Email Marketing Field Guide

Chapter 1: Building Your Email List

Chapter 2: Creating an Effective Email

Composing a Subject Line That Gets Your Email Opened

How to Make Your Email Worth Reading and Clicking

How to Add Flavour to Your Newsletter

The Importance of Unsubscription

How to Adapt Emails for Mobile Devices

Chapter 3: Sending The Email

Timing. When Should You Not Send Your Newsletter

Frequency. How Much is Too Much?

Segmentation

Chapter 4: Measuring the Results

Chapter 5: Email Marketing and Social Media

 
 

Chapter 1: Building Your Email List

If you choose to use email marketing, you will need to have a list of email addresses belonging to your clients or potential customers. The list MUST belong to you. We do not solicit any emails sent to anyone who has not explicitly given you their permission to be in contact with them. Purchasing an email list is 100% NOT opt-in. It can only lead to ruin your company’s reputation. So how do you go about collecting email addresses? There are a number of methods below: The Conclusion: Quality over quantity. Try to remember that having an email-marketing list of 100 people that are actively engaged with your company is far better than having a list of 10,000 people that want nothing to do with your company and don’t actually care about your emails.  
 

Chapter 2: Creating an Effective Email

1. Composing a Subject Line That Gets Your Email Opened

Ensure the subject is line short, descriptive and states clearly what’s inside the email. Also It helps to personalise the subject line. It’s been observed that the open rate increases by 28% when email had the recipient’s name in it when compared to a general subject line. Remember that depending on the target vertical, 15-65% of those people read their emails on a mobile device. They generally only see between 24 and 61 characters in their subject line. There are certain words that people recommend avoiding to keep out of the spam box. Remember that these aren’t the only criteria for spam and require repeated use based on the word. Don’t let the fear of their use hinder you from crafting a good subject line.

2. How to Make Your Email Worth Reading and Clicking

Firstly, understand what you want to achieve from your email campaigns. Provide a clear and visible call- to-action in your email: Always try to keep things personal. People respond better to an email that is from an individual, not a corporation or business that has no face to identify it.

3. How to Add Flavour to Your Newsletter

There are a few things you can do to make your newsletter stand out and communicate your brand to your subscribers. Images Newsletter Header Design: Animated GIFs: Examples of Animated GIFs in newsletters:

4. The Importance of Unsubscription

If pressing the “report as spam” button is easier than using your unsubscription link, your subscribers are going to opt to pressing the “report as spam”? It’s better to leave the choice up to your subscribers and be glad that they opted out instead of reporting you as a spammer.

5. How to Adapt Emails for Mobile Devices

Most people delete emails that don't display correctly on their mobile device. Email Newsletters need to be created so that they display correctly mobile devices. The following are ways to increase your subscriber engagement for those who use mobile devices.  
 

Chapter 3: Sending The Email

1. Timing. When Should You Not Send Your Newsletter

There is no right or wrong time to send your newsletter. This is because the “right time” varies based on your target market and the type of product you are selling. It’s best to take your subscriber’s demographics into account and then test the response you get and adjust your send accordingly.

2. Frequency. How Much is Too Much?

61% of people state that "not being interested in an email" was the most common reason for not opening an email, followed by "getting too many emails" (45%). (Source: Chadwick Martin Bailey, 2012)

3. Segmentation

Segmenting your subscriber list makes it easier to send content that individuals care about. This results in better open rates and click-through rates. You should take relevant segments into account before uploading your list.  
 

Chapter 4: Measuring the Results

“I have a delivery rate of “only” 99%? My open rates barely scraped 30%? Click-throughs rates are in single digits? How can this be?!” This is the type of reaction that a new user of email marketing gives for the results of their first campaign. While it may seem at first that only 6% of your subscribers clicking your links in the newsletter is a terrible number, you should try to see the result in context. Do you know what your click-rate would have been on Google AdWords? Google says the average is around 2%. What about banner ads? 0.2-0.3% And Facebook is even worse sitting at 0.051% So you see, putting things into perspective can change your view of them entirely. This is why you should spend some time researching the latest trends in email marketing.    
 

Chapter 5: Email Marketing and Social Media

You can’t ignore social media. It makes your subscribers more engaged, but… Remember that you don’t own the data on social media platforms. What does that mean? You may ask. It means that you don’t own the database of your fans on Facebook and followers on Twitter. Thus, you will need to collect their email addresses with their permission and get control.