This strategic approach to Email marketing using Marketing Automation will take your results to the next level

Use our proven system on your business or clients TODAY

Did you know that Email Marketing remains one of the most critical and lucrative channels for getting revenue from your customers?

As someone involved in digital marketing, you probably did.

But, even knowing this, do you take a genuinely strategic approach to your email marketing using the power of Marketing Automation?

In our experience, the answer is probably "no."

If it is, you're leaving a lot of revenue 'on the table', that you can recover using our strategic approach to Email Marketing and Marketing Automation.

The proven system in this toolkit is a surefire way to grow your profits quickly

Why Smart Insights?

Because global brands like 3M, GlaxoSmithKline, HSBC, HP, Microsoft and Vodafone—AND thousands of digital marketers and business owners—trust
Smart Insights to optimise their Email Marketing and Marketing Automation. Many have grown their business—by over 50%—using the strategies revealed on this page.


Free resources including Search, Social and Email marketing templates that you can start using today

Start improving your Email Marketing and Marketing Automation now with our FREE Email Trends 2017 : A visual Guide

  • See the latest trends in Email marketing
  • Learn how to send more relevant, responsive emails
  • Check out examples of the latest creative and campaigns
  • PLUS, get a free, large version of the email benchmark chart above

PLUS: as a FREE Basic Member, you'll also get these bonus resources;

  • 18 other actionable templates and guides, written by experts in digital marketing.
  • Benchmark your current capability in Email Marketing and Marketing Automation-and 9 other essential areas of digital marketing-using our unique interactive Capability Assessment tool.
  • Improve your skills by doing the first lesson in each of our 10 e-learning courses for free.
  • Get personalised answers to your most urgent questions fast - by joining our online community of over 130,000 marketers
Get your FREE Basic Membership NOW
including instant access to the Email Trends 2017 : A visual Guide (and all bonus resources)

Expert Membership—for those who are
serious about FAST growth

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Email marketing and Marketing Automation Toolkit

Want amazing results as quickly as possible? Start here with Expert membership

Email marketing should be one of your best-performing channels—but it’s hard to get it right since there are so many aspects to get right. Even the best digital marketers consistently neglect it at the expense of other, less lucrative (but easier) activities.

Don’t make the same mistake.

Done right, email marketing is a surefire way to boost your online sales. Plus, once you’ve put a robust, integrated Marketing Automation strategy in place, it can almost manage itself—leaving you to focus on other activities while those profits roll in…

Sounds great, but how do you do it?

The answer is our Email marketing and Marketing Automation Toolkit—the world’s easiest and quickest way to turbocharge your email marketing.

And how can we be sure? Because thousands of savvy digital marketers and business owners are using it right now to achieve extraordinary results.

Armed with our Email Marketing and Marketing Automation Toolkit, the world’s top marketers use our unique approach to develop winning Email Marketing and Marketing Automation strategies.

Email Marketing and Marketing Automation Toolkit

Includes templates, ready-to-use strategy documents, step-by-step guides and resources that will help you create optimized strategies that deliver HUGE results.

  • Email marketing best practices
  • Email marketing Guide

    About this Guide

    This guide shows you how to take your email marketing strategy to the next level, covering a lot more than tips to improve your creative and copy, although it does include lots of examples of this! It helps email marketers create a strategic approach to email marketing by using the best communications strategy, targeting and marketing automation to maximise returns from their lists.

    Guide Structure

    • An introduction to email marketing
    • Step 1: Prioritise your email marketing efforts with the CRITICAL factors
    • Step 2: Set your goals and build your list for Email Marketing
    • Step 3: Defining your Email Marketing Proposition
    • Step 4: Segmentation and targeting
    • Step 5: Defining your integrated email communications strategy
    • Step 6: Creating effective email templates and creative
    • Step 7: Test, learn and refine


  • Email marketing campaign calculator

    About this Guide

    This template enables you to specify best and worst case delivery, open, click and outcomes. Allows your responses and value-generated for business calculated automatically and lets your newsletter and campaign performance can be tracked

    Guide Structure

    • A method to plan your response and return on investment from in-house or rented list email campaigns,
    • Calculate return on investment from email optimisation projects – useful for justifying investment in consulting projects
    • You can more accurately assess the number of responses from email channelsA simple method of reviewing enewsletter performance
    • A simple method of reviewing enewsletter performance
    • Workbook format makes it quick to review and decide on the changes you need to make to improve your online marketing results.
  • Email marketing campaign broadcast checklist

    About the guide 

    There’s a lot that can go wrong when sending out an email campaign or enewsletter that can damage perception of your brand or kill your campaign effectiveness! This checklist is designed to help you to create more consistent quality checklists which work better for your subscribers and your brand.

    What does the checklist include?

    The template has 5-10 action items to review in these areas:

    • Engaging email headers checklist
    • Effective lead-ins
    • Copywriting tone-of-voice
    • Persuasive offers and messaging
    • Functional testing
    • Response tracking and optimisation
    • Audience and Data
    • Organisational
    • Email legal requirements including privacy
  • Online copywriting course

    About the Guide

    Learn concepts, tips and tricks at your desk to make your online copy work harder. This practical course will help you improve all aspects of online copy from web to social media to email marketing.

    Your tutor for this course is Mark Brownlow,  who is the Smart Insights Expert commentator on Email marketing who is actively involved in creating copy for clients.

    Guide Structure

    • Introduction: This module will help you understand the core principles of effective online copywriting.
    • How to structure content for impact and attention: Covers the inverted pyramid, the benefits of short vs long copy, headlines, text structure and highlighting.
    • Product and service descriptions: Examples and tips for making your products seem indispensable.
    • Improving your Calls-to-Action: The what, why and how for effective CTAs.
    • Improving short-form content: Improving short-form updates with a special focus on Twitter social media updates.
    • Copywriting for Email marketing: Writing emails that gets opens and clicks.
  • Marketing Automation
  • B2C Marketing Automation Best Practices Guide

    About this guide

    This guide to B2C marketing automation best practices will help you review your requirements for marketing automation, select the best vendor and create or review your lead generation and nurturing programme.

    Guide structure

    • Explanations of marketing automation concepts
    • Recommendations on requirements to review
    • Best practice tips for implementing marketing automation
    • B2B examples of lead scoring, grading and nurturing
    • Research from a range of studies to highlight the potential and challenges of implementing marketing automation software
  • Email sequence contact strategy template

    About this template

    This spreadsheet provides a template for marketers to create a messaging sequence that supports their business for the range of potential event-triggered campaigns

    Research shows that behavioural email marketing is a powerful technique to automatically follow-up online customer actions to help increase conversion to sale at a low cost. However, the technique is still used by relatively few companies. One barrier to setting up these event-triggered email sequences is the time it takes to specify the sequences if it’s a new approach to the company or agency. That’s where this template will help guide you!

    This is a ‘tried-and-tested’ approach originally developed by Dave Chaffey 10+ years ago when consulting with travel, retail and financial services businesses.

    Template structure

    • A grid showing a row for each message in the sequence with 16 columns (some optional) for defining communications requirements, targeting, trigger rules and messaging. 3 Example fields are shown for an email sequence
    • Read me explaining how to use each field with an example of how to lay out the creative
    • A template of 8 other campaign control issues that must be defined including tracking, testing, unsubscribes and message suppression

The Email Marketing and Marketing Automation toolkit is included with Smart Insights Expert Membership-the secret
weapon behind the world's most savvy marketers.

So why wait? Try it today and take your results to the next level.

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