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Email CampaignsEmail Marketing: Section 1

Email Marketing Statistics

85% of internet users access email

Over 97% of emails sent are spam

90 trillion emails sent annually

Greater ROI and CTR than Keyword or Banner Ads

The most popular and effective digital marketing tool

Benefits of Email

Subject Lines

Keep it short and interesting

Pique interest without divulging all of the email content

First impression customers receive from your brand

Most important driver of email opens beside the sender organization

A/B Testing

When is the best time to send my email? Which subject lines should I use? How effective are my CTAs?

The only way to know for sure is to experiment. The most common way is to run an A/B Split Test.

Email Service Providers

ESPs host email marketing services on their servers

You manage an email marketing account and send emails using a web browser

The ESPs handle sending the mass messages and provide detailed reports on your campaigns

tons of ESP options

CAN-SPAM &Legal Obligations

The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations ( up to $16,000 per violation).

Don’t use false or misleading header information + Don’t use deceptive subject lines + Identify the

message as an ad + Tell recipients the sender location + Provide opt-out in email + Honor opt-out requests +

You can’t contract away your legal responsibility

Section 1 Complete. Nice job!

Next Section: Mobile Email