To meet a tight deadline while still producing effective e-mail marketing campaigns, you must strike a balance between strategy and execution. You can do many things to ensure that your email is the best it can be, so finding the sweet spot isn’t just a game of chance.
To help you get started with e-mail marketing, they’ve put up this beginner’s Email Marketing guide that includes everything you need to know, including:
- Setup of easy-to-edit email layouts
- Editing and formatting of email messages
- Making confident that unsubscribe groups have been set up
- Determining the best time to deliver your e-mail marketing communications
- measuring the degree to which recipients are engaged and other key performance indicators
When you first start learning about e-mail marketing, it may seem like there are a lot of steps to remember, but as you become more familiar with the process and workflow, creating compelling campaigns will become second nature to you.
1. Establish specific objectives that can be measured
Knowing what you want to accomplish with each email campaign to plan your email marketing strategy is essential. Whether you’re aiming to increase sales through e-mail marketing or increase email engagement, you need to answer this question: Sending re-engagement emails may also be worth a shot if you’re looking to declutter your email marketing list.
Set (and record) your goals after determining the “why” of your e-mail marketing campaign. The following are some examples of straightforward email marketing objectives that are also easy to track:
• Increase your open rate by a quarter in the next six months
• Track the people who sign up for your product or service through your email campaign to increase your conversion rates.
With each campaign that incorporates winning aspects, conduct a new A/B test.
The SMART principle states that your objective should be “specific,” “measurable,” “achievable,” “relevant,” and “time-bound.” Keeping track of your program’s progress is easier when you have a clear picture of what you want to achieve.
Stakeholders should be aligned on the aims and duties of the project.
Reach out to anybody who will be engaged in your e-mail marketing campaign process on a regular or tangential basis. Determine specific ownership points in advance so that there are no surprises down the line.
2. Make use of pre-made email templates or build from scratch
Decide whether you will create each email campaign from scratch or use pre-made, customizable email templates in the next phase of your e-mail marketing strategy. The usage of email templates might save you time and money if you can’t develop a campaign from the start every time you need an email sent. In addition to purchasing, downloading, or creating your email templates, you may also collaborate with an email designer and developer to accomplish so. Using a template can make your job as an email marketer lot more accessible, no matter what you decide.
Do not worry about making your email templates complicated or elegant. The more sophisticated your designs are, the more likely it is that your receivers will be confused and that the most crucial parts of your email will not be given the attention they deserve.
The header and footer and how much white space you utilize throughout your email template are all things to keep in mind when you design your email.
A consistent experience for your receiver may be achieved through the header and footer of an email. The title and footer might include links to your social media accounts, your company’s physical location, and an unsubscribe option for your subscribers.
• Whitespace: The word “whitespace” refers to the region of your email that is devoid of any text or photos. To assist your receivers focus more on the content of your emails, your email templates must have some whitespace. Email designs may rapidly become overloaded with too many components if they rely on too little white space.
With Design Editor and Code Editor, you can quickly create attractive, responsive emails that get results. Whether you prefer visual design or coding, marketing and transactional emails may be adjusted to reflect your company’s branding.
3. The email copy should be intriguing to the recipient
To be successful as an email copywriter, you need to put in the effort and commit the resources necessary. To make the project appear more manageable, break it into smaller, more manageable pieces. Before a recipient opens your email, the following content is displayed:
Sender, subject line, and preview text—what an array
A compelling subject line, preview text, and email sender go a long way toward getting a recipient to open your email. Here are a few tips for each component:
Stop using a no-reply in your emails!
• Sender name: This results in a generic and unwelcome experience for your recipients, who are less inclined to open it. Do several “friendly from” tests here and see if your brand name is visible in the subject line of your emails.
The subject line is your recipient’s initial point of contact. Therefore you must pay close attention to it! 67% of people in the United States say that email subject lines have a significant or moderate impact on whether or not they open an email. For your receivers to know what to anticipate from your email, you need more than just a few characters in your subject line. Some of our most delicate subject lines have been included here for your inspiration!
• Preview text: You can include more information in your email’s preview text if it doesn’t fit in the subject line. It is a terrific way of delivering more information to the receiver before opening your letter. Because most ESPs will use your email copy if you don’t specify the preview text, you’ll want to make the most of this space.
4. To avoid ending up in the spam bin, adhere to email regulations
Email marketing can be attractive and exciting, yet some receivers may no longer wish to receive them. Subscribers come and leave, so don’t take it personally. Even if you want to retain individuals on your lists, it is against the law to make it difficult for them to opt-out of receiving your communications. The CAN-SPAM legislation in the United States mandates that e-mail marketing efforts offer a precise mechanism for users to opt out. Adding a clear “Click here to unsubscribe” link at the bottom of every marketing email you send will guarantee that you comply.
5. Remove subscribers who aren’t responding to your emails from your list
Bigger doesn’t always equate to better in every situation. An email marketing campaign’s success isn’t guaranteed because you have a large subscriber base, mainly if that subscriber base consists of inactive users. Regularly “scrubbing” your email list, which means eliminating non-engaging email addresses, is integral to maintaining proper email list hygiene.
6. Refine and send your e-mail marketing campaign
To avoid sending an email with errors, evaluate a pre-send email checklist before pressing the send button. The last read-through of your email might help you catch any spelling and language mistakes and broken or wrong links, or browser differences.
You might also ask a coworker for help. Test your email by sending it to a trusted colleague and asking them to examine the text, links, and layout.
It’s time to send or schedule your campaigns once your email has been thoroughly checked. Is it better to send it right away or schedule it for later? If you have a large portion of your audience in a specific location, you’ll want to plan your email for a time when they’re most likely to open and respond. Are you unsure which option is ideal for your company’s image? A/B testing is an excellent method for determining this.
An A/B test may be used to discover the most effective time to deliver a message by sending it to half your recipients at one time and the other half at a different time (say, 3 PM). Compare your statistics to figure out which send time had the highest open or click rates—once you have your winner, you can continue to test additional send times and eventually hit your sweet spot of sending engagement. Keep in mind that to do good A/B testing, you must only try one variable at a time. This way, you can be positive that the tested variable influenced your findings.
Your e-mail marketing initiatives will be more effective and efficient if you have a lot of hands-on expertise with them. The actions listed above will help your campaigns succeed, even if they seem daunting. Try new things, challenge your preconceptions, and push the boundaries of your creativity. Scaling your program is easier when you know what connects with your audience and can offer essential messages time and time again.