Everything businesses and marketers need to know to begin with email marketing. From email drafting to deliverability in the inbox, learn the A to Z of how emails make customer communication worthwhile (even break if done wrong). Take your time to understand the email checklist and don't miss to go through the do's and don'ts.

1. It all starts with an E
ail…

2. We’ll discuss
 How to get started right
 How to tackle spam filters
 True metrics to rely on
 Emails to be and not be sent
 Making the most of emails with Automation - Drip marketing
 Do cold emails work?

3. Marketers (including myself) often think,
“is email marketing worth? And why I should do it?

4. A checklist of events when people expect emails. Times when,
 a visitors engages with your website first time, e.g. sign up.
 you receive a new blog subscriber (don’t forget to be GDPR compliant).
 you need to keep your blog subscribers (old & new) engaged and updated
 a prospect makes an enquiry, e.g. chatbots, schedule a demo or request a call back.
 you get a new lead via ads/marketing, e.g. Facebook/Adwords/Linkedin/Quora/others.
 you need to keep leads engaged until they buy from you (sent after a certain intervals)
And a lot other micro interactions matter...

5. To get started right, make sure you have these answers - 5Ws1H
hat you want to convey: a clear message
hom you plan to address: a recipient who knows you (subscribers)
here should the emails land: the inbox (coming up)
hen should you hit ‘send’: A/B testing
hy must you send emails: people expect email acknowledgement/engagement
ow can you do all of the above: a thoughtful email plan and a decent platformH

6. Reach customers, not spam filters
What are spam filters?
Spam filters are tough barriers which keep phishing, malicious, uninvited, and generic emails from entering
your inbox.
Why should you avoid them?
To get your emails to the inbox and let your people read, engage, and reciprocate.

7. Let’s see how…
 Avoid over-friendly subject lines
 Get over emoticons & exclamations
 Use same sender and envelope domain
 Filter out spam words like sale, live, free
 Steer clear from generic, salesy content
 Try not to get blacklisted

8. Steps to become Inbox ready
 Pick a reputable ESP (email service provider) e.g. Mailchimp, Sendy, Litmus.
 Get your sender (sub)domain verified.
 Avoid copy-paste styled HTML emails to keep element source original for Google's recognition, e.g. inline images,
banner image, CTA buttons, etc.
 Remove needless scripts from HTML source code.

9.  Test your email and domain reputation before hitting ‘send.’ tools like mail-tester.com and glockapps.com can help.
Steps to become Inbox ready

10.  Keep your email size light; often up to 100kb is recommended.
 Filter out bounceable emails before rolling out your campaign. External tools like Neverbounce, Zerobounce, others can
help.
 Keep the unsubscription URL working.
 Warm up the domain by sending tiny chunks viz. 10, 50, 100, 150, 200, rising gradually.
 Avoid huge bulks sends even in the long run.
Steps to become Inbox ready

11. Metrics to measure email performance
% Open rate
 Click rate
 Conversion / Response rate
 Delivery rate
 Bounce rate
 Unsubscribe rate

12. Open rate Click rate
True metrics email marketers should rely on
%

13. Click rate
True metrics email marketers should rely on
%

14. Conversion/
Response rate
Unsubscribe
rate
True metrics email marketers should rely on
%

15. Conversion/
Response rate
True metrics email marketers should rely on
%

16. Action-based emails
Weekly / monthly newsletters
Occasional greeting emails
PR, social mentions and broadcasts
Dutiful transactional emails
Important / ethical customer updates
Emails you should always/never send

17. Poorly drafted emails
Too short / long emails
Unresponsive emails
Badly targeted emails
Non-trackable emails
Too frequent emails
Emails you should always/never send

18. Emails are incomplete without Follow Ups…

19. More sales with Email Automation aka Drip Marketing: An illustration
Day 1, email 1

20. Day 5, email 2

21. Day 7, email 3

22. Day 9, email 4

23. Two months later....

24. Day 1, email 1

25. Day 3, email 2

26. Day 6, email 3

27. Day 9, email 4

28. Sending personalized situational emails are also a good idea!
Platforms that can help:
Anyleads, ReplyUp,
Hubspot, Optinmonster

29. Do cold emails work?
Standard cold email open and click rate in the industry is 12-25%
and 1-3% respectively.

30. If your email looks like this,
it’s likely it won’t yield reults.

31. A slightly improved email:

32. Results:

33.  Give value, don’t ask for favor
 Appear natural, not salesy
 Keep the unsubscribe working
 Don’t email again if they ask you not to
 Don’t forget to follow up
Key takeaways:

34. Success via cold email is a gradual process.
If your first few campaigns don’t work, try again!

35. Thank you