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 Follow you Make a an event on Twitter purchase Check out Respond Make an your new with appointment feature feedback

Reminder transactional Email Vs. Marketing Email

Email automatically generated by an Transactional action a user has taken within your app Email Shipping notifications, Password resets, receipts, Etc.

Email that is promotional in nature Marketing Email 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), Substitution Tags We’d love to show you how (business) can benefit from our new feature…

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

What do you know about them? Demographics Purchase Interests Behavior

Different recipients Deserve different content Segmentation Tips

Right T I M E

Engagement Metrics Glossary To make sure you’re sending at the right time, keep an eye on your engagement metrics

Reminder OPENS: The recipient opened your email from their inbox Clicks: The recipient clicked on a link in your email

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

Expectation Setting Tips Set the right expectations At the point of sign Up so you and your recipients are on the same page!

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!

Preference Center Info Your preference Center is your best defense Against spam Complaints and unsubscribes

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”

Never stop testing Subject lines, Calls to Action, Images, etc. A/b Testing Guide

Watch Your Metrics They are the window into your Recipient’s inbox

R e m e m b e r Our MOtto

Send… The right to the right Message Person at the right with the right Time Frequency

For more email Best Practices Visit our blog

For more email Best Practices Happy Sending! Click here to Check out SendGrid Visit our blog