This document provides an overview of email marketing best practices. It discusses how to build an email list, send effective email campaigns, and measure results. Key recommendations include using MailChimp for its ease of use and analytics, growing an email list organically through content and partnerships, testing subject lines and content, and segmenting lists for personalized messaging. Proper use of email can provide a high return on investment through retaining customers and driving sales.
5. In 2014
94 Billion
SPAM emails were sent daily!
How do you get your message across in a
sea of junk?
6. Email Has Come a Long Way
Let’s Learn How To Use it Effectively!
7. Why Email Marketing?
✓ Retain existing customers
✓ Easily segment your customer base
and market to specific buying patterns
✓ Direct line to people who are
interested in your product
✓ Email allows you to hold viewers
attention for more than a few seconds,
which is more than most other types
of advertising
8. Not sure about the effectiveness of Email vs Social Media? Consider this:
Currently, there are 3x more Email accounts than
Twitter and Facebook accounts combined.
Data from campaignmonitor.com
Add this to the fact that organic reach on
Facebook is only 6% while Email averages 25%
>
9. Not Convinced?
Email has an average ROI
of 4300%!
Info from the-dma.org
Social Media is great for brand awareness, but
for sales, nothing beats a great email!
10. Why do I love and recommend MailChimp?
• Free accounts for up to 2K subscribers
• Amazing analytics and analysis
• Fantastic customer support
• Minimal downtime
• Incredibly scalable
• Tons of integrations for almost any application
• Super easy for anyone to use
15. Once Your Have Your Site Going..
Also try partnerships with peer businesses
that aren’t competition & have a similar
customer base to yours
Native MailChimp Forms
16. Make sure your on-site email signup is highly visible
and has an effective Call to Action button-
make it as easy to use as possible.
17. Don’t be Afraid to Bribe to
Grow Your List
Discounts Consultation
Something
Free
People don’t want to give you access to their
inbox without getting something in return.
$
18. Customize the Signup Process
The ultimate goal is to get visitors back to your
site so change the URLs on the signup forms to
custom pages on your site.
19. What Makes a Great Email Campaign?
Now that you’ve built up your list….
• Message that your subscribers want to hear
• Intriguing subject line
• Don’t constantly try to sell them stuff
• Personalize sparingly
21. How an Email is Set Up
Emails haven’t changed much since 1994. Email
clients still use tables- the rotary phone of coding
<table style="width:100%">
<tr>
<td>Jill</td>
<td>Smith</td>
<td>50</td>
</tr>
<tr>
<td>Eve</td>
<td>Jackson</td>
<td>94</td>
</tr>
</table>
You won’t really need this if you use MailChimp, but it’s good to know!
</table>
<tr>
Jill Smith 50
<td> <td> <td>
<td> <td> <td>
<table>
=
25. Setting Up Your Email
Mailchimp has made it super easy to
set up emails. The new drag and drop interface
allows you to drag and drop content blocks
with little to no coding necessary.
26. Why Mobile?
Make it readable on every device! If you’re
using Mailchimp drag and drop, it should
automatically be responsive.
27. The content doesn’t need to be identical
just translated for multiple devices
28. Frequency
So how often should you send?
Is more always better?
Make sure to adjust your scheduling, especially
in the beginning, to try different times of
day and frequency.
29. Merge Tags
Allow you to personalize content to individual
subscribers. You can use standard info like names
or customize with info like reward points or
credit balances.
Hi *|FNAME|*
Complete List of Merge Tags
33. Make sure to preview before sending
Make sure to preview before sending
Make sure to preview before sending
So, make sure to preview before sending
You don’t want
this to happen
to you
34. What is A/B Testing?
You won’t know what works until you try a few
different options.
35. Types of A/B Testing
Subject Line
Time of Day
Content
Sender Name
Try FNAME vs. No Name
Morning vs. Afternoon
Different Images
Your name vs. Company name
36. Unsubscribes
or the End isn’t always the End
When someone unsubscribes, they are
sent an email asking to confirm the
unsubscription. In the forms settings, make
sure you change the URL to bring them
back to your site. Also, try to get them to
follow you on social media as an email alternative
37. …but it’s not SPAM
From time to time, you’ll get an abuse
complaint. Usually it’s just someone who
doesn’t know how to unsubscribe. As long
as the rate is less than 1%, you have
nothing to worry about.
38. So that’s it- get out there and send your
first campaign- you’ll never know what
works until you get started.
