This no-nonsense guide packed full of email marketing strategies that are easy to take action on and will help you build a more profitable email list. What you’ll learn: 1. How to increase your email open rates 2. How to schedule your emails for success 3. Ways to segment your email list for a better response rate and much more! If you like this content, sign up free updates to receive more free content like this! http://bit.ly/AtvaRW

2. CONTENTS
INTRODUCTION.3
DESIGN MATTERS.4
OPTIMIZE FOR MOBILE.5
INCREASE YOUR OPEN RATES.6
LEARN THE LAW.7
KILL YOUR CLUTTER.8
SCHEDULE EMAILS FOR SUCCESS.9
SEGMENT YOUR EMAIL LISTS.10
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3. INTRODUCTION
This marketing guide is built for action. We put it together so you could
easily find which email tips you can use and execute them
immediately.
Each section is broken into three parts:
1. Why each strategy is important and how it fits into your email
marketing plan
2. The dangers of not following each strategy
3. Three quick ways you can implement each strategy
Our goal is to set you up for email marketing success. To do that we
packed this ebook full of great content so lets dig in!
Enjoy!
Joel Widmer & John Price
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4. DESIGN MATTERS
Ask any successful email marketer and they’ll tell you a fancy email
template won’t impress your recipients. Take a second to think about
how fast you burn through your unread inbox. I know I spend less than
2 seconds going through my unread email newsletters. If something
doesn’t catch my eye IMMEDIATELY, my mouse is already hovering
over the delete button ready to strike! I guarantee your subscribers
are no different.
A well-designed email has one thing in mind: The subscriber. A high
converting email needs something to catch the subscribers eye and
keep them reading. The top of your email isn’t the place for a big
company logo or picture. The number of people using their preview
panes to scan emails is rising and if the only thing they see is your
logo, I can guarantee it won’t be enough for them to read the rest of
the email. Also, according to a survey from MarketingSherpa, “Only 33
percent of those surveyed have images turned on by default in their
email client. This is a vast difference from 2006, when the figure was a
still concerning 55 percent”.- MarketingSherpa, (2010) The number of
subscribers that enable images continues to fall and if your email
depends on images, 67% of your subscribers might not even be
seeing it.
3 Design Tips To Put Into Action
1. Put your best content above the fold. It may sound counter-
intuitive but your subscribers will only scroll down if they like
what they read.
2. Make sure your email is less than 650px wide
3. Lose the fancy graphics in your email. Most email clients
(ie. Outlook) block graphics causing formatting issues that
make emails unreadable.
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5. OPTIMIZE FOR MOBILE
Our phones have become a lot more than a calling device. In fact,
according to a recent survey from PEW, 83% of Americans own some
kind of cell phone and those making over $30,000/yr own a
smartphone.
That means half of your list (probably WAY more) is reading your
emails on their phone.
If you haven’t tested each email across the main mobile platforms for
formatting and readability, you may be sending a jumbled mess of text
to your subscribers.
Use a tool like iPhoney or W3C mobileOK Checker to optimize your
emails for mobile before you send them out.
3 Ways to Optimize Your Emails For Mobile Phones
1. Put the most important content and your call-to-action at
the top of the email so it’s read first
2. Use contrasting colors because they’re easier to read on
small screens.
3. Make sure you have a plain text HTML version available
on every email because many recipients have images
blocked on their email server.
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6. INCREASE YOUR OPEN RATES
One line will make or break your email open rates. You probably
already guessed it: your subject line. If your subject line doesn’t
capture your audience’s attention and make them want to read more,
it’s going straight to the trash. So what makes a truly great subject
line?
First, what NOT to do. Resist the temptation to use what could be
considered “Spam words.” If you read the email compliance section
you know how picky email marketing laws have become, so make
sure to avoid words like “Free”, “Percent Off”, and “Sale”. Usually
these words will get sent directly to the email providers spam folder to
be lost forever with all of the other “Great Offers” out there.
Remember the goal of your subject line is to get the reader to open
the email. That’s it. Don’t try to pack a bunch of information into your
subject lines. It should give the reader enough information so they
know what to expect in the email but also create some intrigue so they
actually want to click it.
3 Rules for Great Subject Lines
1. Keep subject lines 50 characters or less so they don’t get cut off
in your recipient’s inbox. Use this handy tool to show how your
subject line is viewed across the most common email carriers:
Litmus Subject Line Checker
2. Constantly TEST your subject lines to find out which get the
highest open rates. Try sending half your email list one subject
line, and the other half of your list another subject line and see
which one got more people to open the email.
3. Make sure the subject line is always relevant to the content in
your email.
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7. LEARN THE LAW
Did you know there are strict email guidelines for email marketing?
Did you also know there’s $16,000 fine if you don’t follow them? Don’t
let that scare you but it should be enough to get you to take a second
look at your email marketing strategy to make sure your emails are
following the rules.
Here’s a few important rules to get you started:
3 Email Compliance Rules:
1. Tell recipients where you’re located by including your
physical address at the bottom of every email.
2. Give your readers an easy way to opt-out. At the bottom of
each email, include an easy way for readers to unsubscribe
from your list.
3. Find the rest of the rules at the email compliance website
HERE
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8. KILL YOUR CLUTTER
Ask any successful email marketer and they’ll tell you a fancy email
template won’t impress your recipients. Take a second to think about
how fast you burn through your unread inbox. I know I spend less than
2 seconds going through each of my unread email newsletters. If
something doesn’t catch my eye IMMEDIATELY, my mouse is already
hovering over the delete button ready to strike! I guarantee your
subscribers are no different.
A well-designed email has one thing in mind: The subscriber. A high
converting email needs something to catch the subscriber’s eye and
keep them reading. The top of your email isn’t the place for a big
company logo or picture.
The number of people using their preview panes to scan emails is
rising and if the only thing they see is your logo, I can guarantee it
won’t be enough for them to read the rest of the email.
Also, according to a survey from MarketingSherpa, “Only 33 percent
of those surveyed have images turned on by default in their email
client. This is a vast difference from 2006, when the figure was a still
concerning 55 percent”.- MarketingSherpa, (2010) The number of
subscribers that enable images continues to fall and if your email
depends on images, 67% of your subscribers might not even be
seeing it.
So, what does a high converting email look like?
3 Design Elements You Need In Every Email
1. Put your best content above the fold. It may sound counter-
intuitive but your subscribers will only scroll down if they like
what they read.
2. Make sure your email is less than 650px wide
3. Lose the fancy graphics in your email. Most email clients (ie.
Outlook) block graphics causing formatting issues that make
emails unreadable.
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9. SCHEDULE EMAILS FOR
SUCCESS
Imagine you’ve just spent hours writing the perfect newsletter to your
anxiously waiting email list. You put the final touches on it, hit the
SEND button and wait for the money to start rolling in... and then...
nothing happens.
Huh?
In all your excitement you sent the email at the same time everyone
else did and it got buried in your overwhelmed prospects inbox.
So many times this is just a case of poor scheduling. And can be
easily fixed by paying attention to your email analytics.
3 Ways to Schedule Your Emails For The Best Results
1. Analyze your email reports for clicks opened over time.
Check which days and times are performing the best and
stick with them. If your using email marketing software like
Mailchimp or AWeber, these analytics are provided.
2. A/B test your emails. Create two segments in your email list
to send the same email to at different times. Compare open
rates to find which group performs the best.
3. Keep in mind that timing is different for every list. There is
no industry standard. Every list is unique and it’s up to you
to continually test to find what time works best!
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10. SEGMENT YOUR EMAIL LISTS
Segmenting your email lists allows you to organize your subscribers
into subgroups based on almost any criteria. It can result in higher
clickthrough rates, an increase in active subscribers and ultimately
more sales.
The better you can target your marketing messages the less your
audience will view them as marketing and the more they’ll start
viewing them as a valuable resources. The secret is relevancy.
For some industries, segmenting email lists is more important than
others. Look at Groupon for example, they segment their email lists by
geography and have recently incorporated interests to reduce the
number of irrelevant emails their audience receives.
If your just beginning to segment your email list, start by evaluating
what segments will be the most actionable for your business. Many
segments provide interesting data, but the secret is knowing how to
use the data to benefit your customers and ultimately your business.
3 Ways to Segment Your List for Success
1. Demographics: Include Age, location, gender, industry etc.
They’re a great first step in understanding the structure of
your audience.
2. Prospects & Customers: How many people on your list
are already your customers and how many do you have to
convert? Understanding this will help you tailor your
marketing messages.
3. Recent Subscribers: Are you sending your new
subscribers a little extra love? You should be! Make sure to
send them a welcome email and something that shows
your excited to have them.
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