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