This document provides tips for effective email marketing strategies, including personalizing emails, timing email sends, optimizing content and sequence. It recommends personalizing every aspect of the email from the sender name to subject line. The best days to send emails are Saturday and Sunday which have higher open and click through rates than weekdays. Email content should match the landing page and deliver on promises from the subject line. The sequence of an email campaign should educate leads and include a clear call to action in each email.

1. Email Strategies That Just Plain Work!
Spencer Powell
Inbound Marketing Director
@spowell24
Enter questions/comments in the chat panel www.tmrdirect.com

2. The Death of the Newsletter
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The newsletter will dilute the
main call-to-action or the purpose
of the email. If you include a series
of blurbs or article summaries, the
attention of your recipients will
most likely be spread across these
tidbits of information as opposed to
staying focused on a certain
element.

3. The Death of the Newsletter
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The design of a newsletter becomes a much more
complicated task than other emails.
You’ll have to spend
some time deciding on
the right placement of
images and text,
alignment, and
prioritization of
information.

4. The Death of the Newsletter
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People like small chunks of information, but more often.

5. Personalization
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•Have the email sent from a person instead of the
company.
•Make it look like an actual human took the time
and effort to craft the message and will field any
responses.

6. Personalization
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Mass- Market
Campaigns
Personalized
14% Better
Response Rate!

7. All
Remodeling
Bathroom Kitchen
Custom Homes
Personalization
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Segment Your List!
Remodeling
Bathrooms Kitchens
Custom
Homes

8. Personalization
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Name
Company
Name
Industry
Interests
Wow! They
are talking to
me!
Personalize the Subject Line

9. Personalization
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Greet Recipient by
First Name
Reference Prior
Behavior
Call to Action Relevant
to Reader’s Behavior

10. Personalization
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Landing Page and Email Deliver the Same Message

11. Personalization
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Follow-up Email: Thanks the
customer for converting and
makes recommendations for
next actions

12. Timing
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Emails sent on Saturdays and Sundays
tend to have much higher click through
rates than those sent during the
business week.
Business
Week
Sundays
Saturdays

13. Timing
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This data is always
changing!
2 years ago, Tuesday was
the best day for opens
and clicks.
Saturdays
TuesdaysSundays

14. Timing
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•Unsubscription rates tend to peak
on Tuesday and are the lowest on
Thursdays.
•From an unsubscription
perspective, Saturdays are one of
the best days.
Tuesday
Thursday

15. Content
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•Your landing page should match the email in terms of
headline, copy, and content.
•The look and feel of your landing page should also match
the email.

16. Content
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What your email subject line promises,
the email message should deliver.
Because when readers don't get what
they're actually promised in the subject
line, click-through rates plummet -- and
in the long term, so will your email open
rates.

17. Content
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The opening paragraph recalls for the
reader why they're being emailed.
Example: they downloaded a piece of
content and the email is to follow up
on whether that content provided
helpful strategies to implement. By
reminding the recipient that you
know one another because they've
read great material from you in the
past, you have a greater likelihood
that they'll click through and redeem
your offer in this email.

18. Content
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Write emails in second person. Writing in the second person means you orient the copy
towards the reader, not yourself. Try using ‘you’ and ‘your’ instead of ‘we’ and ‘I’.
You & Your I & We

19. Content
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Talk about benefits, not features.
Benefits for you! Features of our product.

20. Content
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Be brief. It's more likely that you scan for important points so you can glean the overall
message, and decide whether you want to take any action. Don’t shove the whole story
down their throats.

21. Content
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Use actionable language in the call to action.

22. Sequence
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The first priority is to make sure you have something valuable to teach your leads.
Remember, you are an expert within your industry - continue teaching your leads something
new and they will be more than happy to receive your emails and continue engaging with
your business.

23. Sequence
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Talk about only one topic
and include a call to action

24. Sequence
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Keep it short. The lead should be able to glance at your email and within five seconds
know the value it provides to them.

25. Sequence
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Carefully planning the flow of your emails
will help you create well rounded
campaigns that pull your leads through
the sales funnel. The first email after the
initial conversion might be very
educational, while subsequent emails
should continue to educate while giving the
lead an opportunity to convert a second
time.
Customer!
Email
#3
Email
#2
Email
#1