This document discusses best practices for email marketing. It recommends establishing metrics like open and click-through rates, segmenting databases to engage the right subscribers, and testing subject lines and content. Automating workflows through tools like marketing automation is suggested to generate more sales-ready leads at a lower cost. Emerging technologies like messenger apps, wearables, video and interactive emails are also discussed as shaping the future of email marketing.
3. Email marketing has long been
associated with a medium to reach
subscribers rather than a strategy to reach
and engage the right subscriber
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8. 73% of millennials prefer email,
because it’s “part of everyday life”.
-Adestra
9. B2B marketing email averaged over a 47%
higher CTR than B2C email and has a 23%
higher click-to-open ratio.
-emfluence
10. All emails should have a clear purpose, not
only to nudge users to do what you want
them to do, but to drive their user experience
forward.
- Customer.io
11. CREATE A REASON
• Exclusivity
• Special content
• Behind-the-scenes
• Early product releases
• Special offers
• Automation
21. Use text & images together.
Include the primary content in the
email as text, not just a graphic.
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25. Give the alt tags / labels for your
images descriptions that make sense.
26. People spend a lot of time worrying
about email clients with 1% usage;
accessibility is a much bigger issue.
- Rebelmail
27. Create Clear Calls to Action.
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In A/B tests, there was 28% increase
in CTRs if the call to action was a
button vs. a link.
- Campaign Monitor
28. BUTTON DESIGN
• Contrasting, non-grey colors
• White space around button to stand out
• Arrow or other elements to help with next steps
29. On average, business email campaigns see a
55% increase in CTRs when a video is called
out in the subject line or included in content
- eMarketer
56. Millennials aren’t afraid to mark
unwelcome emails as spam, seriously
hurting your sender reputation and
your ability to send emails in the future
to anyone.
- Litmus
71. Bots will run automated workflows;
send confirmation emails, abandoned
cart emails, create newsletter sign ups,
all personalized with data from the chat
session.
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