A step-by-step guide to email marketing

Presented by: Ifoda Abdurazakova, KICG/UNDP

Start

PlanManage

your contacts

Create a message Send

Track and

monitor

Focus: News Update

Basic Rules• Rule 1: AKA The Golden Rule: Respect your subscribers.• Rule 2: Be concise.• Rule 3: Make it matter.• Rule 4: Be interesting.

Planning ahead• Know your goal BEFORE you send your email.• Get to know your audience.• Send the right message to the right audience.

Present stateThings I want to

accomplish in future

Contacts

Manage your list

• A smaller list might be more targeted

• Keep your contact list up-to-date

• Set up autoresponders that will welcome people to your list

Contacts

Segment your list

Content matters (5-50)

• SCAN – 5 sec• SKIM – 50 sec

Be aware of spam words• $$$• Million Dollars• Money,• Compare

Reduce bounce rates• On average, the bounce rate is 10%

Common reasons:• The recipient inbox is full.

• The recipient email address does not exist or is spelled incorrectly.

• The mail server at the ISP of the end recipient is temporarily down or unreachable.

• The mail server is blocking the message due to content-based or blacklist-based filtering.

Tips

• Keep Your Email 500-650 Pixels Wide: • Put Your Logo in the Upper Left-Hand Side of the Email• Write Compelling Subject Lines• Use Auto-Responders for Opt-Ins• Conduct a 5-Second Test• Stick to Fewer Than 3 Typefaces

Track • Don't expect to have an open rate of 75%.

• Use data to constantly improve the effectiveness of your email marketing.

• Don't compare yourself to others — try to beat yourself.

• The best email marketers are always trying to spot the trends in their reports.

• Review the success metrics after every email.

E-mail marketing LAB