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WHY EMAIL?
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WHAT TYPES OF EMAIL ARE WE TALKING ABOUT, ANYWAYS?
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One-to-many emails allow marketers to connect with as many of their contacts as
they like, at one time
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Email helps to close & delight.
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FLICKR USER JOHN O’NOLAN
While closing/delighting, a lot of other great things happen as well.
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In HubSpot, everything is in one place. Pull lists, personalize emails, track leads & review analytics.
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HOW TO USE EMAIL BEST PRACTICES.
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Define a clear goal for your email
Personalize where appropriate
Focus on engagement
EMAIL BEST PRACTICES
Segment your recipient list
Test and analyze
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Define a clear goal for your email
Personalize where appropriate
Focus on engagement
EMAIL BEST PRACTICES
Segment your recipient list
Test and analyze
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What is the intended action you want your recipient to take:
• Fill out a survey
• Read more content (blog posts)
• Read more content (downloadable offers)
• Register for a webinar
• Sign up for a “lunch and learn”
• Request a demo
• Receive a custom quote
• Request a free consultation
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Define a clear goal for your email
Personalize where appropriate
Focus on engagement
EMAIL BEST PRACTICES
Segment your recipient list
Test and analyze
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FLICKR USER ERAN SANDLER
Segmentation allows you to target the right people with the right message at the right time.
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Segment by:
• Buyer Persona
• Stage in Buyers Journey
• Industry
• Site Activity (Email, Social, Conversion history)
• Demographic (Gender, Age, Location)
• Purchasing History
Segment your recipient list
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Define a clear goal for your email
Personalize where appropriate
Focus on engagement
EMAIL BEST PRACTICES
Segment your recipient list
Test and analyze
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1 Make sure emails are sent from real people
Personalize where appropriate
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1 Make sure emails are sent from real people
Personalize where appropriate
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1 Make sure emails are sent from real people
Personalize where appropriate
2 Use personalization tokens when appropriate
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1 Make sure emails are sent from real people
Personalize where appropriate
2 Use personalization tokens when appropriate
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1 Make sure emails are sent from real people
Personalize where appropriate
2 Use personalization tokens when appropriate
3 Use an email signature to personalize the email and provide a method for people to reach out, but keep that signature concise.
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Define a clear goal for your email
Personalize where appropriate
Focus on engagement
EMAIL BEST PRACTICES
Segment your recipient list
Test and analyze
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Value-Driven Communication
"Increasingly, the most effective marketing messages — feel less like marketing and more like useful, enjoyable, inspired information your customers and prospects want, conveyed in accessible, human terms.“ -Brian Conlin, Vocus
FLICKR USER RORY MURDOCK
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Focus on engagement
1 Use actionable language
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Focus on engagement
1 Use actionable language
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Focus on engagement
1 Use actionable language
2 Write clear & compelling subject lines
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1 Use actionable language
2 Write clear & compelling subject lines
• Persona-aligned language
• Consider using personalization
• Action-oriented verbs
• Clear value proposition
• Ideal length: 50 characters or fewer
• Consistency with content of email
Focus on engagement
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1
2
3 Optimize for mobile
Focus on engagement
Use actionable language
Write clear & compelling subject lines
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OPTIMIZE FOR MOBILE FLICKR USER DRU BLOOMFIELD
Mobile is here to stay. 47% of all email is opened on mobile.
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1
2
3 Optimize for mobile
• Use responsive templates. • Don’t crowd links. • If you are using a CTA or button, make sure there is plenty
of space and it is big enough to tap (min 44x44 pixels). • Use a clear and concise message that readers can scan and
comprehend. • Avoid using tiny fonts. Minimum 12pt
Use actionable language
Write clear & compelling subject lines
Focus on engagement
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Define a clear goal for your email
Personalize where appropriate
Focus on engagement
EMAIL BEST PRACTICES
Segment your recipient list
Test and analyze
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Analyze the results of each email send to help you determine which types of emails are most successful.
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Define a clear goal for your email
Personalize where appropriate
Focus on engagement
EMAIL BEST PRACTICES
Segment your recipient list
Test and analyze
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EMAIL TOOL WALKTHROUGH.