Index
A
accounts (email), total number of, 5-6
addresses (email) required for social media usage, 205-208
advertising in email headers, 78
alt text in image-only email messages, 148-150
anchor tags, 61
Angie’s List, 73
Apple, 146
AppSumo, 86
assumptions, challenging, 167
Athletics Alberta, 230
B
BabyCenter website, 33
Batman and Robin analogy, 204-205
Best Buy, 154
King Arthur Flour (KAF) example, 118-121
“ugly” email messages, 133-134
image-only email messages, 143-152
“pretty” email messages versus, 164-167
Publisher’s Clearing House example, 163
unsubscribe link placement, 152-160
blogs
integration with email marketing, 245
Brownlow, Mark, 3, 124-125, 144, 147, 172, 240-241
buttons as calls to action, 91-96
C
call to action (CTA), 61-62, 86-90
buttons versus links versus images, 91-96
email compared to other media CTA, 86-87
secondary calls to action, 62-63, 88-91
testing, 87
Cangialosi, Greg, 205
CAN-SPAM Act, 6, 101-102, 187, 194
Carnival, 154
challenging assumptions, 167
Chapman, C.C., 35
checklist for email marketing, 250-251
Coburn, Daniel, 189
Comerford, Eoin, 155
commercial email. See also email marketing
delivery rate of, 6
interaction with, 5
confirmation email messages. See double opt-ins
connecting. See social connecting
content filtering, based on Subject lines, 114-123
Costco, 101
creativity, increasing opt-ins with, 29-31
CruiseDeals.com, 35
CTA (call to action), 61-62, 86-90
buttons versus links versus images, 91-96
email compared to other media CTA, 86-87
secondary calls to action, 62-63, 88-91
testing, 87
D
Daniels, Lee, 205
double opt-ins, 92
defined, 181
moving to single opt-ins, 185-186
single opt-ins versus, 180-186
Ducharme, Jim, 194
E
Eastwood, Clint, 252
Einstein, Nicholas, 228
percentage of people using email, 3-5
total number of email accounts, 5-6
email accounts, total number of, 5-6
email addresses required for social media usage, 205-208
“email is dead,” Google results for, 3
email lists
growing. See list growth
email marketing. See also commercial email
“ugly” email messages, 133-134
list growth
asking visitors to subscribe, 26-29
checklist for, 250
ease of sign-up process, 23-25
explanation of sign-up process, 48-49
first impression, importance of, 54
opt-in research activity, 21-23
pre-checking opt-in boxes, 46-48
single versus double opt-ins, 180-186
smartphone apps and QR codes, 31-34
unsolicited email messages, 186-198
social media and
Batman and Robin analogy, 204-205
email address requirements, 205-208
Expedia and Copyblogger examples, 216-218
increasing Facebook likes and revenue, 218-222
King Arthur Flour (KAF) example, 233-234
social connecting, 208-210, 216
social promoting, 212-213, 229-233
social sharing, 210-212, 222-227
email messages, components of, 57-58
call to action, 61-62, 86-90, 91-96
secondary calls to action, 62-63, 88-91
social sharing options, 63-64, 98-100
Subject line and From address, 58-59, 68-72, 113-114
table of contents (TOC), 60-61, 82-86
EmailIsNotDead.com, 3
Emma (email service provider), 103, 105
Expedia, 217
explicit permission, implicit permission versus, 187-189
F
Facebook. See also social media
sharing email messages via, 99-100
Feedburner, 92
Ferrell, Will, 30
first impression, importance of, 54, 67
Funny or Die website, 30-31, 177-179
future of email marketing, 239-245
G
Godin, Seth, 186
Google+. See social media
Gouldey, Crystal, 122
growth of email list
checklist for, 250
explanation of sign-up process, 48-49
first impression, importance of, 54
Funny or Die website example, 177-179
increasing opt-ins with, 174-175
Park City Mountain Resort (PCMR) example, 179-180
single versus double opt-ins, 180-186
double opt-ins, advantages, 182-183
single opt-ins, advantages, 183-185
Village Voice Media (VVM) example, 185-186
asking visitors to subscribe, 26-29
ease of sign-up process, 23-25
opt-in research activity, 21-23
pre-checking opt-in boxes, 46-48
smartphone apps and QR codes, 31-34
unsolicited email messages, 186-198
H
Halpern, Derek, 50-51, 137-138
Hardigree, Scott, 229
HARO (Help a Reporter Out), 95, 141-143
headers, 60
Help a Reporter Out (HARO), 95, 141-143
Henchy, Chris, 30
Hoffman, Eric, 180
Holland, Anne, 129
Home Depot, 76
HTML email messages, text email messages versus, 134-143
humor, increasing opt-ins with, 29-31
I
Ibex Outdoor Clothing, 94-95, 151-152
image-only email messages, 143-152
King Arthur Flour (KAF) example, 146-147
“slice and dice” method, 150-152
images as calls to action, 91-96
implicit permission, explicit permission versus, 187-189
inactives on email list, 14-16
Inbound & Content Marketing Made Easy (Sheridan), 37-38
incentives, growing email list and, 37-39
Infusionsoft, 229
in-line forms, 173. See also opt-ins
J
Jenkins, Simms, 123
K
KAF (King Arthur Flour), 118-121, 146-147, 233-234
Kaplan, Bill, 192
Keath, Jason, 138
King Arthur Flour (KAF), 118-121, 146-147, 233-234
Kollas, Spencer, 109
L
legal issues
implicit versus explicit permission, 187-189
pre-checking opt-in boxes, 48
length of Subject lines, 123-129
Funny or Die website example, 177-179
increasing opt-ins with, 174-175
Park City Mountain Resort (PCMR) example, 179-180
popups versus, 173
likes (Facebook), increasing, 218-222
LinkedIn. See social media
links as calls to action, 91-96
checklist for, 250
explanation of sign-up process, 48-49
first impression, importance of, 54
Funny or Die website example, 177-179
increasing opt-ins with, 174-175
Park City Mountain Resort (PCMR) example, 179-180
single versus double opt-ins, 180-186
double opt-ins, advantages, 182-183
single opt-ins, advantages, 183-185
Village Voice Media (VVM) example, 185-186
asking visitors to subscribe, 26-29
ease of sign-up process, 23-25
opt-in research activity, 21-23
pre-checking opt-in boxes, 46-48
smartphone apps and QR codes, 31-34
unsolicited email messages, 186-198
Litmus, 135
LockerGnome website, 32
Lopp, Jameson, 134
Lynch, William, 197
M
Marketing Over Coffee (MoC) podcast, 164-167
MarketingProfs, 83-85, 93-94, 209-211
Martin, Tom, 184
McKay, Adam, 30
messages. See email messages, components of
Michaels store, 41
MoC (Marketing Over Coffee) podcast, 164-167
Moody, Chris, 92
Moosejaw, 155
MoveOn.org, 72
Muller, Paul R.J., 157
MySpace. See social media
N
Naslund, Amber, 213
NetProspex, 196
Niendorf, Molly, 151
O
offline signup, growing email list and, 40-42
open rates, 59
importance of, 71
for plain-text email messages, 139
asking visitors to subscribe, 26-29
double opt-ins, 92
defined, 181
moving to single opt-ins, 185-186
single opt-ins versus, 180-186
ease of sign-up process, 23-25
explanation of sign-up process, 48-49
first impression, importance of, 54
including in email messages, 101-102
increasing
Funny or Die website example, 177-179
Park City Mountain Resort (PCMR) example, 179-180
pre-checking opt-in boxes, 46-48
single opt-ins
defined, 181
double opt-ins versus, 180-186
smartphone apps and QR codes, 31-34
opt-out email messages, 189-191
opt-out links. See unsubscribe links
P
Park City Mountain Resort (PCMR)
Patel, Amy, 156
pausing email messages, 154-156
PCMR (Park City Mountain Resort)
Penn, Chris, 48-49, 105, 149-150, 157-158, 164, 175-176, 225
Permission Marketing (Godin), 186
permissions. See unsolicited email messages
phone calls to unsubscribers, 159-160
Pilbeam, Chris, 142
Pinterest. See social media
Pizza Express, 150
plain-text email messages, 134-143
HARO (Help a Reporter Out), 141-143
open rates, 139
Polivy, Dave, 222
pop-overs, 173
Funny or Die website example, 177-179
increasing opt-ins with, 174-175
lightboxes versus, 173
Park City Mountain Resort (PCMR) example, 179-180
pre-checking opt-in boxes, 46-48
unsubscribe links in, 74
“pretty” email messages, “ugly” email messages versus, 164-167
promoting. See social promoting
Publisher’s Clearing House example, 160-164
Q
QR codes, growing email list and, 31-34
R
Raven, Frederick, 72
readability of image-only email messages, 147-152
renting email lists, 194
return on investment (ROI) of email marketing, 8-9
Robbins, Elaine, 218
Roberts, Joanna Lawson-Matthew, 165-167
ROI (return on investment) of email marketing, 8-9
Rosenberg, Craig, 195
Rubin, Karen, 116
S
SafeUnsubscribe, 103
Scheiman, Gretchen, 47
secondary calls to action, 62-63, 88-91
Shafer, Jay, 121
Shankman, Peter, 142
Share With Your Network (SWYN). See social sharing
sharing. See social sharing
shrinkage of email list, 14-16
sign-up process (email lists), explaining, 48-49
Silverpop, 141
single opt-ins
defined, 181
double opt-ins versus, 180-186
Village Voice Media (VVM) example, 185-186
“slice and dice,” image-only email messages, 150-152
smartphone apps, growing email list and, 31-34
snippet text. See preheaders
email marketing relationship, 208-210, 216
Expedia and Copyblogger examples, 216-218
increasing Facebook likes and revenue, 218-222
email marketing and
Batman and Robin analogy, 204-205
email address requirements, 205-208
Expedia and Copyblogger examples, 216-218
increasing Facebook likes and revenue, 218-222
King Arthur Flour (KAF) example, 233-234
social connecting, 208-210, 216
social promoting, 212-213, 229-233
social sharing, 210-212, 222-227
sharing options in email messages, 63-64, 98-100
social sharing versus social connecting, 98
defined, 208
email marketing relationship, 212-213, 229-233
King Arthur Flour (KAF) example, 233-234
email marketing relationship, 210-212
social sign in, 207
Sonic Foundry, 129
spam
rate of, 6
spam filters, 144
SpamAssassin, 144
Stewart, Morgan, 108
audience expectations, 71
King Arthur Flour (KAF) example, 118-121
success metrics, 251
SWYN (Share With Your Network). See social sharing
T
table of contents (TOC), 60-61, 82-86
Tahoe Mountain Sports (TMS), 222, 231
Teletext Holidays, 156
tertiary calls to action, 62-63, 88-91
testing
King Arthur Flour (KAF) example, 118-121
plain-text email messages, 137-138
Publisher’s Clearing House example, 163
“ugly” versus “pretty” email messages, 164-167
CTA (call to action), 87
importance of, 251
success metrics, 251
unsubscribe link placement, 152-160
HARO (Help a Reporter Out), 141-143
open rates, 139
TheSalesLion.com website, 37-38
Thorpe, Andy, 74
Thrillist website, 31
TMS (Tahoe Mountain Sports), 222, 231
TOC (table of contents), 60-61, 82-86
trigger words in Subject lines, 114-123
TrueRemove, 103
Twitter. See also social media
growing email list and, 35
sharing email messages via, 99
usage statistics, 204
U
“ugly” email messages
image-only email messages, 143-152
unsubscribe link placement, 152-159
challenging assumptions, 167
“pretty” email messages versus, 164-167
Publisher’s Clearing House example, 160-164
unsolicited email messages, 186-198
in preheaders, 74
Urban Outfitters, 127
V
Vascellaro, Jessica, 1
Vaynerchuck, Gary, 159
“View from the Digital Inbox 2001” (Merkle), 4
Village Voice Media (VVM), 185-186, 190-191
W
Wall, John, 164
Wall Street Journal, 1
website visitors, asking to subscribe, 26-29
Webster, Joe, 227
welcome emails, sending, 50-53
WhatCounts, 224
“What’s In It For Me?” (WIIFM), 37-39
WhichTestWon.com, 129
White, Chad, 116, 141, 242-243
“Why Email No Longer Rules” (Vascellaro), 1
WIIFM (“What’s In It For Me?”), 37-39
Williamson, Matt, 183
WP Super Popup Pro, 176
Y
Yastremski, Anne, 84
Z
Zappos, 82