8. WITH AN ROI OF 38-1, EMAIL MARKETING IS
ONE OF THE BEST INVESTMENTS YOUR
BUSINESS CAN MAKE.
9. Email is a channel that you own. You will always have a 1:1 relationship with your
contacts.
10. THE CORE PRINCIPLES OF
EMAIL MARKETING
◉ The rise of mobile devices
◉ The significance of segmentation
◉ The power of personalization
◉ The importance of data-driven analysis and
optimization
11. THE CORE PRINCIPLES OF
EMAIL MARKETING
◉ The rise of mobile devices
◉ The significance of segmentation
◉ The power of personalization
◉ The importance of data-driven analysis and
optimization
13. THE CORE PRINCIPLES OF
EMAIL MARKETING
◉ The rise of mobile devices
◉ The significance of segmentation
◉ The power of personalization
◉ The importance of data-driven analysis and
optimization
14. 62%
agree or strongly agree.
When asked to rate the statement: “Most of the marketing emails I
receive include no content or offers that are of interest to me.”
15. THE CORE PRINCIPLES OF
EMAIL MARKETING
◉ The rise of mobile devices
◉ The significance of segmentation
◉ The power of personalization
◉ The importance of data-driven analysis and
optimization
16. JUST BECAUSE YOUR EMAIL
WENT OUT TO 10,000 PEOPLE
DOESN’T MEAN IT HAS TO READ
LIKE IT DID.
17. THE CORE PRINCIPLES OF
EMAIL MARKETING
◉ The rise of mobile devices
◉ The significance of segmentation
◉ The power of personalization
◉ The importance of data-driven analysis and
optimization
21. LIFECYCLE MARKETING
How you communicate with your contacts – from their
first point of contact all the way through their lifespan
as a paying customer.
24. A sample customer lifecycle
◉Become interested in your company’s type of software
◉Learn about your product
◉Use your product’s demo
◉Love the demo
◉Remove the restrictions on the demo by buying the full
version
◉[Months or years in the future] Upgrade to a new version
of the software
26. HOW TO USE EMAIL TO DO
LIFECYCLE MARKETING
◉ Map the content in your emails to the buyer’s journey
◉ Identify key touch-points in your marketing and sales
process
28. HOW TO USE EMAIL TO DO
LIFECYCLE MARKETING
◉ Map the content in your emails to the buyer’s journey
◉ Identify key touch-points in your marketing and sales
process
41. BUYER PERSONAS
Semi-fictional representations of your ideal
customer based on real data and some select
educated speculation about customer
demographics, behavior patterns, motivations,
and goals.
42. EXPLICIT DATA IS INFORMATION
THAT IS INTENTIONALLY SHARED
BETWEEN A CONTACT AND A
COMPANY.
44. Explicit Data
• Contact information
• Company Information
• Form Submission
EXPLICIT AND IMPLICIT
Implicit Data
• Email engagement
• Web analytic history
• Conversion data
45. Build separate lists for your subscribers, leads and customer.
These lists ensure that you send the right person the right
message at the right time.
Personas give you a clear picture of who will be receiving your
email.
Think about business-specific info your company might need to
track.
49. BEST PRACTICES FOR HIGH-
PERFORMING EMAILS
◉ Determine a good primary goal for your email
◉ Optimize your email for opens
◉ Compel your reader to action
50. BEST PRACTICES FOR HIGH-
PERFORMING EMAILS
◉ Determine a good primary goal for your email
◉ Optimize your email for opens
◉ Compel your reader to action
51. BEST PRACTICES FOR HIGH-
PERFORMING EMAILS
◉ Determine a good primary goal for your email
◉ Optimize your email for opens
◉ Compel your reader to action
52.
53. CRAFTING A GREAT SUBJECT
LINE
◉ Shorter is better
◉ Avoid salesy language
◉ Keep it straightforward
◉ Personalize
54. CHOOSING YOUR FROM
NAME AND EMAIL ADDRESS
◉ Use a company address, not a free webmail account
◉ Don’t send emails from no-reply
◉ Use an address that indicates the purpose of the send
◉ Customer lifecycle should dictate who the email comes
from
56. BEST PRACTICES FOR HIGH-
PERFORMING EMAILS
◉ Determine a good primary goal for your email
◉ Optimize your email for opens
◉ Compel your reader to action
57. WRITING EFFECTIVE EMAIL
COPY
◉ Write for scanability
◉ Use the right tone
◉ Personalize
◉ Make it readable on any screen
◉ Proofread, proofread, proofread
◉ Mix it up
58.
59. PREVENTING ERRORS IN
YOUR EMAIL
◉ Send yourself a test. Check it on your computer and
your phone
◉ Try to read your email without images.
◉ Click on all of the links
◉ Make sure your unsubscribe link is working
◉ Test your email in popular apps and programs
61. MAKE EACH COMPONENT OF
YOUR EMAIL A CALL-TO-
ACTION
◉ Don’t use vague phrases
◉ Link images to your offer’s landing page
◉ Hyperlink the appropriate copy in the email
◉ Edit alt-text of images and CTAs
79. EMAIL IMAGES AND
STYLING TIPS
◉ Add alt-text to your images
◉ Avoid creating your email as a single image
◉ Define the width and height of your images
81. DESIGNING FOR MOBILE
DEVICES
◉ Use mobile-friendly templates
◉ Move your call-to-action above the fold
◉ Font should be minimum 14pt font
◉ Avoid the “wall-of-text” by using line breaks
◉ Your call-to-action should be at least 44 x 44 pixels
88. EMAIL BOUNCE
A bounce is an email that for some reason was
rejected by the recipients mail server.
89. MOST COMMON TYPES OF
BOUNCES
◉ Recipient bounces
◉ Content bounces
◉ Reputation bounces
90. BOUNCE CODE
CODES THAT START
WITH A FOUR MEAN
IT’S A TEMPORARY
BOUNCE. YOU CAN
TRY AGAIN LATER.
CODES THAT START
WITH A FIVE MEAN
THE EMAIL ADDRESS
SHOULD NEVER BE
TRIED AGAIN
BECAUSE IT WILL
NEVER WORK
91. RECIPIENT BOUNCES
Have a 500 or 550 bounce code. Their message
usually tells you this is either no good or never was
good. Also called unknown user bounces.
92. CONTENT BOUNCES
Have a 571 or 554 code. The mail server, anti-spam
service, or software protecting the mail server
determined that your content was kinda gross.
93. WHY CONTENT BOUNCES
HAPPEN
◉ They didn’t like something you linked to
◉ You didn’t have enough actual text content in the email
◉ Your email copy looks like content that they have
previously marked as spam
◉ Your email copy was loaded with spelling errors
94. REPUTATION BOUNCES
Some system between you and the recipient’s
mailbox made a judgment call based on your
reputation and refused to deliver the message. The
bounce codes are either 571, 554, or sometimes 471.
95. GETTING MARKED AS SPAM
WILL IMPACT YOUR ABILITY
TO SEND EMAILS TO PEOPLE
WHO LOVE THEM.
96. Avoid Sending Spam Email &
Improve Your Email
Deliverability
◉ Don't buy or rent email lists.
◉ Don't email people who have bounced repeatedly
◉ Don't use all caps anywhere in your email or its subject
line.
◉ Don't embed forms in your emails.
◉ Don't use spam trigger words.
97. Link shorteners are used by spammers to hide where their links
will actually end up.
Email service providers will stop showing greymail to
subscribers
98. HOW TO COMBAT
GREYMAIL
◉ Send re-engagement campaigns, then stop sending
emails to the ones that don’t re-engage
◉ Increasing segmentation
◉ Removing contacts from your database who are no
longer engaged
103. BEST PRACTICES FOR LEAD
NURTURING
◉ Decide how to use lead nurturing for your business
◉ Learn how to build a great individual workflow
◉ Communicate with your leads based on their behavior
104. BEST PRACTICES FOR LEAD
NURTURING
◉ Decide how to use lead nurturing for your business
◉ Learn how to build a great individual workflow
◉ Communicate with your leads based on their behavior
105. BEST PRACTICES FOR LEAD
NURTURING
◉ Decide how to use lead nurturing for your business
◉ Learn how to build a great individual workflow
◉ Communicate with your leads based on their behavior
106. THE APPROACH YOU SELECT
WILL DEPEND ON SEVERAL
FACTORS:
◉ How many leads do you get each month?
◉ Through which channels do you get generate those
leads?
◉ Do you have a sales force? If so, how many reps do you
have?
◉ What is your business model?
◉ How long is your sales cycle?
108. BEST PRACTICES FOR LEAD
NURTURING
◉ Decide how to use lead nurturing for your business
◉ Learn how to build a great individual workflow
◉ Communicate with your leads based on their behavior
123. THE TYPES OF METRICS YOU
SHOULD TRACK
◉ Individual email metrics
◉ Email channel metrics
◉ Email health metrics
124. GOALS FOR YOUR EMAIL CHANNEL
METRICS
• How people engage with your emails.
• How email impacts your ability to move people through your
funnel.
• How effectively you can use email to drive traffic to specific
events
• How your email database is growing or decaying.
126. THE TYPES OF METRICS YOU
SHOULD TRACK
◉ Individual email metrics
◉ Email channel metrics
◉ Email health metrics
127. MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION
128. MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION
Bad subscriber
expectations
• Give people more
options
• Set better expectations
129. MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION
Bad subject line
Write a short, to-the-
point, non-salesy subject
line
130. MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION
These contacts are not
engaged
Send them a specific offer
that will entice them to re-
engage
131. MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION
Your offer isn’t relevant
This is often a function of
poor segmentation. Look
to the Buyer’s Journey and
Buyer Personas to improve
your email.
132. MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION
You have deliverability
issues
You never made it into the
inbox in the first place. Go
to Email Deliverability
chapter
133. MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM SOLUTION
134. MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM SOLUTION
The CTA isn’t prominent
enough
Make sure your CTA is
prominent, well-placed,
attention-grabbing and
action-oriented
135. MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM SOLUTION
Your email is trying to do
too many things
When someone opens an
email, it should be crystal
clear what they are
supposed to do.
136. MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM SOLUTION
Subject line and content of
the email are not aligned
Don’t bait and switch you
readers
137. MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM SOLUTION
Your email is not
optimized for mobile
Use mobile-responsive
templates, and design
your emails with mobile in
mind
138. MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW
PROBLEM SOLUTION
139. MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW
PROBLEM SOLUTION
Poor alignment between
content in email and offer
on landing page
Clearly and accurately
demonstrate the value of
your offer through the
entire user experience,
from inbox to conversion
140. MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW
PROBLEM SOLUTION
You have a bad landing
page
Use landing page best
practices • A clear and
compelling headline •
Visual emphasis on value
of offer • No navigation or
menu links • A form whose
length mirrors the value of
the offer
142. Setting up a test
1.Segment
your
database
2. identify
opportunitis
in your
funnel
3. Design
experiments
4.Prioritize
the
experiments
143. EMAILS ARE NOT GETTING OPENED
Hypothesis #1:
Your emails are ending up in the Gmail promotions tab
Solution:
To avoid getting marked as a promotion:
• Emails should sound personal
• Remove images
• Avoid using sales-y language
144. EMAILS ARE NOT GETTING OPENED
https://litmus.com/gmail-tabs
145. EMAILS ARE NOT GETTING OPENED
Hypothesis #2:
Your subject line contains characters and words that trigger the
recipients spam filter.
Solution:
Improve your subject line
Avoid emojis
Remove sales-y words
Align subject line with email content
147. EMAILS ARE NOT GETTING OPENED
Hypothesis #3:
Your emails are arriving at the recipients inbox at a time that does
not suit them to open it
Hypothesis #4:
The subject line is not compelling.
Hypothesis #5:
You’re sending too many emails.
