Everything you need to know about email marketing, in one free guide.
78 illustrated pages: who to send to, what to write, how often to send, how to reach the inbox, what the law asks and which numbers to watch. One point on each page, shown on emails drawn for four small businesses.
One point a page, and the headline says it.
This is page 4. Read only the headlines and you have the whole guide. Read the page when you need the detail.
- The running head says where you are: the part and the chapter. A page found from a search still makes sense.
- The headline is the point, in a full sentence. Read only the headlines and you have the guide.
- The picture teaches. Every chart is labelled in words, and its bars start at zero.
- Every figure says who counted it, whose customers they were, and the year.
- Each page ends with what to do this week, in a line or two.
The ten rules.
Page 3 puts the guide on one page. Keep these ten, and the other pages show you how.
- 01Mail only people who asked, keep proof that they did, and never buy, rent or scrape a list.Pages 6 to 10, 58 to 61
- 02Welcome every new subscriber at once, with a short sequence started by the sign-up form.Pages 11 and 43
- 03Send on a steady rhythm: weekly by default, never less than monthly, with the peaks on top.Pages 14 and 15
- 04Follow up the people who click.Pages 12 and 53
- 05Judge and segment by clicks, replies and purchases, never by opens.Pages 16, 62 and 63
- 06Stay in the inbox: complaints under one in a thousand, an authenticated domain, and an unsubscribe that takes one click and works the same day.Pages 54 to 57
- 07Win back the quiet, then stop mailing the silent.Pages 50 and 57
- 08Measure five numbers against your own normal, and on a small list test only big differences.Pages 65 to 68
- 09Plan the year on one page, with a few dated peaks run as short sequences.Pages 69 to 71
- 10Know what a subscriber is worth before paying for one, and grow from your own visitors first.Page 72
Twenty chapters, in the order a business learns.
Every page stands on its own, so start with the one you need today.
Part OneWho you send to
Why email works, Building your list, The emails a business sends, How often to send, The right email for the right people.
Part TwoWriting and designing
From name, subject line and preview, Writing the email, Design and layout, Getting the click, Pictures, animation and video, Phones, dark mode and accessibility.
Part ThreeEach email, built
Welcome, newsletter, offer and launch, Carts, win-backs, events, receipts and more.
Part FourDelivery, law and results
Getting into the inbox, The law, Measuring what matters, Testing, Planning the year.
Part FiveDoing it
The first 90 days, Before you press send.
What you get
- 78 illustrated pages, A4
- The ten rules on one page
- Every kind of email a business sends, built part by part
- The law in six markets, side by side
- Five numbers to keep, on weekly graphs
- A check to run before every send
- A glossary, and the source of every figure
Questions, answered
Is it really free?
Yes. No card and nothing to buy. You give a first name and an email address, and the guide is yours.
What do I get, and in what format?
A 78-page PDF, A4, that reads well on a screen and prints on any printer. It opens as soon as you send the form, and the same link is in the email we send you.
Which countries does the law chapter cover?
The United States, Canada, the United Kingdom, the European Union, Australia and New Zealand. Each rule says which market it belongs to, and page 59 sets the six side by side.
Do I need particular email software?
No. The guide teaches email marketing, not a product, and works with whatever you send from.
Can I share it?
Send people this page and they get their own copy.
Who is it from?
SendTo, the email and marketing platform. It is built from published studies, the mailbox providers’ own rules and the law, and page 78 lists where every figure comes from.
Will you email me?
Once, with your guide. More only if you tick the box on the form, and every one of those has a one-click unsubscribe.
If you read one page, read page 3.
It is the whole guide on one page: ten rules, each with the pages that show how.
Send me the guide →