Mastering Email Marketing: An Actionable Framework for Crafting Your Strategy

Here are the key takeaways from Jeanne's amazing presentation

Email has been the #1 channel with ROI. It’s a cost-effective, communication channel

Conversion metrics/revenue metrics are the ideal KPI

• Revenue per email (RPE) = Revenue generated / emails sent.
• For non-revenue emails, measure conversions (eg.: no. of leads generated, etc.)
• CTRs indicate conversion only 7% of the time
• ORs indicate conversion only 20% of the time

To boost email conversions, A/B split testing is key.

• Testing the landing page linked to the email is crucial
• Test body copy, images subject lines

Send out different types of emails

• Create different email formats (eg.: newsletter, promotional emails, etc.) to cater to different types of audiences.

For email automation, the strategy is key

• Create small automation strategically with a message map. Start with 3-effort automation when doing it for the first time. Expand based on data.
• Identify and score revenue opportunities and create simple automation around that. Eg.: Cart abandonment emails in eCommerce. A marketer got $16 ROI on email by analyzing data that’s in cart abandonment and sending personalized emails

Email campaign ideas can come from anywhere.

• Brainstorm sessions
• Look at other email campaigns - not just in your sector
• Get inspired by your competition
• Good Emails are a great source
• Inspiration from Instagram and TikTok videos

Progressive Profiling in email helps to get data and personalize subsequent campaigns

• Ask questions to your users over staggered users through AMP email forms

Segmentation based on historical engagement is key

• Measure what content the user is interested in over some time- Use campaign data, behavioral data to segment users
• Measuring historical CTR helps assess overall email engagement. Segment users who’ve clicked on over half the campaigns