Ellie Mirman

@ellieeille

Smarketing

An Introduction to
Email Marketing
Best Practices 1
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”

1 (DNE) list

Make your opt-out process

2 “uncomplicated”

Include your company name and

3 physical address in all emails
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
Connect in
personal
multiple
touch
ways
Good email is readable.

Don’t rely
on images
 Good email is readable.

Optimize for
mobile

Source: HubSpot Science of Email Marketing

Good email
results in
the desired
action.
 Best practices may not be best.

Most popular days

to send email.

Source: HubSpot Science of Email Marketing

 Best practices may not be best.

Source: HubSpot Science of Email Marketing

4
Types
of
Emails
No matter the type of email…

Know your goal.

5 Types of Email

1 Newsletter or Digest

2 Dedicated Email

3 Lead Nurturing

4 Sponsorship/Partner Emails

5 Transactional Emails
1 Newsletter or Digest

Pros: Cons:

• Brand awareness • Diluted call-to-action

• Repurpose content • Design challenges
• Diverse content
2 Dedicated Email

Pros: Cons:

• Focused call-to-action • Less consistent

• Easy to build • Homogenous content
• Fast to measure
3 Lead Nurturing

Pros: Cons:

• Timely • Generates less

• Automated concurrent buzz
• Targeted • Passive tracking
4 Sponsorship/Partner Emails

Pros: Cons:

• Highly targeted • Paid

• Exact ROI • Dedicated resources
5 Transactional Emails

Pros: Cons:

• High click-through- • Can create an extra

rates step/obstacle
It’s not just about what
you’re emailing.
 It’s about who
you’re emailing.
 WHERE to sign up

WHY sign up

WHAT you’ll get

58%
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

Time/day
From name sent

Offer
Test & Measure
THANK
YOU.