The document provides guidance on email marketing best practices. It discusses the different types of emails to send including those that build trust, provide resources, and call to action emails. It also covers categories like broadcast and automated emails. Key metrics to track are discussed such as deliverability, open, click-through, and disengagement rates. Segments should be created based on factors like the buyer's journey and personas. Proper contact management and segmentation are important for a successful email strategy.

1. Email marketing cheat-notes
Prognya Ghosh
MBA, consumer psychologist and digital marketing
consultant

2. Types of Email
• Establish trust - creates relevancy and
value. Conditioning your contacts to open
emails in future. ex. emails that educate.
• Provide additional downloads and
resources
• Emails with a call to action - chat with
sales or attend webinar

3. Categories of emails
Broadcast emails
- for mass communication
-ex. putting discount code
- all emails are sent at the
same time
- data is collected together
Automated emails
- this is more like a
personal letter
- emails sent out based on
the actions taken by the
customer.
- they can be sent when a
customer fills a form,
purchases products or
visits a certain page.

4. Metrics to track
• deliverability
• open rate
• click-through rate
• disengagement rate

5. Metrics to track
• deliverability rate = delivered emails/sent
emails.
– use words that are not flagged by ESPs to get
past the spam. Healthy deliverability is around
90%

6. Metrics to track
• open rate - unique emails/received emails.
– how often your audience is opening the
emails that you sent them.

7. Metrics to track
• click through rate= unique clicks/unique
opens.
– how likely the audience will engage. After they
click. Can be guided to the desired page /
action/ sales funnel.
– clicks - visits - engages
– body of the email - get clicks - sell in website.
– low click through rates can mean
• poor copy
• no call to action

8. Metrics to track
• disengagement rate
– spam complaints + unsubscribes /unique
opens
– keep your disengement rate below 0.15%

9. Tracking emails
• All emails should be tracked to level it up.
for email insight - Litmus, email on acid can
be used.
for lean model - google analytics coupled
with Bitly can be used.

10. Tracking emails
• It is not only important to track the metrics
from the email
• but it is also important to put all data from
business (Ex. social media insights) to be
in the same place. This helps to make
decisions for the business and also serves
as a reference for historical data.

11. GENERAL FLOW OF EMAILS
ENGAGE
ATTRAC
T
DELIGH
T
BUYERS' JOURNEY
AWARENESS
CONSIDERATION
DECISION

12. BUYER'S PERSONA
Knowing the buyer's persona will help to analyze
• segmentation
• personalization
• data analysis
Add context to your messages. Add why you are
mailing them. If you don't,even your customers
won't.

13. Behavioral email
• The practice of sending automated targeted
emails to your contacts based on historical
interaction they have had with your company
across all channels.
• This is an user focused appoach
• They are usually very personalized
decision taken by people decision taken by
marketer
vs
39% more effective
↑

14. Two aspects for creating a successful email
marketing strategy
contact management
It is a strategy that uses
software progs. to easily
store and source contact
information like name,
contact history, email info
etc. whether it is a
business or an individual.
databases decay 22% per
year. Keep database
clean.
segmentation
This strategy,
segments contacts
based on similarities
to be more relevant
and more engaging.
contacts content

15. How to make a good contact
management strategy
• have a clean and organized database.
• collect the right kind of information.( from
submission, bots)
• understand explicit and implicit data.

16. How to make a segmentation
strategy
Follow the CATS model
the right CONTENT
the right AUDIENCE
the right TIME
=
SUCCESS

17. Segmentation strategy
• Segmented campaigns receive less
unsubscribes by around 9 %
• 100% more clicks
• The more relevant, the more successful.

18. Segmentation examples
• Lifecycle segments
– This is a property to determine where a
contact is in the sales funnel. Helps to identify
when to send, when NOT to send and whom
to send the emails.
• subscribers
• leads
• customers

19. segmentation examples
• Buyer persona segment
– This is a great foundational segment that can
be built on
• examples - segment based on level of interest.
• stage in career(student or changing jobs)
• biggest challenges
• where do they go for information

20. Monitoring the health of database
• A list that tracks unsubscribes
• A list that tracks bounced emails
• A list that tracks all ineligible contacts
• A list that trackscontacts who haven't
opened emails in a year.

21. Thoughts before composing an
email
• WHY you are sending
the email
• What VALUE are you
adding.
derision
awarene
ss
consider
ation
Email content - helpful, give
info , educational content
Email content - add
value, like help fix
appointment with sales
Send the right email at each
stage of the buyer's journey
Email content -
purchase information

22. 3 components of sending email
1. the right email- context + content (if it
doest match, it leads to decreased level of trust.
2. the right person - segment
3. the right time - not impactful if it is not on time -
ex. thank you email after subscription.
Pair right content + right segment + right time

23. User actions
• Sending emails based on actions taken by
users.
– example: schedule emails with desired
content when they open, click or convert. This
leads to better engagement rate.

24. Structure of emails AIDA
ATTENTION
INTEREST
DESIRE
Preview text is very important,
keep it short and crisp.
ACTION
Show value
Add wow factor
↑

25. High performance emails
goals
who what when where
mobile
device or
phone
why
those who
want to hear
from you
specific
measurable
attainable
relevant
time based
SMART
time of day /
when in
buyer's
journey
what is
the
target?
desired
outcome

26. breaking down components that
determine conversion
open
• subject line- shortaround 40-50
words, don't use words like
free, last opportunity etc.,
scope for AB testing.
• the sender's name- use real
person , communication
manager, not a generic
company email
• preview text. snippet of email
content. very important these
days
click
• Give valuable content
• Write effective email copy.
Copy is the core. why you do
what you do.
• use short para bold heading,
bullets
• do the work for them
• use right tone
• personalize
• add call to action

27. Lead nurturing
• The process of building relationships with
your prospects with the goal of earning
their business when they are ready.
• Delivered through marketing automation
• Timely, efficient (action by user, within 5- 30 mins
contacted via email) and targeted.

28. References
• the hubspot academy
• data lab