Martal Group - B2B Lead Gen Agency - Onboarding Overview
Email Marketing 101
1. Email
Marketing 101
Goal: Providing a beginner’s level understanding
of Email Marketing, its purpose, and the role it
plays in a holistic marketing strategy.
3. Website DesignInbound vs. Outbound Marketing
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In order to understand the role that Email Marketing plays into a marketing strategy, you must first
understand how Inbound & Outbound Marketing work. Emails can be both.
Inbound marketing: A technique for drawing customers to products and services via content
marketing, social media marketing, search engine optimization, and branding. This in turn creates
valuable experiences with a lasting positive impact that will nurture leads.
Outbound marketing: This refers to any kind of marketing where a company initiates the
conversation with their audience, e.g. Cold Calling/Advertising. Outbound marketing is the opposite
of inbound marketing, where the customers find the product/service when they need it.
4. Website Design
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Symbiosis
All inbound marketing efforts
work to support each other in
nurturing interest and trust in
potential customers.
**As the Delivery Team, we are
harnessing a few of these
techniques for our partners.
Through Instagram, Ads, Email
and an attractive website, we
can funnel conversions and the
cycle of customer engagement.
5. Website DesignDefining Email Marketing
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At its most basic level, email marketing is the use of email to promote your business. It’s
about adding a personal touch to customer communication.
What is it used for?
➢ To cultivate relationships with potential customers
➢ Keeps current customers informed and updated on the business’s brand
➢ Offer coupons to encourage customer loyalty
➢ Promotes giveaways to the business’s audience
… and so much more!
6. Website Design
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As you look at the preview of this email,
what do you think the goal was behind
the campaign?
The Anatomy of an Email
To & From
Subject Line
Preview Text
Greeting or Headline
Image
Body text
CTA
Footer
7. Website DesignKey Metrics
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1) Open Rate: The percentage of prospects who open an email
2) Response Rate: The percentage of prospects who respond to an email
3) Conversion Rate: The percentage of responding prospects who subsequently buy
4) Click-Through-Rate (CTR): The percentage of users who click on specific links
How do we determine this? UTM Tracking!
➢ UTM: "Urchin Traffic Monitor". This name comes from Urchin Tracker, a web analytics software
that served as the base for Google Analytics. These special codes can be added to the end of any
URL to track clicks and performance of marketing activities that reports back to a reporting tool.
8. Website Design
Driving the Metrics 🚗
💨
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Image: The imagery of an email works in tandem with the copy after the reader is drawn in by the subject
line. Imagery should demonstrate the value of what the copy is presenting.
Copy: This is the meat and potatoes of the email. This spurs action and conversions.
➢ Writing quality copy that will entice customers to click-through is what will help to increase &
improve those metrics that we just talked about
○ OR→ Attention-grabbing subject lines will get readers to open the email
○ RR→ Same as CTR, but the reader is seeking to learn more rather than take action right away
○ CR→ This comes into play if the reader connects with the content in the email. They will likely
also connect with what they see on the website
○ CTR→ Relevant & quality copy with a creative will entice readers to take action
**This is why keeping a consistent message/voice across channels and mediums is important!**
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Quick tips on Email Copywriting
📝
Be Personal: Write as if talking to a customer, one on one. Use personal pronouns and keep a conversational
tone in the writing.
➢ You’re like, our coolest customer. Here’s 20% off!
➢ Dang! Looks like you left something cool in your cart.
Desire + Curiosity: Aim to immediately and clearly demonstrate the value of what’s being offered inside the
email, appealing to the customer’s relevant interests.
➢ Don’t miss out on your special VIP discount.
➢ Healthier, brighter skin in one week? Read Jamie’s story.
Be Brief, Be Brilliant, Be Gone: In general, copy should imply urgency and scarcity, ultimately guiding the
reader to a clear CTA that connects with the subject line.
**Stay tuned! An in-depth training on the ins and out of Email Copywriting will be our next workshop!**
12. Website Design
What Makes an Effective Email Marketing Strategy?
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Relevancy
➢ Method: Segmentation
○ Segmentation is the division of email subscribers into smaller segments based on set criteria.
Timing
➢ Method: Automation
○ Emails sent within a window of time based on behavior or pre-set website trigger (abandoned carts,
signed up for welcome email)
Copywriting + Creative
➢ This drives and guides engagement, audience consideration, and CONVERT$
13. Website DesignSegmentation Overview
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Segmentation is a lot like plumbing. There’s a flow to manage with a
series of automated paths and
“valves” that say yes or no to
sending an email and who gets it.
Basic Segmentation Techniques…
➢ Gender, age, location, birthday
➢ Buying behavior / interests
➢ Email activity
➢ E.g. “Women in Texas who have looked at our yoga pants pages”
○ Action: Pitch them a new color
The Result: Relevant, timely emails that offer value and drive conversions
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➢ We can help our partners engage with their audience of loyal customers directly
○ There are over 3.7 billion email users worldwide
○ Welcome Emails have an average open rate of 82%
○ Personalized emails (i.e. Hi, Nick!) yield a transaction rate 6x higher than impersonal ones
➢ We can help them make more $$$
○ For every $1 spent on email marketing, the average return is $32
○ Email should deliver 20-40% of an ecomm business’s revenue
○ According to the DMA’s 2013 National Client Email Report, over 75% of email revenue is
generated through triggered campaigns, rather than one-size-fits-all promo campaigns.
How does this fit into SelfMade’s strategy?
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Types of Email Campaigns
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Automated Flows:
Automated Email Marketing
Scheduled Campaigns:
Manually Built One-Time Emails
Relevancy:
Audience
Specific customers, based on behavior or
event
Sent to Groups of Users (can range from full
list or specific segment(s)
Timing Triggered every time a certain user behavior
or “event” occurs
Pre-scheduled to send at a specific time
Examples Welcome Series
Post-Purchase Cross-Sell
Birthday Promotion
Cart Abandonment
Customer Re-Engagement
Sales (Seasonal, Holiday)
Product Launches
Company Announcements
Monthly Newsletter
Events
Content (editorial, testimonials)
➢ Campaign: This can be a one-off email or a series of emails, with a specific goal
17. Website Design
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Examples of Email Campaign Goals
Campaign Type Goal
Welcome Series Demonstrate value, discount reward, inform and nurture loyalty
Abandoned Cart Complete conversions (this can make up to 40% of email revenue!)
Post Purchase Cross-Sell / Drip Conversions, brand loyalty / Generate UGC, Request Reviews
Product Launches Create exclusive sneak peek, build social media hype, conversions
Promotional Employ direct response techniques for customers to claim LTO (E.g. sales,
discounts, giveaways)
Newsletter / Blog Provide relevant value, news, increase brand loyalty
Social Proof Evidence of worthy purchase; demonstrating validity of brand; FOMO! 🙀
18. Website DesignActivity
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*Break off into small groups that consist of at least one CS & one BM.
*Pull up the email campaign from your personal inbox and identify & discuss the following:
1. What made you open this email or initially disregard it?
2. What are the goals of the campaign and type?
3. What can you identify in the strategy (image, copy, and timing choices) that help
to achieve these goals?
4. What would you change about this campaign to make it better?
