The Science and Mechanics of Sending and Receiving Emails
- This chapter explains how the Internet connects millions of PC, smart phone, and other mobile device users via their Internet Protocol (IP) addresses.
CAN SPAM Laws, SPAM Filters, Junk Folders, ISPs, and Other Barriers to Email Deliverability
- Guidelines for when you can and cannot send emails to people whom you do not know—and what you are allowed and not allowed to say in them.
Anatomy of an Email Message
- How to create and optimize each element including headline, lead, body copy, bullets, pictures, call to action, hyperlink, other response mechanisms, close, and P.S.
Optimizing the All-Important “From” and Subject Lines
- The 3 kinds of “From” lines and when to use each; what works best in subject lines; optimal character count for subject lines; how to A/B split test subject lines for maximum results.
Rules for Writing Clear, Compelling Emails
- Similarities and differences between writing a print letter vs. writing an email; principles of composition; choosing the right messaging; making your copy more compelling and persuasive; writing for online readers.
Email Design Options: Text, HTML, Text in an HTML Shell
- Pros and cons of text vs. HTML; formatting and design of text emails; designing an HTML email with visuals; advantages of text within an HTML shell.
Rich Media and Embedded Video
- Embedding video in your emails including available styles (white board or sketch vs. live footage), equipment needed, and optimal run time.
Hyperlinks, CTAs (Calls to Action), and Landing Pages
- Best type of hyperlink (underlined phrase vs. click button), best destination for hyperlinks, most effective CTAs, where in the email body to place hyperlinks, and how to write and design landing pages, registration pages, and other online forms.
Autoresponders
- An autoresponder is software that automatically sends out either a single email or a sequence of timed emails, either on a preselected date or triggered by a specific action, such as a consumer filling out a survey or downloading a free e-book, or failure to renew a subscription. The proper use of autoresponders can boost online sales in digital marketing 10% to 30% or more.
Writing and Publishing an Email Newsletter
- Naming the newsletter, designing the masthead, coming up with ideas for articles, writing the copy, e-newsletter body design, building a subscription list, handling subscriber complaints, opt-out language and mechanism required, and optimal length, frequency, time of day, and day of week to distribute.
Personal Emails for Every Occasion
- Emails for congratulations, condolences, sympathy, get-well-soon, requesting a favor, declining an invitation, letter of complaint, apologies, answering tough questions, giving unsolicited advice, holiday emails, congratulations, giving thanks, and many others.
Business Emails for Every Occasion
- Covers many types of business email correspondence including business greetings, post-meeting follow-up emails, cordial contacts, referrals, introductions, copyright violation notices, requesting a meeting, declining an invitation, renewal notices, collections, sales proposals, and dozens more.
Email Marketing that Sells
- How to create emails for a wide range of marketing offers including e-commerce, lead generation, upselling, PayPal and credit card orders, webinar invitations, subscription marketing, new product announcements, sales and discount offers, product upgrades, emails to reactivate dormant accounts, and many more.
The Role of Email in Content Marketing
- One of the hottest trends in marketing today is to offer free consumer or business information, known as “content.” This chapter shows how to create content that increases response to email marketing campaigns as well as how to drive traffic to your existing content with emails.
Device-Specific Email Design
- Rules and guidelines for designing your emails so they are easily readable on a variety of standard web browsers as well as laptops, notebooks, smart phones, and other devices.
Integrating Email into a Multichannel Communications Program
- Emails are just one of dozens of communications vehicles available to us in the twenty-first century. But how do you make the decision whether to send an email, make a phone call, send a postal letter, run a banner ad, or hold a Snapchat conference? Here are some of the most effective ways to integrate email into an overall communications or marketing strategy.
Emoticons and Emojis
- The graphic symbols most commonly used in email and the meaning and appropriate usage of each.
Model Marketing Email Messages
- A sampling of email marketing messages including the full text of the email, and—where available—the results include open rates, click-through rates, conversion rates, number of units sold, and gross revenues.
Sample E-Newsletters
Select Email Service Providers
Select Email Service Providers
Email Marketing Fundamentals at a Glance