The document discusses the importance and effectiveness of email marketing. Some key points made include: - Email has the lowest barrier to access and people regularly check their inboxes for both personal and work communications. - Email marketing generates significantly more clicks and conversions than social media marketing, with email clicks being around 24 times higher. - Following best practices like regular content, varied styles, including fun, and testing subject lines can help improve open and click-through rates. - Well crafted email campaigns can drive product launches and engage customers to take desired actions. In the long run, email is the foundation of internet marketing.

1. The Primacy Of
Email Marketing
By Juho Tunkelo

2. Why Email?
Email Is The Lowest Common Denominator -
Like It Or Not Everyone Has And Uses Email
You Still Need Email To Do Anything Else -
Even Social Media Etc.
The Email Frame Of Mind Is Either Important
Or Friends - Either Way, Email Gets Opened

3. The Big Difference
People Regard Email Differently Because:
Friends Send Emails That Cannot Be Missed
Work Related Emails Cannot Be Missed
Even The Best Fun Stuff Comes In Email
Even With Filters In Place, Deliverability And
Open Rates Are The Best Around In Email

4. How Big A
Difference?
Oh About... 24 Times More Response
50 Clicks From Facebook, Twitter And Google+
Combined Versus...
1200 Clicks From Email!
It Goes Just Like This If You Simply
Tend To Your Email Garden Well Enough

5. Best Practices
Email Regularly - Expectation Is Key To
Response!
Vary Content - Just. Don’t. Be. Boring! :)
Vary Style - Sometimes Write It All In Email,
Sometimes Just Send A Link, Different
Personas And Situations
Don’t Forget FUN- Key To “Know-Like-Trust!”

6. Follow-Up Vs.
Broadcast
Follow-Up: An Automated Sequence Of
Messages Leading Up To Promotion
Broadcast: A One-Time Message Sent To All Or
A Segment Of The List For A Specific Purpose
Timed Broadcast: A Campaign Sequence
Triggered By A Click, By RSS Feed Etc.

7. The Subject Line
Open Rate Determines Conversion Rate!
Curiosity, Personalization, Newsy, Unexpected
Benefit, Popular Tie-In, ...
Subject Lines In The Form Of A Question Tend
To Work Quite Well - Experiment?!
Make Sure You Tell An Important Part Of The
Story... But Leave It For Message To Complete!

8. Messages That
Get Read
Compelling First-Person Stories And Accounts
Promises Of Unique Personal Benefit
Success Stories Fully Explained
+ Much More...

9. The Clickables &
Call To Action
If You Include An Image, Make Sure It’s
Clickable (Most Cannot Resist Clicking...)
If The Email Is In Plain Text, Include Eye
Direction Towards The Link
If The Email Is HTML, Always Craft Link Text
With Care - Make It A Compelling Command!

10. HTML Or Plain Text?
HTML: Nice Look And Consistent Imaging
Plain Text: Much Better Reliability, Focus On
Message
Combined: HTML That Looks Like Plain Text -
You Get Better Stats, Etc.

11. Emails Drive
Engagement!
Orchestrated Email Broadcasts Drive Product
Launch Success - All About Triggering Actions
Can Be Ad-Hoc Or Automated Launch (Rolling
or Evergreen) Depending On The Situation
Well-Used Emails Generate Expectation Of
More And Of Important Inclusion

12. In The Long Run...
Email Marketing Is The Heart And Soul Of
Internet Marketing - It Drives Everything Else
It Pays To Learn The Fundamentals - Then
Adapt And Test Through Repetition
Best Practices... Are The Ones You Find To Be
Working Best For You.

13. Practice,
Practice,
Practice.