This document provides guidance on starting a successful email marketing campaign from scratch. It discusses creating buyer personas to identify target customers, segmenting customer lists, and designing effective email content. Buyer personas are semi-fictional representations of ideal customers based on data about demographics, goals, challenges and information sources. Lists should be segmented based on specific goals, seasons, events or other criteria. Effective emails have a clear subject line, sender details, design elements, personalized value proposition, relevant imagery, calls to action, and are optimized for mobile and include a webpage version. Questions are asked throughout to engage participants.

1. Starting a Successful Email Campaign
From Scratch
Thank you for joining!
We will be going live at 11:30 MST

2. Today’s Presenters:
Marc Herschberger is an inbound marketing coordinator
at Revenue River
Kasie Hilburn is an inbound marketing specialist for one of
our partners, Mojo Media
#RaiseTheFlow
You can take to Twitter with questions and feedback for
our experts using our #RaiseTheFlow hashtag.
Tweet out your questions or commentary during and after
the webinar using the hashtag #RaiseTheFlow and
instantly connect with the presenters and marketing
experts.

3. What Revenue River Does:
Design Content Drive Visitors Generate Leads
Nurture Prospects Create Customers

4. Why Email Marketing?

5. Poll Question 1
Have you implemented an email marketing campaign
before?
If so, how successful was it?

6. Starting an Email Marketing Campaign from
Scratch
Buyer Persona: Who is your target customer?
Segmentation: What are the key differences between
the customers in your database?
Start Your Campaign: Create and send relevant content
to targeted audiences.

7. Buyer Personas
Definition: A semi-fictional representation of your ideal customer based on
market research and real data about your existing customers.
What are their key demographics?
What is their job title and seniority level? Are they decision makers?
What does a day in their life look like?
What are the pain points that you can help solve?
Where do they go for information?
What experience are they looking for when seeking out your product or
service?
What are their most common objections to your product or service?

8. Buyer Persona Example
Owen the Business Owner
Demographics
• Age: 35-55
• Income: $100,000-1,000,000
• Education: College-Graduate School
Roles in the Organization
• Executive
• Management
• Business development
Goals
• Support Sales Team
• Acquire New Customers
• Position Company as an Industry Expert
Challenges
• Limited Expertise
• Too Little Time
• Poor Assets

9. Poll Question 2
Have you created buyer personas before to aid your
marketing efforts?

10. Segmentation
Definition: Dividing a broad list or database into subsets of consumers who have
common needs and priorities, and then designing and implementing strategies to
target them.
Persona Lifecycle Stages Past/Recent
Interactions

11. Creating a Campaign
Choose a Segmented List
Choose a Topic
Create an Email

12. Choose a Segmented List
Specific goals
Seasons
Events

13. Choose a Topic
Promote a Free Offer
Promote an Event
Share Company Updates, News or Blogs

14. Create an Email: Anatomy of a 5 Star Email
Subject Line
Sender Email
Design & Branding
Personalization
Value Proposition
Imagery
Calls-to-Action
Social Sharing
Webpage Version
Mobile Optimization

15. Subject Line & Sender Email
Sender Email
• From real person
• From personal email
• Sender bio
Clear, Attention- Grabbing
Subject Line
• Address reader’s concerns
• Actionable language
• Clear and explicit
• Short (>50 Characters)
• Avoid spammy words

16. Design & Branding
Company Logo
Font
Color Scheme

17. Personalization & Value Proposition
Personalization
• First name
• Last name
• Company name
• Qualifiers
Value Proposition
• First sentence
• Own paragraph
• Bolded

18. Imagery, Calls-to-Action & Social
Relevant Imagery
• Formatting
• Size
• Alt tags
• Hyperlink
Call-to-Action
• Primary
• Secondary
Social Sharing Icons
• Bottom of Email
• Custom image or text link

19. Webpage Version & Mobile Optimization
Mobile Optimization
• Send test & open on phone
• Check for:
• Image formatting
• Paragraph formatting
• Load time
Webpage Version of Email

20. Poll Question 3
Now that you know what a five star email looks like, how
do your current emails compare?

21. Thank You!
www.revenueriver.co marketing@revriv.com 303.945.4341