In this presentation you will learn about the most effective digital marketing tool - email! Spam is dead, but email marketing done right had the highest ROI of all the digital techniques.

1. EMAIL
MARKETING IN A
NUTSHELL
Everything you need to know about email
marketing, at your fingertips
DAVID WALTERS, CEO
Steam Powered Marketing

2. • Digital Marketer Certified Partner
• Passionate about helping businesses
• Corporate Change Mgmt. Consultant
• Over 30 years exp. as a Chartered
Engineer
Hi… I’m David…
DAVID WALTERS
CEO
Steam Powered
Marketing

3. What We’ll Cover Today
• The 3 Types of Emails
• The 5 Types of Email Campaigns
• Email Best Practices
• Email KPI’s

4. “EMAIL
MARKETING IS
NOT DEAD.”
- SMART MARKETERS

5. Why You Need Email Marketing
• Email has become so ingrained into our daily routine, that we check it without realizing it
• In 2020, an average of 293.6 BILLION emails are sent a day
• The average ROP for every $1 spent on Email Marketing is $42
• The average open rate for a welcome email is 82%
• Emails with personalized subject lines generate 50% higher open rates
• Sending 3 abandoned cart emails results in 69% more orders than 1 single email
• Videos added to your emails increase click through rates by 300%
• 49% of consumers would like to receive promotional emails from their favorite brands
Source

6. Part 1:
3 Types of Emails

7. EMAILS ARE TOOLS, AND JUST AS
YOU WOULDN’T USE A SCREWDRIVER
TO HAMMER IN A NAIL, YOU WANT TO
USE THE RIGHT EMAIL FOR THE RIGHT
OCCASION

8. 3 Types of Emails
• Transactional Emails
• Promotional Emails
• Content Emails

9. Transactional
Email
These are emails that typical have an exchange of vital
information the customer needs such as…
• Shipping notifications with tracking info
• Login credentials
• Invoices or receipts
• Cancelation requests
These are typically sent from the customer service team
While vital, these emails are often overlooked — a great
transactional email can seriously boost customer
relationships

10. Promotional
Emails
These emails typical include some type of
marketing/promotional material, with the goal of…
• Driving immediate sales
• Driving qualified leads to your sales team
These emails are copy-heavy and often written in the
voice of your brand or figurehead
Having a set schedule to send promotional emails is
important, but they shouldn’t be sent everyday, or it will
exhaust your email list and make your brand feel
scammy

11. Content
Emails
These emails typically include some type of valuable
content, with the goal of…
• Providing value in advance
• Nurturing your relationship with your customers
Newsletters, free resources, and product highlights are
all great types of content to use.
You can use metrics like click-through rate and email
opens to determine if your customers are gaining value
from your content.

12. Part 2:
5 Types of Email
Campaigns

13. Welcome
Email
Campaigns
These campaigns welcome your new subscribers and
manage their expectations
Tips:
• Be Timely: Send immediately after sign up
• Have a Clear Subject Line: This avoids confusion for
your new subscribers
• Personalize the Greeting: Use auto-fill resources to
include their name! Again, this makes them feel
welcomed, and improves open rates
• Give a Next Step: Show them some content or tell them
what to do next. You want to get them to start taking
actions
• Provide Social Media Links: This helps indoctrinate
them by giving more content and more ways to connect

14. Engagement or
Conversion Email
Campaigns
These campaigns drive sales and trials for your
marketing team and/or leases for your sales team
Tips:
• Be Personal: Write from first person, encourage
replies, and sound like a human
• Tell A Story: People engage more with stories
• Use a Strong CTA: Tell people exactly what to do, and
make it easy to navigate (CTA buttons are great for
this)
• Be Mobile Friendly: This is absolutely essential
• Link Your Images: People want to interact with emails,
so this makes it that much easier for them to navigate
to your site

15. Ascension
Email
Campaigns
These campaigns drive people to logical upsells
and/or incentivize early subscription updates
Tips:
• Make Sure It’s Logical: don’t give someone an
upsell that doesn’t apply to them
• Speak To The Benefit: Talk about how this
upsell will help customers achieve their goals

16. Segmentation
Email
Campaigns
These campaigns drive people to “raise their hand” and
show an interest in specialized offers
Segmentation Ideas:
• Demographics: Information like age, gender, company
position, income level, etc…
• Quiz Results: Create a quiz or survey getting to know your
customer's interests and segment based from the results
• Email Engagement: Segment by active vs. inactive –
important for email deliverability
• Geographic Areas: Send time-based emails, regional
advertisements, and locally-timed webinars
• Past Purchases: Recommend based on prior purchases
• Amount Spent: Recommend products in a similar price
range as past purchase amounts

17. Reengagement
Email
Campaigns
These campaigns strive to win over less-active
customers, and attempt to encourage them to
interact more frequently
Why Reengagement Matters:
• Helps re-engage subscribers to your list
• Lets you know whom to remove from your list
• Important for maintaining list hygiene—the
overall health and effectiveness of your email list
• Ensures that you aren’t missing out on leads
• Helps you keep ESP spam rates low

18. Part 3:
Email Best
Practices

19. NEVER RUN 2 MONETIZATION
CAMPAIGNS AT THE SAME
TIME
This exhausts your lists and turns your brand into a scam account. Leave
space between your monetization campaigns to prevent people from
unsubscribing or losing interest in your business

20. THE BEST DAYS TO HOST
WEBINARS ARE ON
TUESDAYS, WEDNESDAYS,
AND THURSDAYS
This is because most people reserve the bandwidth for the middle of the
week. Monday is usually reserved for getting the week setup and Friday is
for winding down the week

21. THE BEST TIME TO CLOSE A
SALE IS ON A WEDNESDAY
OR THURSDAY
Make sure your sales teams are prepared and ready to go in the
middle of the week.

22. SCHEDULE THE EMAILS IN
YOUR CAMPAIGN TO GO OUT
MONDAY-THURSDAY AT 9 AM
This is when general email engagement is the highest. It’s the beginning of
the work day for most people and when they are most active on their email
accounts. But don’t forget to allow for different time zones

23. SPLIT YOUR EMAIL LIST INTO
2 SEGMENTS: ENGAGED AND
UNENGAGED (NO PURCHASE
IN THE PAST 30 DAYS)
Take the best performing emails from your engaged list and send them to
your unengaged list. This gives your less-interested audience your top
content, and increases the chances that they’ll become engaged

24. MAKE SURE YOUR EMAIL
MARKETING CAMPAIGNS ARE
ALIGNED WITH YOUR
COMPANY’S PROMO
CALENDAR
This ensures that your brand is consistent across channels,
keeping your products and services top-of-mind for your customer

25. Part 4:
Email Metrics

26. Email Metrics You Should Be Tracking
• Open Rates
• Click Rates
• Click-To-Open Rates
• Unsubscribe Rates
• Spam Rates

27. Thank You!
Feel free to connect with me if you have any
questions –
david@steampoweredmarketing.com
linkedin.com/in/davidjameswalters