Advance Praise for Email Marketing: An Hour a Day

“Email Marketing: An Hour a Day is one of the best overall guides I’ve seen for bringing marketers quickly and painlessly to a place where email can be a truly strategic marketing channel. It is, quite simply, the on-ramp for the next generation of sophisticated email marketers.”

—Bill Nussey, CEO, Silverpop; author of The Quiet Revolution in Email Marketing

“David and Jeanniey have taken their years of knowledge of the email marketing industry and stuffed them into a readable book jam-packed with little a-ha! nuggets that are certain to improve any email effort. Written to contain layers of information for all levels of email marketers, beginner to advanced, this book ensures that you will take away from it what you put into it.”

—Jordan Ayan, chairman and founder of SubscriberMail; author of Aha! 10 Ways to Free Your Creative Spirit and Find Your Great Ideas and The Practical Guide to Email Marketing: Strategies and Tactics for Inbox Success

“There is so much unnecessary mystery around email marketing. David and Jeanniey have put the myths to rest and given marketers a straightforward and actionable primer on how to build a fantastic, customer-centric email marketing program. If you read only one book on this topic, this should be it!”

—Dan Springer, CEO, Responsys; board of directors for ITI, E-LOAN, and the Randall Museum

“The world-renowned expertise of Daniels and Mullen is at its best here, because they break down the mysteries of email marketing into digestible nuggets that make it easy for every busy marketer to consume.”

—Alan Chapell, Esq., chairman and founder of Chapell and Associates

“Email marketing is a powerful tool. It is also complicated. Just when you get your strategy right, your reputation is challenged. When you fix that, your creative formats are not adhering to best practices. Email marketing could possibly be one of the most challenging and complex marketing channels out there. Knowing where to go and how to focus are key. Jeanniey Mullen and David Daniels have taken our collective challenges head-on and provide you with the solutions you need to know in this book. Read this book, and you will immediately have a better handle on your email marketing efforts.”

—Matt Blumberg, CEO, Return Path

“David and Jeanniey are tremendous advocates for the responsible and effective use of email marketing. These impressive thought leaders understand that email marketing is the backbone of all digital communications. When others predicted the demise of email, both of these industry champions defended the medium and pointed out its evolving value to marketers and subscribers alike. Their insights are thought-provoking, are humorous, and always deliver value to marketers. I read every word that both authors write.”

—Scott Dorsey, CEO, ExactTarget

“Technology evangelists are a rare breed. They not only need to be the experts in their fields—on top of every new innovation, thought, and trend—but they also need to be able to express their knowledge with enthusiasm, passion, energy, clarity, and excitement. It doesn’t hurt if they are entertaining as all get out as well. I’ve shared more stages, rental cars, airplanes, and bar stools with David and Jeanniey than I care to remember, and I can tell you these two are the best in the business. What the heck…buy the book and find out for yourself. You won’t be sorry, and you’ll be a much smarter person on the last page than you were when you started on page one.”

—Bill McCloskey, chairman, cofounder, and chief evangelist, Email Data Source, Inc.

“For any marketing channel to stay viable, it has to constantly improve. I am impressed with the enthusiasm and fresh ideas that David and Jeanniey continue to bring to the email industry. In Email Marketing: An Hour a Day, David and Jeanniey do not disappoint, because this book offers compelling and proven tactics to advance the effectiveness of email as well as practical guidance on how to prioritize and integrate emerging channels such as social and mobile communications. It’s a must-have for any marketer.”

—John Rizzi, CEO, e-Dialog

“While there are many books on email marketing, few come with the credentials and real-world breadth of exposure that David and Jeanniey bring to this research. Balancing vast experiences in the email marketing space with a very broad analyst reality of the dynamics in the channels, vendors, and market dynamics, they’ve developed a book that provides a baseline understanding of the email channel in a very logical flow and that provides the relevant context that helps marketers understand how to improve this ever-evolving channel. As two of the leading thought leaders in the email marketing space, this is a great contribution to our industry and a worthy read for anyone doing email marketing in their business.”

—David Baker, vice president of Email Solutions, Razorfish

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Copyright © 2009 by Wiley Publishing, Inc., Indianapolis, Indiana

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Library of Congress Cataloging-in-Publication Data

Mullen, Jeanniey.

Email marketing : an hour a day / Jeanniey Mullen, David Daniels.

p. cm.

ISBN 978-0-470-38673-6 (pbk.)

1. Internet marketing. 2. Telemarketing. 3. Electronic mail messages. I. Daniels, David , 1970- II. Title.

HF5415.1265.M853 2009

658.8’72—dc22

2008040281

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Thank you for choosing Email Marketing: An Hour a Day. This book is part of a family of premium-quality Sybex books, all of which are written by outstanding authors who combine practical experience with a gift for teaching.

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Acknowledgments

The email marketing is one of the most supportive and tight-knit marketing communities there is. Every person in this field truly works to ensure their own programs are fantastic yet is quick to lend a hand (or a case study) to a fellow email marketer in need. Being part of this industry gives you a sense of pride that is unmatched. With that said, there are so many people we owe thanks to for making this book the work of art that it has turned out to be. So, with no further ado, here they are.

First and foremost, a tremendous amount of thanks goes to our families (Chris, Giovanna, Kristina, Cherry, Ashley, and Ethan) for putting up with us while we took on this project. It truly has been a labor of love.

David would like to especially thank his parents and stepfather, authors and educators alike, for instilling the passion of continuous improvement and the value of authoring a published book. David is also grateful to his brother Marc who started and shaped David’s direct marketing and online commerce journey back in the 1980s.

Jeanniey would like to extend a special thank you to her parents, whose provided encouragement in whatever it was she set her mind out to do has helped build her undying spirit and perseverance in every endeavor.

Also a special thanks to David Schatsky at JupiterResearch, a Forrester Research Company, and the Email Experience Council for their generous offering of the use of data and their support of our efforts in undertaking such a project. Thanks to the entire Zinio and VIV teams for their continued support during the completion of this book at a time when we were also undertaking the transformation of the publishing world.

For those of you in the email world—a huge thanks to all of you. But a very special thanks to those who helped make this book so powerful, including the following:

Kathryn Waters, Stephanie Jackson, Andrea Allman, and Ali Swerdlow—not only great friends but the bestest girls in email

Jared Blank, the best tech editor out there

Alan Chappell, of Chappell & Associates, our favorite privacy attorney

Dylan Boyd, Boba Fett, and the team at eROI

Lisa Harmon and Aaron Smith from Smith-Harmon

David Atlas, Charles Styles, and Jordan Cohen at Goodmail Systems

Des Cahill, Eric Mott, and Ray Everett-Church

Josh Baer, Quinn Jalli, Dave Hendricks, Lana McGilvray, and the entire Datran Media crew

Lizzie Maughn and her amazing team at Think Eyetracking, who knew where we really ever looked

Matt Blumberg and the knowledgeable Return Path team

Chip House, Morgan Stewart, Jeff Rohrs, and the entire crew at ExactTarget

David Baker, Chris Baggot, Bill McCloskey, Jeanne Jennings, Reggie Brady, and the entire old-school team of email marketing experts that contributed to this whole phenomenon

Loren McDonald and the team at Silverpop

Craig Spiezle of Microsoft and of Authentication and Online Trust Alliance (AOTA) fame

Willem Knibbe, Jim Compton, Kim Wimpsett, Melissa Lopez, Pete Gaughan, and the entire team at Wiley

And to MP for knowing how to inspire a great final product

Lastly, we’d like to acknowledge you for taking the time to pick this book up and begin the journey that we believe will make you a master of email marketing.

About the Authors

Jeanniey Mullen is executive vice president and chief marketing officer for Zinio, the global leader for digital publishing products and services. She holds the same position for VIV Magazine, the first fully interactive and all-digital lifestyle magazine for women. An accomplished expert in the email and online marketing world, Jeanniey is recognized as a pioneer and visionary, advocating for and driving change that redefines the impact of various marketing channels. Prior to Zinio and VIV, Jeanniey was the senior partner and global executive director of the Email Marketing and Digital Dialogue Practice at OgilvyOne Worldwide. In 2005, Jeanniey founded the Email Experience Council and currently maintains her role as its executive director.

A digital entrepreneur, Jeanniey founded and ran her own interactive agency as well as an online entertainment marketing company from 2001 to 2004. Prior to that, Jeanniey started the first agency-run email marketing division at Grey Direct. Jeanniey also held a number of roles at JCPenney, spanning an eight-year period.

Jeanniey is known as one of the most well-respected voices in the world of email, digital publishing, and online consumer brand awareness. She is a columnist for ClickZ, has published numerous white papers and best practices guides, and has been quoted in the Wall Street Journal and New York Times numerous times. She is on the board of advisors for a number of online marketing companies and events and is a frequent keynote speaker for various companies and organizations including the Direct Marketing Association, Shop.org, OMMA, IBM, NaturesMade, and the American Association of Publishing.

David Daniels is a tenured multichannel marketer, consultant, and researcher, and since 2000 he has been the leading analyst voice shaping the email marketing industry. David currently serves as vice president and principal analyst at Forrester Research, which acquired JupiterResearch in July 2008. Prior to Forrester’s acquisition of JupiterResearch, David served as vice president and research director of the company’s successful Operations and Industries product grouping where he authored and collaborated on market research that informed, evaluated, and accurately forecast the future of the broader online economy. David’s compass-setting research studies on email marketing are familiar and cited throughout the industry. With 20 years of experience in direct-to-consumer marketing, Daniels is recognized as a thought leader in his domain, is a frequent keynote speaker, and is often quoted in the Wall Street Journal, the New York Times, and other major media outlets.

Outside of serving as the leading email marketing market analyst, David founded the Email Measurement Accuracy Coalition in 2006, and in 2008 it became the Email Experience Council’s Email Measurement Accuracy Roundtable, which David co-chairs. David is also a board advisor to a variety of industry associations and events including the Authentication and Online Trust Alliance (AOTA) and MediaPost’s Email Insider Summit.

Prior to joining JupiterResearch, David served as president of his own marketing and operations consulting firm (1 World Design). Before striking out on his own, David held senior-level positions at Apple Computer, Urban Outfitters / Anthropologie, MicroWarehouse, Genesis Direct / ProTeam, and CDA Computer Sales, which was one of the first personal computer catalog marketers and merchants on CompuServe.

Foreword

It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.

—Charles Darwin

We live in a world where our mere survival is based on our ability not only to invent but also to continuously reinvent ourselves as we find new and better ways to adapt to the world around us. Electricity, the telephone, the printing press—all are life-changing inventions that enabled our society to modify the way we experienced living. These inventions enabled us to reinvent the manner in which we approached each element of our daily rituals. Without a continuous stream of inventions, the human race cannot continue to evolve.

There have been many life-altering inventions during the past 200 years. Many of us have been fortunate enough to live during times of great invention and change rather than simply reading about them in a history book. Beginning with the first Internet experiments in the early 1970s, we were witness to one of the world’s great evolutions in communications: the invention of email, an electronic mode of immediate conversation. Since that time, this communication vehicle has become a necessity, adopted by the mainstream population. JupiterResearch forecasts and data indicate that 88 percent of the U.S. online population uses some form of electronic communication, which equates to 77 million people in the United States using this new invention. That’s a staggering number, because it represents three-quarters of the total households in the United States. And while email has been a driver of communication change, it has also reinvented the way we market and advertise to consumers. No longer do we rely on a one-way message push with a hope for engagement. We are not constrained to guessing about the relevancy and impact our mass message has. Email as a marketing tool has opened up a world of possibilities by enabling a two-way dialogue, personalized messaging, and data-driven analysis. This channel has grown to $1.2 billion in 2007 and is expected to continue to swell to $2.1 billion in 2012.

Recent statistics report that 60 percent of consumers admit they have made immediate purchases from email marketing messages. In 2008, the same reports concluded that 44 percent of consumers stated email marketing messages drove online purchases in the past year and 41 percent reported the same for offline purchases.

The message is clear. This new invention called email is a powerful personal and business tool. It’s one that will live in the same life-altering invention ranks as the telephone. Understanding how to harness and direct email as a marketing vehicle is critical to every business in any industry. This book will get you started down that path.

To understand this craft called email marketing, I direct you to the two most highly regarded of its evangelists and experts, Jeanniey Mullen and David Daniels. Jeanniey and David not only theorize about email’s role in our world, but they also apply their efforts to re-create successes that power insights and drive growth. I can say this to you firsthand, because I experience these successes daily through the marketing and advertising message employed by Jeanniey and her team at my companies VIVmag and Zinio. I assure you, email marketing is no small feat, yet Jeanniey and David make it look simple and fun.

As you read this book, you will be immediately drawn into the world of email marketing through Jeanniey and David’s wit and charm. Their personalities come shining through, even as they discuss and educate you on the smallest details of the trade. This book speaks to the specifics of email marketing, but it opens your mind to a greater manner of viewing relationships with the consumer.

It is with great pleasure that I write this foreword. I hope you find this book as invigorating, enlightening, and enjoyable as I did.

Very best,

David Gilmour

Chairman, VIVmag

Chairman, Zinio

About David Gilmour

Canadian-born David Gilmour has enjoyed phenomenal success throughout his entrepreneurial career. In 1969, Gilmour and long-time partner Peter Munk founded the South Pacific Hotel Corporation (SPHC), which quickly became the largest hotel chain in the South Pacific. A decade later, the chain was sold, and the partners formed Barrick Gold Corporation, now the most profitable and largest gold-mining firm in the world. They followed this by forming a real estate company called Horsham Corporation, which became TrizecHahn and today is one of the largest publicly traded REIT companies in North America. Gilmour is also the founder of FIJI Water LLC, which in 2004 was the fastest-growing premium beverage in the United States, when he divested himself of the company.

In 1990, Gilmour and his wife, Jill, also opened the Wakaya Club, an exclusive resort on Wakaya Island, Fiji. In 2006, Gilmour founded VIV Publishing LLC, whose first product is an entirely new concept in women’s magazines—a health and lifestyle publication called VIV distributed exclusively in digital form.

Gilmour was presented with the U.S. State Department’s 2004 Award for Corporate Excellence (ACE) by Secretary of State Colin Powell in recognition of the international growth and success of FIJI Water together with its philanthropic endeavors in Fiji. Gilmour was also awarded “The Order of Fiji” by the president of Fiji, Ratu Sir Kamisese Mara, in 1998 for his commercial and philanthropic achievements in the Fiji Islands.

Introduction

When you stop and think about it, the concept of email as a communication vehicle is a revolutionary one. Long before email became a marketing tool, it was a communication device. The impact that email has had on our culture and our lives is tremendous. Yet, many people forget the vast change in communication that email has produced and think of email marketing simply as a cheap or fast way to sell a product. Email deserves a much higher level of respect.

This book is your guide to understanding the full marketing potential and impact that email can offer to you or your company. It strives to broaden your mind about the opportunities this amazing communication channel offers, and it provides ways to redefine the strategic uses of email as an effective marketing vehicle. And it also, we hope, conveys some of the passion and fervor that the two of us feel about our discipline and hope to share. We have dedicated more than a decade of our lives to evangelizing the role that email currently plays and has the potential to play in our personal and business worlds. Throughout this book, you will be presented with a plethora of real-world and timely examples of what works and does not work, documents and checklists to help you plan your strategy, and questions that will challenge and encourage you to redefine and rethink your approach to leveraging email as a communication and marketing vehicle.

The structure of this book was carefully designed to enable every reader, whether a newcomer to the discipline or a veteran, to walk away feeling a sense of broader understanding and appreciation for email marketing. Our biggest challenge was making sure that all the collective intelligence and insights appropriately educate you in a way that also inspires you to take what you read and build upon it. Just providing simple case studies, examples, and checklists would have been a disservice. Those of you who have experience on the front lines of email marketing know, all too well, how challenging of a craft it is. Email marketers need to understand the strategic elements that drive results and how to avoid the technical faux pas, as well as how to design creative, analyze results, and navigate trends. Email marketing is one of those rare trades that requires specific expertise in many broad categories. Therefore, this book offers an organized and unique approach to crafting a successful email program from start to finish. As you read, you will find yourself being challenged to question your current actions and compare them to our recommendations. As you apply your skills, you will be able to quickly define those areas that will help you excel. This book was designed with the ultimate goal of making you, the reader, successful in your efforts. We want to inspire you to be the best email marketer you can be.

This book strives to provide you with information easily applicable to your specific needs. If it takes you more than ten seconds to understand how this relates to your business or effort, we have failed. There are success stories and failure stories in this book. We think you need to understand both what to do and what to avoid. You should be able to learn as much from our failures as our successes. We want you to walk away from reading this book completely fulfilled.

Who Should Buy This Book

Anyone who wants to send or is currently sending an email marketing campaign should buy this book. In fact, anyone who works for a company where email marketing is being used should buy this book. It doesn’t matter which of these describes you:

Familiar with the basics of email marketing

Currently sending email marketing campaigns

Working for a company with a small budget

The only person doing any type of marketing

Employed by a large or sophisticated company where email plays a small or insignificant role

An experienced email marketer looking to take things to the next level

This book was written to allow the email marketer at any level to increase their level of understanding. It will also expand the perception and increase the level of respect that email marketing gets for any reader who may not currently be on the front lines of email.

If the authors could wish for one thing to happen once you finish reading this book, it would be that you share this book with a friend or colleague who may not understand or respect what you do. Those of you who work in the field are all too familiar with the cocktail party situation where someone asks you what your job is, and you say, “Email marketing.” The reply often is, “Oh, so you send spam?” The next time you hear that, give them this book, and ask them to email us. We understand there is so much more to email marketing, and we appreciate it as well. We are here to help you share in our enthusiasm and help us grow this industry’s level of impact even more by enabling better conversations using email.

What’s Inside

Here is a glance at what’s in each chapter:

Chapter 1: Understanding Email Marketing Today begins with a basic overview of the email marketing industry: the origins of email and its uses, the evolution of the channel into a marketing vehicle, and some of the basic elements of email marketing.

Chapter 2: The Five Critical Elements of Every Email You Create provides an overview of the five key roles that email marketing plays in the broader context of marketing and advertising. In this chapter, there is a clear outline of how email marketing can and should be used to achieve different goals.

Chapter 3: Getting Ready to Build Your Email Marketing Efforts enables you to start at the beginning of the road of creating successful email marketing campaigns. It covers everything from budgeting effectively to ensuring you have the right tools to the basics of strategy design, and then carefully moves you into a comprehensive role of email marketing mastery. This chapter ensures you effectively consider all critical aspects of campaign design.

Chapter 4: What Happens Once You Send Your Email is critical to read. It ensures you know what can happen to derail your campaign but, more important, what you can do to avoid it or deal with the sometimes inevitable. This chapter is one of our favorites!

Chapter 5: Eight Key Drivers of Your Email Campaign equips you with the tactics you typically pick up in bits and pieces from industry trade publications. It provides you with checklists and best practices you can literally rip out and save. You will refer to this chapter over and over again to ensure you have the right elements in place and are following the critical government and compliance requirements.

Chapter 6: Month 1: Preparing Your Email Marketing Strategy gets into the good stuff. This chapter devotes a large amount of time to helping you build or optimize your email marketing strategy. By leveraging many of the current email campaigns in the market right now, you will be able to evaluate and apply those elements that will match your company’s capabilities as well as deficiencies.

Chapter 7: Month 2: Ensuring Success as You Launch Your Campaign dives deep into the details of driving results. While Chapter 6 is built for creative and broad thinkers, Chapter 7 fits the cravings of those who love and want details. These details are often critical to driving a campaign result that delivers a strong return on investment. This is not a chapter to breeze over. It is a chapter to spend time with and fully digest.

Chapter 8: Month 3: Adding Bells and Whistles kicks it into high gear. Now that your campaign is out the door and you have some results, this chapter persuades even the most advanced email marketers to rethink their efforts and expand email into new areas. It provides insight into the ways in which consumers have adapted technology into their lives and the most important roles email plays as a personal management vehicle. This chapter is one the bloggers will blog about for years to come.

Chapter 9: Getting Ready for Year 2 and Beyond brings us back to the realities of the real world and sets expectations for what will come next. This chapter will keep you on the right track to ensuring your email marketing efforts not only succeed but are sufficiently supported for continued growth.

In addition, you’ll find a remarkably thorough glossary, which will get you up to speed on all the terminology you’ll encounter in this book and in other print and online discussions of email marketing; and two appendixes, which list the URLs for every vendor and other resource mentioned in the book and provide two checklists from a series created by the DMA/EEC’s Email Design Roundtable.

Finally, from this book’s web page at www.emailmarketinganhouraday.com you can download several Excel spreadsheets for calculations discussed in the book as well as a remarkable PDF example of dynamically generated content discussed in Chapter 8.

Throughout the entire book we offer guidance that will hold true regardless of how the technology, the economy, or even the industry changes. We are thrilled to be able to share our passion with you and encourage you to share those areas of the book you enjoy with others. Oh yeah, we love feedback. Good or bad, critical or supportive, we want to hear from you. Please make sure to drop us a line when you can. Thanks, and enjoy your reading!

How to Contact the Authors

We welcome feedback from you about this book or about books you’d like to see from us in the future. You can reach us by writing to experts@emailmarketinganhouraday.com. You can also reach us via our profiles on LinkedIn or Facebook or at either of our day jobs.

Wiley strives to keep you supplied with the latest tools and information you need for your work. Please check its website at www.wiley.com, where we’ll post additional content and updates that supplement this book should the need arise. Enter Email Marketing, An Hour A Day in the Search box (or type the book’s ISBN—9780470386736), and click Go to get to the book’s update page.

Chapter 1

Understanding Email Marketing Today

Email marketing means different things to different people. Some see it as a critical communication link between consumers and the brands they trust and love; others see it as a thinly veiled, intrusive marketing tool. Either way, the email marketing you conduct today faces stiff competition from the email communication that is now the backbone of our digital lifestyles. This chapter starts with a brief history of email marketing and then looks at the value email marketing offers companies today.

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!