Using Outlook for Email Marketing
Email Marketing Laws
Buying or Renting an Email List
Email List Building and Growth
Email Reporting and Stats
Email HTML Creative Resources
Email Marketing Scalability and Growth
Email Marketing Support and Accountability
Email Marketing Tips & Tricks

So, you’re new to email marketing! We know how confusing that can be. Helping people get started in email marketing is why we created The eMail Guide! Have any questions? Send us an email: questions@TheeMailGuide.com or post a comment and we’ll be happy to respond!

So, what are we waiting for? Let’s get started!

Email marketing isn’t about what you send out. It’s about what you get back. Outlook or any other eMail client (using addons or plugins) just doesn’t support the reporting data which is so critical to building a winning email marketing strategy. At the most basic level, you need to know who opened your messages and Outlook can’t give you even this information.

Outlook means you have to handle list hygiene (removing unsubscribe requests and invalid addresses) manually. Don’t fool yourself into thinking this is not a lot of work because it is.

Outlook can tie up or even crash your company’s email server if you are sending out a lot of emails.

ISPs take a dim view of a lot of emails coming from one address/source. You may find your access turned off if you try to send out even just a few hundred eMails at one time. You may find your ISP shutting down your access or you might have server crashes as a result.

While there are creative templates available for Outlook, you really can’t be sure your creative design will translate on the receiver’s end as it looked on yours. An Email Service Provider provides the support to ensure your message’s creative arrives in the same condition it left. Considering Microsoft’s disregard for web standards with Outlook, this is a critical consideration.

Still don’t want to heed our advice and feel the urge to use Outlook?

Don’t put everybody in the CC field, use the BCC field. This prevents those you send to from seeing other’s addresses

• Check with your ISP to see what their outbound threashold is (the number of messages they will allow you to send out at once). This will fall somewhere between 20 – 50 addresses at a time.

• At the least if you want to go down this road, look into programs/plugins which work with Outlook for email marketing.

Knowing the basics of these laws is key to your success in email marketing. However, using a legitimate ESP will take most of that load off your shoulders since their livelihood depends on compliance. Any reputable ESP will ensure that you are provided the guidance you require to stay on the good side of the law with your email marketing campaigns.

Here are some other basic points you must follow to stay compliant with anti-spam laws in most regions:

• A valid reply (contact) address which is live and monitored.

• A propper unsubscribe address.

• Your physical address as an alternate for people to contact you at.

• Ensure your email header (subject line, from line and address) honestly represents who you are and the subject is not misleading.

Current anti-spam laws around the globe:

Asia
Australia
Canada (see also C-27 at CAUCE.org)
European Union
New Zealand
United Kingdom
United States (see also CAN-SPAM at Email Stats Center)

What’s your SPAM IQ? Take a test designed for email users here and find out!

Rule 1: You can’t legally buy an email list.
Rule 2: If someone is trying to sell you a list, refer to rule 1.

As for list rental, the only proper way is when a list owner or manager (not yourself), will send your message to their list either as a standalone message or an included advertisment.
Any other variations beyond this, fall into the realm of spam and will do your brand harm.

No Email Service Provider (ESP) will knowingly allow you to send to a list which is not permission based. In other words, you need to have a list of email addresses from people who have opted in to get email from you. You can’t buy permission.

Matt Vernhout of Thindata puts it in perspective in this video interview with The eMail Guide’s Jeff Ginsberg.

You can use your current contacts to build your own list. Send your first email to those you have established a relationship with and ask them to opt-in. When you do contact them, make sure you tell them front and centre, who you are and remind them of your relationship – which of course, is why they are getting an email from you.

Here are some more ways to help you build your email marketing list:

• Web forms: If you’ve got a website you should be asking people to sign up to your email newsletter there.

• Refer-a-friend: Include a forward to a friend link in your email newsletter and on your website. This is a great way to expose new potential subscribers to opt-in to your list.

• Social Sharing links should be included in all your emails and on your website.

• Always place a subscribe link right next to your unsubscribe link. If someone has been forwarded your message this is a golden opportunity to get them to join your mailing list. Never hide a remove or unsubscribe link in an email or shove it to the bottom. You’d rather have them unsubscribe then have them click the “report spam” button.

• Create a preference centre for your website. This automates management of accounts where your subscribers update their addresses, unsubscribe and change subscriptions. This will save you a lot of time and money.

• Offer incentives such as discount coupons or down-loadable content (white papers) to get people to sign up.

A word about postive and negative opt-ins:

• A positive opt-in is where you actually offer someone the chance to click a box to opt-in and recieve emails from you.

• A negative opt-in is where you might use your contact list to send them an email and give them the opportunity to then opt-out but, continue to send them email if they do not select to opt-out. In general, the positive opt-in method is the better way to go.

Email marketing is about building relationships and positive relationships take time and effort. The good news is that you already have relationships you’ve built and nurtured with current contacts and those contacts will form the foundation of your email marketing success.

As mentioned earlier, email clients such as Outlook don’t provide any statistical reporting. You can’t judge how effective your efforts are if you don’t know who opens your messages or who clicks through on links in them. Having this data is absolutely necessary if you want to get anything out of an email marketing strategy.

With a reputable ESP you’ll get a range of reports such as:

• Delivered: how many emails were sent out.

• Opens: how many emails were actually opened.

• Clicks: (AKA Click-Throughs or Click-Through-Rate) – how many links were clicked on.

• Bounces: a hard bounce is a non-existant address, while a soft-bounce means the email just didn’t get to the recipient that one time.

• Unsubscribes: how many people have opted to remove themselves from your list via the unsubscribe link.

• Forwards: how many email were forwarded by recipients.

• Conversions or Sales: number of those who’ve interacted or even purchased something on your website (via a link in your email).

More on metrics:
Email Stat Center
EEC Measurement Accuracy Roundtable

Most ESPs provide templates which are easy to customize for your needs. This reduces time and effort and frees up resources on your end to focus on other priorities. Anyone who’s ever dealt with an overtaxed creative department can tell you this is a life saver. If you need some creative inspiration, have a look at these eMail creative examples.

ESPs also easily support in-house creative designs as well. It’s usually a simple matter of cutting and pasting code to incorporate your creative.

You can NOT use MS Word to build HTML which is critical for creative email messages.

Coding HTML email messages is a very hard thing to do. Here are some links whic you will find helpful:

Email marketing templates
Campaign Monitor’s Guide to CSS Support in Email Clients
Template Zone

Or use a creative service to design a custom email template for you such as:
StyleCampaign

Using an Email Service Provider allows you to focus on the message and not on the technical problems of growing needs. Decide what your priorities are first before evaluating possible ESPs:

• Think ahead! Where is your list going?

• Do you see your list growing to thousands or hundreds of thousands?

• How many names you have on your list and how often you are sending to them all influences what solution may be right for you

What matters most to you regarding your email marketing needs?

• Is it throughput?

• Is it functionality/features?

• Is it data reporting?

Is the company you are thinking of working with stragetic and technical enough to get you where you want to go in the long term? You may have to try more than one vendor to see what solution fits your needs.  The eMail Guide has hundreds of eMail Service Providers listed and they all have their strengths and advantages — find a vendor who fits you and not the other way around.

The eMail Guide lists hundreds of ESPs

A good ESP can simply grow with you as your needs do. Most ESPs offer free trials and if your list is small enough, some offer a “free forever” service.

With an ESP it’s one stop shopping for both accountability and support. If you choose the in-house route, most support issues will require you to coordinate more than one department or individual to resolve the issue. This can result in “cat herding” and we all know you can’t herd cats.

We’ve complied a list of questions you should ask any Email Service Provider before you sign on the dotted line.

Scott Hardigree guides you through hiring an email marketing expert here.

• Start small and keep it simple!

• Connect with others and see what they are doing. A simple Google search for examples will bring up a lot of inspiration.

• Take a look at examples featured in industry blogs and at many Email Service Providers websites.

More helpful articles on email marketing:
What email marketers can learn from Sherlock Holmes
A good post to start with!
Glossary of email marketing terms explained in plain English
Knowing the lingo means a better comfort level and brings wisdom.
Great email marketing conversation starters
Some great talking points to get those meetings buzzing.
Using HTML to improve your click-through-rate
There’s more to it than just grapics and hyper-links.
Creating relevant email marketing campaigns
Your campaigns won’t work and your reputation will suffer if they are not relevant to your subcribers.
Never use a “no-reply” address…EVER
Your reply address should be monitored by a real person who responds to subscriber feedback.

Canadian Prime Minister, Stephan Harper, plans to prorogue parliment (an extended break/suspension with no elections)  so MPs won’t be distracted with governing the country while Canada’s Olympic hockey teams are kicking the snot out of the world. Micheal Geist posted last week about how this will kill a few important technology-related bills which were making their way through the process. Basically any bills which did not have royal assent are dead and will need to start the process over — Canada’s anti-spam bill (C-27) is one of those casualties. Of course there’s lots of speculation as to why the PM wants to shut down the show for a couple of months but, thankfully, I don’t write a political blog.

Neil Schwartzman over at CAUCE has been doing a heck of a job keeping us all up to date on the progress of C-27, which among other things, addresses spam. The bill will now get a second reading before the Senate Thursday. You can follow the progress here.

Other C-27 posts of interest:

Read Michael Geist’s comments on the progress of C-27 here.

Bill C-27: CRM expert concerned Canadian eMail marketers not ready

5 things eMail marketers need to know about bill C-27

Do you have questions about C-27? Post them here and we’ll get you answers.

If a tree falls in a forest and no one is around to hear, does it make a sound?  If a bill passes in Parliament and no one is around to care, does it still take effect?  I never really had a great answer for the first question but, the answer to the second one is a resounding yes, and in the course of researching the implications of Bill C-27 for clients I was surprised by the distinct lack of opinions apparent from the Canadian email marketing community.

I recently made this comment to Jim Ducharme (editor of The eMail Guide), who recently posted his “5 Things Marketers Need to Know” here at the eMail Guide.  Jim replied with a couple of points:

1- It appears many Canadian companies think of Canada after the US because so many do the bulk of their business there.

2- There’s a tendency to assume we won’t do it any different than the Americans and so if you are covered for Can-Spam you are covered for any laws here.

I think Jim hits the nail on the head, and it may also be a matter of many of us simply leaving our homework until the last minute like we used to in high school.  There are some serious implications that will affect most email marketers; in particular that we won’t be able to email any customers that we haven’t had a “business relationship” with for two years.  This is especially the case for those of us involved in winback or cross-promotion campaigns for former (or even current) customers that haven’t transacted with us for a while.  It will certainly be interesting times for the Canadian email marketers in January if and when Bill C-27 does indeed pass.

Curtis Rushing,
CRM Planner and StrategistBlitz – a division of Cossette Inc.
Cossette.com

Bio
Curtis Rushing leads CRM initiatives for clients of Blitz, uncovering key customer data insights and optimizing new and ongoing marketing initiatives, including curriculum and trigger-based email programs.

Bill C-27 is in part the Canadian government’s attempt to regulate eMail marketing and reduce spam abuse. The bill is winding its way through the commons right now and the Conservatives want to have it passed into law by the end of the year. If you currently use eMail or plan to use it for marketing, you’d better get dialled in now and make sure all your digital ducks are in a row.

We here at the eMail Guide, in our never ending quest to be your one stop shop for eMail marketing information, have compiled what we think are the top five issues you need to be aware of regarding C-27:

1 – Who you can eMail

Under C-27 you must have expressed or implied consent to eMail someone. Expressed consent is clear enough but, implied consent is where things might get subjective. Implied consent is when there is an existing business or non-business relationship. A business relationship exists when someone has purchased from you or entered into some kind of contract with your company in the past. A non-business relationship applies when someone volunteers, donates or joins an organization.

2 – Grandfather clause

This applies to issue number 1. At this time it appears the law will allow you to eMail any client who has had an active business relationship with you but, has not given you explicit consent to eMail them (implied consent),  as long as you eMail them within the grace period which starts immediately from that last business interaction. This grace period has been increased to two years. Use this grace period to get people to give you that explicit consent.

Do you have a point of contact such as a Privacy Officer deal with anyone who might have issues because they believe your eMail is unsolicited?  Implicit relationship or not, you will run into this and 2 minutes to personally respond to an eMail or a 5 minute phone call to address a client or prospect’s concerns will save you a lot of grief and lost opportunities.

3 – 10 days allowed to remove someone from a list

As the bill stands, you’ll be allowed 10 business days to remove someone who has requested to be taken off a list. This is a critical consideration especially during the grandfather period because your definition of an active business relationship and someone else’s might differ quite a bit. A client may not remember to send you a thank you card just for taking them off your list but, they will remember to raise hell if you don’t.

4 – What needs to be in every eMail

The eMail must include the name of the person sending the eMail or the name of the person on whose behalf the eMail is being sent. You are also required to include your company’s name and your contact information. It’s always a good idea to have a point of contact eMail which is monitored daily and provides a fast response to questions or concerns.

Most importantly the eMail must have links and a valid mechanism for people to opt-out (unsubscribe) from the list. The best strategy here is to employ both a link to an unsubscribe eMail address and a web page. The latter is the more robust approach because it can ensure the person is unsubscribing the correct address and perhaps even ask them why they are unsubscribing, giving you some feedback for improving your campaigns.

5 – What a violation can cost you

The maximum penalty for an individual is $1 million and up to $10 million for a company. An individual or the federal government can bring a case against a violator. However, the PR damage might amount to a lot more if for some unfortunate reason you or your company were to be among the first singled out as being in violation of the law.

If you have comments or questions about C-27 please post them! The eMail Guide community and staff will do their best to find the answers for you.

Prepare for BILL-C27 now to ensure you are compliant

Question: Does C-27 replace CAN-SPAM or PIPEDA?

Answer: Canada’s Bill C-27 (the Electronic Commerce Protection Act) will be in addition to those set out in the American CAN-SPAM Act and augments PIPEDA (Personal Information Protection and Electronic Documents Act).

Question: Who can you send emails to?

Answer: To anyone who has given you explicit or implied consent.

Is there already a business or organizational relationship present between you and the recipient of the message? If yes, then that would be implied consent. Of course, if the recipient gives you specific permission to send messages then you have explicit consent.

Question: When can you send emails?

Answer: If you have implied consent, then within 18 months of getting that implied consent (i.e. within 18 months of your organization getting a donation, membership or volunteering from an individual).  You can send emails anytime to anyone who has given you explicit consent.

Question: What does Bill C-27 outline about acquiring new email subscribers?

Answer: Bill C-27 requires that you have prior permission to send an email.

Question: What do I need to make sure is included in my emails?

Answer: The name of the person sending the email, and the name of the person you are sending the email on behalf of as well as the name and contact information of your company.

Question: What about recipients who don’t want your emails?

Answer: How to unsubscribe must be obvious within the email itself, and requests to opt-out must be honoured within 10 days.  Also clearly stated in the email must be a method, active for 60 days, for contacting the person(s) responsible for sending the message.

Questions: What are the penalties for sending emails to recipients without implied or explicit permission?

Answer: Up to one million dollars in the case of an individual marketer and ten million dollars for a business.  The Canadian Government or individuals can bring a case against a sender.

For more detailed and complete information about, please visit ThinData’s article on preparing for BILL-27 for Marketers.