Merriam-Webster defines strategy as “a careful plan or method for achieving a particular goal usually over a long period of time.” We created our most recent SlideShare around helping you construct your email marketing strategy because it is a longterm game, and we understand it can be easy to get caught up in the details and lose sight of the bigger picture.

We structured our deck around SendGrid’s mantra:

Send the right message,

To the right person,

At the right time,

With the right frequency.

We shared some helpful “final thoughts” at the end of the deck (slides 32-36) that I want to dive into today:

 
Give Before You Take

It’s important to see the communication with your email list as a relationship, and with all healthy relationships, there is give and take. Make sure that you’re giving or sharing value before you’re asking for anything from your subscribers. Think of what valuable information you can share with your subscribers that’s specific to your industry. Any content starting with “How to…” or “Our Top Tips to…” are a great start.

Quality > Quantity 

It may seem obvious, but the inbox can already be a pretty crowded place. One way to stand out among the crowd is to actually send less email. By making an appearance only when the message is important, or only when you have something truly valuable to share, it can serve as a breath of fresh air for your subscribers and can land you more clicks and opens.

Never Stop Testing 

A good email marketer’s testing is never finished. There are so many aspects of your email to test that once you find a winner for whichever variable you’re testing, you should be able to jump right into the next one. Some variables you can test in your email include:

  • Subject lines
  • Pre-headers
  • Headers
  • Body copy
  • Footer
  • Templates
  • Button placements
  • CTAs/button copy
  • Fonts
  • Colors

For more tips on A/B testing check out our guide!

Watch Your Metrics

Watching your email metrics is like looking through a window into your subscriber’s inbox. Depending on what level of analytics you’re able to receive from your email service provider, (ESP) those metrics can either be a peephole or an entire glass wall.

With SendGrid’s Event Webhook our customers are capable of accessing much more granular email analytics opposed to the aggregated data that is automatically produced. With the Event Webhook, customers can see more granular stats around each individual recipient including when they opened, what device they were using, their location, etc. Email statistics are just like candy, the more, the better! 🙂

For more information around the content in your email marketing, take a look at our SlideShare Email Marketing 101: Content!



Kate Schmeisser
When Kate isn't trying to teach herself the ukelele, make it through the mountain of books on her nightstand, or figure out if they are actually being serious about suggested serving sizes on ice cream, she is the Creative Content Manager.