Email marketing remains a powerful and cost-effective channel for engaging prospects and customers—when executed the right way. Whether your email marketing efforts suffer from low open and clickthrough rates, or you’re simply looking for some ideas to give your efforts a boost, these 21 actionable tips can help.

1. WEBINAR
#CSSWEBINAR
21 TIPS &
TWEAKS
to Improve Your Email Marketing

2. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
INTERACT WITH US
@circleSstudio
#CSSWebinar

3. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
PRESENTER
TIM ASIMOS
Vice President &
Director of Digital Innovation
@timasimos

4. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
Email
Marketing Isn’t
Dead!

5. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
“Email users worldwide
will reach roughly 4.3
billion by the end of 2015.”
- Source: The Radicati Group

6. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
3xmore email accounts
than Twitter and Facebook
accounts combined.”
- Source: The Radicati Group
“

7. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
“Email is nearly 40x
more effective than
Facebook and Twitter
combined in helping
businesses acquire new
customers.”
- Source: McKinsey & Company

8. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
“For 70% of U.S. internet
users, email is the
preferred method of
communicating with
businesses.”
- Source: eMarketer

9. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
“Marketers consistently
rank email as the single
most effective tactic for
awareness, acquisition,
conversion and retention.”
- Source: Gigaom Research

10. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
“For every dollar spent on
email marketing, the
average return on
investment is $44.25.”
- Source: ExactTarget, Direct Marketing Association

11. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
“U.S. Marketers are
forecasted to spend $2.3
billion on email marketing
in 2015.”
- Source: Forrester Research

12. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS

13. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
Low Open Rates
High # Unsubscribes
Low Clickthrough Rates
Deliverability Issues
Lack of ROI

14. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS

15. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Grow Your Lists
Organically
#1

16. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#1: GROW YOUR LISTS ORGANICALLY

17. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Segment Your
Contacts
#2

18. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
“Segmented email
campaigns drive a 760%
increase in revenue vs.
one-size-fits-all email
blasts.”
- Source: DMA
#2: SEGMENT YOUR CONTACTS

19. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#2: SEGMENT YOUR CONTACTS

20. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Match Content to
Contact
#3

21. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
“75% of email users said
irrelevancy was the main
reason for unsubscribing
from a company’s email
program.”
- Source: Merkle
#3: MATCH CONTENT TO CONTACT

22. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#3: MATCH CONTENT TO CONTACT

23. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Use a Known
“From” Name
#4

24. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
“64% of email users say the
sender name is the primary
reason for opening an
email, higher than subject
line.”
- Source: Marketing Charts
#4: USE A KNOWN “FROM” NAME

25. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Craft a Compelling
Subject Line
#5

26. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
• Get to the point
• Keep below 50 characters
• iPhones <32 characters
• Be useful and specific
• Use timely topics and urgency
• Include a call-to-action
• Personalize
• A/B test
Subject:
#5: CRAFT A COMPELLING SUBJECT LINE

27. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Utilize the Pre-
Header Text
#6

28. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#6: UTILIZE THE PRE-HEADER TEXT

29. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Think
Mobile-First
#7

30. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
“In 1Q15, 67% of all U.S.
email opens occurred on a
mobile device.”
- Source: Movable Ink - US Consumer Device Preference Report
#7: THINK MOBILE-FIRST

31. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
80%delete the email
30%unsubscribe
- Source: Blue Hornet
When email isn’t mobile-friendly:
#7: THINK MOBILE-FIRST

32. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
Tim,
#7: THINK MOBILE-FIRST

33. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Keep Design
Simple
#8

34. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#8: KEEP DESIGN SIMPLE

35. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Don’t Ignore
Your Brand
#9

36. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#9: DON’T IGNORE YOUR BRAND

37. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Optimize For
Images-Off
Viewing
#10

38. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#10: OPTIMIZE FOR IMAGES-OFF VIEWING

39. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Personalize
the Email
#11

40. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
“Personalized emails
improve click-through
rates by 14% and
conversion rates by 10%.”
- Source: Aberdeen Group
#11: PERSONALIZE THE EMAIL

41. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#11: PERSONALIZE THE EMAIL

42. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Provide
Read-Worthy
Content
#12

43. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#12: PROVIDE READ-WORTHY CONTENT

44. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Include a Clear
Call-to-Action
#13

45. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#13: INCLUDE A CLEAR CALL-TO-ACTION

46. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Make it Easily
Shareable
#14

47. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#14: MAKE IT EASILY SHAREABLE

48. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Perform A/B
Testing
#15

49. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#15: PERFORM A/B TESTING
B
A
B23% CTR
7% CTR

50. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
• Subject line
• From name
• Pre-header
• Time/day
• Call-to-action
• Content
• Personalization
#15: PERFORM A/B TESTING

51. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Test Across
Various
Platforms
#16

52. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#16: TEST ACROSS VARIOUS PLATFORMS

53. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Follow Deliverability
Best Practices
#17

54. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#17: DELIVERABILITY BEST PRACTICES
Source: Act-On Software

55. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
“80% of email delivery
problems are directly
attributable to a poor
sender reputation."
- Source: DMA
#17: DELIVERABILITY BEST PRACTICES

56. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#17: DELIVERABILITY BEST PRACTICES
• Send to known contacts
• Play by CAN-SPAM rules
• Perform proper list maintenance
• Monitor response rates
• Remove unengaged subscribers
• Create an SPF Record
• Setup DKIM authentication
• Consider a dedicated IP address
• Create read-worthy emails

57. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Balance Frequency
Vs. Value
#18

58. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
vs.
#18: BALANCE FREQUENCY VS. VALUE

59. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Use Subscription
Management
#19

60. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#19: USE SUBSCRIPTION MANAGEMENT

61. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Leverage Marketing
Automation
#20

62. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
#20: LEVERAGE MARKETING AUTOMATION

63. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
Whitepaper
Download
ThankYou
Followup
Content
Related
Content
Additional
Offer
Exit
Program
#20: LEVERAGE MARKETING AUTOMATION

64. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
HELPFUL
TIP
Monitor & Analyze
Results
#21

65. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
• Delivery/Bounce Rate
• Open Rate
• Click-through Rate
• Social Shares/Forwards
• Unsubscribes
• Best Day(s)/Time(s)
• # Visits
• Pages Visited
• A/B Test Results
#21: MONITOR & ANALYZE RESULTS

66. #CSSWEBINAR@circlesstudio21 EMAIL MARKETING TIPS & TWEAKS
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67. LET’S CONNECT
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TIM ASIMOS
@TimAsimos
linkedin.com/in/TimAsimos
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/circleSstudio
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