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Email Marketing 101:
Strategy
start out by
asking yourself…
W h a t i s t h e
P U R P O S E
O f T H I S e m a i l ?
Or rather, what do you
want your recipient
to do?
The Purpose of your MARKETING email could
be to have your customers…
Sign up for
an event
Follow you
on Twitter
Make a
purchase
Check out
your new
feature
Respond
with
feedback
Make an
appointment
transactional Email
Vs.
Marketing Email
Reminder
Transactional
Email
Email automatically
generated by an
action a user has
taken within your app
Shipping notifications,
Password resets,
receipts, Etc.
Marketing
Email
Email that is
promotional in nature
Newsletters, special
offers, etc.
We have an
“email motto”
we share
with all of
our clients
To be a successful
sender You need
to be sending…
The right Message,
to the right Person
at the right Time,
with the right Frequency.
R i g h t
M e s s a g e
make sure you’re
Sending the right
kind of content
Slideshare on Email
Marketing content
Personalize your
messages with
substitution tags
Hey (first name),
We’d love to show you how (business)
can benefit from our new feature…
Substitution Tags
R i g h t
P e r s o n
Think about the
recipient of
your email…
We’re talking about
the person
behind the
email address
Demographics
Purchase
Behavior
Interests
What do you know about them?
Different recipients
Deserve different
content
Segmentation
Tips
R i g h t
T I M E
To make sure you’re sending
at the right time, keep an eye
on your engagement metrics
Engagement
Metrics Glossary
OPENS: The recipient opened your email
from their inbox
Clicks: The recipient clicked on a link in
your email
Reminder
Lots of opens and clicks
often means you’re sending at
a time that’s right for your
recipients!.
R i g h t
F r e q u e n c y
Set the right expectations At the
point of sign Up so you and your recipients
are on the same page!
Expectation
Setting Tips
How often you should send mail
can depend on your industry
Recipients will expect different
frequencies of mail based on your
type of business
Some industries require more frequent emails
( LIKE daily deals sites)
while others should be more spaced out
(LIKE CAR COMPANIES)
to figure out the right frequency,
The best thing to do is ask!
Your preference
Center is your
best defense
Against spam
Complaints and
unsubscribes
Preference
Center Info
F i n a l
T h o u g h t s
Give before you take
Share valuable information first to Prove
Your value to your recipients
Q u a l i t y > Q u a n t i t y
Never send an email “Just Because”
Never stop testing
Subject lines, Calls to Action, Images, etc.
A/b Testing
Guide
Watch Your Metrics
They are the window into your
Recipient’s inbox
R e m e m b e r
O u r M O t t o
The right
Message	
  
at the right
Time	
  
to the right
Person	
  
with the right
Frequency	
  
Send…
	
  
For more email
Best Practices
Visit our blog
For more email
Best Practices
Visit our blog
Happy Sending!Click here to Check out SendGrid

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