6 Steps to Effective Email Marketing

The 6 Steps to Effective EMAIL MARKETING CREATE COMPELLING CONTENT CONTENT CHECKLIST VARIABLE SUBSTITUTION BEFORE YOU SEND YOUR EMAIL, GIVE YOUR EMAILS A Hello MAKE SURE IT HAS THE FOL WING: PERSONAL TOUCH: niceto meet you MY EMAIL HAS: Modern message templates contain fields which represent values or recipient attributes that can be Oa compelling subject line tailored to fit specific marketing goals. These fields can be used for personal greetings, references to purchasing history, and additional prospect one central idea O a clear call to action information. O relevance to the audience 2 USE THE RIGHT TOOLS DRAG-AND-DROP BUILDER WYSIWYG INTERFACE Well designed emails no longer require complex coding. The best email services include easy to use builders that allow you You should never be left wondering how your email will display. Your email service should allow you to preview the final product as you are creating your ... (pardot marketing automation to drag and drop elements and easily change colors email to ensure that the and themes. design is just right. 3 TEST YOUR DELIVERABILITY EVEN THE BEST EMAIL IN THE WORLD WON'T BE EFFECTIVE IF IT NEVER REACHES YOUR AUDIENCE. YOU NEED TO TEST THE DELIVERABILITY OF YOUR EMAILS IN THREE KEY AREAS TO GIVE YOUR EMAIL THE BEST CHANCE OF BEING READ. TEXT HTML |</> COMPATIBILITY FORMAT SPAM ANALYSIS Run your email through a spam analysis tool to ensure your hard work won't wind up in a spam filter. Your email should have both Make sure your email displays correctly on all devices, including desktop, mobile, and tablet platforms. HTML and TEXT formats to ensure readability in all email clients and platforms. SEGMENT YOUR AUDIENCE TYPES OF SEGMENTATION SEGMENTING ALLOWS YOU TO MATCH CONTENT TO RECIPIENTS' INTERESTS, CREATING A LEVEL OF PERSONALIZATION THAT CAN ACHIEVE FAR GREATER RESULTS. GEOGRAPHIC BEHAVIORAL PURCHASING POWER Adding a little local flavor to your emails can help give prospects the feeling that you know and understand their situation. Position within a company is another valuable way to segment your audience. It ensures that you are Segmenting based on behavior is another easy way to provide relevant and timely information to prospects. providing the right content to drive decisions. 5 GET YOUR TIMING RIGHT BEST DAY TO SEND EMAIL BEST TIME TO SEND EMAIL * 50% * 50% 40% | 40% 30% 30% 20% 20% 10% 10% Monday Tuesday Wednesday Thursday Friday 12 am 4am 8am 12pm 4pm Врт Source: Pardot survey, 2012 TRACK, ANALYZE, AND ADJUST WHAT TO TRACK: Tracking produces actionable metrics that can be used to determine the effectiveness OPEN RATES: How many people opened your email. of an entire campaign or any of its elements (such as the timing of particular email offers) and to compare the success of each campaign. CLICK-THROUGHS: How many people clicked on your links. BOUNCES: How many emails are returned undeliverable. For more information about improving your marketing, visit Pardot.com Pardot marketing automation Percent of respondents reporting best open rates Percent of respondents reporting best open rates