Bulk Email Review

Do consumers hate email append?

Wednesday, November 4, 2009 by Al Iverson

It sure looks like they do. Morgan Stewart breaks it down. It looks to me, as it does to Morgan, that consumers are not pleased when a company they've done business with, but not provided an email address to, suddenly start emailing you. When they put you on a mailing list without consent. When a company falsely assumes that a business relationship equates to permission.

Seriously, can somebody explain to me, why would you ever engage in a marketing practice that is going to upset a good 50% of the people who end up on your list?

It's nice to see the data on consumer expectations. It backs up the deliverability side of the equation, the elephant in the room that people have been dancing around for years: Email append grows your lists, grows them into big, dirty beasts that get you blocked and bulked. The biggest, the worst, the most significant deliverability and marketing strategy issues I've dealt with over the past years, they are all due to email append. A company, some well meaning big brand, tells me their list is all opt-in, everybody asked for this mail, and they're just plain stumped as to why the big ISPs don't want to allow it to the inbox. Many discussions and much head scratching later, it comes out that they had done some big email append and magically grew their list by a couple million addresses. And gee, if you back that append data out, suddenly their deliverability improves. (Most of the time it has been Just That Simple.)

As Morgan says, "The belief that marketers can send email to their customers based on a ‘prior existing relationship’—the premise for email appends—is dead. Customers don’t want the practice to continue."

Real Email Threat #3: Lax Permission

Tuesday, November 3, 2009 by Morgan Stewart

The issue of permission presents one of the greatest threats to the future of email marketing. According to data shared by Julie Katz at Connections ’09, consumers want greater control over email. They want control over SPAM, they want to be able to unsubscribe from email more easily, and they want greater control over the frequency of commercial email coming to their inboxes.

In both 2008 and 2009 we asked consumers to indicate how acceptable it was for them to be contacted via email for “Promotional messages (i.e., sale, special offers) from companies whom you regularly conduct business, but have not specifically asked for ongoing information.” As we outlined in the 2009 Channel Preference Study, consumers’ attitude toward non-permission communications from known companies is souring quickly. In 2009, 50% of consumers considered these messages with unacceptable, nearly doubled from 26% in 2008. The belief that marketers can send email to their customers based on a ‘prior existing relationship’—the premise for email appends—is dead. Customers don’t want the practice to continue.

Nevertheless, the industry continues to allow embarrassing practices like email appending and list rental. Not surprisingly, the only people that fully endorse these practices are those that profit directly from them. The rest of us squirm and manage to squeak out the words, “It can work, if you do it right.” However, few believe that it ever will be done right on a consistent basis. After all, we've been writing about this for quite a while.

There are three interrelated reasons for this. First, as I mentioned in my first post in this series, email is too easy and too cheap. It’s simply easier to do email appends and list rental incorrectly, using an opt-out model that has no regard for permission. The numbers are more impressive--and let's face it, big lists still sound better than little ones. Second, pricing models are still based on match rates and list sizes. These models favor sending to the masses, which in turn favor the opt-out model. Third, since there are still enough suckers out there who will pay to do it incorrectly, email append and list rental vendors have no incentive to change their revenue model. Given that opt-in revenue models are likely to be less lucrative, it won't change until the issue is forced.

But it may already be too late for email append and list rental companies.

While the industry has failed to police itself, two entities with the ability to make real changes have lined up with consumers. First, ISPs continue to serve the best interests of their customers by increasingly relying on reputation systems that include engagement measures such as opens and clicks to determine if messages should be routed to the spam folder (see What’s in store at the ISPs 2009-2010 from Pivotal Veracity). Second, Canadian Parliament continues to push forward Canadian Electronic Commerce Protection Bill C-27 which mandates an opt-in standard.

Comparatively, US CAN-SPAM laws are notoriously weak, making the joke that US CAN-SPAM laws say, “yes, you can spam consumers so long as they can opt-out.” Unfortunately, Unfortunately, many companies use this law to condone their continued distribution of non-permission email. In short, the US Law falls short of meeting customer expectations—again more than half of consumers believe non-permission email is unacceptable, even when it's from a known company. This doesn’t support an opt-out standard. I interpret this as, “there is no excuse for sending email without the express consent of consumers. Period.”

Interestingly, in the same comparison of opt-in promotions from 2008 to 2009, there was no change. Consumers believe permission-based email is highly acceptable. In fact, given the choice, 75% of US consumers (see the 2009 Channel Preferences Study) and 74% of UK consumers (see Strategy Meets Customer Expectations) prefer to receive permission based promotional messages through email.

It’s simply that we need to draw a hard and fast line. Opt-in permission should be the only standard by which we live. Not supporting efforts to eliminate questionable practices in our industry reflects poorly on the industry as a whole. After all, as Matt Blumberg, CEO of ReturnPath, recently wrote, “What's good for consumers is great for direct marketers. Marketing is not what it used to be, the lines between good and bad actors have been blurred, and the consumer is now in charge.” Amen!

It's time we completely honor consumers' preference for an opt-in standard. We can no longer afford to lend any support, even passively through silence, those who don't.

Real Email Threat #2: The Specter of “Inbox Clutter”

Monday, November 2, 2009 by Morgan Stewart

There is a lot of talk about the sheer volume of email consumers receive. According to Forrester, 60% of consumers believe they receive too many email offers and promotions (Forrester, December 2008). Thus, it should also be no surprise Forrester also found 64% of consumers say they delete most email advertising without reading it and for them to conclude that consumers find marketing emails a burden.

According to MarketingSherpa, 32% of marketers see general inbox clutter as the biggest challenge to their success in email marketing (MarketingSherpa, Email Marketing Benchmark Survey, September 2008). In Customer Knowledge is Marketer Power, Forrester found that 90% of marketers who believe email will be less effective in 2 years believe the reason for this decline is “too much clutter in consumer inboxes,” while 59% believe “SPAM” will drive this decline.

Yes, inbox clutter is impacting the industry-wide success of email marketing. In fact, at the beginning of this year I the following prediction in our 2009 Marketing Almanac: “On average, we expect open rates, click-through rates, and conversion rates will decline in 2009 as subscribers’ inboxes are flooded with bad email from marketers trying to stay afloat.”

The latest DMA figures suggesting that the ROI from email marketing slipped again this year, down 3% from last year to $43,62, support this prediction. However, recently release open rate benchmarks from Epsilon suggest my prediction was wrong. They say open rates have increased slightly in each of the past 4 quarters. From Q2 2008 to Q2 2009 they report an increase from 18.8% to 22.2%. That’s an increase of 18%!

Okay, so the DMA says ROI is down 3% and Epsilon says open rates are up 18% over the past year. At the end of the day, all this suggests is that even if inbox clutter is having a negative impact, it isn’t having much of one on individual marketers.

Consider the following information presented by MarketingSherpa. 31% of consumers indicate that one of the reasons they unsubscribe or disengage from emails is related to inbox clutter. However, this is the third most common reason identified in this survey. The relevance and frequency of YOUR emails are much more important.

Thus, I call this threat the specter of ‘inbox clutter’. It's simply another myth that your emails are being crowded out by junk. Unless you plan on running an average or below average email program, none of this matters for you! If your program delivers value, your program will continue to thrive. The problem is not “out there” as the specter of inbox clutter suggests. More and more, the challenge is to create an above average program.

The Effect of Email Engagement on Inbox Delivery

Monday, October 26, 2009 by Chip House

You're likely not surprised to hear that 90% of the email ISPs have to deal with is spam, which has driven them to constantly evolve and improve their filtering processes. Competition for users with mail accounts hasn't abated, meaning that the ISP that does the best job of keeping the inbox clean and relevant wins.

In a recent article at eM+C titled: "The Effect of Email Engagement on Inbox Delivery" I discuss the balancing act marketers need to deal with at major ISPs. In this article I mention: "For marketers, this means that gone are the days when you can email away willy-nilly while ignoring what’s happening on the other end. You need to monitor all of your campaigns for engagement, looking primarily for opens and clicks, which indicate that subscribers care about your email. If they don’t, over time the sum total of those ignoring you may outweigh the ones that are paying attention to you. If, in addition to this, some portion of your target audience continues to vote your email as spam, you could end up in the spam folder."

We have evidence showing that Hotmail, Yahoo, Gmail and AOL.com all monitor the engagement level of your email recipients as part of their email filtering algorithms. We've known for years that ISPs monitor user complaints, but now the implicit actions of your subscribers are just as important as the explicit actions. I like to think of the process as being a large scale used to distinguish the mail that recipients want from the mail that they don't want.

Al Iverson hit this in his recent blog titled, "The Rise of Emperor Engagement." In it he states, "If your mail is going to the bulk folder at a top ISP, it's probably going to be because recipients don't care about your email. They're not engaged."

The good news is that focusing on creating content and offers that your subscribers want will not only boost your deliverability, it will also boost your email revenues!

The Nightmare Before Christmas

Friday, October 23, 2009 by Karen Balle

When my nephew was much younger, we watched The Nightmare Before Christmas together on VHS until the tape broke. He even thought his name was Jack the Pumpkin King! The soundtrack will be stuck in my head for the rest of my life.

Not only is this one of the best movies of all time, but it's a wonderful commentary on the state of email marketing during the holiday season. I don't just mean that trying to get email delivered is a nightmare starting around Halloween or that marketers find themselves in somewhat different situations than they're used to during the rest of the year. The flow of the movie and the soundtrack fit with how email marketing happens during the holiday season. It happens every year.

There's a dramatic uptick in all email marketing, be it legitimate email marketing or spam, that starts when the weather gets cold. Some years, it triples or quadruples normal email volume. And that means slower mail servers, more filters, more complaints, and slower response times. It also means overworked, cranky mail and abuse admins. I know. I've been one of those cranky abuse admins.

The rules surrounding email deliverability, which are confusing enough, get more complicated during this time of year. It feels like every company you have ever driven past and every partner of theirs is vying for your attention. There are a lot of little things that you can do, from holiday ramp-up strategies to promoting special holiday-only marketing campaigns that draw customers in.

I'll leave you for now with this very important thought.

Engagement is more important than ever. If you don't get the attention of your recipients, you'll find your email in the spam folder or blocked during your most crucial sales period.

As I've been writing this, the song "Making Christmas" has been running through my head. It makes me want to ask which mindset do you have for your email campaigns, going into this holiday season?

"Snakes and mice get wrapped up so nice with spider legs and pretty bows.
It's ours this time."
(Your focus is on your ideas of what your recipients should want. You reach years back into your subscriber database. You send out email to people who didn't give you permission.)

Or
"This thing will never make a present. It's been dead now for much too long.
Try something fresher, something pleasant."
(Your focus is on what your customers are really interested in. You're interested in actively engaged subscribers rather than the number of subscribers on your list. You use dynamic content to create a one-to-one experience for your customers.)

Design Tip of the Week: Email Rendering in Outlook 2007

Thursday, October 22, 2009 by Andrea Smith

written by David Hoang

With the move from Outlook 2003 to 2007, Microsoft made a lot of security improvements. Along with that, however, were a number of design changes. Outlook changed its engine for rendering HTML content from Internet Explorer to Microsoft Word. Before, it essentially meant that if your code looked good in Internet Explorer, it looked good in Outlook.

However, that is not the case anymore.

This is a huge impact in the way we design emails; because of the high volume of Outlook users, particularly in the Business-to-Business realm.

Here are a few key elements to consider while designing email messages in Outlook 2007 to ensure it looks sharp.

Keep your styles in-line
Though Outlook 2007 does support embedded CSS, there are certain properties that present challenges, such as margin, line-height and float/clear. Keep your styles in-line while you are designing. In addition to being an email design best practice, using style attributes in-line will help ensure that your message renders properly.

No Animated .gif files
Animated .gif files will not function in Outlook 2007. However, there is a solution for using .gif files with Outlook 2007. Since the file will not animate, you only need to make sure the first frame makes sense; as that is what will appear in Outlook 2007.

Contain Yourself, No Floating!
Outlook 2007 does not support floating or CSS positioning in any capacity. Use standard HTML tables to contain and control the layout. This will ensure that your design elements won’t go flying all over the place!

Specify Accurate Table Widths
When using HTML tables it is important to specify accurate table widths to ensure proper display in Outlook 2007. This is especially important in table structures that contain multiple columns. For example, when you have a table cell that spans two columns, the width for that cell should equal the sum of the widths of the other two cells.

Continue Using Alt Tags
As it was in Outlook 2003, it is in 2007; images will automatically be blocked. While you’re designing your email message, keep in mind of what it will look like with images disabled. Remember that Outlook will display alt tags, but they will only appear after a default security message. For a list of acceptable tags in Outlook 2007, check out this guide on Microsoft’s website.

No Forms
Outlook 2007 disables embedded forms. If you design an email with a survey or form in the content, include a direct link (hosted from a website) to the survey for your Outlook users. Indicate clearly in your design that the form is not broken, so subscribers don’t get frustrated by trying to fill out the form.

With 2010 quickly approaching, you may be wonder if there will be any major CSS/HTML changes in Outlook 2010. Right now, don’t expect major changes.

To conclude, sticking to standard HTML table design for emails should help you effectively render emails in Outlook 2007. Be sure to read our design tips in the coming weeks for rendering tips in other email clients, including our past issue: Email Rendering in Hotmail by Anna Meier. Portions of this blog, Design Tip of the Week: Email Rendering in Outlook 2007 and more information on email rendering can be found in our white paper “Email Marketing Design: The New Essentials.”

For additional information about rendering in Outlook 2007, check out our white paper, Seven Email Marketing Design Tips for Outlook 2007.

Live Blog: Financial Services Solution Showcase

Wednesday, October 14, 2009 by Amanda Cross

We've got quite a change of pace in the ol' developer track conference room. Chris Murray of ExactTarget is the emcee for the Financial Services Solution Showcase.

He starts by introducing the first segment:

Beyond Deliverability: Consumer Choice & Control
Authentication, Privacy, and Policy
by Craig Spiezle
https://otalliance.org

The Online Trust Alliance is concerned with security in online activity, especially financial services. Spoofed email, phishing, and online exploits are a major challenge for financial organizations that operate online.

Craig said that government regulations are likely to come about in the next few weeks as a result of the identity theft incidents that we've heard of recently. Craig said that the United States is actually behind other parts of the world in consumer production.

Craig discussed extended validation certificates. In order to get one of these certificates, the business must prove that it's registered with a local tax authority. While this can't verify that the business has good business practices, but it does require that the business be a real business. When a business has this certificate, it turns the address bar in your browser green when you visit their site. If the address bar isn't green, you know that it's a spoofed site.

He continued to talk about the business value of authentication. Not only does this help protect your business from being spoofed, but also improves your deliverability.

Of the top 100 financial institutions in North America, only 43% have protections in place for consumers.

Craig talked about the problem with unsubscribe: an unsubscribe link in the footer of the email is required by CAN-SPAM, but consumers are warned not to click links in emails they don't want for fear that they'll alert spammers that they're a real person. An unsubscribe header allow ISPs to render an unsubscribe link in their client so that people can unsubscribe without clicking the "report as spam" link and degrading your reputation. About this time, someone from ExactTarget piped up to mention that ExactTarget email already does this automatically.

Addressing Email Security Concerns
Matt Burton - GMAC/Ally Bank

Matt talked about Ally bank and the fact that its customers were receiving more spoof emails that were pretending to be from Ally as they were receiving from the real bank.

Ally Bank, like many places, would love for there to be a "silver bullet" that would solve the problem, but in fact the best way to protect consumers is with a combination of proactive monitoring, excellent deliverability of your legit content, and customer education.

Governance, while unpopular, is critical. If your company has multiple business units, ALL of them have to have successful security.

Some financial institutions do not include links in their emails, instead telling consumers to go to the website. This is problematic because it requires more copy and results in fewer site hits. Also, this doesn't prevent phishing emails from including links in their emails.

Security tools, such as ISP Phish Blocking and Certified Mail, are available to help prevent risk and increase confidence in your message respectively.

Education of consumers can be tricky. Sending emails that tells customers how to tell whether your email is real might make it look like you're a spoofer trying to set them up to trust fraudulent email in the future. Better to just remain consistent in your sending so that consumers become accustomed to your style and learn to identify spoofs on their own.

To wrap up, Matt recommended proactive risk diminuation rather than waiting for a problem happens and only responding then.

Technology Solution
e-statements at Nationwide
Brian Jaffe - Nationwide Insurance

Nationwide was facing a "statement challenge"--sending statements to customers on email. The address this issue, they created an elegant solution.

Governance - As part of this process, they codified their program for sending emails.
Preference management - allow customers to specify their preferences. Brian recommends double opt in.
Billing format - recreate view of paper statement
Send mode - bulk or single send. You probably batch up your bills, but some might do individual sends.
Data preparation - attributes or data extensions? what is the unique subscriber key? You need to understand your extremes (what happens if you have an extremely large amount of data?) and your data-display issues.
Deliverability - decisions about IP and Domain. Learn from your deliverability team!
Feedback - decisions about bounce management, reply management. If people unsubscribe and then try to sign up, you could have technical problems sending emails. Make sure you understand how your unsubscribes are managed. And be ready to monitor replies, even if you tell people not to reply to a message.
Inserting marketing messages into transactional emails - CAN-SPAM does allow you include marketing messages into your transactional emails under certain circumstances.

Paperless statements can create issues. For example, what if customers call in saying that they never received their statement. Customer service needs to be able to access tracking to see whether the subscriber ever opened the email and have other strategies to deal with these complaints. Customer service needs to be able to resend statements.

Nationwide includes quite a bit of personal information in their emails so that subscribers know that the email must be legit, since a phishing scam wouldn't have access to so much personal information. Watch out for links to log-in pages, since phishing emails like to send very similar emails that direct to their own "login page."

Having a protocol to deal with bounces is wise. In their case, if a subscriber soft-bounces, they put the subscriber back into the paper stream for one cycle and try paperless again for the next cycle. If they run into a hard-bounce, they put the subscriber back into the paper stream indefinitely until the subscriber re-enrolls themselves in the paperless process.

Nationwide's solution is based on the ExactTarget SOAP API. Their OMS (outbound messaging service) is a middleware layer of abstraction that actually sits behind their firewall. Between the OMS and ExactTarget much communication occurs to get the statements out to subscribers.

The content of the eStatement itself uses AMPscript to build the bill by parsing concatenated attributes and dynamically displaying content in appropriate data tables.

Michael Murdza (ExactTarget) took us through the technical aspect of the eStatement data flow. A sophisticated decision tree weave through the Nationwide database and ExactTarget application, using XML, AMPscript, and API calls.

And then the presentation wrapped up, and everyone started getting ready for the evening entertainment. I've really enjoyed live blogging the technology track for everyone today, and I hope you've enjoyed reading as much as I've enjoyed writing it. See you between the lines :)

Live Blog: Best Practices for Utilizing ExactTarget's SOAP APIs

Wednesday, October 14, 2009 by Amanda Cross

We've got a rather thin crowd for the Best Practices for Utilizing ExactTarget's SOAP APIs session. Apparently everyone is already implementing the API in the best possible way...or think they are :)

Manager of the Product Specialist department Dale McCrory returns to the stage for this presentation and starts the session by asking people what topics they would like to see covered today. The first question was on documentation.

YAY! I love when people care about the documentation!

Web Service API Documentation
Dale brings up http://wiki.memberlandingpages.com to demonstrate all of the wonderful web service API documentation that's available there. He takes the group through a technical article on asynchronous processing, the CREATE method, an object, and a property. Bryan Wade, the embedded expert at ExactTarget and emcee of the session, asks how many people in the room have been to the wiki before, and about half of the room had already visited. I think the rest will visit before too long.

Content Management
The second question is about content management and best practices for it. Dale pulls up the AMPscript page in the documentation wiki to find the HTTPGet() function. This function performs a get call against a URL and brings back the content. This tool can be used to interact with an outside system in include the content in the emails.

AMPscript also support XSLT now, so you can interact with ExactTarget with you XML content. The BuildRowSetFromXML() function extends this capability.

Slide Presentation
With the two questions addressed, Bryan prods Dale to get back to the slideshow. The slides cover:

Security
Reliability
Robustness
Flexibility
Messaging content
Stats retrieval - tracking events

Security
Standards-based SOAP security to support authentication

All calls transmit over an SSL connection. The API supports two forms of security:

Plain text username token. This is what everyone's using right now.
X509 certificate encryption for the username token will be available in the 135 release.

.NET, Java, and PHP work the best with our security. Perl is OK. Ruby, ColdFusion, and ASP have troubles dealing with it because they don't deal well with the standards-based security.

Reliability
In this section, we're talking about synchronous versus asynchronous API processing again. Asynchronous processing adds all calls to a queue to be processed when the system is ready, which prevents API calls from being lost if the server is unavailable for any reason.

Other benefits include:

The fact that you get a sub-second response to the fact that the call has been received.
You have multiple options to receive results: HTTP post, Email, and the RETRIEVE API call.
The ConversationID concept that's used with asynch API processing allows you to resend the same call without worrying that it will actually be processed twice if the system had already queued the request.

Question from the floor: sounds like we need to improve our XML API documentation. That product hasn't been enhanced for quite a while, so the doc has gotten a little stale. There's an item for my to-do list.

Robustness
Dale quotes Wikipedia: "Robustness is the quality of being able to withstand stresses, pressures, or changes in procedure or circumstance."

Triggered sends represent the quickest way to get an email sent from the ExactTarget system. Key points help decide whether to use user-initiated (list-based) sends or triggered sends:

How do you want to aggregate tracking?
List based sends aggregate tracking by job. Triggered sends aggregate tracking over a time period when the triggered send was running.
How will email content be made available to the ExactTarget system?
How are unsubscribes managed?
List based sends record unsubs at the list level, or at the All Subscribers level. If a person unsubscribes from a triggered send, they can be unsubscribed from all triggered sends.
How large are your lists?
If you have 1.5 million subscribers, you should start with list based. If you are sending individual messages in response to customer activity, triggered sends are the way to go.

You can keep your subscriber information in lists or data extensions. To help you decide:

Are attribute sets going to be the same for all sends?
If so, you can use lists because you set up attributes for all lists together. If you need different attribute sets for different subsets of clients, then you want data extensions.
Is import performance critical?
If you have 1.5 million subscribers to import, you can import them into a data extension in 10 minutes versus 1-2 hours for a list (this is an approximation...the number of attributes has a big effect on performance as well).
How will unsubscribes be managed?
Each list maintains its own unsubscribes. Data extensions maintain unsubscribes in publication lists.
Bonus point not in the slide: if you are a partner building an application, you probably want to build on lists if possible, because they cost less.

Flexibility
This topic starts with a discussion of data extensions. Data extension are

The only way to use the API to do "rich" queries of data
The way you can add relational models of data en masse or row-by-row
Very fast
Tables in our database schema that are specific to your account

The DataExtension WS API object

Allows the use of upsert
Ties to the DataExtension by CustomerKey (called "external key" in the GUI)
Allows specification of Keys and Nulls
There's also a DataExtensionObject that you can retrieve to bring back a row in the data extension.

Messaging Content
Email, images, and files, oh my!

Text-only email will be supported with 135, in addition to the HTML and HTML/Text multi-part formats.

The Portfolio object allows you to host files in ExactTarget. Images and files that you import into our system are hosted by Akamai, so when people hit these files, they are highly available and don't use your company's bandwidth.

Using AMPscript, you can attach files to your email, but you should use this feature with caution. There's a page for the documentation that's going to be published very soon that talks about best practices for attachments so that you can protect your deliverability while using this feature.

Stats Retrieval and Tracking Events
We ran out of time for the stats retrieval, so we went straight to question and answer, which went by too fast for me to keep up, especially while I"m still on this documentation cloud. :)

Live Blog: Email+Video - Take 2

Wednesday, October 14, 2009 by Kevin Nuest

This is a live blog from Connections 09 in the Email Optimization Track

Email is not dead. People that use social media are actually high volume users of email.

History of email:
(present by Chris Studabaker of ExactTarget)
Text Based only 10 years ago
HTML is now being accented by Rich Media and Video

Advertisers continue to increase spending in online video. All the more reason to use video in email.

How and When to use video in email

Benefits:
-Emotion
-Highly engaging
-Personal, even user-generated
-Great demonstration medium (show, don’t tell)

Concerns:
-Development cost and time
-Production quality and the “uncanny valley”
-File size and bandwidth
-Frame rates
-Deliverability

Deliverability methods:
Streaming – video downloaded as it plays
Embedded – video data included in sent message
Linking – click through to externally hosted video

When using video in email, make sure your subscribers want to see the video you have. Knowing your subscribers’ expectations is very important. Also, remember the messages primary goal. Is the video the Call to Action or do you want your subscribers to click on something else in the email?

Linking with Button or Image?
Do you link to your video with a graphic button, a clip of the video with a play button superimposed, or a rotating animated gif with multiple clips from the video. It depends on your subscribers. Experiment with all three. One type may drive more total clicks but another may drive more conversions.

Streaming Video in Email:
(Peter Horan of GoodMail)

GoodMail is a CertifiedEmail partner with many ISPs so messages sent don’t end up in the spam filter.

CertifiedVideo will create an interactive experience via email.

Every time you ask a subscriber to do one more step, you loose some of them. If a subscriber has to click to turn on images in their emails, they may not view your email.

Daily Candy currently sends CertifiedVideo in their email.

Fandango also includes movie trailers inside their video, not just a static button that a subscriber has to click to see the video.

Target includes essentially video commercials inside their emails to represent their products and brand.

Thrillist allowed Canon to sponsor a video displaying a new camera inside one of their emails.

The Effects of including video in email:
Increases Brand awareness in important categories, such as increasing how Target is perceived as caring for their customers.

CertifiedVideo emails currently only works on web-based email, such as AOL, Yahoo, and Gmail, but not Outlook.

Brought to you LIVE: ExactTarget’s API Vision and Roadmap - Past, Present, and Future

Wednesday, October 14, 2009 by Caitilin Landrigan

10:58 am So excited! The ExactTarget API enables the extension of our software and some incredible functionality. Scott McCorkle is going to be speaking, along with Michael Ciancio-Bunch. They have some incredible insight. I am not technical, so I’ll do my best to convey the information presented here.

11:01 am Bryan Wade is introducing Michael Cianco-Bunch and Scott McCorkle. McCorkle is speaking about our dedication to integration, improving our user experience, and how the API is key with CARBON-check it out online!

11:03 am Michael is on. We are a young company, but our API has a history. XML API (2002) was created originally only for content management. A bulk Asynchronous API was introduced in 2004. Our SOAP API was launched in 2007—this is the foundation for our web services …

11:05 am … and actually, the Asynchronous Web Service API became available in 2008. It seems that not many people are using it right now. Its advantages include quicker calls, better status reporting, and correlating conversation IDs. Start using!

11:07 am First thing we did in 2009 was support compression…coming your way in a release! We’re also beta testing API streaming, which helps with large packets.

11: 09 am Bryan Wade is highlighting current functionality.

11: 10 am Michael is focusing in on streaming sends: we can send as we receive via the API, with triggered sends for example, instead of waiting until a certain number are received before sending.

11:11 am Did you know API calls are up 1.5x from last year? “This amount of use is a testament to the fact that the API is now better. More people are able to use it.”-Michael.

11:13 am What does the future of the API look like? The API is a platform to help customers and partners to integrate. Michael is saying that there are a number of tools that allow us to integrate, extend, and embed ExactTarget. These tools support functions not possible with just the API. Here are a few of the tools: Programs, landing pages, AMPscript … the list goes on.

11:15 am There was a huge “Hoorah!” from someone when Michael announced the introduction of a REST API. File based API and Authenticated Asynchronous API Results Callbacks are on the horizon as well.

11:17 am A user is asking about tracking a file that is sent with new API functionality … You could give the file a conversation or correlation ID so you don’t have to worry about re-using file names.

11:18 am Why is the Authenticated Asynchronous API Results Callback so great? You don’t have to fish for errors with queries! BIG question…what is the timeline for delivering these advancements? … Next year! Be on the lookout!

11:19 am We’re changing topics to landing pages and their use for creating Profile Centers, subscriber capture, and promotion pages. The beauty of landing pages is that they extend the user interface and can be integrated with ET.

11:23 am More on landing pages! You can embed them within your application. Sign-up forms are an example.

11:25 am ExactTarget’s API roadmap … One set of items is pre-built templates “encapsulating some application function (e.g. Send Wizard, Data Extensions, etc).” … There is so much more information to convey here …. Trying to get it all down!

11:26 am Java will be supported on landing pages. This is great news!

11:27 am “AMPscript is the future!” says Michael … just kidding … Java is going to eventually replace it. ExactTarget also wants to introduce JavaScript activities like data transformation and user defined functions. There is a lot on this roadmap! It is clear that ET is truly focusing on product development.

11:30 am Looking now at Data Integration … We want users to be able to import from external systems and export to them as well. Data cleansing is also on the horizon, in addition to a number of other functionalities to help users integrate data. We have our sight on breaking down barriers that keep us from being an open platform.

11:34 am Again, we have a lot of information here! I strongly recommend reaching out to some of our developers while you are here.

UI Extensibility: even more features are coming. As a user, you will have the ability to define a custom home page, add buttons, add tabs to our toolbars, and add custom fields to forms. McCorkle talked about building a user experience in our user interface. What a concept! It will allow a great degree of customization in each user’s account.

11:38 am The Program feature is going to be further developed as well. Whoa - EXCITING: templates will also be available for programs. For example, there will be a template for a birthday program in the user interface. This functionality will be extremely helpful for marketers and programmers with limited resources.

11:41 am Question time! Yes folks, the API is almost too good to be true … and yet it is!

11:43 am Now we’re talking about Enterprise 2.0. With the API you can do things in the application “on behalf” of users without exceeding their permissions. You will also be able to access objects in multiple business units via the API in 2.0.

11:49 am And in closing…share your ideas! Let ExactTarget know how, as a developer, we can improve 3sixty for your use. Quite a few people in the crowd here use 3sixty and some of those are members of the Developer Community. This community needs to be more active. We have deliver 100+ ideas on 3sixty so far…let your voice be heard!

Coming to you live from Connections ’09! Enjoy the rest of the conference!

Live Blog: ExactTarget's API Vision and Roadmap - Past, Present, and Future

Wednesday, October 14, 2009 by Amanda Cross

As we wait to hear about the future of the ExactTarget API, 3 Par handed out a card inviting everyone to come by their booth in the vendor hall to register to win a Nintendo Wii. Too bad ExactTarget employees aren't eligible to win. :)

I can see the presenters setting up at the front of the room, and they aren't messing around with the expertise that they're bringing to the table. Our chief architect, Michael Ciancio-Bunch (known to his friends as MCB) and our CTO, Scott McCorkle are on the stage.

ExactTarget API: Past, Present, and Future
Scott begins the discussion by talking about how the Carbon initiative will lead the application to consume our own web service API. This "eating our own dog food" will ensure that the API has the entire breadth of functionality of the application.

MCB launched into the history of the API:

2002 - XML API was introduced
2004 - Bulk asynch API was introduced
2007 - Object Oriented Web Service API
2008 - Asynchronous web service API

Michael asked how many people were using the asynch WS API, but no one was, which inspired him to go into the benefits of the asynchronous model. It takes advantage of our multiple data centers to make sure that API calls are processed, allows you to indicate the order of API calls, and prevents accidental re-processing of the same calls.

Then Michael began talking about the features delivered or planned for 2009.

DISCLAIMER: all forward looking statements are subject to change. As MCB said, "we might have another John and Kate mess" and the distraction would push out development timelines.

Back to the list:

Support for compression (currently limited availability)
Streaming (in the works) - begins processing the "conversation" (collection of calls) before all of the content is received.
X.509 user authentication (in the works)
API exposed via AMPscript (already delivered)
Enterprise 2.0 user model - create roles, permissions, business units, etc. (scheduled for November release)
Retrieve improvements
Round out - things like template support and more capability to manipulate content areas

Currently, ExactTarget is processing 58 calls per second (150,000,000 API calls per month), including 28 triggered sends per second. The capacity and processing power of the ExactTarget infrastructure is truly difficult to conceive. It's like trying to understand how big the moon is or something.

Michael introduced the ExactTarget Platform Integration Framework - a set of tools (much improved over what we've provided in the past) to allow developers to use the web service API to create powerful apps. Here are the tools:

API
Landing Pages
AMPscript
Data integration tools (Import, extracts, and more to come)
Extensible UI
Programs
Enterprise
Packaging and provisioning
Community to support you

API
On the roadmap is:

A proper REST API (to be delivered sometime in 2010)
A file-based API, where you FTP a file that contains instructions and the ExactTarget begins processing those instructions as soon as we receive it (probably to be delivered in the spring)
Authenticated asynch API results callback - the ability for us to call back to you if something goes wrong in a call. Currently, you have to query for status, or have a rudimentary notification. This will be much more sophisticated and slick. (to be delivered sometime in 2010)

Landing Pages
You can use this feature to create customer-facing web pages, but you can also use it to create pages that you see within the ExactTarget application. For example, you could create your own custom wizards or customized data presentation pages. You can build them as landing pages and integrate them into our application for your ExactTarget users to see when they're logged in to the application.

Not only that, but you can embed landing pages within your own application. Landing pages can support AJAX, so you can gather information within your own app and feed it in to ExactTarget.

On the landing page roadmap:

Smart Page templates for common use cases, CSS, and the ability to tap into server and client side events for added customization
JavaScript as a server side language
Highly available landing pages

AMPscript
Michael made a bold statement that JavaScript will kill off AMPscript in the future (though he did suggest that we'd always support it). After that, the discussion became more about the future plans for JavaScript, such as an activity, (those things you can put in programs) for JavaScript.

I understand, but I'll be sad to see AMPscript go by the wayside. It's a really powerful scripting language.

Data Integration Tools
Roadmap items include:

Direct import from and extract to external systems, such as CRM, analytics, POS, etc.
File transformations
Sophisticated mapping functionality
Data cleansing services
Interfaces defined for custom integrations
Richer metadata around data extensions

UI Extensibility
These are some of the roadmap items:

The ability to define a custom home page. I think that this is already available to Enterprise 2.0 edition products.
Buttons can be added to toolbars and tabs can be added to the navigation bar. I've seen this demoed myself, and it's pretty cool. Really allows you to customize the experience.
Custom fields can be added to forms
Experience Builder - this is a really cool one, too. We saw some wireframes for this earlier in the conference, and it's going to be really awesome.

Programs
MCB says we're rewriting the program engine, and the new incarnation will support delays, notifications, and other stuff that's been requested. A programs dashboard and templates, along with better error reporting and error recovery, will make working with programs easier.

The "file drop" functionality that I mentioned earlier is a kind of ad hoc program, plus activities will be created to invoke web services and HTTP based APIs, so the lines between API and programs are getting blurrier, creating a lot more power and flexibility.

Enterprise 2

Granular permission model
Run as functionality for the API - this lets you use the permission level of a user with your API calls, so that tools you build with the API will only show users what's appropriate for them.
Ability to define custom permissions
Access to objects in multiple business units via the API - For example, you could query the records in a data extension in one business unit and write them to a data extension in a different business unit.

Packaging and Provisioning
We'll be allowing you to bundle up all your custom landing pages, data extensions, folder, UI customizations, program templates, and other elements to drop them into another account. This will allow you to do cool things like pre-configure new business unit accounts. Eventually, this idea will support an app-store-type tool where people could browse your package and purchase it and install it.

Community
MCB acknowledged that developers have not been happy with how 3sixty has replaced the old Developer Community. He talked about our dedication to improve the experience. We have developers within ExactTarget to answer questions and post content. He asked that everyone submit their requests for what they'd like to see, because we do want to make it better.

Q&A
Again, documentation is getting the shout out in the question and answer. I guess people actually like to know the technical details. w00t!

Email Design Tip of the Week: 3-2-1, Wait! A Checklist Before Hitting Send

Wednesday, October 14, 2009 by Andrea Smith

written by David Hoang

Question: When do email marketing professionals usually take a break or step out?

Answer: When he or she just hit the “send” button for a mass email.

There is nothing more nerve wracking than hitting the button with no return. Unlike web publishing, there is no turning back with email. So what’s the solution? You can say, “don’t make any mistakes” – but it’s inevitable. What you can do, however, is strategically make a checklist of what to do before hitting the send button to make sure mistakes are avoided.

Here are some quick tips on what you should run through your mind; so you don’t have to leave the building after delivering an email:

Is it legit? After every round of revisions, always validate the message; the simplest way to see if you have everything to get it out the door: physical address, unsubscribe link, etc.
Do an email test. It's practically unheard of wherein you send out a mass email campaign without testing; so don’t do it. Set up a few test email accounts (Outlook, Gmail, Hotmail, Yahoo!, AOL, etc.) and spend some time to see how it looks in each email client.
Spell check. Repeat. Your email delivery is intended for 1-to-1 marketing, so write like you’re taking quality time to communicate with your subscribers. Run spell check, manually look for spelling errors and yes, read the message out loud. If this seems like too much work, make someone else do it!

As much as email marketing is mass-produced, the one-to-one messaging is its key to effectiveness. Therefore taking time to communicate a message and doing it correctly, with no spelling and grammatical errors, should be top priority. Not only will avoiding these common pitfalls save you face, it will also make your recipients feel like you have taken that extra step to make sure it's perfect.

Check the details. Take a look at every aspect of your message to make sure something is not missing. Do you have a subject line? Is it the correct one? Do all of the links in the email go to the proper pages?
Do a final once-over. Think of this as when you were taught crossing the street. Look left, look right, then look left again. Test your email to make sure that there are no mistakes, especially if revisions were made. Scan with the mindset that you are looking for mistakes. If you don’t find them, hit the send button.

Ultimately, you want to come up with a method that's most comfortable to you. Make an actual checklist and cross off the steps as you prepare the send. With a routine checklist in mind, you can hopefully sit back and relax (a little bit more) after delivery.

Connections 09: More Subscribers Rule

Wednesday, October 14, 2009 by Shelly Griffin

This morning I am attending Connections 09 breakout session focused on growing your email marketing subscriber base with Morgan Stewart serving as commentator. This concept is a great follow-up to my recent posts on how to grow your email marketing list.

8:30am - 50% of consumers consider non-permission email from companies that they are familiar with as Spam...that number has doubled year over year.

8:45am - what are they keys to growing your subscriber base? Asking basic questions of your subscribers...do they want to receive email from you and what kind of email do they want to receive? Then what? Make sure you have a strong follow-up after registration. Don't leave your subscribers hanging.

9:00am - Email and social networking...building stronger relationships through social networks like Twitter and Facebook. You can offer exclusive discounts through these networks to drive subscribers to your email list. Ensure that the process is a closed loop...getting subscribers to a landing page with good creative and a good call to action and then getting the data you need to be able to market to that subscriber. Knowing the source from where your subscribers some...whether from co-registration pages, social networks, referrals (forward-to-a-friend). Between the source and the data, you can drive the right message to each subscriber and stop "marketing to the masses".

9:10am - List append is "bad"...it may make you money but you just left the taste of spam in your subscribers mouth.

9:15am - the number of tactics and touch-points that can be used to grow ur subscriber list can and should be many...your subscribers are not just sitting at their computers looking through the internet. They are on the go, so you need to be where they are - mobile, Facebook, Twitter, print - everywhere.

The Rise of Emperor Engagement

Friday, October 9, 2009 by Al Iverson

If Permission is King, then Engagement is the Emperor, my esteemed coworker Karen Balle explained to me this morning. And she's right.

Engagement (or lack of engagement) seems to be causing a lot of bulk foldering issues lately. If your mail is going to the bulk folder at a top ISP, it's probably going to be because recipients don't care about your email. They're not engaged.

What is engagement? I could break it down, but why re-invent the wheel? George Bilbrey provided a nicely detailed breakdown of engagement metrics, how they work, and what ISPs do with them.

To me, this highlights yet again that an email address isn't forever. Keep mailing somebody forever, or send them irrelevant messaging, and they're going to get bored with you. (Even if they had opted in!) Your open and click rates drop off significantly, and ISPs pick up on that. They will denote that most of the subscribers don't care, that recipients never read the email you send. And that means that the ISP isn't going to feel compelled to ensure that mail goes to the inbox. If the recipients don't care, the ISP isn't going to care either.

George points out that engagement isn't a new thing, but I would counter that engagement is now a much bigger deal than it was, say, two years ago. Or go back even further, to the days where a single spam complaint would get you blocked. You'd protect against it with double opt-in, and the ISP would keep the gates open for you. Now, permission isn't enough; you have to make sure what you're sending is wanted by recipients.

Of course, reputation still matters significantly, as do all the things that have historically gone into reputation metrics, most importantly, permission. Chip House and I will touch on reputation and engagement, along with a panel of experts, next week at our Connections '09 Conference.

User engagement. What does it mean?

Friday, October 9, 2009 by Karen Balle

Al Iverson and I spend a lot of time talking about user engagement. It's been around for a very long time, but it's now a standard for inbox delivery. How do you define engagement? Quality over quantity. Targeted email marketing. True one to one communication. But what does it really mean to you? How does it make for a more effective email marketing campaign? If permission is king, engagement is emperor.

How do you create an effective marketing campaign that keeps your customers coming back in the age of DVRs, satellite radio, and short attention spans? How do you get your customers to pay attention? This is vital now for inbox delivery. Yahoo has started measuring whether or not your recipients are spending time reading your email, whether they're looking for you in the spam folder, how vital you are to their daily lives.

I found a gentleman today who gets what it means to really engage with your customers. You can visit Bob Gilbreath over at Marketing with Meaning and download a chapter of his book, The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning.

He gets it. This concept of engagement, and he calls it meaning. Marketing now, whether it is effective offline or effective email marketing, can no longer be interruptive to your customers' lives. Your communications with them need to be not only permission-based but need to add some value to their daily lives.

When you create email campaigns, what do you do to add value? How do your targeted email marketing campaigns add to your recipients daily lives? What do you put in your marketing campaign or to your email newsletter that drives your recipients to want to spend time with your company?

Staying Plugged into Your Email Marketing Campaigns 24-7

Tuesday, August 25, 2009 by Kyle Schroeder

ExactTarget has one of the industry leading email marketing software applications on the market. It has unbelievable capabilities to power massive email campaigns that intelligently reaches customers—increasing the marketer’s sophistication.

Additionally, this platform also provides detailed tracking capabilities. This allows marketers to monitor deliverability, click-through rates, and forwards—just to name a few.

As in most cases, ExactTarget didn’t stop there.

Enter: the iPhone application.

The ExactTarget iPhone application allows marketers to easily access and send tracking data easily and seamlessly. This allows you to stay connected and view all your tracking data for your email marketing campaigns in real time.

Stay connected, because your email marketing campaign doesn't stop just because you're away from your desk.

Kyle Schroeder
Slingshot Summer Intern

Email and Text Coupon Use on the Rise

Thursday, August 20, 2009 by Morgan Stewart

We are in the midst of a recession and a massive shift in how the world consumes information at the same time. Consumers are cutting their spending due to their need to lower costs while there are more resources available to them to find ways to lower their costs through an ever growing array of online and digital tools.

And coupons are at the crossroads.

Yesterday, Mediaweek ran Scarborough: Text, E-Mail Coupons Growing in Popularity sharing new data from Scarborough Research about how U.S. households acquire coupons. Their highlights include:

8.6 million (or 8 percent) of U.S. households currently acquire coupons via text messages and/or email.
Sunday newspapers are still the most popular way households obtain coupons at 51 percent
The top market for text and/or e-mail coupon users is Providence, R. I., where 12 percent of households obtain coupons via text or e-mail, followed by Washington, D.C.; Atlanta, Ga.; San Diego, Calif.; Austin, Texas; and Chicago, Ill., all at 11 percent.
7 percent obtain coupons through internet sites, compared to 8 percent who acquire them through email and/or text

The full list was made available in a press release titled, More than 8.6 Million Households Obtain Coupons via Text Messages and/or Email.

Surprising to me is the finding that more households acquire coupons through text or email than they do through coupon sites, expecially given the meteoric increase in coupon site traffic last year. It just goes to highlight the increasing importance of usind email and text messaging to distribute coupons which was articulated well by Scarborough's Gary Meo, "Coupons received via text messaging are typically sent only to consumers who have opted in to receive them. This increases the relevancy of the offer and the potential for the consumer to act on that offer."

Email Strategy Tip: Focus on Quality, not Quantity

Tuesday, August 18, 2009 by Lisa White

Just last week I unsubscribed from emails for a retail store I liked and had previously opted into receive email communications from. Why did I do this? Because they were sending me emails every single day, often with the same information, and I was frustrated that they were clogging my inbox.

The article Protect Your List: How to Fight 3 Internal Battles over Email Strategy explains that sending emails to subscribers too frequently could hurt your relationship with them. My relationship with the retail store was damaged and I will no longer find out about their sales via email since I didn't want to get emails about the same sale several times in one week. This certainly doesn't mean that daily emails are never appropriate. Some people enjoy daily emails as long as the information is relevant to them. To learn more about when daily emails are appropriate for an email marketing strategy, read the blog post When Daily Email Frequency Makes Sense.

Along the same lines, the quality of subscriber lists is also more important than the quantity of email addresses. Poor list quality can hurt your reputation, both with people receiving the emails and with ISPs. If a company wrongly got my email address and started sending me information I may or may not be interested in, I would be upset and would think less of that company. Furthermore, sending emails to people that did not necessarily ask to receive may result in more people hitting the 'Spam' button and ISPs or company firewalls blocking emails from that sender. Thus, it is important that measures are taken to ensure a high quality permission based email marketing list. To find out how to grow a list while maintaining quality, check out the whitepaper Get the Scoop on Successful List Growth.

Yahoo Feedback Loop Volume Down

Thursday, July 23, 2009 by Al Iverson

Early Wednesday morning we noticed that Yahoo Feedback Loop complaint volume was much lower than normal. We have confirmed that ExactTarget is not the only affected ESP or mailer. We notified Yahoo of our observations, and on Wednesday night they posted the following statement to the Y! Mail Admin Yahoo Group: "For those enrolled in our Complaint Feedback Loop program, we have an ongoing issue, which started late yesterday, in sending out the feedback reports. If you're seeing a lower-than-usual stream of user complaints of late, this is likely the reason. We're continuing to investigate the problem and will keep the list updated of any progress. Stay tuned."

Update: Volume seems to be ramping back up to normal levels as of 7/23/2009.

Consumers Don’t Know What CAN-SPAM Is

Wednesday, July 15, 2009 by Morgan Stewart

Email marketing’s PR challenges begin and end with spam. As our Catapult team hit the streets to talk with consumers, they heard nearly a hundred consumers express—each in their own way—that spam isn’t limited to penny stocks, Nigerian bank scams, and Viagra. “When referring to email marketing most people think of spam,” surmised Kristeen Hudson based on the interviews she conducted.

Spam is ‘junk mail’. It’s any communication where companies initiate contact and miss the mark. Even when permission is granted, sending relevant email can be a challenge. When unsolicited email is sent, it becomes nearly impossible to deliver something that the consumer interprets as relevant.

According to another new ExactTarget employee, Caitilin Landrigan, “When asked about spam, many people replied that they simply deleted the spam, because clicking the unsubscribe link would only confirm their address was active and increase spam quantities.” This perception continues despite the efforts of responsible marketers to comply with CAN-SPAM. But, could this legislation actually be part of the problem?

Very few of the consumers we interviewed knew that the US government had passed a law to combat spam. They had never heard the term CAN-SPAM. The question, “What is the CAN-SPAM act?” drew blank stares and wild guesses. Of the people interviewed, the only woman that was familiar with CAN-SPAM subsequently shared that her husband is a network administrator. Even if some consumers know what CAN-SPAM is, but by in large, they don’t know and they don’t care.

The disconnect lies in this simple reality, while still too many email marketers hide behind CAN-SPAM compliance—sending unsolicited email with the promise of honoring unsubscribes, the recipients aren’t aware of the rules marketers are playing by. Furthermore, the legal requirement to honor unsubscribes has been rendered impotent because consumers still think it will exacerbate their personal spam problem. That is why ISPs must hold emailers to a higher standard.

Fortunately, consumers do not consider all commercial email spam. In fact, most interviewees gloated about a couple of their personal favorites. The programs consumers consider relationship-worthy follow rules of online engagement that consumers do understand: Permission, respect, and relevance! Honor these and CAN-SPAM becomes a non-issue for email marketers.

This post is part of a series on Consumer Perceptions of Marketing.

Previous post in series: Permission Makes All The Difference

Next post in series: Annoying Consumers with Too Many Emails

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Brought to you LIVE: ExactTarget’s API Vision and Roadmap - Past, Present, and Future

Live Blog: ExactTarget's API Vision and Roadmap - Past, Present, and Future

Email Design Tip of the Week: 3-2-1, Wait! A Checklist Before Hitting Send

Connections 09: More Subscribers Rule

The Rise of Emperor Engagement

User engagement. What does it mean?

Staying Plugged into Your Email Marketing Campaigns 24-7

Email and Text Coupon Use on the Rise

Email Strategy Tip: Focus on Quality, not Quantity

Yahoo Feedback Loop Volume Down

Consumers Don’t Know What CAN-SPAM Is

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