The second stage of your email marketing education involves putting time in at high school. We're taking email marketing to the next level with our high school education.

1. Back to School: Email
Marketing High School
By Wired Marketing

2. Today class, we will be learning about email
marketing in more detail. We’ll teach you some
of the main terms and phrases you’ll come
across throughout your email education.
For this stage of school we are assuming you
have not sent an email marketing campaign.

3. Sending your first campaign

4. Before emailing the contacts, you need to have a
message in mind. Why are you sending this email?
 To inform?
 To educate?
 To announce an event?
 Promote a product?
This objective should be clear, and should not change.
Decide your campaign objectives

5. Choose a provider
You should not send email
marketing through a standard web
mail based email client, such as
Hotmail, Outlook or Gmail. You
will need a specific provider.
Why?
 Increased deliverability –
ensuring the email is delivered
 Years of experience – will
answer questions and advise
 Use of system – to build
campaigns and view reports

6. Create your email
It’s time to build your
email. These tips will
apply if you’re building
your own email from
scratch, customising an
existing template or if
your ESP is managing
your campaign.

7. Create your email
You will need:
 A strong subject line – to encourage contacts to open the
email
 Great, relevant content – to add value and engage contacts
 Good text and image ratio – to ensure the email is not
caught in spam filters
 An unsubscribe link – to allow contacts to remove
themselves from the list

8. Sending the campaign
Once you have built
your campaign, it’s
time to send it.
As your knowledge of
email marketing
grows, so will your
confidence and
understanding of
email marketing best
practices.

9. Sending the campaign
You may wish to test some
areas of your campaign, such
as:
 Best day of the week to
send
 Best time of day to send
 Best friendly from name
 Best subject lines
 Use of personalisation

10. Homework: send your first email campaign.
Good luck!

11. @Wired_Marketing
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