The days of blast and batch emails are long over. Now, the tendency for customers that receive generic, unfocused marketing messages is to hit the delete key without ever opening your email. You need to give the recipient a reason to open your email.

2. Are you aware that on
average, consumers
receive 416 commercial
emails per month?

3. You need to give the
recipient a reason to
open your email.

4. You’ve heard a lot about
building relationships
and loyalty, but you need
to know how.

5. TARGET YOUR CUSTOMER LIST
Practice #1

6. Targeting or segmenting your list allows you
to organize your list members into different
groupings based on your marketing messages
to maximize the effectiveness of your mailings.
TARGET YOUR CUSTOMER LIST1
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Message 2
Full List Spilt into Groups
List 1
List 2
Targeted Messages
Message 1

7. The key to good targeting is based on two
main factors:
Demographic Information
(who your customers are)
Behavioral Data
(how they’ve interacted with you in the past)
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TARGET YOUR CUSTOMER LIST

8. Demographic Information:
Location
Income Bracket
Age Range
Gender
Behavioral Data:
Purchases they have made
Links they have clicked
How often they interact with your business
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TARGET YOUR CUSTOMER LIST

9. CREATE VALUABLE CONTENT
Practice #2

10. Stop diluting your email
content and send something
really focused and valuable.
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CREATE VALUABLE CONTENT
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11. Content should be user-focused;
clear, simple and concise; and fill in
knowledge gaps.
knowledge
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CREATE VALUABLE CONTENT

12. A “did you know?”series may resonate with
your subscribers much more than a discount
offer on a product you have presented to them
numerous times in the past.
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CREATE VALUABLE CONTENT

13. So here’s the sticky
wicket: how can you
create content that is
relevant to all of your
customers?
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All The Things!
Hint: If it’s relevant to everyone,
then chances are your message is
watered down and, therefore, not
particularly valuable.
CREATE VALUABLE CONTENT

14. The best way to get your rock star
content into the right hands is by
tweaking your message for
different segments of your list.
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Cat FactsDog Facts Fish Facts
CREATE VALUABLE CONTENT

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Delivering good content allows
you the opportunity to build trust
with your customers.
Cat Facts!
Cat Owners
CREATE VALUABLE CONTENT

16. TESTING AND ANALYTICS
Practice #3

17. TESTING AND ANALYTICS
Taking time to test your email
campaigns and analyzing the
results will give you great insight
that you can use to hone future
campaigns.
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18. TESTING AND ANALYTICS
Split testing allows you to change
specific elements of your message
without changing the content.
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19. Spilt Testing
For example, you can try out different subject lines
or different scheduled delivery times. You can even
use two completely different templates with the
same content.
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TESTING AND ANALYTICS

20. A/B testing allows you to send a portion of your
email to one group and another portion to
another group.
For example, you can opt to send 10% of your email to group A
and 10% to group B. Your email marketing tool* will look at the
performance of each of those sends, declare a winner, and
send the remaining 80% to the better performing split.
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TESTING AND ANALYTICS
*For more information on A/B testing click here

21. It’s important to know which
emails and campaigns are
performing the best!
Use the reports and analytics your email
marketing tool provides to analyze the data
associated with your tests and campaigns.
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TESTING AND ANALYTICS

22. ROI

23. WANT TO LEARN MORE?
Download Our Free Whitepaper!
5 Practices to Perfect
Your Email Effectiveness
FREE WHITEPAPER
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