{"id":4372,"date":"2020-05-06T01:25:57","date_gmt":"2020-05-05T23:25:57","guid":{"rendered":"https:\/\/artenio.net\/wp\/2020\/05\/06\/email-marketing-the-definitive-guide\/"},"modified":"2020-05-06T01:25:57","modified_gmt":"2020-05-05T23:25:57","slug":"email-marketing-the-definitive-guide","status":"publish","type":"post","link":"https:\/\/artenio.net\/wp\/2020\/05\/06\/email-marketing-the-definitive-guide\/","title":{"rendered":"Email Marketing: The Definitive Guide"},"content":{"rendered":"<p>This is the ultimate guide to email marketing.<\/p>\n<p>So if you want to:<\/p>\n<ul>\n<li>Build your email list<\/li>\n<li>Improve your open rates<\/li>\n<li>Write amazing newsletters<\/li>\n<li>Turn more subscribers into customers<\/li>\n<\/ul>\n<p>Then you\u2019ll love this new guide.<\/p>\n<p>Let\u2019s get started.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketing-the-definitive-guide.png%20851w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketing-the-definitive-guide-300x303.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketing-the-definitive-guide-150x150.png%20150w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketing-the-definitive-guide-768x776.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketing-the-definitive-guide-480x485.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketing-the-definitive-guide-640x647.png%20640w\" alt=\"Email Marketing: The Definitive Guide\" \/> <\/p>\n<p><h2>Contents<\/h2>\n<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/chapter-email-marketing-fundamentals.png\" alt=\"email-marketing-fundamentals\" width=\"214\" height=\"auto\" \/><\/p>\n<h6>Chapter 1<\/h6>\n<p>Email Marketing Fundamentals<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/chapter-how-to-build-your-email-list.png\" alt=\"how-to-build-your-email-list\" width=\"214\" height=\"auto\" \/><\/p>\n<h6>Chapter 2<\/h6>\n<p>How to Build Your Email List<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/chapter-email-campaign-templates.png\" alt=\"email-campaign-templates\" width=\"214\" height=\"auto\" \/><\/p>\n<h6>Chapter 3<\/h6>\n<p>Email Campaign Templates<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/chapter-how-to-get-super-high-open-rates.png\" alt=\"how-to-get-super-high-open-rates\" width=\"214\" height=\"auto\" \/><\/p>\n<h6>Chapter 4<\/h6>\n<p>How to Get Super High Open Rates<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/chapter-how-to-improve-email-deliverability.png\" alt=\"how-to-improve-email-deliverability\" width=\"214\" height=\"auto\" \/><\/p>\n<h6>Chapter 5<\/h6>\n<p>How to Improve Email Deliverability<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/chapter-popular-email-marketing-services.png\" alt=\"email-marketing-software\" width=\"214\" height=\"auto\" \/><\/p>\n<h6>Chapter 6<\/h6>\n<p>Email Marketing Software<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/chapter-marketing-automation-101.png\" alt=\"marketing-automation-101\" width=\"214\" height=\"auto\" \/><\/p>\n<h6>Chapter 7<\/h6>\n<p>Marketing Automation 101<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/chapters-advanced-email-marketing-strategies.png\" alt=\"advanced-email-marketing-strategies\" width=\"214\" height=\"auto\" \/><\/p>\n<h6>Bonus Chapter<\/h6>\n<p>Advanced Email Marketing Strategies<\/p>\n<p><h2>Chapter 1:Email Marketing Fundamentals<\/h2>\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketing-fundamentals.png%20850w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketing-fundamentals-300x205.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketing-fundamentals-768x524.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketing-fundamentals-480x328.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketing-fundamentals-640x437.png%20640w\" alt=\"Email Marketing Fundamentals\" \/><\/p>\n<p>In this chapter we\u2019re going to cover the basics of email marketing.<\/p>\n<p>(Including what it is, why it works and why it\u2019s still important)<\/p>\n<p>I\u2019ll also show you how you can use email marketing to grow your business.<\/p>\n<h2>What Is Email Marketing?<\/h2>\n<p>Email marketing is the digital marketing practice of communicating with leads and customers with email. Common email-based marketing messages include email newsletters, promotional campaigns and event announcements. Email marketing typically has a significantly higher ROI than many other marketing channels (like social media).<\/p>\n<p>The #1 thing that makes email marketing more effective than SEO and social media is that you have a direct line to your audience.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/06\/email-marketing-gives-you-a-direct-line-to-your-audience.png%201601w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/06\/email-marketing-gives-you-a-direct-line-to-your-audience-300x126.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/06\/email-marketing-gives-you-a-direct-line-to-your-audience-1280x538.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/06\/email-marketing-gives-you-a-direct-line-to-your-audience-768x323.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/06\/email-marketing-gives-you-a-direct-line-to-your-audience-1536x646.png%201536w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/06\/email-marketing-gives-you-a-direct-line-to-your-audience-480x202.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/06\/email-marketing-gives-you-a-direct-line-to-your-audience-640x269.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/06\/email-marketing-gives-you-a-direct-line-to-your-audience-960x404.png%20960w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/06\/email-marketing-gives-you-a-direct-line-to-your-audience-1440x605.png%201440w\" alt=\"Email marketing gives you a direct line to your audience\" \/><\/p>\n<p>But with new platforms like Tik Tok and LinkedIn Live on the rise, does old school email still work?<\/p>\n<p>Let\u2019s find out\u2026<\/p>\n<h2>Does Email Marketing Still Work?<\/h2>\n<p>I\u2019m not going to bore you with a million stats.<\/p>\n<p>Instead, I\u2019m going to quickly show you why email marketing still works GREAT.<\/p>\n<p>The average email subscriber is worth $37.66 (DMA).<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-average-value-of-an-email-subscriber.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-average-value-of-an-email-subscriber-300x193.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-average-value-of-an-email-subscriber-768x494.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-average-value-of-an-email-subscriber-480x309.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-average-value-of-an-email-subscriber-640x412.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-average-value-of-an-email-subscriber-960x618.png%20960w\" alt=\"The average value of an email subscriber\" \/><\/p>\n<p>Email marketing\u2019s ROI is 38:1 (Litmus).<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketings-roi-is-38-to-1.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketings-roi-is-38-to-1-300x141.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketings-roi-is-38-to-1-1280x603.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketings-roi-is-38-to-1-768x362.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketings-roi-is-38-to-1-480x226.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketings-roi-is-38-to-1-640x302.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-marketings-roi-is-38-to-1-960x453.png%20960w\" alt=\"Email marketing's ROI is 38:1\" \/><\/p>\n<p>This super high ROI is probably why 86% of marketers consider email \u201cimportant\u201d or \u201cvery important\u201d (DMA).<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/importance-of-email-marketing-to-organizations.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/importance-of-email-marketing-to-organizations-300x177.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/importance-of-email-marketing-to-organizations-1280x755.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/importance-of-email-marketing-to-organizations-768x453.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/importance-of-email-marketing-to-organizations-480x283.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/importance-of-email-marketing-to-organizations-640x378.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/importance-of-email-marketing-to-organizations-960x566.png%20960w\" alt=\"Importance of email marketing to organizations\" \/><\/p>\n<h2>Why Email Marketing Still Works<\/h2>\n<p>Why does email still work so well?<\/p>\n<p>#1: With Email, You Own The Distribution<\/p>\n<p>This is a big one.<\/p>\n<p>When a new subscriber signs up to your list, you have a direct line to that person\u2019s inbox.<\/p>\n<p>That\u2019s simply not the case with Facebook, Twitter, Instagram\u2026 or any other social media platform.<\/p>\n<p>In fact, a 2019 study found that Facebook organic engagement plummeted to less than 1% (RivalQ).<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/facebook-organic-engagement-was-less-than-1-percent-in-2019-1.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/facebook-organic-engagement-was-less-than-1-percent-in-2019-1-300x604.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/facebook-organic-engagement-was-less-than-1-percent-in-2019-1-768x1546.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/facebook-organic-engagement-was-less-than-1-percent-in-2019-1-763x1536.png%20763w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/facebook-organic-engagement-was-less-than-1-percent-in-2019-1-1018x2048.png%201018w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/facebook-organic-engagement-was-less-than-1-percent-in-2019-1-480x966.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/facebook-organic-engagement-was-less-than-1-percent-in-2019-1-640x1288.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/facebook-organic-engagement-was-less-than-1-percent-in-2019-1-960x1932.png%20960w\" alt=\"Facebook organic engagement was less than 1% in 2019\" \/><\/p>\n<p>Contrast that number to the engagement rate you get from email.<\/p>\n<p>The average newsletter open rate is 20.81%\u2026 20x higher than Facebook post engagement (MailChimp).<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-has-higher-engagement-rates-than-facebook.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-has-higher-engagement-rates-than-facebook-300x263.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-has-higher-engagement-rates-than-facebook-1280x1124.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-has-higher-engagement-rates-than-facebook-768x674.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-has-higher-engagement-rates-than-facebook-480x421.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-has-higher-engagement-rates-than-facebook-640x562.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-has-higher-engagement-rates-than-facebook-960x843.png%20960w\" alt=\"Email has higher engagement rates than Facebook\" \/><\/p>\n<p>#2: People WANT to To Get Marketing Messages via Email<\/p>\n<p>People don\u2019t go on social media to see ads.<\/p>\n<p>In fact, 45% of consumers report that social media ads are annoying (AdWeek).<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/high-numbers-of-consumers-find-social-media-ads-annoying.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/high-numbers-of-consumers-find-social-media-ads-annoying-300x141.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/high-numbers-of-consumers-find-social-media-ads-annoying-1280x602.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/high-numbers-of-consumers-find-social-media-ads-annoying-768x361.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/high-numbers-of-consumers-find-social-media-ads-annoying-480x226.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/high-numbers-of-consumers-find-social-media-ads-annoying-640x301.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/high-numbers-of-consumers-find-social-media-ads-annoying-960x451.png%20960w\" alt=\"High numbers of consumers find social media ads annoying\" \/><\/p>\n<p>On the other hand, people don\u2019t mind marketing messages in their inbox. In fact, they expect them.<\/p>\n<p>For example, one study found that 86% of consumers prefer to get email-based marketing messages over Facebook ads, TV commercials and display ads (HubSpot).<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-and-sponsored-ads-generate-the-most-neutral-response.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-and-sponsored-ads-generate-the-most-neutral-response-300x637.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-and-sponsored-ads-generate-the-most-neutral-response-768x1629.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-and-sponsored-ads-generate-the-most-neutral-response-724x1536.png%20724w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-and-sponsored-ads-generate-the-most-neutral-response-965x2048.png%20965w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-and-sponsored-ads-generate-the-most-neutral-response-480x1018.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-and-sponsored-ads-generate-the-most-neutral-response-640x1358.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-and-sponsored-ads-generate-the-most-neutral-response-960x2037.png%20960w\" alt=\"Email and sponsored ads generate the most neutral response\" \/><\/p>\n<p>#3: Email Converts REALLY Well<\/p>\n<p>Sure, email has a better reach than social. But does that translate into more sales?<\/p>\n<p>Yup!<\/p>\n<p>In fact, when it comes to turning browsers into buyers, nothing beats email.<\/p>\n<p>Email converts 40x more leads into customers than Facebook and Twitter combined (McKinsey).<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-converts-40-times-better-than-twitter-and-facebook.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-converts-40-times-better-than-twitter-and-facebook-300x342.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-converts-40-times-better-than-twitter-and-facebook-768x876.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-converts-40-times-better-than-twitter-and-facebook-480x547.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-converts-40-times-better-than-twitter-and-facebook-640x730.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-converts-40-times-better-than-twitter-and-facebook-960x1094.png%20960w\" alt=\"Email converts 40X better than Twitter and Facebook\" \/><\/p>\n<p>A third of people that subscribe to a retailer\u2019s newsletter end up making a purchase (eMarketer).<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/third-of-subscribers-to-retail-newsletters-make-a-purchase.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/third-of-subscribers-to-retail-newsletters-make-a-purchase-300x99.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/third-of-subscribers-to-retail-newsletters-make-a-purchase-1280x424.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/third-of-subscribers-to-retail-newsletters-make-a-purchase-768x255.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/third-of-subscribers-to-retail-newsletters-make-a-purchase-480x159.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/third-of-subscribers-to-retail-newsletters-make-a-purchase-640x212.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/third-of-subscribers-to-retail-newsletters-make-a-purchase-960x318.png%20960w\" alt=\"1\/3 of subscribers to retail newsletters make a purchase\" \/><\/p>\n<p>These stats are nice and all. But you\u2019re probably wondering:<\/p>\n<p>\u201cHow do I get started with email marketing?\u201d.<\/p>\n<p>Well, that\u2019s what our next chapter is all about\u2026<\/p>\n<h2>How to Get Started With Email Marketing<\/h2>\n<p>At a high level, here\u2019s what you\u2019ll need to get started with email marketing.<\/p>\n<ol>\n<li>Develop an email marketing strategy: figure out how email will fit into the rest of your online marketing.<\/li>\n<li>Sign up for email marketing software: this is how you\u2019ll send emails to your list.<\/li>\n<li>Build your email list: get more subscribers with ebooks, reports, lead magnets and webinars.<\/li>\n<li>Create an autoresponder: setup an autoresponder that automatically sends new subscribers helpful content.<\/li>\n<li>Track and improve: improve your email marketing based on open rates, click-through-rates, conversions, unsubscribes and feedback from subscribers.<\/li>\n<\/ol>\n<p><h2>Chapter 2:How to Build Your Email List<\/h2>\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-build-your-email-list.png%20850w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-build-your-email-list-300x253.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-build-your-email-list-768x647.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-build-your-email-list-480x404.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-build-your-email-list-640x539.png%20640w\" alt=\"How to Build Your Email List\" \/><\/p>\n<p>The first step of any email marketing campaign is to build your email list.<\/p>\n<p>In this chapter I\u2019m going to show you exactly how to build your email list using strategies that are working right now.<\/p>\n<p>In fact:<\/p>\n<p>These are the same exact list building techniques that I used to grow my email list to 144,648 total subscribers.<\/p>\n<p>Let\u2019s do this!<\/p>\n<h2>Optimize Your About Page for Conversions<\/h2>\n<p>If you\u2019re like most people, your about page is one of the most-visited pages on your website.<\/p>\n<p>Even better:<\/p>\n<p>The people that go to your about page usually like you.<\/p>\n<p>Which means they\u2019re PRIMED to subscribe.<\/p>\n<p>So I recommend putting at least one email sign up form on your about page.<\/p>\n<p>For example, my friend James Clear (who has over 500k subscribers) includes a form at the bottom of his about page.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/james-clear-form-e1558093232585.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/james-clear-form-e1558093232585-300x163.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/james-clear-form-e1558093232585-768x416.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/james-clear-form-e1558093232585-480x260.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/james-clear-form-e1558093232585-640x347.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/james-clear-form-e1558093232585-960x520.png%20960w\" alt=\"James Clear \u2013 Form\" \/><\/p>\n<p>My about page is on the long side\u2026 so I use two forms:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-about-forms-e1558093660423.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-about-forms-e1558093660423-300x431.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-about-forms-e1558093660423-768x1103.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-about-forms-e1558093660423-1070x1536.png%201070w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-about-forms-e1558093660423-480x689.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-about-forms-e1558093660423-640x919.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-about-forms-e1558093660423-960x1378.png%20960w\" alt=\"Backlinko About forms\" \/><\/p>\n<h2>Create Squeeze Pages<\/h2>\n<p>If you\u2019re serious about building your email list you NEED a squeeze page.<\/p>\n<p>(In other words: a page designed to convert visitors into email subscribers).<\/p>\n<p>Here\u2019s an example from my site:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-newsletter-page-1-e1558093713790.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-newsletter-page-1-e1558093713790-300x187.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-newsletter-page-1-e1558093713790-768x479.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-newsletter-page-1-e1558093713790-480x299.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-newsletter-page-1-e1558093713790-640x399.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-newsletter-page-1-e1558093713790-960x598.png%20960w\" alt=\"Backlinko \u2013 Newsletter page\" \/><\/p>\n<p>As you can see, this page doesn\u2019t give you many options. It\u2019s completely focused on the offer (signing up for my newsletter). Which is why it converts at 14%.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/newsletter-conversion-rate-e1558093752703.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/newsletter-conversion-rate-e1558093752703-300x93.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/newsletter-conversion-rate-e1558093752703-768x239.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/newsletter-conversion-rate-e1558093752703-480x149.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/newsletter-conversion-rate-e1558093752703-640x199.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/newsletter-conversion-rate-e1558093752703-960x299.png%20960w\" alt=\"Newsletter conversion rate\" \/><\/p>\n<p>If you want to take this to the next level, you can create different squeeze pages for different audiences.<\/p>\n<p>For example, HubSpot has 463 different squeeze pages. Each one offers a different lead magnet.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/squeeze-page-collage-e1558093780853.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/squeeze-page-collage-e1558093780853-300x185.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/squeeze-page-collage-e1558093780853-768x472.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/squeeze-page-collage-e1558093780853-480x295.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/squeeze-page-collage-e1558093780853-640x394.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/squeeze-page-collage-e1558093780853-960x590.png%20960w\" alt=\"Squeeze page collage\" \/><\/p>\n<p>Speaking of lead magnets\u2026<\/p>\n<h2>Create Compelling Lead Magnets<\/h2>\n<p>Lead Magnets are the lifeblood of any list building campaign.<\/p>\n<p>Why?<\/p>\n<p>It\u2019s REALLY hard to get someone to sign up for a \u201cnewsletter\u201d or \u201c21-day email course\u201d. Instead, you need to offer people something they can use right away.<\/p>\n<p>I\u2019m talking about:<\/p>\n<ul>\n<li>Checklists<\/li>\n<li>Ebooks<\/li>\n<li>Swipe files<\/li>\n<li>Case studies<\/li>\n<li>Templates<\/li>\n<li>Videos<\/li>\n<\/ul>\n<p>In other words:<\/p>\n<p>The more valuable your lead magnet, the more signups you\u2019ll get.<\/p>\n<p>For example, 100 Days of Real Food offers up a full meal plan as a lead magnet:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/5-real-meals-e1558093816257.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/5-real-meals-e1558093816257-300x150.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/5-real-meals-e1558093816257-768x384.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/5-real-meals-e1558093816257-480x240.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/5-real-meals-e1558093816257-640x320.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/5-real-meals-e1558093816257-960x480.png%20960w\" alt=\"5 real meals\" \/><\/p>\n<h2>Optimize Your Blog\u2019s Homepage for Email Signups<\/h2>\n<p>Most blog homepages look something like this:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/normal-blog-homepage-design.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/normal-blog-homepage-design-300x257.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/normal-blog-homepage-design-1280x1098.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/normal-blog-homepage-design-768x659.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/normal-blog-homepage-design-480x412.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/normal-blog-homepage-design-640x549.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/normal-blog-homepage-design-960x824.png%20960w\" alt=\"Normal blog homepage design\" \/><\/p>\n<p>A list of their latest blog posts.<\/p>\n<p>And hey, there\u2019s nothing wrong with a blog post feed.<\/p>\n<p>But if you want people to subscribe to your email list, you need to put your offer front and center.<\/p>\n<p>In other words:<\/p>\n<p>Design your blog\u2019s homepage to convert readers into subscribers.<\/p>\n<p>For example, my old homepage was your typical blog feed.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-old-blog-e1558093847355.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-old-blog-e1558093847355-300x464.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-old-blog-e1558093847355-768x1188.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-old-blog-e1558093847355-993x1536.png%20993w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-old-blog-e1558093847355-480x742.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-old-blog-e1558093847355-640x990.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-old-blog-e1558093847355-960x1485.png%20960w\" alt=\"Backlinko \u2013 Old blog\" \/><\/p>\n<p>And it converted HORRIBLY.<\/p>\n<p>That\u2019s when I realized that most of the big sites (like Pinterest, Twitter and Facebook) don\u2019t feature content on their homepages.<\/p>\n<p>Instead, their homepages are optimized for signups.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pinterest-login-e1558093888894.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pinterest-login-e1558093888894-300x203.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pinterest-login-e1558093888894-768x521.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pinterest-login-e1558093888894-480x325.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pinterest-login-e1558093888894-640x434.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pinterest-login-e1558093888894-960x651.png%20960w\" alt=\"Pinterest \u2013 Login\" \/><\/p>\n<p>So I decided to try the same thing.<\/p>\n<p>The result? This new homepage.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-current-homepage-e1558093922328.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-current-homepage-e1558093922328-300x175.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-current-homepage-e1558093922328-768x448.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-current-homepage-e1558093922328-480x280.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-current-homepage-e1558093922328-640x373.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-current-homepage-e1558093922328-960x560.png%20960w\" alt=\"Backlinko \u2013 Current homepage\" \/><\/p>\n<p>My old blog feed homepage converted at 4.6%. The new one? 9.01%.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/old-vs-new-homepage-conversion.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/old-vs-new-homepage-conversion-300x123.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/old-vs-new-homepage-conversion-1280x527.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/old-vs-new-homepage-conversion-768x316.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/old-vs-new-homepage-conversion-480x197.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/old-vs-new-homepage-conversion-640x263.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/old-vs-new-homepage-conversion-960x395.png%20960w\" alt=\"Old .vs New homepage conversion\" \/><\/p>\n<p>95% better than my old homepage.<\/p>\n<p>Legit.<\/p>\n<h2>Exit-Intent Popups<\/h2>\n<p>I\u2019ll be the first to admit it:<\/p>\n<p>I HATE popups.<\/p>\n<p>In fact, I hate them so much that I swore I\u2019d stop using them.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/linkedin-popups-comment-e1558093950981.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/linkedin-popups-comment-e1558093950981-300x299.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/linkedin-popups-comment-e1558093950981-150x150.png%20150w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/linkedin-popups-comment-e1558093950981-768x764.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/linkedin-popups-comment-e1558093950981-480x478.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/linkedin-popups-comment-e1558093950981-640x637.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/linkedin-popups-comment-e1558093950981-960x955.png%20960w\" alt=\"LinkedIn \u2013 Popups comment\" \/><\/p>\n<p>Then one day I realized something:<\/p>\n<p>Not all popups are created equal.<\/p>\n<p>In other words, there\u2019s a BIG difference between a popup that attacks you the second you land on the page\u2026<\/p>\n<p>\u2026 and one that offers something of value as you leave.<\/p>\n<p>So about 6 months ago I decided to try popups again.<\/p>\n<p>This time, I\u2019d ONLY use exit-intent popups. And I\u2019d ONLY offer super valuable stuff.<\/p>\n<p>That way, I\u2019m not annoying people with crap nobody wants, like this:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/annoying-popup.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/annoying-popup-300x220.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/annoying-popup-1280x938.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/annoying-popup-768x563.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/annoying-popup-480x352.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/annoying-popup-640x469.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/annoying-popup-960x704.png%20960w\" alt=\"Annoying popup\" \/><\/p>\n<p>Here\u2019s the popup my team came up with:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/youtube-toolkit-popup-e1558093982398.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/youtube-toolkit-popup-e1558093982398-300x159.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/youtube-toolkit-popup-e1558093982398-768x406.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/youtube-toolkit-popup-e1558093982398-480x254.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/youtube-toolkit-popup-e1558093982398-640x338.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/youtube-toolkit-popup-e1558093982398-960x508.png%20960w\" alt=\"YouTube Toolkit popup\" \/><\/p>\n<p>Not only does it offer something cool, but this popup only appears if you\u2019re leaving the site anyway.<\/p>\n<p>\u00a0<\/p>\n<p>That way, you\u2019re not distracted from the content on the page.<\/p>\n<p>So, how did the new popup do?<\/p>\n<p>Before the popup my site\u2019s overall conversion rate was 3.55%. After the exit-intent popup it shot up to 6.14% (a 72.9% increase).<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/conversion-rate-before-and-after-using-exit-intent-popup.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/conversion-rate-before-and-after-using-exit-intent-popup-300x338.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/conversion-rate-before-and-after-using-exit-intent-popup-1280x1443.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/conversion-rate-before-and-after-using-exit-intent-popup-768x866.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/conversion-rate-before-and-after-using-exit-intent-popup-1363x1536.png%201363w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/conversion-rate-before-and-after-using-exit-intent-popup-480x541.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/conversion-rate-before-and-after-using-exit-intent-popup-640x721.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/conversion-rate-before-and-after-using-exit-intent-popup-960x1082.png%20960w\" alt=\"Conversion rate before and after using exit intent popup\" \/><\/p>\n<p>Very cool.<\/p>\n<h2>Use Content Upgrades<\/h2>\n<p>Content Upgrades are one of my all-time favorite list building strategies.<\/p>\n<p>In fact, a single Content Upgrade boosted conversions on one of my blog posts by 755.2%.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/goal-conversion-rate-e1558094023523.png%201199w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/goal-conversion-rate-e1558094023523-300x110.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/goal-conversion-rate-e1558094023523-768x281.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/goal-conversion-rate-e1558094023523-480x175.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/goal-conversion-rate-e1558094023523-640x234.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/goal-conversion-rate-e1558094023523-960x351.png%20960w\" alt=\"Goal conversion rate\" \/><\/p>\n<p>Here\u2019s the exact process:<\/p>\n<p>First, log in to Google Analytics. And find a blog post on your site that gets a ton of traffic.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/analytics-page-list-e1560188479995.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/analytics-page-list-e1560188479995-300x182.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/analytics-page-list-e1560188479995-1280x778.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/analytics-page-list-e1560188479995-768x467.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/analytics-page-list-e1560188479995-480x292.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/analytics-page-list-e1560188479995-640x389.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/analytics-page-list-e1560188479995-960x584.png%20960w\" alt=\"Analytics \u2013 Page list\" \/><\/p>\n<p>Next, figure out what someone reading that specific article would want.<\/p>\n<p>For example, this guide gets 8,578 visitors every month:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/keyword-research-post-sessions-e1558094087706.png%201202w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/keyword-research-post-sessions-e1558094087706-300x62.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/keyword-research-post-sessions-e1558094087706-768x159.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/keyword-research-post-sessions-e1558094087706-480x99.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/keyword-research-post-sessions-e1558094087706-640x133.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/keyword-research-post-sessions-e1558094087706-960x199.png%20960w\" alt=\"Keyword Research post \u2013 Sessions\" \/><\/p>\n<p>The problem is: it\u2019s 4,623 words. That\u2019s WAY too long for most people to read in one sitting.<\/p>\n<p>Which is probably why lots of people asked me for a PDF version.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pdf-request-e1558094133615.png%201199w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pdf-request-e1558094133615-300x196.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pdf-request-e1558094133615-768x503.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pdf-request-e1558094133615-480x314.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pdf-request-e1558094133615-640x419.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pdf-request-e1558094133615-960x629.png%20960w\" alt=\"PDF request\" \/><\/p>\n<p>So I decided that a PDF version of my guide would make a great Content Upgrade.<\/p>\n<p>Finally, feature your Content Upgrade in your post.<\/p>\n<p>You can offer it at the top of the page:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pdf-cta-e1558094194650.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pdf-cta-e1558094194650-300x169.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pdf-cta-e1558094194650-768x431.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pdf-cta-e1558094194650-480x270.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pdf-cta-e1558094194650-640x359.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/pdf-cta-e1558094194650-960x539.png%20960w\" alt=\"PDF CTA\" \/><\/p>\n<p>At the bottom of your page:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/what-to-do-next-e1558094222638.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/what-to-do-next-e1558094222638-300x418.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/what-to-do-next-e1558094222638-768x1070.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/what-to-do-next-e1558094222638-1102x1536.png%201102w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/what-to-do-next-e1558094222638-480x669.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/what-to-do-next-e1558094222638-640x892.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/what-to-do-next-e1558094222638-960x1338.png%20960w\" alt=\"What to do next\" \/><\/p>\n<p>Or both.<\/p>\n<p>That\u2019s all there is to it.<\/p>\n<p><h2>Chapter 3:Email Campaign Templates<\/h2>\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-campaign-templates.png%20851w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-campaign-templates-300x289.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-campaign-templates-768x740.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-campaign-templates-480x463.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-campaign-templates-640x617.png%20640w\" alt=\"Email Campaign Templates\" \/><\/p>\n<p>Now it\u2019s time to show you how to create emails that get opened and clicked.<\/p>\n<p>Specifically, I\u2019m going to share four proven email templates.<\/p>\n<p>These templates are specifically designed to help you crank out super valuable email content that your subscribers will love.<\/p>\n<p>So if you\u2019re ready to start sending emails that people WANT to read, this chapter is for you.<\/p>\n<h2>The Content Newsletter<\/h2>\n<p>The Content Newsletter is a newsletter that provides 100% pure value.<\/p>\n<p>The value can be in the form of a handful of tips. Or links to helpful resources. Or a personal story.<\/p>\n<p>The exact type of value doesn\u2019t really matter. As long as you don\u2019t pitch anything, you\u2019re good.<\/p>\n<p>In fact, pure value newsletters are so rare that your subscribers will LOVE you for them.<\/p>\n<p>For example, I sent out this Content Newsletter a while back:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/how-to-create-content-email-e1558094254615.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/how-to-create-content-email-e1558094254615-300x342.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/how-to-create-content-email-e1558094254615-768x875.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/how-to-create-content-email-e1558094254615-480x547.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/how-to-create-content-email-e1558094254615-640x729.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/how-to-create-content-email-e1558094254615-960x1094.png%20960w\" alt=\"How to create content \u2013 Email\" \/><\/p>\n<p>(A handful of copywriting tips)<\/p>\n<p>And dozens of people replied to my email to thank me.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-collage-e1560188569600.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-collage-e1560188569600-300x173.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-collage-e1560188569600-1280x740.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-collage-e1560188569600-768x444.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-collage-e1560188569600-480x277.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-collage-e1560188569600-640x370.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-collage-e1560188569600-960x555.png%20960w\" alt=\"Email collage\" \/><\/p>\n<p>With that, here\u2019s the template:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-content-newsletter.png%201500w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-content-newsletter-300x338.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-content-newsletter-1280x1440.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-content-newsletter-768x864.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-content-newsletter-1365x1536.png%201365w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-content-newsletter-480x540.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-content-newsletter-640x720.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-content-newsletter-960x1080.png%20960w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-content-newsletter-1440x1620.png%201440w\" alt=\"The Content Newsletter\" \/><\/p>\n<p>Intriguing Subject Line<\/p>\n<p>Use a subject line that will make someone curious about what\u2019s inside your message.<\/p>\n<p>For example, I used the subject line \u201cHow I Got 45.5% More Traffic (In 7 Days)\u201d for one of my Content Newsletters. And that email got a 32.3% open rate.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/how-i-got-traffic-subject-line-e1558094810917.png%201199w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/how-i-got-traffic-subject-line-e1558094810917-300x149.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/how-i-got-traffic-subject-line-e1558094810917-768x382.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/how-i-got-traffic-subject-line-e1558094810917-480x239.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/how-i-got-traffic-subject-line-e1558094810917-640x318.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/how-i-got-traffic-subject-line-e1558094810917-960x477.png%20960w\" alt=\"How I got traffic \u2013 Subject line\" \/><\/p>\n<p>Bold Opening<\/p>\n<p>Start your newsletter off with something SUPER compelling.<\/p>\n<p>That way, you hook your reader right off the bat.<\/p>\n<p>Personally, I like to kick things off with a mini story.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-personal-story-email-e1558094843173.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-personal-story-email-e1558094843173-300x245.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-personal-story-email-e1558094843173-768x627.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-personal-story-email-e1558094843173-480x392.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-personal-story-email-e1558094843173-640x523.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-personal-story-email-e1558094843173-960x784.png%20960w\" alt=\"Backlinko \u2013 Personal story email\" \/><\/p>\n<p>But you can also use a straightforward intro that previews what\u2019s coming next.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-straightforward-intro-e1558094879191.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-straightforward-intro-e1558094879191-300x230.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-straightforward-intro-e1558094879191-768x589.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-straightforward-intro-e1558094879191-480x368.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-straightforward-intro-e1558094879191-640x491.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-straightforward-intro-e1558094879191-960x737.png%20960w\" alt=\"Backlinko email \u2013 Straightforward intro\" \/><\/p>\n<p>Either way works.<\/p>\n<p>Valuable Content<\/p>\n<p>Now it\u2019s time to deliver the goods.<\/p>\n<p>If you\u2019re not sure what to write here, I recommend going with a list of 3-5 actionable tips that people can use that day.<\/p>\n<p>Otherwise, you can teach your subscribers an important lesson in the form of a story.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-story-e1558094913751.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-story-e1558094913751-300x344.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-story-e1558094913751-768x881.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-story-e1558094913751-480x550.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-story-e1558094913751-640x734.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-story-e1558094913751-960x1101.png%20960w\" alt=\"Backlinko email \u2013 Story\" \/><\/p>\n<p>Or curate links to content that will help your reader achieve a specific outcome, like this newsletter from Ramit Sethi.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-links-e1558094955806.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-links-e1558094955806-300x241.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-links-e1558094955806-768x616.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-links-e1558094955806-480x385.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-links-e1558094955806-640x513.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-links-e1558094955806-960x770.png%20960w\" alt=\"Email links\" \/><\/p>\n<p>CTA<\/p>\n<p>Nope, you\u2019re not pitching anything in your Content Newsletter.<\/p>\n<p>But that doesn\u2019t mean you should skip your call-to-action.<\/p>\n<p>So:<\/p>\n<p>How can you use a CTA if your email is 100% value?<\/p>\n<p>Well, when I send out a story to subscribers, I use a CTA that asks people to reply with their opinion or take.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/end-with-a-cta-e1558096091529.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/end-with-a-cta-e1558096091529-300x277.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/end-with-a-cta-e1558096091529-768x710.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/end-with-a-cta-e1558096091529-480x444.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/end-with-a-cta-e1558096091529-640x591.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/end-with-a-cta-e1558096091529-960x887.png%20960w\" alt=\"End with a CTA\" \/><\/p>\n<p>Or let\u2019s say you just sent out a list of links to Paleo breakfast recipes.<\/p>\n<p>Your CTA could be to try one of the recipes this week.<\/p>\n<p>The type of CTA you go with isn\u2019t that important.<\/p>\n<p>The important thing is to always include a CTA in your newsletters.<\/p>\n<p>That way, when you DO pitch something, your subscribers aren\u2019t caught off guard.<\/p>\n<h2>The Marketing Offer<\/h2>\n<p>The Marketing offer is just like it sounds:<\/p>\n<p>It\u2019s an email that pushes your subscribers to make a purchase.<\/p>\n<p>(Usually in the form of a limited-time sale).<\/p>\n<p>Here\u2019s the template to follow:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-marketing-offer.png%201500w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-marketing-offer-300x335.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-marketing-offer-1280x1428.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-marketing-offer-768x857.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-marketing-offer-1377x1536.png%201377w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-marketing-offer-480x535.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-marketing-offer-640x714.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-marketing-offer-960x1071.png%20960w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-marketing-offer-1440x1606.png%201440w\" alt=\"The Marketing Offer\" \/><\/p>\n<p>Straightforward Subject Line<\/p>\n<p>No need to be super creative.<\/p>\n<p>Instead, just let people know about your offer.<\/p>\n<p>Here\u2019s an example from Red Dress Boutique.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/red-dress-subject-line-e1558094995564.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/red-dress-subject-line-e1558094995564-300x202.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/red-dress-subject-line-e1558094995564-768x516.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/red-dress-subject-line-e1558094995564-480x322.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/red-dress-subject-line-e1558094995564-640x430.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/red-dress-subject-line-e1558094995564-960x645.png%20960w\" alt=\"Red Dress \u2013 Subject line\" \/><\/p>\n<p>The Offer<\/p>\n<p>Start your email off with a line or two that describes your offer.<\/p>\n<p>You don\u2019t want to get cute here. Just outline what your offer is and why it\u2019s worth paying attention to.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-intro-offer-e1558095039500.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-intro-offer-e1558095039500-300x168.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-intro-offer-e1558095039500-768x431.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-intro-offer-e1558095039500-480x269.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-intro-offer-e1558095039500-640x359.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-intro-offer-e1558095039500-960x538.png%20960w\" alt=\"Email intro \u2013 Offer\" \/><\/p>\n<p>The Details<\/p>\n<p>So you just outlined your offer. Now it\u2019s time to get into the nitty-gritty.<\/p>\n<p>Here\u2019s where you outline a few key details about your offer, like:<\/p>\n<ul>\n<li>Start and end dates<\/li>\n<li>Key benefits<\/li>\n<li>Story behind the promo<\/li>\n<li>Any conditions or limitations<\/li>\n<\/ul>\n<p>Here\u2019s a real-life example:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/baby-letto-offer.png%20860w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/baby-letto-offer-300x260.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/baby-letto-offer-768x666.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/baby-letto-offer-480x416.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/baby-letto-offer-640x555.png%20640w\" alt=\"Babyletto \u2013 Offer\" \/><\/p>\n<p>One thing to keep in mind here is that you don\u2019t want to overwhelm people with details.<\/p>\n<p>Remember: it\u2019s impossible to close the deal inside of your email. After all, they have to actually go to your site to buy. So let your landing page do most of the selling.<\/p>\n<p>In short: the goal of this section is to get people to learn about your offer and visit your website.<\/p>\n<p>The CTA<\/p>\n<p>Nothing fancy here. Just a strong CTA that lets people know exactly what to do next.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/shop-now-cta.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/shop-now-cta-300x219.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/shop-now-cta-480x351.png%20480w\" alt=\"Shop now \u2013 CTA\" \/><\/p>\n<p>The PS<\/p>\n<p>A PS is an underrated little tactic that can easily double your conversion rate.<\/p>\n<p>Why?<\/p>\n<p>Because lots of people will skim your message\u2026 but stop and read your PS word-for-word.<\/p>\n<p>That\u2019s why I recommend using a PS in almost all Marketing Offer emails. All you need to do here is summarize your offer and include another call-to-action.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/ps-cta-e1558095140508.png%201198w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/ps-cta-e1558095140508-300x91.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/ps-cta-e1558095140508-768x233.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/ps-cta-e1558095140508-480x145.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/ps-cta-e1558095140508-640x194.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/ps-cta-e1558095140508-960x291.png%20960w\" \/><\/p>\n<h2>The Announcement<\/h2>\n<p>With \u201cThe Announcement\u201d email you\u2019re not pitching a \u201c10% Off Sale\u201d. That type of thing works best with The Marketing Offer template I just showed you.<\/p>\n<p>Instead, you want to save this template for BIG announcements, like:<\/p>\n<ul>\n<li>Brand new product or service<\/li>\n<li>Live event<\/li>\n<li>New version of a popular product<\/li>\n<li>Limited-time product release<\/li>\n<li>Important features added to an existing product<\/li>\n<\/ul>\n<p>Here\u2019s the template:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-announcement.png%201500w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-announcement-300x297.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-announcement-1280x1265.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-announcement-768x759.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-announcement-480x475.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-announcement-640x633.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-announcement-960x949.png%20960w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-announcement-1440x1424.png%201440w\" alt=\"The Announcement\" \/><\/p>\n<p>Subject Line=\u201dIntroducing\u201d or \u201cAnnouncing\u201d<\/p>\n<p>You want to make it clear that your announcement is a big deal.<\/p>\n<p>After all, you\u2019ll probably only send one or two Announcement emails per year.<\/p>\n<p>So don\u2019t be afraid to use terms like \u201cIntroducing\u201d or \u201cFor the first time\u201d in your subject line.<\/p>\n<p>For example, here\u2019s the subject line I used when I launched a new version of my flagship course:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-that-works-email-subject-e1558095196729.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-that-works-email-subject-e1558095196729-300x160.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-that-works-email-subject-e1558095196729-768x410.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-that-works-email-subject-e1558095196729-480x256.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-that-works-email-subject-e1558095196729-640x342.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-that-works-email-subject-e1558095196729-960x512.png%20960w\" alt=\"SEO That Works email \u2013 Subject\" \/><\/p>\n<p>Compelling Lead<\/p>\n<p>You have a few different options here.<\/p>\n<p>You can jump right into your product announcement:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-that-works-email-intro-e1558095240428.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-that-works-email-intro-e1558095240428-300x88.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-that-works-email-intro-e1558095240428-768x226.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-that-works-email-intro-e1558095240428-480x141.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-that-works-email-intro-e1558095240428-640x189.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-that-works-email-intro-e1558095240428-960x283.png%20960w\" alt=\"SEO That Works email \u2013 Intro\" \/><\/p>\n<p>Or you can build up a little bit of anticipation, like Marie Forleo does here:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/marie-forleo-email-build-anticipation-e1560188633529.png%201401w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/marie-forleo-email-build-anticipation-e1560188633529-300x117.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/marie-forleo-email-build-anticipation-e1560188633529-1280x501.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/marie-forleo-email-build-anticipation-e1560188633529-768x300.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/marie-forleo-email-build-anticipation-e1560188633529-480x188.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/marie-forleo-email-build-anticipation-e1560188633529-640x250.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/marie-forleo-email-build-anticipation-e1560188633529-960x376.png%20960w\" alt=\"Marie Forleo email \u2013 Build anticipation\" \/><\/p>\n<p>The Big Reveal<\/p>\n<p>Now it\u2019s time to outline what exactly you\u2019re announcing and why it\u2019s important.<\/p>\n<p>For example, in this announcement email BuzzSumo quickly outlines what makes their new feature unique.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/buzzsumo-offer-outline-e1558095357488.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/buzzsumo-offer-outline-e1558095357488-300x275.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/buzzsumo-offer-outline-e1558095357488-768x703.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/buzzsumo-offer-outline-e1558095357488-480x439.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/buzzsumo-offer-outline-e1558095357488-640x586.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/buzzsumo-offer-outline-e1558095357488-960x878.png%20960w\" alt=\"BuzzSumo \u2013 Offer outline\" \/><\/p>\n<p>Clear CTA<\/p>\n<p>Now that your reader is pumped about your announcement, let them know the next step.<\/p>\n<p>If it\u2019s a product, your CTA should tell people to head over to your sales page and sign up.<\/p>\n<p>If it\u2019s a new service, you might ask people to fill out a form.<\/p>\n<p>Either way, let your subscriber know EXACTLY what to do next.<\/p>\n<h2>The Blog Post Newsletter<\/h2>\n<p>When it comes to content promotion, email is king.<\/p>\n<p>For example, I published this post earlier this year.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-page-e1558095389461.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-page-e1558095389461-300x263.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-page-e1558095389461-768x672.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-page-e1558095389461-480x420.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-page-e1558095389461-640x560.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-page-e1558095389461-960x840.png%20960w\" alt=\"SEO Strategy page\" \/><\/p>\n<p>And to get the word out, I sent a newsletter out to my email list:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-email-e1558095417634.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-email-e1558095417634-300x192.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-email-e1558095417634-768x490.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-email-e1558095417634-480x307.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-email-e1558095417634-640x409.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-email-e1558095417634-960x613.png%20960w\" alt=\"SEO Strategy \u2013 Email\" \/><\/p>\n<p>I also posted a Tweet.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-announcement-tweet-e1558095458779.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-announcement-tweet-e1558095458779-300x390.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-announcement-tweet-e1558095458779-768x998.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-announcement-tweet-e1558095458779-1182x1536.png%201182w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-announcement-tweet-e1558095458779-480x624.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-announcement-tweet-e1558095458779-640x832.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/seo-strategy-announcement-tweet-e1558095458779-960x1248.png%20960w\" alt=\"SEO Strategy \u2013 Announcement tweet\" \/><\/p>\n<p>The Tweet got 962 clicks. And the newsletter got 15,744 clicks.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/blog-post-newsletter-vs-tweet.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/blog-post-newsletter-vs-tweet-300x146.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/blog-post-newsletter-vs-tweet-1280x624.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/blog-post-newsletter-vs-tweet-768x374.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/blog-post-newsletter-vs-tweet-480x234.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/blog-post-newsletter-vs-tweet-640x312.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/blog-post-newsletter-vs-tweet-960x468.png%20960w\" alt=\"Blog Post Newsletter .vs. Tweet\" \/><\/p>\n<p>That\u2019s 16x more clicks.<\/p>\n<p>With that, here\u2019s the template I recommend:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-blog-post-newsletter.png%201500w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-blog-post-newsletter-300x291.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-blog-post-newsletter-1280x1243.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-blog-post-newsletter-768x746.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-blog-post-newsletter-480x466.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-blog-post-newsletter-640x622.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-blog-post-newsletter-960x932.png%20960w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/the-blog-post-newsletter-1440x1399.png%201440w\" alt=\"The Blog Post Newsletter\" \/><\/p>\n<p>Subject Line=Blog Post Topic<\/p>\n<p>I\u2019ve tested dozens of subject line templates over the last six years.<\/p>\n<p>And when it comes to promoting blog content, I\u2019ve found that your blog post topic itself works GREAT.<\/p>\n<p>For example, when I launched this guide to mobile SEO, I went with the subject line: \u201cMobile SEO\u201d.<\/p>\n<p>And that dead simple subject line led to a 44.6% open rate.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mobile-seo-open-rate-e1558095491959.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mobile-seo-open-rate-e1558095491959-300x229.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mobile-seo-open-rate-e1558095491959-768x587.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mobile-seo-open-rate-e1558095491959-480x367.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mobile-seo-open-rate-e1558095491959-640x489.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mobile-seo-open-rate-e1558095491959-960x734.png%20960w\" alt=\"Mobile SEO \u2013 Open rate\" \/><\/p>\n<p>The Lead<\/p>\n<p>The type of lead you use depends a lot on your blog post\u2019s topic.<\/p>\n<p>For example, if the topic is something personal, include an anecdote:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/growth-lab-email-personal-anecdote-e1558095528945.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/growth-lab-email-personal-anecdote-e1558095528945-300x163.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/growth-lab-email-personal-anecdote-e1558095528945-768x416.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/growth-lab-email-personal-anecdote-e1558095528945-480x260.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/growth-lab-email-personal-anecdote-e1558095528945-640x347.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/growth-lab-email-personal-anecdote-e1558095528945-960x520.png%20960w\" alt=\"GrowthLab email \u2013 Personal anecdote\" \/><\/p>\n<p>If it\u2019s newsworthy, you want to write something like: \u201cAs you might have heard, a new study found\u2026\u201d.<\/p>\n<p>Or you can just let people know that you published something new:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-announcing-something-new-e1558095553368.png%201199w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-announcing-something-new-e1558095553368-300x136.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-announcing-something-new-e1558095553368-768x349.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-announcing-something-new-e1558095553368-480x218.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-announcing-something-new-e1558095553368-640x291.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/email-announcing-something-new-e1558095553368-960x436.png%20960w\" alt=\"Email announcing something new\" \/><\/p>\n<p>Bulleted List<\/p>\n<p>Next, list 3-4 things that someone will learn from your post.<\/p>\n<p>Don\u2019t give away the farm here. Instead, you want to build up excitement for your new content.<\/p>\n<p>Here\u2019s an example from one of my newsletters:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mobile-seo-email-e1558095579610.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mobile-seo-email-e1558095579610-300x245.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mobile-seo-email-e1558095579610-768x627.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mobile-seo-email-e1558095579610-480x392.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mobile-seo-email-e1558095579610-640x522.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mobile-seo-email-e1558095579610-960x783.png%20960w\" alt=\"Mobile SEO \u2013 Email\" \/><\/p>\n<p>Link To The Post<\/p>\n<p>Finally, add a link to your post.<\/p>\n<p>This can be a normal link:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/text-link-to-post-e1558095616456.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/text-link-to-post-e1558095616456-300x98.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/text-link-to-post-e1558095616456-768x252.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/text-link-to-post-e1558095616456-480x157.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/text-link-to-post-e1558095616456-640x210.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/text-link-to-post-e1558095616456-960x314.png%20960w\" alt=\"Text link to post\" \/><\/p>\n<p>Or a big ol\u2019 button:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/blue-cta-e1558095652747.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/blue-cta-e1558095652747-300x179.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/blue-cta-e1558095652747-768x457.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/blue-cta-e1558095652747-480x286.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/blue-cta-e1558095652747-640x381.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/blue-cta-e1558095652747-960x571.png%20960w\" alt=\"Blue CTA\" \/><\/p>\n<p><h2>Chapter 4:How to Get Super High Open Rates<\/h2>\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-get-super-high-open-rates.png%20851w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-get-super-high-open-rates-300x226.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-get-super-high-open-rates-768x578.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-get-super-high-open-rates-480x361.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-get-super-high-open-rates-640x481.png%20640w\" alt=\"How to Get Super High Open Rates\" \/><\/p>\n<p>Now it\u2019s time for me to show you how to get SUPER high open rates.<\/p>\n<p>In fact, I consistently get 35%+ open rates on newsletters that go out to 100k+ subscribers.<\/p>\n<p>(Which is double the industry average for a list that size)<\/p>\n<p>Let\u2019s get right into the strategies.<\/p>\n<h2>Optimize Your Send Time<\/h2>\n<p>You want to send emails\u2026<\/p>\n<ul>\n<li>When people are awake<\/li>\n<li>When people\u2019s inboxes aren\u2019t crowded<\/li>\n<\/ul>\n<p>That\u2019s why I DON\u2019T recommend scheduling newsletters for first thing in the morning.<\/p>\n<p>Otherwise, your message gets buried in someone\u2019s crowded inbox.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/don%E2%80%99t-schedule-newsletters-for-first-thing-in-the-morning.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/don%E2%80%99t-schedule-newsletters-for-first-thing-in-the-morning-300x283.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/don%E2%80%99t-schedule-newsletters-for-first-thing-in-the-morning-1280x1206.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/don%E2%80%99t-schedule-newsletters-for-first-thing-in-the-morning-768x724.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/don%E2%80%99t-schedule-newsletters-for-first-thing-in-the-morning-480x452.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/don%E2%80%99t-schedule-newsletters-for-first-thing-in-the-morning-640x603.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/don%E2%80%99t-schedule-newsletters-for-first-thing-in-the-morning-960x904.png%20960w\" alt=\"Don't schedule newsletters for first thing in the morning\" \/><\/p>\n<p>Instead, send your emails out when your subscribers\u2019 inboxes are empty. This is usually late morning or early afternoon.<\/p>\n<p>That way, your newsletter will pop up at the top of their inbox.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/send-newsletters-when-your-subscribers-inboxes-are-empty.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/send-newsletters-when-your-subscribers-inboxes-are-empty-300x283.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/send-newsletters-when-your-subscribers-inboxes-are-empty-1280x1206.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/send-newsletters-when-your-subscribers-inboxes-are-empty-768x724.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/send-newsletters-when-your-subscribers-inboxes-are-empty-480x452.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/send-newsletters-when-your-subscribers-inboxes-are-empty-640x603.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/send-newsletters-when-your-subscribers-inboxes-are-empty-960x904.png%20960w\" alt=\"Send newsletters when your subscribers' inboxes are empty\" \/><\/p>\n<p>That said:<\/p>\n<p>There\u2019s no \u201cbest time to send an email\u201d that works for everyone.<\/p>\n<p>You need to test different send times to see which times get the highest open rates for you.<\/p>\n<p>For example, after testing a dozen different send times, I found that 11am Eastern works best for our subscribers.<\/p>\n<p>11am Eastern is perfect because people on the east coast and in Europe are at work. And by 11am they\u2019ve already cleared out their morning inboxes.<\/p>\n<p>That said, Backlinko is B2B.<\/p>\n<p>If you\u2019re in B2C, it might not make sense to send to people\u2019s personal inboxes while they\u2019re at work.<\/p>\n<p>Again, it\u2019s different for every business.<\/p>\n<p>That\u2019s why I recommend testing a bunch of different times to find the best one for you.<\/p>\n<h2>Send People a GREAT Welcome Email<\/h2>\n<p>Most welcome emails look something like this:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/generic-welcome-email.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/generic-welcome-email-300x198.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/generic-welcome-email-1280x846.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/generic-welcome-email-768x507.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/generic-welcome-email-480x317.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/generic-welcome-email-640x423.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/generic-welcome-email-960x634.png%20960w\" alt=\"Generic Welcome email\" \/><\/p>\n<p>As my Mom told me: \u201cyou don\u2019t get a second chance to make a first impression\u201d.<\/p>\n<p>And this type of welcome email makes a TERRIBLE first impression.<\/p>\n<p>So:<\/p>\n<p>What should you do instead?<\/p>\n<p>First, warmly welcome people to your newsletter.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/welcome-text-in-email-e1558095688604.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/welcome-text-in-email-e1558095688604-300x124.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/welcome-text-in-email-e1558095688604-768x316.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/welcome-text-in-email-e1558095688604-480x198.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/welcome-text-in-email-e1558095688604-640x263.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/welcome-text-in-email-e1558095688604-960x395.png%20960w\" alt=\"Welcome text in email\" \/><\/p>\n<p>It\u2019s not 1996. No one is excited to sign up for a newsletter.<\/p>\n<p>In fact, new subscribers are on guard. They\u2019re looking for ANY reason to unsubscribe.<\/p>\n<p>Reassure them. Let them know that they made the right decision.<\/p>\n<p>Next, layout the deets of your newsletter.<\/p>\n<p>Specifically, cover what they can expect in the next few days or weeks.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/cover-publishing-expectations-e1558095727497.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/cover-publishing-expectations-e1558095727497-300x236.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/cover-publishing-expectations-e1558095727497-768x605.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/cover-publishing-expectations-e1558095727497-480x378.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/cover-publishing-expectations-e1558095727497-640x504.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/cover-publishing-expectations-e1558095727497-960x756.png%20960w\" alt=\"Cover publishing expectations\" \/><\/p>\n<p>Finally, end with a call-to-action.<\/p>\n<p>This can be a CTA to check out a few resources from your site that you recommend. Or a link to your latest products.<\/p>\n<p>For example, when I first started Backlinko I asked new subscribers to reply with their #1 struggle:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/end-with-a-cta-e1558096091529.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/end-with-a-cta-e1558096091529-300x277.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/end-with-a-cta-e1558096091529-768x710.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/end-with-a-cta-e1558096091529-480x444.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/end-with-a-cta-e1558096091529-640x591.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/end-with-a-cta-e1558096091529-960x887.png%20960w\" alt=\"End with a CTA\" \/><\/p>\n<p>Not only was this a goldmine of blog content ideas, but it helped me establish a strong relationship with new subscribers.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/friendly-email-e1560188810738.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/friendly-email-e1560188810738-300x141.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/friendly-email-e1560188810738-1280x603.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/friendly-email-e1560188810738-768x362.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/friendly-email-e1560188810738-480x226.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/friendly-email-e1560188810738-640x302.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/friendly-email-e1560188810738-960x453.png%20960w\" alt=\"Friendly email\" \/><\/p>\n<p>Remember: These are brand new subscribers. So you don\u2019t want a hard sell CTA.<\/p>\n<p>But you DO want to get them in the habit of taking action.<\/p>\n<p>So don\u2019t skip this step.<\/p>\n<h2>Follow \u201cThe 80\/20 Rule\u201d of Email Content<\/h2>\n<p>The 80\/20 Rule of Email Content is simple:<\/p>\n<p>80% of your emails should provide value.<\/p>\n<p>And 20% should pitch your products and services.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/follow-the-80-20-rule.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/follow-the-80-20-rule-300x332.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/follow-the-80-20-rule-1280x1418.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/follow-the-80-20-rule-768x851.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/follow-the-80-20-rule-1386x1536.png%201386w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/follow-the-80-20-rule-480x532.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/follow-the-80-20-rule-640x709.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/follow-the-80-20-rule-960x1064.png%20960w\" alt=\"Follow the 80\/20 rule\" \/><\/p>\n<p>For example, I usually send about 10 pure-value messages for every sales email.<\/p>\n<p>That way, I don\u2019t burn out my list.<\/p>\n<p>And my subscribers know that when I send something, it\u2019s worth opening.<\/p>\n<p>(Which, at the end of the day, is the real secret to increasing open rates).<\/p>\n<p>To be clear:<\/p>\n<p>\u201cValue\u201d doesn\u2019t have to be in the form of content.<\/p>\n<p>For example, let\u2019s say you run an ecommerce site that sells paleo protein bars.<\/p>\n<p>Well, a 25% off sale for your new line of bars is valuable to people that are in the market for them.<\/p>\n<p>Even so, it\u2019s not a bad idea for ecommerce sites to send value-packed newsletters too.<\/p>\n<p>For example:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/value-packed-email-from-ecommerce-site.png%20600w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/value-packed-email-from-ecommerce-site-300x657.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/value-packed-email-from-ecommerce-site-480x1051.png%20480w\" alt=\"Value-packed email from ecommerce site\" \/><\/p>\n<h2>Optimize For Gmail\u2019s Preview Snippet<\/h2>\n<p>When someone\u2019s deciding whether or not to open an email, they look at three things:<\/p>\n<ul>\n<li>The subject line<\/li>\n<li>The sender<\/li>\n<li>The message preview<\/li>\n<\/ul>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/optimize-for-gmails-preview-snippet.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/optimize-for-gmails-preview-snippet-300x195.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/optimize-for-gmails-preview-snippet-1280x830.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/optimize-for-gmails-preview-snippet-768x498.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/optimize-for-gmails-preview-snippet-480x311.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/optimize-for-gmails-preview-snippet-640x415.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/optimize-for-gmails-preview-snippet-960x623.png%20960w\" alt=\"Optimize for Gmail's preview snippet\" \/><\/p>\n<p>Most people sleep on the preview. And it KILLS their open rates.<\/p>\n<p>In fact, your message preview is like a second subject line.<\/p>\n<p>And if it looks like this, you\u2019re in trouble:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/poor-preview-snippet.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/poor-preview-snippet-300x179.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/poor-preview-snippet-1280x764.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/poor-preview-snippet-768x459.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/poor-preview-snippet-480x287.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/poor-preview-snippet-640x382.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/poor-preview-snippet-960x573.png%20960w\" alt=\"Poor preview snippet\" \/><\/p>\n<p>That\u2019s why you want to optimize the first few lines of your message so it looks SUPER enticing.<\/p>\n<p>Here\u2019s a great example:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/bryan-harris-enticing-emails-e1560188857544.png%201600w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/bryan-harris-enticing-emails-e1560188857544-300x74.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/bryan-harris-enticing-emails-e1560188857544-1280x318.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/bryan-harris-enticing-emails-e1560188857544-768x191.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/bryan-harris-enticing-emails-e1560188857544-1536x381.png%201536w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/bryan-harris-enticing-emails-e1560188857544-480x119.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/bryan-harris-enticing-emails-e1560188857544-640x159.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/bryan-harris-enticing-emails-e1560188857544-960x238.png%20960w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/bryan-harris-enticing-emails-e1560188857544-1440x357.png%201440w\" alt=\"Bryan Harris \u2013 Enticing emails\" \/><\/p>\n<p><h2>Chapter 5:How to Improve Email Deliverability<\/h2>\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-improve-email-deliverability.png%20850w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-improve-email-deliverability-300x374.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-improve-email-deliverability-768x958.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-improve-email-deliverability-480x599.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/how-to-improve-email-deliverability-640x798.png%20640w\" alt=\"How to Improve Email Deliverability\" \/><\/p>\n<p>Let\u2019s face it:<\/p>\n<p>Email deliverability isn\u2019t the most interesting topic in the world.<\/p>\n<p>Most marketers would rather spend time building their email list or coming up with catchy subject lines.<\/p>\n<p>But in my opinion, email deliverability is THE most important part of email marketing.<\/p>\n<p>After all:<\/p>\n<p>What good is an email list if no one actually sees your emails?<\/p>\n<p>And in this chapter you\u2019re going to learn how to get your emails delivered to people\u2019s inbox.<\/p>\n<h2>Ruthlessly Delete Non-Openers<\/h2>\n<p>A few years ago I had a MAJOR deliverability problem on my hands.<\/p>\n<p>My open rates went from 40% to 30% to less than 20%\u2026 within a few months.<\/p>\n<p>It got so bad that some of my newsletters were getting 15% open rates:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/low-open-rate-e1558096990648.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/low-open-rate-e1558096990648-300x229.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/low-open-rate-e1558096990648-768x587.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/low-open-rate-e1558096990648-480x367.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/low-open-rate-e1558096990648-640x489.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/low-open-rate-e1558096990648-960x734.png%20960w\" alt=\"Low open rate\" \/><\/p>\n<p>And lots of subscribers were telling me that my newsletters were going to spam.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/emails-going-to-spam-notification-e1558097183282.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/emails-going-to-spam-notification-e1558097183282-300x73.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/emails-going-to-spam-notification-e1558097183282-768x186.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/emails-going-to-spam-notification-e1558097183282-480x116.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/emails-going-to-spam-notification-e1558097183282-640x155.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/emails-going-to-spam-notification-e1558097183282-960x233.png%20960w\" alt=\"Emails going to spam \u2013 Notification\" \/><\/p>\n<p>No matter how many different subject lines I tested or how many tweaks I made to my content, nothing seemed to help.<\/p>\n<p>But there was one thing I hadn\u2019t tried yet. Something I\u2019d been putting off for months:<\/p>\n<p>List hygiene.<\/p>\n<p>In other words: deleting unengaged subscribers.<\/p>\n<p>I had to try it. I couldn\u2019t let my open rates continue to freefall.<\/p>\n<p>So I logged into Aweber and deleted any subscriber that hadn\u2019t opened an email in the last 4 months.<\/p>\n<p>This meant deleting 28,018 subscribers from my email list.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-list-size.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-list-size-300x146.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-list-size-1280x623.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-list-size-768x374.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-list-size-480x233.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-list-size-640x311.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/email-list-size-960x467.png%20960w\" alt=\"Email list size\" \/><\/p>\n<p>Did it hurt to delete those hard-earned subscribers?<\/p>\n<p>Yup.<\/p>\n<p>Did it work?<\/p>\n<p>Heck yeah!<\/p>\n<p>A few weeks later my open rates shot up like a rocketship.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/higher-open-rate-e1558097233504.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/higher-open-rate-e1558097233504-300x229.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/higher-open-rate-e1558097233504-768x587.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/higher-open-rate-e1558097233504-480x367.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/higher-open-rate-e1558097233504-640x489.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/higher-open-rate-e1558097233504-960x734.png%20960w\" alt=\"Higher open rate\" \/><\/p>\n<p>Today, I delete any subscriber that hasn\u2019t opened or clicked on an email in 4 months.<\/p>\n<p>And it\u2019s one of the main reasons that I have an outstanding deliverability rate.<\/p>\n<h2>Keep Spam Complaints Low<\/h2>\n<p>Email services like Gmail, Yahoo and Outlook take spam complaints VERY seriously.<\/p>\n<p>As they should.<\/p>\n<p>If lots of people are marking your emails as spam, it sends a clear message that people don\u2019t want to read your emails.<\/p>\n<p>The question is:<\/p>\n<p>How can you lower your spam complaints?<\/p>\n<p>Well, there\u2019s the obvious stuff\u2026 like sending great emails.<\/p>\n<p>But you already knew that <\/p>\n<p>Besides the obvious, here are two quick tips that I\u2019ve picked up over the years.<\/p>\n<p>Tips that have helped my spam complaint rate stay insanely low (approximately 10 complaints per 100k emails):<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-low-complaint-rate-e1558097295186.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-low-complaint-rate-e1558097295186-300x77.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-low-complaint-rate-e1558097295186-768x197.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-low-complaint-rate-e1558097295186-480x123.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-low-complaint-rate-e1558097295186-640x164.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/backlinko-email-low-complaint-rate-e1558097295186-960x246.png%20960w\" alt=\"Backlinko email \u2013 Low complaint rate\" \/><\/p>\n<p>First, make it REALLY easy to unsubscribe.<\/p>\n<p>In other words, don\u2019t be \u201cthat guy\u201d:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/tiny-unsubscribe-link.png%20843w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/tiny-unsubscribe-link-300x533.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/tiny-unsubscribe-link-768x1364.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/tiny-unsubscribe-link-480x852.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/tiny-unsubscribe-link-640x1137.png%20640w\" \/><\/p>\n<p>If you make someone hunt for an unsubscribe link, they\u2019re going to give up and hit the spam button instead.<\/p>\n<p>Instead, make your unsubscribe link super obvious:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/obvious-unsubscribe-link-e1558097319415.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/obvious-unsubscribe-link-e1558097319415-300x175.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/obvious-unsubscribe-link-e1558097319415-768x448.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/obvious-unsubscribe-link-e1558097319415-480x280.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/obvious-unsubscribe-link-e1558097319415-640x374.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/obvious-unsubscribe-link-e1558097319415-960x560.png%20960w\" \/><\/p>\n<p>Second, don\u2019t send a bazillion emails.<\/p>\n<p>The fact is, most people hit \u201cSpam\u201d out of frustration.<\/p>\n<p>(Especially for newsletters that they signed up for)<\/p>\n<p>And nothing frustrates people more than a non-stop barrage of emails.<\/p>\n<p>So if you send more than one email per week, consider condensing that content into a single, weekly email.<\/p>\n<p>(Note: There are exceptions to this rule. For example: you may want to send 5 emails in 5 days for a big promotion or limited-time product launch. Just don\u2019t make daily emails a habit unless that\u2019s what people signed up for)<\/p>\n<h2>Test Short Subject Lines<\/h2>\n<p>Here\u2019s something I recently noticed:<\/p>\n<p>Newsletter with super short subject lines get the best open rates.<\/p>\n<p>For example, the subject line \u201cGreat Content\u201d got a 42.7% open rate:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/great-content-subject-line-email-open-rate-e1558097349114.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/great-content-subject-line-email-open-rate-e1558097349114-300x229.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/great-content-subject-line-email-open-rate-e1558097349114-768x587.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/great-content-subject-line-email-open-rate-e1558097349114-480x367.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/great-content-subject-line-email-open-rate-e1558097349114-640x489.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/great-content-subject-line-email-open-rate-e1558097349114-960x734.png%20960w\" \/><\/p>\n<p>This could be due to the simple fact that short subject lines get more opens than long subject lines.<\/p>\n<p>But I have another theory:<\/p>\n<p>Short subject lines help deliverability.<\/p>\n<p>Here\u2019s why:<\/p>\n<p>Spam filters flag messages that contain certain words and phrases. And they put lots of emphasis on the subject line.<\/p>\n<p>So the more words you use in your subject, the more likely one of them will get flagged:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/long-subject-lines-can-result-in-poor-deliverability.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/long-subject-lines-can-result-in-poor-deliverability-300x176.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/long-subject-lines-can-result-in-poor-deliverability-1280x751.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/long-subject-lines-can-result-in-poor-deliverability-768x450.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/long-subject-lines-can-result-in-poor-deliverability-480x281.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/long-subject-lines-can-result-in-poor-deliverability-640x375.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/long-subject-lines-can-result-in-poor-deliverability-960x563.png%20960w\" alt=\"Long subject lines can result in poor deliverability\" \/><\/p>\n<p>But when you use short subject lines, you\u2019re much less likely to get caught in the filter.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/short-subject-lines-are-less-likely-to-get-caught-in-spam-filters.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/short-subject-lines-are-less-likely-to-get-caught-in-spam-filters-300x191.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/short-subject-lines-are-less-likely-to-get-caught-in-spam-filters-1280x813.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/short-subject-lines-are-less-likely-to-get-caught-in-spam-filters-768x488.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/short-subject-lines-are-less-likely-to-get-caught-in-spam-filters-480x305.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/short-subject-lines-are-less-likely-to-get-caught-in-spam-filters-640x406.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/short-subject-lines-are-less-likely-to-get-caught-in-spam-filters-960x610.png%20960w\" alt=\"Short subject lines are less likely to get caught in spam filters\" \/><\/p>\n<p>Again, this is just a theory. I have no concrete proof that short subject lines get through spam filters more often.<\/p>\n<p>But if you\u2019re having deliverability issues, it\u2019s something worth trying out.<\/p>\n<h2>Use Double Opt-In<\/h2>\n<p>When it comes to the Single Opt-in vs. Double Opt-in debate, there\u2019s no \u201cright\u2019 answer.<\/p>\n<p>If your #1 goal is to maximize the sheer size of your list, Single Opt-in is obviously the way to go.<\/p>\n<p>But if you want to maximize engagement and deliverability, I recommend Double Opt-in.<\/p>\n<p>I\u2019m a deliverability nut, so I personally use Double Opt-in. But it\u2019s ultimately up to you.<\/p>\n<p><h2>Chapter 6:Email Marketing Software<\/h2>\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/popular-email-marketing-services.png%20851w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/popular-email-marketing-services-300x303.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/popular-email-marketing-services-150x150.png%20150w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/popular-email-marketing-services-768x776.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/popular-email-marketing-services-480x485.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/popular-email-marketing-services-640x647.png%20640w\" alt=\"Popular Email Marketing Services\" \/><\/p>\n<p>In this chapter I\u2019m going to quickly review five of the top Email Service Providers (ESPs).<\/p>\n<p>Obviously, there\u2019s no single \u201cbest email marketing provider\u201d that\u2019s right for everyone. The \u201cbest\u201d option depends on your list size, marketing goals, and features that are important to you.<\/p>\n<p>That\u2019s why I\u2019m not going to crown a winner here. Instead, I\u2019ll highlight the pros, cons and use cases for each email platform.<\/p>\n<p>So if you\u2019re in the market for email marketing software, these reviews should help you choose the best option for you.<\/p>\n<h2>MailChimp<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mailchimp-e1560189180258.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mailchimp-e1560189180258-300x183.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mailchimp-e1560189180258-768x467.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mailchimp-e1560189180258-480x292.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mailchimp-e1560189180258-640x390.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/mailchimp-e1560189180258-960x584.png%20960w\" alt=\"Mailchimp\" \/><\/p>\n<p>You can use MailChimp to send simple newsletters. Or it can be a full marketing automation platform that taps into behavior-based messages and cart abandonment emails.<\/p>\n<p>It\u2019s one of the few platforms that lets you keep it simple. But if you do want to dig into more complicated stuff, you can.<\/p>\n<p>Pricing is free up to 2k subscribers (with limited features). Their pro plans start at $10\/month.<\/p>\n<h2>Constant Contact<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/constant-contact-e1560189203944.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/constant-contact-e1560189203944-300x174.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/constant-contact-e1560189203944-768x445.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/constant-contact-e1560189203944-480x278.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/constant-contact-e1560189203944-640x371.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/constant-contact-e1560189203944-960x556.png%20960w\" alt=\"Constant Contact\" \/><\/p>\n<p>With a focus on drag-and-drop design and ecommerce platform integration, Constant Contact is definitely focused on the ecommerce market. That said, quite a few bloggers, nonprofits and service businesses use it too.<\/p>\n<p>So if you run an ecommerce site, you might want to give Constant Contact a spin.<\/p>\n<p>Plans range from $20-$45 and up depending on how many subscribers you have.<\/p>\n<h2>ConvertKit<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/convert-kit-e1560189235446.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/convert-kit-e1560189235446-300x167.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/convert-kit-e1560189235446-768x426.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/convert-kit-e1560189235446-480x266.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/convert-kit-e1560189235446-640x355.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/convert-kit-e1560189235446-960x533.png%20960w\" alt=\"ConvertKit\" \/><\/p>\n<p>ConvertKit came out of nowhere to become one of the most popular email marketing platforms on the planet.<\/p>\n<p>One thing that makes ConvertKit unique is that 100% of its features are focused on helping \u201cOnline Creators\u201d.<\/p>\n<p>(Like bloggers, artists and musicians)<\/p>\n<p>So if you fall in that category, you can\u2019t go wrong with ConvertKit.<\/p>\n<p>Like most ESPs, pricing is based on subscriber numbers. Plans start at $29 for a list less than 1,000 subscribers. They also offer a 14-day free trial.<\/p>\n<h2>GetResponse<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/get-response-e1560189264206.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/get-response-e1560189264206-300x209.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/get-response-e1560189264206-768x534.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/get-response-e1560189264206-480x334.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/get-response-e1560189264206-640x445.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/get-response-e1560189264206-960x668.png%20960w\" alt=\"GetResponse\" \/><\/p>\n<p>GetResponse includes the features you\u2019d expect from an ESP (like autoresponders and marketing automation).<\/p>\n<p>Plans also come with email marketing tools that actually help you build your list (like landing page software and popups).<\/p>\n<p>Plans start at $15\/month with limited functionality. And there\u2019s a full 30-day trial.<\/p>\n<h2>Aweber<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/aweber-1-e1560189292320.png%201201w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/aweber-1-e1560189292320-300x184.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/aweber-1-e1560189292320-768x471.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/aweber-1-e1560189292320-480x294.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/aweber-1-e1560189292320-640x392.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/aweber-1-e1560189292320-960x588.png%20960w\" alt=\"Aweber\" \/><\/p>\n<p>Aweber is the king of simplicity. Which is why I use it.<\/p>\n<p>Sure, they have some marketing automation stuff. But it\u2019s pretty basic compared to most other ESPs. And their reporting leaves a lot to be desired.<\/p>\n<p>But if you want simple and reliable software for sending newsletters and autoresponder emails, you can\u2019t beat Aweber.<\/p>\n<p>Paid plans start at $19\/month. And you can test out any plan with a 30-day free trial as long as your list has fewer than 25k subscribers.<\/p>\n<h2>Comparing Email Marketing Software<\/h2>\n<p>Here\u2019s a comparison of the features, pricing and levels of support for popular email marketing software options.<\/p>\n<table>Email Marketing Software Compared <\/p>\n<thead>\n<tr>\n<th>Software<\/th>\n<th>Key Features<\/th>\n<th>Landing Page Tool<\/th>\n<th>Support<\/th>\n<th>Pricing<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Mailchimp<\/td>\n<td>Free plan. Email designs.<\/td>\n<td><\/td>\n<td>Knowledgebase. Email (premium). Live chat (premium). Telephone (premium).<\/td>\n<td>$14.99\/month<\/td>\n<\/tr>\n<tr>\n<td>Constant Contact<\/td>\n<td>Ecommerce integration. Email design.<\/td>\n<td>X<\/td>\n<td>Knowledgebase. Twitter. Facebook. Live chat. Telephone.<\/td>\n<td>$20\/month<\/td>\n<\/tr>\n<tr>\n<td>ConvertKit<\/td>\n<td>Tagging and automation.<\/td>\n<td><\/td>\n<td>Knowledgebase. Email. Twitter. Facebook. Live chat.<\/td>\n<td>$29\/month<\/td>\n<\/tr>\n<tr>\n<td>GetResponse<\/td>\n<td>Funnels.<\/td>\n<td><\/td>\n<td>Email. Live chat. Twitter. Telephone.<\/td>\n<td>$15\/month<\/td>\n<\/tr>\n<tr>\n<td>Aweber<\/td>\n<td>Ease of use. Deliverability.<\/td>\n<td>X<\/td>\n<td>Knowledgebase. Email. Live chat. Twitter. Telephone.<\/td>\n<td>$19\/month<\/td>\n<\/tr>\n<tr>\n<td>Drip<\/td>\n<td>Automation. Ecommerce.<\/td>\n<td>X<\/td>\n<td>Knowledgebase. Email. Live chat. Twitter. Telephone.<\/td>\n<td>$49\/month<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><h2>Chapter 7:Marketing Automation 101<\/h2>\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-101.png%20851w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-101-300x324.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-101-768x830.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-101-480x519.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-101-640x692.png%20640w\" alt=\"Marketing Automation 101\" \/><\/p>\n<p>A lot of people consider marketing automation \u201cthe next big thing\u201d in digital marketing.<\/p>\n<p>Is it true?<\/p>\n<p>Kind of.<\/p>\n<p>No, marketing automation isn\u2019t going to magically double your sales.<\/p>\n<p>Like any tool, automation is all about how you use it.<\/p>\n<p>When you use it right, you can get your messages in front of the right people at the right time.<\/p>\n<p>Which is MUCH better than mass emailing your entire list with the same exact message.<\/p>\n<h2>How to Create Awesome Autoresponder Sequences<\/h2>\n<p>Autoresponder sequences are like marketing automation training wheels.<\/p>\n<p>So if you\u2019re brand new to automation, I recommend getting your feet wet with a simple autoresponder sequence.<\/p>\n<p>Now:<\/p>\n<p>The content of your autoresponder will be completely different for a blog vs. an ecommerce site vs. a SaaS company.<\/p>\n<p>But they all have the same basic structure:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/autoresponder-sequence-structure.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/autoresponder-sequence-structure-300x159.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/autoresponder-sequence-structure-1280x677.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/autoresponder-sequence-structure-768x406.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/autoresponder-sequence-structure-480x254.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/autoresponder-sequence-structure-640x338.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/autoresponder-sequence-structure-960x507.png%20960w\" alt=\"Autoresponder sequence structure\" \/><\/p>\n<p>Once you get the hang of creating a basic autoresponder, you can try using different autoresponders for different people.<\/p>\n<p>For example:<\/p>\n<p>Let\u2019s say you run a SaaS company that helps people make doctor\u2019s appointments.<\/p>\n<p>And you have two types of people that visit your site: doctors and patients.<\/p>\n<p>Does it make sense to put a doctor and a patient in the same autoresponder?<\/p>\n<p>Nope!<\/p>\n<p>Instead, you want to create a different autoresponder for each group:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/multiple-autoresponder-sequence-structure.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/multiple-autoresponder-sequence-structure-300x316.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/multiple-autoresponder-sequence-structure-1280x1349.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/multiple-autoresponder-sequence-structure-768x809.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/multiple-autoresponder-sequence-structure-480x506.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/multiple-autoresponder-sequence-structure-640x674.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/multiple-autoresponder-sequence-structure-960x1011.png%20960w\" alt=\"Multiple autoresponder sequence structure\" \/><\/p>\n<p>You might be wondering:<\/p>\n<p>\u201cHow do you know if a doctor or a patient is signing up for my list?\u201d<\/p>\n<p>Well, you can go by the page they sign up on. Anyone that signs up from \u201cregister for a doctor account\u201d page is probably a doctor. So you can automatically put them on that autoresponder.<\/p>\n<p>You can also ask people which group they belong to during the signup process:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/ask-people-which-group-they-belong-to-during-the-signup-process.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/ask-people-which-group-they-belong-to-during-the-signup-process-300x205.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/ask-people-which-group-they-belong-to-during-the-signup-process-1280x874.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/ask-people-which-group-they-belong-to-during-the-signup-process-768x524.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/ask-people-which-group-they-belong-to-during-the-signup-process-480x328.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/ask-people-which-group-they-belong-to-during-the-signup-process-640x437.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/ask-people-which-group-they-belong-to-during-the-signup-process-960x656.png%20960w\" alt=\"Ask people which group they belong to during the signup process\" \/><\/p>\n<h2>Set Up Segmentation<\/h2>\n<p>Segmentation is another easy way to get started with marketing automation.<\/p>\n<p>Instead of putting people on different autoresponders, you segment (or \u201ctag\u201d) subscribers based on behavior.<\/p>\n<p>Then, send those segments SUPER targeted content.<\/p>\n<p>For example:<\/p>\n<p>When I first launched our new YouTube training program, First Page Videos, we announced it to the entire Backlinko email list.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/first-page-videos-announcement-email-e1558097511408.png%201199w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/first-page-videos-announcement-email-e1558097511408-300x248.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/first-page-videos-announcement-email-e1558097511408-768x634.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/first-page-videos-announcement-email-e1558097511408-480x396.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/first-page-videos-announcement-email-e1558097511408-640x528.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/first-page-videos-announcement-email-e1558097511408-960x793.png%20960w\" alt=\"First Page Videos \u2013 Announcement email\" \/><\/p>\n<p>My thought process was:<\/p>\n<p>\u201cYouTube marketing is blowing up right now. Anyone that\u2019s interested in SEO will probably want to grow their YouTube channel too.\u201d<\/p>\n<p>But I was wrong.<\/p>\n<p>As it turned out, a good chunk of my subscribers had ZERO interest in YouTube.<\/p>\n<p>So the next time we launched I course, I decided to use segmentation. That way, we\u2019d ONLY send emails to people that cared about YouTube marketing.<\/p>\n<p>To do that, I sent our entire list an invitation to a new training series about YouTube SEO.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/youtube-seo-training-series-announcement-email-e1558097547172.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/youtube-seo-training-series-announcement-email-e1558097547172-300x257.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/youtube-seo-training-series-announcement-email-e1558097547172-768x657.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/youtube-seo-training-series-announcement-email-e1558097547172-480x410.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/youtube-seo-training-series-announcement-email-e1558097547172-640x547.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/youtube-seo-training-series-announcement-email-e1558097547172-960x821.png%20960w\" alt=\"YouTube SEO training series \u2013 Announcement email\" \/><\/p>\n<p>But to get access to the series, subscribers had to raise their hand and say: \u201cI\u2019m interested\u201d.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/explicit-opt-in-via-link-e1558097570517.png%201199w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/explicit-opt-in-via-link-e1558097570517-300x112.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/explicit-opt-in-via-link-e1558097570517-768x288.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/explicit-opt-in-via-link-e1558097570517-480x180.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/explicit-opt-in-via-link-e1558097570517-640x240.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/explicit-opt-in-via-link-e1558097570517-960x359.png%20960w\" alt=\"Explicit opt-in via link\" \/><\/p>\n<p>And because we sent messages to people that wanted to receive them, we had an awesome conversion rate for that launch.<\/p>\n<h2>Test Full Marketing Automation Campaigns<\/h2>\n<p>Let me be clear about something:<\/p>\n<p>Marketing automation has a ton of potential.<\/p>\n<p>But the downside of automation is that things can get REALLY complicated REALLY quickly.<\/p>\n<p>Before you know it, you need a PhD to understand what\u2019s going on.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-can-get-complicated.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-can-get-complicated-300x189.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-can-get-complicated-1280x808.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-can-get-complicated-768x485.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-can-get-complicated-480x303.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-can-get-complicated-640x404.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-can-get-complicated-960x606.png%20960w\" alt=\"Marketing automation can get complicated\" \/><\/p>\n<p>So if you\u2019re new to email marketing, focus on building your list and sending subscribers AWESOME content.<\/p>\n<p>And once you have a handle on that, set up an autoresponder.<\/p>\n<p>And once you have a handle on <em>that<\/em>, use tags to segment your list into 2-3 different groups.<\/p>\n<p>Then, once you feel like you\u2019ve completely mastered tagging, try full-on email automation.<\/p>\n<p>This means hyper-targeted messages based on opens, clicks, pages visited, past purchases, demographics, time on site, and lots more.<\/p>\n<p>For example:<\/p>\n<p>Let\u2019s say you run an ecommerce site that sells grain-free dog food.<\/p>\n<p>And when a new subscriber signed up they chose \u201cDachshund\u201d from your \u201cWhat breed of dog do you own?\u201d question.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/have-new-subscribers-self-segment-on-signup.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/have-new-subscribers-self-segment-on-signup-300x229.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/have-new-subscribers-self-segment-on-signup-1280x977.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/have-new-subscribers-self-segment-on-signup-768x586.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/have-new-subscribers-self-segment-on-signup-480x367.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/have-new-subscribers-self-segment-on-signup-640x489.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/have-new-subscribers-self-segment-on-signup-960x733.png%20960w\" alt=\"Have new subscribers self-segment on signup\" \/><\/p>\n<p>A few days later that person put a bag of dog food into their cart\u2026 then closed the page.<\/p>\n<p>Well, with marketing automation, you could go beyond the generic \u201cYou forgot something\u201d abandoned cart message.<\/p>\n<p>Instead, you can send them a \u201cnew customer discount\u201d for 20% off their first purchase. And you can mention the fact that Dachshunds LOVE the product they had in their cart.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-allows-you-to-use-customized-abandoned-cart-messages-1.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-allows-you-to-use-customized-abandoned-cart-messages-1-300x221.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-allows-you-to-use-customized-abandoned-cart-messages-1-1280x941.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-allows-you-to-use-customized-abandoned-cart-messages-1-768x564.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-allows-you-to-use-customized-abandoned-cart-messages-1-480x353.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-allows-you-to-use-customized-abandoned-cart-messages-1-640x470.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/marketing-automation-allows-you-to-use-customized-abandoned-cart-messages-1-960x706.png%20960w\" alt=\"Marketing automation allows you to use customized abandoned cart messages\" \/><\/p>\n<p>Pretty cool.<\/p>\n<p><h2>Bonus Chapter:Advanced Email Marketing Strategies<\/h2>\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/advanced-email-marketing-strategies.png%20850w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/advanced-email-marketing-strategies-300x233.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/advanced-email-marketing-strategies-768x596.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/advanced-email-marketing-strategies-480x373.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/advanced-email-marketing-strategies-640x497.png%20640w\" alt=\"Advanced Email Marketing Strategies\" \/><\/p>\n<p>In this chapter I\u2019m going to share a handful of advanced tactics that I\u2019ve picked up over the years.<\/p>\n<p>So if you\u2019re ready to get more from your email marketing campaigns, this chapter is for you.<\/p>\n<p>Let\u2019s dive right in.<\/p>\n<h2>Try Text Email Layouts<\/h2>\n<p>Nathan Barry said it best:<\/p>\n<p>\u201cBeautiful email templates are bad for business.\u201d<\/p>\n<p>And he\u2019s 100% right.<\/p>\n<p>Fancy design does nothing but distract people from the content of your message.<\/p>\n<p>Instead, I recommend sending emails that look like they came from a friend or coworker.<\/p>\n<p>Here\u2019s a great example from Dan Martell:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/dan-martell-email-e1558097595521.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/dan-martell-email-e1558097595521-300x250.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/dan-martell-email-e1558097595521-768x641.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/dan-martell-email-e1558097595521-480x400.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/dan-martell-email-e1558097595521-640x534.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/dan-martell-email-e1558097595521-960x801.png%20960w\" alt=\"Dan Martell \u2013 Email\" \/><\/p>\n<p>This email could EASILY have a logo, header and other nonsense.<\/p>\n<p>But Dan decided to send a newsletter that\u2019s super simple.<\/p>\n<p>Nice.<\/p>\n<h2>Keep Things Personal<\/h2>\n<p>Most emails get ignored because they\u2019re boring and generic.<\/p>\n<p>What\u2019s the solution?<\/p>\n<p>Make your emails look like they\u2019re written and sent from a single person.<\/p>\n<p>(Yup, even if you\u2019re a big brand with thousands of employees).<\/p>\n<p>For example, HubSpot is a publicly traded company with hundreds of employees.<\/p>\n<p>But even they send their newsletters from Aja, someone that writes for their blog.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/personalized-emails-e1558097625573.png%201200w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/personalized-emails-e1558097625573-300x189.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/personalized-emails-e1558097625573-768x483.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/personalized-emails-e1558097625573-480x302.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/personalized-emails-e1558097625573-640x402.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/personalized-emails-e1558097625573-960x603.png%20960w\" alt=\"Personalized emails\" \/><\/p>\n<p>That way, you feel like Aja just sent you an email\u2026 not a faceless brand.<\/p>\n<h2>One CTA Per Email<\/h2>\n<p>Want to improve your email click-through-rate?<\/p>\n<p>Use ONE CTA per email.<\/p>\n<p>In fact, WordStream reports that emails with a single CTA can boost clicks by 371%.<\/p>\n<p>In other words, don\u2019t send emails with a million options.<\/p>\n<p>Instead, give subscribers ONE crystal clear option.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/snappa-email-with-one-option-e1558097652689.png%201199w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/snappa-email-with-one-option-e1558097652689-300x205.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/snappa-email-with-one-option-e1558097652689-768x524.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/snappa-email-with-one-option-e1558097652689-480x327.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/snappa-email-with-one-option-e1558097652689-640x437.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/snappa-email-with-one-option-e1558097652689-960x655.png%20960w\" alt=\"Snappa email with one option\" \/><\/p>\n<h2>Use 15px+ Font<\/h2>\n<p>According to Litmus, 67% of all email messages are opened on mobile.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/67-percent-of-all-email-messages-are-opened-on-mobile.png%201400w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/67-percent-of-all-email-messages-are-opened-on-mobile-300x180.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/67-percent-of-all-email-messages-are-opened-on-mobile-1280x768.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/67-percent-of-all-email-messages-are-opened-on-mobile-768x461.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/67-percent-of-all-email-messages-are-opened-on-mobile-480x288.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/67-percent-of-all-email-messages-are-opened-on-mobile-640x384.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/67-percent-of-all-email-messages-are-opened-on-mobile-960x576.png%20960w\" alt=\"67% of all email messages are opened on mobile\" \/><\/p>\n<p>And one of the easiest ways to make your newsletters mobile-optimized?<\/p>\n<p>Use a big font.<\/p>\n<p>(Ideally, 15px+).<\/p>\n<p>Unfortunately, most newsletters still use 12-13px font.<\/p>\n<p>This is fine for desktops.<\/p>\n<p>But 12px font is almost impossible to read on an iPhone without pinching and zooming.<\/p>\n<p>For example, look at the difference between these two newsletters:<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/font-size-mobile-e1560189352550.png%201600w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/font-size-mobile-e1560189352550-300x263.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/font-size-mobile-e1560189352550-1280x1122.png%201280w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/font-size-mobile-e1560189352550-768x673.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/font-size-mobile-e1560189352550-1536x1347.png%201536w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/font-size-mobile-e1560189352550-480x421.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/font-size-mobile-e1560189352550-640x561.png%20640w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/font-size-mobile-e1560189352550-960x842.png%20960w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/05\/font-size-mobile-e1560189352550-1440x1263.png%201440w\" alt=\"Font size mobile\" \/><\/p>\n<p>Same content. Same formatting. Different font size.<\/p>\n<p>And a world of difference.<\/p>\n<h2>Now It\u2019s Your Turn<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/your-turn.png%20851w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/your-turn-300x240.png%20300w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/your-turn-768x614.png%20768w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/your-turn-480x384.png%20480w,%20https:\/\/cdn-backlinko.pressidium.com\/wp-content\/uploads\/2019\/07\/your-turn-640x511.png%20640w\" alt=\"Your Turn\" \/><\/p>\n<p>I really hope you enjoyed my complete guide to email marketing.<\/p>\n<p>Now I\u2019d like to hear from you:<\/p>\n<p>Which technique from today\u2019s guide are you going to try first?<\/p>\n<p>Are you going to start using 15px font?<\/p>\n<p>Or maybe you want to try marketing automation.<\/p>\n<p>Either way, let me know by leaving a comment below right now.<\/p>\n<p>241 Comments<\/p>\n<p>Next-level SEO training and link building strategies<\/p>\n<p> <a href=\"https:\/\/backlinko.com\/email-marketing-guide\" target=\"_blank\" rel=\"noopener noreferrer\">Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is the ultimate guide to email marketing. So if you want to: Build your email list Improve your open<\/p>\n","protected":false},"author":2,"featured_media":4373,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[34],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.10 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email Marketing: The Definitive Guide &gt; Artenio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/artenio.net\/wp\/2020\/05\/06\/email-marketing-the-definitive-guide\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Marketing: The Definitive Guide &gt; Artenio\" \/>\n<meta property=\"og:description\" content=\"This is the ultimate guide to email marketing. 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