1.
EMAIL MARKETING
STRATEGY
Christine Barbara

2.
WHAT IS EMAIL MARKETING?
Email marketing is a form of direct and
digital marketing that uses email to promote
a business’s products or services. This
marketing strategy helps with lead
generation, brand awareness, building
relationships and keeping customers engaged
with your product or brand.

3.
WHAT ARE FOUR TYPES OF EMAIL MARKETING?
Newsletter emails provide subscribers with helpful knowledge and tools that contain
engaging content, how-tos and announcements about new services or products.
Acquisition emails can help your business acquire customers to have opted to receive
your emails but not have converted into customers.
Retention emails help businesses send offers or content to existing customers with the
purpose of keeping them as clients.
Promotional emails are a great way to drive sales, signups and new product offerings.
Businesses can use promotional emails to reward engaged subscribers with exclusive
offers, drive new products or services to subscribers and cross-sell products to their
customer base.

4.
HOW TO DEPLOY A SUCCESSFUL EMAIL MARKETING CAMPAIGN
1. Make sure to identify the goal of the campaign. Is it to sell a product? To drive
traffic to your website? Or is it to notify your customer that you have a new
product launching soon? Whatever the goal is, make it enticing and engaging!
2. Determine the target audience. Always curate your content to who you are trying
to sell it to. Try to put yourself in the shoes of your customer and ask yourself,
what would make me want to check this product out?
3. Identify your mailing list and segment your audience. Let’s say you’re promoting
an event in San Diego, let’s skip sending the promotion to your New York
subscribers.

5.
HOW TO DEPLOY A SUCCESSFUL EMAIL MARKETING CAMPAIGN
4. Create a schedule for sending emails and pick the right time of deployment. Rule
of thumb, Saturdays and Sundays are the worst days to send an email as people
are not checking their emails. And if you want to test the waters, you can always
do an A/B test to determine what time your customers open their emails.
5. Always send test emails, copy and design buttons before deploying to check for
mistakes.
6. Send mobile friendly emails. Over 85% of users use their smartphones to access
their emails.

6.
HOW TO OPTIMIZE EMAIL CONTENT
1. Keep subject lines short but click-worthy! This is the gatekeeper of your email.
2. Personalize the message and write the copy that will engage your subscribers.
3. Include a clear call to action.
4. Last but not least, provide a way for them to opt out.