Email Marketing Services

• Launch
• Best Practices Training
• Email Marketing Program Review
• Campaign Review
• Subscriber Acquisition & Retention
• Quarterly Assessment
• Testing & Segmentation Strategies
• Campaign Deployment
• On-Demand Recommendations
• Deliverability Reputation Assistance
• HTML Template Design

• Best practice resources
• Initial campaign launch assistance
• List set up assistance
• HTML and text message review for known rendering challenges
• Help with using enhancers (view online, profile update, unsubscribe)
• Quality review prior to mailing
• Follow up call to explain reporting

Best Practice Training

Need to catch up on latest email marketing best practices? EmailLabs is available to review your message creative, strategy and results to help you generate a greater ROI from your email marketing program. After a thorough review of your current program, a consultant will travel on site to present and train on industry best practices and how to apply them to your particular program.

• Subscribe/Unsubscribe Practices
• Managing Customer Expectations
• Building Quality lists
• Segmentation and Personalization
• Creative Strategy, Copy and Subject Lines
• Increasing Recognition by Recipients
• Delivery Challenges
• Testing Strategies

Deliverables

• Initial discovery call with consultant
• Half-day session delivered via WebEx OR Onsite Presentation (add travel and hotel expenses)
• PowerPoint presentation with findings, analysis, samples, and recommendations

Email Marketing Program Review:
Pre- or Post-Launch with EmailLabs

Need a strategic review of your entire email marketing platform? A thorough review of your current email marketing program in the following areas can help you identify areas for improvement and best steps for moving forward:

• Strategic Email Marketing Services
  • Online marketing program goal definition
  • Customer contact strategy definition
  • Segmentation analysis
  • Campaign strategy, analysis and optimization
    
• HTML and Text Messages
  • Overall design and format: length, readability, brand consistency, font, colors, etc.
  • W3C compliance
  • HTML rendering in 35 email clients/environments
  • Use of navigation
  • Rendering and design for preview panes and blocked images environments
  • CAN-SPAM Act compliance
  • Use of an administrative footer and/or functionality (address used, profile update, referral, etc.)
  • Proper use of links
  • From name and address
  • Sample subject line styles
  • Copy style
    
• Subscribe/Unsubscribe Processes
  • Ease of finding opt-in form on Web site
  • Design/layout of opt-in form and page
    • Number of form fields, samples used
    • Copy, use of pre-checked boxes, privacy policy link/copy
  • Appropriateness of profile, demographic, preference questions asked
  • Single or double opt-in process
  • Design and copy used in subscription confirmation Web pages and emails
  • Additional initial messages sent: "Welcome", "Best of", recent issue, etc.
    
• Relevance
  • Frequency and options
  • Use of segmentation and personalization
  • Value of content/offers
  • Consistency with Web site, ability to convert/take desired action on Web site
    
• Message/Campaign Metrics
  • Open, click-through and Click-to-open rates
  • Bounce, unsubscribe and spam complaint rates
  • Visual link activity (hot spotting)
  • Other key metrics (average number of actions/orders, revenue per email, etc.)
  • Key metrics by domain/ISP and segment
  • Active/Inactive subscriber report (after several months using EmailLabs)
    
• Deliverability
  • Deliverability rates by ISP
  • List Quality
    • Percentage of "role" accounts (abuse@, support@, postmaster@)
  • Message content spam score
    • Core template
    • Sample messages
      

• Full-day session delivered in an onsite presentation (add travel and hotel expenses)
• PowerPoint presentation with findings, analysis, samples, and recommendations

Campaign Review - Creative, Messaging, Calls-to-Action

The campaign review is much narrower in scope from the complete program review and provides a high-level audit of your creative and performance, and recommendations of how to increase results from your email marketing program.

• Overall design and format: length, readability, brand consistency, font, colors, use of navigation, etc.
• Rendering and design for preview panes and blocked images environments
• Use of an administrative footer and/or functionality (address used, profile update, referral, etc.), CAN-SPAM Act compliance
• From name and address
• Sample subject line styles
• Copy style
• Review of opt-in forms
• Brief analysis of message metrics (list quality metrics)

Deliverables

• Review of findings via phone/Web conference
• PowerPoint presentation with findings, analysis, samples, and recommendations

Subscriber Acquisition & Retention

Is your list generating excessive spam complaints? Are segments of your list dormant or inactive? EmailLabs will review the performance of your mailings and acquisition practices, and provide recommendations on building a quality list of active participants through best practice permission and messaging strategies.

• Ease of finding opt-in form on Web site
• Design/layout of opt-in form and page
  • Number of form fields, samples used
  • Copy, use of pre-checked boxes, privacy policy link/copy
• Appropriateness of profile, demographic, preference questions asked
• Single or double opt-in process
• Design and copy used in subscription confirmation Web pages and emails
• Additional initial messages sent: "Welcome," "Best of," recent issue, etc.
• Strategies for reactivation of inactive recipients prior to purging

Deliverables

• PowerPoint presentation with findings, samples, recommendations
• Review of findings via phone/Web conference
• Technical assistance for implementation if required

Quarterly Assessment

Constant changes in email clients and technology pose great challenges to email marketing and have the potential to affect your email marketing results. Whether open rates or click rates are declining as a result of rendering challenges from new email clients like Outlook 2007 or delivery rules at the major ISP's have shifted, many marketers are looking for an expert to review their campaign results and keep them generating high ROI from their programs. EmailLabs will review your email marketing program on a periodic basis to look for changes that may have occurred in the email environment and recommend strategies and current best practices for testing and improvements.

Deliverables

• Overview of recent competitive challenges
• Review of client email metrics
• Review of findings via phone/Web conference while logged into client's

Testing & Segmentation Strategies

Have you been waiting to test content variations or which calls to action pull better, and don't know where to start? EmailLabs will review your message creative, offers, strategy and results to help you identify and plan various elements for testing and improving ROI.

• Design and layout elements
• Subject/From lines
• Day and time frequency
• Personalization and segmentation
• Filter creation assistance
• Distribution groups assistance
• Reporting and analysis

Deliverables

• Report of suggested items for testing and analyzing results
• Review of findings via phone/Web conference

Campaign Deployment

EmailLabs is available to assist clients in setting up and deploying their email marketing campaign. Basic service includes complete email management:

• Required 72 hours for schedule & delivery - creative received 48 hours prior to delivery
• Set up of enhancers for viewing online, unsubscribing, updating profile
• CAN-SPAM compliance review
• Set up of target mailings according to client-specified demographics/filters
• Client to provide the following:
  • o HTML email and text only email (images & copy)
  • Mailing list(s), unsubscribe list, suppression list
  • From line, from address, reply to address, subject line
  • Proof list & seed list

Deliverables

• Quality review prior to mailing
• Follow up call to explain reporting
• A/B split test using maximum of 2 filters and 2 creatives
• If campaign set up exceeds 4 hours, each additional hour (or increments of an hour) spent on each particular campaign will be billed at our standard hourly rate.

On-Demand Recommendations

Do you have one area of your campaign that you just cannot get right? Or need advice on optimizing your personalization strategy? Rather than choosing a complete full service program, you can simply access our professional services team as needed - perhaps to just to analyze design and format, a potential deliverability issue, approaches to personalization, or analysis of recent message results.

Deliverables

• Review of findings via phone/Web conference

Deliverability Reputation Assistance

Deliverability is the most common challenge among email senders, since reputation is the number one reason reported by receiving email clients for not accepting email. Our deliverability team will review your accounts and will evaluate potential deliverability problem spots that drive spam complaints and damage a senders reputation scores, such as how members are opted-in to receive messaging, frequency of mailings, list hygiene, and even the HTML creative.

• EmailAdvisor trial using client mailings
• Review authentication records for accuracy
• Review campaign metrics for excessive spam complaints and invalid addresses
• Identify sender practices that lead to spam complaints and recommend improvements

Deliverables

• Review of findings via phone/Web conference
• Follow up call to inspect changes

HTML Template Design

EmailLabs has several agency partners who specialize in creating effective HTML templates for use within our application. These agencies are EmailLabs’ clients, and have been trained by EmailLabs to review a client’s message creative, strategy and results to help them generate the highest possible delivery, results and maximize your ROI. Most partners offer the following:

• Review of current HTML and text messages
• HTML and text messages creation to include:
  • Overall design and format: length, readability, brand consistency, font, colors, etc.
  • W3C compliance
  • HTML rendering in 35 email clients/environments
  • Use of navigation
  • Rendering and design for preview panes and blocked images environments
  • CAN-SPAM Act compliance
  • Use of an administrative footer and/or functionality (address used, profile update, referral, etc.)
  • Proper use of links
  • From name and address
  • Sample subject line styles
  • Copy style

Deliverables

• Cost - Negotiate with agency
• HTML and Text Template

Based on your organization's specific needs, EmailLabs will design a consulting program to maximize your return on investment. For more information about our on-demand consulting services contact Stefan Pollard, director of consulting services, at 650.388.3548, or contact your account representative.