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IMC2: Using email marketing effectively

How to use email marketing effectively


Uses for email marketing

  • Regular newsletter
  • Sales promotions
  • Nudge down the funnel

What is a good open rate?

20% seems to be about right
(via benchmarks/)

Selmach case study

More focused emails Increased customer calls


  • Set out the goals
  • Who emails where aimed at Sketch or Wireframe
  • Plan ahead

From 18% to 21% open rate
From 14% to 30% click rate (7% to recipients) Above average 😀

Witley Jones case study

  • Tricky audience
  • Customers mention email content
  • Interesting content or video most clicked

Communion Case study

Email Tools

Email marketing tips

  • Streamline
  • Clean your list, remove the duds
  • Segment your list. Send only to those who want/need it


  • If possible use their name Can help visibility in the inbox Can increase open rates
  • Use a named email rather than a generic one to increase open rates
  • Interesting or challenging subject line
  • Ask a question Intrigue
  • Tell the reader exactly what your email contains

What is the goal?

  • Why are you doing this?
  • Have purpose
  • Include a still or animated GIF
  • Including a person seems to get more clicks
  • Use video
  • Ask for action
  • Include a call to action
  • Link out to your website Include a phone number
  • Draw people to the action

Built trust

  • Aim to create an unmissable email
  • Make it easy to unsubscribe
  • Make it clear why you are contacting them Send consistently

Run experiments

Test out different subject lines or content to find out what works best