Email Marketing 101:
Strategy

start out by
asking yourself…

W h a t i
s t h e P U R P O S E O f T H I S e m a i l ?

Or rather, what do you
want your recipient to do?

The Purpose of your MARKETING
email could be to have your customers… Sign up for an event Follow you on Twitter Make a purchase Check out your new feature Respond with feedback Make an appointment

transactional Email Vs. Marketing Email
Reminder

Transactional Email Email automatically generated
by an action a user has taken within your app Shipping notifications, Password resets, receipts, Etc.

Marketing Email Email that is
promotional in nature Newsletters, special offers, etc.

We have an “email motto”
we share with all of our clients

To be a successful sender
You need to be sending…

The right Message, to the
right Person at the right Time, with the right Frequency.

R i g h t
M e s s a g e

make sure you’re Sending the
right kind of content Slideshare on Email Marketing content

Personalize your messages with substitution
tags

Hey (first name), We’d love
to show you how (business) can benefit from our new feature… Substitution Tags

R i g h t
P e r s o n

Think about the recipient of
your email…

We’re talking about the person
behind the email address

Demographics Purchase Behavior Interests What
do you know about them?

Different recipients Deserve different content
Segmentation Tips

R i g h t
T I M E

To make sure you’re sending
at the right time, keep an eye on your engagement metrics Engagement Metrics Glossary

OPENS: The recipient opened your
email from their inbox Clicks: The recipient clicked on a link in your email Reminder

Lots of opens and clicks
often means you’re sending at a time that’s right for your recipients!.

R i g h t
F r e q u e n c y

Set the right expectations At
the point of sign Up so you and your recipients are on the same page! Expectation Setting Tips

How often you should send
mail can depend on your industry

Recipients will expect different frequencies
of mail based on your type of business

Some industries require more frequent
emails ( LIKE daily deals sites) while others should be more spaced out (LIKE CAR COMPANIES)

to figure out the right
frequency, The best thing to do is ask!

Your preference Center is your
best defense Against spam Complaints and unsubscribes Preference Center Info

F i n a l
T h o u g h t s

Give before you take Share
valuable information first to Prove Your value to your recipients

Q u a l i
t y > Q u a n t i t y Never send an email “Just Because”

Never stop testing Subject lines,
Calls to Action, Images, etc. A/b Testing Guide

Watch Your Metrics They are
the window into your Recipient’s inbox

R e m e m
b e r O u r M O t t o

The right Message at
the right Time to the right Person with the right Frequency Send…

For more email Best Practices
Visit our blog

For more email Best Practices
Visit our blog Happy Sending!Click here to Check out SendGrid