Email Marketing Part 6: Advanced

Email Methods

Now that we know the basics of email marketing, let’s get more technical.

List Segmentation

Segmentation is essential to send your subscribers content uniquely tailored for them based on age, demographics, purchasing history, etc. You can change your content ever so slightly to fit specific portions of your subscriber base to increase engagement. Not only can you change the content you send, but you can change the cadence with which you send it. This helps prevent unsubscribes by not barraging certain customers with too many emails. 99% of companies see a correlation between segmentation and email performance metrics.

  1. Consider what information you have about your subscribers
    • location (postal code)
    • past performances attended
    • past behavior (opened/clicked previous emails 
  2. Segment your list based on the information
  3. Customize your email for each segment

Track Website Visits


A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables your analytics provider, usually Google Analytics, to tell you where searchers came from as well as what campaign directed them to you.

  1. Name the campaign and segment
  2. Create “URL Builder” links for each combination of campaign/segment
  3. Use “URL Builder” links for all links to your website in the email
    • Some email management systems do this automatically
  4. Check Google Analytics to see how many visits came from each campaign

A/B Testing

a:b testing.jpg

A/B testing, also known as split testing or bucket testing, works off the same basis of list segmentation. It is a method of comparing two versions of an email against each other to determine which is better. For example, holding everything else equal, A will have a different subject line than B, and you’ll send both to a small portion of your subscribers to see which performs better. A/B allows you to make specific changes to your subscriber experience and determine which impacts human behavior. Testing one change at a time helps them pinpoint which changes had an effect on their visitors’ behavior, and which ones did not. Over time, they can combine the effect of multiple winning changes from experiments to demonstrate the measurable improvement of the new experience over the old one.

  1. Decide which to test & create 2 options
    • Subject Line
    • “From” name
    • Email content -- design, call to action, text
  2. Send each option to a small portion of your list (5-15%)
  3. See which is more successful & send to the rest of your list

Picking the Right Titles

  1. Rhymes, Alliterations, Puns
  2. Character limits
    • Stay between 35 & 55 characters

Get Consent

2 Types of Consent

  1. Express Consent: Person has given written or oral consent to get specific types of messages
  2. Implied Consent: Person has used your services in the last 2 years
    • Attended a performance, made a donation, volunteered, purchased from you

Always Include...

  • Who is sending the message
  • How to contact you (address, phone #, email)
  • A way to unsubscribe