Back to School: Email Marketing High School

By Wired Marketing

Today class, we will be learning about email marketing in more detail. We’ll teach you some

of the main terms and phrases you’ll come across throughout your email education.

For this stage of school we are assuming you have not sent an email marketing campaign.

Sending your first campaign

Before emailing the contacts, you need to have a message in mind. Why are you sending this email?

To inform? To educate? To announce an event? Promote a product?

This objective should be clear, and should not change.

Decide your campaign objectives

Choose a providerYou should not send email marketing through a standard web mail based

email client, such as Hotmail, Outlook or Gmail. You will need a specific

provider.

Why?

Increased deliverability – ensuring the email is delivered

Years of experience – will answer questions and advise

Use of system – to build campaigns and view reports

Create your email

It’s time to build your email. These tips will

apply if you’re building your own email from

scratch, customising an existing template or if your ESP is managing

your campaign.

Create your email

You will need:

A strong subject line – to encourage contacts to open the email Great, relevant content – to add value and engage contacts Good text and image ratio – to ensure the email is not caught in

spam filters An unsubscribe link – to allow contacts to remove themselves

from the list

Sending the campaign

Once you have built your campaign, it’s time

to send it.

As your knowledge of email marketing grows, so will your confidence and understanding of email marketing best

practices.

Sending the campaignYou may wish to test some areas of your campaign, such as:

Best day of the week to send

Best time of day to send Best friendly from name Best subject lines Use of personalisation

Homework: send your first email campaign.

Good luck!

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