Email marketing by Arash Khosravian

I am Arash Khosravian
Account Manager from Anetwork
Hello!

PEOPLE HAVE DRAMATICALLY
CHANGED HOW THEY LIVE AND
WORK.

In traditional marketing, companies focus on finding customers by getting their
message in front of as many people as possible.

INBOUND IS ALL ABOUT
EMPOWERING VISITORS, LEADS
AND CUSTOMERS WITH
HELPFUL, RELEVANT CONTENT
THAT PROVIDES VALUE.

WITH AN ROI OF 38-1, EMAIL MARKETING IS
ONE OF THE BEST INVESTMENTS YOUR
BUSINESS CAN MAKE.

Email is a channel that you own. You will always have a 1:1 relationship with your
contacts.

THE CORE PRINCIPLES OF
EMAIL MARKETING
◉ The rise of mobile devices
◉ The significance of segmentation
◉ The power of personalization
◉ The importance of data-driven analysis and
optimization

45%
45% of Email messages are opened in mobile devices

62%
agree or strongly agree.
When asked to rate the statement: “Most of the marketing emails I
receive include no content or offers that are of interest to me.”

94%
Of businesses say personalization is critical to their
current and future success.

JUST BECAUSE YOUR EMAIL
WENT OUT TO 10,000 PEOPLE
DOESN’T MEAN IT HAS TO READ
LIKE IT DID.

Data-Driven Analysis
◉ Tracking the metrics that matters
◉ Learn what they indicate about the success of your
program
◉ How to use those metrics and what they signify to
optimize and improve your Email marketing

1. Why Email?
2. Lifecycle Marketing
3. Segmentation
4. High-Performing Email
5. Email Design
6. Email Deliverability
7. Lead Nurturing
8. Analytics and Optimization

LIFECYCLE MARKETING
How you communicate with your contacts – from their
first point of contact all the way through their lifespan
as a paying customer.

73%
of your leads will not be sales-ready when first
generated

HOW TO USE EMAIL TO DO
LIFECYCLE MARKETING
◉ Map the content in your emails to the buyer’s journey
◉ Identify key touch-points in your marketing and sales
process

POTENTIAL KEY
TOUCHPOINTS
◉ Subscribing to your blog
◉ Filling out a contact form
◉ Requesting a consultation
◉ Downloading a key offer

YOUR JOB AS A COMPANY IS
NOT COMPLETE SIMPLY
BECAUSE A CUSTOMER HAS
PURCHASED.

10X
as much of their first purchase.
Loyal customers are worth up to

HOW CAN YOU GET YOUR NEW
CUSTOMERS TO SEE THE VALUE
OF THEIR PURCHASE AS
QUICKLY AS POSSIBLE?

THREE CUSTOMER STAGES
New
customers
Evangelists
Ongoing
customers

BARRIERS TO EFFECTIVE EMAIL MARKETING

Segmented vs. Unsegmented Email Campaigns

WHAT IS A CONTACT
DATABASE?
Your contact database is a place to keep track of all the
people and companies that have a relationship with your
business.

WHAT IS A LIST?
Lists are the different ways that you break up your
contacts into smaller segments based on their
similarities.

HOW MARKETERS SEGMENT THEIR CONTACTS

BUYER PERSONAS
Semi-fictional representations of your ideal
customer based on real data and some select
educated speculation about customer
demographics, behavior patterns, motivations,
and goals.

SEGMENTATION
◉ COMPANY-RELATED SEGMENTATION
◉ ROLE-RELATED SEGMENTATION
◉ BEHAVIOR-RELATED SEGMENTATION

EXPLICIT DATA IS INFORMATION
THAT IS INTENTIONALLY SHARED
BETWEEN A CONTACT AND A
COMPANY.

IMPLICIT DATA IS INFORMATION
GATHERED FROM USER BEHAVIOR.

Explicit Data
• Contact information
• Company Information
• Form Submission
EXPLICIT AND IMPLICIT
Implicit Data
• Email engagement
• Web analytic history
• Conversion data

Build separate lists for your subscribers, leads and customer.
These lists ensure that you send the right person the right
message at the right time.
Personas give you a clear picture of who will be receiving your
email.
Think about business-specific info your company might need to
track.

ENGAGEMENT RATES DECREASE AS MAILING SIZE
INCREASES

THINK BIGGER
THAN CLICKS AND
OPENS.

BEST PRACTICES FOR HIGH-
PERFORMING EMAILS
◉ Determine a good primary goal for your email
◉ Optimize your email for opens
◉ Compel your reader to action

WHO, WHAT, WHEN,
WHERE AND WHY.

CRAFTING A GREAT SUBJECT
LINE
◉ Shorter is better
◉ Avoid salesy language
◉ Keep it straightforward
◉ Personalize
◉ Mix it up

CHOOSING YOUR FROM
NAME AND EMAIL ADDRESS
◉ Use a company address, not a free webmail account
◉ Don’t send emails from no-reply
◉ Use an address that indicates the purpose of the send
◉ Customer lifecycle should dictate who the email comes
from

Preview text:
the snippet of copy that
is pulled from the copy
of your email.

WRITING EFFECTIVE EMAIL
COPY
◉ Write for scannability
◉ Use the right tone
◉ Personalize
◉ Make it readable on any screen
◉ Proofread, proofread, proofread
◉ Mix it up

PREVENTING ERRORS IN
YOUR EMAIL
◉ Send yourself a test. Check it on your computer and
your phone
◉ Try to read your email without images.
◉ Click on all of the links
◉ Make sure your unsubscribe link is working
◉ Test your email in popular apps and programs

THE FUNCTION OF A
CALL-TO-ACTION IS TO
TAKE THE READER OUT
OF THE INBOX.

MAKE EACH COMPONENT OF
YOUR EMAIL A CALL-TO-
ACTION
◉ Don’t use vague phrases
◉ Link images to your offer’s landing page
◉ Hyperlink the appropriate copy in the email
◉ Edit alt-text of images and CTAs

Effect of number of images in marketing emails on CTR.

“
Design is not just what it looks and
feels like. Design is how it works.
- Steve Jobs

EMAIL DESIGN BEST
PRACTICES
◉ Pick a primary goal
◉ Write and design the copy
◉ Create a consistent experience

EVERY PART OF YOUR
EMAIL SHOULD
SUPPORT THE GOAL
YOU’VE SELECTED.

ANALYSIS PARALYSIS
The state of overthinking that stops people from
making a decision.

WRITING EFFECTIVE EMAIL
COPY
◉ Write for scannability
◉ Use the right tone
◉ Personalize when appropriate
◉ Proofread, proofread, proofread

COMMUNICATING WITH
DESIGN
◉ Use headers and subheaders
◉ Use font, bolding, italics, numbers or colored text, but
not underline
◉ Be deliberate about the top 25% of your email

How to reduce information density.

The importance of white space.

EMAIL DESIGN AND
WEB DESIGN ARE
DIFFERENT.

Campaign Monitor’s ultimate guide to CSS.

EMAIL LAYOUT DESIGN
GUIDELINES
◉ Provide a link to an online version
◉ Lean away from html/css-based positioning
◉ Stick to table-structured positioning

EMAIL IMAGES AND
STYLING TIPS
◉ Add alt-text to your images
◉ Avoid creating your email as a single image
◉ Avoid using background images
◉ Define the width and height of your images

DESIGNING FOR MOBILE
DEVICES
◉ Use mobile-friendly templates
◉ Move your call-to-action above the fold
◉ Font should be minimum 14pt font
◉ Avoid the “wall-of-text” by using line breaks
◉ Your call-to-action should be at least 44 x 44 pixels

EMAIL DELIVERABILITY
The measurement and understanding of how
successful a sender is at getting their marketing
message into people’s inboxes.

IF YOU SEND EMAIL THAT
PEOPLE DON’T WANT, THAT
DOESN’T ACTUALLY BENEFIT
THEM, EVENTUALLY YOU
WON’T GET INTO THEIR INBOX.

BEST PRACTICES FOR
BEFORE THE SEND
◉ Sources
◉ Permissions
◉ Expectations

MEASURING YOUR
DELIVERABILITY AFTER THE
SEND
◉ Engagement metrics
◉ Contact churn metrics

CLICKS ARE THE PROOF THAT
YOUR EMAIL MOTIVATED YOUR
RECIPEINT TO ACTUALLY DO
SOMETHING.

EMAIL BOUNCE
A bounce is an email that for some reason was
rejected by the recipients mail server.

MOST COMMON TYPES OF
BOUNCES
◉ Recipient bounces
◉ Content bounces
◉ Reputation bounces
◉ Temporary failures

BOUNCE CODE
CODES THAT START
WITH A FOUR MEAN
IT’S A TEMPORARY
BOUNCE. YOU CAN
TRY AGAIN LATER.
CODES THAT START
WITH A FIVE MEAN
THE EMAIL ADDRESS
SHOULD NEVER BE
TRIED AGAIN
BECAUSE IT WILL
NEVER WORK

RECIPIENT BOUNCES
Have a 500 or 550 bounce code. Their message
usually tells you this is either no good or never was
good. Also called unknown user bounces.

CONTENT BOUNCES
Have a 571 or 554 code. The mail server, anti-spam
service, or software protecting the mail server
determined that your content was kinda gross.

WHY CONTENT BOUNCES
HAPPEN
◉ They didn’t like something you linked to
◉ You didn’t have enough actual text content in the email
◉ Your email copy looks like content that they have
previously marked as spam
◉ Your email copy was loaded with spelling errors

REPUTATION BOUNCES
Some system between you and the recipient’s
mailbox made a judgment call based on your
reputation and refused to deliver the message. The
bounce codes are either 571, 554, or sometimes 471.

TEMPORARY BOUNCES
Can mean that folks protecting your recipient’s inbox
aren’t quite sure what to make of you, so they’re
taking a wait and see approach.

GETTING MARKED AS SPAM
WILL IMPACT YOUR ABILITY
TO SEND EMAILS TO PEOPLE
WHO LOVE THEM.

THE 3 TO 1 RULE:
Take the spam complaints you’re receiving and
multiple them by 3.

Avoid Sending Spam Email &
Improve Your Email
Deliverability
◉ Don't buy or rent email lists.
◉ Don't email people who have bounced repeatedly
◉ Don't use all caps anywhere in your email or its subject
line.
◉ Don't embed forms in your emails.
◉ Don't use spam trigger words.

Sending to unengaged
contacts is like the worst
lottery ticket ever.

UNSUBSCRIBES USUALLY MEAN YOU’RE NOT
MEETING THE EXPECTATIONS OF YOUR
USERS.
PRO-TIP: IF UNSUBSRIBES GO DOWN, AND
ENGAGEMENT IS DOWN, YOU’RE NOT
GETTING INTO THE INBOX.

If you send regularly, your bounce rates should be really low.
Link shorteners are used by spammers to hide where their links
will actually end up.
Email service providers will stop showing greymail to
subscribers

HOW TO COMBAT
GREYMAIL
◉ Send re-engagement campaigns, then stop sending
emails to the ones that don’t re-engage
◉ Increasing segmentation
◉ Removing contacts from your database who are no
longer engaged

LEAD NURTURING
The process of building relationships with prospects
with the goal of earning their business when they are
ready.

“
MOST MARKETING AUTOMATION IS
REALLY EXPERIENCE DESIGN.
- SCOTT BRINKER

BEST PRACTICES FOR LEAD
NURTURING
◉ Decide how to use lead nurturing for your business
◉ Learn how to build a great individual workflow
◉ Communicate with your leads based on their behavior

THE APPROACH YOU SELECT
WILL DEPEND ON SEVERAL
FACTORS:
◉ How many leads do you get each month?
◉ Through which channels do you get generate those
leads?
◉ Do you have a sales force? If so, how many reps do you
have?
◉ What is your business model?
◉ How long is your sales cycle?

HOW MANY EMAILS DO YOU
PLAN TO SEND?
HOW LONG WILL THE DELAY BE
BETWEEN EACH EMAIL?

BEHAVIORAL EMAIL
Sending targeted emails to your contacts based on
their actions and behaviors.

HOW TO DO BEHAVIORAL
EMAIL
◉ 1. Track how people interact with your business online
◉ 2. Determine the important actions a user might take
◉ 3. Start a conversation with a user based on that
behavior

53%
of organizations chose data-driven marketing as their top
priority for 2016.

THE TYPES OF METRICS YOU
SHOULD TRACK
◉ Individual email metrics
◉ Email channel metrics
◉ Email health metrics

OPEN RATE
The percentage of people that received your email
who actually opened it.

CLICK-THROUGH RATE
The percentage of people who clicked on a link in
your email after opening it.

CONVERSION RATE
The percentage of people who clicked on a link
within your email AND completed a desired action.

GOALS FOR YOUR EMAIL CHANNEL
METRICS
• How people engage with your emails.
• How email impacts your ability to move people through your
funnel.
• How effectively you can use email to drive traffic to specific
events
• How your email database is growing or decaying.

CHANNEL ENGAGEMENT
METRICS
◉ Traffic driven by email
◉ Conversions driven by email
◉ Baseline click rates
◉ Baseline open rates
◉ Mobile vs. Desktop open and click rates

22.5%
of your email marketing database will decay every year,
on average

MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION

PROBLEM SOLUTION
Bad subscriber
expectations
• Give people more
options
• Set better expectations

PROBLEM SOLUTION
Bad subject line
Write a short, to-the-
point, non-salesy subject
line

PROBLEM SOLUTION
These contacts are not
engaged
Send them a specific offer
that will entice them to re-
engage

PROBLEM SOLUTION
Your offer isn’t relevant
This is often a function of
poor segmentation. Look
to the Buyer’s Journey and
Buyer Personas to improve
your email.

PROBLEM SOLUTION
You have deliverability
issues
You never made it into the
inbox in the first place. Go
to Email Deliverability
chapter

MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM SOLUTION

PROBLEM SOLUTION
The CTA isn’t prominent
enough
Make sure your CTA is
prominent, well-placed,
attention-grabbing and
action-oriented

PROBLEM SOLUTION
Your email is trying to do
too many things
When someone opens an
email, it should be crystal
clear what they are
supposed to do.

PROBLEM SOLUTION
Subject line and content of
the email are not aligned
Don’t bait and switch you
readers

PROBLEM SOLUTION
Your email is not
optimized for mobile
Use mobile-responsive
templates, and design
your emails with mobile in
mind

MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW
PROBLEM SOLUTION

PROBLEM SOLUTION
Poor alignment between
content in email and offer
on landing page
Clearly and accurately
demonstrate the value of
your offer through the
entire user experience,
from inbox to conversion

PROBLEM SOLUTION
You have a bad landing
page
Use landing page best
practices • A clear and
compelling headline •
Visual emphasis on value
of offer • No navigation or
menu links • A form whose
length mirrors the value of
the offer

Setting up a test
1.Segment
your
database
2. identify
opportunitis
in your
funnel
3. Design
experiments
4.Prioritize
the
experiments

EMAILS ARE NOT GETTING OPENED
Hypothesis #1:
Your emails are ending up in the Gmail promotions tab
Solution:
To avoid getting marked as a promotion:
• Emails should sound personal
• Remove images
• Avoid using sales-y language

https://litmus.com/gmail-tabs

Hypothesis #2:
Your subject line contains characters and words that trigger the
recipients spam filter.
Solution:
Improve your subject line
Avoid emojis
Remove sales-y words
Align subject line with email content

Hypothesis #3:
Your emails are arriving at the recipients inbox at a time that does
not suit them to open it
Hypothesis #4:
The subject line is not compelling.
Hypothesis #5:
You’re sending too many emails.

KISSMETRICS A/B TEST SIGNIFICANCE CALCULATOR

Any questions ?
arashkhosravian@live.com
Thanks!

Email marketing by Arash Khosravian

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a Email marketing by Arash Khosravian

Semelhante a Email marketing by Arash Khosravian (20)

Mais de Shayan Shalileh

Mais de Shayan Shalileh (20)

Último

Último (20)

Email marketing by Arash Khosravian