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The Simple Guide
To
Email Marketing
by Dean Levitt
Chief of Culture
Mad Mimi Email Newsletters
Illustrations by Mat Tonti
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Table of Contents
Introduction!
4
Why Email?!
5
Every Artist Needs The Right Set of Tools!
7
Say It Loud!!
10
Say It Proud!!
13
Bannerize!
16
Designer, My Designer!
21
Images!
25
Sending and Subject Lines!
29
Subject Lines Redux!
32
Email Analytics!
36
Your List!
41
Outro!
44
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Introduction
Y
ou don't need to be an HTML wizard to send HTML emails or a 
Photoshop guru to design something beautiful. You don't need to be tech 
savvy (I'll help with that part) and you don't need to be a "marketer."
In writing this, I have a single aim: To get you emailing effective HTML 
emails that will respect your readers and achieve your goal whether it's 
marketing, connecting or marketing while connecting.
Sending email is a fun and rewarding experience. You know how 
awesome it is when people comment on your Facebook posts or respond 
to a tweet? Well, email newsletters are better with a greater reach! Don't 
lose sight that this is all supposed to be something you enjoy and 
hopefully grow to love.
I'll be using our very own Mad Mimi
interface as the vehicle but where 
you drive is totally up to you! With that in mind, each section will include 
the Philosophy and the Technical (though not necessarily in that order) and 
will translate to any service that suits you!
The title is "The Simple Guide To Email Marketing." That's a theme I'll be 
returning to frequently - "Simple!" Easy, uncomplicated, effortless and 
intelligible. Simple is important.
Simple is important because it makes your life easier and evades the usual 
time-wasting, hair-pulling frustration. Keeping things simple means it's 
easy for your readers too. Simple means do-able. Simple means you'll 
enjoy your emailing, do it more often, and both you and your readers 
will benefit.
When reading this, it's a good idea to let yourself be swept along. Build a 
promotion as we go!
If you ever have any feedback, spot any errors or want to share your 
thoughts on email marketing in general, reach out to me at 
simpleguide@madmimi.com
.
Mad Mimi 
Email 
Newsletters
Mad Mimi
is an 
email marketing 
application that 
makes it simple 
and enjoyable to 
create beautiful 
HTML email 
newsletters. It’s an 
easy-to-use 
platform helps 
you create, send, 
and track your 
email campaigns, 
all from within the 
same intuitive 
interface.
In case you didn't 
know this, I'm one 
of Mad Mimi's 
owners. Even so, 
the ideas here are 
universal and if 
there's a program I 
think compliments 
building great 
emails, I'll 
recommend it.
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Why Email?
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I
'm probably safe assuming that you already see some value in email marketing. I'll take the 
opportunity anyway to mention a few salient points about email and why marketing and email go 
together well.
Subjectively, email is the main system of interaction in my life. I use my phone to talk to people 
only for a small fraction of my communication. Email gets my attention as fast as text messaging 
(SMS). In most cases, I let any unknown callers go to voicemail yet I view every email that 
pops up in my inbox.
When I sign up for newsletters it's an easy way for me to stay in touch with businesses I like or 
even business I think I'll like. As a customer, I expect businesses to email me if there's anything I 
need to know whether it's a sale or a new product release. My favorite musicians don't call me 
about their Summer tour nor do the local restaurants text me their Spring menu - they email me. 
It's all about email. It's the standard!
More than one in five people worldwide use email. That's about 1.9 billion people. It's 
predicted to increase to 2.5 billion email users in the next 2 years. Yup, email's popular. The 
Radicati Group, who came up with that info, also reckon that the world sends about 294 billion 
emails daily.
Let's put it simply. Email is a vibrant and powerful way to connect with people.
Bringing it home, think about your own experiences. Do you even know anyone who doesn't 
have an email address? You probably receive a number of HTML emails each week (I sure do). 
You read them, get inspired by them and even look forward to the next one. Email is a part of our 
lives. A very big part.
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Every Artist Needs The Right Set of Tools
B
efore we start creating an email, let's procrastinate just a little and look at some tools that'll 
help you get your emails looking gorgeous while still keeping your life easy.
On A Mac...
Evernote
This is a neat little screenshot tool. You can use it to resize and crop images. https://evernote.com
ColorSnapper
This color picker is easy to use and a great help in creating your color scheme (your "Theme"). 
http://colorsnapper.com
On A PC...
Just Color Picker
A simple and easy color picker for PC. http://annystudio.com/software/colorpicker
On Both...
Jing
Jing takes great screenshots and is super easy to use. http://www.techsmith.com/jing.html
Flickr
The Commons on Flickr is an awesome resource for grabbing images to use in your emails. 
http://www.flickr.com/creativecommons
Morguefile
Morguefile is another great spot for images you can use. Please just always double-check the fine 
print to make sure you can use the image for commercial use (if you're using it commercially). 
http://www.morguefile.com
Image Editing Program
There are tons of free and easy image editing programs both online and for your desktop. I like 
Aviary (http://aviary.com
) and PicMonkey (http://picmonkey.com
), Mad Mimi's Vicki likes 
Photoshop.com and our Rylan enjoys the desktop Photoshop experience.
I also recommend drafting your emails on a basic text editor. If it reads well in plain text, it'll 
read well in the inbox!
The Technical
It's worth getting to know these tools. They'll be your sidekicks. By familiarizing 
yourself with their basic uses, you'll avoid running into roadblocks along your 
composition journey. That means less stress.
At some point you may need to get an image sized so it renders beautifully and downloads fast 
for your readers. You'll need to know what a hex code is so you can match your website's lovely 
color scheme.
Facing this stuff now will give you far more confidence down the road and won't interrupt your 
compositional flow. Don't spend too much time exploring these tools, just get acquainted with 
them - you'll get to know them much better later.
The Philosophy
It's all about the company you keep! Using simple but powerful tools is empowering. 
It will save you tons of time and result in a better email.
Say It Loud!
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