A Clear-Cut Guide to Email Marketing Success

The Practical Guide to
Email Marketing Success
Presented by: Erin McKeeby, General Manager, U.S. at

A note from the presenter
Email marketing helps your business thrive by building relationships with your
customers and creating a long-term revenue stream.
This presentation will give you the practical tips to build your strategy, create
engaging email campaign, and use automation to save valuable time. We’ll roll up
our sleeves and get down to business, so you can grow yours!

Why email?
Promotional emails
affect US millennials’
purchase decisions
more than social ads,
online ads & text
messages.
67% of U.S. adults
would be willing to give
companies access to
basic personal
information…for better
service or products.
Marketers receive an
average return on
investment of $44.25
for every $1 spent on
email marketing.
Source: eMarketer & Fluent Source: Kissmetrics & Loyalty360 Source: Experian

How can email help, ME ?
ü Surveys
ü Identifying advocates
ü Fundraising
ü Lead nurturing
ü Product launches
ü Event promotion
üOrder communication
ü Repeat business
ü Referral marketing

Copyright © SendinBlue. All rights reserved.
Take-away tools:
ü Try a free account on SendinBlue – Send up to 300 emails per day
with unlimited contacts
ü Download your email worksheets!
• Creating your first email
• Checklists for success
• Building an email schedule
THE PRACTICAL GUIDE TO EMAIL MARKETING SUCCESS

The Practical Guide to Email Marketing Success
1. Prepare for success
2. Think strategically
3. Create effective designs
4. Play by the rules
5. Leverage automation

List building: opt-in only!
ü What does opt-in mean?
• Giving explicit permission to
send emails
• Recency matters!
ü Why opt-in?
• Respect email marketing laws
• Produce the best results
1. PREPARE FOR SUCCESS

List building: opt-in strategies
ü Offer valuable content as an incentive
• Guides, eBooks, look books, promos,
discounts, giveaways

ü Promote your
subscription offer online
• Website, social media
channels, email signature

ü Promote your
subscription offer on
your website.
• Create a signup form
using your email
marketing tool.

ü Once you create the signup form,
embed it on your website using
HTML

ü Leverage ”real life” opportunities
• At check-out in-store, marketing
events, unboxing orders
• The great thing about emailing people
who already know you, is that you
have at least the start of a
relationship!

List building: bonus points!
ü Try double opt-in
• Two-step process
• Many benefits: engagement,
reputation, deliverability
ü Retain your opt-in records
• Digital or paper

So think of opening an email like opening your front door
ü You’ll open for someone you know

ü You’ll open for someone you’re
expecting

✖ You probably won’t open the door for
this guy

ü Opt-ins make sure that you are the
expected pizza delivery guy and not
the unwanted masked intruder
ü It’s also important to look like a pro
when you send your emails so
recipients know who you are.
• If not – you might seem like a burglar
even if they ARE expecting your email!

Email sender: look like a pro
DO
ü Make sure the email
sender is easily
recognized as you
when recipients see
your message in
their inbox

DON’T
✖ Use a sender name that
is not easily easily
recognized as you

DO
ü Use a pro domain to
add credibility to your
brand and be more
easily recognized.

Email tools: act like a pro
ü DO: Move on from Gmail
• If you have 10+ recipients,
and/or
• Recipients don’t know each
other
ü Gmail has limitations:
• Basic design
• No reporting metrics
• Deliverability can be an
issue with mass emails in
Gmail

ü DO: Send from an email marketing tool
• Responsive design templates
• Pricing is based on number of contacts vs.
email sending volume
• Some tools have a forever-free option
• Use this tool for marketing campaigns +
transactional emails

ü Try SendinBlue, free
• Setup in 5 minutes
• Stay free forever or pay
based on sending volume
• Integrates with your
website

Download our worksheets from the blog for more help
building your email marketing strategy!

Editorial schedule:
content
ü What types of messages will you
send?
• Newsletter
• Sales/promotions
• New blog posts
• Birthday/anniversary
• New products
2. THINK STRATEGICALLY

Editorial schedule: frequency
ü How often will you send?
• Newsletter à stay consistent
• New blog posts à stay consistent
• Sales/promotions à regularly
• Birthday/anniversary à by occasion
• New products à by occasion, not more than 1/week

List building: opt-ins with purpose
ü Be upfront about your frequency
• Allow subscribers to set frequency preferences
• Include information about email frequency in your welcome email
ü Offer signups based on content
• News & Updates à newsletters, sales, promos, new products
• New Blog Alerts à only new blog posts
• Customers Only à relationship messages (birthday, anniversary…)

Think big: what will your year look like?

Get detailed: Create a monthly sending
plan

Segment contacts:
personalize your message
ü Newcomers
• Create a welcome message that restates your value
proposition and explains what makes you special.

Segment contacts:
ü Newcomers
ü Most engaged
• Create a loyalty program to keep your
most engaged customers coming back

Segment contacts:
ü Newcomers
ü Most engaged
ü Slipping away
• Make special offers to customers who need to be re-
engaged

Segment contacts:
ü Newcomers
ü Most engaged
ü Slipping away
ü By source
• Consider how customers found
out about you when offering
promotions

Sending time: test, optimize, repeat
ü Use what you know
• Lifestyle, behavior, follow competitors
ü Focus on engagement (clicks, sales)
ü Use data to optimize

Download our worksheets from the blog for more
help designing your emails!

Choosing text vs. “designed” emails
TEXT-ONLY
ü ”From the desk of…”
• Used sparingly to get replies
• Still requires good formatting
DESIGNS
ü Clearly promotional
• When including images
• Must be mobile-friendly
(responsive design)
3. CREATE EFFECTIVE DESIGNS

Designing an email is like navigating through a maze.
?

You should always have an end goal in mind before starting.

That way, you can work backwards with your design and make
your calls to action more clear and effective.

Anatomy of a designed email
ü Sender
ü Subject line
ü Preview text
ü Header
ü Headline
ü Text
ü Supporting image
ü Call-to-action (CTA)
ü Footer

ü Sender
• Remember: Look professional and be recognizable

ü Subject Line
• Be concise, but look inviting
• Clearly communicate value to draw readers in

ü Preview Text
• Extends and supports your subject line

ü Header
• Use a familiar navigation
that resembles your
website.
ü Headline
• Intro for the content that
follows and identifies the
purpose.
• Captures attention

ü Header
ü Headline
ü Text
• Supports and enhances
your headline.
• Should be skim-able.
• Should answer: “What’s
in it for me?

ü Header
ü Headline
ü Text
ü Supporting image(s)
• Gmail doesn’t like emails
that are one big image.
• Smaller images are
better for supporting
your message.

ü Header
ü Headline
ü Text
ü Supporting image(s)
üCall-to-action (CTA)
• Use buttons or linked
text
• Should stand out to
readers

ü Header
ü Headline
ü Text
ü Supporting image
ü Call-to-action (CTA)
ü Footer
• Make sure to include contact
info (website/social
media/address) and an
unsubscribe

Now that you know the design pieces, how do you
know what’s working?
ü The most important things
to measure are Open rate
and Click-to-Open rate.
ü Most email marketing
tools will provide you with
these metrics so you can
gauge the performance of
your emails.

ü SendinBlue also has
heat maps, which are
helpful in analyzing
which calls to action
are the most engaging.
• The hotter the color, the
higher the click rate

ü Once you start
sending, you can
learn even more to
optimize your email
strategy, such as:
• Reader device
• Geographic location
• Open times

Mobile-friendly email tips
ü Use a responsive design tool
ü Embed links to all images
ü Consider image sizes
ü Use text sparingly
ü Keep your design “clean”

Choosing a design tool
CUSTOM HTML
ü Created by a designer
• Mobile-friendly design can be
a challenge
• Don’t use one large image
DRAG & DROP BUILDER
ü Created by anyone
• Mobile-friendly is easy
• Create beautiful layouts with
no design experience
required

Sent Write, address & put a letter out for pickup Build a campaign “from” your sender email &
send to recipients
Received Letter is received by the post office
for sorting
ISPs receive email for delivery
Reviewed Postmaster checks:
Address legibility, postage amounts,
hazardous materials, mail forwarding
ISPs check:
Content, sender email trustworthiness,
sending IP reputation, previous engagement
Rejection
handling
If a letter is returned to sender,
it’s stamped with a basic reason.
Unacceptable messages are ”bounced” with
trackable statuses & deliveries are confirmed.
4. PLAY BY THE RULES

Follow the “Golden Rule”
Send the right message,
to the right people, at the right time.

Walking it out:
ü Send engaging content
• Expected, desired, valuable
ü Send to targeted, opt-in contacts
• Segment & clean your list
ü Send with consistency
• Being forgotten = SPAM complaints &
unsubscribes

Building a positive reputation
ü Become a trusted sender
• Send quality content
• Maintain high engagement with your
campaigns
ü Use a professional ESP
• Trusted IP addresses
• Technical signature
• ISP-based reporting

How will you you know if you
have built a positive
reputation?

The proof is in the pudding
ü Open rate
• Achieved using a strong
subject line and solid recipient
interest
à 20%+

ü Open rate à 20%+
• Achieved using a strong subject
line and solid recipient interest
ü Engagement rate
• Include relevant content
and/or an enticing offer
à 10%+

ü Hard bounce rate
• Indicator of a quality contact list
à < 2%

ü Hard bounce rate à < 2%
• Make sure you keep a quality contact list
ü Spam complaint rate
• Maintain a positive relationship with contacts
à < 0.1%

Are you in the spam folder?
*If you have less than 1% opens, you are almost certainly in the spam folder

Use Automation to grow relationships
even more!
ü Automatic welcome email
ü Birthday or anniversary email
ü Email most engaged contacts
ü Email a website visitor
ü Automatically segment
contacts
5. LEVERAGE AUTOMATION

Take-away tools:
ü Try a free account on SendinBlue
ü Email us at contact@sendinblue.com for one-on-one help
ü Download your email worksheets!
• Creating your first email
• Checklists for success
• Building an email schedule
THE PRACTICAL GUIDE TO EMAIL MARKETING SUCCESS

Thank you!
And don’t forget to download your free email marketing worksheets!

A Clear-Cut Guide to Email Marketing Success

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