Five Rules for
Email Marketing
Stephanie Martin
A successful email marketing campaign
• The right people
• Open the email
• Read the content
• Respond
Stephanie Martin
[email protected]
The right people
1. Data
The single most important factor in determining the
success or your email marketing campaign
Stephanie Martin
[email protected]
Open the email
2. Subject line & Pre-header text
Subject line:
Include several elements to increase your chances of sparking
interest
Example:
New edition of the Collins English Dictionary out now
Special launch offer | Collins English Dictionary | Hangry, dumple,
textonym, twerker…
Stephanie Martin
[email protected]
Open the email
Pre-header text:
The short summary text that follows the subject line when
an email is viewed in the inbox
Example – instead of purely functional:
Can’t read this email properly – click here
Share this newsletter online | Web version 22 April 2014
Include something more engaging – should work with the subject line:
Subject line:
Special launch offer | Collins English Dictionary | Hangry, dumple,
textonym, twerker…
Pre-header text:
Save £15 on the brand new edition | View email online
Stephanie Martin
[email protected]
Stephanie Martin
[email protected]
Read the content
3. Responsive
‘Mobile will account for up to 70% of email opens,
depending on your target audience and product.’
eMailmonday – the Ultimate mobile email stats (2015)
4. Images
Email content should never be a single image
‘67% of emails received have images turned off’
Jay Schwedelson, President-CEO, Worldata
Stephanie Martin
[email protected]
Respond
5. Call to action
• One single most important CTA expressed
consistently
• Link by the end of first paragraph at the latest
• Write links that stand out and are easily scannable
Example – instead of:
As a special launch offer you can save £15 on the RRP if you order
by 30th November 2014 - simply click here.
I would recommend:
As a special launch offer you can save £15 on the RRP if your order
by 30th November 2014.
Stephanie Martin
[email protected]
Five Rules for Email Marketing
The right people
1. Data
Open the email
2. Subject line & Pre-header text
Read the content
3. Responsive
4. Images
Respond
5. Call to action
Stephanie Martin
[email protected]