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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 (www.spamhaus.org)

Shaw Academy