Creating Email Content

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15 Terms

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Email Strategy

Define a specific purpose, map the buyer's journey stage, the customer's needs, and a call to action.

  • emails FAIL when they try to do TOO MANY THINGS AT ONCE

  • 1 email = 1 goal + 1CTA


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Email Strategy Process

Open – Read – Click – Convert

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Email Goals Awareness Stage

Introduce the brand to the recipients

  • educate

  • help solve a problem


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Email Goals Consideration Stage

Build Trust

  • show value

  • compare solutions


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Email Goals Consideration Stage

Convert leads into customers

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Email Goals Loyalty/Advocacy Stage

Keep existing customers engages

  • cross-sell products/services

  • win back prior customers


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Emoji’s Best Practices in Subject Lines

Make subject lines more expressive

  • helps shorten subject line for mobile

  • use them thoughtfully/in place of words

  • put them at the BEGINNING so they aren’t cut off in mobile


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Emoji Risks

could seem unprofessional and not appropriate for all industries

  • time and effort to find the right emoji

  • wide use prevents brand from standing out

  • overuse can lead to spam and filtering

  • display across different clients can very


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CAN-SPAM Act

A law that businesses must follow when sending marketing emails to protect recipients from misleading messages and give them a way to stop receiving emails.

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4 CAN-SPAM ACT Requirements

  1. Clear Identification

  2. Valid Physical Mailing Address

  3. Clear Working Unsubscribe Link

  4. No Deceptive Sender Names or Subject Lines


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Clear Identification Requirement

The email must clearly identify itself as a marketing message.

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Valid Physical Mailing Address Requirement

Marketing emails must include a valid physical mailing address in the footer.

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Clear and Working Unsubscribe Link Requirement

Marketing emails must provide a working way to unsubscribe, and opt-out requests must be processed within 10 business days.

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No Deceptive Sender Names or Subject Lines Requirement

Businesses cannot use misleading sender information or subject lines.

Example:

  • Bad: "You Won $1,000!" when the email is actually advertising gym memberships.

  • Good: "Save 20% on Your First Gym Membership."


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6 Ethical Guidelines

  1. Respect inbox space

  2. earn attention

  3. be transparent

  4. protect privacy

  5. make unsubscribing easy and honor it quickly

  6. avoid dark patterns/guilt trip messages