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

email

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.