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Email Blasts Made Easy:
Best Practices Revealed
Presented by:
Wendy Ogryzek
7/11/2020 www.bWyse.com 1
#GotbWysed
Please check-in on Facebook or Twitter!
WENDY ~ Have attendees take a moment to check-in on Facebook and/or
Twitter
Using the hashtag #GotbWysed
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Welcome
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Thank you for joining us today!
– We are "bWyse Internet Marketing“
Family-owned digital marketing firm
–In our 18th year of business
–We like to help small businesses grow
their businesses!
WENDY – Thank the attendees for joining our webinar today!
Thank you for joining us today!
• We are "bWyse Internet Marketing“ Family-owned digital marketing
firm
• In our 18th year of business
• We like to help small businesses grow their businesses!
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The bWyse Team
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WENDY – Please introduce us to our audience.
I’m Wendy Ogryzek –
• I am your presenter today!
• Please note … I may “give it to you raw!”
Joining me today is my sister, June –
• She is my “support staff” and works the slides and presentation
• June is also, “My Brain” … I take her where ever I go!
• If you need “nice” – chat with June … she is more diplomatic.
Also on the webinar today is my niece, April –
• She is our CHAT support.
• Please feel free to ask questions during the presentation,
and also via the chat.
• April will occasionally interrupt me – to ensure I answer
your questions
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Welcome
• Housekeeping
– After the webinar (tomorrow) you will receive
an email:
• The webinar will be recorded and can be
downloaded
• You will also be able to download Wendy's Notes
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PLEASE ... ask lots of questions
during the presentation!
WENDY – Let the audience know they will receive an email (tomorrow)
With access to the webinar recording, and access to our intranet
Where they can download a copy of your notes.
Housekeeping
• After the webinar (tomorrow) you will receive an email:
• The webinar will be recorded and can be downloaded
• You will also be able to download Wendy's Notes
PLEASE ... ask lots of questions during the presentation!
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Agenda
• About Email Marketing
• Email Marketing … The Benefits
• Email Marketing … Best Practices
• Sending Emails … Strategies
• Email Marketing Platforms
• Questions & Answers
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CHAT QUESTION
Have you started to optimize your website?
– IN THE CHAT BOX -
– Enter your business name and,
– A. Nope - not at all
– B. Yes - but only a little bit
– C. Yes - but not sure it is working
– D. Yes - and my page ranks on the first page of
Google!
– E. I'm not sure
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Wendy- Ask the chat question, and give attendees a chance to reply in the chat
box
• Tell participants the can find the CHAT in the bottom menu
• Read some of the responses
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About Email Marketing
Email has the best ROI!
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Email has the BEST Return on Investment – as compared to other marketing
efforts.
• Email generates $44 of revenue for each $1 spent!
• Email makes it easy for readers to purchase from you … they
just have to click on a link!
• 77% of consumers choose email as their PREFERRED channel of
receiving promotional messages from businesses.
• Open rates for email are actually still growing … more emails are
being opened.
• 91% of people check their email at least once per day.
• People still use email more than they use social media
• If you haven’t yet employed an email marketing strategy … now is the
time!
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Email Marketing Benefits
• Inform/Educate
• Talk about your company, product or
service
• Stay in front of your audience
• Establish yourself as an expert
• Build relationships and trust
• Drive traffic back to your website
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Why bother? What's the point of sending out emails?
• Inform/educate your prospects and customers
• Talk about your company, product or service
• Stay in front of your audience
• Helps remind your customers/prospects that you're there!
• Establish yourself as an expert
• For your business
• Also for your industry
• Include links to articles of useful information
• Build relationships and trust
• This is your ultimate goal … you want others to THINK of you
FIRST!
• Maintain loyalties
• Drive traffic back to your website
• Ultimately can increase conversions and SALES
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Email Best Practices
• The FROM email address and the SUBJECT
LINE are extremely important!
(Company Name) (Call to Action to get email opened!)
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The FROM Email and the SUBJECT LINE are the two most important parts of
your email.
• These two items determine if someone is going to OPEN your email
and read it.
• Your FROM Email Address tells the reader who is sending the email to
them. Do they know you? Should they be opening emails from you?
• Use your company name
• People remember company names more easily than names of
people
• Company names typically get more opens that names of people
• Your Subject Line tells people what to expect in the email
• Can Spam law states the subject line MUST match the content
of the email
• Ie) You Won, or It's Free - but the email contents isn't
about that.
WENDY – DO NOT GO INTO CAN SPAM HERE … We cover that in detail
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LATER ON
• Be creative, and write subject lines that will inspire
people to want to open your email
• 40 - 50 characters (some programs limit the size of
the subject line)
• Don't use all caps - but one word in all caps is ok
• Avoid overusing punctuation
WENDY – Reference the Email Blast Example Document…
from address & subject line
• Subject Line Tips Include:
• If you're targeting a location, use that in the subject
line "Great News for Seattleites!"
• Pose a question in your subject - increases open
rates
• Shorter subject lines perform better … keep it under
50 characters
• Add Call to Action in your subject line
• Convey a sense of urgency or timeliness
• Be specific - tell readers what to expect
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Email Best Practices
• Write a compelling Pre-header
• Include lots of Links
• Use Images to visually entice readers
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Other elements that are important include:
• Pre-header - (the first line of text in your email)
• Some email programs pull this text into the subject line
• Gmail, MacMail & MobilePhones use pre-header text
• More mobile devices are displaying the pre-header text
right below the subject line.
• Make the content of the pre-header different than the subject line
• Provide more compelling info to entice readers to open the email
WENDY – Reference the Email Blast Example Document … bWyse – PRE-
HEADER
• Links - What are you trying to get people to do? What's your goal?
• Use LOTS of links to get the readers to take your desired action!
• Give your recipients lots of opportunity to get to your website
• Use “READ MORE” links - Couple lines of text + read more link
• Make your emails more social by including a link to SHARE on
Twitter or Facebook
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• Use call to action buttons - Buttons get more clicks!!
• Distinguish your call to action by color, placement or
text … to make it easily stand out
WENDY – Reference the Email Blast Example Document …
Garlic Jim’s - LINKS
• Images - Engage your audience and increase users
taking action
• Images make your email more interesting and
compelling
• Think about what your audience sees when they
look at your email
• Images will break up blocks of text making it
easier to read
• Brand with your LOGO! Your email will look more
professional
• Turn your images into Links - Readers EXPECT
images to be clickable!!
• Product images
• Images of your events
• Balance of text/image
• 75/25 rule applies here. (may vary by industry
… ie) art gallery will have more images
• Keep it balanced … too many images, or images
that are too large, are spam filter triggers
• Break up your email into sections
• Use bullets to make it easier to scan
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WENDY – Reference the Email Blast Example Document …
Luke’s Automotive- IMAGES
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Email Best Practices
• Write Interesting Content
– What's your story?
– Put your audience first
– Content is MORE than just words …
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Write Interesting Content
WENDY – Reference the Email Blast Example Document… Garlic Jim’s –
INTERESTING CONTENT
• What's your story?
• People want to know what's up behind the scene
• Be conversational and informational (avoid sales pitches!)
• Don't be too promotional
• Simple and straight to the point
• Put your audience first
• What are your readers expecting to receive??
• Match email content with reader's expectations
• What's their pain … and how can you help them relieve it
• Your readers must desire your content
• They must invite you into their circle of trust
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• The best marketers and salespeople are storytellers
• Content is MORE than just words …
• Images
• Videos - still tricky … screen shot the video & link to
where the video is hosted
• Live & recorded demos
• User generated - quotes, testimonials
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Sending Emails … Strategies
• Test & Check your email before you send
it out
• Keep Mobile users in mind
• When to send … general practices
• Saturdays and Sundays … highest opens, most clicks,
more transactions, and bigger revenues
• Monday … highest revenues per email
• Friday … highest click through rates
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• Test & Check your email before you send it out
• Don't use all caps too much (only for emphasis, occasionally)
• Don't use too many different colors
• Font size should be at least 14 point … but larger is better)
• Do not copy into your editor from MS Word … the MS Word code
is a spam filter trigger
• Create a test list - send to yourself
• Use gmail, outlook, hotmail, yahoo accounts - to see how your
recipients will view your emails
• Keep Mobile users in mind
• As much as 65% of emails are opened on Mobile devices
• Use a one column format for mobile
• Large buttons for call to action
• When to send … general practices
• B2C - best responses occur on nights and weekends
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• Later mid-morning / early afternoons increases
opens
• Best times/days to send can vary by industry or
audience - B2B vs. B2C … however, in general the
following applies:
• Saturdays and Sundays … highest opens,
most clicks, more transactions, and bigger
revenues
• Monday … highest revenues per email
• Friday … highest click through rates
• Researchers indicate, the responses have
changed … could be due to the fact that fewer
emails are sent during these time frames
• For example for years the studies
reflected the best day to send was
Tuesdays … Everyone started sending
on Tuesdays and that has diluted the
opens, clicks and conversions.
• Don’t send it out on Tuesdays!!
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Avoiding Spam Triggers
• Follow the 2003 Can-Spam Law
– CAN-SPAM - Controlling the Assault of Non-
Solicited Pornography And Marketing
– Never use deceptive headers, from-names, reply-tos, or
subject lines.
– You must always provide an unsubscribe link.
– Remove recipients from your list within 10 business
days.
– The unsubscribe link must work for at least 30 days after
sending.
– You must include your physical mailing address.
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• Follow the 2003 Can-Spam Law
http://www.ftc.gov/tips-advice/business-center/can-spam-act-compliance-
guide-business
• If you’re sending commercial email (selling or promoting stuff):
• Always DO these things:
• Do include your valid physical postal address in every
email you send out.
• Do provide a clear and obvious way to opt out of every
email you send out, and honor the unsubscribe within 10
business days.
• Do use clear "From," "To," and "Reply to" language that
accurately reflects who you are. This applies to the person
or business sending the message, as well as the domain
name and email address.
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• DON'T ever do these things:
• Don't sell or transfer any email addresses to
another list.
• Don't make it hard to unsubscribe from
emails.
• You cannot
• charge a fee
• require a recipient to provide personally identifying
information beyond an email address
• make recipients take extensive steps other than
simply replying to an email or visiting a single page
on a website to unsubscribe themselves from your
emails.
• Don't use deceptive subject lines in your
emails that misrepresent the contents of your
message.
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Email Platforms
• Mailerlite - www.mailerlite.com
• Mail Chimp - http://mailchimp.com/
• Constant Contact -www.constantcontact.com
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There are tons of email programs to use to send bulk emails.
• They each have minor pros and cons … at the end of the day, base
your decision on:
• Ease of Use – It is easy for you to manage subscribers and
create emails?
• Your Budget – What can you afford to spend?
• The three platforms most used by smaller businesses are:
• Mailerlite
• Mail Chimp
• Constant Contact
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Questions?
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Wendy Ogryzek
bWyse Internet Marketing
425-885-9976
Wendy@bwyse.com
Please Post a Comment on Facebook:
www.facebook.com/bWyseInternetMarketing
and use the hashtag #GotbWysed
Thanks!! ☺
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