Email Marketing Safety Kit

EMAIL REVENUE FIRST AID KIT 3 Checklists to Improve ROI by Building Trust in Your Email Program Are you ready to exceed your revenue goals? Is it time to improve your email marketing credibility? Ready for your email marketing pay day? At Return Path, we know that building trust is the key to growing profits. Whether you need to get your permission practices in order or repair the damage you’ve done by making a few wrong turns, our First Aid Kit has everything you need to get started. Follow our checklists in this kit and we promise they will help you improve consumer confidence and generate more revenue from the email you send. By using email the right way, you not only improve the relevance of your program but you will reap the rewards.

If you have questions about this report or would like to hear how Return Path’s services can improve your email delivery and performance, please call 1-866-362-4577, or email [email protected]. © 2008 Return Path, Inc. www.returnpath.net/

Checklist #1 Obey the Law The Federal CAN-SPAM Requirements Doing business in the United States? If yes, this law applies to you. • • • • •

Have a working opt-out mechanism as part of all marketing-related email communications (including newsletters). Make it clear, conspicuous and easy to use so your subscribers don’t resort to using the “This is spam” button. Process all opt-out requests within 10 days but immediately is best. Display the physical address of your company in the footer of the email (not a P.O. Box). Make sure the purpose of your email matches both your subject line and body. Don’t use the subject line “20% off all merchandise” if you’re promoting your store credit card. Its just common sense and smart marketing. Learn more about CAN SPAM: http://www.spamlaws.com/federal/can-spam.shtml.

Utah & Michigan Child Protection Laws Do you have any minors on your lists? Protecting children online is an important issue so work with your legal department to stay on top of developments. • • •

These online Child Protection Registries are designed to prohibit sending email to any email address or domain in the registry, regardless of permission, if the message contains material (or links to material) which is illegal for minors. This might include topics such as alcohol, tobacco, gambling, prescription/illegal drugs or pornography. Learn more about the Utah laws: • http://www.le.state.ut.us/~code/TITLE13/13_26.htm • https://www.utahkidsregistry.com/compliance.html Learn more about the Michigan law: • http://www.legislature.mi.gov/documents/2005-2006/billenrolled/senate/htm/2005-SNB-0708.htm • https://www.protectmichild.com/compliance.html

The California Online Privacy Protection Act (CA-OPPA) Got any Californians on your file? If yes, this law applies to you. •

Prominently display your privacy policy and make sure it includes the following: • List the categories of information collected on your website. • List of the categories of third parties with whom you may share the information, if you don’t share information, state that specifically. • Explain how your customers review and change their personal information. • Explain how your customers are notified of privacy policy changes. • Prominently display the effective date of your privacy policy.

Georgia “SLAM SPAM” Law Any of your mail sent, from, through or to computers or email servers in Georgia? Not sure? Play it safe and comply. • This Georgia law regulates the sending and receiving of “false or misleading” commercial email messages. • Learn more about SLAM SPAM: http://www.spamlaws.com/state/ga.shtml.

International Email Regulations •

Are you running a global business? Stay on top of the array of standards required by different countries. • • • •

Canada’s PIPEA: http://www.privcom.gc.ca/legislation/02_06_01_e.asp. UK: http://www.opsi.gov.uk/si/si2003/20032426.htm. Germany: http://www.oecd-antispam.org/rubrique.php3?id_rubrique=27. Hong Kong: http://www.gld.gov.hk/egazette/pdf/20071122/es1200711229.pdf.

NOTE: This information should not be construed as legal advice. Please consult with your legal counsel on all regulatory compliance issues. If you have questions about this report or would like to hear how Return Path’s services can improve your email delivery and performance, please call 1-866-362-4577, or email [email protected]. © 2008 Return Path, Inc. www.returnpath.net/

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Checklist #2 Get Permission Permission comes first, customer engagement follows ‰‰ Be clear about what you’re offering at sign-up. State the benefits, the content of the emails, the frequency and when the subscriber should expect the first email. ‰‰ Make sure your opt-in is 100% clear and voluntary. Follow up with a welcome message with opt-out instructions within 24 hours of sign-up. ‰‰ Make the unsubscribe process instant, perfect, and painless – test it often. ‰‰ Respect varying levels of permission. For example, submitting an email address to get a shipping notification is not an opt-in for a weekly newsletter. ‰‰ Keep permission current. Reach out to the people who don’t open or click, find out what they want and deliver the experience.

Keep your list growing ‰‰ Use your website to promote your email program. Prominently place the sign-up on every page. Test form placement and a custom invitation on your most heavily trafficked pages. ‰‰ Create an easy sign-up process. Don’t ask for information you don’t need. A short form with just a few fields (i.e. name, email address) is most effective. ‰‰ Make email capture a priority on your search landing pages. ‰‰ Cross-sell your email program in your transactional emails. ‰‰ Expand list growth efforts through targeted mailings to rented lists as part of third-party offers, lead generation and co-registration campaigns. ‰‰ Choose the good partners. Ask yourself, would you bet your brand and sending reputation on their practices?

Give Subscribers a Choice ‰‰ Have a preference center so your customers can choose the types of email they want to receive, frequency, the format (HTML, text or mobile) and provide options for account management (i.e., change of address). ‰‰ If your subscribers regularly read your emails on their PDA, offer a Mobile-Friendly format (simple HTML with text) which can be selected at sign up or in your preference center ‰‰ Don’t make assumptions. Just because a subscriber opted-in to receive monthly offers doesn’t mean they also want to receive your weekly newsletter or press releases. ‰‰ If you are sending something as part of a new campaign, product launch or initiative, make it clear that it falls outside the original permission grant and include a prominent unsubscribe link. ‰‰ Use the unsubscribe flip: as subscribers opt-out of one list, offer them a choice of opting into another, or allow them to decrease their frequency instead of opting off the file.

Go Viral ‰‰ The right mechanics for forward to a friend mean nothing if your content is not interesting and forwardable. The most popular viral content is often humorous, witty, off-beat or related to current events. ‰‰ Encourage subscribers to forward your messages (but don’t offer an incentive) following best practices and guidance from the FTC’s CAN-SPAM rules and receivers/ISPs. ‰‰ Go multi-channel with viral campaigns – using blogs, social networking sites and other promotions to build support for the campaign.

If you have questions about this report or would like to hear how Return Path’s services can improve your email delivery and performance, please call 1-866-362-4577, or email [email protected]. © 2008 Return Path, Inc. www.returnpath.net/

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Checklist #3 Publish, Don’t Blast Break Through the Inbox Clutter with Informative and Useful Content ‰‰ ‰‰ ‰‰ ‰‰ ‰‰

Create a memorable subscriber experience: Make it about them, not you. Customize the experience as much as possible based on behavior, demographics, product usage or customer status. Segment for relevancy (i.e., customers vs. prospects or new subscribers vs. long-time subscribers). Send more email when subscribers are in market to buy (when their tolerance is higher) and less when they are not. Always ask for (and listen to) feedback.

Send a Welcome Message ‰‰ ‰‰ ‰‰ ‰‰

New subscribers are most engaged – and also most vulnerable. It only takes 1-2 emails to wow them – or turn them off completely. Send a welcome message within a day (24 hours) of sign up. Include these elements: • Confirmation of frequency, type(s) of email to be sent and privacy policy. • Welcome offer or thank you gift. • Link to your most recent newsletter edition. • Easy way to unsubscribe or change preferences. • Something of intrinsic value – content, downloads, coupons or interactivity.

Be Interactive With Engaging Copy and Images ‰‰ ‰‰ ‰‰ ‰‰ ‰‰

Write content and promotions that entice the click – make it interactive. Invite readers to post ideas or answers to questions. Include a poll or quiz once a quarter. Ask for feedback in each message (a link in the footer or at the end of an article will do). Send a survey once a quarter.

Provide Real Value ‰‰ Value, like beauty, is in the eye of the beholder. Even ardent customers get tired of repetitive sale announcements and product shots. ‰‰ Most readers only really care about themselves. So be sure your emails help them to see how your products and services can make them smarter, more productive, slimmer, a better parent, more beautiful, wealthier and happier. ‰‰ Treat your VIP subscribers like they are VIPs – and make sure they know that they are valued and respected.

If you have questions about this report or would like to hear how Return Path’s services can improve your email delivery and performance, please call 1-866-362-4577, or email [email protected]. © 2008 Return Path, Inc. www.returnpath.net/

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