Optimization strategist Michael Duquet helps you take your newsletters and eblasts and refine them into targeted, revenue-generating emails that your customers actually want to read. He walks you through choosing the best tool for your company, defining your micro and macro goals, and creating a believable sender persona. Then, he goes deep into segmenting: creating granular lists based on demographics (such as geolocation, gender, income, or industry) and behaviors (such as purchases, emails read, or clicks). He also reviews the best practices for mobile emails, including eye flow and the role of images and video. Finally, he shows how to perfect your engagement with tips on writing effective subject lines, placing your calls to action, and sending emails at the right time.

Topics include:

• Setting up email for the best screen resolution
• Getting the right email marketing tools
• Defining the customer contact journey
• Sending onboarding emails
• Researching emails
• Segmenting emails
• Building your persona
• Optimizing emails for mobile viewing
• Optimizing the subject line
• Sending email at the right time

------------------------------------------------------------------------------------------