As we know, email is a crucial channel to communicate with clients — it’s extremely popular as there are almost 4 billion email users worldwide. Its cost is really affordable which makes emailing a great solution for any business, from small to major companies. Therefore, we should use this opportunity to grow our business.
The first step most newcomers might have taken is searching for free email newsletter templates. And this is a good idea.
But how are you going to design this emails? And whom are you going to send these emails to? There are a few steps you should do prior to working on the very email.
What do we need first when starting an email marketing campaign? Right, we need contacts to send our messages to. That’s why we have to build a database as this is the backbone of our business and all email marketing campaigns. But how to motivate people to sign up?
The best practice is adding subscription forms to websites or social networks’ accounts. But the chances are this form itself is not enough, because today Internet users see hundreds of invitations to get registered with a website and eventually they receive tons of promo emails in their inboxes. So how can you get noticed among competitors?
Yeah, prospects are waiting for real profit for sharing their email addresses with you. Give them something! Offer visitors a gift for subscription, grab their interest with free shipping or motivate with free helpful content. You can also make experiments with the subscription form’s location and design.
Once your customers have ticked all checkboxes and gave you their consent, you are to send them a subscription confirmation form right away!
Lamborghini, for example, sends this email:
Then, your customers are to receive a good welcome email. In this email, first of all, you are to thank your subscribers for joining your contact base.
And also in this email, you are to tell them how to get a present from you if you promised them one.
Important: never buy contact base. First of all, to stay a law-obedient brand, secondly to have active contact base that is really interested in receiving your products and news.
Once our contact base is collected, we now need to segment our email list into groups. One of the key reasons why recipients unsubscribe or even mark your emails as spam is lack of emails personalization. People really hate to receive the standard, faceless messages with irrelevant content. Segment your database to run effective and successful email marketing campaigns. Questionnaires and surveys help get to know clients better.
Gender, age, interests, preferences, geographical location — everything matters!
Please be advised that email design depends on the target audience, so pay maximum attention to this.
3. Email template creation
So you have a database — maybe not too rich, but don’t worry — it will grow day by day.
Now we need to create impress new subscribers with unique email marketing campaigns. Two factors are capable of doing this:
- value offer — to persuade readers to buy from you;
- email design — to make emails interesting to readers.
Value offer does depend on your brand and your intentions. While email design will help us put it in a beautiful wrapping.
First of all, you will need to choose a good HTML email template builder.
When designing an email, you should consider the following:
- email template size — recommended width is 600px, while the length totally depends on your preferences;
- stay brand consistent — stick to brand design;
(Brighton email newsletter — same color, same logo, same logo location, same menu)
- images — use only high-quality photos. Compress them in order not to make emails heavy;
- include interactive elements if you please — as they are the trend #1 for 2018;
- repetitive CTA buttons — all emails have the main idea and are focused mainly on one offer (product item). If this be the case, don’t hesitate to repeat your CTA all over the email — this improves CTOR;
- responsive web design — as long as 54% of emails are opened on mobile devices, you need to make sure that the emails you send out are totally responsive.
More details on the email design you may find here. Make sure to get acknowledged with them prior to launching email marketing campaigns.
4. The unsubscribe link
In Western Europe and the USA, it’s illegal to run an email campaign without “Unsubscribe” option. The fine is $16,000 per email address in the USA, and up to €20,000,000 per campaign. Sounds scary, doesn’t it?
This is a very useful trick, btw. As those recipients who are no longer interested in your newsletters will simply unsubscribe. But when they do not find this link, they may just report your email as spam.
Sounds a bit strange but it’s true 😉
The unsubscribe link example by McDonald’s.
5. Subject lines
Email subject is the first thing customers face when you reach them out to. Make them descriptive, informative, straight; in some cases, controversial subject lines drive great results.
Prior to sending emails out, check your subject line with Phrasee Pheelings. This tool will show you how effective your subject line is.
6. Measuring results
Everything is done. Your emails received their emails, some read your emails, some even clicked the links (CTA buttons) to shop with you. Now you need to measure these results. How? A good ESP will provide you with a detailed report on open-rates and click-rates.
In addition to the aforementioned points, we would like to say — the most important thing here is your creativity, email relevance. What else? Right, you need to set goals prior to starting an email marketing campaign — and especially if this is your first one. Think about every detail and measure every metrics of your campaigns.
May all your email marketing campaigns be catchy and successful!
- Basic Elements of Email Marketing
- Get People to Receive and Open Your Marketing Emails
- How to Improve Effectiveness of Email Marketing
- Tips for Writing Effective Emails
- How Effective are Your Email Campaigns?