In this introduction, we explain why Email Marketing can give you a competitive edge and we describe the topics that will be covered in the course.
This lecture explains what email marketing is and categorizes the different types of emails that are used.
This lecture goes into detail describing three important types of marketing emails:
- Promotional emails
- Newsletters & content-heavy emails
- Event announcements & invitations
This lecture explains what transactional event-triggered emails are and provides examples.
This lecture explains what non-transactional event-triggered emails and provides examples of how such emails can be used for:
- Cross-selling
- Up-selling
- Winning back lost customers
This lecture defines and explains the differences between:
- Nurture marketing
- Drip campaigns
- Auto-responders
We provide an example of a 4-email drip campaign.
This lecture describes additional terminology related to Email Marketing:
- Batch-and-blast
- Targeted emails
- One-to-one marketing
This lecture explains what Email Service Providers (ESPs) are, how they work, and the reasons that most serious Email Marketers use them, broken into the following categories:
- Workflow & efficiency
- Capabilities
- Deliverability
This lecture briefly surveys some of the more common features available in many Email Service Providers, including:
- Subscriber management features
- Email creation features
- Social media tools
- Campaign scheduling
- List segmenting
- A/B testing
- Analytics
- CRM integration
This lecture frames the issue of selecting an Email Service Provider in terms of:
- Features
- Cost
- Deliverability
- Reputation
This lecture goes into depth explaining the various tiers and methods of pricing used by Email Service Providers, including:
- Low cost options
- Flat rate pricing
- CPM & per-email pricing
- Recommendations for small businesses
- Recommendations for larger businesses/enterprises
- Tips for negotiating to get the best price
Additional ESP Recommendations (PDF)
We also provide an updated list of specific names and descriptions of our recommended ESPs for:
- Entry level
- Standard businesses
- Enterprise & high-volume email senders
This list explains the steps and provides tips for maximizing the effectiveness of email address captures forms on your Web site.
This lecture briefly summarizes some of the more common tactics for driving traffic to your email signup forms and goes into depth in two low-cost tactics in particular:
- Free giveaways
- Guest blogging
Resource: Free Tools for Checking Any Web Site's PageRank
This lecture, in the context of securing guest blogging opportunities, mentions the need to ascertain a target blog's importance using PageRank.
Here are just a few options (Google "pagerank checker" for many more options):
Web sites:
Chrome plugins:
Firefox add-ons:
If you find any broken links above, please notify us (the course instructors).
This lecture suggests additional ways to build your email list using:
- Social media & sharing
- Offline venues
This lecture describes what to do if you already have an email list to start with, as well as what to do if you haven't emailed to your list in a while.
This lecture defines spam and explains opting in, including:
- Implied permission
- Explicit permission
- Confirmed permission (double opt-in)
- Relationship & transactional emails
This lecture explains how to comply with the 2003 U.S. federal CAN-SPAM law, including:
- Unsubscribe compliance
- Content compliance
- Sending behavior compliance
This lecture explains the problems and high risks associated with emailing to third-party lists (i.e., sending to people who have not opted in to receive emails from you directly).
This lecture discusses other legal concerns that all Email Marketers should be aware of, including:
- Emailing to children
- Emailing outside the U.S.
- Privacy
- Security
- Intellectual property
In this lecture, we'll discuss the using your emails' tone to enhance and extend your company's brand, while also connecting more closely with customers.
In this lecture, we'll discuss the different email format options and the advantages and disadvantages of short versus long-form emails, with suggestions for discovering your emails' optimal length.
In this lecture, we'll explain the pros and cons of sending HTML versus simple text emails.
In this lecture, we introduce the subject of the next several lectures: Anatomy of an Email. We briefly define important terminology related to the parts of an email and we dive deep into effective use of the "from" line.
A continuation of Anatomy of an Email, we begin the first of three lectures on writing effective subject lines.
A continuation of Anatomy of an Email, the second of three lectures on writing effective subject lines.
A continuation of Anatomy of an Email, the last of three lectures on writing effective subject lines, with examples from twelve categories to help you generate creative ideas.
This lecture is the final installment of Anatomy of an Email, with coverage of your emails':
- Salutation
- Body
- Closing
- Signature
- Footer
This lecture provides guidelines for ensuring that your HTML emails are constructed properly to display in different email clients and on different devices.
This lecture provides real-world examples of HTML emails of several email types:
- Transactional email
- Announcement/invitation email
- Drip email
- Newsletter - simple text
- Newsletter - blogger, graphics, using ESP template
A continuation of real-world HTML email examples:
- E-commerce, personalized data
- Light use of graphics
- Light use of graphics - multiple products
- Light use of graphics - dramatic design
- E-commerce, long-form
In this lecture, we explain how to avoid having your emails get stuck in ISPs' spam filters, including:
- Spam checker tools
- Text-to-image ratio
- Multi-part email guidelines
- Subject line spam filter triggers
- Spam filter trigger words
This is the first of two lectures that explain how to create compelling emails that encourage your subscribers to click through. In this lecture, we cover:
- How to create value
- How to generate a desire to click through
- Teasers
- Effective promotions
This is the second of two lectures that explain how to create compelling emails that encourage your subscribers to click through. In this lecture, we dive deep into:
- Creating effective calls-to-action (CTAs)
In this lecture, we discuss the role of writing ability in Email Marketing and explain how you can be an effective Email Marketer even if you're not a great writer.
In this lecture, we discuss the best days to send emails, including:
- Industry averages
- Email volume
- Open rates
- Clickthrough rates
- Hints from your analytics
- Special case: B2B
- Different days for different email types
- Timing emails for promoting events
- Special days to avoid
In this lecture, we discuss the best (and worst) times of day to send emails, including discussion of:
- Mornings
- Afternoon
- Evening/night
- Industry averages
- Open rates
- Transaction (conversion) rates
- Special case: B2B
- Special case: Mobile users
The first of three lectures, we discuss how often to send emails, including consideration of:
- Frequency vs. relevance
- Setting expectations
The second of three lectures, we discuss how often to send emails, including consideration of:
- Newsletters & content emails
- Quarterly
- Monthly
- Weekly
- Daily
- Alert emails
- Multiple emails per week
The third of three lectures, we discuss how often to send emails, including consideration of:
- Hints from analytics
- Consistency
- When to break the pattern
- Advanced techniques
In this lecture, we list the topics that will be covered in the sequel to this course, Email Marketing Part 2: Advanced Email Marketing Mastery.
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