Fundamentals of email strategy - Suzy Carter-Kent and Rob Pellow, Adestra
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The document discusses the fundamentals of email strategy and design, focusing on the importance of having a coherent email marketing plan to achieve goals and build customer relationships. It highlights tactics that enhance digital channels, emphasizes the need for interactivity in emails, and outlines key success metrics. Key components include content direction, relationship building through data insights, and various digital resources available to support email marketing efforts.
Fundamentals of email strategy - Suzy Carter-Kent and Rob Pellow, Adestra
- 2. Fundamentals of Email Strategy and Design Rob Pellow and Suzy Carter-Kent
- 3. ADESTRA EMAIL SUMMIT Today…. Why an email strategy? Interactivity in Email Storytime What does design bring
- 4. ADESTRA EMAIL SUMMIT The function of an email strategy Content and Direction – Gives your email marketing a plan to achieve your goals and objectives Tactics – A mixture of short and long term tactical activity that compliments and enhances other digital channels Relationship Building – Using your data to provide insight into your customer base
- 6. ADESTRA EMAIL SUMMIT Customers and relationships exist over time Customers see a series of communications not a single campaign
- 7. ADESTRA EMAIL SUMMIT Interactivity in email
- 9. ADESTRA EMAIL SUMMIT One Column Heading • Some text
- 10. ADESTRA EMAIL SUMMIT One Column Heading • Some text What action/actions do we want you to take? Why should you care about what we are saying? Who should we invite? How do we measure the success of this event?
- 11. ADESTRA EMAIL SUMMIT Webinars Thought leadership E-guides Case Studies Account Management Support Technology Customer Success Design Blogs Digital Design Downloadable resources
- 13. ADESTRA EMAIL SUMMIT Adestra 8 Marketing Success Pillars
- 16. ADESTRA EMAIL SUMMIT Automtation prog
- 23. ADESTRA EMAIL SUMMIT I hate email developers!
- 24. ADESTRA EMAIL SUMMIT Outlook PC Outlook 365 Mac Desktop Mobile (native) Gmail App AOL Mail Hotmail Gmail Webmail Yahoo! Mail Interactive tabs No No Yes Yes No No No No No Growing Mountains No No Yes Yes No No No No No Hover Spots No No Yes Yes No No No No No Animated GIF No Yes Yes Yes Yes Yes Yes Yes Yes Google Fonts No No Yes Yes No (!) Yes Yes No Yes Mobile (native) Interactive tabs Yes Growing Mountains Yes Hover Spots Yes Animated GIF Yes Google Fonts Yes
- 27. ADESTRA EMAIL SUMMIT Two Column Slide! Left text Right TextYour story Journey expectation Building your strategy