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Email Mar 3

The document discusses best practices for sending the right email, including understanding why an email is being sent and the value it provides recipients. It emphasizes the importance of personalization by sending the right message to the right person at the right time. This involves segmenting contacts, using their data to tailor content to where they are in the buying process, and scheduling emails for when recipients are most likely to engage. The goal is to attract and guide recipients by building trust and value with each message.

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Huy Hoàng Phan
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71 views58 pages

Email Mar 3

The document discusses best practices for sending the right email, including understanding why an email is being sent and the value it provides recipients. It emphasizes the importance of personalization by sending the right message to the right person at the right time. This involves segmenting contacts, using their data to tailor content to where they are in the buying process, and scheduling emails for when recipients are most likely to engage. The goal is to attract and guide recipients by building trust and value with each message.

Uploaded by

Huy Hoàng Phan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Sending the

Right Email
Why is sending
the right email
important?
You’re sending the most contextual message.

SOURCE: PEXELS
2 things to understand to send
the right email:

1. Why you’re sending the email


2. The value you’re delivering to the person
Inbound marketing is focused on
attracting customers through
relevant and helpful content and
adding value at every stage in
your customer's buying journey.
You want to send emails
that provide real value to
your leads and customers.
How do you send
the right email?
3 key components of sending email:

1. The right email

2. The right person

3. The right time


3 key components of sending email:

1. The right email

2. The right person

3. The right time


Content

Inbound is all about the Context


happy marriage between
context and content.
Take a specific action on a
website around a certain topic,
and an email is triggered.

Source: PEXELS
3 key components of sending email:

1. The right email

2. The right person

3. The right time


Segmentation
Dividing your contacts into smaller groups
based on similarities
Content, just like in the stages of the
buyer's journey, will change based on
a contact’s lifecycle stage.
SOURCE: PEXEL

With a contact database that stores all of the information on your


contacts and allows you to track their activity, you can easily pair
the right segments with the right content to send out at the right time.
3 key components of sending email:

1. The right email

2. The right person

3. The right time


Timing is everything.

SOURCE: PEXEL
Relevancy helps you
time your email sends.
How do these
pair together?
Send Time Personalization
Using the data you have on each of your contacts—such
as when they open, click, and convert—and scheduling
your emails to send to each contact when each contact
is mostly likely to engage with your email
Relevant content + time period =
sending at the right time
3 key components of sending email:

1. The right email

2. The right person

3. The right time


As an inbound professional,
email is an important piece
of your inbound strategy.

But a great
email marketer recognizes
when not to send an email.
What does
sending the right
email look like?
Each time you press “send” is a
chance to
build trust, provide value,
and guide your contacts
through their buying process
or continue conversations
with customers.
Best practices for sending the right email:

Setting expectations

Creating email layout

Using personalization
Best practices for sending the right email:

Setting expectations

Creating email layout

Using personalization
Hi friend,

Thanks for subscribing to my blog. I’m thrilled to have you here.

You will be receiving updates from me on how to send better emails monthly basis but if
you are looking to update your email preferences you can do anytime here.

Invite your team members because when we learn together we grow better.

Warmly,

Courtney
Hi friend,

Thanks for subscribing to my blog. I’m thrilled to have you here.

You’ll be receiving updates from me on how to send better emails on a monthly basis. But
if you’re looking to update your email preferences, you can do so anytime here.

Invite your team members because when we learn together we grow better.

Warmly,

Courtney
Hi friend,

Thanks for subscribing to my blog. I’m thrilled to have you here.

You’ll be receiving updates from me on how to send better emails on a monthly basis. But
if you’re looking to update your email preferences, you can do so anytime here.

Invite your team members to subscribe because when we


learn together we grow together.

Warmly,

Courtney
The core of inbound
email marketing:
being human and helpful
Best practices for sending the right email:

Setting expectations

Creating email layout

Using personalization
Email is a
communication
channel,
not a one-way
communication
mechanism.

SOURCE: PEXEL
Preview text can also
be incredibly powerful.
Use AIDA
to organize the structure of your emails.
AIDA
An email model that stands for attention, interest,
desire, and action. It appears as an inverted pyramid.
Funnel someone's
attention
down to your
desired action and goal
of the email send.
Attention

Each stage of the AIDA model


depends on having a good
segment of contacts to start with.
Funnel someone's
attention
down to your
desired action and goal
of the email send.
Attention
Interest
Each stage of the AIDA model
depends on having a good
segment of contacts to start with.
Attention spans in today's world
are continuing to decline.
You can continue to
build interest with
relevant content and value.
Attention
Interest
Each stage of the AIDA model
depends on having a good Desire
segment of contacts to start with.
The golden rule of sending email:
You want to add value, not ask for it.
Attention
Interest
Each stage of the AIDA model
depends on having a good Desire
segment of contacts to start with.
Action
Best practices for sending the right email:

Setting expectations

Creating email layout

Using personalization
Creating a personalized email for your contacts means
serving them the information they want with the context of
what’s going on right now.
Best practices for sending the right email:

Setting expectations

Creating email layout

Using personalization
Thank you

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