Email Marketing

1. Statistics Impacting Content

2. More About Content
3. Tools: What to Use
4. Best Practices

Ana Boa-Ventura, PhD

STATISTICS
(IMPACTING CONTENT)

Ana Boa-Ventura, PhD

Statistics (impacting content)

The majority of businesses report an open rate between 11 and 25% Ana Boa-Ventura, PhD
Statistics (impacting content)

Email is the preferred mode of communication! Ana Boa-Ventura, PhD

Statistics (impacting content)

Marketers need to offer more value to increase conversion… Ana Boa-Ventura, PhD
Statistics (impacting content)

Send those E-coupons! Ana Boa-Ventura, PhD

Statistics (impacting content)

Newsletter emails: still a great channel! Ana Boa-Ventura, PhD

Statistics (impacting content)

Inbox is still a great attention grabber when it comes to conversions Ana Boa-Ventura, PhD
Statistics (impacting content)

Segmentation is worth the trouble… Ana Boa-Ventura, PhD

Statistics (impacting content)

Ask for info on your email subscriber forms…. Ana Boa-Ventura, PhD
In sum:
• Email is the preferred mode of communication with emails (50% prefer it
against 7% preferring social media…)

• Email marketers write increasingly compelling subject lines but

consumers are not finding enough value to convert.

• Daily Deal/E-coupon emails are great! Use them!

• Newsletter emails are still great to put yourself in front of your

subscribers.

• Though people love social media, their email inbox gets a lot of their
attention!

• Create segmented subscriber lists… They’re worth it!

• Ask for people’s info (name, email address, birthday?)

Ana Boa-Ventura, PhD

 Statistics (impacting content)

Use more transactional than regular marketing emails to get in front of your audience Ana Boa-Ventura, PhD
Statistics (impacting content)

Keywords at the start of a Subject line! Ana Boa-Ventura, PhD

Statistics (impacting content)

Be funny! But be really funny! Ana Boa-Ventura, PhD

Statistics (impacting content)

Less is more! Ana Boa-Ventura, PhD

Statistics (impacting content)

Think twice about video – and definitely optimize those images! Ana Boa-Ventura, PhD
Statistics (impacting content)

Don’t worry about nudging your potential customer to go back and complete purchase! Ana Boa-Ventura, PhD
Statistics (impacting content)

Automate those Happy Birthday Emails (include a happy B’day discount if you can…) Ana Boa-Ventura, PhD
In sum:
1. Prioritize transactional over ‘regular marketing’ emails.

2. Keywords go first on Subject lines…

3. Be funny and witty…

4. Short is better!

5. Be mindful about heavy content (that take time to load).

6. Nudge clients to return to cart and complete purchase.

7. Automate Happy B’day emails.

Source for images on previous slides:

https://www.websiteplanet.com/blog/email-marketing-stats-need-know/
Ana Boa-Ventura, PhD
 Check the last summary and optimize this
marketing email for content

BREAKOUT ROOMS Subject: We would love to have your as our customer

Dear sir / madam,

We would love to have your as our customer. We are a small

business in the Bay area and were founded in 1957. We are a
family-owned business and eager to serve you.

We cater for all sorts of functions and events. At this time we

would like to inform you that upon your first order with us you
shall receive a 10% off coupon. Just use 10% code on checkout.

Thank you for your time.

Sincerely
The Bay Area Caterers
Ana Boa-Ventura, PhD
MORE ABOUT CONTENT
Animated images are
attention grabbers…

Ana Boa-Ventura, PhD

Ana Boa-Ventura, PhD
Ana Boa-Ventura, PhD
Ana Boa-Ventura, PhD
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Ana Boa-Ventura, PhD
If you want to try it, do this
after next session:

- Go to www.canva.com.
- Create a free account.
- Confirm the account in your email.
- Read this to create your animated GIF on CANVA:

Ana Boa-Ventura, PhD

Canva: Animated GIFS
Example 1

Example 2

Example 3

Example 4

Ana Boa-Ventura, PhD

Tips on using GIFS

1. Don’t overdo it
2. Consider accessibility
• No fundamental copy should be embedded in the GIF…
3. Include fallbacks
• Include a static image that will show up in place of the GIF if for some reason it doesn’t
function.
4. Use GIFs to tease video content
• Video in email marketing is a bad idea… Use GIFs to simulate that…
5. Watch the file size of GIFs in email
Beware of large files…

Ana Boa-Ventura, PhD

TOOLS

Ana Boa-Ventura, PhD

TOOLS

Ana Boa-Ventura, PhD

TOOLS

Ana Boa-Ventura, PhD

 • GetResponse: More visual
• MailChimp: Rates well, all things considered
• Aweber: Falls short in terms of A/B testing
TOOLS

Ana Boa-Ventura, PhD

Typical email newsletter signup

1 2
Ana Boa-Ventura, PhD
Typical email newsletter signup

Transactional email

Ana Boa-Ventura, PhD

BEST PRACTICES

Ana Boa-Ventura, PhD

 1. Use less than 3 different Fonts.
2. Include an email signature.
3. Keep main message and CTA “above the fold”.
4. Personalize the email greeting.
BEST PRARTICES

5. Clean your mailing list regularly.

6. Emails must go hand in hand with landing pages…
7. Do A/B testing with different subject lines and different CTAs
8. Identify offer in your subject line.
9. Write compelling AND concise subject lines.
10. Use auto-responders for opt-ins.
11. Don’t spend $ on contact lists.
12. Avoid using 'No-Reply' in the sender's email address.

Ana Boa-Ventura, PhD

 About Email personalization
BEST PRARTICES

Email marketing software usually allows you to

personalize the subject line

With HubSpot

And then you’d write “Hi [ ]!”

Subscriber Reads “Hi Ana!”
Ana Boa-Ventura, PhD
 About Auto-responders
BEST PRARTICES

People easily forget they opted-in…

• Setup auto-responder (at 24hrs, 5 and 10 days) reminding them they opted in!

TIP! Consider bonus material to reward them for opting into the newsletter.

Ana Boa-Ventura, PhD

 About matching emails with Landing pages…
BEST PRARTICES

The page where users land after clicking on your email should match email in
terms of:
• Headline
• Copy
• Content
• Look and feel

Use tracking tools like G Analytics to see what’s working and what’s not…

Ana Boa-Ventura, PhD

Hi there!
Hi there! We’re delighted to see you here.

Hi new customer,

Welcome to the community! We’re so glad to have you on board. We

would love to offer you free shipping on this first order you are
placing with us. You can use this advantage on items such as these:

• [Item 1]
• [Item 2]
• [Item 3]

Visit us at [home page of company] and use this code to claim your
TOTALLY FREE shipping:
NEWBUYER

Best,
[Your name]

Ana Boa-Ventura, PhD

 About segmentation
BEST PRARTICES

Watch this video about segmenting with a specific software (Campaign Monitor).

Ana Boa-Ventura, PhD

 About Transactional vs marketing emails

Emails based on interactions your audience has with your brand.

Examples:
online purchase
BEST PRARTICES

Donation

They need to be “on brand”!

Screenshot:
Transactional email being created with the software
“campaign monitor”
https://www.campaignmonitor.com/

Ana Boa-Ventura, PhD

 1. Go to GIPHY (giphy.com) and create and save the GIF (or copy /
paste the GIF link into Gmail – see next)

2. Open your Gmail and compose a new email.

BREAKOUT ROOMS
3. Write some copy… When you’re ready to insert your GIF, select
“insert photo”.

4. Select “choose photos to upload” button; select the GIF your

created with GIPHY from your files.

5. Resize your GIF to ensure it’s the perfect size for your message.

6. Finish your email, then press send!

For more: watch this video

Ana Boa-Ventura, PhD

 Best days
and times
to send
emails
BEST PRACTICES

Ana Boa-Ventura, PhD

BEST PRACTICES

Source: HubSpot, mentioned by OptinMonster

Ana Boa-Ventura, PhD
BREAKOUT ROOMS
Create your free MAILCHIMP account!

Ana Boa-Ventura, PhD

MORE EXAMPLES

Ana Boa-Ventura, PhD

Just funny… They won me over with this. J
Ana Boa-Ventura, PhD
Ana Boa-Ventura, PhD
Wait… That’s
all?
Now your
work starts:
1. Create your first campaign
2. Keep in mind best practices
3. Give it a try at one A/B testing: change just the
subject line ; then try changing landing page…

Ana Boa-Ventura, PhD