Email enables you to have a one-to-one dialogue with each of your customers, at scale. From persuading potential customers into making a purchase and welcoming them to your brand’s experience when they convert, to rewarding them for returning time and time again and tempting them back when they’ve been absent for a while. Join the Email Marketing experts at Mailjet for a lunch and learn session, exclusive to WeWork members and learn the fundamentals of Email Marketing. This is suited to all who are starting email marketing or looking to improve their current strategy.

1. WeWork Lunch & Learn
Email Marketing
Best Practice
Josie Scotchmer
@mailjet

2. uk.mailjet.com 4
Where are you with Email?
QUESTION

3. (1) The Radicati Group, 2015 (2) DMA, 2015 (3) Marketing Sherpa, 2015
3
Invest to stay ahead
Why EMAIL is the
most effective
communication
channel ...
2.6 Billion Users
36% of the global population
has an email address (1)
Best ROI
Average ROI of £38 for
each £1 spent (2)
Preferred Channel
72% of consumer prefer to be
contacted by email (3)

4. 4
... but sending emails is
a challenge
2/3 emails are sent to SPAM (1)
It requires efforts to be seen as legitimate
21% of legitimate emails land in SPAM
Inbox placement declined by
4 points between 2014 and 2015 (2)
Email creation is a nightmare
Emails are now viewed on multiple screen sizes more
than ever
130+ emails received per day
People receive more than 130 business
and private emails a day (3)
(1) Symantec, 2015 (2) Return Path, 2015 (3) The Radicati Group, 2015

5. If it doesn’t go to plan, what goes wrong?
5
It is often a vicious circle
Limited internal
email expertise
Best practices are
not always followed
Low quality
contact base
Batch and blast
miss its target
Emails are landing
in spam and ISP
relations are poor
Low open and click
rates, high spam
and bounce rates

6. 6
The Different Types of Email
Marketing Transactional

7. 01 Email Best Practice, Contact
List Management
Optimising your metrics
How Mailjet can help you
02
03
What
you’ll
learn
04
Segmentation, Targeting,
Personalisation

8. Contact List Management
Improve your open rates
01
Collect engaged
contacts
8
Enrich your
database with
other information
that email
Customise and
segment
your emails
Remove blocks,
bounced emails,
unsubscribes,
inactive contacts

9. Collect Engaged Contacts
From your other channels
02
Website
9
Blog Facebook Twitter
Attention
Do not buy data or contact lists

10. Enrich Your Database
Data is king
03
10
Email
Age Gender
LocationLoyalty Programme
Purchase Data
Customise and segment your mailings for increased marketing efficiency

11. Secret Weapons of Email
Make your contacts want to open your email
04
From Name
11
Subject Line Pre-header
Date

12. Improve Your Metrics
AX
05
12
Always Test

13. 13
When Your Email Marketing Strategy Is On Point
Virtuous Email Circle
Autonomous &
accompanied marketing team
Base is unique
to the company
Highly engaged
database
Segmentation
on preferences
& behaviour
Outstanding results
Outstanding
sender reputation

14. Optimise the design
The rules of email design
06
14
Rest of the content,
ideally in single column
350 px
Best height for CTA
600 px max
Think responsive
Device, browser, email client…
Fonts count
Use generic fonts or light images
The size counts
Most emails are opened on mobile first

15. Optimise the design
The rules of email design
07
15
Clear Value Proposal
Visible calls-to-action
Design on 1 column

16. 16

17. Optimise the design
Optimise the CTA
08
17
Main CTA
In the email’s header and footer
Other CTA’s
Smaller and varied (sizes and colours)

18. Optimise the design
Optimise the CTA
09
18
Main CTA
In the email’s header and footer
Other CTA’s
Smaller and varied (sizes and colours)

19. Optimise the design
Balance of text and images
10
19
Too many images
Not enough information and context
Too much text
The users do not take the time to read

20. Optimise the design
Use the space
11
20
Busy emails end up in the trash
Too much white space &
you’ll lose your readers
Do Don’t

21. Optimise the design
Be yourself
12
21
Always use your logo
Keep it consistent with your brand
Repurpose website/blog graphics

22. Optimise the design
Use colour
13
22
Eye catching
Align with your brand
Make your emails memorable

23. Optimise the design
Create responsive emails
14
23
Mailjet Passport
MJML
Litmus
Email on Acid

24. 24
Who Is Mailjet?15
A single
email provider
Manage marketing &
transactional emails
Collaboration framework
between marketing and IT
World-class
deliverability
Increase inbox placement
with our tools & services
Tight link with Mailbox
Providers
Tailored support
& consulting
Dedicated customer
success & support teams
Help increase the KPI that
matter for your business
Key community player

25. 25
Manage your emails from creation to ROI analysis16
Intuitive drag-and-drop interface
with Passport
HTML editor with live preview
A / X Testing
Design effective emails
Segmentation by profile and
behaviour
Monitoring of deliverability
IP traffic management
Feedback
Real-time statistics
Comparison of campaigns
Understand and
refine
MANAGE AND INTEGRATE
Rights management
API Integration
Create Send Optimise

26. 26
Consulting and tailor-made services17
Continuous control and improvement of deliverability
Improvement of the strategy thanks to the support of our specialists
Audit
Integration
Support for IP
OnBoarding
Qualification
& Planning
Training
Technical & functional support
Strategy Consulting
Cruise
Bespoke follow-up
and training
Account Setup
Dedicated IP address
Reputation Tracking
Analysis and recommendations
Take-Off
Technical Configuration
Tracking

27. 27
40,000 Happy Clients
27

28. 3 months free
Silver Premium
Plan (150,000
emails/month)
Code: WEWORK15
Give Email A Try

29. Any Questions ?
uk.mailjet.com/blog

30. Thanks
Josie Scotchmer
@mailjet