2. Email Marketing Statistics
S The most popular and effective digital marketing tool
S 85% of internet users access email
S 90 trillion emails sent annually
S Greater ROI (return on investment) and CTR (click
through rate) than Keyword or Banner Ads
4. Subject Lines: Make it matter
S First impression customers receive from your brand
S Most important driver of email opens beside the sender organization
5. A/B Testing
When is the best time to
send my email? Which
subject lines should I use?
How effective are my CTAs?
The only way to know for
sure is to experiment. The
most common way is to run
an A/B Split Test.
6. Important Test Groupings
S Why am I sending the email to the
customers? When writing an email its
important to showcase the reason for
the email.
S When is the best time to send an email to a
customer. You want to be close to the top of
the list when they open the email.
S What Should the Email look like? Should I
have a colorful background? More
pictures?
7. Email Service Providers
S ESPs host email marketing
services on their servers
S You manage an email
marketing account and send
emails using a web browser
S The ESPs handle sending the
mass messages and provide
detailed reports on your
campaigns
tons of ESP options
8. CAN-SPAM &
Legal Obligations
The CAN-SPAM Act, a law that sets the rules for
commercial email, establishes requirements for commercial
messages, gives recipients the right to have you stop
emailing them, and spells out tough penalties for violations (
up to $16,000 per violation).
Don’t use false or misleading header information +
Don’t use deceptive subject lines + Identify the
message as an ad + Tell recipients the sender location +
Provide opt-out in email + Honor opt-out requests + You
can’t contract away your legal responsibility
