Understanding

Email Marketing
Understanding the
importance of
email marketing
First email sent by
Ray Tomlinson in the
early 1970’s

SOURCE: WIKIPEDIA
3B There will be 3 billion email users
worldwide by 2020.

SOURCE: HUBSPOT REPORT 2018

But “doing email
marketing” is not as
easy as it may seem.
Whether you’re
a company of
1 or 5,000,
your email marketing strategy
needs to be clearly defined to
help you reach your goals.
Email Marketing Strategy
A strategy used to market products and services and
nurture relationships in a human and helpful way
through the use of the email channel
There’s a human on
the other end of your
email send.

Source: PEXELS
How does email and the
inbound methodology
intersect?
Inbound Methodology
A method of attracting, engaging, and delighting
people to grow a business that provides value and
builds trust. As technology shifts, inbound guides a
company to do business in a human and helpful way.
Attract
For marketers at your
company, this means creating
helpful content and
experiences that demonstrate
your knowledge.
For your sales team, this
means being available to
answer questions
possibly through live on
chat on your website.
And for your services
team, this
means providing
knowledge documents
that make information
about you and your
company easy to find.
Engage
Email marketing is all
about continuing to
build relationships and
provide information and
insights to people.
Delight
Delight is where you
can turn your
customers into your
best marketers.
You’ll use email to
engage with and delight
your customers—and turn
them into happy
promoters of the products
and services they love.
In our world today,
trust is more important than ever.

SOURCE: PEXEL
How to build
an effective
email marketing
strategy
3 tools for an effective inbound email
marketing strategy:

1. The significance of segmentation

2. The power of personalization

3. The impact of data-driven analysis

3 tools for an effective inbound email
marketing strategy:

1. The significance of segmentation

2. The power of personalization

3. The impact of data-driven analysis

 Segmentation
Send the right person the right message at the right time.
77% 77% of email marketing ROI came
from segmented, targeted, and
triggered campaigns.

SOURCE: THE DMA

 Segmentation at its core brings
two inbound concepts together.
Buyer Persona
A semi-fictional representation of your ideal customer
based on real data and some select educated
speculation about customer demographics, behavior
patterns, motivations, and goals
The Buyer’s Journey
The active research process someone goes through
leading up to a purchase. The buyer’s journey is made
up of three stages: the awareness stage, the
consideration stage, and the decision stage.
3 tools for an effective inbound email
marketing strategy:

1. The significance of segmentation

2. The power of personalization

3. The impact of data-driven analysis

"New machine learning and data science-
based features and platforms will give email
marketers the ability to harness their content
and data to prophesize relevant information
to mass audiences in a personal way.”
ALEX WILLIAMS
Trendline Interactive
Email is a channel
that continues to
offer so much room
for creativity, experimentation, and
creating that highly personalized
experience at the right time.

SOURCE: PEXEL
Behavioral Email
The practice of sending automated, targeted emails
to your contacts based on the historical interactions
they've had with your company across channels
3 tools for an effective inbound email
marketing strategy:

1. The significance of segmentation

2. The power of personalization

3. The impact of data-driven analysis

Customers are consistently changing the way they live
and work. Analysis will allow you to continue to
evolve with them and not be left behind.
Data-driven analysis framework:

• Track the metrics that matter.

• Learn what those metrics indicate about success.
• Apply what you’ve learned to optimize and improve.
3 tools for an effective inbound email
marketing strategy:

1. The significance of segmentation

2. The power of personalization

3. The impact of data-driven analysis

What does an
email marketing
strategy look like?
Activity:
Find a pen and paper or open a note on your
computer and jot down what you think the
important aspects of your email strategy are.
3 aspects for a successful email
marketing strategy:

1. Implementing software

2. Understanding your full-funnel conversations

3. Clearly defining goals

3 aspects for a successful email
marketing strategy:

1. Implementing software

2. Understanding your full-funnel conversations

3. Clearly defining goals

Email Service Provider (ESP)
A company that offers email marketing
Be connected to a
contact database.
Use your software to
analyze your email sends,
giving you insight into what
went well and
what can be optimized.
3 aspects for a successful email
marketing strategy:

1. Implementing software

2. Understanding your full-funnel conversations

3. Clearly defining goals

Your contacts are not interacting with your
emails in a bubble.

SOURCE: HAVANA NGUYEN; UX PLANET

Because there isn’t
anything more
frustrating than having
a great conversation
but in the
wrong channel.
As an inbound professional,
you want to be
conversational with all the
types of interactions you have.
3 aspects for a successful email
marketing strategy:

1. Implementing software

2. Understanding your full-funnel conversations

3. Clearly defining goals

 If you don’t know the goal of your email send, then the
people on the other end won’t understand why they’re
getting the email either.

SOURCE: HAVANA NGUYEN; UX PLANET

”People don’t buy what you do
but why you do it.”

SIMON SINEK
Your inbound email marketing
success relies on
being human and helpful with
every time you hit ”send.”
3 aspects for a successful email
marketing strategy:

1. Implementing software

2. Understanding your full-funnel conversations

3. Clearly defining goals

”Reaching the inbox isn’t your goal—
engaging people is.”

MATT BLUMBERG
Thank you