Email is still a highly effective marketing channel, with usage growing 28% in the past year and one of the highest ROIs. To get the best results from email marketing, marketers should utilize personalization features, automate emails using autoresponders and drip campaigns, include dynamic content tailored to recipients, and ensure emails are optimized for mobile devices. Personalization includes using first names and segmenting lists, while automation involves triggering emails based on user actions and sending scheduled content over time.

1. Email Marketing Basics
Making the most of your email investment
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2. Email is not dead
Its very much alive and usage grew 28% in
the past year.
Email has one of the highest ROIs of digital
marketing, and is ranked the best digital
marketing channel of 2014.
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3. How can you get the best results from email?
Make the most of your email investment by using as many of the
email service features as you can.
Make use of functions such as personalization, automation,
dynamic content, and mobile optimization.
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4. Personalization
Personalize your email whenever possible. How?
• Use the variables feature of your email provider. Include First Name,
Full Name, or other information that you have gathered about your
subscriber whenever possible.
• Segment your email lists. Divide your lists into as many sub-lists or
different lists as possible based on demographic information, user
behavior (most opens / clicks / etc.), and where your user subscribed
from (blog, homepage, social media, etc.).
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5. Automation
Automated emails have some of the highest open and click through
rates.
There are two main types of automated emails: Autoresponders and
Drip Emails.
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6. Automation: Autoresponders
Autoresponders are triggered when a users performs a task, such as
filling out a form on your website, subscribing to your mailing list, or
purchasing a product.
By sending an email that is triggered by this activity, they are more
likely to open, so you have a good chance of making a sale or upsell, or
getting them to connect further through social channels.
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7. Automation: Drip Emails
Drip Emails are pre-written emails that will “drip on”, or send over a
specified period of time to a subscriber.
When a user performs a certain activity, like purchasing a product, you
can have them automatically entered into a drip campaign that will
send them special product deals, upsells, or information based on their
purchasing activity.
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8. Dynamic Content
Dynamic content changes the html being displayed based on the user.
It can be used for both prospect and client communications, in a
monthly newsletter, webinar blast, or other marketing-related email.
For example, a newsletter can display upcoming events based on the
recipient’s location. A webinar email sent to a list of prospects can
serve up beginner, intermediate, or advanced topics based on a
prospect’s score or interests.
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9. Mobile Optimization
Many people, particularly businesspeople,
check their email frequently on their
mobile devices.
Make sure your emails are mobile-friendly.
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10. What next?
Start emailing!
Collect emails from anywhere you
can and stay connected with your
audience.
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