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A Summary of

How to use email marketing to create campaigns and connect with your users

by
Tom Newton
Intercom
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Email is one of the most effective channels that a business can use to reach its customers.

  • Email marketers claim an average ROI of about $38 per dollar spent, making it one of the most profitable marketing activities available.
  • Email marketing has a high reach; ~3.8 billion email users worldwide / ~half of the world’s population

How to get started with email marketing

  1. Choose an email marketing service (e.g., Intercom)
  2. Create a signup form to start collecting customers' contact info
  3. Grow your subscriber list via social media, live chat, etc.
  4. Email can be a great tool to fill in gaps between conversion points.
  5. Create basic email campaigns set on a regular cadence (weekly, monthly, etc.)
  6. E.g., Newsleters, an onboarding series, etc.
  7. Add additional emails based on customer segments

The 5 components of a successful email marketing campaign

  1. Ideal send times
  2. A clear subject line
  3. Personalized messaging
  4. On-brand design
  5. A clear call to action

6 crucial email marketing metrics to gauge your success

  1. Number of subscribers
  2. Deliverability rate
  3. Open rate
  4. Clickthrough rate
  5. Unsubscribe rate
  6. Conversions
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