Email

Marketing
Tutorial
In this tutorial, we will be focusing on the world of "Email
Marketing". There are many reasons why email marketing is
a must-have in your digital marketing strategy and also
reveal how experts have used email marketing as a core
tactic in their digital strategies. Through this tutorial, we will
learn a lot of things and you can also become a little
professional in this field, if you practice what we are going
to discuss in this tutorial.

This tutorial has been designed for all those readers, who
want to learn the basics of Email Marketing. It will also help
the readers to use emails as an effective tool to advertise
their products and services on different online platforms. It
is also going to be useful for all those Digital Marketing
Professionals, who are required to send bulk mails and to get
conversions or revenue for a website or a business.

We assume the readers of this tutorial know how to frame

professional emailers and newsletters. In addition, it is going
to help if the readers have an elementary knowledge of
handling websites, MS-Excel, Notepad and a good
command over the language, both verbal and written, for
drafting emails.

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 TABLE OF CONTENTS

1. Email Marketing - Overview

2. Email Marketing - Mailing List
3. Organizing Mailing List
4. Email Marketing - HTML & Text Emails
5. Email Marketing - Newsletters
6. Email Marketing - Announcements
7. Email Marketing - Event Invitation
8. Email Marketing - Content
9. Email Marketing - Landing Pages
10. Email Marketing - Spam Compliance
11. Email Marketing - How to Avoid Spamming?
12. Email Marketing - Avoid Being Blacklisted
13. Email Marketing - Service Providers
14. Email Marketing - Automation
15. Email Marketing - Metrics
16. Email Marketing - Follow UPS
17. Email Marketing - Tips
18. Email Marketing - Certifications
Do you want to learn the really advanced
content that we couldn’t include in this
eBook? CLICK HERE
Email Marketing -
Overview
In this tutorial, we will be focusing on the world of "Email
Marketing". There are many reasons why email marketing is
a must-have in your digital marketing strategy. We will
discuss how experts have used email marketing as a core
tactic in their digital strategies.

The very first question that arises in our mind is − What is

Email Marketing? There are many reasons why email
marketing plays such a critical role in overall digital
marketing.

WHAT IS EMAIL MARKETING?

Promoting a business by sending emails and newsletters is
what we call email marketing. Today’s marketers need to do
more with less. They need to connect with their audience in
a highly personalized way, while staying on budget.
Marketers who are good at email marketing can connect
with their customers in a highly targeted way. They will be
successful in delivering ROI and revenue back to the
business.

No marketing category has the longevity of email

marketing. While some marketing trends come and go,
email remains the most powerful channel available to the
modern marketer.

WHY SHOULD WE DO EMAIL MARKETING?

Email is a tool that nearly everyone uses today, and it
continues to grow and be more prevalent in the lives of
people around the world. There are three times more email
accounts than there are Facebook & Twitter accounts
combined. Many of the top marketers from some of the most
successful companies across the world believe email is the
#1 channel for growing your business.

As a marketer, you have many channels available to reach

your audience, but with limited time and resources, you
need to prioritize your efforts. Email Marketing is by far the
most effective channel to attract, engage and connect with
an audience to drive sales and revenue for your business.

HOW TO DO EMAIL MARKETING?

In the subsequent chapters, we will be describing each stage
of Email marketing in detail. After completing this tutorial,
you will surely be able to start your Email Marketing
Campaigns. Get your feet wet by setting up an email
campaign. If you have a website, put a sign-up form on it.
Collect some Emails through this sign-up form. So at the
end, you can send some test emails to them.

PRO & CONS OF EMAIL MARKETING

The following table lists down the pros and cons of Email
Marketing −

Pros Cons
Too many e-mails
Emails direct traffic to your website. from various
marketers.
It is an easy way to reach mobile Spam filters catch bulk
customers. marketing emails
It's an effective way to keep Too much online
customers informed. marketing.
It's easy to customize and integrate Unsubscribe buttons −
into other marketing tactics. Email anyone can press it
marketing is inexpensive. easily.
Email Marketing - Mailing
List
WHAT IS MAILING LIST?
A mailing list is simply a list of addresses to which the same
information is being sent. If you were a magazine publisher,
you would have a list of the mailing addresses of all the
subscribers to the magazine. In the case of an electronic
mailing list, we use a list of email addresses from people
interested in hearing about or discussing a given topic.

There are two types of Email Mailing Lists −

ANNOUNCEMENT LISTS

These are used so that one person or group can send

announcements to a group of people, much like a magazine
publisher's mailing list is used to send out magazines. For
example, a band may use a mailing list to let their fan base
know about their upcoming concerts.
DISCUSSION LIST

It is used to allow a group of people to discuss topics

amongst themselves, with everyone able to send mail to the
list and have it distributed to everyone in the group. This
discussion may also be moderated, so only selected posts are
sent on to the group as a whole, or only certain people are
allowed to send to the group. For example, a group of model
plane enthusiasts might use a mailing list to share tips about
their model construction and flying.

COLLECTION OF EMAILS
The very first task for email Marketing is to collect email
addresses of those who would like to listen from you. There
are many ways of collecting data in detail, but for this
tutorial, I will just give an overview of various ways.

FORMULA FOR GROWING EMAIL LIST

In analyzing the websites and techniques of some awesome

email list builders, a certain formula started to emerge. If we
could break down the process of building a massive email
list to just its most basic parts, then it would look like this −
Can it really be that simple? I think so.

Basically, everything begins with content. People will find

your site because of your amazing content. They will keep
coming back for this amazing content. Your content will be
the foundation of what you email to them, which will be the
reason they stay subscribed (or not). It all starts with
amazing content. If you have got amazing content, then start
asking for emails. People who are interested would like to
receive that content as often as you create, delivered straight
to their inbox.
The CTA (Call-to-Action) is your final instruction to the
reader.

STRATEGIES TO GROW EMAIL LIST

Multiple CTAs − It seems like those who build lists design

their web, blog best and calls-to-action. You cannot escape
their calls to sign up. There might be a signup in a popover,
a signup at the top of a blog post, another one at the bottom.
Basically, the design assumes that people will view the site
differently and that in order to maximize the chances that a
potential subscriber sees a signup form you’d best put sign
up forms everywhere.

Give & Take − Attaching something valuable to your email

signup form is a surefire way to create interest in readers’
mind. Basically, give something away for free, for the price
of an email address (which we all know is worth way more
than free to the site that gets it). For example, you can attach
E-books, Cheat sheets, Email series, Video, Private blog
content, and Early access to new features.

Handy Opt in Links − Bear in mind that people can sign up

to an email list in places other than an email capture form.
You can get the link and share it in a huge number of
different places like email signatures, social media
messages, and guest blog bios. Depending on your email
software, there is likely a landing page devoted to acquiring
email signups. Once you have the link, keep it handy. You
never know when you might have a chance to use it. How to
get that Link? We will be discussing it shortly.

DISCLOSE YOUR SOCIAL STRENGTH

Would you be more apt to join an email list, if you knew
80,000 other people were already signed up? The concept of
social proof says yes, which is why you see many sites
advertise the size of their email list on their signup form.

CREATE REMARKABLE EMAIL CONTENT

Your content needs to be amazing, if you want people to

stay subscribed and forward your emails to their friends,
family, and colleagues that aren't already on your email list.

HOW THE BEST SITES GAIN SIGNUPS?

Now that you’ve seen that there are many different ways to
grow an email list, I’d love to show you how some of the
top sites implement these ideas. Here is what my favorite
sources for email collection are −

• Here is the trick for gaining more email signups with

this link. Reply to each mention on Twitter, often
starting a conversation with folks who have shared
your content. As a part of this conversation, you’ll
drop in an offer to sign up for his email list, sending
over the direct link to do so.
• Encourage your current email subscribers to share
and forward your emails by including social sharing
buttons and an "Email to a Friend" button in your
marketing emails. At the bottom of your emails,
include a "Subscribe" CTA as a simple text-based
link, so that those receiving the forwarded emails can
easily opt-in, too.
Organizing Mailing List
It is very important to organize all the email addresses that
you have gathered. All you have to do is to combine all the
emails you collected in one single mass Email List, so that
in the end, you have got all subscribers in one single file. I
prefer to use MS-Excel for combining the list. After
combining the list, you may need to export it in text or a
CSCV file as required by your Mailing Client.

You can convert an Excel worksheet to a text file by using

the Save As command. Click the Microsoft Office
Button Click Save As. In the save as type box, choose the
text file format for the worksheet. For example,
click Text (Tab delimited) or CSV (Comma delimited).
Don’t forget to do some sorting to avoid any invalid emails.

FORMATTING EMAILS
This is the main part to clean your list from bad, dead email
addresses. There might be many wrongly typed email
addresses in your list. Some typo errors, syntax errors and
possible some bouncing email addresses, if you are dealing
with your old email List. On an average, about 22.5% email
addresses get deactivated, banned or deleted per year, so that
must be the bad news, if you are one of the victim dealing
with an old email list.

VALIDATION
While reading this book you must be thinking that every
part is not must to read. But sincerely this part is important
enough to avoid being marked as a spammer or being
blacklisted. If you are paying to top Email Marketing
Clients like Mail Chimp, Aweber etc. then this part is not
necessary. But believe me, if you have got millions of Email
addresses or you are running some other Bulk Email Clients
that are hosted on your server then you probably need these
steps done before launching any email campaign. These I
will be discussing in detail later in chapter “Service
Providers”

OPT-IN
An opt-in policy requires a potential customer to self-select
the services they wish to subscribe to, and how any
information they provide may be used. It is also referred
as permission-based marketing.

As discussed in the previous chapter, there are formal ways

to gather email addresses using a CTA. Cash rewards,
coupons, and convenience appeal to many consumers, but
often these benefits come at the cost of an undisclosed
contract for use of personal information. Individuals may
choose to share their data, but they should be afforded
transparency over how their data will be used and with
whom it will be shared.
OPT-OUT
An opt-out policy through which a customer can
unsubscribe through the link attached in the email.

Should you email people that never signed up nor have done
business with you and tell them they can unsubscribe if they
don’t want to hear from you? The answer is NO.

As I personally don’t recommend you to start building an e-

relationship by force-feeding recipients you’re messaging
and telling them they can opt out or unsubscribe. By doing it
the right way, your brand will be protected.
Email Marketing - HTML
& Text Emails
Having an HTML email does not hurt your deliverability as
long as you have two things − a properly coded HTML
email and a plain-text version.

The results confirmed what we assumed: HTML emails

decreased open rates. What was interesting, however, was
that not only were HTML emails receiving lower open rates
than their plain-text counterparts, the more HTML-rich an
email was, the lower its open rate.

HTML EMAIL
If there are some broken tags in your HTML, the email
provider and users can mark it as spam. That'll hurt
deliverability − not just for that email, but also for any other
emails coming from that particular email address in the
future.

The emails with fewer HTML elements won with statistical

significance.
PLAIN TEXT EMAIL
Most email marketing tools will let you easily create plain-
text versions within their email editor, so take those five
extra minutes to create and optimize the plain-text version
of your email. Otherwise, email providers such as Gmail or
Outlook might think your email is dodgy. After
experiencing different tests; it is found that the Plain Text
version has got as much as 25% more open rates when
compared to the HTML. Not only the open rates, it has also
got 21% more clicks through rates as compared to the
HTML emails.
Email Marketing -
Newsletters
Newsletters are a shortened form
of newspaper and informational letter. Generally used to
describe a periodic publication distributed by e-mail to
an opt-in list of subscribers. Newsletters are normally used
by organizations or owners of a Website to communicate
with their readers.

Some companies may sell targeted ads within their

newsletters. Bear in mind, if you are going to send a
Newsletter to subscribers then balance your newsletter
content to be 90% educational and 10% promotional.
Regardless of the possibility that your supporters agree to
your messages, there's no assurance that they will open your
messages, once they get them in their inbox. Numerous
advertisers have a go at it, so as to expand the recognition
with their supporters by keeping the headline same every
day, week, or month that they send it.

Be that as it may, let's be honest; headlines get old for

endorsers − and quick. Why? Since there's no motivation
from the headline to tap on that particular email right now.
A superior methodology would be to attempt to have an
alternate, inventive, drawing in the title for every Newsletter
you send.

PROMOTIONAL NEWSLETTERS
Be cautious with uncommon offer messages. This is the sort
of stuff that is almost ensured to wind up in the
"Promotional tab" in Gmail. When you send an exceptional
offer, make sure you segment your lists first. You would
prefer not to send a discount code to somebody who simply
paid the maximum yesterday.

At this point, I need to share a promotional email

from CrashPlan.
The copy in this email is all about giving, not getting.
Special offers are often seasonal and CrashPlan did
something interesting with this holiday email. If you give
CrashPlan to someone else, you get two free months for
yourself.
Email Marketing -
Announcements
Email is a fantastic way to announce a new product or
service your business is offering. The key to getting your
audience excited about your latest business offering is by
answering these four questions in your next product
announcement email.

• What is it?
• Why should I care?
• What’s included?
• How do I get it?

WHAT IS IT?
Let your audience know exactly why you’re emailing them,
and the product or service you have available.

For example: “ABC Institute is happy to announce a new

Math class” or “Our latest collection is now available at the
XYZ Clothing Store.”

Be simple and direct in letting your audience know what is

new. Use your brief, short and direct statement as your
email headline or even in your subject line. Within your
email, you should also include an image of the new product
or a picture that represents your new service. Yes, it’s really
true that a picture is worth a thousand words, and that’s one
thousand less words you need to write to help sell your new
product!
WHY SHOULD THEY CARE?
In your email, tell your audience why they should spend
time caring about your message. Tell them the benefits of
your new product or service that would directly impact
them. In our Institute example, you could say something
such as, “Our new Math class is perfect for students looking
for a Job as an Accountant.” Clearly articulating the benefits
of your new product or service can pique the interest of your
customers.

WHAT’S INCLUDED?
The goal of a product announcement email is to get your
readers interested enough to click on your call to action.
You don’t need to include a laundry list of every single item
that’s included in your new product. However, you should
include the main features that would be of interest to the
consumers.

In our clothing store example, you could say something like,

“Our latest collection is inspired by the early ‘70s and
includes Jane bags, jumpsuits, suede skirts and more. All of
our clothing is made with the promise of quality.”

A simple list of the key features of a new product or service

will help keep your email focused. If you’re offering a
special discount or promotion to introduce the product, that
should also be very prominent in your email. For example:
“For a limited time only, save 15% off any item in our new
collection.”

HOW DO I GET IT?

Make it very clear what your email recipient needs to do to
get your new product or service. If you’re selling the
product or service online, a clear “Shop Now” button works.
If you want to drive people to the website to get more
details, try “Learn More.” If you want to drive users towards
a call or a visit, make your phone number or your physical
address stand out in the email. We have a handy call to
action button generator for your emails.
Email Marketing - Event
Invitation
Events and emails go hand in hand. Whether you host an
open house, charity gala, webinar or a customer appreciation
day, the best way to promote your event and invite guests
is through email invitation. It is similar to what you have
been doing for all your other emails. The following image
shows a sample template of an email invitation.

• Subject − You need an engaging and interesting

subject line to pull your readers in.
• Logo/Company Name − Using a masthead
(Banner), as you would in a newsletter, works well.
 • Reason − Let the readers know what’s in it for them.
Will they learn something new? Will they get to
make and take something home? Will they get to
network with 500 people in their industry?
• Event Details − You obviously can’t have an event
without a date, time and place. Include whatever is
required like the venue, demo, webinar, or a new
service and include a full log-in or signup details.
Also include a link back to your website, and contact
info like a phone number or email address for your
business, so someone can call with questions if need
be.
• Call to Action − Once again every email needs a
call to action. Don’t forget the formula I had told for
successful Email Marketing. Use a button maker to
help with this task, and direct people to either your
signup form, your website, to a landing page, blog
post, or even a Facebook events page that has a lot
more details.

NOW HERE COMES THE REASON WHY I

PREFACED
I just need to share these bonus tips that are essential for
Email Marketing. Whatever you have read above like the
Subject Line, Logo, Reason, Event Details, CTA. You can
find them on the internet. What I want to share is the
collection of tips that can make an EVENT successful.

• Send more than one email − An event email isn’t a

one-and-done deal. You should send at least three
emails about your event. Be sure to send reminders
to those who haven’t opened or clicked your email.
 The day before the event, send one last email to
recap important information like where to park and
directions.
• Invite guests via Social Media − In addition to
inviting your contacts via email, you can also invite
guests via Facebook by creating an event. It’s not
only another way to promote your event, but you can
invite people that you don’t have email addresses
for.
• Email past participants first, and offer them a
discount − If this is a recurring event, reward past
participants by emailing them first and/or offering
them a discount.
• Offer early bird and regular pricing − If your
event comes with a cost, offer two pricing options:
Early bird and regular. Reward people who jump on
the opportunity early.

With these tips, your next event email should be a shining

success.

Take a look at the following event invitation. It shows how

you can use all the elements discussed above to attract the
attention of your customers −
Email Marketing - Content
EMAIL COPYWRITING
Email marketing involves a unique form of copywriting that
a lot of people, especially when just starting out, have some
difficulty planning and executing. There are many
similarities with other forms of copywriting, but there are
also some unique opportunities and pitfalls as well. These
articles will examine some of the elements of writing for
email marketing and walk you through the basic steps of
crafting your message.

HOW TO WRITE SUBJECT LINES?

The subject line of your email is the hook that draws your
subscriber to open your email. Whatever extraordinary
performance you have done while writing your email, that
all will go waste if you do not choose the apt subject line for
the email. Write a line that is catchy as well as personalized.
Remember not to exceed more than 10 words. See the
research below.
THE IMPORTANCE OF THE “FROM” ADDRESS

The “From” address is vital for email marketing to succeed

as a form of communication. Most people will not open an
email unless they recognize the “from address”. If you are
sending email to the people, who know you by name send
them with your personal email rather than sending from "no-
reply, info, and newsletter" etc.

MAKING EMAIL CONTENT RELEVANT

Consider the success of blogs, forums and social networks.

Those interactive channels are effective because users feel
involved and engaged. Build off that premise with email
copywriting by keeping the subscribers engaged and making
them a part of the content.

You can consider including the following −

 • Reader polls
• Reader case studies
• Q&As with customers
• User-generated content

WRITING A CALL TO ACTION IN YOUR EMAIL

Your subscriber needs to know why you are sending them

an email. This reason should lead them to a clear call to
action. This CTA defines the action your subscriber is to
take after they open up your email. With too many CTA’s,
email marketers run the risk of confusing or overwhelming
subscribers. When customers are presented too many
options, they may be less likely to purchase. Instead, focus
your calls to action and limit the effort it takes to act.

You can consider these quick tips −

• Rely on size and placement position to emphasize

the call to action.
• Write call to action copy that tells subscribers
exactly what they can expect.
• Use copy that reinforces to subscribers that taking
action will be quick and easy.
PERSONALIZED EMAILS
So what are Personalized Emails? Have any Idea... No?

Alright give me a chance to characterize you in a short

story.

Have you ever walked into your favorite store or restaurant

and a member of the staff immediately recognized you?
Imagine they said something like “Hey Sofia, we just got in
a great hat that will go with the coat you bought last
month!”

It would be a pretty surprising feeling, right?

We’re used to wandering anonymously through the world.

However, if we’re offered useful information based on our
likes, well that would be pretty handy. A study says that
personalized emails had 29% higher open rates and 41%
higher click rates than emails without any personalization.
Sending a highly targeted, well-personalized email can
increase your opens and clicks, drive conversion rates
higher, and deliver some serious value to your users. As far
as my experience is concerned, I usually get much more
response, open rate, click rate with personalized message.
Here are some examples to show you personalization in
email marketing.

Personalizing Subject Line − As I discussed in the

previous topic “Email Copywriting” that a catchy and
personalized subject is all you have to write for a successful
Email. You might have opened those unknown emails that
include your name in subject line. Haven’t you? For a
personalized email, write the name of subscriber or anything
that catches attention.

FORMULA OF KISS-KEEP IT SIMPLE, STUPID

It is an important reminder for you not to confuse your
clients and prospects with complicated features in your
products and services. Remember, you are not selling a
scientific theory to Professors, lawyers, or doctors. Even for
them, they expect something simple and easy from you. Do
not talk to your prospects as if you are presenting your PHD
thesis to a group of Harvard professors.

Always remember, your prospects are normal people.

Marketing simply means to let people know how you can
solve their problems by using your product and services. Do
not over-use words and grammars. You don’t have to let the
others know that you know the longest words in the world,
or you use correct grammar such as proverb, past continuous
etc.

EFFECTIVE EMAIL SIGNATURE

Your email signature is often one of the final points of
communication, a consumer has with your service/brand. A
good email signature is simple, informative, professional,
and puts the information in the forefront. But, this doesn’t
mean your signature has to look dull or boring. There are
many ways to get the most out of your email signature, so
let’s run over 12 easy tips and look at some beautiful
examples.

• Don’t Include Too Much Information.

• Keep Your Color Palette Small.
• Keep Your Font Palette Even Smaller.
• Give your email signature format some style.
• Add your company logo/photo to your email
signature.
 • Always use the ALT tag, when adding an image to
your signature.
• Make it Mobile friendly.
• Make sure contact details are up to date.
• Use Social Media Icons to Drive Traffic.
• Use a different email signature for your replies and
forwards.
• Give your email signature format as much thought as
a marketing campaign.
• Add your latest marketing content to your email
signature.

What do you think about the signature below, does it

look appealing?
Email Marketing - Landing
Pages
Email marketing is a powerful tool in itself, but it would be
adding to the elegance with the use of landing pages. These
pages are the ones which you put on your website that
customers can link to from your email. Landing pages are an
extensively detailed image of your email campaign with
more info, more images, and even a purchase option, so
recipients can buy what you're selling.

WHY USE LANDING PAGES?

A landing page is a detailed page with multiple links. It
performs the following roles −

• Adds more explanation beyond your email copy.

• Showcases your products.
• Gives your recipients tip lists.
• Draws the recipients to your Website.
• Tracks Campaign traffic towards the landing page.
• Analyzes the success of a campaign.
THE IDEAL LANDING PAGE
The very first thing to keep in mind is that “First impression
is the Last impression”. As you have got 3-5 seconds to
convince a visitor, whether to stay on a page or abandon it.

• Your landing Page needs to load quickly.

• Convey your message in seconds. With answers on
How to do it?
• Around 35% of visitors scroll down, rest of them
bounce back. Make your Page Visually Compelling.
• Make it appealing − even your existing customer
can’t scroll down if a page is not appealing.
• Avoid using multiple call to actions − Be more
precise use only one CTA.
 • The more information that you ask the visitor, the
less likely they stay. Keep your form short and
simple.
• Email needs to pass the SPAM filters, you can’t
write a Compelling CTA but try to use those CTA in
your Landing Pages like “Buy now”, Free
Download”.
• Don’t overwhelm your page with images.
• Avoid using Auto play videos as many visitors surf
from their work and they have to click away from
the page.
• You have 600 pixels height to be above-the-fold in
most web browser resolutions, so value the CTA
position and visually engage the users in 600px
• Use Easy-to-read, Easy-to-spot Bold Buttons.
• Make sure you link other pages on your main
website.
• Don’t confuse users with different landing pages and
different website templates. Your landing page
design is to make it look as the rest of your website.

Finally, the most important practice for landing pages is to

test them. Google Website Optimizer is a free tool to set up
A/B tests of landing pages, so that you can see graphics,
calls-to-action, background colors and headlines work the
best for converting users.

Remember that the best email landing pages keep their

design and their user requirements incredibly simple!
Email Marketing - Spam
Compliance
WHAT IS CAN-SPAM?
In this chapter, we will give you the history of what CAN-
SPAM is and tell you what you need to do in order to
achieve CAN-SPAM compliance.

In 2003, as inboxes were being flooded with unwanted

email spam, the United States federal government took
action with the passing of the CAN-SPAM law. CAN-
SPAM stands for Controlling the Assault of Non-Solicited
Pornography and Marketing Act of 2003. Essentially, the
law set forth a number of requirements that need to be met
in order to send commercial email to customers.

IS YOUR EMAIL SPAM COMPLIANCE

Once you get past all the government language, CAN-
SPAM Compliance isn't that complicated. If you just follow
7 simple steps, you'll be completely safe.

BE WHO YOU SAY YOU ARE!

You can't profess to be another site or organization just to

get a client to open an email (or to dodge messages going to
spam). This is a famous trap which offshore spammers use
to overcome spam channels and yes it is illegal.
DON'T LIE IN THE SUBJECT LINE

This one is easy. If your email subject line says that opening
the email will give the user a daily quote of the day, then
that's what needs to be in the email. Tell them that your
email is an advertisement. You can do this in numerous
ways, including mentioning in a little print at the base of the
email. Notwithstanding, some place in your email, you have
to make it clear that the email is an advertisement.

TELL RECIPIENTS WHERE YOU ’RE LOCATED

This one is also simple. Somewhere in your email you must

provide a physical postal address (street or postal box),
where you can receive communications via mail.

YOU HAVE TO LET PEOPLE KNOW HOW TO OPT-OUT

You cannot (and should not) send a marketing email without

letting the users know how to stop you from sending future
emails to them. This is called allowing email Opt−Out off
your email list. This is typically done at the bottom of the
email. The only actual CAN−SPAM Compliance
requirement is that it be easy for any ordinary person to
recognize and read this information. Also important is the
"universal unsubscribe rule".

HONOR OPT-OUT REQUESTS PROMPTLY.

When somebody requests an opt-out or unsubscribe from

your email list or lists, you have up to 10 business days to
remove them. When you send an email, the information or
link to unsubscribe from that email must be valid for 30
days.

MONITOR WHAT OTHERS ARE DOING ON YOUR BEHALF

Also make sure that you know what your affiliates are
doing! Make sure that you know what anybody who sends
an email on your behalf is doing! You are legally
responsible for the actions of anybody you hire or authorize
to send a marketing email on your behalf.

There you go... Take after these straightforward seven

stages, and you will be CAN-SPAM compliant. Most
outsider email stage suppliers will really ensure that any of
these criteria that can be robotized, (for example, physical
location, unsubscribe interfaces and uprooting unsubscribed
individuals) are computerized. Then again, it's in your best
interest to always review your marketing emails before they
go out to make sure that they meet every criterion on the
checklist!
Email Marketing - How to
Avoid Spamming?
Following are the rules that must be followed to avoid being
marked as SPAM −

• Using phrases like “Click here!” or “Once in a

lifetime opportunity!”
• Excessive use of exclamation points!!!!!!!!!
• USING ALL CAPS, WHICH IS LIKE
SCREAMING AT THE TOP OF YOUR LUNGS
VIA EMAIL (especially in the subject line).
• Using bright red or green colored fonts.
• Using bad content. This one’s broad, but important.
• Coding sloppy HTML, usually from converting a
Microsoft Word file to HTML.
• Creating an HTML email that’s nothing but one big
image, with little or no text. Spam filters can’t read
images, so they assume you’re a spammer trying to
trick them.
• Using the word “test” in the subject line. Agencies
can run into this issue when sending drafts to clients
for approval.
• Sending a test to multiple recipients within the same
company. That company’s email firewall often
assumes it’s a spam attack.
• Sending to inactive lists. These are lists which have
not engaged in the campaigns through opens and
clicks. Because subscriber engagement is a huge part
of getting emails into the inbox, when an ISP sees
low engagement rates they will often begin to bulk
the campaigns to the spam folder. Then they will
 block the domain and IP addresses used to deliver
those campaigns.
• Sending to stale lists. Permission generally goes stale
within about 6 months, so if your subscribers haven’t
heard from you within that timeframe, you’ll need to
reconfirm.
• Include a Text version of your email if you are
sending html emails.
• Use Spam checkers before sending your emails.
• Maintain a Good Text to Image Ratio.
• Make Sure Your DKIM, SPF, Sender-ID, and
Domain Keys are set up properly.
• Avoid large attachments and certain attachment
types.

SPAM TESTING
Before sending emails out to your entire list, it’s worth the
time to utilize a spam checking service. Websites like
MailingCheck.com offers a free downloadable tool for
Windows that uses a Spam Assassin to check the email.

If you prefer to avoid downloading any software, you can

send the email to the IsNotSpam.com service and they will
also check a few other items important regarding the email
deliverability. Alternatively, Mail-tester.com uses a form-
based solution to test your emails.
Email Marketing - Avoid
Being Blacklisted
In this chapter, we will discuss a few points that will help
you to avoid being blacklisted −

Single Opt-in − Make the consumer opt-in for your service.

Do not waste your time gate crashing, be sure you are
invited. Whenever, customer visits your site provide them
with the option of 'opt-in' for receiving your promotional
newsletter.

Double Opt-in − It serves your purpose much better than a

SINGLE OPT-In. Send a confirmation email and make
yourself double sure that the customer you are going to lure
is a genuine one and they are truly interested in your service.
It also sets aside fear of mischief. In case your IP has been
blacklisted, double opt-in’ is the most straightforward way
to prove that an individual’s spam report was erroneous. If
the customer confirms, he/she is your right target, you are
sure about your welcome and your promotional newsletter
or content will be read. But, if they do not confirm, follow
the thumb rule, ‘never send an email’, delete the customer
from your database. If you are stubborn and insist on
sending emails, there is a high risk of being blacklisted.
Opt-out − Always provide the option of opt-out at the
footer of every promotional matter you send. It helps
customer unsubscribes from your service, if they are no
longer interested in your email promotions. Follow the
thumb rule, 'never send an email again'. Delete the opted out
customer from your database; they no longer exist for you.
With the confirmation in your pocket, now concentrate on
your email planning. The other areas to concentrate are −
Subject line, sender's address, content are all important
elements of a promotional email.

Subject Line − Make sure your subject line is accurate and

looks trustworthy. Subject line should not have bad hellos. It
should scream for attention, but at the same time, not make
the recipient suspicious of the email.

Sender's Address − If possible, use your company @

address or stick to your personal name with @ address of
known email service providers like yahoo, hotmail, AOL
etc.

Content − Do not disappoint your valuable customers with

your promotional content. Tailor your content according to
the expectations of the customers and provide them
something substantial in those words.

Accurate Send Path − Do not bluff to the customer on the

source of your email. Spammers often play the trick of email
spoofing, that is forging an email-header to make it appear
that it came from a different source than the actual source.

Don’t Bluff Spam Filters − Play it safe, do not try

developing a strategy to break spam filters and sneak in.
Spammers have more end-run spam filters knowledge than
you, whatever strategy you develop you will always be
behind. If you try your strategy, you will be straight away
blocked and blacklisted. The strategy is already considered
as spamming.

CHECK IF YOU ARE BLACKLISTED?

Blacklists contain lists of IPs or domains that pose a threat
to consumer inboxes. Your email service provider may
automatically alert you, if you’re added to one, but it’s good
to check for yourself. If you are on a blacklist, act quickly.
Just a few spam complaints can add a legitimate sender to a
blacklist.
BLACKLIST RESOURCES

There are a lot of blacklists, but a good starting point is

checking to see, if your IPs or domains are on any of these
popular lists −

• Barracuda Reputation Block List − BRBL is a free

DNS blacklist (DNSBL) of IP addresses known to
send spam.
• Invaluement − The Invaluement anti−spam DNSBL
blocks elusive type of spam, where the sender is
sending unsolicited bulk email and escaping
traditional detection methods.
• MXToolBox − MXToolbox shows you whether or
not your domain or IP address is blacklisted and can
perform checks on your DNS to see how it is
configured.
• MultiRBL − This free multiple DNS blacklist
service cross-references other blacklists by IPV4,
IPV6, or by a domain.
 • Spamcop − The SpamCop Blocking List (SCBL)
lists IP addresses that had mail reported as spam by
SpamCop users.
• Spamhaus − The Spamhaus Project maintains a
number of DNSBLs as part of their effort to identify
and track spam sources, and provide anti-spam
protection. To be removed from this list, visit their
Blocklist Removal Center.
• SURBL − Unlike most lists, SURBLs are not lists of
message senders. SURBLs are lists of websites that
have appeared in unsolicited messages.

WHAT TO DO IF BLACKLISTED?
If your IP address has been blacklisted and you want to
investigate, you'll need to visit the blacklist's website and do
a lookup on your IP address. Most blacklist databases will
provide general listing reasons, but don't list specific email
addresses tied to blacklisted IP addresses. If you want to be
removed from any blacklists because databases often share
IP addresses that have been listed. If you think you've fixed
things on your end, go back to the blacklist's site and follow
their instructions for the IP address removal process.

Here's what you're likely to come across −

SELF-SERVICE REMOVAL

There are a few blacklists with a self-service removal

feature that lets you take your IP address off the list without
much trouble. However, you'll want to make sure you've
resolved any issues before doing this. If you don't and your
IP address gets listed again, it won't be easy to get it
removed that next time.

TIME-BASED REMOVAL

Most blacklists have a built-in, automatic process that

removes lower-level listings (IP addresses that are light
offenders) within a week or two. But if the IP address had
sent spam more than once or did a high volume, the time
period will be longer.

Keep this in mind −

• Their priority is to reduce the spam on their email

platform for their customers −their goal isn't to
prevent you from sending emails.
• Spam is a serious problem. They don't blacklist
lightly. It's their way of trying to identify and prevent
real problems.
• Blacklists are legal because they are designed to
prevent fraud or other activity that disrupts normal
business. We all need to accept that fact.
• If you made a mistake and were blacklisted, don't
make the same mistake again. Most likely you won't
be forgiven a second time.

“Disclosure − The author has made considerable

efforts to present accurate and reliable information
in this book. However, the author does not take any
legal responsibility for the accuracy, completeness, or
usefulness of the information herein.

This Tutorial may refer to businesses. Referrals to

such entities are provided solely for informational
and educational purposes and as a convenience to the
user. A referral to a product or service on this
website should not be considered an endorsement or
recommendation of that product or service.”
Email Marketing - Service
Providers
WHERE EMAIL MARKETING INDUSTRY IS
STANDING?
Have you ever stopped to think about what happens to your
email message after you press "Send"? If you're just sending
your own personal emails through Gmail or your email app,
your emails likely get routed through your email service's
‘Simple Mail Transfer Protocol’ (SMTP) service to your
email recipient's email service's SMTP service.

It typically just works, and so most of us just ignore it. But,

if you're sending thousands of emails a day through your
app, or are delivering your company's newsletter to millions
of people, suddenly you need to think a lot more about how
your emails get sent. You'll very likely need a transactional
email service, a dedicated email sending service that'll make
sure your emails get delivered no matter how many you
need to send.

Apart from a dedicated email sending service, have you ever

wondered how many emails can you send in one single day?
Are there any limitations?

The answer is probably YES.

Everything has got its limit. Same goes with email

marketing. You cannot send 500 emails per day from your
Gmail, Yahoo & more than 100 from a Hotmail Account. Is
it possible to do Email Marketing from these email services?
“Not possible”. So you have to find any better Email
Marketing Service. I will be telling you the most common
Email marketing services providers. I will also be
disclosing, which service I use for myself.

SERVICE PROVIDER PRICING

First of all, you have to decide what kind of company you
are in. Going through different Email Marketing Service
providers you will find their pricing model is divided in two
categories.

SUBSCRIPTION BASED

If you are running a well-established company and have

fixed clients, subscribers those who want to hear from you
as soon as a new product launches, Newsletters,
Promotional Emails, then this Subscription Based model is
very good. Keep in mind that you have to pay them monthly
fees either if you are sending many emails per month or not
even a single email to any of your clients.

MAILING BASED
This is the second model; if you are a start-up company or
want to generate leads, you have got the list of email
addresses. You want to send them an email once a month or
want to send Bulk Emails. Because in Bulk Email marketing
you have Millions of email addresses in a list, so for going
with a Monthly plan, it will cost you a lot and work out to be
expensive. Therefore, a Mailing based plan is used in such a
scenario.

I use a Mailing based plan in both cases, if you have

a list of subscribers or I have got Millions of email
addresses. I also suggest others whatever their
business plan is? Mailing Based plan is always better
and cheaper, because sometimes you have to send a
single email or not at all.

COMPARISON OF SERVICE PROVIDER

Once you have decided on a payment type − subscriber-
based or mailing-based, you should think about what size
of a list you have and hope to have. I hope that the links and
prices on these charts are helpful for helping you decide
upon a hosted bulk email service.

COMPARISON OF SUBSCRIBER BASED (MONTHLY )

PROVIDERS

The chart below shows some top email sending platforms

monthly plan based on the list of subscribers, there are some
limitations you may find updated price on their website also
their terms & conditions. Like how many emails can you
send to 1 person in a month that could be unlimited or could
be limited to 4 emails.
COMPARISON OF MAILING BASED PROVIDERS

Again you can see the chart comparing top email service
provider with mailing based payment model. In short you
don’t have to worry about paying each month. This one is a
fair plan you have to pay whatever you have sent to your
clients.

EMAIL VALIDATION SERVICE

Now that I have given you some fundamental know-how in
the earlier chapter on Email Validation. Now, we will
discuss why it is essential for you and who is offering this
service? Suppose you are running your own Bulk Email
Marketing service. You have to send Emails to a set of Real
Estate Agents and you have got the list. But you don’t know
if those emails addresses are active or even exist. How old is
that email list? Many emails have got deleted, banned and
are not anymore in this “Hello World”.

Therefore sending Bulk email to this list without cleaning it

from dead, deleted, banned, bounced email addresses will
cause higher bounce back rate and you may get banned for
sending SPAM. As a result of just avoiding this email
validation step, your emails will always hit junk box. There
are fewer chances of these emails hitting the inbox of the
remaining addresses in the active email list next time.

Following are the names of a few online email validators,

which might be of help −

• Email Gang − Simple payment plans with accurate

results, Cost effective, high efficiency, detailed
report, list review & don’t charge for unknown
emails.
• Email Validator − They offer pay-as-you-go pricing
as well as subscription plans. If you are from EU
countries, you have to give 19% VAT and your Vat
ID.
• Brite Verify − Just drag & drop your email list into
the window. They will scan the list to show you your
total records and cost and validate it. But they are
slightly expensive when compared to others in the
market.
• Verify Emails − Offering services with monthly
validation limits and yearly subscription, seems
disappointing.
 • Kick Box − Quickly validate and verify your email
lists. Just drop your contacts directly into the Kick
box interface. They will sort out the good, the bad,
and the ugly. Not much details of email addresses.
• Verifalia − They have certain limitations and are
offering complex pricing plans. Visit their website to
analyze the cost and then you can decide.
• Never Bounce − Like Email Gang, they are offering
free list review, that will tell you, if your list needs
cleaning or not. But their pricing is higher when
compared to Email Gang.
• Data Validation − Payment terms are one-time, but
at the same time their other packages like tune up+
and monthly assurance, will cost expensive. Their
major plus point is that their results are quite
accurate.

EMAIL VALIDATION PRICING COMPARISON

Now you have got the idea of why it is essential to do email

validation. Then the next step will be to discuss various
service providers and their pricing. Here is a chart with their
pricing, but please do verify and contact them directly for
your needs.
WHAT I USE, AND WHY?

Everyone is always in search of a service, which is hassle

free, cheapest with higher quality. As you can see that in all
payment plans Email Gang is cheaper as compared to
others. I have suggested them in many reviews. I have also
used expensive services before using Email Gang. I find it
no more different with the expensive ones, while comparing
features, but I have found some more features in Email
Gang. These are listed below −

• They have a reporting tool with advance tracking.

• Statistics Opened, Bounced, Blacklisted, Marked
Spam, Un Sub etc.
• The PLUS feature is Email Validation Service. No
one is offering Email Validation Service in all the
service providers listed above expect for Email
Gang.
• You can use it to clean the Email List from invalid,
bouncing emails.
 • This feature is also integrated with their email
sending platform. So you don’t have to pay for those
emails, which are invalid.
• Apart from this, I have also searched many email
validation services those are too much expensive as
compared to the Email Gang.
• If you have a list, you can send them for review they
will update you free of cost whether your list needs
cleaning or not.
• Can be a good alternative to increase domain
outgoing emails.

“Disclosure − Author has no affiliation or partnership

with any of these service providers. The comparisons
and crystal clear reviews are for your convenience. A
referral to a product or service on this website should
not be considered an endorsement or
recommendation of that product or service.”
Email Marketing -
Automation
SCHEDULING
A better feature you would find in most of the service
providers. It is very useful, if you are going to make a
massive blast of discount on a Black Friday or on Happy
New Year and so on. This feature will automatically send
your email at the specified date and time.

CHECKLIST BEFORE SENDING AN EMAIL

Be sure you have completed the steps mentioned below −

• Choose a catchy, nice Subject line for a better open

rate.
• From-address is the first in all impressions on an
ISP, so always choose wisely.
• Personalize your subject line and email content.
• A good, decent signature is always the impression,
which forbids the receiver to unsubscribe.
• Must follow all the 7 steps for Spam Compliance.
• Avoid using spam words.
• Do some tests to avoid being marked as a spammer.
• Your email must have a Text version also, if you are
sending the HTML version.
• Be sure to clean your list with any of the service
providers.
• Send your email through a reputed service provider.
TRACKING
Tracking has made possible to track the result of your email
campaign. It tells us the statistics of our email campaign.
After sending emails to the list, tracking shows us the result
of our campaign.

• How many customers opened our email?

• How many have clicked on any link or clicked to
any “Call to Action” button?
• How many of them marked our email as Spam?
• Who unsubscribed from our mailing list?
• How many bouncing emails are still there?

Here is an image of the tracking report shown as an

illustration.

This tracking report would also contain all the emails

addresses of the recipients under each section. Like if you
want to delete those emails addresses that “Marked your
email as Spam”, you can export a CSV format of the email
list through tracking.
Email Marketing - Metrics
SEGMENTATION
Segmentation is the art of splitting your list into different
groups. These segments consist of people with similar
characteristics. Segments can then be emailed reflecting the
content and timing appropriate to them. Segmenting your
lists helps you get better response rates (open & click). By
sending messages to targeted groups within your lists, your
recipients will find your campaigns more relevant, hence
these appropriate campaigns get better results.

WHY DO YOU NEED EMAIL SEGMENTATION ?

Your customers aren’t all the same. They don’t necessarily

−

• Have the same interests.

• Come from the same sources (such as social sites,

contests or in person).
• Live in the same geographic location.
• Belong in the same stage of your sales cycle.

So, don’t treat the same, with a single email blast. In these
days of social networking, your customers want to know
that you know them. Fortunately, it’s not all that difficult to
create highly-segmented email campaigns.
There are four ways to segment your list with very small
examples −

• Geographical Location (Your business wants to offer

Hi-Tea in your locality).
• Age (you want to target a specific age group for
marketing).
• Gender (Promoting Hair care products to Women).
• Interest (Send emails to those who are Web
Designers).

ANALYTICS & TRACKING

Having sent an Email Campaign, then comes the stage of
Analytics. Make sure you have setup Analytics in your
Email Campaign. Many companies provide Analytics. One
should have a strong eye on analytics as they define whether
your email list wants to hear from you or not. There are
many factors that are mentioned, when you see your
analytics report.
They have been described in brief below for further
understanding −

• Open Rate − The number of people, who opened

your email as well as the total no of times your email
got open. If you have a low open rate, then you have
to make your email subject and content more
appealing and try sending the email in different
schedules.
• Click Rate − The number of people, who clicked a
link in your email as well as the total number of
times these links were clicked in your email. The
goal of your email is to get the reader to take action.
If this metric is low, maybe the quality of your
content is not where it needs to be or not that
compelling. Make sure your links and “Calls-to-
Actions” are visible.
• Bounces − The number of people who did not get
your email, e.g. their email account could not be
reached. To avoid bounces, make sure your email list
is clean from bouncing addresses. This list should
prominently have those email addresses, which have
been collected from a signup on your website, or
having them opt-in to receiving special offers from
you, once they make a purchase.
• Unsubscribe − The number of people who removed
their email from your list by a link posted at the
bottom of the email.
• Forward − The number of people who forward the
email using “Forward to Friend” at the bottom of the
email. The email platforms can (should) not capture
data of people clicking the actual forward link in
their email client.
 • Complaints − The number of times a contact reports
your message as spam in their email client. Similar
to unsubscribe, to avoid complaints, and make sure
you are not spamming your customers, don’t send
multiple emails in a day.

Do you want to learn the really advanced

content that we couldn’t include in this
eBook? CLICK HERE
Email Marketing - Follow
UPS
STRENGTHEN RELATIONSHIPS WITH EMAIL
MARKETING
Here are the keys for building and maintaining strong
customer relationships and strategic steps to keeping
customers engaged and invested in your business. Email
marketing strategies can make or break your relationship
with customers, which is why it’s vital to ensure, you’re
sending the right messages in a timely manner.

Take these six steps to effectively strengthen your customer

relationship −

KEEP LINES OF COMMUNICATION WITH THE

CUSTOMER ’S OPEN

The most effective communications incorporate soft selling

rather than hard-hitting sales language. The newsletters,
emails, tweets, and Facebook status updates (social media in
general) are easy-to-use and appropriate ways for staying
connected and incorporating soft sells. Product quality
reports and annual company reports can also keep customers
apprised.

KNOW THE STAGES OF CUSTOMER LOYALTY

When you know who your loyal customers are, reward their
behavior. Implement something like a points system that
offers discounts or complimentary services for a certain
amount of interaction with your social media profiles or
website. You can also reward clients for providing you with
referrals, sales lead or encouraging other business to check
you out.

PROVIDE CUSTOMER SUPPORT

Marketing specialists are equipped to provide businesses the

type of customer support that also builds customer
relationships. This can be done via blog posts, newsletters,
Facebook, Twitter, and an all-encompassing social media
marketplace blitz, marketers can provide information,
insight, news, advice, and even technical assistance to
customers. Those acts establish the company's interest in its
customers, making them feel valued and needed by the
company.

ASK FOR CUSTOMERS ' FEEDBACK

In addition to monitoring customers’ replies and interactions

with you, ask them periodically for their feedback on the
products and/or services you offer, so you can customize the
promotions and content you offer them. This will inevitably
increase the customer engagement.

PERSONALIZE YOUR EMAILS

Make your emails personalized by including the customer

name in an email’s call to action. Also, consider sending
emails from an address that includes a first and last name,
rather than a generic “sales@” e.g. [email protected].

SEND GREETING CARDS

Occasionally send cards to your customers to express how

grateful you are for them and their business. That one simple
act will make your customers feel respected, valued, and,
best of all, appreciated. Taking a few breaks from selling
your company to do an unselfish act will make your
customers feel good.
Email Marketing - Tips
HOW TO MANAGE A MAILING LIST?
This part requires you to get yourself ready for doing some
technical work. Until now, you have got all concepts; now
it’s time to start doing some practice. Before starting your
very first email campaign, you have to gather all emails
addresses into a Text file or in an Excel sheet. A lot of major
email marketing providers support these two formats. If you
have a database of MS-Access, which consists of names,
DOB, emails and zip code.

It is better to start by copying the column of Email Address

to an Excel File/Text file. Once you have this information in
an Excel File, then copy the Emails column into another
Excel File /Text file. The main point is to only extract Email
Addresses from this Database. At this point, you only have a
list of email addresses. If you are using Excel, save this file
in a (CSV) format, rather than XLS, XLSX, etc. If you have
a Text file, save it with the (TXT) format, which is a
common format of text files.

I cannot write all the steps of how could you clear the list
with messy data or email formats. There might be some
RAW data into your email columns like – someone has
entered “Numbers, NIL, Special Characters” in the email
field. So to avoid any garbage you have to implement Email
Syntax Verification at the point of sign-up form or the way
you collect Emails. Concerning the program, you can google
it and would find a very easy JavaScript validation code to
avoid any garbage submitted by the user. If you have
garbage in the Excel list, you could find it with some Easy
Formulas and Sorting method.

“I actually don’t perform Garbage removal and

Duplicate Removal Process, My Email validation
service provider actually takes no cost and removes
the duplicates and garbage, while validating the
emails. So I save a lot time .”

But for your learning purpose I will define below the ways −

VERIFY IF THE COLUMN HAS A VALID EMAIL

Select a cell in your worksheet in Excel.
Choose Data > Validation from the menu
In the field called Allow select “Custom” option
In the Formula field type in the following code:
= SEARCH(".",A1,(SEARCH("@",A1,1))+2)

And what does this formula do? It looks for an “@” symbol
first and if it finds it, it continues with the search and looks
for a dot symbol. It returns the position of the dot symbol.

DUPLICATE EMAIL REMOVAL

Having got a pure clean list, now you may have some
duplicate entries. There are numerous ways to find
duplicates and remove them.

Select a column in your worksheet in Excel

Choose Data > Remove Duplicates
In field called Allow select “Custom” option

Once you have clicked on it, a small dialog box will appear.
You will notice that the first row has automatically been
deselected. The reason for this is that the “My data has
headers” box is ticked. Double check the list with some
other duplicate finding ways to find out if there are some
leftover duplicates. If you are going to send a recipient the
same email twice or more, the possible outcome is the
“Unsubscribe” or ban from the ISP. You may find some
detailed duplicates removing ways in this link (use it at your
own discretion) − Host and Soft

HOW TO VALIDATE EMAILS

There are many software’s and online services, you may
Google them. As far as my opinion is concerned, I have
tried several software’s, but I have a static IP. Due to this,
Gmail, Yahoo, Hotmail blocks the queries in bulk from the
same IP. So you may have a False Positive Results.
Therefore, I switched to the hosted Email validation. In the
above chapters, I have posted a list of service providers, so
be sure to find the one, who fits perfectly to your needs. I
was in search of the cheapest and most accurate Email
Validation Provider and I found Email Gang as the
Cheapest one among all of them. So I decided to go with
them.

Now the thing that needs to be discussed here is how you

could validate the list. The scenario is same for all
providers, first you have to upload the Email List File either
in “.txt” Format or “.csv” Format. At this point you may
have the list cleaned from garbage and duplicate email
addresses. So there is no point in waiting for a better time
for email validation. Just upload the file to their server
through their UI, they will verify your file and return to you
the Valid, Bad, Dead, Bouncy etc. emails.
SOFTWARE THAT I USE
I don’t prefer to use too many Software tools. Simpler is
better. I actually use OpenRefine (formerly Google Refine),
which is a powerful tool for working with messy data,
cleaning it, transforming it from one format into another,
and then extending it with web services and external data.
You may find short tutorials on how to work with
openrefine.org.

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Email Marketing -
Certifications
Many students ask what are the benefit of certification
exams and becoming certified. Is it really worth the time and
money? Certification is not a requirement for every field,
and many fields do not have a nationally certifying body
that offers certification. For those industries that do have a
certification available, is it really necessary?

To answer that question, I recommend that to look at the job

opportunities in their areas. When you look at the available
job posts, do they list certification requirements? The
answer is likely to be, Yes! Why wouldn’t they?
Certification is a way to demonstrate the skills that you have
learned in a standardized and measurable way. Sure, you
may have years of experience doing the tasks, but every job
experience is not created equal.

Certifications are earned from a professional society,

university, a certification body, or from a private certifier,
for some specific certifications (e.g., Microsoft, Cisco, etc.).
Some certifications must be renewed periodically, or may be
valid for a specific period of time (e.g., the lifetime of the
product upon which the individual is certified). As a part of
a complete renewal of an individual's certification, it is
common for the individual to show evidence of continued
learning. Well, you will find many Certification Institutes
for “Email Marketing”. But I am going to list only two of
them. These two are reputable institutes & are very
respected in this line of work.
SALESFORCE
Email Specialist (USD 200)

Salesforce

The Salesforce Marketing Cloud Email Specialist

Certification exam is for individuals, who want to
demonstrate their knowledge, skills, and experience in the
following areas: email marketing best practices, message
design, subscriber and data management, inbox delivery,
email automation, tracking and reporting metrics, and
external integrations with the Marketing Cloud Email
application. Here are a few examples of the concepts you
should understand to pass this exam −
 • Know email marketing terminology and the best
practices.
• Build relational data models.
• Send emails via Email application sending methods.
• Build complex email automations.
• Run reports of email tracking data.
• Troubleshoot and solve basic platform issues.

UNIVERSITY OF SAN FRANCISCO

Advanced Email Marketing (USD 1,495)

Internet Marketing Advanced Specialized Certificates

Email marketing offers the opportunity to reach millions of

people at a relatively low cost, and delivers the highest ROI
(return on investment) of all the direct marketing channels.
In fact, for every $1 spent, $44.25 is the average return on
email marketing investment*.

Discover how to develop highly effective email campaigns

that breakthrough the clutter and drive results with
Advanced Email Marketing. The University of San
Francisco's expert instructors reveal how to increase
deliverability, improve response rates and enhance your
sender reputation, while avoiding legal pitfalls. In just eight
weeks, this 100% online, advanced specialized certificate
course will equip you with practical skills and a valuable
credential that validates your expertise in advanced email
tactics and strategies.

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Thank you!

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