Learn all about Email Marketing, and how to promote your products and services using emails. Included is how to generate subscriber list, subscriber management and updating, email marketing metrics, types of email marketing platforms and many more.

2. Elements of Effective Email Marketing
Inboxes are flooded with new email every day. In order to be effective,
you need to make sure that your emails utilize these elements:
1. A Strong Subject Line
Your subject line is like a mini ad all by itself. If your subject line
doesn’t catch a person’s attention and, ideally, intrigue them, it is
unlikely that they will open and read your email. Take some time to
craft your subject line so that it is brief, pointed, and interesting.

3. Elements of Effective Email Marketing
2. Avoidance of Spammy Words
We’re all aware of how much email gets filtered out automatically
by spam filters. Even if your email makes it past the filters, there are
specific words and phrases that a lot of people tend to ignore. Here
is a brief list of spammy words to avoid in your marketing email
subject lines:

4. Brief list of spammy words to avoid in your
marketing email subject lines:
• Sale
• Free
• Help
• % Off
• Reminder
• Days of the week
• Donate
• Assistance
• Fwd: and Re:
• Report
• Webinar
• Superlatives like perfect, wonderful, etc

5. Elements of Effective Email Marketing
3. Ending with a Call to Action (CTA)
Just like on your website, requesting that people take specific
actions can result in them doing so. By ending your email with a
CTA, you give them a not so subtle hint of what they should do
next. Will everybody perform this action? Probably not. But if you
ask people to do something, more of them won’t click on if you
didn’t ask. After all, if you don’t ask, the answer is always no.

26. Definition
• Formal definition of email marketing: A structured, systematic
process that is one of the most successful channels for delivering
highly relevant marketing communications to targeted
subscribers.
• Informal definition of email marketing: Instant inbox gratification!

27. Digital Marketing Institute's 3i principles of
Email Marketing.
• Initiate: Start with the customer and work towards a fully optimized email
marketing campaign. Who are your target subscribers? What kind of email
content will best suit their preferences and needs?
• Iterate: Measure and analyze the performance of your email marketing
campaign. Are your target subscribers opening your emails and engaging
with them? Are they ignoring them? You can use this information to learn
from your mistakes, repeat your successes, and continually improve the
execution of your campaign.
• Integrate: Incorporate your email marketing campaign into your overall
digital marketing and offline marketing efforts.

28. Four vital steps that comprise an effective
email marketing process:
1. Data: The first step in any email marketing campaign should always
be the creation of a subscriber list. This is a compilation of email
contacts who have consented to receive your communications
(they've opted in).
2. Design: This step involves deciding which content you should
include in your email and the design principles you must follow, to
ensure that your email ends up in a subscriber's inbox, ready to
engage and excite them.

29. Four vital steps that comprise an effective
email marketing process:
3. Delivery: This step is all about the delivery of your marketing
emails. You will learn how they are managed through an email
service provider (ESP), which facilitates everything from email style
and layout to scheduling.
4. Discovery: Analysis and reporting are fundamental when revising
and refining your digital practices. You will be able to track ROI
through CTRs, unsubscribes, and bounce rates.

32. Spam, Spammity Spam
• Spam can also apply to bulk email, a term that applies to the same
unsolicited email being sent out to hundreds of thousands of users
who have not opted in to receive it.
• Unsolicited email means that a user didn't ask, or opt in, to receive
the email.
• Blacklisting, in essence, means the death of an email marketing
campaign and can be incredibly damaging to a brand as well.

33. Examples of Spam
• At first a spam email can look entirely inoffensive; say, a simple
inquiry about whether or not you are interested in eye drops
manufactured in China.
• The difference lies in whether or not you have expressed a previous
interest in buying eye drops:
• Did you fill in a contact form on a website?
• Did you give your email address to someone because you had the
intention of buying eye drops?
• Did you opt in?

34. Spam Really Is in the Eye of the Beholder
• One of the main reasons your email could be marked as spam is
because a subscriber is unfamiliar with you, your business, or your
brand.
• Sometimes users forget that they have opted in to receive marketing
messages:
• They could have subscribed to too many sites' email lists,
• or they could have subscribed too long ago to remember what they
subscribed to.

35. Five Ways to Avoid the Damning Judgment: Spam!
1. Avoid Spam Filters
• Image and text imbalance: Using too many images can cause an
imbalance that can trigger spam filters. Avoid creating or using
designs that simply have text overlaid on an image, as a spam filter
will only detect the image and not the text built into it.
• Too much formatting: This includes the use of excessive capitals and
capitalization, bold text, and irregular font sizes.

36. Five Ways to Avoid the Damning Judgment: Spam!
• Attachments: Try not to use attachments; include all necessary
information within the body of the email, as attachments can trigger
spam filters. You should also use your email to direct traffic to
your website, or social media, or somewhere where you can generate
a higher ROI, as this method serves as a much more valuable call to
action than asking the recipient to download and
read an attachment.
• Obscene terms: This doesn't refer to profane or scandalous language
(although that's not recommended either) but the use of incentivizing
terms like sales offers, crazy deals, free money, or anything else that
might sound suspicious to a spam filter.

37. Five Ways to Avoid the Damning Judgment: Spam!
2. Save Subscriber Lists from Spam
• Did you know that you are only allowed to send a marketing email to
individuals who have been active subscribers in the 12 months prior
to that email?
• Whether or not they have been active may seem like a hard thing to
quantify, but essentially it means that if an individual has opened,
clicked, or engaged with an email in any way within this 12-month
window they can be counted as valid subscriptions.
• Marketers may also send an email if they have obtained an
individual's contact details during the course of a sale.

38. Five Ways to Avoid the Damning Judgment: Spam!
3. Stay Relevant to Stop Spam
• As a marketer, you can only send an email if its message relates to
similar products and services that the recipient has previously shown
an interest in.
• This is very important because if you are part of a company that sells
kitchenware, such as plates and cups, it means you can target your
subscribers with emails for textiles (such as napkins and placemats)
that they can use in a kitchen.

39. Five Ways to Avoid the Damning Judgment: Spam!
4. Don't Conceal Your Identity:
• Marketers cannot send an email if the identity of the sender has been
disguised or obscured.
• This means when you are carrying out an email marketing campaign,
recipients need to be able to identify the email sender
• so even if you are just emailing to thank them for signing up to your
newsletter, you need to remind recipients who is emailing them and why.
• Using a valid email address rather than a so-called noreply is important for
two reasons: Firstly, it shows a subscriber that the sender is tangible and
reputable and Secondly, it provides a subscriber with an email address to
which they can send an opt-out request.

40. Five Ways to Avoid the Damning Judgment: Spam!
5. Don't Buy or Share Lists:
• Never buy subscriber lists, because it could land you in a lot of
trouble.
• Similarly, you should not share lists either.
• Why would you share a subscriber list with someone when you have
invested a lot of time and effort into nurturing that database?

41. Subscriber Management
• This is the first stage in the iterative process for email, and it is primarily
concerned with data.
• Without email addresses you cannot conduct an email marketing campaign! This
means you need to know:
• How to acquire subscribers and mine for data to heighten customer insight.
• How to segment that data to target subscribers efficiently and maximize open
rates.
• How to update and maintain your subscriber lists on a regular basis for effective
campaign targeting.
• it's important to remember that the end goal is not to mindlessly accumulate
masses of email addresses.
• It's about building a list of subscribers who are likely to engage with your email
marketing messages.

42. Data Collection
• There are two types of data collections namely:
1. Offline Methods for Data Collection
2. Online Methods for Data Collection

43. Offline Methods for Data Collection
Printed materials:
• These can include business cards, leaflets, flyers, and packaging.
• You can also think of innovative ways to integrate offline with online
methods:
• For example, by using QR codes on printed materials that will take
users to an online sign-up form on their smartphones.

44. Offline Methods for Data Collection
Events:
• You can collect email addresses at offline events such as trade shows,
exhibitions, and conferences and import them into your subscriber
list.
Customer touchpoints
• If you are serving customers in a brick-and-mortar store, this is a
perfect opportunity to ask for their email addresses so that you can
send them email updates on your products.

45. Online Methods for Data Collection
Website sign-up forms:
• They can be attached to a particular call to action, such as signing up
for a newsletter, and can be featured on any page of a website.
• You should also include contact forms on key landing pages including
the Contact Us and About Us pages of your website.

46. Online Methods for Data Collection
Social media:
• You can use social media platforms such as Facebook, Twitter, and LinkedIn
to promote offers that require users to submit their email addresses.
• You can also run competitions on social media to acquire email addresses.
Customer touchpoints:
• You could include popup windows in the online buying process
• And encourage online customer service reps to ask for email addresses via
social media or instant chat.

47. The Anatomy of an Effective Web Sign-Up Form

48. The Anatomy of an Effective Web Sign-Up Form
Nonintrusive:
• Incorporate a sign-up form that doesn't interfere with users' browsing
experience.
• A giant pop-up that takes over the entire webpage and demands their
contact details probably won't perform as well as a small sign-up form
that sits neatly on the page and doesn't interrupt the user's activity.

49. The Anatomy of an Effective Web Sign-Up Form
Seek Only Relevant Information:
• If you use a sign-up form with countless fields and try to ask your
subscribers for too much information, there's a greater chance that
they will abandon filling in the form altogether.
• Streamline the action that your subscribers need to take.
• Ask for relevant information only, and keep the form short and simple
to make it as easy as possible to complete.

50. Data Collection Example: Okabashi
• Okabashi is a company that sells shoes, primarily flip-flops, around
the summer season. It decided to use a lead generation tool to
maximize the number of email addresses it was capturing.
• When end users came onto the homepage and started exploring the
website further, a pop-up appeared that allowed them to fill in their
contact details if they chose to.
• As with any effective sign-up form, this pop-up was nonintrusive (as
a pop-up, users could click to exit it immediately) and appeared when
a user had drilled down into the website and indicated an interest in
the brand.

52. Data Collection Example: Okabashi
• For every 100 unique visitors to Okabashi's homepage, the automatic
sign-up form generated 3 unique email sign-ups.
• After a user had browsed through a further five pages, the sign-up
form popped up again as shown in the next slide and 9 out of every
100 unique visitors filled out the form.
• Okabashi serves as the perfect example of the success you can
achieve by
• utilizing a web signup form that is easy to find,
• nonintrusive, and seeking only relevant information.

54. Data Segmentation
• Data Segmentation is the process of taking the data you hold and
dividing it up and grouping similar data together based on the chosen
parameters so that you can use it more efficiently within marketing
and operations.
• Examples of Data Segmentation could be: Gender. Customers vs.
Prospects.
• A Venn diagram, like segmentation, allows you to create distinct sets,
or segments, of data based on both different and shared
characteristics.

60. FEATURES IN INOLVED IN DATA
SEGMENTATION
• Demographics: Demographics refers to the gender, education,
culture, or age of your subscribers, in other words, the email content
you target a teenage audience with might not be applicable to
older recipients.
• Geography: Equally important is the location of your subscribers. It
involves grouping potential customers by country, state, region, city
or even neighborhood.
• History: Don't forget to harness the history you have built up among
those subscribers who are also customers. You are already familiar
with their buying habits you know when they buy, how they buy, and
why they buy particular products.

61. FEATURES IN INOLVED IN DATA
SEGMENTATION
• Relationship: Your relationship with your subscribers matters. It is
something incredibly valuable.
• Customer lifecycle: You will have a subscriber list of individuals who
are all at very different stages in the customer life cycle. The customer
lifecycle is a term that describes the different steps a customer goes
through when they are considering, buying, using, and remaining
loyal to a particular product or service.
• Dynamic segmentation: Closely related to the idea of tailoring
marketing emails based on buying history and the customer life cycle,
is the concept of dynamic segmentation. This type of segmentation is
based on information gathered throughout the customer life cycle.

62. Dynamic Segmentation Example:

63. Dynamic Segmentation Example:

64. Data Management
• The final part of step 1 of this iterative email process is assuring the
quality of your subscriber database by maintaining it regularly.
Clean old data regularly:
• So how do you know if your data is old?
• If you send out an email to 1,000 subscribers and it has a bounce rate
of 1 percent, you will know that your email wasn't delivered to 10 of
your subscribers and that their email addresses need to be cleaned.
• This could involve checking for spelling mistakes or checking to see if
the subscriber has changed jobs (if it's a work email address).

65. Data Management
Apply segmentation consistently:
• You should view segmentation as an ongoing activity, and an
essential element of data management.
• As you can update and refine your subscriber lists based on
your subscribers' behavior and clicks.

66. Data Management
Quality not quantity:
• A small number of high-quality interactions will always be more
valuable than a large number of low-quality interactions.
• Due to the enhanced insights you can gain from these interactions.

67. Stage 2: Design and Content

68. Elements of Successful Email Marketing Design
1. Layout
• Your layout the backbone of any design determines the flow of your
content and the order in which your readers consume information.
• A boring block of text is easy to ignore, while creative design moves
the eye where you want it to go.
• Email templates are generally broken up into a few horizontal layers,
so there’s lots of room to explore and experiment, whether you’re a
consumer-facing or B2B brand.
• Just make sure that what’s above the fold is intriguing enough to keep
readers going.

69. EXAMPLE OF LAYOUT SCENARIO
• Construction giant Caterpillar immediately grabs a reader’s attention
with a strikingly simple hero image and header.
• An arrow-like graphic pulls the gaze down to eye-catching features
and an exciting brand story, before ending with a strong call to action
complete with an attractive CTA button.

71. Elements of Successful Email Marketing Design
2. Color
• As with any design project you undertake, the use of color in email
marketing helps sets the tone of your message and has the potential
to elicit a strong emotional response and a deep sense of familiarity.
• According to a study from the University of Loyola, Maryland, color
even increases brand recognition by up to 80 percent.

72. EXAMPLE OF COLOR SCENARIO
• EasyJet brand color is Orange
• To commemorate its 20th anniversary, the airline sent out an
innovative email campaign that leveraged user data to deliver
a personalized travel narrative.
• EasyJet’s signature shade directs the eye throughout the creative
graphic, made up of fun facts about the reader’s past journeys.

74. Elements of Successful Email Marketing Design
3. Typography
• Brands typically have set fonts, but sometimes there’s room for
improvisation for special occasions or campaigns.
• It’s amazing how much personality a typeface can infuse into a brand.
(And how quickly a wrong choice can sour things.)

75. EXAMPLE OF TYPOGAPHY SCENARIO
• When introducing a new product to resellers, Jack Daniels borrowed
the signature fonts from its bottle to create a compelling typographic
display.
• The designers limited the “Tennessee” script to the email’s headline
and stylish CTA button, while the sub-header plays with capital and
lowercase variations.
• The same serif typeface is used at a smaller size for the body text,
keeping the total fonts at just two.
• Given their flair, any more in the mix would be too much.

77. Elements of Successful Email Marketing Design
4. Animation
• Movement attracts attention, and since email service providers have
yet to support video, including a GIF still reads as a novelty.
• You can fit a lot of information into five to ten stills, and people tend
to watch them all, thanks to the immediacy of the medium.
• Whether you’re just adding a bit of sparkle to your campaign, or
using the tool to display a lot of information in a small amount of
space, GIFs have enormous storytelling and engagement potential.

78. EXAMPLE OF ANIMATION SCENARIO
• This example from home goods brand Serena & Lily uses a GIF that
combines images and text to alternate between inspiring tips and a
gorgeous dose of interior design eye candy.
• Reading like a luxury fashion magazine brought to life, the beautifully
executed campaign invites viewers to explore beyond the confines of
an email message.
• “CREATE THIS LOOK >” in all caps provides an exciting CTA that goes
above and beyond the standard “Shop now” or “Learn more”
routine.
• And with an aesthetic like this, it’s hard to say no.

80. EMAIL CLIENTS
• Email client is a desktop application that enables configuring one or
more email addresses to receive, read, compose and send emails
from that email address(s) through the desktop interface.
• It provides a central interface for receiving, composing and sending
emails of configured email address(s)

81. The 8 Best Email Apps for Windows
• eM Client for multilingual email exchanges
• Thunderbird for echoing the browser experience
• Mailbird for people who live in their inbox
• Windows Mail for simplicity and minimalism
• Microsoft Outlook for reliability
• Postbox for using personalized templates
• The Bat! for security and encryption
• Front for team collaboration

82. eM Client
• Best Windows email client for multilingual email exchanges.
• eM Client handles all the basic features expected of the best email
apps.
• Its stand out feature is its ability to translate emails sent in 39
languages right within the app.
• eM Client also offers a "Deduplicator" tool, which will find duplicates
in your contacts, emails, calendar events, and tasks.
• eM Client will automatically detect the language and provide the
option to translate with a simple click right beneath the contact
information.

84. Thunderbird
• Best Windows email client for echoing the browser experience.
• The program works with tabs:
• There's a tab for each email the user opens, a tab for chats, one for
the calendar, and one for tasks.
• Composing a new email actually opens up a new window altogether.
• Thunderbird integrates with Google Chat, IRC, Twitter, and XMPP,
which means you can use these apps from within Thunderbird itself.

86. Mailbird
• Best Windows email client for people who live in their inbox.
• The first thing that you'll notice about Mailbird is the lack of text on
the page. Instead, it's all about icons.
• You can customize this look to be more conventional, and you can
even tweak the look of the app with some flashy templates.
• It integrates with nearly 50 apps and services, which makes it a great
choice for users who live in their inbox.
• With workplace apps like Trello, Slack, and Asana, and chat tools like
WhatsApp and WeChat, Mailbird becomes a powerful hub for
communication and project management.

88. Windows Mail
• Best Windows email client for simplicity and minimalism.
• Windows Mail is the default app that comes pre-installed on
Windows, and it's as simple as it gets.
• In the left sidebar, you can access your calendar, tasks, and inbox.
• Once in your email inbox, it's all fairly basic.
• Windows Mail Pricing: Free

90. Microsoft Outlook
• Best Windows email client for reliability.
• Is one of the oldest email clients out there that's still widely used.
And for good reason: It's reliable.
• Plus, Outlook's email, calendar, and contact management systems
are all seamlessly integrated for a smooth user experience.

92. Postbox
• Best Windows email client for using personalized templates.
• Postbox's Responses tool comes with an intuitive editor that cleverly
uses placeholders in order to easily assign automated values to fields,
like the original sender's first or last name, the subject line, the date,
or any other piece of information stored in either the received
message or Postbox itself.
• Pick the template you created from a dropdown menu, and the app
will automatically generate and send a personalized reply.

94. The Bat
• Best Windows email client for security and encryption.
• Is intended to protect its users.
• This app is designed to address a number of security issues that, while not
necessarily common, could potentially affect other email clients.
• The Bat! requires a key to decrypt all the data it's storing.
• This means data can only be accessed through the app itself, unlike other
clients that store the information in localized folders, where it can be
obtained from outside the program.
• The Bat! a great choice for anyone working with particularly sensitive
information.

96. Front
• Best Windows email client for team collaboration.
• Front centers around one main concept: collaboration.
• It's designed for entire teams to work together in a system of shared
inboxes.
• All inboxes you create are private by default, but you can invite
specific team members to specific inboxes and then assign emails to
members from within the email itself.
• Adding to the hub-like feel of Front is its native integrations with
more than 40 apps and services, including Asana, Dropbox, HubSpot,
Slack, and Trello.

98. INTERACTIVE PROCESSES WHICH PROMOTES
EMAIL MARKETING DESIGN
Use real-time marketing:
• In short, real-time marketing encompasses up-to-date situations and
events.
• You want to pursue an additional sales opportunity with your
customer.
• The strategy entices the consumer to make a decision based on a
certain interaction.
• Apply this concept to your email strategy.

99. INTERACTIVE PROCESSES WHICH PROMOTES
EMAIL MARKETING DESIGN
Incorporate polls, surveys, and reviews
• Surveys are great.
• I’ve explained before that you can use surveys as part of
your amazing customer service strategy.
• Instead of sending a link to a survey via email, you can build an
interactive email survey.

100. INTERACTIVE PROCESSES WHICH PROMOTES
EMAIL MARKETING DESIGN
Add menus
• I’m sure your website has menus.
• So why not add some to your emails?
• Interactive emails with a menu can improve your click-through rates.
• It’s also another great way to generate traffic.

101. INTERACTIVE PROCESSES WHICH PROMOTES
EMAIL MARKETING DESIGN
Utilize videos:
• You can use videos to capture the attention of your subscribers and
customers.
• Videos also provide lots of opportunities to distribute different types of
content.
• Try using an informative video to keep your subscribers up to date about
news in the industry.
• Another type of video you can use is a “how-to” instructional message.
• Use videos to promote new products or services.
• Including a video directly in your email message is more convenient for
customers than sending a link to your website or YouTube channel.

102. INTERACTIVE PROCESSES WHICH PROMOTES
EMAIL MARKETING DESIGN
Add GIFs
• Incorporate GIFs into your messages.
• I’m sure you’ve heard people pronounce this word a number of different
ways, but GIF stands for graphics interchange format.
• It’s not a photo or a video.
• GIFs fall somewhere between the two.
• The GIF captures the subscriber’s attention.
• It’s simple, but it stands out.
• It’s designed to increase interactivity and enhance user engagement.
• Let’s take a look at another GIF from Netflix.

104. INTERACTIVE PROCESSES WHICH PROMOTES
EMAIL MARKETING DESIGN
Add personalization:
• You always want to be personal with your customers.
• I’ve explained certain ways to do this in your email campaigns.
• Use tricks like:
• Addressing the reader by their name
• Sending messages from your personal email address
• Signing all messages with your name
• But how can you add personalization to an interactive email?
• It’s simple.
• Send your customers messages about something specific to their interaction with your
business.
• This is a great opportunity to drive sales.

105. INTERACTIVE PROCESSES WHICH PROMOTES
EMAIL MARKETING DESIGN
Use live shopping carts
• Let’s take that last notion one step further.
• Rather than just sending your customers some encouragement to
complete their checkout, you can create a live shopping cart.
• Allow the consumer to shop from within the message.
• Here’s an example to show you how it works:

107. INTERACTIVE PROCESSES WHICH PROMOTES
EMAIL MARKETING DESIGN
Use interactive photos
• Earlier we discussed videos and GIFs.
• But what about photos?
• Yes, we can use photos in our emails too.
• Just make sure they are interactive as well.
• Let’s take a look at another example.

109. Conclusion
• Emails are an effective marketing tactic.
• Incorporate certain elements into these messages to increase interactivity.
• Let your customers respond to surveys, polls, and reviews.
• Use real-time marketing tactics to upsell a recent purchase.
• Don’t underestimate the visual impact of an email.
You can use:
• Videos
• GIFs
• Photos
• Create a unique experience for your customers.
• Instead of just giving them a discount, spark their curiosity.

110. SENDER/SUBJECT/COPY
• The Sender name (also called the “from” name or line) is a key
element of your email message, but it doesn't get nearly as much
attention as its inbox companion, the subject line.
• A Subject Line is the introduction that identifies the emails intent.
This subject line, displayed to the email user or recipient when they
look at their list of messages in their inbox, should tell the recipient
what the message is about, what the sender wants to convey.
• Email copywriting is the actual copy the words in your email subject
lines and body content. It's how you express an idea to convince
prospective customers to convert.

111. Reasons to use images in your emails
Images grab attention
• When a subscriber opens an email, they're immediately drawn to an
image.
• After looking at the image, their eye line is drawn to the text near it.
• Research shows visuals increase a person's willingness to read a piece
of content by 80%.
• In other words, the combination of images and text provides the best
results for your email.

112. Reasons to use images in your emails
People crave images
• When subscribers were asked whether they prefer images or text in
their email, the results were strongly in favor of images.
• 65% of users prefer emails to contain mostly images, compared to
35% who prefer text.

113. Reasons to use images in your emails
Visuals are easy to digest
• Visuals are great learning tools, which is why so many teachers
incorporate pictures into their lessons.
• It turns out, more than half of all Americans (65%) are visual learners.
• By selecting the right image for your email, you can teach subscribers
something about your product, service or brand.

114. Risks of Email Marketing
Spamming:
• When starting an email marketing campaign one should never
purchase an email mailing list.
• Sending email to consumers who did not subscribe to you goes
against the CAN-SPAM Act and can result in spamming reports and
eventually get your email black-listed and banned.
• The best results from email marketing come from starting a mailing
list from scratch to people who actually subscribe to your service.

115. Risks of Email Marketing
Reputation:
• Don’t use false or misleading header information
• Don’t use a deceptive subject line
• Messages must include a valid physical address
• Give readers an opt-out/unsubscribe option

116. Stage 3: Delivery

117. EMAIL SERVICE PROVIDERS (ESP)
• An email service provider (ESP) allows users to send email campaigns
to a list of subscribers.
• Email service providers are technology companies that make it easier
for people to build email lists and send emails.
• At the most basic level, an ESP needs to do two things:
store email addresses and send emails.

118. The best email services of 2020 are:
1. ProtonMail
2. Gmail
3. Outlook
4. Yahoo Mail
5. Zoho

119. 1. ProtonMail
• Email with an emphasis on security and privacy.
• ProtonMail is a Swiss-based email service which focuses on privacy
above all else.
• You can sign up anonymously, there's no logging of IP addresses, and
all your emails are end-to-end encrypted, which means there's no
way ProtonMail (or anyone else) can read their contents.

121. 2. Gmail
• Google’s webmail juggernaut needs no introduction.
• First released back in 2004, Google's Gmail has become the market
leader in free email services with more than a billion users across the
globe.
• Gmail's stripped-back web interface is a highlight.
• Most of the screen is devoted to your inbox, with a minimum of
toolbar and other clutter. Messages are neatly organized via
conversations for easier viewing, and you can read and reply to emails
with ease, even as a first-time user.

123. 3. Outlook
• There’s plenty of power here, especially for Office 365 users.
• A toolbar gives you speedy access to common features, and right-
clicking folders or messages shows you just about everything else.
• If you've ever used another email client, you'll figure out the key
details in moments.
• Excellent attachment support includes the ability to directly share
OneDrive files as copies or links.
• You can also attach files directly from your Google Drive, Dropbox and
Box accounts, and a chunky 15GB mailbox allows storing plenty of
files from other people.

125. 4. Yahoo Mail
• A powerful offering with some surprisingly neat extras.
• Yahoo Mail doesn't make the headlines so much, these days, but its
latest version is a polished and professional service which stands up
well against the top competition.
• The well-designed interface resembles Gmail, at least initially, with a
large view of your inbox, one-click filters for common messages and
content (Photos, Documents, Travel), and easy browsing of all the
emails in a conversation.

127. 5. Zoho
• An email provider that gives you a lot for, well, nothing.
• Zoho Workplace is a business-oriented email service which throws in
an online office suite, document management, and a host of
collaboration tools and other extras.
• The email service is easy-to-use, and provides a decent set of features
to help organize your emails: folders, tags, filters, smart searches, and
more.
• You can also create custom hotkeys to expand and replace easy
abbreviations of your choice with full words and phrases as you type.

129. SCHEDULING
• A scheduled email campaign is an email marketing campaign that a
company sends at a particularly scheduled time, not instantly after
creating. Scheduled emails play a significant part in email
marketing strategy.
• You can schedule your emails to send at a later time.
• Scheduled emails may be sent a few minutes after the scheduled time.
• Important: Your emails will be sent based on the timezone
you schedule them in.

132. Stage 4: Discovery

133. INTERACTION SCALE
How do you scale email marketing?
• Have a strong CTA: Make your CTA clear to the recipient. Always
place it above the fold and use a colored CTA button that stands out,
so there’s no confusion about where you want them to click.
• Use email lead scoring: Use your MA system to score leads on how
they react to your email marketing efforts. Score on opens, click-
throughs, etc. And subtract scores for unsubscribes, spam complaints,
and so on.

134. How do you scale email marketing?
• Leverage A/B testing: Use it to test different subject lines, email body
copy, images, and more. A/B testing helps you hone in on the best
options to generate maximum engagement. This is the only way to
ensure effective email marketing practices.
• Send autoresponders: Set up autoresponders in your marketing
automation system. Use them to automatically send welcome
messages to new subscribers, send new customers instructions to get
their account set up, and more.

135. How do you scale email marketing?
• Review and proofread multiple times before sending: Nothing
screams amateur more than a prospect or customer reading a typo in
your content. It detracts from your credibility and could be enough to
dissuade prospects from purchasing your offering. So be sure to
review, proofread, and review again before sending to make sure your
email is clean and error-free.
• Measure your efforts: With powerful email tracking capabilities, you
can measure email open rates, click-through rates, unsubscribes,
bounces, spam complaints, and more. Doing so provides insight into
what is producing results, and what needs work. Plus, it allows you to
make data-driven decisions about how to move your email marketing
efforts forward.

136. Campaign Report
• At the top of a campaign's record, the overview section provides
pertinent details, including its description, ID, dates, goal, and other
information. ... To help identify campaign records, your organization
can assign short, unique identifiers when you add them.

137. How to Write a Report on an Advertising Campaign.
1. Summarize the advertising campaign's goals:
• Restate one or more concrete outcomes you wanted to achieve from
the ad campaign. For example, a retail business may want to increase
sales by 10 percent by the campaign's end.
2. Describe the competitive landscape during the campaign:
• Understand that you have not conducted your advertising campaign
in a vacuum. While you have been running your goal-oriented ads,
your competitors have been implementing their own strategies. For
example, a competitor may have countered your 10 percent store
coupon with a 20 percent discount coupon.

138. How to Write a Report on an Advertising Campaign.
3. Illustrate the campaign's concrete results:
• Use sales figures, spreadsheet-based graphs or other graphics to
objectively present the outcomes. Analyze the varied media's effectiveness,
as well.
4. Discuss recommendations for future campaigns:
• Summarize advertising campaign components that produced your desired
results. Show, for example, how portable electronic device ads attracted a
younger target market. Additionally, present those campaign tactics that
did not meet your expectations or even failed miserably.

139. Subscribers report
• The Subscribers report shows how you've gained and
lost subscribers across different content, locations, and dates.
• Subscribers are viewers who tend to interact more with your content
and watch your videos on a regular basis.
• According to the YouTube Partner Program requirements, you need at
least 1,000 subscribers to be eligible to monetize your account
through their program.
• However, there are a lot of factors that contribute to receiving a
substantial payout from AdSense.

140. Split Testing
• Split testing (also referred to as A/B testing or
multivariate testing) is a method of conducting controlled,
randomized experiments with the goal of improving a website metric,
such as clicks, form completions, or purchases.
• The tester waits for a statistically significant difference in behavior to
emerge.
• By comparing several versions of your web pages, such as your
landing pages or homepages, a split test helps you identify which one
has a better conversion rate for your visitors.