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An Introduction to Email Marketing Best Practices

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New to email marketing? Here's what you need to know to create and send effective emails to your audience.

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An Introduction to Email Marketing Best Practices

  1. 1. 1 Ellie Mirman @ellieeille Smarketing An Introduction to Email Marketing Best Practices
  2. 2. 1 Why Email is Effective
  3. 3. If email was a country, its 1.4 billion users would make it the largest in the world. Source: Email Marketing Reports
  4. 4. 92% adult US Internet users send or read email. Source: Pew Internet and American Life Project data
  5. 5. 2 The Legal Stuff
  6. 6. CAN-SPAM Controlling the Assault of Non-Solicited Pornography and Marketing
  7. 7. 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
  8. 8. 3 Marketing Best Practices
  9. 9. Good email is timely. Source: HubSpot Science of Email Marketing
  10. 10. Good email is relevant. Segmented emails get clicks Source: MarketingSherpa
  11. 11. Good email is valuable.
  12. 12. Good email is something someone would want to receive.
  13. 13. Good email has a call to action.
  14. 14. Good email leverages relationships. From a recognizable name and email address with real reply-to Add a personal touch Connect in multiple ways
  15. 15. Good email is readable. Don’t rely on images
  16. 16. Good email is readable. Source: HubSpot Science of Email Marketing Optimize for mobile
  17. 17. Good email results in the desired action.
  18. 18. Best practices may not be best. Most popular days to send email. Source: HubSpot Science of Email Marketing
  19. 19. Best practices may not be best. Source: HubSpot Science of Email Marketing
  20. 20. 4 Types of Emails
  21. 21. No matter the type of email… Know your goal.
  22. 22. 5 Types of Email Newsletter or Digest Dedicated Email Lead Nurturing Sponsorship/Partner Emails 1 2 3 4 5 Transactional Emails
  23. 23. 1 Newsletter or Digest Pros: • Brand awareness • Repurpose content • Diverse content Cons: • Diluted call-to-action • Design challenges
  24. 24. 2 Dedicated Email Pros: • Focused call-to-action • Easy to build • Fast to measure Cons: • Less consistent • Homogenous content
  25. 25. 3 Lead Nurturing Pros: • Timely • Automated • Targeted Cons: • Generates less concurrent buzz • Passive tracking
  26. 26. 4 Sponsorship/Partner Emails Pros: • Highly targeted • Exact ROI Cons: • Paid • Dedicated resources
  27. 27. 5 Transactional Emails Pros: • High click-through-rates Cons: • Can create an extra step/obstacle
  28. 28. It’s not just about what you’re emailing.
  29. 29. It’s about who you’re emailing.
  30. 30. 58% WHERE to sign up WHY sign up WHAT you’ll get
  31. 31. Give people another reason to give you their email address.
  32. 32. Give people another reason to give you their email address.
  33. 33. Some hurdles are ok.
  34. 34. Immediately get them engaged.
  35. 35. After setup, provide next steps.
  36. 36. 5 Email Analytics 101
  37. 37. 7 Email Marketing Metrics Bounce Rate Delivery Rate List Growth Rate Click Through Rate
  38. 38. 7 Email Marketing Metrics Conversion Rate Open Rate Unsubscribe Rate
  39. 39. Test & Measure Subject line From name Time/day sent Offer
  40. 40. Test & Measure
  41. 41. THANK YOU.

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