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Tips To Help You Master Email Marketing
Angela La Gamba ● February 2017PodCamp Toronto ● #PCTO17
Beginner Digital Business & Entrepreneurialism Session
Is Email Dead?
NO!
Are You Sure Email Isn’t Dead?"It’s a common
misconception that the email is dead, or dying...but this
isn’t true. This simple communication method still
lies at the very heart of modern digital
communication…”-- Mark Ash, 2016, MarketingTechNews.net
"Email marketing is (still) not
dead..."-- Caroline Malamut, 2016, Capterra.com
You Will Learn To ... ➔ Leverage email marketing effectively
with your recipients
➔ Build successful opt-in forms for your
subscriber base
➔ Create compelling subject lines and
email content➔ Be compliant with CASL and
CAN-SPAM➔ Utilize effective (and free) email
marketing tools
Source: Pixabay.com/JuralMin
The Benefits of Email Marketing➔ Low cost ➔ High ROI
◆ 44.25x (Source: HuffPost)
➔ Provides direct access to your customers
➔ Target specific customers with tailored content
➔ Increase customer retention and engagement
Source: Pixabay.com/Deans_Icons
Planning For Email Success❏ Build your email list /
subscriber base
❏ Get whitelisted
❏ Decide on your plan
❏ Create your email schedule
Step 1: Build Your Email List➔ Ask customers/website
visitors for permission to send them email
➔ Create a compelling offer to increase subscribers◆ Free whitepapers,
downloads◆ Free videos◆ Updates on
products/services
Example: Kissmetrics.com
Step 1: Build Your Email List cont’dExample: CampaignMonitor.com
Example: Kissmetrics.com
Example: HubSpot.com
Step 2: Get Whitelisted➔ Ensure your emails are not blocked by
major ISPs (aka Internet Service Providers)
➔ Ensures your emails get delivered properly to your subscribers
➔ Does not control if emails end up in junk/spam box
➔ Request to be added to your subscriber’s address box
➔ Examples:◆ Add vCards ◆ ‘Add to Address Book’ reminders Source: Pixabay.com/Maialisa
Step 3: Decide On Your Plan
➔ Ask Yourself:◆ What content will you be
sharing with your subscribers?◆ How frequently will you email?
➔ Tips:◆ Think of how you can provide
value to your customers◆ Pitch/sell infrequently with
updates and offers
Source: Pixabay.com/coffeebeanworks
Step 4: Create Your Email Schedule ➔ Use an email schedule template to
map out your email plan for the next few months
➔ Key elements to add to your email schedule:◆ Subject line◆ Email body copy◆ Keywords◆ Targeted personas / customers◆ Offer / call-to-action◆ Deployment date
Source: Pixabay.com/ArtsyBee
Step 4: Create Your Email Schedule cont’dExample: HubSpot
The Nuts + Bolts of an Email
❏ Body copy❏ Subject line❏ Pre-header❏ From line❏ Images❏ Social media buttons❏ Footer, opt-out link
Step 1: Create Your Email Body Copy➔ Provide compelling and
value-add content ◆ WIIFM = What’s in it for
me?
➔ Keep the language simple ◆ Avoid technical terms
◆ Don’t use acronyms
➔ Create scannable content
◆ Use bullets
◆ Add catchy sub-headers
Example: Dropbox
Step 1: Create Your Email Body Copy cont’d➔ Tell a story to create an emotional
connection with the recipient
➔ Tailor your content for your target
market
➔ Use strong call-to-action that
creates urgency
◆ Buy now
◆ Sign up today
➔ Proofread your copy
◆ Grammerly
Example: Loft
Step 2: Write Your Subject Line➔ Keep it short
◆ 40 to 50 characters
➔ Use personalization
◆ Recipient's first name
e.g. Jane
◆ You/Your
➔ Be descriptive
◆ e.g. Dine with Hockey
Legend Wayne Gretzky
Source: Hatena.com
Step 2: Write Your Subject Line cont’d➔ Match your subject line to
your email body content
➔ Use action-oriented verbs
with a call-to-action
◆ Apply now
◆ Register today
Source: ConstantContact.com
Step 3: Add The Email Pre-Header
Source: Campaign Monitor
➔ Pre-Header = Short summary that appears after your subject line in the recipient's inbox
➔ Describe what your email contains
➔ Use call-to-actions to drive open rates
➔ Pre-header examples:◆ “This week’s best
content…”◆ “Shop the perfect party
outfit…”
Step 4: Setup The ‘From’ Line
Source: MarketingExperiments.com
➔ Add the name of the sender to create a connection◆ e.g. Amanda Smith
➔ Use your company name to ensure the recipient can identify you◆ e.g. PodCamp Toronto
Step 5: Add Images➔ Use images that correspond
with your email content
➔ Research images such as free
stock databases
◆ Pixabay
◆ Pexels
◆ PicJumbo
➔ Check the image attribution
◆ Is it royalty-free?
◆ Does the photographer
need to be credited?Source: PicJumbo.com
Step 6: Add Social Media Buttons➔ Build your social media
presence by cross-promoting
via your email marketing
➔ Use easy to recognize buttons
➔ Hyperlink buttons to the
corresponding social media
URL
Footer Example: Moo Print Ltd.
Header Example: Mic check
Step 7: Design Your Email Footer ➔ To comply with anti-spam laws, you
will need to include the following in your email footer:◆ Unsubscribe / opt-out link◆ Contact information
● Mailing address● Email address● Website link
➔ Other items to include:◆ Company / brand name◆ Copyright mark © + year◆ Privacy policy◆ Additional fine print
Example: LeaderCast.com
Step 7: Design Your Email Footer cont’d
Source: BeeFree.io
Example: DC Shoes
The Importance of Unsubscribe➔ 43% of email users report spam if
they don’t recognize the sender's
From name or From email address
(Source: MrWeb.com)➔ Consequences of getting emails
reported as ‘spam’:
◆ You can get blacklisted by ISPs
◆ Emails you send to recipients
can be blockedSource: Pixabay.com/bogda13
CAN-SPAM Law➔ In effect in the U.S. since 2003➔ Covers all commercial email
messages➔ Don’t use false / misleading
header information or deceptive subject lines
➔ Include a physical postal address, unsubscribe/opt-out link, and working email address
➔ Non-compliance includes fines
Canada’s Anti-Spam Legislation (CASL) ➔ In effect in Canada since 2014➔ Covers all electronic messages,
not just email➔ Implied or express consent
needed➔ Onus is on the sender to prove
that consent was obtained send the message
➔ Non-compliance includes fines
Canada’s CASL vs. U.S.’s CAN-SPAM
Free Email Marketing Tools
❏ Email software❏ Coding❏ Preview❏ Testing❏ Copywriting
Free Tools To Get You StartedEmail Software: MailChimp➔ Send emails to up to 2,000 subscribers
for free➔ Easy to use interface➔ Good subject line researcher tool
Coding Tool: Scope➔ See mobile and desktop previews of
your emails➔ Use the Code Inspector tool to view
code behind emails
Free Tools To Get You Started cont’dPreview Tool: PutsMail➔ Preview your email in inbox mode➔ Enter your HTML and subject line
Testing Tool: A/B Testing Duration Calculator➔ Determine how long to run an email test
Copywriting Tool: The Hemingway App➔ Test your email copy➔ Ensure your customer will understand
your message
Q&AThank You!
Appendix:Resources
and
Sources
Resources➔ MailChimp: http://mailchimp.com/➔ MailChimp Subject Line Researcher:
https://blog.mailchimp.com/mailchimps-subject-line-researcher/ ➔ Scope: https://litmus.com/scope/ ➔ PutsMail: https://putsmail.com/ ➔ A/B Testing Duration Calculator: https://vwo.com/ab-split-test-duration/ ➔ The Hemingway App: http://www.hemingwayapp.com/ ➔ Pixabay: https://pixabay.com/
Sources - 1➔ https://yoast.com/the-basics-of-email-marketing/
➔ https://mailchimp.com/resources/guides/email-marketing-field-guide/html/
➔ http://sproutsocial.com/insights/free-email-marketing-tools/
➔ https://blog.mailchimp.com/getting-added-to-subscribers-address-books/#more-1768
➔ http://www.curata.com/blog/content-marketing-editorial-calendar-templates-the-ultimate-lis
t/
➔ https://blog.kissmetrics.com/beginners-guide-email-marketing/
➔ https://fulcrumtech.net/resources/developing-email-marketing-copy-best-practices/
➔ https://blog.hubspot.com/marketing/email-marketing-examples-list#sm.00000bs6ze7yg2exaz
udaoippf6eq
➔ http://emaildesign.beefree.io/2016/01/best-practices-email-footer-design/
➔ https://blogs.constantcontact.com/integrate-social-media/
➔ http://www.mrweb.com/drno/news8131.htm
➔ http://www.marketingtechnews.net/news/2016/oct/13/emails-not-dead-its-just-getting-hard
er-do-well/
Sources - 2➔ https://www.campaignmonitor.com/blog/email-marketing/2015/08/improve-email-open-rates
-with-preheader-text/
➔ http://www.verticalresponse.com/blog/8-components-effective-email/
➔ http://www.ciceron.com/2016/04/5-key-elements-writing-irresistible-email-subject-lines-info
graphic/
➔ http://www.verticalresponse.com/blog/8-components-effective-email/
➔ http://www.dmnews.com/marketing-strategy/email-from-lines-why-you-should-care/article/3
44021/
➔ https://www.campaignmonitor.com/blog/email-marketing/2014/07/free-images-email-market
ing-campaigns/
➔ http://publicdomainarchive.com/free-stock-photos/
➔ http://kb.mailchimp.com/templates/code/common-html-mistakes
➔ http://www.ucreative.com/biz-features/no-attribution-required-stock-image-sites/
➔ http://emaildesign.beefree.io/2016/01/social-media-sharing-button-design-email-marketing/
Sources - 3➔ http://kb.mailchimp.com/accounts/compliance-tips/about-the-canada-anti-spam-law-casl
➔ http://kb.mailchimp.com/accounts/compliance-tips/terms-of-use-and-anti-spam-requirements
➔ http://fightspam.gc.ca/eic/site/030.nsf/eng/00304.html
➔ https://emailmarketing.comm100.com/email-marketing-ebook/can-spam-law.aspx
➔ https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-bu
siness
➔ http://www.huffingtonpost.com/sarah-peterson/why-2017-is-the-year-of-e_1_b_13629718.ht
ml
➔ http://www.marketingtechnews.net/news/2016/oct/13/emails-not-dead-its-just-getting-hard
er-do-well/
➔ http://blog.capterra.com/statistics-email-marketing-not-dead/
➔ https://blog.hubspot.com/blog/tabid/6307/bid/32854/10-simply-awesome-examples-of-email
-marketing.aspx#sm.00000bs6ze7yg2exazudaoippf6eq
➔ http://www.mequoda.com/articles/audience-development/email-footer-examples-best-practic
es-for-keeping-readers-happy/