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Tips and Tricks to Make Your
Email Marketing Program
Thrive
Brian Weed
Senior Digital Strategist
CHI Health
MTB-1250 – IBM Amplify 2016 Conference
Who is
this guy?
CHI Health
Tips + Tricks
• Mix hard and soft sell content
• Use all the features!
• Embed animation
• Headlines
• Infographics + printables
• Define goals
• Be mobile friendly
• Build your email list
Hard Sell vs. Soft Sell
Automated Programs
Dynamic Content
Personalization
Subject line:
Michelle: Important
information for your
health
Opens43%
Clicks 5.5%
Use Animation
Don’t Underestimate Importance of
Content
• Content
• Images
• Headlines
– “# of ways to XYZ” – recipe for winning
headlines
• Infographics / printables
Headlines That Work
2501
2635
2875
6226
0 1000 2000 3000 4000 5000 6000 7000
Six Habits to Take to Heart
Is it the Fountain of Youth
Why You Should Walk Like aPenguin
10 Ways to CRUSH your Cravings
Tota
l Clic
ks
Headlines That Work
Headlines That Work
2501
2635
2875
6226
0 1000 2000 3000 4000 5000 6000 7000
Six Habits to Take to Heart
Is it the Fountain of Youth
Why You Should Walk Like aPenguin
10 Ways to CRUSH your Cravings
Tota
l Clic
ks
Headlines That Work
Headlines That Work
2501
2635
2875
6226
0 1000 2000 3000 4000 5000 6000 7000
Six Habits to Take to Heart
Is it the Fountain of Youth
Why You Should Walk Like aPenguin
10 Ways to CRUSH your Cravings
Tota
l Clic
ks
Headlines That Work
Headlines That Work
2501
2635
2875
6226
0 1000 2000 3000 4000 5000 6000 7000
Six Habits to Take to Heart
Is it the Fountain of Youth
Why You Should Walk Like aPenguin
10 Ways to CRUSH your Cravings
Tota
l Clic
ks
Headlines That Work
Infographics
Infographics
Printables – What a Hoot!
Define Goals
• What do you want people to do?
– Call to Action (CTA)
• How will you measure success?
– Conversions on your site, opens, click
throughs
Features to Use
• Mobile-responsive
templates
• Tracking (open
rates and click-
through rates)
• A/B testing
• Auto responders
• Spam check
Consider Email Nuances
• Protected Health
Information (PHI)
• Subject lines
• CTAs
• Test, test, test
and then test again
Be Mobile FriendlyClient %
Apple iPhone 29%
Apple iPad 13%
Outlook 12%
Gmail 11%
Google Android 9%
Web version 8%
Apple Mail 6%
Yahoo! Mail 3%
Outlook.com 3%
Windows Live Mail 3%
Other 3%
Windows Mail 1%
Thunderbird 1%
Mobile52%
Desktop24%
Webmail24%
Build Your Email List
• Electronic medical
records
• Point of service/front
desk
• Events/registrations
• HR/employees
• Form on website
Tips + Tricks Wrap-up
• Mix hard and soft sell content
• Use all the features!
• Embed animation
• Headlines
• Infographics + printables
• Define goals
• Be mobile friendly
• Build your email list
Questions