Email Marketing Excellence

Despite the rise of social media, email marketing remains one of the highest ROI marketing channels, delivering $42 for every $1 spent.

Building Your Email List

Quality over quantity—focus on engaged subscribers:

  • Lead Magnets: Ebooks, templates, checklists
  • Website Popups: Exit-intent and timed popups
  • Content Upgrades: Bonus content for blog readers
  • Social Media: Promote newsletter signup
  • Webinars: Collect emails through registrations

List Segmentation

Send targeted messages to specific groups:

  • Demographics: Age, location, job title
  • Behavior: Purchase history, website activity
  • Engagement: Open/click rates
  • Lifecycle Stage: New subscriber, customer, inactive
  • Interests: Product preferences, content topics

Email Types & Campaigns

Welcome Series

Make great first impressions:

  • Email 1: Welcome and set expectations
  • Email 2: Share your story and values
  • Email 3: Highlight best content/products
  • Email 4: Special offer for new subscribers

Newsletter

  • Consistent schedule (weekly/monthly)
  • Mix of content types
  • Valuable insights and tips
  • Clear call-to-action

Promotional Emails

  • Product launches
  • Sales and discounts
  • Limited-time offers
  • Seasonal campaigns

Abandoned Cart

  • Send within 1 hour
  • Remind of items left behind
  • Address common objections
  • Offer incentive if needed

Copywriting Best Practices

Subject Lines

  • Keep under 50 characters
  • Create curiosity or urgency
  • Personalize when possible
  • Avoid spam trigger words
  • Test emojis strategically

Email Body

  • Start with compelling hook
  • Use conversational tone
  • Keep paragraphs short
  • Include visuals and white space
  • One primary CTA

Design & Layout

  • Mobile-First: 60%+ open emails on mobile
  • Single Column: Easier to read on small screens
  • Clear Hierarchy: Guide eye to CTA
  • Brand Consistency: Use brand colors and fonts
  • Alt Text: For images that don't load

Automation Workflows

Set up triggered email sequences:

  • Welcome Series: New subscriber onboarding
  • Abandoned Cart: Recover lost sales
  • Post-Purchase: Thank you and cross-sell
  • Re-engagement: Win back inactive subscribers
  • Birthday/Anniversary: Personalized offers

A/B Testing

Test one element at a time:

  • Subject lines
  • Send times
  • CTA button text/color
  • Email length
  • Personalization
  • Images vs. text-only

Key Metrics

  • Open Rate: 15-25% is average
  • Click-Through Rate: 2-5% is typical
  • Conversion Rate: Varies by industry
  • Unsubscribe Rate: Under 0.5% is healthy
  • List Growth Rate: Track new vs. lost subscribers

Deliverability Best Practices

  • Use double opt-in
  • Authenticate your domain (SPF, DKIM, DMARC)
  • Maintain list hygiene
  • Avoid spam trigger words
  • Make unsubscribe easy
  • Monitor sender reputation
"Email has an ability many channels don't: creating valuable, personal touches—at scale." - David Newman