You have been sending emails out to your contact lists, donors and fundraisers but you still get a low conversion rate? You are not sure how to get your customers involved and increase your sales via email marketing?

1. How to Send the
Right Email
5 steps Guide

2. Determine your Audience

3. 1. Understanding your audience is the most
important part of email marketing.

4. 2. First question: Who are you sending your emails
to?

5. 2. Your buyer’s journey: Make a detailed list of your
audience buying process.

6. 3. How they found your website? How did they
make a purchase? What did they buy?

7. Segment your Contact Database

8. 1. Develop your buyer personas at their decision
stage.

9. 2. Develop your personas based on their company,
industry, department, country, demographics, ect…

10. 3. Describe each personas decision stage on their
buyer’s journey & the events leading to a conversion.

11. 4. Know the search terms your personas used to get
to your website and the pages they visited.

12. Send the Right Email at the Right Time

13. 1. Know the stage you are in: You can’t send the
right email if you don’t understand the stage you
are in your campaign, marketing plan, etc..

14. 2. Find ways to captivate and engage your contacts
at all stages with email marketing.

15. 3. Examples: During awareness campaigns send out
video promotions. To get email sign up do webinars
& case study. Give price cut with free trials.

16. 4. Lead nurturing: Build a relationship with
prospects over time.

17. Optimize for Mobile

18. 1. Responsive on all devices

19. 2. Bigger is better: Make sure your email is
readable by just opening it.

20. 3. Clear and concise message: your contact should
know what your email is about only by scanning
trough or reading the headline.

21. 4. Avoid using heavy and unreadable fonts for your
emails or your contacts will close it in less than a
second.

22. Small Guide to Email Marketing

23. 1. Define a clear goal for your emails.

24. 2. Make it an email story line: Instead of sending 1
email send 2 to 3 as a story. This works very well for
fundraising.

25. 3. Personalize your emails: The person’s name, your
personal name and signature.

26. 4. Focus on engagement: Focus on conversions from
emails, so add links!

27. 5. Add a call to action

28. 6. Remember the details.

29. 7. Test and analyze: Always do an A/B email testing
on your templates.

30. Thank you!
Find more marketing tips on causeforwardus.com