1. EMAIL MARKETING

2. EVELINA ANDER
evelinaander.se
twitter.com/evelinaander
evelinaander@gmail.com
www.flickr.com/photos/brunogirin/2484786902/

4. WHY EMAIL MARKETING?
WHAT IS EMAIL MARKETING?
GET STARTED
HAVE TO HAVE IN THE TEMPLATE
HOW TO CREATE GOOD CONTENT
WHEN TO SEND YOUR EMAILS
SPAM VS SPAM
CHALLENGES & MISTAKES
SUMMARY

5. WHY EMAIL MARKETING?

10. WHAT IS EMAIL MARKETING?

11. 1
NEWSLETTERS / BROADCAST

15. 2
TRIGGERED / BEHAVIOURAL

22. GET STARTED!

23. 1
EMAIL ADDRESSES

24. BOOKING PATH

26. WEB SITE

32. WEBINARS
WHITE PAPERS / SOFTWARE

33. 2
EMAIL SERVICE PROVIDER
(ESP)

34. • MAILCHIMP
• CAMPAIGN MONITOR
• RESPONSYS
• APSIS
• PALOMA
• COMPOST / CARMA
• EMAILVISION
• WEB POWER

35. • TECHNICAL EXPERTISE
• DISTRIBUTION FREQUENCY AND TYPE
• USER INTERFACE
• TESTING
• SUPPLIER DEPENDENCY
• ABILITY TO TEST THE TOOL (FOR
FREE!)
• LANGUAGE AND COUNTRIES
• STRATEGIC ASSISTANCE
• INTEGRATIONS WITH OTHER
SYSTEMS

36. 3
SET A GOAL + TRACKING

38. DISCUSS
SEGMENTATION
TRIGGERED
COLLECT EMAIL ADDRESSES

39. HAVE TO HAVE IN
THE TEMPLATE

40. • SENDER
• VALID REPLY TO EMAIL ADDRESS
• SUBJECT LINE
• PREHEADER
• WEB VERSION
• CONTENT
• UNSUBSCRIBE
• UPDATE SUBSCRIPTION
• REASON WHY THEY ARE ON YOUR
LIST

44. HOW TO CREATE GOOD
CONTENT

65. WHEN SHOULD YOU
SEND THE EMAIL?

66. IT DEPENDS

67. SPAM VS SPAM
OR HOW TO BE A GOOD EMAIL MARKETEER

69. Email spam, also known as junk email or
unsolicited bulk email (UBE), is a subset of
electronic spam involving nearly identical
messages sent to numerous recipients by
email. Clicking on links in spam email may
send users to phishing web sites or sites that
are hosting malware. Spam email may also
include malware as scripts or other executable
file attachments. Definitions of spam usually
include the aspects that email is unsolicited and
sent in bulk.
Wikipedia

70. • OPT-IN
• EASY AND CLEAR UNSUBSCRIPTION
CHOICES
• ANALYZE BEHAVIOUR

71. http://www.flickr.com/photos/lucien/4250876725/

72. CHALLENGES & MISTAKES

75. SUMMARY

76. • MAKE IT EASY TO BECOME A
SUBSCRIBER
• DO MORE THAN JUST STANDARD
BROADCASTED NEWSLETTERS
• UNDERSTAND THE SUBSCRIBER
• CREATE GOOD EMAIL TEMPLATES TO
USE AND RE-USE
• THINK MOBILE AND HAVE A CONTENT
PLAN
• FOCUS ON GOALS THAT'S VALID FOR
THE BUSINESS = $
• TAKE GOOD CARE OF YOUR
SUBSCRIBERS

77. slideshare.net/evelinaander
evelinaander.se
twitter.com/evelinaander
evelinaander@gmail.com