaign Details and Creative Samples

Despite the rocky environment for marketing budgets during the last two years, a much larger percentage of organizations increased their email marketing budgets in 2009 than decreased them, according to MarketingSherpa’s 2010 Email Marketing Benchmark Report.

We spoke with several marketers this week to uncover a few more email marketing trends. We asked for their impressions on this vital tactic’s role in today’s marketing. Here are the highlights we found:

Deeper Integration with Digital Channels

Email marketing is becoming less of an isolated silo and is taking on a more cohesive role as marketing channels further integrate. Email has long tied directly to companies’ websites, but lately it has expanded to connect with audiences via:

– Social media

Click-to-share buttons added to email messages with strong, relevant content are expanding the reach of marketing campaigns.

– Mobile

Mobile devices are frequently used to read email, and marketers are formatting messages to ensure they render clearly.

– And others

Companies are asking for customers’ email address as the points-of-sale, and they’re linking emails to videos on YouTube.

The next step, says Blaine Mathieu, CMO, Lyris, is that companies should develop an integrated mindset and plan how marketing channels could be best combined to achieve the most effective results.

Tactical Advances from Technology

– More Sophisticated Segmentation

Email marketers have long segmented their audiences to deliver customized content to increase relevancy and response rates. In the beginning, segments were often broadly determined, such as by product category or topic of interest.

Now, behavioral segmentation is more common. Marketing teams are studying their subscribers’ actions and timing and crafting messages based on their positions in the buying cycle. This technology has been around for several years, but more marketing teams are taking advantage.

– Automated messaging

“There is no way any company can interact one-to-one in a relevant manner with thousands, tens of thousands, even hundreds of thousands of people,” says Dylan Boyd, VP Sales & Strategy, eROI.

The increasing need for relevance and volume in email communication has driven the rise of automated email marketing. More teams are establishing automated email series based on events, such as abandoned shopping carts and white paper downloads. The growing sophistication of product suggestion and other personalization technologies has given these messages a personal, tailored touch.

Less Tactical, More Strategic Planning

Digital marketing has witnessed a boom in third-party solutions over the past few years. The growing lists of targeting and analytics platforms have outpaced many market teams’ abilities to leverage them, especially since many require a high-level of technological expertise to establish. However, the adoption process is simplifying.

“Especially in the last year, the tools of an email marketer and an online marketer are finally becoming simple enough to use and connected enough to each other across channels that the marketers no longer have to be a technologists – they can be marketers again,” Mathieu says.

MarketingSherpa has published Case Studies and research data on list segmentation for seven years now. We’ve got data coming out of our ears showing that if you split your list into groups by recent activity and/or demographic and send special campaigns to those groups, your response rates will soar.

Nearly everyone says: “Oh yes. Segmentation is a best practice. But I don’t have the time/money/software/energy to do it. So I’ll keep blasting my entire house list with the exact same creative and timing from now until someday.” Read more…

Retail email item: On August 27, Bed Bath & Beyond sent out a campaign that included a dedicated link for people who opened the message on their mobile phones. As part of my job of keeping an eye on as much of the email universe as possible, I signed up for a few BB&B segments – but not every single one of them – while registering at the site a number of months ago.

Read more…

For the last few months, MarketingExperiments has been testing which times of the morning work best for their webinar announcements. The results — in terms of number of signups — have been surprising. Read more…