email marketing 101: strategy
TRANSCRIPT
Email Marketing 101:
Strategy
start out by asking yourself…
W h a t i s t h e
P U R P O S E O f T H I S e m a i l ?
Or rather, what do you want your recipient
to do?
The Purpose of your MARKETING email could be to have your customers…
Sign up for an event
Follow you on Twitter
Make a purchase
Check out your new feature
Respond with
feedback
Make an appointment
transactional Email Vs.
Marketing Email
Reminder
Transactional Email
Email automatically generated by an action a user has taken within your app
Shipping notifications, Password resets, receipts, Etc.
Marketing Email
Email that is promotional in nature
Newsletters, special offers, etc.
We have an “email motto”
we share with all of our clients
To be a successful sender You need
to be sending…
The right Message, to the right Person at the right Time, with the right Frequency.
R i g h t M e s s a g e
make sure you’re Sending the right kind of content
Slideshare on Email Marketing content
Personalize your messages with
substitution tags
Hey (first name), We’d love to show you how (business) can benefit from our new feature…
Substitution Tags
R i g h t P e r s o n
Think about the recipient of your email…
We’re talking about
the person behind the
email address
Demographics Purchase Behavior
Interests
What do you know about them?
Different recipients Deserve different content
Segmentation Tips
R i g h t
T I M E
To make sure you’re sending at the right time, keep an eye on your engagement metrics
Engagement Metrics Glossary
OPENS: The recipient opened your email from their inbox
Clicks: The recipient clicked on a link in your email
Reminder
Lots of opens and clicks often means you’re sending at
a time that’s right for your recipients!.
R i g h t F r e q u e n c y
Set the right expectations At the point of sign Up so you and your recipients
are on the same page!
Expectation Setting Tips
How often you should send mail can depend on your industry
Recipients will expect different frequencies of mail based on your
type of business
Some industries require more frequent emails
( LIKE daily deals sites)
while others should be more spaced out
(LIKE CAR COMPANIES)
to figure out the right frequency,
The best thing to do is ask!
Your preference Center is your best defense Against spam
Complaints and unsubscribes
Preference Center Info
F i n a l T h o u g h t s
Give before you take
Share valuable information first to Prove Your value to your recipients
Q u a l i t y > Q u a n t i t y
Never send an email “Just Because”
N e v e r s t o p t e s t i n g
Subject lines, Calls to Action, Images, etc.
A/b Testing Guide
Wat c h Yo u r M e t r i c s
They are the window into your Recipient’s inbox
R e m e m b e r O u r M O t t o
The right
Message
at the right
Time
to the right
Person
with the right
Frequency
Send…
For more email Best Practices Visit our blog
For more email Best Practices Visit our blog
Happy Sending! Click here to Check out SendGrid