Understand the basic process, best practices and do's and don'ts of email marketing, the importance of mobile-first, top trends, subscriber segmentation, email and blog automation and top email marketing software.

1. Email Marketing in 2017
Presented by Kelly Campbell
Web, SEO & Digital Marketing
Consultant

2. 
Email Marketing
• Basic Process
• Best Practices
• Do’s + Don’ts
• Mobile First
• Top Trends 2017
• Segmentation
• Automation
• Software
In 2016, across all sectors, email
marketing produced a 3,800% ROI
($38 for every $1 spent).
Source: https://www.campaignmonitor.com/blog/email-
marketing/2016/01/70-email-marketing-stats-you-need-to-know/

3. Basic Process

4. Best Practices
Be Relevant & Persuade With Emotion
Send targeted messages to select lists
Don’t sell your product, sell its benefits
Make It Responsive
Ensure emails adapt to recipients’ devices
A/B Test Everything
See what works best and move on to the next
Give Before You Take
Offer value before asking for transaction
Keep a Clean List
Remove unresponsive subscribers

5. Do’s & Don’ts
DO
• Personalize (not just First Name)
• Segment
• A/B Test Subject Lines & Content
• Highlight CTAs (Call(s) to Action)
• Try Different Software Providers
• Integrate with CRM
• Include Your Physical Address
• Optimize for Mobile Devices
DON’T
• Spam (It’s Not Cool)
• Batch and Blast
• Use Spammy Verbiage (i.e. free,
special, guarantee, etc.)
• Rely on Graphics Alone (Image to
Text Ratio)
• Email Too Frequently
• Send From “No-Reply” Address
Source: https://sendgrid.com/resource/2017-email-marketing-guide-a-z

6. Why Mobile First?

7. Top Trends 2017
Email Content + Data
• Mobile First/Only
• Video Embedding (and 360º Video)
• Animation (.gifs)
• Advanced Personalization
• SMS Text Campaign Component
• Remarketing
• Paid Promotion/Sponsored Content
and Influencer Marketing
The takeaway? Relevance is king!

8. Segmentation
Sources: https://conversionxl.com/guide-to-email-segmentation/
https://mailchimp.com/resources/research/effects-of-list-segmentation-on-
email-marketing-stats/
Segment Samples
• Buyer Personas
• Demographics
• Geographic Location
• Weather Conditions
• Average Order Size
• Last Order Data
• Product(s) Purchased
• Product(s) Browsed
Why Segment?
(compared to non-segmented campaigns)
Total Opens: 14.31% higher
Unique Opens: 10.64% higher
Clicks: 100.95% higher
Bounces: 4.65% lower
Spam Reports: 3.90% lower
Unsubscribes: 9.37% lower

9. Automation
Workflows + Triggered Emails
• Welcome (Initial Discount,
Advice to Add to Address Book)
• Cross-sell / Up-sell
• Alerts (New Offerings, Features)
• Promo Reminders (Time-Sensitive)
• Augmented Transactional
Source: https://econsultancy.com/blog/63003-20-automated-emails-your-
customers-won-t-delete/
• Customer Surveys
• Abandonment (With Incentive)
• Newsletter & Blog Automation
• Birthdays / Anniversaries
• Loyalty / Rewards Programs
• Win Back

10. Software
Source: http://www.capterra.com/email-marketing-software/
Top 20: http://www.capterra.com/email-marketing-software/#infographic