Guides and Templates

Email and Marketing Automation playbook

A summary of best practice techniques to use email marketing communications to increase audience engagement and sales

How will this playbook help me and my business?

Our playbook series of marketing templates is aimed at helping you quickly review the main activities you need to work on to get better results from different digital marketing channels. This playbook focusses on email marketing, so if you're trying to improve communication with your customers, increase subscriber lists or optimize your promotional offers through email, this is the best place to start.

Despite the popularity of social media marketing with consumers and marketers to build relationships and brands, email marketing benchmarks show that, for most businesses, email marketing is superior at delivering commercial returns as sales. By reading this playbook and assessing your performance across 20 key activities, you'll be able to identify potential areas of improvement and put a strategy together to improve your email marketing campaigns.

How is the Email and Marketing Automation playbook structured?

The concept is based on the idea of playbooks in sports like American football and baseball. The coach compiles a selection of different offensive and defensive techniques their team can be deployed in different situations to help beat the opposition. With this email marketing playbook, you'll be able to see what areas of your email campaigns need improving and instantly be given the resources you need to start making changes. The playbook contains:

  • 20 key email marketing activities you should work on to get better results
  • An easy-to-follow approach that groups these activities into the steps found in our Email Marketing and Marketing Automation Learning Path – simply move through each step to improve a new area of your marketing
  • Detailed best practice advice through links to Smart Insights templates, guides, e-learning modules, and the latest analysis in Smart Insights blog articles

Who is the email and Marketing Automation playbook for?

This playbook has been written for everyone involved in crafting email marketing strategies to improve the effectiveness and efficiency of their email marketing.

It is aimed at marketing directors, managers, email marketing and CRM specialists, and agency marketing executives involved in email marketing and trying to improve their Marketing Automation. If you know what you need to do, but are unsure how to do it, this playbook will put you on the right track.

Latest updates

This playbook has been updated with the latest Email Marketing and Marketing Automation resources launched on Smart Insights - including integration with our Email Marketing and Marketing Automation Learning Path.

Resource Details

About the author

Dr. Dave Chaffey

Dave ChaffeyDave is co-founder of Smart Insights and creator of the Smart Insights RACE planning framework. For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognized by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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