2. Kinesis Survey Technologies Kinesis Webinar December 18 & 19, 2013 Best Practices in Email Sending

3. © Kinesis Survey Technologies, 2013 Introduction 1. One-Time, Occasional, or Intermittent Email Campaigns 2. Email Distribution for Panels, or a Panel-like Approach Email Sending Best Practices For:

4. © Kinesis Survey Technologies, 2013 Security and Regulation Take precautions when sending emails http://en.wikipedia.org/wiki/Email_spam_legislation_by_country Always confirm in-country regulations

5. © Kinesis Survey Technologies, 2013 Spam Triggers Removal phrase before a link, such as “Click here to be removed from future mailings” As a best practice, always use the world “unsubscribe” rather than remove A high ratio of HTML to text Poorly formatted HTML Text that begins with “Dear” Excessive use of punctuation…. Use of exclamation marks!!! Unusually large or brightly colored fonts Use of the word “survey” in an invitation Misspellings $$$ Dollar signs, mentions of sweepstakes, and anything that connotes financial offerings

6. © Kinesis Survey Technologies, 2013 Lists Know the Source of the List Emails sent directly by the original Opt-in Sources have the best response, and typically the best completion rates Be aware of the frequency the list is used Choosing lists that have less than a 4% bounce rate each month will help avoid blacklisting Determine how the list has been Maintained Bounce-backs and opt-outs must be purged

7. © Kinesis Survey Technologies, 2013 Invitation Design Include a clear indication of the sender; name and address Always provide an opt-out link Verify the appearance and links The subject should be well conceived

8. © Kinesis Survey Technologies, 2013 Before You Send the Invitation Ensure that the invitation is thoughtful and well-designed Ensure that the survey is well-designed and tested thoroughly across all devices Make sure that the survey is not too lengthy and that incentive matches expectations / is reasonable for what is being asked Remember: Respondents can report you even after completing a project Always start with a soft launch. If the bounceback or opt-out rate is high, reevaluate your options.

9. © Kinesis Survey Technologies, 2013 Reminder Emails Kinesis removes opt-outs and bouncebacks from the original sender lists. When using other email solutions, you should confirm they are doing the same There should be virtually no bouncebacks from a reminder email

10. © Kinesis Survey Technologies, 2013 Be Kind to Your Community Dedicated IP addresses do not ensure whitelisting One sender’s bad practices can blacklist an entire IP Range.

11. © Kinesis Survey Technologies, 2013 Panels Panels automatically support and provide a legal mechanism for double opt-in Never transfer lists to third parties Automatically purge panels of bouncebacks and opt-outs Only ask for background details periodically Send emails from a recognizable domain Clearly state why the email is being sent Wrap emails in professional-looking HTML. Take advantage of tools that allow for uploading of existing HTML invitations.

12. © Kinesis Survey Technologies, 2013 Targeting To invite relevant panelists, target with an appropriate query Use Sampling tools Carefully match projected quota targets Factor in the expected incidence rate Better targeting leads to a better panel health For larger panels, consider routing for sample optimization

13. © Kinesis Survey Technologies, 2013 A/B Testing Subject Lines Invitation Text Invitation design and background themes Placement of the survey link Placement of the opt-out link Incentive levels Incentive types Consistent invitation design and text, from one project to the next, increases respondent confidence that the invitation is legitimate

14. © Kinesis Survey Technologies, 2013 Best Practices Conclusion Understand in-country regulations Develop an outstanding invitation design, and maintain it Consider your own preferences when sending invitations Determine your own best practices through analyzing data Always test your emails before sending Contact the Kinesis Client Services team for advice!

15. © Kinesis Survey Technologies, 2013 Conclusion Experience the research software platform that is future-proof. For more information, or to schedule a customized demo, please contact Kinesis. Email: sales@kinesissurvey.com Web: www.kinesissurvey.com