Scribd
Upload
87 views82 pages

Content Mar 4

fad

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
87 views82 pages

Content Mar 4

fad

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
You are on page 1/ 82

Creating High-

Performing Email
Why focus on
high-performing
email?
“In the next 5 years, however, email will be
seen as not just a high ROI channel by itself
but rather a platform that integrates with and
makes other channels more successful.”
Loren McDonald
Three-quarters of companies
agree that email offers
“excellent” to “good” ROI.

SOURCE: HUBSPOT
As an inbound
professional,
you know your recipients
need to see value in
your emails.
High-performing emails are focused on taking
the essential parts of an email and making
sure they’re optimized to drive your contacts
toward your specific goal.

Source: PEXELS
Your emails will be driving
engagement and will be the
vehicle for growth for both your
contacts and your business.
Exercise:
Find a pen and paper, and draw an email template.
up
a l: Sign t
Go o
ubSp
for H emy
Acad ing
n
Lear r
te
Cen
up
a l: Sign t
Go o
ubSp
for H emy
Acad ing
n
Lear r
te
Cen To: Courtney Sembler
From: HubSpot Academy
up
a l: Sign t
Go o
ubSp
for H emy
Acad ing
n
Lear r
te
Cen To: Courtney Sembler
From: HubSpot Academy

Subject Line: Looking to learn about inbound marketing?


Preview Text: Courtney, sign up for the HubSpot Academy Learning Center today!
up
a l: Sign t
Go o
ubSp
for H emy
Acad ing
n
Lear r
te
Cen To: Courtney Sembler
From: HubSpot Academy

Subject Line: Looking to learn about inbound marketing?


Preview Text: Courtney, sign up for the HubSpot Academy Learning Center today!

Hi Courtney,

~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~
up
a l: Sign t
Go o
ubSp
for H emy
Acad ing
n
Lear r
te
Cen To: Courtney Sembler
From: HubSpot Academy

Subject Line: Looking to learn about inbound marketing?


Preview Text: Courtney, signup for the HubSpot Academy Learning Center today!

Hi Courtney,

~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~ Image
~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~
25 First Street
Cambridge, MA 02141
Unsubscribe
Update Email Preferences
Start with a goal of why you’re sending
it and then connect each piece of the
email to support that goal.
How do you create
a high-performing
email?
Two themes of high-performing emails:

1. Selecting the right goal

2. Optimizing each part of your email to drive


conversions
Two themes of high-performing emails:

1. Selecting the right goal

2. Optimizing each part of your email to drive


conversions
If someone doesn't know why
you’re sending them an email,
it won't add value to those contacts
or drive the results you want.
You’ll need to decide what
content you’re sending at
what point to what segment
of contacts.
?
Five whys:

1. Who

2. What

3. When

4. Where

5. Why
The five whys will help you
narrow down the goal
of a single email
you’re sending out.
Five whys:

1. Who

2. What

3. When

4. Where

5. Why
You need to decide who the right person
for this content and your email send is.
Five whys:

1. Who

2. What

3. When

4. Where

5. Why
What do you want your contacts
to do with this email?
Smart Goal
A goal that’s specific, measurable, attainable,
relevant, and timely
Five whys:

1. Who

2. What

3. When

4. Where

5. Why
Five whys:

1. Who

2. What

3. When

4. Where

5. Why
48% 48% of emails are opened
on a smartphone.

SOURCE: HUBSPOT
Five whys:

1. Who

2. What

3. When

4. Where

5. Why
This is your most important question
and relates back to the overall theme that we’re
discussing here of setting the right goals.
Questions to help you answer why:

• What is the desired outcome?


• Is that outcome more for your benefit than for the
reader’s?

• What value does the reader receive in this email?


• How does this email fit into all the other
conversations you’re having with your contacts?
“People don’t buy
what you do.
They buy why you
do it.”
Simon Sinek
Two themes of high-performing emails:

1. Selecting the right goal

2. Optimizing each part of your email to drive


conversions
So what does optimizing
each part of your email
to drive conversions
towards that goal mean?
Conversion
The completion of a desired action
Two key actions:

1. The open

2. The click
Two key actions:

1. The open

2. The click
Your subject line is the
door to your email.

SOURCE: PEXELS
41–50 41–50 characters is the average
character length that will appear on
a mobile device.

SOURCE: CAMPAIGN MONITORS


As in most aspects of inbound marketing,
you’ll want to avoid any language that
isn’t human or helpful.
Subject line best practices:

Keep it short and sweet.

Personalize it when appropriate.

Be creative.
GREAT
EMAILS
GREAT BUILD
EMAILS TRUST
This continues to keep your
emails as a conversation,
which at its core is human.
Preview Text
The snippet of copy that’s pulled in from the body of
your email. It’s typically displayed underneath the
from name and subject line in a subscriber's inbox.
With these in place, you’re setting your email
up for a successful open, and then
you can focus on the value you’re providing
inside of your email.
Two key actions:

1. The open

2. The click
To do this effectively, you
need to write effective
email copy.
Write with clarity, purpose, and
with your primary goal in mind.

SOURCE: PEXELS
The best thing you can do for
your reader, and for your metrics,
is to do the work for them.
Using the right tone
for your emails
“Why waste a
sentence saying
nothing?”
Seth Godin
SOURCE: PEXELS

Personalization is discussed a lot with


email. But it’s more than just
personalization tokens—
it’s making the content
relevant and engaging
for the reader.
Take the time
to spell check.
This might be the most important aspect of
your email because it's what gets your reader
out of the inbox and onto the next step.

SOURCE: PEXELS
Stick to one CTA
to promote the primary goal.
Two key actions:

1. The open

2. The click
What do
high-performing
emails look like?
Key components of
high-performing email:

• Email template

• Footer and CAN-SPAM compliance

• Email images and design


Key components of
high-performing email:

• Email template

• Footer and CAN-SPAM compliance

• Email images and design


Aim for a clean, straightforward design
to display the value you’re sending.

SOURCE: PEXELS
Use an email template
that’s on-brand
with the rest of your website.
Key components of
high-performing email:

• Email template

• Footer and CAN-SPAM compliance

• Email images and design


CAN-SPAM Act
A law that sets the rules for commercial email,
establishes requirements for commercial messages,
gives recipients the right to have you stop emailing
them, and spells out tough penalties for violations
To be compliant with this law, you must have a footer
that includes your physical address and unsubscribe links
for your readers to access at any time.
Remember that sending
great inbound email is
all about building trust.
Key components of
high-performing email:

• Email template

• Footer and CAN-SPAM compliance

• Email images and design


Images are a great way to
engage your reader.

SOURCE: PEXELS
Send that email to yourself
and open on a desktop and your mobile device.
The overall design of your email.

SOURCE: PEXELS
To: Courtney Sembler
From: HubSpot Academy

Column One Column Two Column Three


To: Courtney Sembler
From: HubSpot Academy

Column One

Hi Friend,

~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~
Your contacts are not interacting with
your emails in a bubble.

SOURCE: HAVANA NNGUYEN; UX PLANET


While we can agree that email is
the best, it can’t do everything.
Use all your channels to your advantage
to help your readers grow.
Thank you

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy