The Primacy Of Email Marketing

By Juho Tunkelo

Why Email?

Email Is The Lowest Common Denominator - Like It Or Not Everyone Has And Uses Email

You Still Need Email To Do Anything Else - Even Social Media Etc.

The Email Frame Of Mind Is Either Important Or Friends - Either Way, Email Gets Opened

The Big Difference

People Regard Email Differently Because:

Friends Send Emails That Cannot Be Missed

Work Related Emails Cannot Be Missed

Even The Best Fun Stuff Comes In Email

Even With Filters In Place, Deliverability And Open Rates Are The Best Around In Email

How Big A Difference?

Oh About... 24 Times More Response

50 Clicks From Facebook, Twitter And Google+ Combined Versus...

1200 Clicks From Email!

It Goes Just Like This If You Simply Tend To Your Email Garden Well Enough

Best Practices

Email Regularly - Expectation Is Key To Response!

Vary Content - Just. Don’t. Be. Boring! :)

Vary Style - Sometimes Write It All In Email, Sometimes Just Send A Link, Different Personas And Situations

Don’t Forget FUN- Key To “Know-Like-Trust!”

Follow-Up Vs. Broadcast

Follow-Up: An Automated Sequence Of Messages Leading Up To Promotion

Broadcast: A One-Time Message Sent To All Or A Segment Of The List For A Specific Purpose

Timed Broadcast: A Campaign Sequence Triggered By A Click, By RSS Feed Etc.

The Subject Line

Open Rate Determines Conversion Rate!

Curiosity, Personalization, Newsy, Unexpected Benefit, Popular Tie-In, ...

Subject Lines In The Form Of A Question Tend To Work Quite Well - Experiment?!

Make Sure You Tell An Important Part Of The Story... But Leave It For Message To Complete!

Messages That Get Read

Compelling First-Person Stories And Accounts

Promises Of Unique Personal Benefit

Success Stories Fully Explained

+ Much More...

The Clickables & Call To Action

If You Include An Image, Make Sure It’s Clickable (Most Cannot Resist Clicking...)

If The Email Is In Plain Text, Include Eye Direction Towards The Link

If The Email Is HTML, Always Craft Link Text With Care - Make It A Compelling Command!

HTML Or Plain Text?

HTML: Nice Look And Consistent Imaging

Plain Text: Much Better Reliability, Focus On Message

Combined: HTML That Looks Like Plain Text - You Get Better Stats, Etc.

Emails Drive Engagement!

Orchestrated Email Broadcasts Drive Product Launch Success - All About Triggering Actions

Can Be Ad-Hoc Or Automated Launch (Rolling or Evergreen) Depending On The Situation

Well-Used Emails Generate Expectation Of More And Of Important Inclusion

In The Long Run...

Email Marketing Is The Heart And Soul Of Internet Marketing - It Drives Everything Else

It Pays To Learn The Fundamentals - Then Adapt And Test Through Repetition

Best Practices... Are The Ones You Find To Be Working Best For You.

Practice, Practice, Practice.