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Five Rules for Email M arketing
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  1. Five Rules for Email Marketing Stephanie Martin

  2. A successful email marketing campaign • The right people • Open the email • Read the content • Respond Stephanie Martin stephaniemartin.mktg@gmail.com

  3. The right people Data The single most important factor in determining the success or your email marketing campaign Stephanie Martin stephaniemartin.mktg@gmail.com

  4. Open the email • Subject line & Pre-header text • Subject line: • Include several elements to increase your chances of sparking interest • Example: • New edition of the Collins English Dictionary out now • Special launch offer | Collins English Dictionary | Hangry, dumple, textonym, twerker… Stephanie Martin stephaniemartin.mktg@gmail.com

  5. Open the email • Pre-header text: • The short summary text that follows the subject line when • an email is viewed in the inbox • Example – instead of purely functional: • Can’t read this email properly – click here • Share this newsletter online | Web version 22 April 2014 • Include something more engaging – should work with the subject line: • Subject line: • Special launch offer | Collins English Dictionary | Hangry, dumple, textonym, twerker… • Pre-header text: • Save £15 on the brand new edition | View email online Stephanie Martin stephaniemartin.mktg@gmail.com

  6. Stephanie Martin stephaniemartin.mktg@gmail.com

  7. Read the content • Responsive • ‘Mobile will account for up to 70% of email opens, • depending on your target audience and product.’ • eMailmonday– the Ultimate mobile email stats (2015) • Images • Email content should never be a single image • ‘67% of emails received have images turned off’ • Jay Schwedelson, President-CEO, Worldata Stephanie Martin stephaniemartin.mktg@gmail.com

  8. Respond • Call to action • One single most important CTA expressed • consistently • Link by the end of first paragraph at the latest • Write links that stand out and are easily scannable • Example – instead of: • As a special launch offer you can save £15 on the RRP if you order • by 30th November 2014- simply click here. • I would recommend: • As a special launch offer you can save £15 on the RRPif your order • by 30th November 2014. Stephanie Martin stephaniemartin.mktg@gmail.com

  9. Five Rules for Email Marketing The right people Data Open the email Subject line & Pre-header text Read the content Responsive Images Respond Call to action Stephanie Martin stephaniemartin.mktg@gmail.com