Email marketing guide

Email marketing guide

Contents

Business practice Campaign creation

Acknowledgements5 Introduction6

Purpose6

Compliance8

Email marketing and the DMA Code

8

Key legislation

8

Industry codes

8

Regulatory organisation

8

Penalties9

Complaints and dispute resolution

9

Receiving complaints

9

Dispute resolution

9

Apology emails

9

Integration within your marketing mix

12

Strategy12

Closing the marketing loop

12

Use of cross-channel data

12

Website integration

13

Social integration

13

Key integration metrics

13

SMS marketing

14

Creative14

Essentials14

Concepting14

Email copy

15

Strategy15

Test different factors

16

General copywriting tips

16

Tailoring copy

17

Subject lines

17

Tone17

Calls to action (CTA)

18

Alt tags

18

2

Contents

Campaign delivery

Mobile devices

18

Email design

19

Design and layout

19

Email design basics

19

Coding21

Email data

22

Follow Data guide

22

Strategy22

Collecting email addresses

22

Retaining subscribers

23

Soft opt-in

23

Third-party email marketing

24

Host mailing

24

Indirect third-party consent

25

Collecting email addresses via third party sites

25

How long does third-party consent remain valid for?

25

Email address hygiene

26

Unsubscribe requests

27

Phishing and spoofing

28

Segmentation30

Key points

30

Goal-setting30

Strategy31

Defining segments

31

Personalisation and dynamic content

33

Triggered emails

33

Goals33

Strategy34

Triggered emails and data

34

Triggered emails and dynamic content and personalisation

35

Typical triggered customer lifecycle emails

35

Testing and timing triggered emails

37

Deployment and testing

37

Frequency of communication and marketing pressure

38

Testing and managing response

38

3

Contents

Campaign response Glossary

Split testing

39

Deliverability41

Strategy41

Sender reputation

42

Mailing list deliverability

42

Content deliverability

43

Spam traps

43

Authentication and domain configuration

44

Send rates

44

Delivery metrics

45

Delivery problems and remedial action

45

Bounce handling

45

Email performance metrics and measurement

48

Strategy48

Revenue and conversions

48

Recipient activity

48

Multi-phase campaign metrics

49

Customer database and strategic metrics

49

Reporting and optimisation

49

4

Acknowledgements

Acknowledgements

The members of the Legal and Best Practice Hub of the DMA Email Council have authored this content and it has been reviewed by all members of the DMA Email Council:

Tim Watson, Zettasphere Tim Roe, RedEye Simon Hill, Extravision Tom Corbett, dotMailer Richard Gibson, Return Path Sara Watts, DMRI Steve Henderson, Communicator Andy Kidd, dmg media Lucy Hudson, Teradata Guillaume Lach?, NP6 Saima Alibhai, Emarsys

5

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