• 2007 MarketingSherpa showed that email is “extremely significant” to company’s marketing programs.
• 25% of marketers surveyed have no mention of newsletter or email signup on their homepages.
• 55% of companies send a Welcome email message within 72 hours. Of those, roughly 1/3 send content beyond welcome – these automated email triggers offer a great opportunity to show examples of previous newsletters or cross-sell or up-sell offers. Strike while the iron is hot and reach out to subscribers right when they are most excited about hearing from you.
• Transactional email has become more accepted over the past 3 years. Fewer people are hugely negative or positive towards transactional email as long as there isn’t a lot of heavy, “hard sell” marketing speak in them.
• Email Deliverability: many ISPs like AOL, Earthlink, Gmail, and Yahoo are primarily Reputation-based which has become much more systematic and mathematic in all that Reputation encompasses. Reputation-based programs promote good marketing.
• Reputation Fixes:
  1) Slash your list
  2) Third Parties & CAN-SPAM (do it right)
  3) Rendering 
• MSherpa recommends that you re-engage with an unsubscriber at the point of unsubscribing. Add 2-3 quick survey questions asking why they are leaving.
• Eyetracking: need to teach new designers a data-centric way of where email recipients eyes are drawn to on the email creative. Showed a case study of a more print-driven design that performed horribly on Eye Tools heat map. The other case study showing tightened up copy and strong visual offers performed amazingly where the hottest area of the heat map was actually below the fold. Impressive.
• Viewing and Rendering: blocked images are important to take into account. Make sure that your email creative has a mix of images and copy where some copy is above the fold.

Landing Pages: this is the most powerful and impactful part of your email campaign.
Landing page copy (44% high ROI), A/B – email offers, Subject line tests, Landing page creative, A/B – email creative

If you forget anything from the above information, just remember this:
ECE = 3lq + 2or + 2bc + 2it + ef + dr
Email Campaign Effectiveness = list quality + offer relevance + body copy + intrinsic timing (send times and urgency) + envelope fields (subject and from fields) + deliverability rate

(formula is courtesy of Flint McGlaughlin, Director of MEC Labs (who just acquired MarketingSherpa))

MS Outlook and Windows LiveMail (formerly Hotmail) represent 600 million people / users in the world. Microsoft expects this to climb to 1 billion in the next few years.

Big change in Outlook 2007: it automatically postmarks emails to email addresses NOT in your address book. It delays the send several minutes per email address not in your address book. This will significantly reduce the amount of spam generated by botnets and zombies that send email through unprotected PCs (which is responsible for 80% of the increase in spam in the past year).

Spammer Trends and Tactics:
Microsoft has brought 376 successful lawsuits against spammers in the past 3 years. Part of the lawsuit process requires the spammer to come into Microsoft’s office and explain why they spammed. Recently, a 17 year-old came into to talk to the Microsoft deliverability team – he started when he was 9 years old and was now sending 25 million emails per day and made $300 per day on affiliate revenue (which breaks down to roughly $1 per 100,000 emails – not great ROI, but pretty good when considering there are no costs other than his eventual fine and jail time).

Of the 4 billion emails per day that Hotmail processes, 90% is spam. Much of this is image spam, and spam generated from botnets and zombies.

Next version of Hotmail is Windows LiveMail which is very similar to Outlook.

An Unsubscribe link is built into every email in Windows LiveMail in the Return Header.

Microsoft Goals:
1. Reduce Spam in Inbox
2. Improve deliverability for legit senders:
a. volume based reputation
b. Sender ID + past reputation (Outlook postmark)
c. Unsubscribe built into Windows LiveMail

Last note is the phenomenon of communication barriers within Microsoft. The Outlook team makes major changes/shifts every 3 years, and for Outlook 2007, they are moving to a content rendering engine built in MS Word instead of the natural choice of Internet Explorer. Microsoft’s deliverability found out about this at the same time the general public saw the press release a couple weeks ago – doesn’t know why this decision was made by the Outlook team. Maybe the next ReturnPath event can address this topic in more detail…

Here are my notes from the event (Return Path speaker):
Large ISPs getting significantly more email volume each day – recently showing 7.4billion emails per day.

What is Email Reputation?
1. Complaints (Informal)
2. High Unknown Users (unclean list)
3. Spam Traps (spamcop.com and other types of spam-catching email addresses)
4. Sending Infrastructure (IP address must be clean)
5. Sending Consistency (similar daily email volume)

Where you are sending from matters a whole lot more than domain reputation and email content.

Feedback loops are important – automatically unsubscribes people who complain. Added benefit of decreasing complaint rates up to 40% at Yahoo, Hotmail, when feedback loops are implemented by senders.

Strategies to Reduce complaints:

• Welcome email upon subscription 
• Link to sample newsletter
• Use double opt-in
• Always respect unsub requests
• Make it very easy to unsubscribe
• Content relevancy is key
• Conduct complaint analysis

ComputerWorld reports:
“November 07, 2006 (IDG News Service) — Marketer Yesmail Inc. has agreed to pay a $50,717 civil penalty to settle Federal Trade Commission charges accusing it of sending unsolicited commercial e-mail after recipients asked it to stop.

The FTC alleged that Yesmail, doing business as @Once Corp., violated federal law by continuing to send unsolicited e-mail more than 10 business days after recipients asked that the e-mail stop.

In an ironic twist, Yesmail’s spam-filtering software filtered out some unsubscribe requests from recipients as spam, resulting in Yesmail failing to honor unsubscribe requests, the FTC said. Yesmail sent thousands of e-mail messages to recipients after they requested it stop, the FTC said when announcing the settlement yesterday.”

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