The document provides best practices for email marketing. It discusses the importance of having a targeted list of subscribers who have opted in, automating email campaigns to send relevant content on a schedule, and personalizing emails with the recipient's name. It also recommends designing emails for mobile by keeping the most important content above the fold, using catchy subject lines, and avoiding common mistakes like sending emails without permission or using boring subject lines. The document then provides steps for setting up a MailChimp account, importing contacts, and creating an email campaign to direct recipients to a blog website.

1. E M A I L
M A R K E T I N G
U N I T 4

2. B E S T P R A C T I C E
• In email marketing every brand every brand should be
investing in any sort of email marketing. What are the most
relevant should be considered?
Section 1

3. 1 .TA R G E T E D L I S T
Having a targeted list is choosing people that have
opted in that want the content. It is very important
because otherwise having a broad list will make a
high unsubscribe rate and a high spam rate.
Communicating via email is delivering to them
content that they are interested in seeing and that
they want to see, and that will lower the amount of
people unsubscribe, increasing the efficiency of
emails campaign overall.
Postgraduate – Supplementary material

4. 2 . A U T O M AT E
Who are you going to send to, and what are you going
to send? The type of content you send to potential
customers or leads is going to be different than the type
of content you send to actual customers. Thinking about
general campaigns for example, on their holidays,
maybe on their birthdays, the promotion to run for the
year are points that you could plan in advance, laying in
that content strategy and that email strategy ahead of
time so that it is there and it is automated. Also, it is
important to consider the best content by taking time
thinking through the type of content people want to
see, building out that inventory and drip campaign in
advance so it is all ready to be sent.
Patel, N., 2020. 23 Marketing Automation Tools You Need To Use. [online] Neil Patel.
Available at: <https://neilpatel.com/blog/marketing-automation-tools/> [Accessed 5
July 2020].

5. 3 . P E R S O N A L I Z E
Email software has ways of basically dynamically
inserting names, and other information into the emails.
This adds a level of personalization, it increases the
opening rate, increase click-through rate, and just
increase the results overall. Most email software offers
that option and it can be connected to a CRM to make it
even more powerful and it gives more information that
can be implemented to the design in order to make it
more personal for each user.
Patel, N., 2020. 6 Email Personalization Techniques That Go Beyond A Name.
[online] Neil Patel. Available at: <https://neilpatel.com/blog/6-email-
personalization-techniques/> [Accessed 5 July 2020].

6. 4 . D E S I G N F O R M O B I L E
It is important when reading an email on mobile device the
emails look good and load well on them. The reason is
most people are checking their email on their phones now,
not necessarily their computer. Another thing to consider is
to make sure the main message is above the fold so on the
phone that is not a lot of real estate, also check you have a
call to action, main selling points above the fold.
Campaignmonitor.com. 2019. 7 Mobile Stats For Your Email Marketing Team To Consider.
[online] Available at: <https://www.campaignmonitor.com/blog/email-marketing/2019/07/7-
stats-that-will-make-you-rethink-mobile-email/> [Accessed 5 July 2020].

7. 5 . C AT C H Y S U B J E C T L I N E
Subject line is all somebody is going to see
initially, they do not see the contents of your
email, that’s why it is important to be catchy and
enticing for the user to click on. Put yourself in
their shoes and ask what would you like to see,
what would compel you to open that email and
make sure that is your subject line. Also, it is
recommended to insert their first name in that
subject dynamically it is going to increase the
opening ratio significantly.
Coomar, D., 2019. 25 Best Email Subject Lines To Boost Open Rates In 2020. [online] EngageBay -
All-in-one marketing, sales, and service software for growing businesses. Available at:
<https://www.engagebay.com/blog/best-email-subject-lines/> [Accessed 5 July 2020].

8. M I S TA K E S T O A V O I D
• Most common mistakes that sabotage emails campaign and
stop from getting expected results from email marketing
Section 1

9. 1 . E M A I L I N G W I T H O U T P E R M I S S I O N
• Only email people can be potential clients
or existing clients, who have given you
permission to do so. A way to collect emails
and get people to give a permission is
putting a website opt-in box or newsletter
signup form as a way of getting people to
hand over their names and email address
and build a database, and opting in really
means they are giving you permission for
you to contact them via email.
Campaignmonitor.com. 2019. Opt-In Emails And Permissions In The Era Of GDPR (Updated).
[online] Available at: <https://www.campaignmonitor.com/resources/guides/permission/>
[Accessed 5 July 2020].

10. 2 . F R O M : A B C C O M PA N Y
• When building a relationship for business the email are not from
a company, they come from a from a real person. It is very
impersonal to use the ‘from’ field with a company name in order
to have a connection. Doing business are with people, but there
is an option to also add the company name, for example:
Marketo Marketing Blog - Best Practices and Thought Leadership. 2020. Healthy Database Example Email. [online] Available at:
<https://blog.marketo.com/2018/10/my-simple-secret-for-maintaining-a-healthy-database.html/healthy-database-example-
email> [Accessed 5 July 2020].

11. 3 . B O R I N G S U B J E C T L I N E
• Mainly big businesses make the mistake of not
putting effort on the subject line, and who have
thousands of newsletter subscribers. A subject
line suppose to catch the attention and an easy
way to do that is to include a benefit that
readers actually cares about in the subject line,
and that is how to get that email open.
Campaignmonitor.com. 2020. 7 Newsletter Email Subject Line Tips To Inspire You. [online] Available at:
<https://www.campaignmonitor.com/blog/email-marketing/2018/12/7-newsletter-email-subject-line-tips-to-inspire-
you/> [Accessed 5 July 2020].

12. M A I L C H I M P A C C O U N T
• Setting up an account
Section 2

13. S E T U P A C C O U N T
• I set up a free account to start with,
here the site will ask you for basic
details to have on a profile.

14. • There is plenty option but when
we start off is better to set a free
plan which allows up to 2,000
contacts. There is some limitations
with automation and templates

15. • Setting up my account with basic
details for the audience to
contact me.

16. • They will ask about business name
and website, also if you click ‘yes’
they offer a box to write your link so
you audience have access.

17. • It is recommended not to put
personal home address because
anyone accessing to a profile can
see it, so better use business
address or create a PO Box or
office unit.

18. M A I L C H I M P A C C O U N T
• Familiarising with the MailChimp layout
Section 3

19. • Import contact into
Mailchimp audience
using spreadsheet
program like Microsoft
Excel and save it into CSV
A D D A M A I L I N G L I S T T O Y O U R
M A I L C H I M P A C C O U N T

20. • Importing contacts
through CVS file option

21. • Making sure that the
columns in the file
match the fields

22. • This is how contacts are
imported to the audience

23. E M A I L C A M PA I G N
• Directing recipients to your blog website
Section 4

24. C A M PA I G N T E M P L AT E
• ‘Make an announcement’
Template, but it’s being
distribute differently.

25. • Image cards where
added with useful
information leading the
reading to the bottom.

26. • Short sentences to explain the
‘subscriber’ what is all about.
Also, implementing a way to
attract more visitors to subscribe
and get benefits too.

27. • Editing the email
campaign. In the subject
box is a short sentence
what is all about, clients
like to get something back

28. • Making sure to send a
test email before
sending to your
audience. Always a good
idea to doble check.