Email marketing

Email marketing are relevant, engaging, timely messages to specific recipients.

Two phases: acquiring leads and then converting them. Conversion is the measurement of when a person took action that pushes him further down the purchase funnel. It is when person completes objectives usually becoming a paying customer. It can be one sale, one signup, one mail, one viewer…

Risks of converting

  • converting wrong people: do not miss-sell, financial products with high risk, moral issues, commercial issues, don’t accept all purchases at face value, profiling will help…
  • converting too little: PPC (pay too much), SEO (bounce Google downgrading), affiliate (lose interest)
  • staff: demotivated, unrewarded, lose faith
  • overall well-being: massive failure on all fronts

Benefits of email marketing

  • building relationships with people (one on one)
  • people use email more than Facebook, search…
  • worth the time
  • half of emails are read on smartphones (responsive design)
  • design is big deal
  • 70% mails are deleted if don’t render well on mobile

Email commerce

  • people like special offers, promotions and vouchers (added value)
  • people respond on email more than on Facebook + Twitter together
  • subject line is most important reason to open email: keep it short and to the point

SUBJECT: verb purpose outcome (10% off new online store)

How to

  1. get provider
  2. get email list management
  3. unsubscribe functionality
  4. design templates and WYSIWYG editor
  5. mail merge (personalizing)
  6. analytics and reports
  7. delivery management
  8. integrated spam filtering

Build email subscriber list, don’t buy it.

Email metrics

  • open rates
  • click through rates
  • forwards
  • prints
  • deletes
  • device types
  • bounce rates (fake email)
  • unsubscribe rates

Helpful tips

  • never buy lists
  • never share your list
  • always use software
  • have easy unsubscribe function
  • A/B test
  • HTML
  • images, text, subject lines
  • design for mobile
  • get personal
  • be relevant, be useful
  • analyse
  • don’t spam (

Shaw Academy


One email rule to rule them all

If you have trouble prioritizing the tsunami of email in your inbox, Microsoft’s Scott Hanselman has a trick: divide your inbox up into three simple categories: Inbox, CC, and External.

Scott uses filters to send incoming emails into three different inboxes: one for external emails (anyone outside his company), another for any emails he’s CC’d on, and a last one for all internal company emails sent directly to Scott.

  • Inbox
  • Inbox – CC
  • Inbox – External

This is a really good way to manage the time and energy you put into processing emails, because you can prioritize external emails if you want to (as Scott does) without wasting time looking for them in your inbox – or getting distracted by internal emails instead.


Get more responses to your emails

Whether you’re writing to complain to customer service, or just want to hear back from a coworker at the office, these six email rules will increase your chances of hearing back.

  1. Use shorter sentences with simpler words. A 3rd grade reading level works best.
  2. Include 1-3 questions in your email.
  3. Make sure you include a subject line! Aim for 3-4 words.
  4. Use a slightly positive or slightly negative tone. Both outperform a completely neutral tone.
  5. Take a stand! Opinionated messages see higher response rates than objective ones.
  6. Write enough, but not too much. Try to keep messages between 50-125 words.