Email Marketing Best Practices Flashcards
Defining a Digital Marketing Strategy
1) Put yourself in your customer’s shoes for every interaction
2) Inventory your existing data assets and technologies
3) Prioritize your Business and Customer Use Cases
4) Determine your success criteria
5) Create a single view of the customer
How do you put yourself in your customer’s shoes for every interaction?
- Identify how your prospects and customers interact with your brand.
- Take note of the advertising, website, and marketing messaging, content, CTA’s, process steps, data inputs, and duration between communications.
- Uncover challenges your customers face when interacting with your brand.
How should X company inventory their existing data assets and technologies?
- Identify the technology platforms they already have in place. Identify how they impact the customer and how they impact the customer’s experiences and interactions with the company.
- Identify which systems store personal identifiable information and which don’t.
- Record the unique identifiers that exist in each technology. Use this information to create data extensions and your data model in Marketing Cloud.
- Consider GDPR. Consult with technology and data teams to determine how GDPR impacts your strategy.
How should X company prioritize their business and customer use cases?
- Determine the level of effort, business impact, and customer impact for each of their customer’s challenges. Use a grading score of 1-5 to help rate the challenges.
- Identify quick marketing wins based on the scores.
- Identify technology overlap and technology gaps.
How should company X determine their success criteria?
- Assign key performance criteria to each customer challenge. EX. clicks, opens, conversions, likes, shares, cost-per-acquisition, and cost-per-conversion.
- Use and track progress using SMART objectives.
How should company X create a single view of the customer?
- Identify technology platforms that you can connect to maximize use of customer data. Ex. Connect commerce platform to Marketing Cloud to deliver the right offer at the right time and increase conversions and order value.
- Document the complete 360-degree view of your customer based on all the first-, second-, and third-party data you collect across platforms.
What are the key elements to crafting effective marketing emails?
- Keep them short and sweet.
- Use your branding to your advantage.
- Test, test, test! A/B Testing
- Preheaders
- Utilize AMPscript to build dynamic content and create emails that are personalized.
- CTA’s
EFFECTIVE MARKETING STRATEGIES
SUBJECT LINE BEST PRACTICES
- Keep them short and sweet. Limit to 50 characters or fewer.
- Use your branding to your advantage. Infuse your brand into the messaging and take advantage of brand loyalty.
- Test! Utilize A/B testing
EFFECTIVE MARKETING STRATEGIES
A/B TESTING
Takes two versions of an email and tests to see which one works better.
A/B Testing Possibilities
- Front-loading the brand name
- Front-loading keywords
- Length
- Styles
- Personalization
- Calls to Action
EFFECTIVE MARKETING STRATEGIES
PREHEADERS
Limit preheader to about 100 characters, and make it catchy!
EFFECTIVE MARKETING STRATEGIES
CTA’S
Great CTA’s are:
- Urgent: Use CTAs that create a need for urgent action.
- Brief: State the CTA briefly, with no more than 5 words.
- Action-oriented: Begin your CTA with a verb.
- Clear and Predictable: Be clear and link to a place that doesn’t surprise subscribers.
- Limited and visible: Focus subscribers’ attention on one to two prominent CTA’s.
CAN-SPAM GUIDELINES
Controlling the Assault of Non-Solicited Pornography and Marketing Act
- Accurately identify the sender in the header information.
- Use a subject line that accurately represents the content of the email.
- Identify the message as an advertisement.
- Include your physical mailing address.
- Honor opt-out requests promptly.
- Provide a mechanism to opt out.
You receive an email opt-out request. According to CAN-SPAM, when do you need process that unsubscribe request by?
An unsubscribe request must be processed within 10 days. The unsubscribe mechanism must be operational for at least 30 days after mailing.
Company X is creating a mechanism for subscribers to opt out. What should be kept in mind when creating this mechanism, according to CAN-SPAM?
Under CAN-SPAM, you cannot require a subscriber to log in or visit more than a single page to unsubscribe.
What are the types of unsubscribes?
- Global
- Primary
- List
What is a global unsubscribe?
When customers choose global unsubscribe, they unsubscribe from every email sent from Marketing Cloud.
What is a primary unsubscribe?
With primary (account-level) unsubscribe, customers choose to unsubscribe from emails sent by a given company.
What is a list unsubscribe?
Customers choose list unsubscribe when they want to unsubscribe from a specific list.
What are some ways to improve email deliverability?
- From?
- Bounce and Purge
- Manage email frequency
- Spam filters
Email Deliverability
Deliverability refers to the various stages of an email’s life: the sending, receiving, and opening and an email.
IMPROVE EMAIL DELIVERABILITY
FROM?
- To ensure your email is recognizable, include an actual name in the From address.
- Add the name of your organization to the subject line.
- Using your organization name in both the From address and the subject line will decrease the chances your email will end up in the spam folder.
Company X sent out a marketing email and received bounce-back messages. What should they do to help improve their email deliverability?
Bounce-back messages alert you to defunct email accounts. It is critical to remove any bounced addresses from your mailing lists between one marketing message and the next that you send.
What bounce rate do you want to avoid?
A bounce rate of over 20% for any single mailing can have serious consequences. If your deliverability is bad, your IP address can be put on a blocklist or even shut down.
What is best practice when you have old or inactive addresses in your mailing list?
Purge old and inactive addresses from your mailing lists. Don’t keep names and emails that you haven’t emailed in months. Don’t spend money on sending emails that aren’t even being opened.
What are best practices when managing email frequency?
- Deliver what you promise. Send emails at the frequency that you promised and your subscribers agreed to.
- You want emails to be personal, relevant, and anticipated.
What filter logic do most spam filters use?
Most spam filters use content - or keyword - based logic.
Besides using keyword based filter logic, what other logic is used by spam filters?
- Incorporating email volume from any one sender, customer complaints into algorithms.
- Function on a score basis and filter messages that rate high as spam after the characteristics of the message (content, volume, response, sender) have been reviewed using anti-spam filters.
What are the ways that your company can acquire new subscribers and grow your audience?
- Website sign-ups
- Mobile sign-ups
- Single Opt-In vs Double Opt-In
- Social Media
- In-store promotions
- Sales and Customer Service Calls
ACQUIRE NEW SUBSCRIBERS
WEBSITE SIGNUPS
- Requires users to give an email address before they can create an account on your website.
- Promote your online loyalty program by requiring an email address to register.
- Offer users an incentive for subscribing, use a pop-up form for website visitors that reads, “Subscribe to our mailing list and get 10% off.”
ACQUIRE NEW SUBSCRIBERS
MOBILE SIGN-UPS
- If you have a mobile app, create an option to opt in to emails when users register for or use it.
- Consider buying mobile app ads. You can use these types of ads to encourage customers to subscribers to your emails. Use with caution as this can annoy and turn off customers.
ACQUIRE NEW SUBSCRIBERS
SINGLE OPT-IN vs DOUBLE OPT-IN
- Single opt-in requires a person to respond only once to opt-in for future sends
- EX: Run a mobile campaign that asks users to text a keyword to a specific short code in order to opt in to a campaign.
- Double opt-in requires a person to respond affirmatively and then confirm that affirmative response in order to opt in for future sends.
- This is a good way to ensure that an email address is entered correctly and validated. It catches those that have typos
when their email is entered originally. - EX: Ask users to send a keyword and their email address, and then open their email and confirm their choice to opt in.
- This is a good way to ensure that an email address is entered correctly and validated. It catches those that have typos
ACQUIRE NEW SUBSCRIBERS
SOCIAL MEDIA
- Promote content via any type of social media that requires an email to access.EX: Cloud Kicks advertises via Facebook. Their ad shows up in your newsfeed and you are interested in promoted product. You click the post, and it goes to their Facebook page. There, you see a link to subscribe to their monthly newsletter. This is a great way to acquire subscribers.
ACQUIRE NEW SUBSCRIBERS
IN-STORE PROMOTIONS
- Have sales associates ask customers for their email address during the checkout process.
- Set up an in-store sign to ask customers to text a code to receive a coupon. This method combines the in-store and mobile methods for opt-in. When they text that code, ask them to send their email address along with that code.
ACQUIRE NEW SUBSCRIBERS
SALES & CUSTOMER SERVICE CALLS
Any call a customer makes to your company is a great way to collect email addresses. When customers call to speak to someone or seek help, ask for their email address. This helps service reps access the customer’s account.
What is the most effective subscriber acquisition method?
Inbound sales and service calls
Sales = 71%
Service = 63%
What is the least effective subscriber acquisition method?
Website sign ups
ENGAGE YOUR SUBSCRIBERS -
BEST PRACTICES
- Don’t force it.
- Offer incentives.
- Make a good first impression.
- Set up a Welcome series.
- Plan content carefully.
- Personalize it.
What method of engaging subscribers has the highest open and click rates of email messaging?
Welcome programs can create some of the highest open and click rates of any email messaging.
When planning content, what are important things to do and keep in mind?
- First, set customers’ expectations on how frequent your emails are. Subscribers want to know what to expect.
- Next, when crafting content, make sure to use text to convey your message appropriately when recipients’ email programs block images. Ensures message is conveyed even if images are blocked.
- Finally, keep in mind your content hierarchy. Place the most important and relevant information at the top of the emails so subscribers see it first. Keep important info above fold.
Who must comply to the CCPA?
(California Consumer Privacy Act)
Any for-profit company that receives the Personal Information of a California resident AND meets any of the following:
- Has an annual revenue of $25 million
- Handles the data of 50,000 CA
consumers or devices
- Derives 50% or more of its revenue from
selling PI
If a business does not collect PI directly from consumers, does the CCPA still apply to them?
A business does not have to collect PI directly from Consumers for CCPA to apply. The CCPA will apply if a company meets the definition of Business even if it has no direct contact with Consumers, if it receives data from other Businesses or sources.
According to the CCPA, what rights does a consumer have?
- Right to NOTICE
- Right to ACCESS
- Right to OPT OUT (or opt in)
- Right to request DELETION
- Right to EQUAL SERVIES & PRICING
CCPA - RIGHT TO NOTICE
- Consumers have the right to receive clear and transparent information about the categories and types of PI that Businesses are collecting about hem.
- Businesses must inform consumers at or before the point of collection of the categories of PI that will be collected and the purposes for which these categories will be use.
- Consumers are entitled to know the identify of the third parties their PI is being shared with.
CCPA - RIGHT TO ACCESS
Consumers have the right to request that a Business disclose any or all of the following:
- The categories of PI collected about them.
- The categories of sources from which PI is collected.
- The purpose for which their PI was collected.
- The third parties with which the Business shares PI
- The specific pieces of PI (name, email, etc) the Business holds about a customer.
Under the CCPA, if a Business sells PI or discloses it for business purposes, does a consumer have the right to request information and if so, what do they have a right to request?
If a Business sells PI or discloses it for business purposes, Consumers have the right to request information about the categories of information being sold or disclosed.
CCPA - RIGHT TO OPT OUT/IN
- At any time, consumers have the right to tell Businesses to stop selling their PI
Under the CCPA, what circumstances allow for the sale of PI of children under 16?
The CCPA allows the PI of children under 16 to be sold IF:
- A child between the age of 13 and 16 affirmatively opts in, or
- The parent or guardian of a child under 13 affirmatively authorizes the sale of their PI
CCPA - RIGHT TO REQUEST DELETION
Consumers have the right to request that Businesses delete their PI when such information was collected from the consumer.
Under the CCPA, what exceptions apply to the right to request deletion?
Businesses do not have to comply with a deletion request if the business needs the consumer’s PI to:
- Perform a contract between the business and the consumer.
- Detect security incidents.
- Protect against malicious, deceptive, fraudulent, or illegal activity; or to prosecute those responsible for that activity.
- Exercising free speech
- Protecting or defending against legal claims
- Retaining the data for internal uses reasonable aligned with the Consumer’s expectations.
CCPA - RIGHT TO REQUEST EQUAL SERVICES & PRICING
- This right does not restrict or prohibit a business from collecting PI, and it only applies after a consumer has exercised any or all other CCPA rights.
- If a consumer exercises any of their rights under the CCPA, a business cannot then charge a different price or change the quality of services it provides that consumer based upon the consumer’s exercising of rights under the CCPA.
CCPA - KEY COMPLIANCE REQUIREMENTS
- Honor Consumer Rights
- Transparency
- Disclosure
- Consent
- Train Employees & Staff
- Ensure Vendors & subprocessors are subject to strict contracting terms
What does the CCPA require of businesses to allow consumers to submit rights requests?
The CCPA requires businesses to create two or more designated methods for consumers to submit CCPA rights requests. Including, at a minimum, providing a toll-free telephone number. Additional acceptable methods for submitting requests include:
- Providing a postal mailing address.
- Providing an email address
- Providing a link to an internet webpage or portal
- Providing some other contact information whereby consumers may exercise their rights and submit a request under the CCPA
Under the CCPA, how can businesses adhere to the key principle of disclosure?
- Businesses have to disclose the categories of PI they collect and use before or at the time of collection. Disclosures must include the following:
- The categories (types) of PI collected
- The categories of sources from which PI is collected
- The purpose for which the PI is collected
- Any third parties that will have access to the PI
- The CCPA requires that Businesses provide the above information in their public privacy or policy statement. If a business does not maintain a policy or privacy statement, they must provide the above disclosure on their website. These disclosures should be updated annually.
According to the CCPA, what disclosures must a business provide a consumer upon request?
The disclosures a business provide a consumer are:
- The categories (types) of PI collected
- The categories of sources from which PI is collected
- The purpose for which PI is collected
- Any third parties that will have access to the PI
How can businesses be in accordance with the key principle of consent under the CCPA?
- The CCPA requires that Businesses engaged in activities that constitute a Sale under CCPA provide “a clear and conspicuous link on the Business’ website, titled “DO NOT SELL MY PERSONAL INFORMATION”, that leads to a page that allows a consumer to opt out of the sale for their PI.
Company X wants their customers to create an account in order to opt out of the sale of their PI. Is this in accordance with the key principle of consent under the CCPA?
Businesses CANNOT require consumers to create an account to opt out of selling.
*** For consumers 16 years old or younger, this must be presented as an opt-in choice, not an opt-out
Company A wants to hire a vendor to handle PI, what does the company need to do to ensure the vendor is acting in accordance with the CCPA?
When businesses hire vendors to handle PI, the CCPA refers to these vendors as Service Providers. If a vendor qualifies as a Service Provider under the CCPA, then a written contract must be signed with the Service Provider that limits processing to the business purpose of the contract. The contract must also include, among other things, a certification from the Service Provider that it understands the restrictions and will comply with them.
CCPA - RESPONDING TO CONSUMER REQUESTS
- Businesses must make it easy for consumers to submit data access requests.
- The identity of the requesting consumer must be verified to endure that sensitive information is not shared with the wrong person. After verification of identity and that the request is lawful, BUSINESSES MUST RESPOND TO RIGHTS REQUESTS WITHIN 45 DAYS and disclose and deliver the appropriate information and take the necessary action requested by the consumer.
How can a business protect against data breaches and apply reasonable security procedures and practices surrounding the collection and processing of PI?
One approach is to implement a RISK-BASED security program that identifies the security vulnerabilities of an organization and then takes measures to mitigate those risks.
CALIFORNIA PRIVACY RIGHTS ACT - CPRA
- On 11/3/2020, the CPRA was approved by voters, which amends and builds upon the CCPA.
- CPRA goes into effect 1/1/2023
- Creates better alignment with global privacy and data protection laws like the EU’s GDPR
- Businesses must comply when:
- Annual revenue of $25 million dollars
- Handles the data of 100,000 California consumers or devices
- Derives 50% or more of its revenue from Selling or Sharing PI
- Additional obligations. The CPRA adds specific provisions related , but not limited to:
- Transparency (in the form of additional notice and disclosure requirements.
- Audits and risk assessments.
- Data retention
- Contractual requirements between Businesses, Service Providers
EU PRIVACY LAW - KEY PRINCIPLES
- Fairness and transparency
- Purpose Limitation
- Data Minimization
- Accuracy
- Data Deletion
- Security
- Accountability
EU PRIVACY - FAIRNESS AND TRANSPARENCY
Organizations must always process personal data lawfully, fairly, and in a transparent manner
EU PRIVACY - PURPOSE LIMITATION
Organizations can collect personal data only for specified, explicit, and legitimate purposes. They cannot process personal data in a manner that is incompatible with those purposes.
EU PRIVACY - DATA MINIMIZATION
Organizations can collect only personal data that’s adequate, relevant, and limited to what’s necessary for the intended purpose.
EU PRIVACY - ACCURACY
Personal data must be accurate and, where necessary, up to date.
EU PRIVACY - DATA DELETION
Personal data must be kept only for as long as it’s needed to fulfill the original purpose of collection.
EU PRIVACY - SECURITY
- Organizations must use appropriate technical and organization security measures to protect personal data against unauthorized processing and accidental disclosure, access, loss, destruction, or altercation.
- Depending on the specific use case and personal data processed, the use of data segregation, encryption, pseudonymization, and anonymization is recommended, and in some cases required, to help protect personal data.
EU PRIVACY - SECURITY
What measures can organizations utilize to protect personal data?
- ENCRYPTION
- The GDPR does not require organizations to encrypt personal data. However, depending on the circumstances, the law
encourages encryption as an effective way to help ensure the security and confidentiality of personal data. In particular,
the law suggests that encryption may be appropriate for sensitive personal data and specific types of data managed by
highly regulated companies.
- The GDPR does not require organizations to encrypt personal data. However, depending on the circumstances, the law
- PSEUDONYMIZATION
- The GDPR encourages organizations to use psuedonymization as a risk-based measure to protect data security and the
rights of individuals. In certain scenarios, organizations can utilize pseudonymization as a measure to enable the use of data
beyond the original purpose. However, pseudonymized data is still considered personal data under the GDPR.
- The GDPR encourages organizations to use psuedonymization as a risk-based measure to protect data security and the
- ANONYMIZATION
- If data is truly anonymized, then the data does not constitute personal data under the GDPR. However, the bar to be
considered anonymous is high. It must be impossible for any individual to be identified from the data by any further
processing or by combining it with other information.
- If data is truly anonymized, then the data does not constitute personal data under the GDPR. However, the bar to be
EU PRIVACY - ACCOUNTABILITY
A data controller is responsible for implementing measures to ensure that the personal data is handled in compliance with the principles of the GDPR. This includes appointing a data protection officer, imposing contractual obligations on processors, and using the principles of “privacy by design” and “privacy by default”. Additionally, a data controller must be able to demonstrate compliance, including keeping a record of processing activities by conducting privacy impact assessments.
EU PRIVACY - ACCOUNTABILITY
Methods Organizations use to Operationalize Privacy Principles into Culture
PRIVACY BY DESIGN
The idea that when organizations plan a new processing activity or develop or implement a new product, service, or feature, they must design such activities and products with the GDPR principles in mind, to ensure they put appropriate safeguards in place to protect privacy.
PRIVACY BY DEFAULT
The idea that organizations must always use the most “privacy friendly” default settings when collecting, processing, or storing data.
DATA PROTECTION IMPACT ASSESSMENTS
Analyses of new processing activities to identify and address privacy risks.
GDPR - INDIVIDUAL RIGHTS
The GDPR grants data subjects a number of rights regarding how controllers handle their data. These rights require controllers to have systems in place to respond to and effectively address data subjects’ requests.
- Data Access
- Right to Object
- Data Rectification
- Restriction of Processing
- Data Portability
- Right to Erasure
Under the GDPR, data subjects have the right to confirm with a data controller whether the organization is processing their data. If the organization is processing their data, what information must the controller provide to the data subject?
Under the GDPR, if an organization is processing their personal data, the controller must provide the data subject with information about processing, including the specific data processed, the purpose of the processing, and the other parties with whom such data has been shared.
Under the GDPR, data subjects have the Right to Object in certain cases. What case would this pertain to in particular?
If the processing is for direct marketing purposes.
GDPR - INDIVIDUAL RIGHTS - DATA RECTIFICATION
Data subjects can request that a controller correct or complete personal data if the data is inaccurate or incomplete.
GDPR - INDIVIDUAL RIGHTS - RESTRICTION OF PROCESSING
Data subjects can request that a controller stop access to and modification of their personal data.
EX: the controller can mark or use technological means to ensure that such data will not be further processed by any party.
GDPR - INDIVIDUAL RIGHTS - DATA PORTABILITY
In certain cases, data subjects have the right to ask a controller to provide their personal data in a structured, commonly used, and machine-readable format (.csv file for example) so that they can transmit their own personal data to another country.
GDPR - INDIVIDUAL RIGHTS - RIGHT TO ERASURE
Also known as the “right to be forgotten”, this right empowers data subjects to request that a data controller delete or remove their personal data in situations such as the following:
- When the data is no longer needed for the original purpose
- When the data subject withdraws consent
- When the data subject objects to the processing and the controller has no overriding legitimate interest in the processing.
GDPR - MECHANISMS SALESFORCE USES TO FACILITATE CROSS-BORDER DATA TRANSFERS
BINDING CORPORATE RULES
- Also known as BCR’s, they are company-wide data protection policies approved by European data protection authorities to facilitate transfers of personal data from the European Economic Area (EEA) to countries outside the EEA.
- BCRs are based on strict privacy principles established by European Union data protection authorities.
STANDARD CONTRACTUAL CLAUSES
- Also known as “model clauses”, these are legal contracts between parties who are transferring personal data from Europe to countries outside the EEA.
- The European Commission drafted and approved the standard contractual clauses, which contain detailed obligations related to the protection of personal data.
PREPARING FOR COMPLIANCE WITH GDPR
- Get Buy-in and Build your Team
- Assess your Organization
- Establish Controls and Processes
- Document Compliance
