1 Smarketing An Introduction to Email Marketing Best Practices Ellie Mirman @ellieeille
Jul 12, 2015
1
Smarketing
An Introduction to Email Marketing Best Practices
Ellie Mirman @ellieeille
1 Why
Email is
Effective
If email was a country, its
1.4 billion users would make
it the largest in the world. Source: Email Marketing Reports
92% adult
US Internet
users send or
read email.
Source: Pew Internet and American Life Project data
2 The
Legal
Stuff
CAN-SPAM
Controlling the Assault of Non-Solicited Pornography and Marketing
CAN-SPAM Basics
Create and maintain a “Do Not Email” (DNE) list
Make your opt-out process “uncomplicated”
Include your company name and physical address in all emails
1
2
3
3 Marketing
Best
Practices
Good email is timely.
Source: HubSpot Science of Email Marketing
Good email is relevant.
Segmented emails get
clicks
Source: MarketingSherpa
Good email is valuable.
Good email is something someone would want to receive.
Good email has a call to action.
Good email leverages relationships.
From a
recognizable
name and
address with
real reply-to
Add a
personal
touch
Connect in
multiple
ways
Good email is readable.
Don’t rely
on images
Good email is readable.
Source: HubSpot Science of Email Marketing
Optimize for
mobile
Good email results in the desired action.
Best practices may not be best.
Source: HubSpot Science of Email Marketing
Most popular days
to send email.
Source: HubSpot Science of Email Marketing
Best practices may not be best.
4 Types
of
Emails
No matter the type of email…
Know your goal.
5 Types of Email
Newsletter or Digest
Dedicated Email
Lead Nurturing
Sponsorship/Partner Emails
1
2
3
4
Transactional Emails 5
Newsletter or Digest 1
Pros:
• Brand awareness
• Repurpose content
• Diverse content
Cons:
• Diluted call-to-action
• Design challenges
Dedicated Email 2
Pros:
• Focused call-to-action
• Easy to build
• Fast to measure
Cons:
• Less consistent
• Homogenous content
Lead Nurturing 3
Pros:
• Timely
• Automated
• Targeted
Cons:
• Generates less
concurrent buzz
• Passive tracking
Sponsorship/Partner Emails 4
Pros:
• Highly targeted
• Exact ROI
Cons:
• Paid
• Dedicated resources
Transactional Emails 5
Pros:
• High click-through-
rates
Cons:
• Can create an extra
step/obstacle
It’s not just about what you’re emailing.
It’s about who you’re emailing.
58%
WHERE to sign up
WHY sign up
WHAT you’ll get
Give people another reason to
give you their email address.
Give people another reason to
give you their email address.
Some hurdles are ok.
Immediately get them engaged.
After setup, provide next steps.
5 Email
Analytics
101
7 Email Marketing Metrics
Bounce Rate
Delivery Rate
List Growth Rate
Click Through Rate
7 Email Marketing Metrics
Conversion Rate
Open Rate
Unsubscribe Rate
Test & Measure
Subject line
From name
Offer
Time/day
sent
Test & Measure
THANK YOU.