This document provides guidance on creating effective email marketing campaigns in 4 steps: 1) Developing a clear strategy by defining your audience, goals for the campaign and each email. 2) Ensuring you have a healthy email list by understanding your contacts and actively managing your lists. 3) Carefully designing your email template to achieve your goals through clear content, calls to action and design for your audience. 4) Analyzing the results of your campaign through metrics like open and click rates to learn lessons for future campaigns.

1. Effective email marketing campaigns Josh from JoshCanHelp.com Resources: joshcanhelp.com/esi

2. Oh hi there, I'm Josh Web literacy Findability Design Conversions

3. #0 - The Basics Deliverability Performance Spam Template List Analytics Opens (absolute, rate, unique) Clicks (absolute, rate, unique) Unsubscribes Bounces Sent vs. received

4. 1) The Strategy Who is this going to? What are you sending? What is your goal for this campaign? What is your goal for this email? By Randy Son Of Robert on Flickr

5. "Who am I sending this to?" List or segment Previous emails sent Future emails to be sent Understand your audience

6. "What am I sending?" Informational send Request for information Urgent Content Promotional Categorize email types

7. "What is the campaign goal?" Is this temporary or ongoing? What's the lead up? Finish? What actions do I want to be taken? Goals help planning & learning

8. "What is this email's goal?" Primary goal (single) Secondary goal (minimal) How does it contribute to the campaign goal? Be clear on why you're sending

9. Strategy? Got it!

10. 2) The List Who are you contacting? Where did the emails come from? How is it being managed? How healthy is it? By sunshinecity on Flickr

11. "Who am I contacting?" New students (prospects) Existing students (enrolled) Previous students (alumni) Understand the personas

12. "Where are these emails from?" Purchased emails (low quality) Opt-in on existing forms (much better) Specific opt-in (best) Source determines quality

13. "How is this list being managed?" Unsubscribe options Change profile option Clean out bounces What to do with "dead" emails? Actively manage your lists, segments

14. "How healthy is this list?" Sending frequency Unsubscribes Spam reports Analytics (opens, clicks) Performance (goals) A healthy list is a happy list

15. List? On top of it!

16. 3) The Template What is in it? How is it designed? How is it built? When and how is it sent? By Concrete Forms on Flickr

17. "What is in the email?" Concise, informative, no fluff Use headlines and bullet points Remember your goal Table of contents? Write the whole email, then the subject Content is king; write it first

18. "What is in the email?" Action links to clear landing pages Link images Balance; don't overdo it Remember your goals Link often but link well

19. "What is in the email?" Email tracking Landing page tracking Track everything

20. "How is it designed?" Match the email to the landing page Clear steps forward Enough information to make a decision Design for your goal

21. "How is it designed?" Audience... remember them? Email capability Email savvy Design for your list - TARGET

22. "How is it designed?" Text-based Clear goals within the email Break up content Lowest common denominator Design for the format

23. "How is it designed?" Images may not be loaded Images add loading time, size No image only emails Can contribute to spam score Watch your images

24. "How is it built?" Universal email HTML Valid code Checked for spam content There's a right and a wrong way

25. "How is it built?" Unsubscribe Change profile View in browser Contact info Reason they are receiving Add recipient-specific features

26. "How is it sent?" White-listed servers Smaller batches Watch your frequency Time and day Simple considerations

27. Template? Work of art!

28. 4) The Post-game What happened? What did you learn? Who needs more attention? By kevindooley on Flickr

29. "What happened?" Open rate trend Click rate trend Primary goal completions Secondary goal completions Review the numbers

30. "What did you learn?" The Strategy - compare The List - segments The Template - performance These should look familiar

31. Post game? We won!

32. Let's wrap this up! Construct a strategy and track your success throughout. Build and maintain a healthy list of engaged recipients Write, design, build and send great templates. Iterate and get better! Put it all together...

33. Thanks for your time! joshcanhelp.com/esi