The Whitelist

If you haven’t yet downloaded our email marketing whitepaper on choosing an email service provider (ESP), or even if you have, be sure to listen in on September 16th as we partner with the Email Experience Council to bring you “You Don’t Need ESP to Choose an Email Service Provider.”

Marco Marini, our CEO, and Michael Kelly, our Director of Strategic Alliances, will present the in-depth and groundbreaking information released earlier this year in our email marketing whitepaper “Choosing the Right Email Service Provider: The top 20 factors to consider when shopping for a top tier ESP.” Presented Wednesday, September 16 at 2:00 p.m. Eastern, the webinar is useful whether you’re shopping for a new email service provider or want to compare your current ESP to other email vendors.
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As an email marketing vendor, we at ClickMail strive to educate ourselves, our clients and you, as someone reading our email marketing blog. As part of that email marketing focused educational endeavor, we’ve been building our “emarketing” library for some time now.

When you’re on the hunt for some email marketing knowledge or email best practices, start with our library. We’ll save you time with Google and other search engines by weeding out the bad and only offering the good.
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“If you build it, they will come.” That famous line from the movie “Field of Dreams” seems to hold true for great whitepapers too, with a little variation: If you write it, they will notice.

Since releasing our newest whitepaper this month, “Choosing the Right Email Service Provider: The top 20 factors to consider when shopping for a top tier ESP,” hundreds of email marketers have downloaded it from our Web site, and wiped us out of our hard copies at the MarketingSherpa Email Summit. Now we’re getting recognition from noted email marketing experts too!
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Below is a quick overview of some of the many pieces each of your email marketing messages should include, or not, to up your email marketing ROI. We’ve drawn this list from our newest ClickMail Marketing whitepaper: You’ve made it to the inbox. Now what? Definitely download the email marketing whitepaper to get more details about each of these components. But for now, here’s a high-level list to get you thinking-and checking. Because email marketing and design are much more complicated than some marketers realize! And checklists can help make our jobs just a little bit easier…

To get your email opened, include:

• A From address that is recognizable to the recipient
• A clear, compelling subject line
• As much personalization as is appropriate and possible
• A quick, to-the-point hook

To get your email acted upon, include:

• A professionally crafted description of your offer/message right at the beginning
• A reason to act right away
• A simple and easy way to respond
• 3 to 5 instances of your call-to-action

To follow best practices and please your recipients, include:

• A “view as web page” link
• A straight-forward unsubscribe to opt-out
• A link to a profile center or preferences page

To organically grow your in-house email marketing list, include:

• A FTF/FTC (forward to a friend, forward to a colleague) link

To increase your email marketing ROI even more, do not include:

• Competing links in a campaign email; include only one action

Like I said, this is just a summary, but can at least get you started double-checking your email marketing and design. For more details about these email marketing components, and many others that will help you maximize your email marketing ROI, download the email marketing whitepaper at http://www.clickmailmarketing.com/resources/whitepapers.html.