Email, our old faithful friend, is not going anywhere. Your email address is a fundamental form of contact information. And for marketers? It works. For everyone $1 spent, email marketing generates $38 in ROI. But some emails work better than others. Join this session for specific tips and tricks for optimizing emails that go beyond “personalize” and “test.”

1. KEYNOTE 18 Tips and Tricks
for Highly-converting
Email
WASHINGTON D.C. ~ JULY 7 - 8, 2022
DIGIMARCONWASHINGTONDC.COM | #DigiMarConWashingtonDC
Bethany Akdridge
SENIOR CRM MANAGER
MYEYEDR

2. 18 Tips & Tricks for Highly-Converting Email
Email, our old faithful friend, is not going anywhere. Your email address is a
fundamental form of contact information. And for marketers? It works. For
every $1 spent, email marketing generates $38 in ROI. But some emails work
better than others. Join this session for specific tips and tricks for
optimizing emails that go beyond “personalize” and “test.”

3. Bethany Akridge
Senior Manager for CRM at MyEyeDr. &
Founder of EmailMarketingCrashCourse.com
I lead retention channels for MyEyeDr., one of the nation’s leading optometry
groups, combining eye care and eyewear with over 800 locations nationwide. I’m an award-winning
email marketer, taking home a trophy from Salesforce for best customer lifecycle journey, a regular
speaker, and a champion of email in the digital space. Prior to MyEyeDr. I held marketing leadership
positions with Total Wine & More, WeddingWire and Surprise Ride, a shark-tank start-up. (Ask me
about meeting “The Sharks!”). I’m also a member of the Women of Email professional group.
In 2022, I launched EmailMarketingCrashCourse.com, the first comprehensive video training on
sending highly-converting email and growing a career as an email marketer.

5. #1
Design with the inverted pyramid

6. #1 Design with Inverted Pyramid

8. ?

11. #2
Front-load important information

12. #2
Front-
load
important
information

13. #2 Front-load important information
Halloween decorations are here! Save 40%
Save 40% on Halloween decorations

14. #3
Use “live” text

15. #3 Use “live” text
The entire email is
“live” text
(including the hero
image and button)

16. #4
Use big, bulletproof buttons

17. Buttletproof button
#4 Use big, obvious, tappable,
bulletproof buttons

18. #4 Use big, obvious, tappable, bulletproof buttons
https://buttons.cm/

19. #5
Focus on one message

20. #5 Focus on one message

21. #5 Focus on one message

22. #6
Boring *may* be best

23. #6 Boring *may* be best

24. #6 Boring *may* be best
Credit: Nicole Merlin, envatotuts+

25. #7
Reduce complexity

26. #7 Reduce complexity
Discounts + 🍷 = happiness
Save 15% on wine 🍷

27. #8
Strive for relevancy

28. #8 Strive for relevancy

29. #9
Focus on the how

30. #9 Focus on the how

31. #9 Focus on
the how

32. #10
Don’t undervalue CTA copy

33. #10 Don’t undervalue
CTA copy

34. #11
Optimize for mobile

35. #11 Optimize for mobile

36. #12
Brand your transactional email

37. #12 Brand your transactional email

38. #13
Try plain-text emails

39. #13 Try plain-text emails

40. #13 Try plain-text emails

41. #14
Optimize your “sender”

42. #14 Optimize your “sender”

43. #14 Optimize your “sender”

44. #15
Strive for 40 character subject lines

45. #15 Strive for 40 character subject lines
Open
Rates
40 characters

46. #16
Optimize your preheader

47. #16 Optimize your preheader
Desktop
Mobile

48. #17
Consider your landing page

49. #17 Consider your landing page & create a cohesive
subscriber experience

50. #18
Use reporting to do more of
“what works”

51. #18 Use reporting to
to do more of “what
works”

52. #18 Use reporting to do more of “what works”

53. Summary of tips for highly-converting email
● Design with the inverted
pyramid
● Front-load important info
● Use live text
● Use big, bulletproof buttons
● Focus on one message
● Boring *may* be best
● Reduce complexity
● Strive for relevancy
● Focus on the “how”
● Don’t undervalue CTA copy
● Optimize for mobile
● Brand your transactional email
● Try “plain text” emails
● Optimize your sender
● Strive for 40 character subject
lines
● Optimize your preheader
● Consider your landing page
● Use reporting to do more of what
works

54. Questions?
Learn more at
EmailMarketingCrashCourse.com

55. Bonus Tips

56. Bonus #1!
Deliverability: Get your
emails to the inbox

57. 5 tips for improved email deliverability
1. Be methodical about data collection
2. Don’t buy list
3. Get explicit opt ins
4. Create an unengaged suppression list (3-5 months of inactivity)
5. Monitor deliverability

58. Bonus #2!
Everybody loves a list

59. Questions?
Learn more at
EmailMarketingCrashCourse.com