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
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