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Email Marketing and Your Business
Professors: Isaac Moche and Jessica Webb
Email Certification
Brought to you by HubSpot Academy
CLASS 01
1 WHY EMAIL MARKETING IS STILL
IMPORTANT
IS EMAIL MARKETING
STILL RELEVANT?
Email is still a huge part of being a successful business.
PEOPLE HAVE DRAMATICALLY
CHANGED HOW THEY LIVE
AND WORK.
There’s a big
disconnect between
how companies sell
and how people buy.
In traditional marketing, companies focus on finding customers by
getting their message in front of as many people as possible.
TECHNOLOGY IS MAKING THESE
TECHNIQUES
LESS EFFECTIVE
AND MORE EXPENSIVE.
INBOUND IS ALL ABOUT
EMPOWERING VISITORS, LEADS AND
CUSTOMERS WITH HELPFUL,
RELEVANT CONTENT THAT
PROVIDES VALUE.
Remember that there is a human on the
other end of your email send.
SOURCE: GLEANSTER RESEARCH
What tech can help marketers
close leads and delight customer?
WITH AN ROI OF 38-1,
EMAIL MARKETING IS
ONE OF THE BEST INVESTMENTS
YOUR BUSINESS CAN MAKE.
SOURCE: ECONSULTANCY
Only 4% of companies would rate the performance
of their email campaigns as excellent.
74
The number of times the average person checks
their email EVERY DAY
SOURCE: DELOITTE
54% of all email is opened on mobile.
SOURCE: LITMUS
STARTUPSTOCKPHOTOS.COM
Email is a channel that you own.
You will always have a 1:1 relationship with your contacts.
SOURCE: NEGATIVE SPACE
AN INVITE INTO A PERSON’S INBOX
IS A PRETTY BIG DEAL.
“With great
power comes
great responsibility.”
EMAIL MARKETING
IS MEASURABLE.
“THE GREAT CHALLENGE OF OUR
CURRENT MEDIA LANDSCAPE IS
CAPTURING AND RETAINING USER
ATTENTION.”
-NICCO MELE
Ready for more?
Get the full experience and more with the
free Email Marketing Certification.
Take the course!
2 HOW TO BUILD AN EFFECTIVE
EMAIL MARKETING STRATEGY
The rise of mobile devices
The power of personalization
The importance of data-driven analysis and
optimization
THE CORE PRINCIPLES OF
EMAIL MARKETING
The significance of segmentation
The rise of mobile devices
The power of personalization
The importance of data-driven analysis and
optimization
THE CORE PRINCIPLES OF
EMAIL MARKETING
The significance of segmentation
THE REALITY IS THAT EMAIL HAS TO
BE
MOBILE-OPTIMIZED
TO BE EFFECTIVE.
81%
Of smartphone users say email is the MOST popular
activity they use their phone for.
SOURCE: OFCOM4
People want emails that can be
clearly read on smartphones.
SOURCE: DMA
When asked to rate the statement: “Most of the
marketing emails I receive include no content
or offers that are of interest to me.”
62%
agree or strongly agree.
SOURCE: ECONSULTANCY
The rise of mobile devices
The power of personalization
The importance of data-driven analysis and
optimization
THE CORE PRINCIPLES OF
EMAIL MARKETING
The significance of segmentation
FOCUS AS MUCH ON THE CONTEXT
OF YOUR MESSAGES AS THE
CONTENT YOU DELIVER.
The rise of mobile devices
The power of personalization
The importance of data-driven analysis and
optimization
THE CORE PRINCIPLES OF
EMAIL MARKETING
The significance of segmentation
94%
Of businesses say personalization is critical to their
current and future success.
SOURCE: ECONSULTANCY
JUST BECAUSE YOUR EMAIL WENT
OUT TO 10,000 PEOPLE DOESN’T
MEAN IT HAS TO READ
LIKE IT DID.
THE MODERN MARKETER HAS LOTS
OF DIFFERENT CHANNELS AT THEIR
DISPOSAL TO ATTRACT, ENGAGE
AND CLOSE PEOPLE INTO
CUSTOMERS.
The rise of mobile devices
The power of personalization
The importance of data-driven analysis and
optimization
THE CORE PRINCIPLES OF
EMAIL MARKETING
The significance of segmentation
Analytics is the engine that powers
the growth of your business.
The rise of mobile devices
The power of personalization
The importance of data-driven analysis and
optimization
THE CORE PRINCIPLES OF
EMAIL MARKETING
The significance of segmentation
WHAT A SUCCESSFUL EMAIL
MARKETING STRATEGY LOOKS
LIKE
3
This course is your blueprint for a
successful email marketing program
1. Stakeholder buy-in and commitment
2. Software
3. An understanding of email’s role in your business
SUSTAINED SUCCESS WITH EMAIL
1. Stakeholder buy-in and commitment
2. Software
3. An understanding of email’s role in your business
SUSTAINED SUCCESS WITH EMAIL
Your team has to believe that email
can drive growth for your business
IT TAKES TIME TO FIGURE OUT THE
QUIRKS AND DIFFERENCES OF YOUR
CONTACT DATABASE.
• When is the right time to send an email, and when is it not
• How often should you send emails?
• How many emails should a lead receive? A customer?
WORK TOGETHER TO DECIDE
1. Stakeholder buy-in and commitment
2. Software
3. An understanding of email’s role in your business
SUSTAINED SUCCESS WITH EMAIL
• Connected to a contact database
• Ability to analyze the success of your email sends
• Ability to send automated emails based on user activity
• Have landing page and form functionality for generating new
leads
FEATURES OF A GOOD
EMAIL SERVICE PROVIDER
1. Stakeholder buy-in and commitment
2. Software
3. An understanding of email’s role in your business
SUSTAINED SUCCESS WITH EMAIL
• How will lead nurturing be used in your business?
• How many emails is too many emails?
• What role will email play in the way you communicate
with existing customers?
IMPORTANT DECISIONS TO MAKE
GET EMAIL MARKETING CERTIFIED.
START TODAY

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Class 1: Email Marketing Certification course: Email Marketing and Your Business

  • 1. Email Marketing and Your Business Professors: Isaac Moche and Jessica Webb Email Certification Brought to you by HubSpot Academy CLASS 01
  • 2. 1 WHY EMAIL MARKETING IS STILL IMPORTANT
  • 4. Email is still a huge part of being a successful business.
  • 5. PEOPLE HAVE DRAMATICALLY CHANGED HOW THEY LIVE AND WORK.
  • 6. There’s a big disconnect between how companies sell and how people buy.
  • 7. In traditional marketing, companies focus on finding customers by getting their message in front of as many people as possible.
  • 8. TECHNOLOGY IS MAKING THESE TECHNIQUES LESS EFFECTIVE AND MORE EXPENSIVE.
  • 9. INBOUND IS ALL ABOUT EMPOWERING VISITORS, LEADS AND CUSTOMERS WITH HELPFUL, RELEVANT CONTENT THAT PROVIDES VALUE.
  • 10. Remember that there is a human on the other end of your email send.
  • 11.
  • 12. SOURCE: GLEANSTER RESEARCH What tech can help marketers close leads and delight customer?
  • 13. WITH AN ROI OF 38-1, EMAIL MARKETING IS ONE OF THE BEST INVESTMENTS YOUR BUSINESS CAN MAKE.
  • 14. SOURCE: ECONSULTANCY Only 4% of companies would rate the performance of their email campaigns as excellent.
  • 15. 74 The number of times the average person checks their email EVERY DAY SOURCE: DELOITTE
  • 16. 54% of all email is opened on mobile. SOURCE: LITMUS STARTUPSTOCKPHOTOS.COM
  • 17. Email is a channel that you own. You will always have a 1:1 relationship with your contacts. SOURCE: NEGATIVE SPACE
  • 18. AN INVITE INTO A PERSON’S INBOX IS A PRETTY BIG DEAL.
  • 19. “With great power comes great responsibility.”
  • 21. “THE GREAT CHALLENGE OF OUR CURRENT MEDIA LANDSCAPE IS CAPTURING AND RETAINING USER ATTENTION.” -NICCO MELE
  • 22. Ready for more? Get the full experience and more with the free Email Marketing Certification. Take the course!
  • 23. 2 HOW TO BUILD AN EFFECTIVE EMAIL MARKETING STRATEGY
  • 24. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  • 25. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  • 26. THE REALITY IS THAT EMAIL HAS TO BE MOBILE-OPTIMIZED TO BE EFFECTIVE.
  • 27. 81% Of smartphone users say email is the MOST popular activity they use their phone for. SOURCE: OFCOM4
  • 28. People want emails that can be clearly read on smartphones. SOURCE: DMA
  • 29. When asked to rate the statement: “Most of the marketing emails I receive include no content or offers that are of interest to me.” 62% agree or strongly agree. SOURCE: ECONSULTANCY
  • 30. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  • 31. FOCUS AS MUCH ON THE CONTEXT OF YOUR MESSAGES AS THE CONTENT YOU DELIVER.
  • 32. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  • 33. 94% Of businesses say personalization is critical to their current and future success. SOURCE: ECONSULTANCY
  • 34. JUST BECAUSE YOUR EMAIL WENT OUT TO 10,000 PEOPLE DOESN’T MEAN IT HAS TO READ LIKE IT DID.
  • 35. THE MODERN MARKETER HAS LOTS OF DIFFERENT CHANNELS AT THEIR DISPOSAL TO ATTRACT, ENGAGE AND CLOSE PEOPLE INTO CUSTOMERS.
  • 36. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  • 37. Analytics is the engine that powers the growth of your business.
  • 38. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  • 39. WHAT A SUCCESSFUL EMAIL MARKETING STRATEGY LOOKS LIKE 3
  • 40. This course is your blueprint for a successful email marketing program
  • 41. 1. Stakeholder buy-in and commitment 2. Software 3. An understanding of email’s role in your business SUSTAINED SUCCESS WITH EMAIL
  • 42. 1. Stakeholder buy-in and commitment 2. Software 3. An understanding of email’s role in your business SUSTAINED SUCCESS WITH EMAIL
  • 43. Your team has to believe that email can drive growth for your business
  • 44. IT TAKES TIME TO FIGURE OUT THE QUIRKS AND DIFFERENCES OF YOUR CONTACT DATABASE.
  • 45. • When is the right time to send an email, and when is it not • How often should you send emails? • How many emails should a lead receive? A customer? WORK TOGETHER TO DECIDE
  • 46. 1. Stakeholder buy-in and commitment 2. Software 3. An understanding of email’s role in your business SUSTAINED SUCCESS WITH EMAIL
  • 47. • Connected to a contact database • Ability to analyze the success of your email sends • Ability to send automated emails based on user activity • Have landing page and form functionality for generating new leads FEATURES OF A GOOD EMAIL SERVICE PROVIDER
  • 48. 1. Stakeholder buy-in and commitment 2. Software 3. An understanding of email’s role in your business SUSTAINED SUCCESS WITH EMAIL
  • 49. • How will lead nurturing be used in your business? • How many emails is too many emails? • What role will email play in the way you communicate with existing customers? IMPORTANT DECISIONS TO MAKE
  • 50. GET EMAIL MARKETING CERTIFIED. START TODAY