EMAIL MARKETING ESSENTIALS for beginners Anna C. Lindow Director of Content Strategy General Assembly
@annalindow @ga WHY DO YOU NEED EMAIL? Simple. It works. • Offering discounts and deals • Announcing new products • Apologizing for mess-ups • Soliciting feedback on new offerings • Testing response to different ideas
@annalindow @ga HOW DO I GET STARTED? 1. Choose a provider 2. Start collecting email addresses 3. Determine what you want to communicate to your users and how frequently 4. Build a campaign 5. Deploy 6. Analyze results 7. Learn from your results and repeat
@annalindow @ga CHOOSE A PROVIDER 1. How big is my list? 2. How often am I going to mail? 3. How fancy do I need to get with design? 4. How fancy do I need to get with targeting? 5. Do I anticipate growth in the near future?
@annalindow @ga START COLLECTING EMAIL ADDRESSES 1. On your site via an email signup box 2. On your facebook page with a plugin 3. Tweet about it 4. Ask people to sign up at physical events 5. Team up with people in a similar space and cross- promote one another
@annalindow @ga DETERMINE THE WHAT + THE WHEN 1. Determine a schedule. Weekly? Monthly? Bi- Weekly? Every day? 2. Can you realistically maintain a newsletter? 3. Do you need to do transactional emails to notify your users of things? Pro Tip : Be clear about the difference between “campaigns” and “transactional emails”
@annalindow @ga BUILD A CAMPAIGN 1. Choose a template (or, if you’re fancy, code it yourself!) 2. Write your copy 3. Test 4. Test again 5. Make your friends test 6. Do the spam check in your ESP 7. Seriously, one more test Pro Tip: HTML + CSS are different for email than for regular web development! Be warned!
@annalindow @ga DEPLOY 1. A/B Test 2. Try before lunchtime on weekdays 3. See when your users are opening 4. Be sensitive to multiple time zones if that’s part of your business
@annalindow @ga LEARN FROM YOUR RESULTS + REPEAT 1. Open Rate 2. Click Through Rate 3. Social Sharing 4. Bounces 5. Spam Complaints 6. Conversions