STEP 1

• Database Segmentation: – The more segmented your database is, the

more likely it is that your content will resonate with your target audience. If you are missing information for contacts in your database, landing page forms with the missing information as required fields are a great way to collect this data.

STEP 2• General Layout: Always ensure a clear flow

that makes digesting the message as smooth as possible for the viewer. All media and content must work in unison to direct attention towards the most important areas of your email.

• Utilize directional cues to focus attention towards CTA’s • Maintain F-pattern when developing layout• Employ main CTA buttons and end of

message

STEP 3

• Have a Stellar Subject Line: Ensure your subject line is relevant to recipient at the time, has an implied sense of urgency, and visually stands out in their inbox somehow.

STEP 4

• Call to Action (CTA): Should be compelling, focused, and easy to respond to. If you use a CTA in the subject line, reinforce it at the top of the email once it’s opened.

STEP 5

• Captivating Content: Utilize engaging and informative content that catches the interest of the reader, but has them wanting to learn more. Employ rich media to gain the attention of recipients and get them to click through.

STEP 6

• Post Forms on Every Page: Utilize live links to funnel traffic back to your website, provide brochure downloads, free white papers, etc. throughout your email including clickable images that redirect to your site.

Step 7

• Split Testing: Create individual UTM tracking codes for each link via Google URL builder to monitor the performance and trends related to each link in each email. This is a great tool for A/B testing in that every click can be analyzed and recorded for future campaign strategies.