Getting the most out of email marketing. Some useful hints, tips and tricks. Perfect for start ups and small, growing businesses.

1. Email Marketing

2. How do you currently use
email marketing?

3. Email guide
1. Are you convinced you want to start email marketing?
2. Do you know the legal side of email marketing?
− Legals
− GDPR / opt in
3. Have you set your objectives?
4. Have you chosen your software provider?
5. Do you know what your competitors are doing and saying?
6. Do you know how to structure your emails?
7. Do you know how to craft the perfect email?
8. Do you know how to improve your open rates? – Crafting the perfect subject line
9. Do you know the best time to send your emails?

4. Email guide
• Do you know the most common mistakes?
• Have you integrated social media?
• Is your email responsive to different devices?
• Do you know how to build marketing lists?
• What metrics will you track?
• How you can improve your email marketing – A/B testing
• Have you covered everything?

5. Why email?
• Email has three times more users than social media
• Email is the most common personal medium
• Email is the most common “business” medium
• Email gets more attention than social media – less noise
• Email is a more traditional and established medium to communicate with your prospective and existing
clients

6. Email legals

7. Email legals

8. Email objectives
• Increase
− Sales
− Visits to website
− Visits to your store
− Increase repeat business
− Increase referrals
− Shorten a sales cycle
− Save money
− Save time
What will you
measure?

9. Lets remember the journey though
Awareness
Interest
Desire
Action
Attract
Engage
Nurture
Close
ModernVsTraditional
Where would
email fit in?

10. Email software providers

11. Competitors
What are your competitors doing?
Who are they? What are they doing that I
like?
What are they doing that I
don’t like?
Local, regional and national What can I learn? Maybe something is missing?
Know them, follow them, like
them
Is it transferable? What can I learn?
Any good ideas? How can I use it to my
advantage?

12. Effective campaigns
• What make an effective email campaign?
− Personalisation and Imagery
− Responsive design – design that’s appropriate for mobile, tablet and desktop
− An appropriate call to action

13. Emails

15. info@communigator.co.uk
Latest News
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here to view it in your browser.
CommuniGator
Latest News
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Daniel Hare
Latest News
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16. info@communigator.co.uk
Latest News
If you cannot read this email, click
here to view it in your browser.
CommuniGator
Latest News
If you cannot read this email, click
here to view it in your browser.
Daniel Hare
Latest News
If you cannot read this email, click

17. Latest News
Download our whitepaper
January Newsletter
Free webinar next Tuesday
Dan, take a trial of X today
Offer must end Friday

18. Aaron Yates
Your BMW contract
Hi Lee, we wanted to let you know that
your BMW contract finishes on 31st
October.

19. Crafting the perfect email
Intrigue
Discover
Consider
Decide

20. INTRIGUE

21. DISCOVER

22. CONSIDER

23. DECIDE

24. Crafting the perfect email
Prospect Pain /
Capability Gap Many companies are trying to grow and are experiencing
difficulties with lack of finance, ability to innovate or the
internal capacity to deliver
What’s my role
My role is to help companies to overcome these barriers by
providing the support they need either in the form of
workshops or one to one coaching
Why it’s unique
What’s different about this is we work with a wide variety
of high quality coaches with a number of different
specialisms

25. Crafting the perfect subject header
• Consider your own behavior. When you are going through your inbox, what are your thought processes?
You open emails based on the five ‘I’s …
− Importance – If it is work-related, or a PayPal payment, you are going to open that email smartish
− Intrigue – Curiosity, like a good joke or riddle, causes you to open the email to see what the punch line is.
− Interest – We all have subjects that we love to read about, so sometimes all you have to communicate is the
topic
− Involvement – Pull on the heart strings, appeal to passion, greed, narcissism or any other emotional hot
button
− Investment – Recipients will be personally or financially invested in something. Craft your subject line around
it and it will get opened.

26. Crafting the perfect subject header
• Putting it into practice:
− News – Tell your recipients what’s new, something that is happening or just happened that they will want to
know about
− Tips – “How to” is a great way to get your email opened, providing you connect your solution to the
recipients needs
− Offer – Make a compelling offer that the recipient will want to take up
− Question – Ask a question that the reader will answer “yes” to, or maybe put the subject in the form of a
mystery or puzzle where the they will feel compelled to find out the answer.

27. The best time to send?

28. Avoiding spam filters
• Studies have shown that around 65 per cent of all emails sent are spam emails.
− A professionally designed email with the correct HTML code throughout will ensure your email looks its best
in all browsers and you will avoid high spam scores for bad coding.
− Don’t miss out the email title.
− Spell everything correctly.
− Always send a plain text version with your HTML email to ensure that if the recipient cannot use HTML or is
opening it on a PDA or phone, they will still be able to view it
− NEVER USE CAPITALS when you don’t have too. It’s even worse when whole lines are in capitals.
− Avoid using italics and very large fonts.
− Avoid using non standard colours.
− Avoid forms in the email itself.

29. Tracking metrics

30. Email feedback