This document outlines essential strategies for effective email marketing, emphasizing the importance of defining the purpose of emails, targeting the right recipients, and optimizing timing and frequency. It distinguishes between transactional and marketing emails, advocates for personalized content, and stresses the importance of testing and monitoring engagement metrics. Finally, it advises on setting expectations with recipients and providing value before asking for action.

1. Email Marketing 101:
Strategy

2. start out by
asking yourself…

3. 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 ?

4. Or rather, what do you
want your recipient
to do?

5. 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

6. transactional Email
Vs.
Marketing Email
Reminder

7. Transactional
Email
Email automatically
generated by an
action a user has
taken within your app
Shipping notifications,
Password resets,
receipts, Etc.

8. Marketing
Email
Email that is
promotional in nature
Newsletters, special
offers, etc.

9. We have an
“email motto”
we share
with all of
our clients

10. To be a successful
sender You need
to be sending…

11. The right Message,
to the right Person
at the right Time,
with the right Frequency.

12. R i g h t
M e s s a g e

13. make sure you’re
Sending the right
kind of content
Slideshare on Email
Marketing content

14. Personalize your
messages with
substitution tags

15. Hey (first name),
We’d love to show you how (business)
can benefit from our new feature…
Substitution Tags

16. R i g h t
P e r s o n

17. Think about the
recipient of
your email…

18. We’re talking about
the person
behind the
email address

19. Demographics
Purchase
Behavior
Interests
What do you know about them?

20. Different recipients
Deserve different
content
Segmentation
Tips

21. R i g h t
T I M E

22. To make sure you’re sending
at the right time, keep an eye
on your engagement metrics
Engagement
Metrics Glossary

23. OPENS: The recipient opened your email
from their inbox
Clicks: The recipient clicked on a link in
your email
Reminder

24. Lots of opens and clicks
often means you’re sending at
a time that’s right for your
recipients!.

25. R i g h t
F r e q u e n c y

26. Set the right expectations At the
point of sign Up so you and your recipients
are on the same page!
Expectation
Setting Tips

27. How often you should send mail
can depend on your industry

28. Recipients will expect different
frequencies of mail based on your
type of business

29. Some industries require more frequent emails
( LIKE daily deals sites)
while others should be more spaced out
(LIKE CAR COMPANIES)

30. to figure out the right frequency,
The best thing to do is ask!

31. Your preference
Center is your
best defense
Against spam
Complaints and
unsubscribes
Preference
Center Info

32. F i n a l
T h o u g h t s

33. Give before you take
Share valuable information first to Prove
Your value to your recipients

34. Q u a l i t y > Q u a n t i t y
Never send an email “Just Because”

35. Never stop testing
Subject lines, Calls to Action, Images, etc.
A/b Testing
Guide

36. Watch Your Metrics
They are the window into your
Recipient’s inbox

37. R e m e m b e r
O u r M O t t o

38. The right
Message
at the right
Time
to the right
Person
with the right
Frequency
Send…

39. For more email
Best Practices
Visit our blog

40. For more email
Best Practices
Visit our blog
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