The ClickMail Marketer

Email Marketing Best Practices Newsletter

Helping you take email beyond sending to delivering.

The ClickMail Marketer is your monthly resource for email marketing best practices. We keep up with the tricks and trends you need to know to improve your email marketing ROI and pass that information along to you in a brief, easy-to-read email newsletter.

Volume 6 – 2013

•  No.4 - Apr | How to Evaluate an ESP’s UsabilityVol.6 | No.4 - Apr

Topics:

This month ClickMail discusses How to Evaluate an ESP's Usability, 3 Reasons Subject Lines Matter, The Value of Automated Emails... and How to Get It and What Kind of Service Can You Expect From Your ESP?

•  No.3 - Mar | Permission Marketing on Mobile DevicesVol.6 | No.3 - Mar

Topics:

This month ClickMail discusses Permission Marketing on Mobile Devices, Win Their Attention Even as Distraction Rises, 5 Reasons to Pull the Trigger on Automated Emails and Two Updated Ways to Find the Best ESP.

•  No.2 - Feb | See the Month’s Best Email PracticesVol.6 | No.2 - Feb

Topics:

This month ClickMail discusses how clickable buttons and other images in email affect CTR, the high cost of bad list data and what you can do about it, a comparison of social vs. email engagement as it relates to actual sales, and tips on how to achieve the most possible attention in your emails given the intense competition from other channels.

•  No.1 - Jan | See the Month’s Best Email PracticesVol.6 | No.1 - Jan

Topics:

Get email moving in 2013 with ClickMail’s insights on why and how a good mobile experience leads to the desktop inbox and ensures future deliverability, learn how to use automated emails to generate customer reviews and future content, get updated advice on how to avoid spam complaints against your emails, and see how to get your email messages moving with engaging video content.

Volume 5 – 2012

•  No.12 - Dec | See the Month’s Best Email PracticesVol.5 | No.12 - Dec

Topics:

ClickMail wraps up the year sharing ideas on generating automated email content, 22 tips for mobile marketing, advice for salvaging useful information from a poor response rate, great strategies for list segmentation, and more.

•  No.11 - Nov | See the Month’s Best Email Practices Vol.5 | No.11 - Nov

Topics:

This month’s edition is loaded with tips on increasing email frequency through content variety, designing for mobile, switching ESPs painlessly, cleaning your inbox, and more.

•  No.10 - Oct | Why an RFP is a bad way to find an ESP Vol.5 | No.10 - oct

Topics:

Is a request for proposal (RFP) really worth the effort when deciding on an ESP? They can’t measure the customer satisfaction of the ESP, plus they can be full of distracting details about features you don’t really need and therefore don’t make the most fair comparison basis. You may find the money you’d spend on an RFP would be better spent on implementation.

Choosing an ESP Tip: The training services provided by an ESP can make a big difference in your success and satisfaction. Also look at ongoing education options to stay up to date with updates.

•  No.9 - Sep | How to integrate social and email for B2B Vol.5 | No.9 - Sep

Topics:

How to integrate your email and your social media buzz, even for B2B. It’s all about storytelling and sharing stories about your company and successes that your subscribers will also enjoy and even share. Meanwhile, stay clear of a fixation on “likes.”

Choosing an ESP Tip: How to consider pricing and payment terms so they match your sending patterns and budget.

•  No.8 - Aug | Dealing With Abandonment: More Tips From SmarterRemarketer Vol.5 | No.8 - Aug

Topics:

Best practices for dealing with down-funnel (transactional) and up-funnel (non-carting visitors) abandonment.

Choosing an ESP Tip: When and how to turn to Consulting Services for strategy, design, deployment, coding and integration to improve your email marketing.

•  No.7 - July | Turning Abandonment into an Abundant Opportunity Vol.5 | No.7 - July

Topics:

Want More Email Addresses? Turning Abandonment into an Abundant Opportunity

Choosing an ESP Tip - Social Media: Email marketing must integrate with social networking tools...

•  No.6 - June | How to Build a List Using Your Website Vol.5 | No.6 - June

Topics:

Want More Email Addresses? How to Build a List Using Your Website

Choosing an ESP Tip - Third-Party Integrations: Email is still the strongest messaging medium around in part because of its ubiquity...

•  No.5 - May | Protecting Your Sender ReputationVol.5 | No.5 - May

Topics:

Know, Improve and Protect Your Sender Reputation

Reporting and analysis tools are critical for measuring the effectiveness of your email campaigns and making adjustments to optimize ROI over time...

•  No.4 - Apr | Variation in ContentVol.5 | No.4 - Apr

Topics:

Beware the Boring One Message

Choosing an ESP Tip:
A subscriber's interaction, or lack thereof, can now influence your deliverability and therefore ROI. If a recipient doesn't open or engage with emails, an ISP might mark them spam. You need an ESP with new tools, tools that move you beyond open rates to data that helps you engage.

•  No.3 - Mar | What You Can Do About Silent SubscribersVol.5 | No.3 - Mar

Topics:

Show Some Subscriber Love!

Choosing an ESP Tip:
You need authentication to protect your sending reputation. A good sending reputation leads to better deliverability because ISPs use your reputation as a factor when deciding whether to route your message to the inbox. Proving your identity also reduces false positives and protects your brand. Make sure the ESP's authentication methods offer the protection you need.

•  No.2 - Feb | Show Some Subscriber Love!Vol.5 | No.2 - Feb

Topics:

Show Some Subscriber Love!

Choosing an ESP Tip:
ISPs look at your sending reputation when deciding whether or not to let your email through their system and into their customer's inbox. Your reputation is based past behaviors. Your reputation must be stellar to keep your email deliverability rate high. Your ESP's behavior can put your reputation at risk as well. Look for ways to manage your reputation with your ESP.

•  No.1 - Jan | Don't Click That Button! 3 Ways to Minimize Spam FlaggingVol.5 | No.1 - Jan

Topics:

Don't Click That Button! 3 Ways to Minimize Spam Flagging

Choosing an ESP Tip:
You need the maximum number of emails delivered to inboxes so that subscribers can open and click for the maximum ROI. Everything related to deliverability and reputation must be optimized. Make sure your ESP manages and monitors deliverability appropriately on their end.

Volume 4 – 2011

•  No.12 - Dec | Tips for Successful Holiday Email CampaignsVol.4 | No.12 - Dec

Topics:

Tips for Successful Holiday Email Campaigns

Choosing an ESP Tip:
When building an API integration with an ESP, it is best to ensure that the ESP's API can be easily and effectively leveraged by your firm. Many ESPs provide code samples for different programming languages so make sure the ESP has examples in a language that your developers are comfortable with; otherwise you may want to outsource.

•  No.11 - Nov | Upping the Email Ante: Advanced Email Marketing TechniquesVol.4 | No.11 - Nov

Topics:

Upping the Email Ante: Advanced Email Marketing Techniques

Choosing an ESP Tip:
To be effective, email has to be timely, relevant and personalized. The best way to ensure this relevance is through successful data integration from separate systems like web analytics, CRM systems, CMS, and custom reporting dashboards. This means that you need an ESP that has pre-configured or automated data integration with the platforms you want to connect to.

•  No.10 - Oct | It's Time to Scrub That List! Here's How...Vol.4 | No.10 - Oct

Topics:

It's Time to Scrub That List! Here's How...

Choosing an ESP Tip:
Transactional messages build better customer relationships. Send order confirmations, welcome emails, password resets and shipping information, and you'll engage customers with information they want. Transactional messages are usually time-sensitive, meaning you need an ESP that supports this functionality in a timely way.

•  No.9 - Sep | Segment Lists Now, Earn Payoffs LaterVol.4 | No.9 - Sep

Topics:

Segment Lists Now, Earn Payoffs Later

Choosing an ESP Tip:
Automated emails allow you to send timely and relevant emails based on purchases, transaction confirmations, browsing behavior and more, and can also assist with drip or lifecycle campaigns. Choose an ESP with the ability to support a user-friendly automation if you want to optimize the platform and minimize the manpower required.

•  No.8 - Aug | Saying Goodbye in a Good Way: Unsubscribe Best PracticesVol.4 | No.8 - Aug

Topics:

Saying Goodbye in a Good Way: Unsubscribe Best Practices

Choosing an ESP Tip:
Data is now more important than ever. It’s time to move past keeping your data clean to learning from it. You also need accurate, real-time data to make informed and immediate decisions. Be sure the ESP’s data management tools meet your needs. Also research the segmentation capabilities and data retention policies.

•  No.7 - Jul | Think Small: Make Yours Mobile Friendly Landing PagesVol.4 | No.7 - Jul

Topics:

Think Small: Make Yours Mobile Friendly Landing Pages

Choosing an ESP Tip:
When you’re waiting on an implementation, the longer the ESP takes, the longer you lose out. Time can be wasted on an API integration, account set up, email design, list importing, and more. You need to know how long to expect, who is responsible, and in what order the configuration tasks must be completed.

•  No.6 - Jun | Email on the Go: Making Your Emails MobileVol.4 | No.6 - Jun

Topics:

Email on the Go: Making Your Emails Mobile

Choosing an ESP Tip:
Scoring tools allow you to monitor, manage and improve the delivery, credibility, reputation and rendering of your email marketing. When looking for an ESP, review the scoring tools for their ability to give you insight into all of these critical areas.

•  No.5 - May | Make the Most of Every Message With a Library of Emails Your Sales Team LovesVol.4 | No.5 - May

Topics:

Make the Most of Every Message With a Library of Emails Your Sales Team Loves

Choosing an ESP Tip:
Segmenting your database and targeting your marketing efforts means sending the right message at the right time to the right audience. The more you segment, the more you can target. Be sure to delve deeply into the segmentation capabilities your new ESP will offer you.

•  No.4 - Apr | Integrate Your CRM, Analytics and ESP for Advanced InsightVol.4 | No.4 - Apr

Topics:

Integrate Your CRM, Analytics and ESP for Advanced Insight

Choosing an ESP Tip:
Your email lists are valuable proprietary information, making security a critical factor when choosing a new ESP. Security should extend beyond the platform to cover access to the network as well as local access from the ESP facility. Also be clear on any compliance issues you're subject to in your industry.

•  No.3 - Mar | When "You've Got Mail" Means You've Got Higher RevenuesVol.4 | No.3 - Mar

Topics:

When "You've Got Mail" Means You've Got Higher Revenues

Choosing an ESP Tip:
When your ESP is down, you may lose the ability to send manual and automated emails. You may also lose valuable email tracking data. Any time-sensitive or revenue-generating initiatives are essentially rendered inoperable. That impacts your bottom line. Make reliability a top considertaion when shopping for a new ESP.

•  No.2 - Feb | To Succeed in B2B Email Marketing in 2011, Go Beyond EmailVol.4 | No.2 - Feb

Topics:

To Succeed in B2B Email Marketing in 2011, Go Beyond Email

Choosing an ESP Tip:
The usability of an ESP's interface affects how well it will work for your organization. If your staff finds it difficult to use, they won't use it effectively. If it's easy to use, that decreases the likelihood of errors and increases efficiency. Make usability a factor for your new ESP.

•  No.1 - Jan | Three Things to Reconsider in the New YearVol.4 | No.1 - Jan

Topics:

Three Things to Reconsider in the New Year

Choosing an ESP Tip:
Does the ESP you're considering offer technical services? Having access to a knowledgeable technical services team can be worth its weight in gold, especially when integration is needed. Find out the costs, the availability and the capabilities of the ESP's technical team.

Volume 3 – 2010

•  No.12 - Dec | Despite Facebook Mail: Email Lives On!Vol.3 | No.12 - Dec

Topics:

Despite Facebook Mail: Email Lives On!

Choosing an ESP Tip:
Email still reigns supreme as a marketing tool, but to keep pace with the rapidly changing world of technology and cultural expectations, it must integrate with social networking tools. Make sure social media integration is a top priority for your new ESP.

•  No.11 - Nov | Email and Social: Extend Your Reach and RelevanceVol.3 | No.11 - Nov

Topics:

Email and Social: Extend Your Reach and Relevance

Choosing an ESP Tip:
Segmentation and targeting enable you to create smaller, more relevant email lists that consistently perform better by sending the right message at the right time to the right audience. Make sure the ESP offers all of the capabilities you need to do segmentation and targeting.

•  No.10 - Oct | Integrate Email Marketing With Blogging to Multiply Your ImpactVol.3 | No.10 - Oct

Topics:

Integrate Email Marketing With Blogging to Multiply Your Impact

Choosing an ESP Tip:
Scoring tools allow you to monitor, manage and improve the delivery, credibility, online reputation and rendering of your marketing and service communications. Review the ESP’s scoring tools for their ability to give you insight into these critical areas.

•  No.9 - Sept | Growing Your In-House Email List? Attract the Audience You Really WantVol.3 | No.9 - Sept

Topics:

Growing Your In-House Email List? Attract the Audience You Really Want

Choosing an ESP Tip:
Reporting and analysis tools are critical for measuring your email campaigns to adjust and optimize ROI. Make sure you're clear on the metrics that matter for your business and review how well the ESP's reporting capabilities match those needs.

•  No.8 - Aug | The Do's and Don'ts of List BuildingVol.3 | No.8 - Aug

Topics:

The Do's and Don'ts of List Building

Choosing an ESP Tip:
When your ESP is down, revenue-generating initiatives are rendered inoperable, impacting your bottom line. Reliability matters.

•  No.7 - July | Time for Dynamic DesignVol.3 | No.7 - July

Topics:

Time for Dynamic Design

Choosing an ESP Tip:
When you commit to an ESP, pricing must match your needs based on your sending patterns and budget. That requires a responsive vendor and flexible contract terms. Know what exactly you’re getting for your money.

•  No.6 - June | Spotting and Acting on Trends in Your Email Marketing MetricsVol.3 | No.6 - June

Topics:

Spotting and Acting on Trends in Your Email Marketing Metrics

Choosing an ESP Tip:
What kind of training does that ESP offer? The sooner you and your staff are proficient on the platform, the faster you start benefitting and the fewer mistakes you'll make. Look for hidden costs, types of training and easy access to resources.

•  No.5 - May | What You Don't Know Will Hurt: Avoid Disasters With MonitoringVol.3 | No.5 - May

Topics:

What You Don't Know Will Hurt: Avoid Disasters With Monitoring

Choosing an ESP Tip:
Email is still the strongest messaging platform out there.

•  No.4 - April | Improving Email Deliverability Is a ProcesVol.3 | No.4 - April

Topics:

Improving Email Deliverability Is a Process

Choosing an ESP Tip:
When you're shopping for a new ESP, remember: You need your transactional messages sent from a different IP address than your marketing ones. These are mission-critical, and they might be blocked due to your online sending reputation.

•  No.3 - March | Improve Email Deliverability with this 6-Part AssessmentVol.3 | No.3 - March

Topics:

Improve Email Deliverability with this 6-Part Assessment

Choosing an ESP Tip:
It’s time to move beyond keeping your data clean to true data intelligence in order to become as relevant as possible. That requires data intelligence, and if you're shopping for a new ESP, you'd better make sure they can deliver.

•  No.2 - February | The new 2010 guide to choosing an ESPVol.3 | No.2 - February

Topics:

The new 2010 guide to choosing an ESP

Choosing an ESP Tip:
With over 100 ESPs to choose from, much of email is viewed as commodity-based.

•  No.1 - January | An email preference center is now a critical toolVol.3 | No.1 - January

Topics:

An email preference center is now a critical tool in your email marketing toolbox

Choosing an ESP Tip:
Successful email marketing programs require the ability to leverage agency-type services to help you make more of your email marketing.

Volume 2 – 2009

•  No.12 - December | Email trend for 2010: IntegrationVol.2 | No.12 - December

Topics:

Email trend for 2010: Integration.

Choosing an ESP Tip #5: Integration
To be targeted enough to be effective, email marketing must be driven by data from outside the email application via integration.

•  No.11 - November | In email marketing, relevance matters more now than everVol.2 | No.11 - November

Topics:

In email marketing, relevance matters more now than ever.

Usability tip:
The usability of an ESP’s interface affects how well it will work for your organization.

•  No.10 - October | 6 things to consider for API integration with an ESP Vol.2 | No.10 - October

Topics:

6 things to consider for API integration with an ESP.

Authentication:
Authentication is publishing mail servers that are authorized to send email on your behalf.

•  No.9 - September | B2C Email Marketing Offers More, Asks More Vol.2 | No.9 - September

Topics:

B2C Email Marketing Offers More, Asks More.

Deliverability tip:
Rating an ESP's ability to deliver.

•  No.8 - August | How to Use Email Marketing for B2B Lead GenerationVol.2 | No.8 - August

Topics:

How to Use Email Marketing for B2B Lead Generation.

Email Automation tip:
Look for email automation capabilities.

•  No.7 - July | Metrics: prove your worth, improve your resultsVol.2 | No.7 - July

Topics:

Metrics: prove your worth, improve your results.

Rendering tip:
Ensuring your txt is only ASCII.

•  No.6 - June | Optimizing your email isn't enoughVol.2 | No.6 - June

Topics:

Optimizing your email isn't enough to up your ROI

Deliverability tip:
MPA for multipart alternative sending

•  No.5 - May | 8 tips to optimize your email ROIVol.2 | No.5 - May

Topics:

Small tweaks can add up to big increases in ROI

Deliverability tip:
View online links

•  No.4 - April | Tips for getting more personal data on signupVol.2 | No.4 - April

Topics:

Get people to part with their personal information

Deliverability tip:
Email clients suppresing your content?

•  No.3 - March | Choose the Best ESP for Your BusinessVol.2 | No.3 - March

Topics:

Choose the best ESP for your business

Rendering Tip:
Assest size

•  No.2 - February | Increase Deliverability through ReputationVol.2 | No.2 - February

Topics:

Mind your sender reputation to increase deliverability

Deliverability Tip:
Implementing double opt-in for email signups.

•  No.1 - January | Common mistakes to avoid for improved email marketing in 2009Vol.2 | No.1 - January

Topics:

Common mistakes to avoid for improved email marketing in 2009

Deliverability Tip:
Using a consistent, static From email address.

Volume 1 – 2008

•  No.4 - December | Email rendering is critical to your ROIVol.1 | No.4 - December

Topics:

Knowing how your emails render is critical to your ROI

Rendering Tip:
Email Size

•  No.3 - November | Making your email marketing viralVol.1 | No.3 - November

Topics:

Making your email marketing viral

Rendering Tip:
Do you know your sending reputation?

•  No.2 - October | Three surefire ways to improve your subject linesVol.1 | No.2 - October

Topics:

Three surefire ways to improve your subject lines

Rendering Tip:
Importance of tagging all image sizes.

•  No.1 - September | Inaugural IssueVol.1 | No.1 - September

Topics:

1) The New ClickMail Marketer

2) 11 tips for building your in-house list
Deliverability Tip:
Email Authentication - Ensure your have an SPF record.