Safe & Effective Email Marketing

Presented by Jon DiPietro at ISA District 1 Leadership Council

Do-it-yourself email is…

…risky and complicated.

How can we make it…

…safe, effective, and affordable?

Email Marketing Services

Compliance Requirements

• Include valid, physical mailing address

• Explain why they are receiving email

• Offer clear & concise opt-out instructions

Risks: CAN-SPAM Act

• Message throttling• Server blacklisting• Unprofessional

Risks: Personal/Corporate Email

• Decentralized• Unilateral• Precludes opt-in

Risks: List Management

Solutions: Email Marketing

Name Cost URL Remarks

Vertical Response

Free(10,000 emails per month)

verticalresponse.com

Surveys and postcards

MailChimp Free(500 subscribers)

mailchimp.com Developer tools

Constant Contact

$12 per month constantcontact.com

Surveys and event marketing

• Affordable/free• CAN-SPAM

compliant• Professional tools• No throttling

Benefits

• Centralized list management

• Metrics• Scalable• Multilateral

Effectiveness

List Management1. Log in to ISA web site2. Navigate to:

Society Leader Resources - Section - Reports and Rebates - Access Section reports - Email Report

3. Select “CSV” format4. Click the “Export” icon

Export members from web site

List Management1. Launch Excel2. “Get external data from

text”3. Configure columns:

Select “Delimited” (next)Select “Comma” (next)Remove all columns except First, Last, Email by selecting column and “Do not import column” (Finish)

4. Save file as CSV (MS-DOS)

Clean up file in Excel

Implement Opt-In Forms

Create opt-in form and add the code to your web site

• Active Grace• Divisions• Geography• Unopened

Segment Lists

Create Campaigns

Select List(s)

Measure