1.
S
Email Campaigns
Email Marketing: Section 1

2.
Email Marketing Statistics
S 85% of internet users access email
S Over 97% of emails sent are spam
S 90 trillion emails sent annually
S Greater ROI and CTR than Keyword or Banner Ads
S The most popular and effective digital marketing tool

3.
Benefits of Email

4.
Subject Lines
S Keep it short and interesting
S Pique interest without divulging
all of the email content
S First impression customers
receive from your brand
S Most important driver of email
opens beside the sender
organization

5.
A/B Testing
When is the best time to
send my email? Which
subject lines should I use?
How effective are my CTAs?
The only way to know for
sure is to experiment. The
most common way is to run
an A/B Split Test.

6.
Email Service Providers
S ESPs host email marketing
services on their servers
S You manage an email
marketing account and send
emails using a web browser
S The ESPs handle sending the
mass messages and provide
detailed reports on your
campaigns
tons of ESP options

7.
CAN-SPAM &
Legal Obligations
The CAN-SPAM Act, a law that sets the rules for
commercial email, establishes requirements for commercial
messages, gives recipients the right to have you stop
emailing them, and spells out tough penalties for violations (
up to $16,000 per violation).
Don’t use false or misleading header information +
Don’t use deceptive subject lines + Identify the
message as an ad + Tell recipients the sender location +
Provide opt-out in email + Honor opt-out requests + You
can’t contract away your legal responsibility

8.
Section 1 Complete. Nice job!
Next Section: Mobile Email