New to email marketing? Here's what you need to know to create and send effective emails to your audience.

1. 1
Ellie Mirman
@ellieeille
Smarketing
An Introduction to
Email Marketing
Best Practices

2. 1 Why
Email is
Effective

3. If email was a country, its
1.4 billion users would make
it the largest in the world.
Source: Email Marketing Reports

4. 92% adult
US Internet
users send or
read email.
Source: Pew Internet and American Life Project data

6. 2 The
Legal
Stuff

7. CAN-SPAM
Controlling the Assault of Non-Solicited
Pornography and Marketing

8. CAN-SPAM Basics
Create and maintain a “Do Not Email”
(DNE) list
Make your opt-out process
“uncomplicated”
Include your company name and
physical address in all emails
1
2
3

9. 3 Marketing
Best
Practices

10. Good email is timely.
Source: HubSpot Science of Email Marketing

11. Good email is relevant.
Segmented
emails get
clicks
Source: MarketingSherpa

13. Good email is valuable.

14. Good email
is something
someone
would want
to receive.

15. Good email has a call to action.

16. Good email leverages relationships.
From a
recognizable
name and
email
address with
real reply-to
Add a
personal
touch
Connect in
multiple
ways

17. Good email is readable.
Don’t rely
on images

18. Good email is readable.
Source: HubSpot Science of Email Marketing
Optimize for
mobile

19. Good email
results in
the desired
action.

20. Best practices may not be best.
Most popular days
to send email.
Source: HubSpot Science of Email Marketing

21. Best practices may not be best.
Source: HubSpot Science of Email Marketing

22. 4 Types
of
Emails

23. No matter the type of email…
Know your goal.

24. 5 Types of Email
Newsletter or Digest
Dedicated Email
Lead Nurturing
Sponsorship/Partner Emails
1
2
3
4
5 Transactional Emails

25. 1 Newsletter or Digest
Pros:
• Brand awareness
• Repurpose content
• Diverse content
Cons:
• Diluted call-to-action
• Design challenges

29. 2 Dedicated Email
Pros:
• Focused call-to-action
• Easy to build
• Fast to measure
Cons:
• Less consistent
• Homogenous content

31. 3 Lead Nurturing
Pros:
• Timely
• Automated
• Targeted
Cons:
• Generates less
concurrent buzz
• Passive tracking

33. 4 Sponsorship/Partner Emails
Pros:
• Highly targeted
• Exact ROI
Cons:
• Paid
• Dedicated resources

35. 5 Transactional Emails
Pros:
• High click-through-rates
Cons:
• Can create an extra
step/obstacle

37. It’s not just about what
you’re emailing.

38. It’s about who
you’re emailing.

41. 58%
WHERE to sign up
WHY sign up
WHAT you’ll get

42. Give people another reason to
give you their email address.

43. Give people another reason to
give you their email address.

44. Some hurdles are ok.

45. Immediately get them engaged.

46. After setup, provide next steps.

47. 5 Email
Analytics
101

48. 7 Email Marketing Metrics
Bounce Rate
Delivery Rate
List Growth Rate
Click Through Rate

49. 7 Email Marketing Metrics
Conversion Rate
Open Rate
Unsubscribe Rate

50. Test & Measure
Subject line
From name
Time/day
sent
Offer

51. Test & Measure

52. THANK
YOU.