WeWork Lunch & Learn

Email Marketing Best Practice

Josie Scotchmer@mailjet

uk.mailjet.com 4

Where are you with Email?QUESTION

(1) The Radicati Group, 2015 (2) DMA, 2015 (3) Marketing Sherpa, 2015

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Invest to stay ahead

Why EMAIL is the most effective

communication channel ...

2.6 Billion Users36% of the global population has an email address (1)

Best ROIAverage ROI of £38 for each £1 spent (2)

Preferred Channel72% of consumer prefer to be contacted by email (3)

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 ... but sending emails is a challenge

2/3 emails are sent to SPAM (1)

It requires efforts to be seen as legitimate

21% of legitimate emails land in SPAM

Inbox placement declined by 4 points between 2014 and 2015 (2)

Email creation is a nightmareEmails are now viewed on multiple screen sizes more than ever

130+ emails received per dayPeople receive more than 130 business and private emails a day (3)

(1) Symantec, 2015 (2) Return Path, 2015 (3) The Radicati Group, 2015

If it doesn’t go to plan, what goes wrong?

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It is often a vicious circle

Limited internal email expertise

Best practices are not always followed

Low quality contact base

Batch and blast miss its target

Emails are landing in spam and ISP

relations are poor

Low open and click rates, high spam and bounce rates

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The Different Types of EmailMarketing Transactional

01 Email Best Practice, Contact List Management

Optimising your metrics

How Mailjet can help you

0203

What you’ll learn

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Segmentation, Targeting, Personalisation

Contact List ManagementImprove your open rates

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Collect engaged contacts

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Enrich your database with

other information that email

Customise and segment

your emails

Remove blocks, bounced emails,

unsubscribes, inactive contacts

Collect Engaged ContactsFrom your other channels

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Website

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Blog Facebook Twitter

Attention Do not buy data or contact lists

Enrich Your DatabaseData is king

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Email

Age Gender

LocationLoyalty Programme

Purchase Data

Customise and segment your mailings for increased marketing efficiency

Secret Weapons of EmailMake your contacts want to open your email

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From Name

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Subject Line Pre-header

Date

Improve Your Metrics

AX05

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Always Test

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When Your Email Marketing Strategy Is On Point

Virtuous Email Circle

Autonomous & accompanied marketing team

Base is unique to the company

Highly engaged database

Segmentation on preferences

& behaviour

Outstanding results

Outstanding sender reputation

Optimise the designThe rules of email design

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Rest of the content, ideally in single column

350 px Best height for CTA

600 px max

Think responsive Device, browser, email client…

Fonts count Use generic fonts or light images

The size counts Most emails are opened on mobile first

Optimise the designThe rules of email design

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Clear Value Proposal

Visible calls-to-action

Design on 1 column

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Optimise the designOptimise the CTA

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Main CTA In the email’s header and footer

Other CTA’s Smaller and varied (sizes and colours)

Optimise the designOptimise the CTA

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Main CTA In the email’s header and footer

Other CTA’s Smaller and varied (sizes and colours)

Optimise the designBalance of text and images

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Too many images Not enough information and context

Too much text The users do not take the time to read

Optimise the designUse the space

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Busy emails end up in the trash

Too much white space & you’ll lose your readers

Do Don’t

Optimise the designBe yourself

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Always use your logo

Keep it consistent with your brand

Repurpose website/blog graphics

Optimise the designUse colour

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Eye catching

Align with your brand

Make your emails memorable

Optimise the designCreate responsive emails

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Mailjet Passport

MJML

Litmus

Email on Acid

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Who Is Mailjet?15

A single email providerManage marketing & transactional emails

Collaboration framework between marketing and IT

World-class deliverability

Increase inbox placement with our tools & services

Tight link with Mailbox Providers

Tailored support & consulting

Dedicated customersuccess & support teams

Help increase the KPI that matter for your business

Key community player

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Manage your emails from creation to ROI analysis16

Intuitive drag-and-drop interface with Passport HTML editor with live preview A / X Testing

Design effective emails

Segmentation by profile and behaviour Monitoring of deliverability IP traffic management

Feedback

Real-time statistics Comparison of campaigns

Understand and refine

MANAGE AND INTEGRATERights management API Integration

Create Send Optimise

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Consulting and tailor-made services17

Continuous control and improvement of deliverability Improvement of the strategy thanks to the support of our specialists

Audit Integration Support for IP

OnBoarding

Qualification & Planning

Training Technical & functional support Strategy Consulting

Cruise

Bespoke follow-up and training

Account Setup Dedicated IP address Reputation Tracking Analysis and recommendations

Take-Off

Technical Configuration Tracking

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40,000 Happy Clients

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3 months free Silver Premium Plan (150,000 emails/month) Code: WEWORK15

Give Email A Try

Any Questions ?uk.mailjet.com/blog

ThanksJosie Scotchmer

@mailjet