Understand the basic process, best practices and do's and don'ts of email marketing, the importance of mobile-first, top trends, subscriber segmentation, email and blog automation and top email marketing software.
Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15
Email Marketing in 2017
1. Email Marketing in 2017
Presented by Kelly Campbell
Web, SEO & Digital Marketing
Consultant
2.
Email Marketing
• Basic Process
• Best Practices
• Do’s + Don’ts
• Mobile First
• Top Trends 2017
• Segmentation
• Automation
• Software
In 2016, across all sectors, email
marketing produced a 3,800% ROI
($38 for every $1 spent).
Source: https://www.campaignmonitor.com/blog/email-
marketing/2016/01/70-email-marketing-stats-you-need-to-know/
4. Best Practices
Be Relevant & Persuade With Emotion
Send targeted messages to select lists
Don’t sell your product, sell its benefits
Make It Responsive
Ensure emails adapt to recipients’ devices
A/B Test Everything
See what works best and move on to the next
Give Before You Take
Offer value before asking for transaction
Keep a Clean List
Remove unresponsive subscribers
5. Do’s & Don’ts
DO
• Personalize (not just First Name)
• Segment
• A/B Test Subject Lines & Content
• Highlight CTAs (Call(s) to Action)
• Try Different Software Providers
• Integrate with CRM
• Include Your Physical Address
• Optimize for Mobile Devices
DON’T
• Spam (It’s Not Cool)
• Batch and Blast
• Use Spammy Verbiage (i.e. free,
special, guarantee, etc.)
• Rely on Graphics Alone (Image to
Text Ratio)
• Email Too Frequently
• Send From “No-Reply” Address
Source: https://sendgrid.com/resource/2017-email-marketing-guide-a-z
