In the future of digital marketing, email as a channel is more relevant than ever. This presentation shares practical information and best practice principles to help marketers to define a more effective marketing strategy. By Bronwyn Johnson

1. Defining a more effective
email marketing strategy
Bronwyn Johnson
November 2022

2. CONTENTS:
• Six principles of managing customer value.
• What are the top six things that customers want?
• Communication Channels
• Why email? Why now?
• Communication Streams
• Customer Lifetime Value and Email Strategies
• Measures of Success
• Best practice TOP TIPS

3. SIX PRINCIPLES OF MANAGING CUSTOMER VALUE

4. SIX THINGS CUSTOMERS EXPECT FROM BRANDS

5. COMMUNICATION CHANNELS:

6. • Email usage has grown consistently year-on-year at a faster rate than many
traditional channels.
• Over 4.1 billion active email users.
• More than 330 billion emails are sent and received every day.
• The average person sends and receives around 150 business emails per day.
• 4 out of 6 successful digital marketers would rather give up social media
marketing over email marketing.
WHY EMAIL? WHY NOW?

7. COMMUNICATION/ EMAIL STRATEGIES

8. CUSTOMER LIFETIME VALUE AND RELEVANT EMAIL STRATEGIES
Lead generation
Lead
warming
Lead
nurturing
Sale Onboarding Servicing
Cross and
upsell
Exit
• Grow your opt-in database with a
compelling offer (lead magnet).
• Data-driven, segmented campaigns.
• DO NOT buy a list from ANYONE!
• Use a double opt-in method.
• Send a ”welcome” email:
• 80% average open rates.
• Introduce yourself and your
business.
• Add links to your best content.
• Give a discount or promotional
offer with a strong call-to-action
(CTA).
• KNOW YOUR TARGET MARKET.
• Anticipate the customer’s needs
and address them in your content.
• What is their next logical step
toward a sale?
• Is there a problem they need to
solve?
• Do they need more education?
• Give them REASONS TO BELIEVE in
your business and your products or
services.
NB: ADD VALUE before asking for a
sale.
• Make it easy for the client to buy
from you.
• A/B split test EVERYTHING (Subject,
signature, content, images, CTAs,
etc.)
• Automate as much of the campaign
as possible – EG: drip
campaigns/workflows/triggers.
• Make it easy for clients to
buy more from you and
service their existing
products or services with
your business.
• Make it easy for clients to
unsubscribe.
• Maintain an opt-out / “No to
marketing”/ Do-not-contact
list and NEVER contact these
clients unless they opt-in
again.

9. EMAIL MEASURES OF SUCCESS:
• Open rates
• Click-throughs on CTAs
(engagement).
• Sales
• Bounces
• Shares
• Opt-outs

10. TOP TIPS FOR EMAIL
MARKETING

11. BUILDING YOUR LIST(S):
• Add value to encourage people to subscribe to your emails or opt-in for
marketing (lead magnets).
• Add a subscription box to your website.
• Contact clients who have abandoned their carts on your website.
• Add a subscription box to all your social media platforms.
• Encourage your subscribers to share the content with their friends and family.
• It is essential to segment your data and drive segment-targeted emails.
Segmented emails deliver 760% higher revenue than non-segmented emails.
Don’t “spray and pray”. Be purposeful with your communication strategy.
• Add auto-responders for opt-ins. It is important to start adding value as soon as
possible. Send an automated email in one day, five days or at other frequencies
relevant to your business.
Campaign Metric - Average Performance
Opens: 14.31% higher than non-segmented campaigns
Unique Opens: 10.64% higher than non-segmented campaigns
Clicks: 100.95% higher than non-segmented campaigns
Bounces: 4.65% lower than non-segmented campaigns
Abuse Reports: 3.90% lower than non-segmented campaigns
Unsubs: 9.37% lower than non-segmented campaigns

12. EMAIL TONE:
• Don’t use “Do not reply / no response” email addresses –
these are a big cause of emails ending up in the spam or junk
mailbox.
• Personalise the greeting.
• Emails are supposed to be two-way, interactive
communications with your clients.
• Use plain, simple, conversational language. Avoid jargon,
acronyms and technical lingo.
• Include an email signature with a person’s name.
• Always add value before you ask for sales. This means that
you must know what is valuable to your target market.

13. EMAIL DESIGN:
• Include your logo / corporate branding in the design.
• Don’t use more than three fonts.
• Make the preview text count!
• Include the offer in the subject line.
• Subject lines must be short (30 to 50 characters).
• Subject lines must be compelling and give a sense of urgency.
• Increase open rates by having the customer’s name in the subject line.
• Keep the email short and easy to skim – chunk content into separate sections.
• Only one idea per paragraph.
• Use images.
• Keep the primary information and CTA above the fold.
If you are using
landing pages,
make sure that the
experience is
consistent from
email to landing
page. A/B split test
EVERYTHING
(subject, greeting,
header, content,
frequency, CTAs,
etc.)

14. BREAK THROUGH THE CLUTTER:
• Know your customer by name and understand where they are.
• Personalise emails as much as possible.
• Send relevant information at the right time.
RESPECT THEIR INBOX:
• Being invited into someone’s email inbox is a privilege. Please
don’t abuse it.
• Test your frequency of communication.
Business Type Best Day Best Time
Ecommerce Tuesday or Thursday 10:00 AM
Software/SaaS Tuesday or Thursday 2:00 PM – 3:00 PM
Marketing Services Wednesday 4:00 PM
Offline Retail/Hospitality Thursday 8:00 AM – 10:00 AM
Professional Services (B2B) Monday or Tuesday 8:00 AM – 10:00 AM
NGOs (Nonprofits) Tuesday or Thursday 3:00 PM – 4:00 PM
Overall Tuesday or Thursday 10:00 AM or 3:00 PM

16. Sources:
• https://www.getresponse.com/blog/email-marketing-best-practices
• https://neilpatel.com/blog/email-marketing-best-practices/
• https://www.shopify.com/za/blog/email-marketing-best-practices
• https://blog.hubspot.com/blog/tabid/6307/bid/23965/9-email-marketing-best-practices-to-generate-more-leads.aspx
• https://www.sendinblue.com/blog/best-time-to-send-
email/?utm_source=adwords&utm_medium=cpc&utm_content=&utm_extension=&utm_campaign=18318718534&km_device=c&gclid=Cj0KCQi
AveebBhD_ARIsAFaAvrFdbFG3awCaXjvZBEOhyf48avBLdOy2dDClRw6GB5-oAfaYQ_LaF5AaAvRLEALw_wcB
• https://blog.hubspot.com/marketing/best-time-to-send-email
• https://www.everlytic.com
• https://www.mailchimp.com
• https://seths.store/permission-marketing/
• https://www.campaignmonitor.com/resources/knowledge-base/how-many-emails-does-the-average-person-receive-per-day/
• https://mailchimp.com/resources/effects-of-list-segmentation-on-email-marketing-stats/
• https://www.oberlo.com/statistics/how-many-emails-are-sent-per-
day#:~:text=According%20to%20recent%20data%2C%20worldwide,in%202022%2C%20hitting%20333.2%20billion.