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EMAIL MARKETING

A Beginner’s Guide to Email Marketing

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It may be one of the oldest forms of digital communication, but email still reigns supreme when it comes to usage.

Sure, there are other newer methods of communicating with your audience and customers. Communication methods like social media, live chat, and many others. However, with a user base of over 4 billion people, email is the king of marketing channels.

Additionally, email marketing has an ROI of $38 for every dollar spent, meaning it deserves a place in every marketer’s toolbox.

Email marketing is still ranked as the most effective marketing channel, beating out social media, SEO, and affiliate marketing.

Why is that? With all the hype over new channels, why is decades-old technology still one of the most effective marketing strategies?

Despite the rise of social, people use email more than other platforms. After all, what’s the good of marketing to someone if they’re not there?

Data shows that most people are on email—and the number increases every year.

Number Of Email Users Worldwide - email marketing is effective because so many people use email

In addition, with email marketing you own the connections—you don’t have to worry about algorithm changes tanking your reach.

That’s why building a successful email marketing campaign is more important than ever.

There’s a problem—most people don’t know how to do it right. (In fact, you’ve probably seen those people in your email box.)

This post will walk you through tips and strategies for executing impactful email marketing campaigns.

What is Email Marketing?

Email marketing is the act of sending promotional messages to people in mass quantities. It typically is to generate sales or leads and it may contain advertising.

Remember: You’re a Guest in Their Inbox

People are inundated with interruptions, pitches, and advertisements everywhere they look.

Though you might think your email is special. To the reader, your email is one in a million—and not in a good way.

This is why it’s important to remember where you are and use good manners.

Getting into someone’s inbox is like being invited to their home for dinner. If they ask you to take your shoes off, you respectfully do so.

It’s the same with email marketing, so before we begin I’d simply like to remind you to be on your best behavior at all times and remember… you’re a guest in their inbox.

Now, let’s talk about how to build your email marketing strategy from the ground up.

How Does Email Marketing Work?

Email marketing is one of the top-performing strategies, in no small part because it’s fairly intuitive and often automated.

In its basic form, an effective email marketing campaign requires three essential elements:

1. An Email List

For you to pull off successful email campaigns, you need an active email list. This is a database of email contacts who have expressed interest in receiving marketing communications from your brand.

There are many ways to build an email list. One of the easiest is to create a lead magnet (also called an offer) your target audience is interested in, like a coupon, in exchange for their email addresses.

2. An Email Service Provider

An email service provider (ESP), also known as an email marketing platform, is software that helps manage your email list. It also helps design and execute automated email marketing campaigns.

Using an ESP allows you to automate actions triggered by your target audience’s behaviors. These enable you to personalize each interaction with them, meaning engagement and conversion rates generally improve.

3. Clearly Defined Goals

You can use email marketing to achieve many business goals. For example, you can use email marketing to:

  • drive sales
  • boost brand awareness
  • generate and nurture leads
  • keep customers engaged
  • increase customer loyalty and lifetime value

To execute an effective email marketing campaign, your email list, ESP, and goals must align. Then, you can get to work.

The first step is to segment your email list according to subscriber demographics or actions.

Next, create an email or series of emails designed to get consumers to do something (your goal).

Finally, use your ESP to send emails and monitor the campaign automatically.

Advantages and Disadvantages of Email Marketing

Just like any other marketing channel, email marketing has pros and cons. Let’s briefly dive into some of the more significant ones:

Advantages of Email Marketing

Email Is Permission-based

When a customer trusts you with their email address, it’s the virtual equivalent of being given the keys to their house. Gaining permission to enter rather than showing up uninvited increases the chances of engagement and conversion.

Affords You Direct Access to Your Audience

You can communicate directly with subscribers on their schedules. In addition, because people check their emails daily, your email is likely to be viewed.

Gives You More Control

With most other marketing platforms, you don’t own the platform. If the platform ceases to exist, all your hard work sinks with it.

With email, you own the relationships you forge with your subscribers.

More Personalization Capabilities

You can use demographic or psychographic data to create personalized and hyper-targeted campaigns. Research shows segmented and personalized campaigns increase revenue by as much as 760 percent.

Measurable

Measuring the effectiveness of a marketing campaign is crucial, and automated email marketing makes measuring your campaign a breeze.

Scalable

Email marketing campaigns can scale without putting a strain on your resources or compromising quality.

Disadvantages of Email Marketing

Tough Competition

Standing out in a cluttered inbox can be quite a challenge. You have to be creative to ensure your emails get noticed and opened.

You Need an Email List

With email marketing, you must already have an email list for your campaigns to be effective.

Tricky Rules and Regulations to Navigate

There are a lot of rules governing the use of email for commercial purposes. Common examples include GDPR, CAN-SPAM, and CCPA. All of these state you can’t send unsolicited emails.

Unfortunately, some subscribers also report your emails as being spam even after they subscribed to the list. As a result, your sender reputation takes a hit.

Delivery and Deliverability Issues

Getting your email to land in receivers’ inboxes is not guaranteed. To run effective email marketing campaigns, you must contend with delivery and deliverability issues.

Email Marketing Examples

Let’s briefly look at a couple of email marketing examples for a bit of inspiration.

Teaonic

Teaonic is an e-commerce brand specializing in organic, healthy teas.

Subject line: Getting Low On Wellness?

Teaonic email marketing

What does this email get right?

  • Great subject line: The subject line focuses on the target audience’s main pain point, i.e., improving their health.
  • Leverages color psychology: The bright, warm colors trigger feelings of health and happiness.
  • Well-timed: The email is targeted at people who have purchased the product and is sent when the customer’s supply is about to run out.

Bluehost

Well-known for its hosting services, Bluehost decided to try its hand at creating a website builder.

Subject line: Bluehost’s new Website Builder makes building simple.

Email Marketing Examples - Bluehost
  • Sells the benefits, not features: Focusing on the benefits makes the copy more compelling.
  • Clean design: The simple design makes the email aesthetically pleasing and easy to read.
  • Excellent targeting: Bluehost knows their audience is mainly made up of small business owners without technical expertise. The email uses language targeted at this demographic.

How to Automate Your Email Marketing

While the automation process varies from one ESP to another, there are some universal steps to automating your email marketing.

Define Your Segments

Effective email marketing campaigns start with list segmentation. Use the data you have about your subscribers to group them. This allows you to create more personalized campaigns.

Design an Efficient Workflow

After segmenting your email list, it’s time to design a workflow. This is the series of emails to fulfill the objective of the campaign.

Determine the Right Triggers

Once you’ve designed your workflow, determine the triggers that will set off the following email in the sequence. Examples of triggers can include customers opening your email, clicking on a link, or not opening it at all within a predetermined time frame.

Best Email Marketing Strategies

To succeed with email marketing, you have to be strategic in the way you design your campaigns. Here are some of the best email marketing strategies you can employ.

Use the Right List Building Strategies

The success of your email marketing campaigns depends on the quality of your email list. To build such a list, you must use list-building strategies designed to attract your target audience. For example, a case study promoted on LinkedIn may help a B2B brand build a list of engaged subscribers but flop when used by a B2C brand.

Practice Good Email List Hygiene

Another essential email marketing strategy is practicing good email list hygiene. Cleaning out inactive subscribers and email addresses that are no longer in use will ensure you have a good sender reputation.

Keep Your List Warm

Regularly send emails to your list to keep your subscribers engaged (warm). However, sporadic emailing could result in subscribers forgetting who you are and lead to low conversion rates.

If some of your subscribers go cold, you can run a re-engagement campaign.

Focus on One Objective

Design each campaign and email to focus on one objective. Trying to kill two (or more) birds with one stone doesn’t work with email marketing. It only confuses your audience and reduces your conversion rates.

Define and Track the Right KPIs

Email marketing is more than sending your subscribers a couple of emails. It also entails tracking the performance of your campaigns. To do so, you must define and track the right key performance indicators (KPIs).

Top 7 Email Marketing Tools Every Marketer Should Know

To pull off a successful campaign, you need to leverage email marketing tools to optimize your processes. Here are the top seven you should know:

Email Service Providers (ESP)

One of the most critical email marketing tools you need is an ESP. Some top ESPs are:

  • Constant Contact: This is best for e-commerce email marketing campaigns, thanks to features like automated product recommendations and shoppable emails. Plans start at $20/month.
  • Sendinblue: Sendinblue is best for small businesses running simple email campaigns. It has a rich feature set with a CRM, live chat, and SMS, among others. Plans start at $25/month.
  • Pardot: B2B email campaigns require a platform specifically designed for the B2B buyer journey. Pardot fits the bill perfectly. However, to build high-growth email campaigns with Pardot, be prepared to part with at least $1,250/month.

Deliverability Tools

Email deliverability refers to the ability of an ESP to place emails in your receivers’ inboxes successfully. The wise email marketer will have an email deliverability tester in their toolbox. Here are some of the top ones:

  • MailGenius: MailGenius inspects your emails for possible spam triggers. You can use it to run deliverability tests to ensure your emails reach their intended recipients’ inboxes. MailGenius is a free tool.
  • GlockApps: GlockApps shows your delivery results in real-time, including whether your email landed in the Inbox, Spam folder, Gmail’s Promotional or Social tabs, or if it was never delivered at all. Personal accounts are free, and prices go up from there.

Testing and Tracking

Testing and tracking the campaign performance helps you create optimized iterations of your campaigns. Which email marketing tools are best for testing and tracking?

  • Litmus: You can use Litmus to test and track your emails in traditional web clients and popular mobile devices.

Email Personalization Tools

Take your personalization game beyond just using your recipients’ name by using a personalization tool.

  • Hyperise: When it comes to personalizing email marketing campaigns, no tool does it better than Hyperise. It helps you add dynamic, personalized images to each of your emails, including profile images from social media platforms.

How to Write Email Marketing Copy That Drives Results

Whatever your email marketing goal is, it all hinges on email marketing copy.

How to Write Email Marketing Copy that Drives Results

That’s why you must write yours well. To do that:

Know Your Audience

The first step to crafting compelling email marketing copy is knowing your audience. This will help you better segment your list and create hyper-targeted email copy.

Craft a Hard-to-Ignore Subject Line

The subject line is one of the most important elements of email copy as it helps readers decide whether to open your email. To craft a hard-to-ignore subject line:

  • use keywords
  • make it benefit-driven
  • use active voice
  • personalize as much as possible

Get the Preview Text Right

Email preview text appears immediately below or beside the subject line. Limited to a maximum of 140 characters (email client dependent), it acts as an elevator pitch to convince people to open your email. An optimized preview text is an extension of your subject line and reinforces your value proposition.

Make It Easy to Read

People are busy. That’s why you should write your email copy so it’s easy to read and understand. Do this by:

  • using short sentences and paragraphs
  • avoiding jargon and complicated words
  • using bullet points

If your readers find your emails easy to read, they’ll likely engage with them more.

Leverage Storytelling

Stories are a powerful way to grab attention and get your message across. That’s why you should leverage storytelling in your email copy.

Use Psychology to Your Advantage

Human beings are wired to react in specific ways. Use psychological triggers to direct your readers towards fulfilling your campaign objectives. Examples of such triggers include:

  • fear of missing out (FOMO)
  • color psychology
  • social proof

Used well, these triggers can help you craft email effective copy.

Email Marketing Step 1: Build Your List

Before you can start sending out emails, you need people to send emails to. How do you get started building your list? Start by adding a banner or form to your website simply asking people to subscribe.

Then, follow these tips.

1. Offer An Incentive

Think of email addresses as a currency: you wouldn’t give money away for free, right? Offering an incentive is the simplest way to gather email addresses.

There are many ways you can do this, of course. Some prefer to give something away for free while others simply offer a newsletter or product updates.

For example, the business newsletter Morning Brew offers readers a simple benefit: their fun, interesting updates every morning.

Email Marketing Opt-in Example From Morning Brew

Search Engine Journal uses a small form in their right sidebar offering daily news—they also ask which topics the user is interested in, which helps them send more valuable content.

Email Marketing Opt-in Example From Search Engine Journal

You can also offer a checklist, ebook, white paper, or another downloadable asset. Contests and giveaways are another great way to convince people to share their email addresses.

I can’t tell you which is the right or wrong path for your business, but I can tell you that it’s important to have a clear purpose when asking for an address.

This is where a strong call to action comes into play, and copywriting is super important.

Establish your credibility, explain what the emails are for, and get people interested in receiving them.

Simply posting “enter your email for updates” isn’t going to get anyone excited. Instead, share specifics.

By sharing a specific call to action or benefit to providing their email address, you can get more people to subscribe.

Some common ways to entice people to sign up include:

  • email series
  • free downloads
  • free white papers or eBooks
  • update lists, like new releases and product updates

Whatever that incentive is, make it clear and enticing, and don’t be afraid to promote it.

2. Follow Email Marketing Laws and Regulations

You’ll also want to make sure your emails follow local rules and regulations, including CAN-SPAM and GDPR.

Don’t let all the legalese scare you—just make sure you never buy email lists and consider using double opt-in options so people know what they are getting into. Finally, make it easy for people to unsubscribe.

Email Marketing Step 2: Provide Great Content

Email marketing is all about expectations, and it’s up to you to set them.

If your call to action is strong, and your follow-up is consistent, then you can count on a successful email campaign.

However, if you promise to send one email per week and instead send them daily, then you’re setting yourself up for failure.

On the contrary, if someone is expecting daily updates or critical product updates and you don’t deliver, then they are likely to be just as upset in that case, too.

This is why the first follow-up email is so crucial to the success of your email marketing efforts.

Send an Introduction Email

For example, here’s a basic welcome email from Airbnb to a new host. It explains the basics of the process and what you can expect to receive from Airbnb.

Spotify sends out a similar email that confirms the subscription and lets them know what they can expect.

Spotify Email Marketing Welcome Email Example

Almost all email service providers give you the option to create an automated welcome sequence, so take advantage of it.

The initial follow-up email should be sent immediately as a way to introduce yourself and detail what you plan on doing with your new subscriber’s email address.

It’s better to be long-winded and detailed than it is to be quick and unobtrusive, but if you can pull off quick and concise, then more power to you.

From here, it’s simply a matter of living up to their expectations.

Don’t Pitch Right Away

You’re not running an email list just for the fun of it—you’re there to engage customers and make sales.

Transitioning from an email list that provides tons of free value into a list that pitches a product for money can be a tricky switch to make.

To do it effectively, it’s a good idea to think in advance about your pitching. You don’t want to surprise everyone with a pitch all of the sudden.

You’ll have a much more successful campaign if people expect sales pitches every once in a while.

If you’re going to get in the habit of selling often, try to put yourself in the reader’s shoes.

Ask yourself if your messaging is consistent with the expectations you’ve set. If possible, understand what the customer has shown interest in before, and send similar offers down the line.

Those that send blind offers are far more likely to lose permission to keep doing so.

Again, each business has different needs, and there aren’t any hard and fast rules as to how often you can pitch or provide content.

Just remember that an email list is a permission asset and it’s better to err on the side of caution than to play it loose and reckless.

How to Write a Great Email Newsletter

Let’s talk about the difference between a good newsletter and a bad newsletter.

The first sign that you’ve received a bad newsletter is that you don’t recall ever asking to receive it.

Typically, this happens when a business either fails to maintain a regular email routine or manually adds someone to their list after receiving a business card or personal email.

Make sure everyone remembers you—the best way to do this is not to let your emails lapse for too long. Try to send an email at least once a month, or once a week if you can.

I find the most compelling newsletters are those that do a great job of mixing messaging and updates.

For example, while the email might contain a list of product updates and images, it’s balanced by a personal message or friendly memo.

Use your newsletter as a way to further your relationship with the reader/customer rather than to pitch them.

Save the pitch for unique updates, offers, and announcements.

Use Email Automation Carefully

If you’re just starting out with an email list, it’s easy to imagine you’ll have time to personally respond to every new subscriber.

Once you start getting more than a handful of subscribers, it becomes next to impossible to keep up.

You’ll start to get more and more complex campaigns, and following through with everyone all the time is impossible.

Top marketers seem to do this exact thing. How?

Their secret is email automation.

It automatically sends out emails that you schedule in advance.

By scheduling a set of emails to send in advance, you can prevent “going dark” for any length of time.

Oftentimes, companies plan out a series of emails—ranging from a few days to a few months—that automatically deliver, warming up anyone who signs up for your list.

That way, when you do need to announce a new product or sale, you can count on the fact that they are paying attention.

Since you’ve built up a relationship over several weeks or months, you’re much less likely to annoy your readers.

Email Marketing Step 3: Analytics and Segmentation

Now that you understand the basics behind an effective email campaign, let’s talk about how to take things to the next level.

Specifically, using segmentation and analytics to refine your broadcasts and generate even better results than a basic campaign.

How To Understand Email Analytics

We’ve talked before about the importance of analytics in web copy, and email is no different.

Every email service provider I’ve ever worked with provides complimentary analytics.

Though they’re all important, the three most important are open rate, click-through rate, and unsubscribes. Let’s break down each one and see what there is to learn from it.

First, your open rate explains how many people open your emails. It’s based on a single invisible tracking pixel that loads when someone clicks on your message.

When looking at open rates, it’ll usually tell you how well you’ve built your relationship with readers. Ideally, people are excited to read your emails and open them quickly.

If your open rate is low, it usually means you have a lot of unengaged subscribers. You need to work harder on providing value and managing expectations. Here are a few tips on raising your open rate.

Next, your click-through rate, or CTR, shows how many people clicked on a link (if any) in your email.

If your CTR is low, it means that your message is either not targeted enough, or simply not getting through. In this case, focus on improving your copy.

Finally, your unsubscribe rate tells you how many people have clicked the “unsubscribe” button at the bottom of your email.

If your unsubscribe rate is high in relation to your opt-in rate, then you’ve passed the point of building value and writing good copy… you’ve got some serious work to do.

Essentially you’ve built a sieve and people that sign up eventually leave. If this is you, try to examine when people are leaving and take action based on those leaks.

If they’re leaving after a certain automated email, then re-work it. If they’re leaving after marketing messages, then re-work the way you present offers.

If they’re leaving early on in your email funnel, then you need to fix your original call to action so that it’s in harmony with what you’re sending.

Email analytics are critical because, if you’re paying attention, they’ll give you very specific clues as to what you’re doing wrong.

Of course, the key here is “paying attention.”

How To Segment Your Email Marketing List

If you’re unfamiliar with the term, email segmentation is the practice of splitting up your email list into more targeted groups.

Here are a few ways to segment a larger list:

  • customer list (in comparison to leads who haven’t bought)
  • newsletter subscribers
  • daily email list (in comparison to weekly, bi-weekly, monthly, etc)
  • demographics, such as age, location, or job title
  • interests, such as marketing or sales topics

Just like targeting in paid ads, dividing your list gives you the ability to send more targeted communications.

For example, some customers want both product and sales updates, while others might only want to hear about new versions. Sales team leads might want to hear about a new sales feature but not a new marketing tool.

Plus, you can send specific emails to buyers thanking them for their purchase, like this email from Chrome Industries thanking people for making a purchase.

Email Marketing Thank You Email Example From Chrome Industries

With segmentation, you can send a broadcast only to those that didn’t open your last message (ask them why), or to those that showed interest (a second pitch).

You can also split test messaging amongst different groups to A/B test titles, content, or best practices.

As you can see, segmentation isn’t rocket science, but it is work, which is why most don’t take the time to do it right.

If you do, you’ll immediately separate yourself from the pack.

How Much Is Your Email List Worth?

Your email list is one of your most valuable resources, and if you learn how to treat it right, it will pay for itself many times over.

Over time, you can start tracking how much money people on your list spend on average. This will tell you how much your list is worth.

If a list of 10,000 people usually spends $50,000 on a campaign, and you run two of those campaigns each year, you could average it out and say that each subscriber is worth $10 a year.

When you do the math like that, it is easy to see how losing several hundred subscribers could be dangerous to your bottom line.

Email Marketing FAQs 

What are the benefits of email marketing?

Email marketing can help businesses reach a wider audience, drive sales, recover abandoned carts, and further develop your relationship with your audience.

How do I build an email list?

You can offer a downloadable asset, host a giveaway, or provide a free email course.

What email marketing regulations are there?

CAN-SPAM and GDPR (for Europe) require you to protect user’s privacy and avoid sending emails to purchased lists.

What is email automation?

Email automation allows you to create complex email campaigns that send emails based on actions, such as when a subscriber adds an item to their cart or downloads an asset.

How do I segment my email list?

Use your email tool to split subscribers based on demographics, interests, or customers versus non-customers. Then, send customized messages to each segment.

Email Marketing Conclusion

If you’ve been ignoring email marketing, it’s time to reevaluate your strategy.

Email marketing delivers huge returns for marketers willing to learn how to do it right. It doesn’t have to be too complicated.

First, remember you’re a guest in the inboxes of your subscribers. Your emails are always just one click away from losing their interest forever. Be polite, respectful, and deliver value.

As you get started, you’ll need to ask permission. Of course, it’s the right thing to do. In the era of new data protections, like the EU’s GDPR, it’s also a legal requirement.

You’ll want to follow through with the promises you make. Provide people with what they’ve asked for and email regularly to line up with their expectations.

There’s no formula for boosting email automation. It’s all about what works best for you and your company’s voice and style.

Finally, you can move on to email segmentation and analytics once you’ve mastered the basics. Start sending separate types of emails to different groups of people so you can deliver more useful emails.

What email marketing practices keep your readers engaged?

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EMAIL MARKETING

How to Create an Email Marketing Calendar in 2022

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how-to-create-an-email-marketing-calendar-1

How many batch and blast marketing emails do you get in a day? More importantly, how often do you mark all of them as “read” without actually reading them? 

Naturally, you don’t want to be just another brand that clutters your customers’ inboxes. So how then can you cut through the noise and ultimately increase your open and click-through rates?

There are two things that determine a successful email marketing campaign: consistency and proper segmentation.

This means that you should be able to reach the right audience, at the right time, with the right message. 

One way to ensure this is through an email marketing calendar

With one, you can plan, create, and schedule your emails for the best possible results.

There are many ways to create an email marketing calendar including using spreadsheets or tools specifically designed for planning. 

PromoPrep Email Calendar

Now, let’s talk about how you can create an email marketing calendar.

Be Clear on Your Goals for Your Email Campaigns

The first step to creating an email campaign calendar is to figure out what type of messages you want to share to your customers.

Do you want to:

  • Promote a new product or event?
  • Re-engage your customers?
  • Encourage them to check out items from their abandoned carts?
  • Launch a seasonal campaign tied to an upcoming sale?
  • Send a newsletter or useful content to establish your expertise in the field? 

Identifying your goals can help you tailor a strategy that makes sense to your recipients. From this list, you can then start to plan the kind of emails that you want to send out, and when they will be sent out. 

Determine the frequency of your send-outs for each campaign

Now that you have a list of campaigns that you want to launch through email, you can then plot these on your working calendar. 

For example, if you want to start sending a newsletter, what are the best practices in doing so? Your research might tell you that it is best sent once a month. You can then go ahead and plot this in your calendar. 

You might also want to run a sale monthly. If so, be sure to block out a day in your calendar for send out. 

The idea is to plot these emails on your calendar to give you a visual idea of how your quarter (or perhaps, year) is shaping up. You might notice that some months may be overloaded with emails and some have huge gaps in them. You can then adjust your emails accordingly—both for your subscribers and the marketing team’s benefit. 

Determine Your Segments

The last thing that you want to do is to send emails that are not relevant to your recipients. After all, not everyone is going to be on the same stage in your marketing funnel — so be sure to segment your emails based on where they are in their buyer’s journey.  

You can do this by determining which campaigns you want to send to everyone, and which ones should go to a specific set of people on your list.  Doing this after you have plotted the frequency of your send-outs will also help you determine which segments will be overloaded with emails and which ones aren’t getting enough attention. 

Actionable tip: for every email that you want to send out, be sure to ask yourself who should this email go to and who shouldn’t receive this email. For example, you don’t want to send a welcome series to someone who has been in your mailing list for a long time.

The better you get at organizing your emailing list, the more equipped you can be in providing better value through your content. This will help you send targeted messages to the right people.

Start Writing Down Potential Email Subject Lines

One of the challenges that marketers face when drafting their email content is in writing the subject line. It has to be catchy, relevant and provides the recipient with a sneak peek at what’s inside the email. In other words, it is a pain to write. 

However, it deserves special attention because it will determine whether your email will get opened or not. No matter how much time you’ve spent creating superb content, well-designed graphics, and hard-to-ignore promotions, all of this will be irrelevant if your subject line fails to catch your audience’s attention. 

A component this important should be planned ahead of time. 

Our advice: Come up with a list of your potential subject lines and run them through email subject line testers. Even with these steps, there’s still a possibility that you’ll end up with an entirely different subject line as your content takes shape — but this will help. 

Determine The Type of Content You Want To Share in Every Email

The next thing that you want to do is to determine the content that you want to include in each of your emails. Your task should then include pulling relevant articles from your blog, linking videos from your brand’s channel, and creating graphics for the body of your email. 

All of this should then be saved in a single folder dedicated to every campaign. This eliminates the possibility of sending the wrong graphics or linking the wrong video to your emails. 

Of course, after all, this, be sure to link each specific folder to the right entry in your email marketing calendar.

Finalize the dates and times of your send-outs

Now that you have a solid idea of what you’ll be sending out, who it will be sent to, and what the content of each email will be, it’s time to determine your publish dates and time. 

Be sure to research what the best practices are in sending out emails. For example, you might find out that the best days to send emails are Tuesdays, Wednesdays, and Thursdays. 

Plotting the send-out dates in your calendar lets you or your team manager plot the workflow so each member can be delegated a task with the corresponding deadlines—all in time for the publish date. 

Final Thoughts

Email marketing is all about providing relevant content to the right audience. While there is no single formula that can ensure positive results, coming up with a solid plan and a well-designed email marketing calendar is a good start. 

Just remember that your job as an email marketer does not end after the last email has been sent out. Be sure to constantly monitor each campaign’s performance, employ email A/B testing to improve open rates, and always be prepared to reevaluate and revise your approach. 

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EMAIL MARKETING

10 Tips On Effective Email Marketing For Mobile Apps in 2022

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If you are one of those who thinks email marketing does not work, then you are definitely missing out on a huge market opportunity.

The reason most people conclude email marketing is least relevant is that they aren’t doing it effectively.

An effective email marketing campaign will still produce tremendous results in 2022. It is a good way that top app development companies in the USA can get their messages out to their customers and clients and can also help to strengthen relationships.

There are basically three types of emails; marketing emails, transactional emails, and operational emails.

Marketing emails consist of a newsletter, announcements, sales promotions, and press releases. Companies send these emails to people who want to receive updates from them. These include; clients, affiliates, prospects etc. This is the type of email you get when you subscribe to a website’s newsletter.

Transactional emails are emails that are triggered by a customer’s action or activities. Some examples of transactional emails include welcome messages, registration confirmations, tracking information, sales receipt, invoice etc. Transactional emails have the best chance of being opened as they are trusted emails. They provide an opportunity for more engagement.

Operational emails communicate important information about a business to customers. This includes informing them of holidays closures, service unavailability, maintenance plans etc. This is one of the least successful emails as people tend to skip it quite frequently.

10 Tips On Effective Email Marketing For Mobile Apps in 2022

Below are ten tips for effective email marketing during mobile app development;


1. Building subscriber list:

The first step towards an effective email marketing campaign for mobile apps is building your subscriber list. Of course, who would you promote to if you don’t have any subscribers?

App development companies can encourage sign up by making sure subscriptions forms are available on their homepage and in every other location on their site. Some websites even have sign-up forms that hover over the page and follows the users as they scroll. It is not intrusive, yet it catches attention.

Another effective method of encouraging sign up is by explaining to readers what they stand to gain by subscribing, perhaps a free ebook, or tutorial.


2. Proper targeting:

In order to have an effective email marketing campaign in 2021, you must learn to target your emails to the right recipient.

One of the top reasons why email marketing fails is because mobile app development companies treat all subscribers as the same, hence sending blanket emails.

To have an effective email marketing campaign you must segregate appropriately. This will require you to gather as much data as possible pertaining to your subscribers; their geographical location, their buying habit etc.

This way, you can send your subscribers messages that resonate more with their needs and interest. This makes it more likely for them to take up your offer.


3. Personalization:

Personalizing your emails is also another proven way top app development companies can boost their email marketing campaign.

Rather than sending a generalized email to all your subscribers using the boring “dear reader”, you can replace this with the recipient’s name.

Current emailing software allows users to interchange the generalized address pattern with the recipient’s name. This creates a feeling of camaraderie and trust and increases the chance of your email being opened and read.


4. Keep it simple:

It gets pretty confusing and annoying when you open a webpage and you are bombarded by flashy graphics, huge fonts and some other elements that obstruct the main content of the page.

Most times people just abandon such pages and head to alternative one. In order to prevent irritating their audience and potential customers, top app development companies need to keep their layout as simple as possible.

You should make it look professional. A good number of people often mistake simplicity with being cheap or substandard, and complexity with top-notch. That is far from the truth. The most successful campaigns and websites (Facebook, Google, and Instagram etc.) are built on simplicity and ease of use.


5. A powerful call to action:

There is no point sending dozens of emails if you don’t tell your readers what you want them to do with.

Call-to-action is an important element of a successful email marketing campaign. It is the push that is sometimes needed to turn a reader into a customer.

A call to action can ask customers to make a purchase, to subscribe to a newsletter, click on a link, fill a survey form etc.

Email marketing example from Netflix.


6.Proper formatting:

The manner by which the content of your email is presented also goes a long way in determining the success of your campaign.

Firstly, learn to use catchy titles and engaging opening lines. Your opening lines must be geared at holding and sustaining the attention of your readers.

Your opening paragraphs must be such as to highlight the subject matter of the content. Do not beat around the bush, you will lose your readers before they get to the sweet part.

Also, mobile app developers have to observe proper formatting of their content so as to make them easily readable. This will include using short paragraphs, using keywords and phrases that are relevant to their content, using bullet points to allow their audience be able to skim through their content and identify the key points, using of images to illustrate message etc.


7. Ability to unsubscribe:

This may seem like a point that is a successful email marketing campaign but it is actually beneficial to it.

For some reasons, a subscriber may want to opt out of your mailing list. If they are unable to or they find extremely difficult to, they may flag your email as spam and this will cause you problems down the line.


8. Ensure it is mobile friendly:

We are in the age of smartphones where the majority of users access the web via their phones than on their desktops.

Therefore, to have a successful email marketing campaign top app development companies must ensure that their emails are mobile friendly.

They must be able to open on mobile without any of the elements of the email missing. One way to confirm how mobile friendly your emails are is to subscribe to your newsletter and then view it on your smartphone.

mobile-friendly-websites


9. Test:

Before you send out emails ensure that you test and double check your message. Make sure all the properties and links to the email are working properly.

You should also check it on different platforms and on a variety of mobile devices. For a more efficient testing, you can utilize tools like Litmus. This tool tests and provides screenshots of your email as it would appear on different email platforms.

It is bad practice to send mass email without testing. If there is any major error this could damage the credibility of your brand tremendously.


10. Monitor your data:

For an effective email marketing campaign to promote your mobile app, it is important that you monitor your data. Take note of how many of your subscribers actually opened their emails and how many carried out the expected action. Other information such as time of day people opened the messages is also equally important.

You can also read more about personalization of mobile app and evolution of app design articles to learn more about.

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How Does Storytelling Work And Why It Should Be Used In E-Mailing

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How Does Storytelling Work And Why It Should Be Used In E-Mailing

We tell each other stories all the time: at family dinners, at friendly parties, during office lunches, sharing photos on social media, shooting dozens of stories a day. And this information sits much more firmly in our heads than just the facts.

Because when we read stories, our brain uses not only the language part of the brain, which converts words into meanings but also the parts of the brain that deal with emotions. We imagine taste, smell, color, and movement by combining what we’ve heard with our own personal experiences.

What is storytelling, where does it come from and where is it used

Storytelling is a method of conveying information in the form of a story in order to engage the listener’s sensory and emotional experience.

It is the emotional connection to the brand and the company that determines the audience’s affection and trust. And a story is a great way to start this attachment. Storytelling is more than simply that. Any story resolves a conflict, “does irreparable good”, or solves a problem.

How storytelling works

Our brain only engages the left hemisphere when we hear boring facts. Stories include the right hemisphere, which generates images, pictures, emotions. It is a chemical reaction that produces oxytocin, which creates the trust necessary for the success of any deal. When you bring in the emotional connection created by the story, the client doesn’t need to be persuaded.

Commercial storytelling serves several functions.

  • Propaganda
  • Unification
  • Communication
  • Influence

Propaganda

Stories have the power to inspire, persuade, and convince. They have the potential to be long-lasting and drive others to do useful things. In early 2017, Nike, for example, promoted women’s freedom of choice in sports.

Unification

Stories help to shape a project’s, brand’s, and/or company’s culture and establish a common identity. Lego came up with a cute commercial, utilizing a sketch from one family’s life to demonstrate how to bring together customers and a company that creates cubes, after which parents stop walking barefoot in the house.

Communication

Stories inspire trust, and trust is the key to understanding. The greater the understanding, the more effective the communications that lead to the goal.

Influence

Stories inspire and build credibility. Steve Jobs was a brilliant entrepreneur, inventor, and industrial designer, as everyone knew. And when he gave his famous Stanford speech, the world recognized him as a wise man in whom one believes unconditionally.

Features of commercial stories

To build storytelling into a company’s marketing, you need to:

  • formulate the purpose of the story;
  • be client-oriented;
  • use the “situation-problem-solution” scheme;
  • show the audience the value of the brand;
  • if possible, use a story to engage the audience or make the client a full participant in it.

How to tell stories that people will believe

You don’t have to be a talented storyteller, creative research paper writer, or director to come up with a story. It is enough to take a plot, phenomenon, or event that really changed your life or the life of someone around you.

Stories can tell:

  • about the creation of the product;
  • about working with clients;
  • about successes and failures;
  • directly about the product;
  • about the company;
  • about anything in general, directly or indirectly related to your business.

Ways to tell a story

Marketers don’t just tell stories with text or video. It can be comics, cards, offline speeches, podcasts, other formats for presenting content, and even multimedia. The main thing is to follow the algorithm.

Storytelling algorithm

Analysis of the target audience for storytelling

True, but marketers and other associated professionals frequently overlook this step, despite the fact that any marketing activities, whether launching an ad campaign or implementing a new product, begins with research on the target audience.

Before telling a story to readers or listeners, you should assess their prior experiences and listening skills. After that, bet on the ones who are more loyal and receptive.

The main idea of storytelling

In marketing, a commercial story catches the user’s attention and establishes an emotional link to the brand, resulting in trust and leading the customer to take a specific action.

When starting to build storytelling in a company, a marketer should keep in mind that there is a story behind every fact. It begins the moment a fact is discovered, and its impact on the further course of events is obvious. This fact becomes important to a certain audience when it somehow affects the context of that audience.

Choosing a hero for storytelling

The stories that a company tells about its job or product are dependent on the client’s context – their life, habits, and interests – rather than the company itself. The main character could be the client’s image or the image of the relative (mother, spouse, child). It could also be a pet, a household object, or another familiar object.

The character is usually drawn from a living person, and the audience thinks, “Oh, this is what my mother would do, and this is what my friend would say”. The character must be completely understood in order for you to know exactly how he would act in a certain situation – for this, you must fully develop the character.

Choosing the plot

It’s not so much about the story itself in commercial storytelling as it is about the advantage the story will give. It is critical in marketing to demonstrate how the brand can solve the customer’s problem.

That’s why storytellers base their stories on the product’s usefulness to the customer. The basis of the story is usually as follows: the hero encounters a problem and solves it with the help of the company’s product.

Storytelling in email marketing

Companies that launch mailing lists often use numbers and a simple listing of facts, and don’t want to scatter the attention of subscribers. They think, if people have already opened the letter, let them get the “maximum benefit”. But why do they need this, if trust in the company has not yet been formed? And trust cannot arise without emotion.

Stories in letters that aren’t just numbers and facts, but also include a plot, characters, and emotional attachment, can affect readings, establish a relationship between the subscriber and the brand, and involve to use of the product.

Most consumers have already developed banner blindness and don’t notice the standard advertising in newsletters, but they are not yet accustomed to letters with stories. That’s why such emails draw attention to themselves.

Features of email storytelling

Content story emails are usually lengthy, but if your story holds the reader’s attention from the beginning, the recipient is more likely to finish the email and possibly take targeted action.

Important: storytelling in a letter begins with the subject and the preheader. No matter how exciting the story is in the letter, it may not be opened at all if the headline is boring.

Storytelling techniques in emails

You can tell stories in letters in the following ways:

  • Blog article announcements as standalone stories.
  • A short story that leads to a targeted action.
  • Letter from the blog editor.
  • Stories in article previewsю
  • Quotes and stories from the brand’s customersю
  • Stories with a brand mascot.
  • Cases.
  • Comics.

You can also include videos in mailings, tell jokes in letters, start a series of letters, conclude each letter with an intrigue – so the reader expects the next one, and use a variety of formats (text + photos + video) in your mailings.

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