This document provides information on email marketing strategies and regulations. It discusses what email marketing is, how it can be used to build credibility, boost sales, and strengthen relationships. It also outlines how to get started with an email marketing plan by determining goals, understanding your customer base, and attracting new customers. The document then covers how to build effective email marketing campaigns, including determining goals, segmenting audiences, designing layouts, and testing. It concludes by discussing the CAN-SPAM act and its main requirements for commercial email messages.

2. Email Marketing
Strategy & Regulations

3. Email Marketing
Email marketing is the act of sending a commercial message,
typically to a group of people, using email. In its broadest sense,
every email sent to a potential or current customers could be
considered email marketing.

4. Email Marketing Is Good For:
Building Credibility - Email gives you the ability to build credibility
with your audience by sharing helpful and informative content.
Boosting Sales - When you have an audience of people who are
interested in receiving updates from your business, you’ll be able to
think differently about how you boost sales throughout the year.
Strengthening Relationships - Email gives you the ability to stay
top-of-mind and keep people engaged with your business during
your busy season and the slower times of the year.

5. Email Marketing Is Good For:
Generate Leads - Email gives you the opportunity to capture new
visitor’s attention and nurture the relationship with helpful and
informative content.
Test and Promote New Services - Email gives you the opportunity
to keep your client’s attention without overwhelming them with
unwanted information.

6. Getting Started With Email Marketing
Determine Overall Goals – Without goals and targets, we have
nothing to aim for!
• Increase customer base by 20% in the first 6 months
• Overall achieve a minimum click rate of 10%
• Send a minimum of 12 Email Campaigns out by March 30, 2019
• Overall achieve a minimum click rate of 30% on monthly newsletters

7. Getting Started With Email Marketing
Understand your Customer Base – Who are your current
customers?
• Age range and generation placement
• Liberal or Conservative
• Tech-Savvy or Tech-Illiterate
• Male or Female
• Family Orientated or Career Focused
• Ethnicity
• Income Demographic
• Local or Distant

8. Getting Started With Email Marketing
Who do You want to Attract? – Based on your previous answers,
do you want to continue to attract those of your current customer
base or are you wanting to expand to attract different kinds of
customers?
How does this decision effect your overall Email Marketing Plan
Goals?

9. Building an Email Campaign
An Email Campaign is a coordinated set of individual email
messages that are deployed across a specific period of time with one
specific purpose.
• Download eBook or PDF file
• Sign up for a Webinar or Workshop
• Purchase with a Provided Coupon
• Brand Awareness

10. Building an Email Campaign
A consistent Email Marketer should have several email campaigns
running throughout the year, and the goals of those email
campaigns should amount to the overall goal of the email marketing
plan.
Newsletter
Goal
Brand
Awareness
Goal
Christmas
Promotion
Goal
Labor Day
Sale Goal
Email
Marketing
Goals
Marketing
Goals
Exceeded!

11. When Building an Email Campaign
1. Determine Campaign Goal – Be Specific!
• Limited Unsubscribe to 2%
• Click Rate of 30%
• 30% Lead to Website Visits
• Make x amount of profit on featured product or services
• Make x amount of profit on non-featured products or services

12. When Building an Email Campaign
2. Segment the Market – If Applicable
• Luxury Item or Service vs Commodity Item or Service
• Local Holiday doesn’t need to go to distance customers
• Members receive different promotions than non members
• A/B testing to determine strategy effectiveness

13. When Building an Email Campaign
3. Design Layout (More about this from Chris)

14. When Building an Email Campaign
4. Fill in the Blanks
• Subject Line
• Pre-Header
• Headline
• Copy
• Call-To-Action
• Footer

15. When Building an Email Campaign
5. Review it, Review it, and Review it again
• Grammar
• Spelling Errors

16. When Building an Email Campaign
5. Send it and Start Analyzing
• Track Click-thru-Rates
• A/B Testing
• Open Rates

17. Email Marketing Regulations
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.
• Doesn’t apply just to bulk email!
“any electronic mail message the primary purpose of which is the
commercial advertisement or promotion of a commercial product or
service,”

18. Email Marketing Regulations
The law makes no exception for business-to-business email. That
means all email – for example, a message to former customers
announcing a new product line – must comply with the law.
Each separate email in violation of the CAN-SPAM Act is subject to
penalties of up to $41,484, so non-compliance can be costly.

19. CAN-SPAM’s Main Requirements
Don’t use false or misleading header information.
Your “From,” “To,” “Reply-To,” and routing information – including
the originating domain name and email address – must be accurate
and identify the person or business who initiated the message.

20. CAN-SPAM’s Main Requirements
Don’t use deceptive subject lines.
The subject line must accurately reflect the content of the message.

21. CAN-SPAM’s Main Requirements
Identify the message as an ad.
The law gives you a lot of leeway in how to do this, but you must
disclose clearly and conspicuously that your message is an
advertisement.

22. CAN-SPAM’s Main Requirements
Tell recipients where you’re located.
Your message must include your valid physical postal address. This
can be your current street address, a post office box you’ve
registered with the U.S. Postal Service, or a private mailbox you’ve
registered with a commercial mail receiving agency established
under Postal Service regulations.

23. CAN-SPAM’s Main Requirements
Tell recipients how to opt out of receiving future email from
you.
Your message must include a clear and conspicuous explanation of how the
recipient can opt out of getting email from you in the future. Craft the notice
in a way that’s easy for an ordinary person to recognize, read, and
understand. Give a return email address or another easy Internet-based
way to allow people to communicate their choice to you. You may create a
menu to allow a recipient to opt out of certain types of messages, but you
must include the option to stop all commercial messages from you. Make
sure your spam filter doesn’t block these opt-out requests.

24. CAN-SPAM’s Main Requirements
Honor opt-out requests promptly.
Any opt-out mechanism you offer must be able to process opt-out requests
for at least 30 days after you send your message. You must honor a
recipient’s opt-out request within 10 business days. You can’t charge a fee,
require the recipient to give you any personally identifying information
beyond an email address, or make the recipient take any step other than
sending a reply email or visiting a single page on an Internet website as a
condition for honoring an opt-out request. Once people have told you they
don’t want to receive more messages from you, you can’t sell or transfer
their email addresses, even in the form of a mailing list. The only exception
is that you may transfer the addresses to a company you’ve hired to help
you comply with the CAN-SPAM Act.

25. CAN-SPAM’s Main Requirements
Monitor what others are doing on your behalf.
The law makes clear that even if you hire another company to
handle your email marketing, you can’t contract away your legal
responsibility to comply with the law. Both the company whose
product is promoted in the message and the company that actually
sends the message may be held legally responsible.

26. Email Marketing Strategy Recap
• What is Email Marketing?
• What is an Email Marketing Plan?
• What is an Email Marketing Campaign?
• What Act was formed by the federal government to regulate Email
Marketing?

28. Design + email marketing
Effective design grabs attention,
directs the eye and – most importantly –
motivates your reader to positively
respond to calls to action.

29. The flower guy bron

31. before

38. Workshop email

40. Design for mobile
• The number of mobile users continues to rise. Your audience will begin to
opt-out if you do not adapt to a mobile friendly design.
• Mobile friendly single column formats increase your open rates and click
through rates. A one column design makes it obvious what information is
important and what you want a consumer to do next.
• Goal: Make it easy for your audience to navigate your email.
600px rule - 2 inches wide

41. Incorporate links throughout
• Make everything linkable - including graphics and photos.
• A fresh way to introduce a call-to-action or provide a link to more
information.

42. Utilize alt text
• If your image doesn’t load or breaks somewhere along the sending
process, Alt Text is the text that will display in its place.
• Add in helpful Alt Text that adds to your message in the event that your
image doesn’t load. If your image has text on it, write the overlaying text
as the alt text. This way if the image doesn’t load, the text will still be
read.

43. Utilize alt text

44. Divide the layout
• For multiple topics, introduce line breaks into the layout to separate
information and give the eye a break.
• Opportunity to introduce brand elements (Colors, shapes and other
illustrative elements.)

45. Buttons that pop
• Use for call-to-actions. Copy should be direct.
• The number of buttons you have in an email is determined by how many
actions are possible to take. (For retailers, that may be multiple products
with each have their own button. For others, that may be just one to
focus on the most important message.)
• Keep your buttons big enough that people can tap on them on their
mobile devices. (Typically that means around 50 pixels tall.)
• Don’t be afraid to explore color and type options.

46. Color –vs- white space
• Incorporate brand colors / use color wisely to call attention for action.
• Adding ample white space around the elements in your email encourages
click-throughs by separating them visually from other elements in your
email and helping focus the reader’s attention on them at the right time.
• White space can also increase the legibility of your email and improves
the eyes’ ability to follow the content.

47. Short and sweet
• Large amounts of copy is a red flag for spam filters.
• Keep email copy short and compelling. Have a focus. Make it easy to
scan.
• When your users are scanning through all their emails in a short amount
of time, they're more likely to find the overall message before deciding to
take action.

48. signatures
• Add a “handwritten” signature adds a personal and slick design touch,
not seen often in digital.
• Scan a written signature, convert to a jpeg and enter into the layout.
• Link the signature graphic to an email address, as an additional means for
contact.

49. Put it to the test
• Test to ensure your email design is mobile-friendly across various devices.
• Check spelling and grammar. Send a test email to at least one other
person who can check your email top to bottom with fresh eyes and look
for typos, grammatical errors and other mishaps.
• Test all links throughout the email.

50. CHRISTOPHER MURPHY
Digitalempiregraphics.com
804.564.8159

51. CHRISTOPHER MURPHY
Digitalempiregraphics.com
804.564.8159