Are you trying to grow your subscriber base for your online #business and/or brand, but finding that it’s not working? Learn how you can leverage email marketing effectively as part of your content distribution channel. Digital marketers today rely heavily on email to communicate with their online community and build a strong subscriber base to help boost their ROI and sales. This session will provide some tips and techniques that can help you master email marketing like a digital marketer. Key Takeaways: - Review the basics of email marketing as part of the content distribution channel - Find out how to create compelling subject lines and email content - Explore successful opt-in forms - Learn about government legislation such as CASL and CAN-SPAM - Discover effective email platforms to build your subscriber base

1. Tips To Help You Master
Email Marketing
Angela La Gamba ● February 2017
PodCamp Toronto ● #PCTO17
Beginner Digital Business & Entrepreneurialism Session

2. Is Email
Dead?
NO!

3. Are You Sure Email Isn’t Dead?
"It’s a common
misconception that the email
is dead, or dying...but this
isn’t true. This simple
communication method still
lies at the very heart of
modern digital
communication…”
-- Mark Ash, 2016, MarketingTechNews.net
"Email marketing
is (still) not
dead..."
-- Caroline Malamut, 2016, Capterra.com

4. You Will Learn To ...
➔ Leverage email marketing effectively
with your recipients
➔ Build successful opt-in forms for your
subscriber base
➔ Create compelling subject lines and
email content
➔ Be compliant with CASL and
CAN-SPAM
➔ Utilize effective (and free) email
marketing tools
Source: Pixabay.com/JuralMin

5. The Benefits of Email Marketing
➔ Low cost
➔ High ROI
◆ 44.25x (Source: HuffPost)
➔ Provides direct access to your
customers
➔ Target specific customers with
tailored content
➔ Increase customer retention
and engagement
Source: Pixabay.com/Deans_Icons

6. Planning For
Email Success
❏ Build your email list /
subscriber base
❏ Get whitelisted
❏ Decide on your plan
❏ Create your email
schedule

7. Step 1: Build Your Email List
➔ Ask customers/website
visitors for permission to send
them email
➔ Create a compelling offer to
increase subscribers
◆ Free whitepapers,
downloads
◆ Free videos
◆ Updates on
products/services
Example: Kissmetrics.com

8. Step 1: Build Your Email List cont’d
Example: CampaignMonitor.com
Example: Kissmetrics.com
Example: HubSpot.com

9. Step 2: Get Whitelisted
➔ Ensure your emails are not blocked by
major ISPs (aka Internet Service Providers)
➔ Ensures your emails get delivered
properly to your subscribers
➔ Does not control if emails end up in
junk/spam box
➔ Request to be added to your
subscriber’s address box
➔ Examples:
◆ Add vCards
◆ ‘Add to Address Book’ reminders Source: Pixabay.com/Maialisa

10. Step 3: Decide On Your Plan
➔ Ask Yourself:
◆ What content will you be
sharing with your subscribers?
◆ How frequently will you email?
➔ Tips:
◆ Think of how you can provide
value to your customers
◆ Pitch/sell infrequently with
updates and offers
Source: Pixabay.com/coffeebeanworks

11. Step 4: Create Your Email Schedule
➔ Use an email schedule template to
map out your email plan for the
next few months
➔ Key elements to add to your email
schedule:
◆ Subject line
◆ Email body copy
◆ Keywords
◆ Targeted personas / customers
◆ Offer / call-to-action
◆ Deployment date
Source: Pixabay.com/ArtsyBee

12. Step 4: Create Your Email Schedule cont’d
Example: HubSpot

13. The Nuts + Bolts
of an Email
❏ Body copy
❏ Subject line
❏ Pre-header
❏ From line
❏ Images
❏ Social media buttons
❏ Footer, opt-out link

14. Step 1: Create Your Email Body Copy
➔ Provide compelling and
value-add content
◆ WIIFM = What’s in it for
me?
➔ Keep the language simple
◆ Avoid technical terms
◆ Don’t use acronyms
➔ Create scannable content
◆ Use bullets
◆ Add catchy sub-headers
Example: Dropbox

15. Step 1: Create Your Email Body Copy cont’d
➔ Tell a story to create an emotional
connection with the recipient
➔ Tailor your content for your target
market
➔ Use strong call-to-action that
creates urgency
◆ Buy now
◆ Sign up today
➔ Proofread your copy
◆ Grammerly
Example: Loft

16. Step 2: Write Your Subject Line
➔ Keep it short
◆ 40 to 50 characters
➔ Use personalization
◆ Recipient's first name
e.g. Jane
◆ You/Your
➔ Be descriptive
◆ e.g. Dine with Hockey
Legend Wayne Gretzky
Source: Hatena.com

17. Step 2: Write Your Subject Line cont’d
➔ Match your subject line to
your email body content
➔ Use action-oriented verbs
with a call-to-action
◆ Apply now
◆ Register today
Source: ConstantContact.com

18. Step 3: Add The Email Pre-Header
Source: Campaign Monitor
➔ Pre-Header = Short summary
that appears after your subject
line in the recipient's inbox
➔ Describe what your email
contains
➔ Use call-to-actions to drive
open rates
➔ Pre-header examples:
◆ “This week’s best
content…”
◆ “Shop the perfect party
outfit…”

19. Step 4: Setup The ‘From’ Line
Source: MarketingExperiments.com
➔ Add the name of the sender to create a connection
◆ e.g. Amanda Smith
➔ Use your company name to ensure the recipient can identify you
◆ e.g. PodCamp Toronto

20. Step 5: Add Images
➔ Use images that correspond
with your email content
➔ Research images such as free
stock databases
◆ Pixabay
◆ Pexels
◆ PicJumbo
➔ Check the image attribution
◆ Is it royalty-free?
◆ Does the photographer
need to be credited?
Source: PicJumbo.com

21. Step 6: Add Social Media Buttons
➔ Build your social media
presence by cross-promoting
via your email marketing
➔ Use easy to recognize buttons
◆ Facebook
◆ Twitter
◆ LinkedIn
➔ Hyperlink buttons to the
corresponding social media
URL
Footer Example: Moo Print Ltd.
Header Example: Mic check

22. Step 7: Design Your Email Footer
➔ To comply with anti-spam laws, you
will need to include the following in
your email footer:
◆ Unsubscribe / opt-out link
◆ Contact information
● Mailing address
● Email address
● Website link
➔ Other items to include:
◆ Company / brand name
◆ Copyright mark © + year
◆ Privacy policy
◆ Additional fine print
Example: LeaderCast.com

23. Step 7: Design Your Email Footer cont’d
Source: BeeFree.io
Example: DC Shoes

24. The Importance of Unsubscribe
➔ 43% of email users report spam if
they don’t recognize the sender's
From name or From email address
(Source: MrWeb.com)
➔ Consequences of getting emails
reported as ‘spam’:
◆ You can get blacklisted by ISPs
◆ Emails you send to recipients
can be blocked Source: Pixabay.com/bogda13

25. CAN-SPAM Law
➔ In effect in the U.S. since 2003
➔ Covers all commercial email
messages
➔ Don’t use false / misleading
header information or
deceptive subject lines
➔ Include a physical postal
address, unsubscribe/opt-out
link, and working email address
➔ Non-compliance includes fines
Canada’s Anti-Spam Legislation
(CASL)
➔ In effect in Canada since 2014
➔ Covers all electronic messages,
not just email
➔ Implied or express consent
needed
➔ Onus is on the sender to prove
that consent was obtained send
the message
➔ Non-compliance includes fines
Canada’s CASL vs. U.S.’s CAN-SPAM

26. Free Email
Marketing Tools
❏ Email software
❏ Coding
❏ Preview
❏ Testing
❏ Copywriting

27. Free Tools To Get You Started
Email Software: MailChimp
➔ Send emails to up to 2,000 subscribers
for free
➔ Easy to use interface
➔ Good subject line researcher tool
Coding Tool: Scope
➔ See mobile and desktop previews of
your emails
➔ Use the Code Inspector tool to view
code behind emails

28. Free Tools To Get You Started cont’d
Preview Tool: PutsMail
➔ Preview your email in inbox mode
➔ Enter your HTML and subject line
Testing Tool: A/B Testing Duration Calculator
➔ Determine how long to run an email test
Copywriting Tool: The Hemingway App
➔ Test your email copy
➔ Ensure your customer will understand
your message

29. Q&A
Thank You!

30. Appendix:
Resources
and
Sources

31. Resources
➔ MailChimp: http://mailchimp.com/
➔ MailChimp Subject Line Researcher:
https://blog.mailchimp.com/mailchimps-subject-line-researcher/
➔ Scope: https://litmus.com/scope/
➔ PutsMail: https://putsmail.com/
➔ A/B Testing Duration Calculator: https://vwo.com/ab-split-test-duration/
➔ The Hemingway App: http://www.hemingwayapp.com/
➔ Pixabay: https://pixabay.com/

32. Sources - 1
➔ https://yoast.com/the-basics-of-email-marketing/
➔ https://mailchimp.com/resources/guides/email-marketing-field-guide/html/
➔ http://sproutsocial.com/insights/free-email-marketing-tools/
➔ https://blog.mailchimp.com/getting-added-to-subscribers-address-books/#more-1768
➔ http://www.curata.com/blog/content-marketing-editorial-calendar-templates-the-ultimate-lis
t/
➔ https://blog.kissmetrics.com/beginners-guide-email-marketing/
➔ https://fulcrumtech.net/resources/developing-email-marketing-copy-best-practices/
➔ https://blog.hubspot.com/marketing/email-marketing-examples-list#sm.00000bs6ze7yg2exaz
udaoippf6eq
➔ http://emaildesign.beefree.io/2016/01/best-practices-email-footer-design/
➔ https://blogs.constantcontact.com/integrate-social-media/
➔ http://www.mrweb.com/drno/news8131.htm
➔ http://www.marketingtechnews.net/news/2016/oct/13/emails-not-dead-its-just-getting-hard
er-do-well/

33. Sources - 2
➔ https://www.campaignmonitor.com/blog/email-marketing/2015/08/improve-email-open-rates
-with-preheader-text/
➔ http://www.verticalresponse.com/blog/8-components-effective-email/
➔ http://www.ciceron.com/2016/04/5-key-elements-writing-irresistible-email-subject-lines-info
graphic/
➔ http://www.verticalresponse.com/blog/8-components-effective-email/
➔ http://www.dmnews.com/marketing-strategy/email-from-lines-why-you-should-care/article/3
44021/
➔ https://www.campaignmonitor.com/blog/email-marketing/2014/07/free-images-email-market
ing-campaigns/
➔ http://publicdomainarchive.com/free-stock-photos/
➔ http://kb.mailchimp.com/templates/code/common-html-mistakes
➔ http://www.ucreative.com/biz-features/no-attribution-required-stock-image-sites/
➔ http://emaildesign.beefree.io/2016/01/social-media-sharing-button-design-email-marketing/

34. Sources - 3
➔ http://kb.mailchimp.com/accounts/compliance-tips/about-the-canada-anti-spam-law-casl
➔ http://kb.mailchimp.com/accounts/compliance-tips/terms-of-use-and-anti-spam-requirements
➔ http://fightspam.gc.ca/eic/site/030.nsf/eng/00304.html
➔ https://emailmarketing.comm100.com/email-marketing-ebook/can-spam-law.aspx
➔ https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-bu
siness
➔ http://www.huffingtonpost.com/sarah-peterson/why-2017-is-the-year-of-e_1_b_13629718.ht
ml
➔ http://www.marketingtechnews.net/news/2016/oct/13/emails-not-dead-its-just-getting-hard
er-do-well/
➔ http://blog.capterra.com/statistics-email-marketing-not-dead/
➔ https://blog.hubspot.com/blog/tabid/6307/bid/32854/10-simply-awesome-examples-of-email
-marketing.aspx#sm.00000bs6ze7yg2exazudaoippf6eq
➔ http://www.mequoda.com/articles/audience-development/email-footer-examples-best-practic
es-for-keeping-readers-happy/