This document outlines 21 email marketing tactics used by top brands that can be adopted, including tactics for sign-ups, follow-ups, building credibility, images, personalization, calls to action, mobile optimization, landing pages, and unsubscribes. It also discusses the results of an analysis that found most brands' emails were legally compliant and had compelling calls to action and propositions but lacked shareability, mobile optimization, and strong copywriting.

1. Digital Marketing Priorities 2013
Brought to you by:
21 Smart Email Tactics You Can Use
Today
Skip Fidura - @SkipFidura
Client Services Director
dotMailer
Discover the smartest email marketing tactics being used by the world’s
biggest brands – and start using them today.
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About SmartInsights.com
Actionable Marketing Advice

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60 global brands…that you can outdo

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Vote: when did you last do a major
update to your email templates
 Within the last 6 months
 6 months to a year
 1-2 years
 > 2 years
 Don’t know!

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60 global brands…that you can outdo
 Average score: 73%
 Brands were legally compliant
 Calls to action were compelling
 Propositions were strong
But…
 Emails weren’t shareable
 Mobile is still an afterthought
 Copywriting was mediocre
 Subject lines were prescriptive
Email Marketing Intelligence report
www.dotmailer.co.uk/hittingthemark

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#1 Sign up
1

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#2-4 Follow up
2
4
3

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#5-6 Follow up
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6

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#7-9 Credibility
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7
9

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#10 Deliverability
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#11 Images
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#12 Images
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#13 Images
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Vote: Are you using animated
GIFS in your emails?
 Are you using animated GIFs in emails?
 Yes
 No

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#14 Images
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ALT text

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#15 Rendering
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#16 Link to web version
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#17-19 Personalisation
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#20 Personalisation
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#21 The offer
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Calls to action

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Calls to action
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#23 Mobile
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Vote: Mobile – still an
afterthought?
 Are you using a responsive email template for
your email marketing? – please choose one of…
 Some emails
 All emails
 None of my emails are responsive
 What’s responsive?!
 I’m not sending emails!

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#24 Mobile
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#24 Mobile
24

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#25 Mobile
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#26 Landing page
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Unsubscribe
Privacy
“You cannot transmit, or instigate the transmission of, any marketing by
electronic mail (whether solicited or unsolicited) to any subscriber (whether
corporate or individual) where:
you have not provided a valid address to which the recipient can send an
opt-out request”
CAN-SPAM
A visible and operable unsubscribe mechanism is present in all emails

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#27 Unsubscribe
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Subject lines

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Vote: Language
 Which word cloud do you think came from the UK
brands?
 Right
 Left

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Subject lines: language

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More Email inspiration
 Email Marketing Intelligence report
 www.dotmailer.co.uk/hittingthemark
 Smart Insights free email marketing hub page
 www.smartinsights.com/email-marketing