This document provides tips and best practices for intelligent email marketing. It discusses the importance of good email design with elements like stunning subject lines, crisp content, and strong calls to action. It also recommends designing emails with mobile and accessibility in mind. The document also covers tracking email analytics beyond just opens and clicks, using behavioral targeting and segmentation, and integrating social media into emails to drive more engagement. The overall message is that focused testing and optimization is key to better email marketing results.

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IntelligentEmailMarketing
Focusedactionsforbetterresults

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Co-founder at UW Media Ventures, an integrated digital media company that
has interests in
Performance Marketing
Digital publishing
Mobility
E-Commerce
Formerly VP Affiliate Marketing at Flight Network responsible for business
growth and service delivery across Canada, US and India
As independent media and marketing consultant for over 5 years, helped
build an Affiliate Marketing network
Computer Science and BBA from University of Calgary with 10 years of
experience
JitendraArora

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GoodEmailCreative
Stunning Subject Line
Crispy Content
Information Hierarchy
Images
Consistent branding
Strong call to action
Social icons and/or feeds
Must Haves

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IntelligentEmaildesign
Use HTML instead of graphical text
Include alt tags
Employ the Bulletproof button
Use Snippet Text
Summarize message in subject lines &
pre-header
Use Fear as Messaging-split test
(Use Alternate text for every image in the
message and rewrite image text as alternate text)
(Follow law of diminishing returns less is
more!, Use the right trigger words early in the
Subject lines)
(TIP! Use Fear 1 out of 5 messages)

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Intelligent Email
designDesign with mobile in mind
Combine meta viewport & media queries
Plan for clumsy fingers
The children's book approach
(Top sheet <meta name = “viewport” content = “width =
320”> and @media only screen and (max-device-width:
480px) { .hide { display: none !important; } .table, .cell {
width: 300px !important; } .divider { height: 1px !important;
} })
(Apple suggests a pixel space of 29 X 44)
(Fewer words, shorter sentences and straight to the point)

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TheGood,bad&theugly

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TheGood,bad&theugly

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TheGood,bad&theugly

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Analytics
Track Beyond the Opens and Clicks
Who actually read your email
Skim Read and Deleted
Use remarketing campaigns
List Segmentation Behavioral targeting
Track which users converted on what messaging idea
Triggered Messaging Always be testing!
(TIP! Do A/B Tests continuously on both emails and landing page Keep messaging idea, call to Action Consistent)
(TIP! Sending a follow up email to people who have opened
or clicked on particular emails)
(TIP! Use First Responders Club)

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BehavioralTargetingIntegration of behavioural email with properly segmented data that will
maximize revenue and optimize communication
Right targeting can get high ROI and double digit open rates
Think beyond Cart abandonment.
Messaging should be relevant
Get data from multiple touch points and understand their behaviour
Less is more even here!
(Tip! Think Cross Selling, Customer bought X not Y, Insurance Renewal , List can go on and on!)
(TIP! It will reduce your costs and increase deliverability!)
(TIP! One size doesn't fit all.)

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SocialIntegrationonEmail
Drive Engagement through email and Social Integration
Think Beyond just adding social media icons in your message
Send Dedicated Email about brand pages on Social Network
Use 360 Degree Approach
Add Facebook like on email Opt in and Unsubscribe Messages
Use Email Analytics and Apply that on Facebook or Vice Versa
(TIP! Promote Email sign up via Social Networks, Create an Email Opt in Tab on Facebook)
(TIP! Even though the user does not want to be part of the email program, they might still want to interact with
your brand on Facebook where they will receive fewer communications.)
(TIP! Even though the user does not want to be part of the email program, they might still want to interact with
your brand on Facebook where they will receive fewer communications.)