This document provides information on email marketing best practices. It discusses determining the purpose and goals of an email marketing campaign, defining the target audience, selecting content and a sending frequency, choosing an email marketing provider, designing templates, segmenting email lists, setting up tracking, and testing email designs. The document also covers how to measure campaign performance through metrics like click-through rates, unsubscribes, bounces, website traffic, and signups. Testing designs in different email clients and sending tests to others is recommended to ensure designs render properly across platforms.

1. Slide 1
Email Marketing

2. Slide 2
Email Marketing
Email Marketing: A type of direct marketing to a group of people using
email with the purpose of acquiring new customers or convincing
current customers to purchase something immediately
In its broadest sense, every email sent to a potential or current
customer could be considered email marketing. It usually involves
using email to send advertisements, request business, or solicit sales or
donations, and is meant to build loyalty, trust, or brand awareness.

3. Slide 3
Email marketing campaign?
is a coordinated set of email marketing messages delivered at intervals
and designed to escalate a persuasive argument to purchase, subscribe,
download, etc.

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HTML Email Message
is an email that is formatted like a web page, using colors, graphics,
table columns and links. Imagine any newsletter that you receive from a
service. That's most likely what HTML email looks like. Plain text email is
an email that only includes text.

5. Slide 5
difference between text and
HTML?
HTML stands for HyperText Markup Language. It's the way web pages
and email templates are coded so that text is formatted and images are
added. Plain Text is regular text, with no formatting options such as
bold, italics, underlines, or special layout options.

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Importance of Email
Marketing
More effective than social media
Economic and Cost Effective
Personal and Customisable
Action Oriented
Measurable

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More effective than social media
research shows old-fashioned email is still far more effective than social
media in attracting customers to your business online.
Email is effective because it’s permission-based. The people on your
email list have given you the go-ahead to send them messages. They’re
bought in. And, with the prevalence of smartphones and tablets, they’re
always listening. In fact, email is the number-one activity for people on
their phones.

8. Slide 8
Economic and Cost Effective
Compared to traditional marketing efforts where printing, postage etc.
can take up a lot of cost for your direct mail campaigns. With emails,
you are still able to create the same imagery with the added benefit of
having follow-up information instantly available with one click to your
website.

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Personal and Customizable
In email marketing, what you’re really doing is segmenting your
audience into lists, and sending each list a tailored email message that
resonates with your reader and can provide them with something of
value.

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Action Oriented
Whether you realise it or not, everybody is trained to do something
with an email -reply, forward, click-through, sign-up, or even straight
buying. Think about this! Email is transactional by nature and you can
use it to direct traffic to your website and ultimately drive sales.

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Measurable
There’s no guesswork in email marketing. When you use any email
marketing software, you can track who opened your email, which links
were clicked, and how many people unsubscribed. You can easily get a
picture of how your email campaigns are performing, make adjustments
and improve your effectiveness

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How to Build Email List?
Where to Find Email
Subscribers?

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Email Listing :Visitors to Your Site
The most obvious and logical place to find interested email
subscribers is on your website itself. If users are visiting your website
(regardless of whether they purchase or make a transaction), they have
an interest in the information or content that you're providing. Every
page of your website should include an email sign-up box that allows
users to join your mailing list. We'll discuss the best practices for
creating that email sign-up box later in this section. However, every
visitor to your website is a potential email subscriber.

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Email Listing :Visitors to Your Site Customers Who
Purchase Goods or Services
Customers who visit your website but don't make purchases or
transactions are important email marketing leads. However, customers
who do make a purchase or transaction are even more valuable email
marketing leads because they've shown a willingness to purchase from
you or entrust you with personal or financial information. Ensuring that
you make it easy and inviting for users to opt-in to your email program
when they purchase or transact with you will help you build not only a
large email list but also an email list of valuable users with proven
purchasing history.

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Email Listing :Visitors to Your Site Your Social Media
Outlets
Social media is becoming an increasingly prominent form of customer
retention and brand awareness. With the right motivation and a
properly designed email sign-up box, social media leads can often be
solicited to become higher converting email marketing leads. When we
discuss the best practices for designing an email capture box, we'll
discuss specific practices to use when encouraging users to sign-up for
your email marketing program via social media outlets.

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Email Listing :Visitors to Your Site Websites That Have
Similar User Demographics
Websites that have similar content or user demographics to your
website can be great places to prospect for potential email list leads.
you can cut a deal with the website on which you want to collect emails
You can also pay to advertise for sign-ups to your email list on other
websites.

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Email Listing :Visitors to Your Site Search Engines
(Organic and Paid Search)
Similar to the process of advertising to build your email list on other
websites, using search marketing to build email list can be equally
effective. Build email landing pages specific to your email list and then
optimize for organic search engine placement or paid, click-based
search engine advertising

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Email Listing :Visitors to Your Site Purchasable or
Rented Lists
If you need to grow your email list quickly, there are a number of
services that will allow you to rent or purchase email names. However,
doing so comes with several risks. Most list purchases or rentals are
somewhat expensive, and you may not make your money back as
quickly or as regularly.
Additionally, a rented or purchased list means that you are buying
email addresses of individuals who have not been exposed to or shown
and interest in your brand or product.

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Email Listing :Visitors to Your Site Black Hat
Techniques to Build Email List
There are also a number of black hat techniques for gaining emails,
including spidering websites for registration forms. We cannot
emphasize enough how much of a poor idea it is to participate in any
black hat email techniques. Not only do you risk breaking privacy laws,
you also risk your sender reputation and email future.

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Creating an Email
Marketing Campaign
Determine the Purpose of Your Campaign
Define your audience
Determine your sending frequency and goals
Determine your content
Determine email segments
Select an Email Marketing Provider.
Design / Select email template
Organize Your Email list.
Setup Tracking
Test and Refine.

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Determine the Purpose of Your
Campaign.
Spend a little time with your marketing and sales team to pinpoint the
purpose of each message so that you can craft the design and copy of
the message to the proper list segment. To get your creative juices
flowing, here are some common campaign objectives that you may
want to consider:
Promote a specific product / service to generate repeat business from
existing customers
Drive traffic to a new page or article on your website

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Define your audience
Before you start designing, writing, and sending campaigns, you should
define your audience. Once you get a grasp on the people who will be
reading your emails, it will be much easier to decide what to say to
them.

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Determine your sending
frequency and goals
Not all sending frequencies are created equal. Some users, send on a
daily basis because that's a key part of their mission. Others,on Fridays,
offering a little e-gift for the weekend.
decide what you'd like to get out of your email marketing. Are you
looking to direct readers to your website? Help promote sales? Increase
traffic at events? Set goals like these for your campaigns, then keep
track of your progress over time.

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Determine your content
Now that you know who you're talking to, it's time to think about what
you're going to say to them. "What you say" is your content. Think
about why this audience signed up for your emails in the first place,
then focus on delivering that to them.
It can be helpful to outline general content types that you might include
in each email campaign. Later, as you're putting together your
newsletter, you can refer to this outline to make sure you're staying on
track.

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Determine email segments
We need to document some like
"from" address
The subject line
detail the outline
Signature

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Select an Email Marketing
Provider.
The best thing we could tell you would be to do your homework, talk to
and try different providers and go with the one that you click with the
most. We’re not going to do that though as we know you’re probably
not prepared to spend the time or money needed to do this.

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Design / Select email template
Don’t Overdo the Design. As with many things in marketing, the more
simplified something is the more effective it usually will be. The same
goes for design. Keep your email’s design very simple by following some
of the tips below that we have found to be effective:

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Organize Your Email list.
One of the most commonly overlooked elements of email marketing is
list segmentation. If you fail to properly segment your email contacts
into specific lists, then you will most certainly experience lower click
through rates and response rates when you send your messages. Here
are some common fields to segment your lists by:
Location

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Setup Tracking
Being able to evaluate the effectiveness of each campaign
will prove essential to maximizing your ROI. Some of the
metrics you can track through your email provider’s
dashboard and others through Google Analytics
Open rate (rate at which your contacts actually open / view
your message)
Click through rate (rate at which your contacts click on links
/ calls to action in your message)
Conversion rate (rate at which your contacts become leads /
customers after getting to your website from your message)
Deliverability (rate at which your contacts actually received
your message)

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Test and Refine.
I can give you all the advice in the world, but the best results are going
to come down to the combinations that work best for your business.
The only way to find these optimal combinations of design, copy, etc is
to track and test different combinations. Some of the main elements
that you should always be looking to track, test and refine are:
Subject lines
Style, tone and context of the copy used
Font sizes, colors and formatting
Calls to action

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Designing
Email Templates

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Email Templates
allow you to customize the formatting and text of emails sent by users
who share your content. Templates can be text-only, or HTML and text,
in which case the user's email client will determine which is displayed

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Designing Email Templates :Simplify design
First and foremost, the design of your email templates should be
simple. Design should enhance your message, not distract from it! And
frankly, emails with a lot of design hoopla bring the reader's attention
away from your actual message, and as a result may harm conversions.
Plus, the fewer elements you have bouncing around in your email, the
less likely it is to render improperly or trigger a SPAM filter.

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Designing Email Templates : Keep the Width of Emails
Under 650 Pixels
This ensures that they always display in Outlook's vertical preview pane
-- can't forget about your Outlook readers! If you're a HubSpot
customer, you can duplicate our email templatesto get started if you
like; all of our templates are fewer than 650 pixels in width.

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Designing Email Templates : Identify the need for an
email.
Whatever the case, you'll need to create a requirements document to
record your goals and other design ideas for the email. This will help
you create more campaigns in the future, and makes it easier for a team
to work together on the project.

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Designing Email Templates : Tables Are Your Best
Friend
If you've been coding for a while, you may think that sounds insane, but
it's actually important to use tables in email template design to ensure
your email renders the same way across every email client.

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Designing Email Templates : Avoid Body Attributes
You may encounter email clients that don't pay attention to body
attributes, which means all your hard work is for naught. So if you
wanted to, say, create a light gray email background, you should simply
use a 100% width light gray table, and then nest the content of your
email within that table.

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Designing Email Templates : Don't Use HTML Bullet
Points
Those pretty HTML bullets you're used to don't work too well when
rendered in email. Use a plain text alternative, like dashes (-) or
asterisks (*) to ensure readers don't see broken or missing bullets in
their email message.

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Designing Email Templates : Use Absolute Image
Paths
That means any images in your email templates should be hosted on
your website. Then, make the image path point to the URL of the page
on which the image is hosted. You can always find the image URL by
right-clicking on an image and selecting "View Image Info." It should end
with a file extension like .jpg or .gif, not .com.

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Designing Email Templates : Use the Right Number of
Images at the Right Size
The smaller you can make your image files, the better. You certainly
don't want to make the images grainy, but large image files increase
email load time, and that impacts the success of your campaigns. You
should also take care not to include too many images throughout your
email, and maintain an even balance of images and text. This will help
you stay out of SPAM folders and increase reader engagement.

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Designing Email Templates : Designing Email
Templates : Steer Clear of PNGs
Speaking of that image URL, I used ".jpeg" and ".gif" as examples for a
reason. PNGs should be avoided in email templates, because they're not
supported in Lotus Notes.

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Designing Email Templates : Don't Forget About
Image Alt Text
Nope, alt text isn't just to help search engines read images on your
website. Alt text in emails helps readers determine what images were
supposed to be had they rendered in the inbox. Including clear,
descriptive Alt text helps fill in the blanks for recipients if images are
blocked, turned off, or rendering improperly.

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Testing Your
Email Designs
Test in different email clients and ISPs
Send tests to friends and coworkers
Inbox Preview

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Test in different email clients and
ISPs
All email clients are created differently and can render content in HTML
email in different ways. Some clients will strip your BODY or HEAD tags,
or all content below a certain line. Flash doesn't work with some, while
others will block images by default.
These inconsistencies make it very important to test your campaign in
as many different scenarios as possible.

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Send tests to friends and
coworkers
It can be difficult for some users set up test computers or test in many
different applications. By keeping your designs simple and sending test
emails to a few friends or colleagues, you can be sure to catch broken
images, typos, and other bugs.

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Inbox Preview
Inbox Preview shows what your campaign will look like in
different email clients, so you can refine your campaign
before sending.
Your email marketing’ s dashboard will provide you this
feature to shows your campagn different email

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Measuring
Performance
Clicks
Unsubscribe rate
Bounces
Website traffic
Signups since last campaign

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Clicks
How many people clicked links in your email? Which links did they click
the most?
Did they click on product links, or research links? Did you see a rise in
purchases?
How long after you sent the campaign do links keep getting clicked?
Your click rate can help you determine the success of your campaign
and reveal general trends in the behavior of your subscribers.

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Unsubscribe rate
What’s your unsubscribe rate after each campaign? Less than one
percent is average for lists that are contacted regularly, and well-
maintained.
If you send very infrequently or if it’s your very first send, your
unsubscribe rate may be much higher. Check your rate after each
campaign.
If you see it spike after a particular campaign, consider whether it had
anything to do with your content. Maybe you’re sending too frequently,
or maybe not enough.

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Bounces
Watch your bounce rate after each campaign. Some email arketing
servers breack your bounces into
“hard” vs. “soft,” and clean your list accordingly.
Soft bounces are emails that exist, but for some reason, they couldn’t
be delivered
A hard bounce is an e-mail message that has been returned to the
sender because the recipient's address is invalid.

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Website traffic
Check your website traffic logs after each email campaign. Does traffic
pick up?
Do orders increase? Was the spike in traffic immediate, or did it come
gradually?
How long does the new traffic last, and how long should you keep the
graphics
and pages that your email points to hosted live?

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Signups since last campaign
After each campaign, do you get lots of new subscribers? That could
mean your
loyal readers are forwarding your emails to friends. Don’t see any list
growth at
all? Maybe you need to make your content more interesting or relevant
to your