In the future of digital marketing, email as a channel is more relevant than ever. This presentation shares practical information and best practice principles to help marketers to define a more effective marketing strategy. By Bronwyn Johnson
1. Defining a more effective
email marketing strategy
Bronwyn Johnson
November 2022
2. CONTENTS:
• Six principles of managing customer value.
• What are the top six things that customers want?
• Communication Channels
• Why email? Why now?
• Communication Streams
• Customer Lifetime Value and Email Strategies
• Measures of Success
• Best practice TOP TIPS
6. • Email usage has grown consistently year-on-year at a faster rate than many
traditional channels.
• Over 4.1 billion active email users.
• More than 330 billion emails are sent and received every day.
• The average person sends and receives around 150 business emails per day.
• 4 out of 6 successful digital marketers would rather give up social media
marketing over email marketing.
WHY EMAIL? WHY NOW?
8. CUSTOMER LIFETIME VALUE AND RELEVANT EMAIL STRATEGIES
Lead generation
Lead
warming
Lead
nurturing
Sale Onboarding Servicing
Cross and
upsell
Exit
• Grow your opt-in database with a
compelling offer (lead magnet).
• Data-driven, segmented campaigns.
• DO NOT buy a list from ANYONE!
• Use a double opt-in method.
• Send a ”welcome” email:
• 80% average open rates.
• Introduce yourself and your
business.
• Add links to your best content.
• Give a discount or promotional
offer with a strong call-to-action
(CTA).
• KNOW YOUR TARGET MARKET.
• Anticipate the customer’s needs
and address them in your content.
• What is their next logical step
toward a sale?
• Is there a problem they need to
solve?
• Do they need more education?
• Give them REASONS TO BELIEVE in
your business and your products or
services.
NB: ADD VALUE before asking for a
sale.
• Make it easy for the client to buy
from you.
• A/B split test EVERYTHING (Subject,
signature, content, images, CTAs,
etc.)
• Automate as much of the campaign
as possible – EG: drip
campaigns/workflows/triggers.
• Make it easy for clients to
buy more from you and
service their existing
products or services with
your business.
• Make it easy for clients to
unsubscribe.
• Maintain an opt-out / “No to
marketing”/ Do-not-contact
list and NEVER contact these
clients unless they opt-in
again.
9. EMAIL MEASURES OF SUCCESS:
• Open rates
• Click-throughs on CTAs
(engagement).
• Sales
• Bounces
• Shares
• Opt-outs
11. BUILDING YOUR LIST(S):
• Add value to encourage people to subscribe to your emails or opt-in for
marketing (lead magnets).
• Add a subscription box to your website.
• Contact clients who have abandoned their carts on your website.
• Add a subscription box to all your social media platforms.
• Encourage your subscribers to share the content with their friends and family.
• It is essential to segment your data and drive segment-targeted emails.
Segmented emails deliver 760% higher revenue than non-segmented emails.
Don’t “spray and pray”. Be purposeful with your communication strategy.
• Add auto-responders for opt-ins. It is important to start adding value as soon as
possible. Send an automated email in one day, five days or at other frequencies
relevant to your business.
Campaign Metric - Average Performance
Opens: 14.31% higher than non-segmented campaigns
Unique Opens: 10.64% higher than non-segmented campaigns
Clicks: 100.95% higher than non-segmented campaigns
Bounces: 4.65% lower than non-segmented campaigns
Abuse Reports: 3.90% lower than non-segmented campaigns
Unsubs: 9.37% lower than non-segmented campaigns
12. EMAIL TONE:
• Don’t use “Do not reply / no response” email addresses –
these are a big cause of emails ending up in the spam or junk
mailbox.
• Personalise the greeting.
• Emails are supposed to be two-way, interactive
communications with your clients.
• Use plain, simple, conversational language. Avoid jargon,
acronyms and technical lingo.
• Include an email signature with a person’s name.
• Always add value before you ask for sales. This means that
you must know what is valuable to your target market.
13. EMAIL DESIGN:
• Include your logo / corporate branding in the design.
• Don’t use more than three fonts.
• Make the preview text count!
• Include the offer in the subject line.
• Subject lines must be short (30 to 50 characters).
• Subject lines must be compelling and give a sense of urgency.
• Increase open rates by having the customer’s name in the subject line.
• Keep the email short and easy to skim – chunk content into separate sections.
• Only one idea per paragraph.
• Use images.
• Keep the primary information and CTA above the fold.
If you are using
landing pages,
make sure that the
experience is
consistent from
email to landing
page. A/B split test
EVERYTHING
(subject, greeting,
header, content,
frequency, CTAs,
etc.)
14. BREAK THROUGH THE CLUTTER:
• Know your customer by name and understand where they are.
• Personalise emails as much as possible.
• Send relevant information at the right time.
RESPECT THEIR INBOX:
• Being invited into someone’s email inbox is a privilege. Please
don’t abuse it.
• Test your frequency of communication.
Business Type Best Day Best Time
Ecommerce Tuesday or Thursday 10:00 AM
Software/SaaS Tuesday or Thursday 2:00 PM – 3:00 PM
Marketing Services Wednesday 4:00 PM
Offline Retail/Hospitality Thursday 8:00 AM – 10:00 AM
Professional Services (B2B) Monday or Tuesday 8:00 AM – 10:00 AM
NGOs (Nonprofits) Tuesday or Thursday 3:00 PM – 4:00 PM
Overall Tuesday or Thursday 10:00 AM or 3:00 PM