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Email CampaignsEmail Marketing: Section 1

Email Marketing Statistics

The most popular and effective digital marketing tool

85% of internet users access email

90 trillion emails sent annually

Greater ROI (return on investment) and CTR (click through rate) than Keyword or Banner Ads

Benefits of Email

Subject Lines: Make it matter

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.

Important Test Groupings

Why am I sending the email to the customers? When writing an email its important to showcase the reason for the email.

When is the best time to send an email to a customer. You want to be close to the top of the list when they open the email.

What Should the Email look like? Should I have a colorful background? More pictures?

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