The thing is that the potential of this list was about to be lost due to the fact that the small business owner, Mark Klutchko, Owner, DiscountModels.com, was not aware of the fact that there is Fortune 1,000 technology at the disposal of small businesses like his for under $1,000 per year. After his very first send, he realized that his list was worth a mint.

Using Zrinity’s Campaign Intelligence Mark realized the full potential of his list, began to utilize the metrics available and began to increase revenue after just a few campaigns and in a fraction of the time.

More Resources: Campaign Intelligence, Email Best Practices, Full Email Marketing Case Study, Military Model Aircraft

Zrinity’s email systems are used by thousands of business managers and email marketers across the globe. In this particular situation Eldorado Resorts employed a team of business experts and conducted extensive research prior to choosing Zrinity. This research included word of mouth from other industry experts and an extensive investigative due diligence on the part of Eldorado.

The Eldorado Resorts’ E-Commerce Team began their search for a better email marketing system in Q4, 2007. The team’s goals were gain the feature set associated with ASP email service providers, but have complete in-house control of their business critical data.

Project Goals:
• Complete in-house control of email systems
• Reduce the complexity and of email campaign builds
• Better and more flexible integration with in-house business systems
• Decrease cost associated with email campaigns
• Increase delivery and acceptability rates
• Begin to plan behavioral email marketing campaigns

Full Eldorado Email Marketing Case Study, Email Best Practices Resources

Ask any business manager if they had the horrible choice for their flawed newspaper ad what they would choose. Not barring the fact that they would get another print for free. Would they choose an ad that is COMPLETELY blank over one where their images were blank but there was still text in the ad with the business message? Completely blank, or with text? It is a business no-brainer, but so many email marketers send email campaigns with no Alt Tags and, worse yet, no textual descriptions in addition to images. Since most email clients suppress images as a default, you are sending a blank ad message. ALWAYS use alt tags and textual descriptions in email campaigns.

It is critical that every email campaign manager get a free and independent email campaign analysis before they continue to send future email campaigns. Free Email Campaign Analysis Request

You have created what you determine to be a powerful marketing message based on a combination of images and text. The ad that was supposed to run in last week’s paper is seen in Figure 2‐1 of the full case study. Imagine for a minute there were a series of printing errors. The first error displayed only your text message without images, while the second error displayed only little red ‘X’ where you were supposed to have an image, and the text message was also left off these ads. In a nutshell, no images, no text message at all (see Figure 2‐3). Despite the fact you will get another free ad next week, which of these two errors might still generate revenue? Would you choose the ad with nothing or the one with your text message and no pictures?

• Email Campaign Design Best Practices Guide

This is old school newspaper advertising, but it applies to email as well. Placing images into an email almost always have a likelihood they will not appear in some browsers or on some screens as most email providers’ automatic settings are to block images. With no text, this is a horrible thought. Also, for B2C, Hotmail does not show Alt Tags. You have to ask for the images. So your recipients might still be a click away from even seeing your message. 5 Email is New. Business Communications is Not. However, if you also have text describing the images, both alt tags and inline text descriptions, you will generate more revenue than if you just deliver images. It is old school common business sense and we do not require a study to prove or disprove this.

• More Email Best Practices & Case Studies

A powerful capability to conduct multivariate testing gives Freewebs the ability to test multiple versions of the campaign to provide delivery and other critical metrics before the campaign is initiated. With this more advanced system, email campaign managers can actually gauge delivery metrics, and possible issues with campaigns before they initiate the campaign sends. This adds a very important tool in the layers of tools to test and deliver emails to the most appropriate recipients and servers at the right moment in time to ensure opens, reads and sales, or signups for email campaigns.

Mission Critical Goals:
• Reduce the complexity of email campaign builds
• Better integration of system with existing business systems
• Decrease time to email campaigns
• Decrease cost associated with email campaigns
• Increase delivery and acceptability rates
• Conduct proper bounce management
• Better list hygiene for more valuable lists

Full Email Case Study, Email Best Practices Resources

It is also critical that every email campaign manager get a free and independent email campaign analysis before they continue to send future email campaigns.

Some email recipient firms will block email based upon the integrity of your HTML. If there are HTML errors, your message can be stopped in its tracks. The methods described in the Email Best Practices Guide will help you determine the integrity of the HTML used in your email and avoid the perils associated with HTML errors and compatibility issues.

• Email Campaign Design Best Practices Guide
• More Email Best Practices & Case Studies
• Free Email Campaign Analysis Request

It is also highly recommended that every email marketer get a free and unbiased email campaign analysis before they continue to send future email campaigns.

Use your email metrics to determine to which email clients are the most likely to respond. Then, on your next attempt, you can send draft emails based upon recipient systems such as Gmail, AOL or Yahoo! If you aren’t ready to send a different email to each base of recipients or clients, then just try to test the emails with top clients using systems such as Yahoo! and AOL. It is too easy and inexpensive not to verify your email design. Check your HTML integrity with very inexpensive tools available through Habeas and Return Path.

• Email Campaign Design Best Practices Guide
• More Email Best Practices & Case Studies
• Free Email Campaign Analysis Request

It is also highly recommended that every email marketer get a free and unbiased email campaign analysis before they continue to send future email campaigns.

From the study: Zrinity took the list they were already sending to and helped them clean it up. We stopped sending to bounces and quickly recovered a better sender reputation. Delivery rates went up by about 10%, open rates increased, click-throughs increased dramatically, and we achieved sales revenues 100% higher than weeks in which we conducted no campaigns. The biggest increase in revenue came within three to five business days after the campaign was sent. Spam complaints dropped to 0%.

• Read The Full Email Campaign Case Study
• Free Email Campaign Analysis Request

It is critical that every email campaign manager get a free and independent email campaign analysis before they continue to send future email campaigns. Free Email Campaign Analysis Request

• Email Campaign Design Best Practices Guide

For B2C, since Hotmail does not display underlines for hyperlinks, use inline CSS text‐decoration property to underline in the tag of every link where you wish to have the link underlined. Always assign colors, even if the color is black. Don’t assume the default colors will work for any email as some email providers have different default colors.

• More Email Best Practices & Case Studies

Somewhere in your Website statistics you can learn which computer monitors people use to browse your Website on any given day or month. Look at your stats to determine the most reasonable or appropriate monitor setting for your audience and then use this information to draft a message that fits nicely onto most popularly‐used monitors. It is better to use science than it is to use surveys to determine how people view your site and, ultimately, their email. Look at Figure 1, and you will see that if you plan the email for the top four monitor settings: 1024×768, 1280×1024, 1280×800 and 1680×1050, then you cover over 74% of all possible viewers. Some of you might want to look at these statistics and be sure your site fits within these parameters as well.

• Email Design Guide & Check Off List

Make a sketch‐level plan, but try not to plan too much as a lot of your knowledge will come
from what you learn from email recipients’ actions. Send multiple versions of the same email
using multivariate testing. This is a more evolved method of AB testing. It uses multiple
variations of a message and other offers within the email to judge responses and then uses the
most popular version for the rest of the recipients. Keep sending the emails out fast. Learn
about the viewers with which you are not already familiar.

• More Email Best Practices & Case Studies

Zrinity has compiled a list that, if followed, will allow all your email recipients the ability to view your emails no matter what system they use. This includes Outlook, America Online, Yahoo!, Gmail, Hotmail, and others.

• Email Design Guide & Check Off List

You still have to hit the right person with the right message at the right time. You must first craft a message that matches recipient desires, needs or pain/stress points. With newspaper and TV ads, you had to guess a lot, and then do extensive and expensive surveys. Now, you can simply watch how email recipients act. Did they click through your page or buy anything? Then, you adjust your message and timing based on these metrics…

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