Email Marketing Best Practices

1. Email MarketingBest Practices Global Demand Center

2. Subject Lines Subject lines of more than 60 characters may not display in some email applications. Subject lines that focus on the benefits to the reader and characterize the message content are ideal. Branded subject lines, or subject lines with Cisco in them, tend to have better open rates. Personalize subject lines for ‘Thank you’ and ‘Sorry We Missed’ emails to include name of the event Ensure that Subject lines are delivered with other assets. Salutations/Personalization To increase personalization, it is recommended to start with a salutation and end with a signature. Use a highly targeted list of recipients who have indicated they want to receive the type of message you are sending as it is more effective than a general list. Standard letter format for salutations is best for all email marketing audiences. If you can't personalize, individualize example.: Dear Valued Cisco Customer Dear Valued Participant Email Best Practices

3. Language & Accessibility Consider including a link to an online version of the email: “If you cannot view this email, click here” A conversational, yet not informal, tone is best for email marketing. All email marketing messages must always include a working unsubscribe link. Consider including a Click to French / Click to English feature. Images should contain full ALT tag descriptions for situations where images are not downloaded to email client Avoid use of image heavy emails. Refer Colleague / Friend (RAF) Try to include RAF on every email Personalize RAF for the specific event and highlight benefits of the event Modify RAF page for pre and post event emails so that content is relevant to whether this is a live webinar of VOD. Personalize subject line relevantto offer Any personal information submitted through RAF can be used only to forward the message; in no case may it be added to Cisco data repositories. Email Best Practices

4. Body Copy The message content can’t be deceptive or misleading. Consider the use of bullet points for quick and easy reading. Avoid use of extended paragraphs. Where possible, add a ‘How theyDid It’ reference i.e. Learn how ABC implemented XYZ product resulting in 50% cost savings Use the second person “you” in your communications to increase content effectiveness of your emails. The opening sentence should stand alone and ask a proactive question, quote an interesting statistic, or highlight the offer. Body Copy (cont.) Apply the 5-30 rule - first tell the 5 second version of your marketing message. Then tell the 30 second version. Put the most relevant information in the first paragraph. (i.e.: offer details, main benefits and response instructions) Most click-thru responses will come from the hyperlink at the top, bottom, and middle of your email message — in that order. Where possible, try to include the middle hyperlink Keep introductory banner to sensible height to ensure that both banner and initial call to action are clearly upon opening the email. Words or phrases such as act now, click here, free, savings, survey, test, and many more, plus symbols such as exclamation marks, will trigger spam filters. Email Best Practices

5. Offers & Links Ensure that every email containsan offer (including ‘thank you’ and‘we missed you’ emails): i.e.: White paper, Case Study, VOD Always include a link back to a sub-section of cisco.com within the body content For further information on SingleNumber Services please visit cisco.com/go/government Email Best Practices Landing Pages • Design the landing page so it is clear to visitors they have arrived at the correct site and have a clear next action. • The page should not be too cluttered or provide multiple options - don’t loose your audience because of confusion or too many choices. • Keep introductory banner to sensible height to ensure that both banner and initial call to action are clearly visible upon opening the landing page. • Link to Cisco Privacy Policy should be included on all landing pages

6. Email Checklist • Has the Service Bureau’s technical expertise been consulted in the initial planning stages for email campaign compliance with all relevant privacy and email marketing policies? • Is there an offer? • Is there a link back to a sub-section of cisco.com? • Is the call to action placed above scroll line? • Is the content accessible? • Has proper Alternative text tags for screen readers? • Has click to second language (French) as barrier bridge option? • Has the proper formatting for compliance with a wide range of email clients? • Does the email adheres to Cisco’s privacy and branding policies? • - ex.: Privacy policy included on all landing pages, and proper footers and boilerplates... • Is there a refer a colleague page for information networking? • Are subject lines focusing on the benefits to the reader and characterize the message content? • Is content relevant to target audience? • Is the email compliant with local regulations