What You Need to Know About Html in Email Marketing

Guest Post by Kara Whittaker, Ghergich & Co.

One marketing email is the same any other email—right? Not so fast: Put two emails side by side and you’ll likely be able to discern the difference, not just in tone and topic, but in overall execution. Because let’s face it: Some marketers get it, and some really don’t.

The reason for the difference—and thus the reason for the difference in whether you open an email or don’t even hesitate before you hit “delete”—is probably the use of email best practices. There are right things and wrong things you can do to improve your email, and knowing them can help you get more clicks and build more community. (Yes, some of it is computer-geek speak, but that’s OK.)

For starters, you don’t have to learn how to code, but knowing how computers work with email—the difference between HTML and CSS—is helpful. What else should you understand? This graphic explains it.


Generate Leads with Social Media

Social media can help you connect with your customers. This makes social media a powerful lead generation tool for businesses.

There are two main ways that you can draw people into your sales funnel.

Content Marketing

Great content attracts new followers and helps you to engage with connections. To get people into your sales funnel, focus on content that people will value so much they are willing to give you their contact information.


  • White papers
  • Ebooks
  • Reports
  • Webinars
  • Email newsletters

People access the content by giving you their name, email address, etc. They get the information, you get a lead.

Use social media to get ideas for valuable content. What are people talking about? What questions are commonly asked?

Also use social media to promote your content. When a connection shares your post, you may just have another lead!

Campaigns and Contests

Everyone loves a freebie or a chance to win a prize. This is a great way to motivate them to give you their information.

  • Random drawing: In exchange for their contact information, entrants get a chance to win a prize.
  • Sign up forms: Let people sign up to get first notice of promotions, sales and specials.
  • Contests: Invite people to create and post photos, videos and other content around a theme.

Post on Facebook Like a Pro

The most important way to gain visibility on Facebook is to post interesting content. Your content should appeal to your target client, use your keywords and represent your expertise.

Posts should be made by members of the team and should reflect the style, tone and expertise of the person making the post.

  • Follow the 80-20 rule: no less than 80 percent informational, no more than 20 percent direct promotions.
  • Keep posts brief, 40-125 characters.
  • Use images and video whenever possible.

Facebook Content Ideas

  • Address a question commonly asked by clients. Whenever possible, link to relevant content at your website (preferred) or to authoritative content at another site for more information.
  • Share events that you will be part of:
    • If you are the presenter and the event is open to the public, create a Facebook event.
    • If you are the presenter but the event is not public, share a photo and details about what you said after the fact.
    • If you are a participant, share the event (if there is one) and/or make a post during or after the fact about the event (use any provided links or hashtags to connect yourself with the larger audience around the event).
  • Share an article that has helpful information your target audience will appreciate. Start with your 2-3 sentence take on why the information is valuable and then include the link to the article. (The link will automatically generate a preview image and text; you can delete the link from the post once the preview is present).
  • Post about personal happenings such as a recent vacation, family activity or milestone, or an experience in the community. People want you to be personable on Facebook.
  • Use Facebook Live to share an event in progress or capture a moment with a client.

Get Posting!

Post regularly. Gauge the frequency based on your audience. Once a month might be fine. More likely you want to post weekly or a few times a week.

Post on different days of the week and at different times. Use the Facebook Schedule Post option to make this easier to manage.

After you have 6 months of posts, look at Facebook Insights to determine any patterns for best days and times to post to connect with your target audience.