Email Marketing

Best Practices for Email Visual Design

Keep It Simple

  • Respect Your Reader. Don’t waste his time and attention. Get to the point quickly, instead of burying the value under a mountain of greetings and headers and photos.
  • Design with a Goal in Mind. Know why you’re sending the email and what result you want to achieve.
  • Make it easy for your viewer to do what you want. The design should enable the desired behavior.
  • Make it relevant and interesting to the viewer.

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Email Marketing Calendar

An email marketing calendar is a useful tool that can help keep your focused on your marketing goals and priorities. It functions much like an editorial calendar used by magazines. Your calendar will depend on the complexity of your product offerings as well as target markets. As reported in the 2011 MarketingSherpa Email Marketing Benchmark Survey, one-fifth of marketers send emails late without clear purpose. Using an email marketing calendar will help you stay on schedule, gain trust, communicate effectively and increase campaign ROI.

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Test and Target

Behavior Based Marketing

Be relevant to the target audience by sharing information they want to know about.

“Targeted email campaigns – personalized to subscriber needs – drive 9 times more revenue and deliver 18 times more net profit than broadcast e-mailings.” – David Daniels, Research Director – Jupiter Research

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Email Marketing Content

Surviving the Inbox

Email marketing is one of the most effective marketing tactics available to businesses. The challenge is to make sure what you are sending is as effective as possible.  Your email may be amazing but how does it compare to the hundreds of other emails it competes with every day. The trick is to consistently make your emails valuable, relevant and interesting to your recipients. According to a Marketing Sherpa survey about SPAM complaints1:

  • 56% consider messages from known senders to be spam if they aren’t “interesting”
  • 50% consider messages from known senders that are sent too frequently to be spam
  • 48% are using “report spam” buttons for reasons other than to report unsolicited email

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Lead Nurturing

Lead Nurturing provides highly relevant educational content to prospective buyers early in the buying process. Nurturing can build brand and product preference long before prospects are ready to buy.

Without effective nurturing, 79% of marketing leads never become opportunities6

Lead nurturing processLead Nurturing Process

  1. Better understand the intent of the leads, and where the leads are in their purchasing cycle
  2. Classify the leads on the basis of sales readiness
  3. Pass on hot leads to Sales enabling them to reach prospects who are ready to buy now, with a relevant solution
  4. Focus on nurturing leads, who have shown an interest but are not yet sales ready
  5. Nurture leads by informing and educating them with relevant information
  6. Run personalized and intent driven lead nurturing campaigns

Email Marketing Trends

The Evolving Inbox

There is more competition for your prospects attention than ever before. Information is hitting most of us faster than we can absorb or process it. Today’s marketers are working hard to develop relevant email content that interests their prospects. They are taking the time to refine and simplify their messages to rise above the noise.

  • In 2011, the typical corporate email user sends and receives about 105 email messages per day.
  • Despite spam filters, roughly 19% of email messages that are delivered to a corporate email user’s inbox are spam. This includes what is referred to as “graymail” (i.e. unwanted newsletters or notifications).

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