Email Marketing Strategy A-Z: Design your best strategies

Email Deliverability: the most mystifying yet important area of Email Marketing.

The intro ??  quickly points out why Email Deliverability is #1-crucial area in Email Marketing and why marketers should have a strong understanding in Email Deliverability without depending on the email service providers.

The intro also hints on what you'll get from the section:

1. The journey of an email from the start to end

2. The key concepts in email marketing and how they relate to each other: hard bounce, soft bounce, blacklist, ...

3. The meanings  of the Authentication methods (SPF, DKIM, & DMARC) and how they work

4. The factors & know how to gain a positive Sending Reputation and get to the inbox of users

5. Plan & execute a Warm-up sending plan when starting email marketing activities with any new vendor

6. The common deliverability issues and how to resolve them with a step-by-step checklist & tools.

We'll go through the journey of an email from the start to end. We'll be able to answer:

• From the sender, which is you, where will the email go and who/what will access it?

• How many outcomes the email can end up - in the inbox, spam, be blocked or bounced?

• Along the journey, what can happen to the email and why?

The journey will be explained in a flowchart, which makes every step and how they relate very clear and easy-to-understand. 

We'll also cover the key concepts in email deliverability, including:

1. Type of bounces

2. Authentication methods: SPF, DKIM, DMARC

3. IP & Domain reputation

4. List Hygiene

5. Blacklist

6. Content filtering

7. ...

By finishing this lesson, you'll have an overview picture of email marketing, how different areas in email marketing relate to each other, and a to-do list for 100% successfully-delivered email marketing campaigns. Especially, this lesson also links to other later sections in the course, so you know better how things are related.

It's common for marketers to start over with a new IP address - from which our emails are sent out, while operating Email Marketing activities. Common situations that we often need to start with new IPs are:

• We change the email service providers (vendors), for example: from Mailchimp to GetResponse or Insider OR

• Our email list grows too massively that we need more IPs to send emails from

And it's required a different sending practice in the period of switching IPs in order to not harm the Email Deliverability. In fact, there are lots of mess-ups can happen during switching services that cause harm to the sending reputation, which takes time to revamp and result in low business results for a long time . 

In this lesson, we'll learn:

1. Different types of IPs

2. Why we need to Warm-up a new IP

3. And how to plan & execute the warm-up with Step-by-step demonstration, checklist & documents

Although we have setup everything properly from the start, a lot of things might still arise and affect to the Deliverability of your Email Marketing campaigns along the way.

In this lesson, we'll learn:

1. SIGNALS to tell that your email deliverability is having issues 

2. 4 COMMON ISSUES that can happen to your email deliverability

3. A CHECKLIST OF ACTIONS & TOOLS to help you troubleshoot each of the issue

The intro quickly points out why Email list is the backbone of Email Marketing - that having an ever-growing, rich & healthy email list will enables you to GROW IN REVENUE without doing any extra.

The intro also hints on what you'll get from the section:

1. GROW: how to leverage different type of email collection pop-up to grow your list & the best practices in collecting emails

2. ENRICH: why we should enrich our email list with attributes - what are extra things we can do with email marketing? And how we can collect attributes

3. MAINTAIN: when & how to design your own email list cleaning strategy. And also other additional practices you can consider to help always maintain a healthy email list for email marketing activities.

This lesson covers different Online & Offline methods to collect emails for email marketing activities.

It also quickly gives you extra tips on how to effectively collect emails from Offline and also how to integrate email collection into the UXUI of your website.

In this lesson, we'll discover:

• how many types of email collection pop-up?

• what is the opt-in rate of each type?

• how to leverage each type for your different objectives.

In this lesson, we'll learn how to improve your email collection activities:

1. Craft a value in exchange for customers' emails

2. Copywriting on email collection pop-ups

3. When to show the email collection pop-ups

4. How often to show the email collection pop-ups again to same users

5. How to use different types of email collection pop-ups together in a seamless way for best result and user experience

Enrich the email list means to collect more information about our email subscribers, which means we understand more about them than just knowing their email addresses.

In this lesson, we'll learn:

1. 3 powerful things we can do with email marketing if we collect user attributes - the information of our email subscribers

2. How we can collect user attributes: in both active & passive ways

3. And how a Customer Profile will look like with all the attributes

While previous lessons help you building an ever-growing and massive email list, this lesson helps you ensure the information we collect & keep are correct & updated, for it to be useful for our email marketing activities.

In this lesson, we'll learn to Design your own Email List Cleaning strategy and Automate the whole process!

This lesson gives you 5 additional things you can do for your email list hygiene.

The intro quickly points out how Email Newsletters is a powerful weapon for brands in many different ways, but at the same time, it can be harmful if not being sent right.

The intro also hints on what you'll get from the section:

1. Framework to design your own email newsletters Strategy

2. How an example email newsletters Calendar looks like

3. Framework to define the email newsletters sending Frequency

4. How to segment to craft the email newsletters Content more relevant

This lesson gives you:

• 2 dimensions to look at while designing an email newsletters strategy and

• an example of email newsletters sending calendar 

Frequency - how often you send email newsletters to users is tricky. Sending too less - users might forget about your brand and might miss many opportunities. Sending too much - users might feel annoyed with your brand, which can result in complaints, unsubscribes or even churns.

When it comes to frequency, there's NO one-size-fit-all.

In this lesson, you will be able to design your own email newsletters strategy & calendar, that:

1. You'll know how to break your email list into different segments which should receive more or less emails than other segments

2. Relevant to your own business nature

In this lesson, you'll learn:

1. How to break your email list into different into different segments of relevant interests, from which you send them with relevant email newsletters content

2. How to save time & quickly create different contents with Conditional Block feature

3. How to test Segments

The intro quickly points out how Email Marketing Automation is a powerful & game-changer to your business.

The intro also hints on what you'll get from the section:

• 2 Frameworks to design your own Email Marketing Automation strategy & come up with flows that are necessary to your business

• Detailed demonstrations of 7 essential Email Marketing Automation flows

Email Marketing Automation is powerful, ONLY IF you know how to leverage it for your business strategy effectively.

In this lesson, you'll learn:

1. 2 FRAMEWORKS to design your own Email Marketing Automation strategy & come up with flows that will help you generate the business values that you want!

2. Additional tips in running Email Marketing Automation flows so it doesn't hurt the customer experience!

It's all about FIRST IMPRESSION, and you have a chance to make it right with the Welcome email flow!

When users just subscribe to your email marketing list, their interests are high ?  and so, they're more likely to take any actions that you want them to take with the Welcome email!

The lesson will equip you with:

1. What objectives you can set

2. # of emails within the flow

3. Timing between emails within the flow

4. Best practices in designing the email with example templates!

There are always Window-Shoppers on your website - who just browse products with choosing anything to the shopping cart!

And these account for a HUGE LOSS in potential revenue ?  and we can take them back with the Browse Abandonment Recovery email flow.

The lesson will equip you with:

1. What objectives you can set

2. # of emails within the flow

3. Timing between emails within the flow

4. Best practices in designing the email with example templates!

Cart abandonment is always one of the BIGGEST PAIN POINTS that all online brands want to tackle.

You're just a little away from a sale ?, and Cart Abandonment Recovery email flow is a powerful weapon.

The lesson will equip you with:

1. What objectives you can set

2. # of emails within the flow

3. Timing between emails within the flow

4. Best practices in designing the email with example templates!

As you already learn from section 2, not all subscribers in the email list are active to your email marketing activities.

We can run Inactive Reactivation email flow to encourage them to re-engage with your brand or to update their preferences towards your email marketing activities.

The lesson will equip you with:

1. What objectives you can set

2. # of emails within the flow

3. Timing between emails within the flow

4. Best practices in designing the email with example templates!

Everyone knows that selling to a repeat customer is easier than a new customer. ?

The lesson will equip you with:

1. What objectives you can set

2. # of emails within the flow

3. Timing between emails within the flow

4. Best practices in designing the email with example templates!

Birthday is always a good chance to do some shopping, isn't it? ?

The lesson will equip you with:

1. What objectives you can set

2. # of emails within the flow

3. Timing between emails within the flow

4. Best practices in designing the email with example templates!

Does it seem more attractive when customers can purchase to either earn more points or redeem their points?

Turn your loyalty program into a sales engine with Email Marketing Automation!

The lesson will equip you with:

1. What objectives you can set

2. # of emails within the flow

3. Timing between emails within the flow

4. Best practices in designing the email with example templates!

The intro quickly points out how mastering Email Marketing Analytics can boost your confidence in running Email Marketing campaigns!

The intro also hints on what you'll get from the section:

• Set-up tracking for email marketing campaigns

• Holistic Email Marketing Metric Matrix which go beyond just open & click!

• A demonstration on how to analyze an email marketing performance report on Data Studio

• A STEP-BY-STEP CHECKLIST to optimize every email marketing metrics

You should know what aspects you want to track for your email marketing campaign performance & proactively track for them, to ensure they're reported on analytics platforms.

In this lesson, you'll learn:

1. How to set the email marketing CAMPAIGN NAMES, for the analytical purpose

2. How to set UTM tracking for links used in your email marketing campaigns

3. How manage everything efficiently!

And also how to do a quick analyse just based on the campaign names.

It's risky if you only look at some single metrics that you'll be missing on what actually happens with your email marketing activities.

This lesson introduces you to the Holistic Email Marketing Metric Matrix, which enables you to look at email marketing performance from different perspectives:

1. Campaign & Channel levels

2. Long & Short-term

3. Direct & Indirect

4. And with different stakeholders: subscribers & inbox-providers

In this lesson, you'll learn:

• the ORDER you should follow to identify what happens to your email marketing activities

• the RELATIONSHIP between email marketing metrics

by examining of a real email marketing performance report on Data Studio!

This lesson provides you with a STEP-BY-STEP CHECKLIST TO IMPROVE each of email marketing metrics:

1. Bounce rate

2. Inbox rate

3. Open rate

4. Click rate

5. Arrival rate

6. Conversion rate

The intro quickly points out what the leaders in Email Marketing are doing to power-up the channel and get ahead of the competition!

The intro also hints on what you'll get from the section:

1. Use Recommendation Engine in creating dynamic content in email marketing campaigns

2. Create Cross-channel automated journeys connecting emails with other channels

Recommendation Engine leverages Artificial Intelligence (AI) & Machine Learning (ML) to help creating smart, personalized content for your email marketing campaigns in an automated way!

In this lesson, you'll learn:

1. Different recommendation algorithms and how to use them in different email marketing campaigns

2. And a demonstration of how easy it is to use recommendation engine to create email content using Insider.

Everyone talks about Cross-channel, but what does Cross-channel mean and why we need to care about it?

In this lesson, you'll learn:

1. Characteristics of different channels - email, push notification, display ad & SMS 

2. The ORDER to use these channels together in a cross-channel journey

3. The SUCCESS TIPS to create effective cross-channel journeys

4. And a demonstration of how easy it is to connect different channels into a single journey using Insider.