Great Email Content Drives Great Engagement

You're fairly brand-new to email marketing. You know the fundamentals, and you've currently fired off a few internal tests through your shiny brand-new marketing automation platform. Now all you need is to develop and release a brilliant email engagement method that produces immediate and continual outcomes.


The very first action in an effective method is to produce compelling content that reaches the inbox, produces opens, and drives engagement through clicks and conversions. In the beginning, this can feel like a complicated mystery-- but by following these basic steps, you can increase your knowledge in short order, modify and optimize your efforts, and leverage e-mail marketing as the centerpiece of a brilliant customer experience.

Plan Ahead - It Starts With Strategy.

Firstly, you must collect all relevant stakeholders to determine what you're hoping to achieve. Every element of your method (from your subject line to your signature) must operate in unison towards your specified objectives and objectives at every phase of the consumer journey as you assist them through a well-manicured funnel.

Next, you require to plot how every e-mail you craft will suit that strategy. Every customer needs to represent a specific buyer personality who is at a different stage in their getting journey. So, you require to make sure that every e-mail you send is customized for and targeted to a pertinent grouping of customers. More significantly, each of these e-mails should be focused on convincing your subscribers to engage with your interactions and transform into a qualified lead.

Your Tone Is Important!

Craft your e-mail so that it sticks out. Get along, and attempt to prevent lingo or tired language. Research studies show personalization can significantly increase click-through rates, so make your email as relevant as possible. With Act-On, you can leverage our easy-to-use customization functions to take advantage of the market and behavioral insights you gather and import.

And of course, never ever ignore the subject line-- or take it gently. The subject line is among the most important elements of any email, as it's your very first and finest hope of luring the recipient to engage with your content. Therefore, it needs to always be clear and succinct; you have about 3 seconds to capture your readers' attention, so take advantage of it by communicating the who, what, where, when, why, and how of what's within. You can likewise add humor with a smart turn of expression or intrigue with an engaging fact. And given that research suggests that the ideal character length for effective e-mail subject lines is 41, keep it short.

Usually, the very best proof is already in our inbox. If you're uncertain what works best, consider which emails you're most likely to open and which you're probably to overlook (or, worse yet, send to the Spam folder), and go from there.

Match the Subject With the Body.

Immediate and long-lasting engagement is built on trust and clarity, so the body of your emails should reflect the subject lines. If your subject line states one thing, but the body talks about something completely various, you risk destructive your relationship with your subscribers who may then unsubscribe from your communications or place your e-mails in the Spam folder. Construct trust with your customers early to encourage further engagement, which will strengthen your e-mail reputation-- in turn creating more e-mail inboxing and engagement.

Express the Value of Your Offerings and Content Clearly.

You have an important service or product that you take pride in and wish to show your potential customers and consumers, but how do you encourage them of the worth of your offerings (particularly when compared to your rivals)? For starters, you have to grab their attention quickly-- and after that mesmerize them throughout the body of your e-mail. To do so, tell your audience exactly who you are, why they're getting your email, and what you have to state within the very first paragraph. If you want to embed images, make certain they don't confuse the concern or trigger any problems with readability. And when it pertains to color, iconography, and other style components, maintain brand consistency so that your emails are quickly identifiable.

Empower Your Audience to Take Action.

Most notably, you need to maintain control of that engagement. Be concise and remain concentrated on the message with direct language free of any filler or fluff. Provide important information that is simple to soak up and make sure your call-to-action(CTA) is strong, commanding, and easy to recognize-- even to (and especially for )somebody who rapidly scans your email. If contacts are interested, they need to know where to click nearly right away.

Prepare for Spam Filters.

Every organization configures its spam filters distinctively and can obstruct an email due to even the tiniest information. You know that your e-mail is valuable which you're sending out to contacts who are seriously interested in what you need to say and provide. So, follow these tips to ensure that your emails hit the inbox on time, whenever.

  • All of your internal links work and result in sites protected with SSL
  • The image-to-text ratio is balanced and every image contains alt-text
  • The email renders properly on both desktop and mobile
  • The e-mail has no emojis in the subject line and body content
  • The subject line does not consist of "red flag" words for Spam filters-- such as "purchase," "free," or "fantastic offer"

Finally, modify and proof every e-mail and send out internal tests for quality guarantee and precision. Send each communication to a coworker for a 2nd viewpoint and thoroughly think about any suggestions they might have.

Français

UN GRAND CONTENU DE COURRIEL POUR UN GRAND ENGAGEMENT

UN GRAND CONTENU DE COURRIEL POUR UN GRAND ENGAGEMENT

Vous êtes assez nouveau dans le marketing par e-mail. Vous connaissez les principes fondamentaux et vous avez actuellement lancé quelques tests internes via votre toute nouvelle plateforme d'automatisation du marketing. Il ne vous reste plus qu'à développer et publier une méthode d'engagement par e-mail brillante qui produit des résultats immédiats et continus.

La toute première action d'une méthode de marketing par e-mail efficace consiste à produire un contenu convaincant qui atteint la boîte de réception, génère des ouvertures et stimule l'engagement via des clics et des conversions. Au début, cela peut sembler un mystère compliqué - mais en suivant ces étapes de base, vous pouvez augmenter vos connaissances en peu de temps, modifier et optimiser vos efforts et tirer parti du marketing par e-mail comme pièce maîtresse d'une expérience client brillante.

Planifiez à l'avance - Cela commence par la stratégie.

Tout d'abord, vous devez rassembler toutes les parties prenantes concernées pour déterminer ce que vous espérez réaliser. Chaque élément de votre méthode de marketing par e-mail (de votre ligne d'objet à votre signature) doit fonctionner à l'unisson pour atteindre vos objectifs et objectifs spécifiés à chaque étape du parcours du consommateur lorsque vous les aidez à travers un entonnoir bien entretenu.

Ensuite, vous devez tracer la façon dont chaque e-mail que vous créez correspondra à cette stratégie. Chaque client doit représenter une personnalité d'acheteur spécifique qui se trouve à un stade différent de son parcours d'achat. Vous devez donc vous assurer que chaque e-mail que vous envoyez est personnalisé et ciblé sur un groupe de clients pertinent. Plus important encore, chacun de ces e-mails doit viser à convaincre vos abonnés de s'engager dans vos interactions et de se transformer en prospect qualifié.

Votre ton est important!

Rédigez votre e-mail de manière à ce qu'il ressorte. Entendez-vous et essayez d'éviter le jargon ou le langage fatigué. Des études de recherche montrent que la personnalisation peut augmenter considérablement les taux de clics, alors rendez votre e-mail aussi pertinent que possible. Avec Act-On, vous pouvez tirer parti de nos fonctions de personnalisation faciles à utiliser pour tirer parti du marché et des informations comportementales que vous collectez et importez.

Et bien sûr, n'ignorez jamais la ligne d'objet - ou prenez-la doucement. La ligne d'objet fait partie des éléments les plus importants de tout e-mail, car c'est votre tout premier et meilleur espoir d'inciter le destinataire à interagir avec votre contenu. Par conséquent, il doit toujours être clair et succinct; vous avez environ 3 secondes pour capter l'attention de vos lecteurs, alors profitez-en en communiquant le qui, quoi, où, quand, pourquoi et comment de ce qu'il y a à l'intérieur. Vous pouvez également ajouter de l'humour avec une expression intelligente ou une intrigue avec un fait engageant. Et étant donné que les recherches suggèrent que la longueur de caractère idéale pour des lignes d'objet d'e-mail efficaces est de 41, soyez bref.

Habituellement, la meilleure preuve se trouve déjà dans notre boîte de réception. Si vous ne savez pas ce qui fonctionne le mieux, considérez les e-mails que vous êtes le plus susceptible d'ouvrir et ceux que vous risquez d'ignorer (ou, pire encore, d'envoyer dans le dossier Spam), et partez de là.

Faites correspondre le sujet avec le corps.

L'engagement immédiat et durable repose sur la confiance et la clarté, de sorte que le corps de vos e-mails doit refléter les lignes d'objet. Si votre ligne d'objet indique une chose, mais que le corps parle de quelque chose de complètement différent, vous risquez de détruire votre relation avec vos abonnés qui peuvent alors se désabonner de vos communications ou placer vos e-mails dans le dossier Spam. Construisez rapidement la confiance avec vos clients pour encourager un engagement supplémentaire, ce qui renforcera votre réputation de messagerie électronique, créant ainsi plus de boîte de réception et d'engagement.

Exprimez clairement la valeur de vos offres et de votre contenu.

Vous avez un service ou un produit important dont vous êtes fier et que vous souhaitez montrer à vos clients et consommateurs potentiels, mais comment les incitez-vous à reconnaître la valeur de vos offres (en particulier par rapport à vos concurrents)? Pour commencer, vous devez attirer leur attention rapidement - et ensuite les hypnotiser dans tout le corps de votre e-mail. Pour ce faire, dites à votre public qui vous êtes exactement, pourquoi il reçoit votre e-mail et ce que vous devez indiquer dans le tout premier paragraphe. Si vous souhaitez intégrer des images, assurez-vous qu'elles ne confondent pas le problème ou ne provoquent aucun problème de lisibilité. Et lorsqu'il s'agit de couleurs, d'iconographie et d'autres éléments de style, maintenez la cohérence de la marque afin que vos e-mails soient rapidement identifiables.

Donnez à votre public les moyens d'agir.

Plus particulièrement, vous devez garder le contrôle de cet engagement. Soyez concis et restez concentré sur le message avec un langage direct exempt de toute charge ou peluche. Fournissez des informations importantes qui sont simples à absorber et assurez-vous que votre appel à l'action (CTA) est solide, imposant et facile à reconnaître, même à (et surtout pour) quelqu'un qui analyse rapidement votre courrier électronique. Si les contacts sont intéressés, ils doivent savoir où cliquer presque tout de suite.

Préparez-vous aux filtres anti-spam.

Chaque organisation configure ses filtres anti-spam de manière distincte et peut bloquer un e-mail en raison des informations les plus infimes. Vous savez que votre e-mail est précieux que vous envoyez à des contacts qui sont sérieusement intéressés par ce que vous devez dire et fournir. Alors, suivez ces conseils pour vous assurer que vos e-mails arrivent dans la boîte de réception à temps, à tout moment.

Tous vos liens internes fonctionnent et aboutissent à des sites protégés avec SSL

Le rapport image / texte est équilibré et chaque image contient du texte alternatif

L'e-mail s'affiche correctement sur le bureau et le mobile

L'e-mail n'a pas d'emojis dans la ligne d'objet et le contenu du corps

La ligne d'objet ne contient pas de mots "drapeau rouge" pour les filtres anti-spam, tels que "achat", "gratuit" ou "offre fantastique"

Enfin, modifiez et vérifiez chaque e-mail et envoyez des tests internes pour garantir la qualité et la précision. Envoyez chaque communication à un collègue pour un deuxième point de vue et réfléchissez soigneusement à toutes les suggestions qu'ils pourraient avoir.

Español

GRAN CONTENIDO DE CORREO ELECTRÓNICO PARA UN GRAN COMPROMISO

Eres bastante nuevo en el marketing por correo electrónico. Conoce los fundamentos y actualmente ha realizado algunas pruebas internas a través de su nueva plataforma de automatización de marketing. Ahora todo lo que queda es desarrollar y publicar un método brillante de interacción por correo electrónico que produzca resultados inmediatos y continuos.

La primera acción de un método eficaz de marketing por correo electrónico es producir contenido atractivo que llegue a la bandeja de entrada, genere aperturas e impulse la participación a través de clics y conversiones. Al principio puede parecer un misterio complicado, pero al seguir estos pasos básicos puede aumentar sus conocimientos en poco tiempo, modificar y optimizar sus esfuerzos y aprovechar el marketing por correo electrónico como la pieza central de la experiencia del cliente. brillante.

Planifique con anticipación: comienza con la estrategia.

Primero, debe reunir a todas las partes interesadas relevantes para determinar lo que espera lograr. Cada elemento de su método de marketing por correo electrónico (desde su línea de asunto hasta su firma) debe funcionar al unísono para lograr sus metas y objetivos específicos en cada etapa del recorrido del consumidor cuando los ayuda a través de un embudo. Bien conservado.

A continuación, debe trazar cómo cada correo electrónico que cree coincidirá con esa estrategia. Cada cliente debe representar una personalidad de comprador específica que se encuentra en una etapa diferente en su viaje de compra. Por lo tanto, debe asegurarse de que cada correo electrónico que envíe sea personalizado y dirigido a un grupo de clientes relevante. Lo más importante es que cada uno de estos correos electrónicos debe tener como objetivo convencer a sus suscriptores de participar en sus interacciones y convertirse en un prospecto calificado.

¡Tu tono es importante!

Escribe tu correo electrónico para que se destaque. Llevese bien y trate de evitar la jerga o el lenguaje cansado. Los estudios de investigación muestran que la personalización puede aumentar drásticamente las tasas de clics, así que haga que su correo electrónico sea lo más relevante posible. Con Act-On, puede aprovechar nuestras funciones de personalización fáciles de usar para aprovechar el mercado y los conocimientos de comportamiento que recopila e importa.

Y, por supuesto, nunca ignore el asunto ni se lo tome con calma. La línea de asunto es uno de los elementos más importantes de cualquier correo electrónico porque es su primera y mejor esperanza para lograr que el destinatario se involucre con su contenido. Por lo tanto, siempre debe ser claro y conciso; tienes unos 3 segundos para captar la atención de tus lectores, así que aprovéchalo comunicando quién, qué, dónde, cuándo, por qué y cómo de lo que hay dentro. También puede agregar humor con una expresión inteligente o una trama con un hecho atractivo. Y dado que la investigación sugiere que la longitud ideal de caracteres para líneas de asunto de correo electrónico efectivas es 41, sea breve.

Por lo general, la mejor prueba ya está en nuestra bandeja de entrada. Si no está seguro de qué funciona mejor, considere qué correos electrónicos es más probable que abra y cuáles podría ignorar (o, peor aún, enviar a la carpeta Spam) y listo. del.

Empareja el sujeto con el cuerpo.

El compromiso inmediato y duradero se basa en la confianza y la claridad, por lo que el cuerpo de sus correos electrónicos debe reflejar las líneas de asunto. Si su línea de asunto dice una cosa, pero el cuerpo habla de algo completamente diferente, corre el riesgo de destruir su relación con sus suscriptores, quienes luego pueden darse de baja de sus comunicaciones o poner sus correos electrónicos en la carpeta Spam. Genere confianza rápidamente con sus clientes para fomentar un compromiso adicional, lo que aumentará la reputación de su correo electrónico, creando más bandeja de entrada y compromiso.

Exprese claramente el valor de sus ofertas y contenido.

Tiene un servicio o producto importante del que está orgulloso y desea mostrar a sus clientes y consumidores potenciales, pero ¿cómo logra que reconozcan el valor de sus ofertas (especialmente en relación con su competencia)? Para empezar, debe captar su atención rápidamente y luego hipnotizarlos por todo el cuerpo de su correo electrónico. Para hacer esto, dígale a su audiencia exactamente quién es usted, por qué están recibiendo su correo electrónico y qué necesita indicar en el primer párrafo. Si desea incrustar imágenes, asegúrese de que no confundan el problema ni causen problemas de legibilidad. Y cuando se trata de colores, iconografía y otros elementos de estilo, mantenga la consistencia de la marca para que sus correos electrónicos sean rápidamente identificables.

Capacite a su audiencia para que actúe.

En particular, debe mantener el control de este compromiso. Sea conciso y manténgase enfocado en el mensaje con un lenguaje sencillo libre de cualquier relleno o pelusa. Proporcione información importante que sea fácil de absorber y asegúrese de que su llamado a la acción (CTA) sea sólido, imponente y fácil de reconocer, incluso para (y especialmente para) alguien que escanea rápidamente su correo electrónico. Si los contactos están interesados, deberían saber dónde hacer clic casi de inmediato.

Prepárese para los filtros de spam.

Cada organización configura sus filtros de correo no deseado por separado y puede bloquear un correo electrónico debido a la más mínima información. Usted sabe que su correo electrónico es valioso ya que lo envía a contactos que están seriamente interesados en qué decir y entregar. Por lo tanto, siga estos consejos para asegurarse de que sus correos electrónicos lleguen a su bandeja de entrada a tiempo, todo el tiempo.

Todos sus enlaces internos funcionan y conducen a sitios protegidos con SSL.

La relación de imagen a texto está equilibrada y cada imagen contiene texto alternativo

El correo electrónico se muestra correctamente en computadoras de escritorio y dispositivos móviles

El correo electrónico no tiene emojis en el asunto ni en el cuerpo.

La línea de asunto no contiene palabras de "bandera roja" para los filtros de spam, como "comprar", "gratis" u "oferta fantástica".

Finalmente, edite y verifique cada correo electrónico y envíe pruebas internas para garantizar la calidad y precisión. Envíe cada comunicación a un colega para que tenga una segunda perspectiva y piense detenidamente sobre cualquier sugerencia que pueda tener.

welcome everyone
00:03
this is Rob Sanders with simply learned
00:05
and welcome today we're gonna talk about
00:08
tutorial so buckle up
00:12
and let's get started with email
00:15
marketing tutorial and so let's start
00:17
out asking the question why email
00:19
marketing so Linda is the owner of an
00:23
e-commerce company and basically she
00:26
isn't able to take Hurley's lead she's
00:29
collecting per day per month and convert
00:32
them into customers
00:33
okay so customers sign up but they don't
00:36
buy her product so she's left scratching
00:38
her head wondering what to do so how's
00:41
she gonna solve the problem of
00:43
converting the lead she gets into paying
00:46
customers
00:47
well look no further than email mark so
00:51
you can boost your sales funnel with the
00:53
help of so email
00:56
marketing leads to email campaigns that
00:59
lead to website visits that can lead to
01:01
product purchasing email markings also
01:05
and a it's a very good way to generate a
01:08
high return on investment so Linda
01:12
thinks this is too good to be true
01:14
you're telling me it's a very efficient
01:17
way to generate a return on my
01:21
investment
01:21
how expensive is email marketing well
01:25
email marketing is neither expensive or
01:28
time-consuming that's the beauty of
01:31
email marketing and so Linda is now very
01:35
interested we've piqued her interest she
01:38
wants us to explain email marketing to
01:42
her in detail and that's exactly what
01:45
we're going to do we're going to talk
01:48
about email marketing in detail so for
01:51
everyone out there listening what's in
01:54
it for you why are you going to invest
01:56
your time and listening to simply learn
01:59
and me talk about me email marketing
02:01
because we're gonna talk about
02:02
everything there is about email
02:04
marketing in today's webinar so what is
02:07
it for those that aren't really familiar
02:08
with the intricacies of email marketing
02:11
we're gonna talk about how to set up
02:13
email marketing we're gonna discuss all
02:15
the benefits of email marketing we're
02:18
gonna get into AV testing we're gonna
02:20
get into the automation of emails the
02:23
types of emails how to engage new users
02:25
and we're gonna give you a demo so
02:27
there's a lot going on in this webinar
02:29
like I said buckle up and let's get
02:31
started and talk about what is email
02:34
marketing so as I mentioned to Linda
02:38
it's an efficient way to convert leads
02:40
into sales why because we can send
02:42
personalized emails to a specific
02:45
audience a targeted audience if
02:47
somebody's interested in our products we
02:50
can reach out to them via email it can
02:52
also be used to remarket pre-qualified
02:55
leads so anybody who's pre-qualified we
02:58
can go ahead and communicate with them
03:00
as well so email markings are very
03:02
effective at different stages in the
03:05
phone okay so when I say funnel customer
03:08
lifecycle so we have awareness
03:10
consideration purchase retention and
03:12
advocacy okay so let's talk about each
03:15
one of these parts of the funnel or
03:18
customer lifecycle if you will so let's
03:20
start with awareness at the very top so
03:22
email marketing allows customers to
03:24
recognize their problems after which you
03:27
can educate them on how your brand can
03:29
solve them okay just like any other
03:32
marketing channel somebody's looking for
03:35
something in need of something we can
03:37
come to the rescue in this case we're
03:38
gonna come to the rescue
03:40
with email and we can go ahead and
03:42
educate them on what their need is and
03:45
how we can collaborate with them help
03:48
them educate them solve their problems
03:51
with our product okay so that's what
03:53
emails going today we're gonna
03:55
communicate with them via email and
03:56
we're gonna bring awareness to the
03:59
problem by solving the problem that's
04:01
what email is good for okay good for
04:03
generating awareness for our brand for
04:06
example we can share a newsletter with
04:08
our customers so we're running a
04:11
cosmetics company we can basically
04:13
educate them on the five important skin
04:15
care products that everyone should have
04:17
okay so we can get them to click on the
04:19
call-to-action to learn more so
04:21
somebody's having some skin care
04:23
issues or not sure what products to buy
04:27
you know an email can cover that okay
04:29
the next step in the customer lifecycle
04:32
is consideration so customers focused on
04:34
searching for relevant products and
04:37
compares the products with similar ones
04:39
okay so they're definitely looking there
04:42
a little further in the process they're
04:44
educated they know what they're looking
04:45
for so we can really hit them with the
04:48
right email we can send a relevant email
04:51
to promote our product okay discover
04:53
that perfect moisturizer for your skin
04:56
and perfect skin moisturizer smooth
04:59
hydrates and contains SPF 20 so we got
05:02
the perfect product for that person
05:05
who's further along the funnel and
05:07
really is ready to purchase that product
05:10
so we can hit that person up with the
05:12
perfect messaging to talk about purchase
05:14
the next step in the lifecycle well
05:17
purchase well with purchase we can send
05:19
an email that encourages that customer
05:21
purchase our product by offering them
05:24
something okay by giving an offer for
05:26
example we can give a discount discounts
05:29
always tend to work so that moisturizer
05:32
that that particular customer was
05:34
considering buying well they can move
05:37
from consideration to purchasing because
05:40
we're gonna offer them a discount they
05:42
can't refuse yeah so you know it could
05:44
beat for a specific date okay it could
05:47
be you know something that's going to
05:48
get them excited to buy the product 20%
05:51
off a moisturizers pretty good deal and
05:54
especially if that percentage off is
05:57
better than the other products that were
05:59
considering buying so getting somebody
06:01
that extra incentive to purchase the
06:03
product goes a long way via email okay
06:06
we want to take that next step in the
06:09
lifecycle and nurture our relationship
06:11
with customers to ensure they're loyal
06:14
okay if they've already purchased how do
06:16
we get them purchase again that's
06:17
retention we want to retain our
06:19
customers we want to get them back to
06:22
buy the same product or similar products
06:24
or completely different products in
06:26
inventory so what do we do we're gonna
06:28
send an email we're gonna see in the
06:30
email to active customers okay we're
06:32
gonna give them an offer just for them
06:35
exclusively just for the
06:37
in this example we're gonna give them a
06:40
combo pack a facial kit at just $39 and
06:43
get a sunscreen worth $10 for free so
06:47
you can come up with all sorts of
06:49
different combinations on offers he is
06:52
the offer is exclusively just for those
06:55
who you want to target and retain as
06:58
customers because if you just get
07:00
somebody to purchase once it's not going
07:02
to work those people have already taken
07:04
the that step in the relationship where
07:06
they trust your product they purchase
07:08
your product now you want to go ahead
07:10
and treat that customer special by
07:13
giving them an exclusive offer then what
07:15
we want to do is advocacy last step in
07:18
that customer lifestyle we want to
07:20
convert that active customer into brand
07:23
advocates okay we want that customer to
07:25
talk about our brand for us we want them
07:28
to promote it and talk about it with
07:29
your friends so for example we want to
07:32
send an email to those customers to
07:34
promote our products okay so for example
07:36
we could say hey the sales of our
07:39
products for this particular day or for
07:41
this month is going to go to our
07:43
favorite nonprofit could be educating
07:46
poor children or cleaning up plastic in
07:48
the ocean or saving animals we want to
07:51
be able to get them to speak on our
07:54
behalf and say look guys this is a
07:56
really good company you know they're
07:58
offering me products exclusively they've
08:01
offered me discounts in the past they
08:03
have good products they have a lot of
08:04
different products and on top of all
08:06
that they help they help the environment
08:09
they help the needy okay they care and
08:12
so we can go ahead and provide a call to
08:16
action for these customers that are
08:18
loyal to our brand and have them share
08:21
the email with their friends to spread
08:23
the word on you know what we're trying
08:25
to accomplish for our nonprofit or if
08:28
anything just get them to promote it
08:30
maybe give them a discount for every
08:33
friend that they get to buy our product
08:35
okay it doesn't have to necessarily be
08:37
you know just sharing with friends it
08:39
can be that extra incentive a giving
08:42
them a discount if they do share with
08:43
friends and their friends bye okay so
08:45
this is the customer lifecycle and
08:49
examples of different emails that you
08:50
can use at every step along the way in
08:53
the lifecycle so let's talk about email
08:56
marketing setup so email marketing setup
08:59
we have a series of steps that we need
09:01
to go through in order to get our email
09:04
setup to go ahead and send out to our
09:07
target audience and that first step is
09:10
we want to identify that target audience
09:11
and create segments so if you've taken
09:14
some of my and listened to some of my
09:16
webinars in the past about Google
09:18
Analytics about Google Ads
09:21
we talked about segmenting so it's about
09:24
targeting a specific audience that's
09:26
what segmenting is taking a piece of the
09:28
whole so we don't want to email all
09:30
users on our list all customers maybe we
09:34
want to target a specific segment okay
09:36
so we want to be able to identify that
09:38
segment who is that segment is it
09:40
somebody who or a group of people or you
09:44
know a partial list of our customers who
09:46
purchase a specific product I would say
09:49
so
09:50
versus say our entire list of customers
09:52
because our entire list of customers can
09:54
purchase a number of different products
09:57
and so by targeting a specific segment
09:59
of our audience or our customer base we
10:02
can hone in on the message so if they
10:05
all have something in common like they
10:07
all bought that moisturizer then we can
10:10
go ahead and be specific with our
10:12
messaging then we want to create
10:13
campaigns and set an appropriate
10:16
call-to-action okay so what is it that
10:18
we want to say to these these people
10:20
this segment of users then once you
10:23
create that campaign and and set up the
10:25
messaging and call to action we want to
10:28
test the email before we actually click
10:30
send this is a very important step test
10:33
that email before we sent and then when
10:37
we send the campaigns immediately or we
10:40
can schedule a time so my advice here is
10:44
always schedule a time you want to be
10:46
able to figure out the best time to send
10:50
that email and then once the email sent
10:52
whenever that is you want to be able to
10:54
analyze performance and there are some
10:57
key metrics now you want to hone in on
10:59
when we talk about email
11:00
Marketing and some of those are open
11:03
rates click-through rates
11:04
okay response rate okay so we want to be
11:07
able to hone in on certain key metrics
11:10
when it comes to emails so here's what
11:12
we need to do create our list I had
11:14
contact store list create our campaign
11:17
okay we want to select the list choose a
11:19
format modify the template and then send
11:22
the email campaign so these are some
11:24
basic checklist that you want to do so
11:26
let me give you an example and go to
11:28
MailChimp so if I'm in MailChimp
11:30
basically I'm gonna create a campaign
11:33
okay so it's an email that I'm going to
11:37
work with and you can see with MailChimp
11:38
I have some some examples here regular
11:41
automated plain text or a/b test I want
11:45
to do a regular email I'm just gonna
11:47
call it test and then I'm gonna click
11:49
begin okay so we want to add our
11:52
recipients who are we gonna have so
11:55
we're gonna choose our audience okay so
11:58
we're just gonna choose a sample test
12:00
for now okay we can personalize the to
12:04
field if we want okay so what do we want
12:06
to do we want to call people by their
12:08
first name their last name the first and
12:10
last name where we can customize it just
12:12
go with first name to keep it a little
12:13
bit personal yeah then we have the
12:16
subject line here so it's all about
12:17
messaging right so whoever we're
12:20
targeting we want to be able to add a
12:22
message so we're just gonna say and and
12:25
subject line is very key here so you
12:28
want to have a subject line that's
12:30
really going to resonate with your
12:31
audience so whoever that segment
12:33
audience is we want to make sure that
12:36
the subject line is going to resonate
12:37
with with them so that they can open up
12:39
that email okay so we'll just say have
12:43
any good day we can make it better just
12:46
as an example something that's gonna be
12:48
attention-grabbing if you will you'd
12:51
always tweak the subject line in fact my
12:54
advice is always do a/b testing on the
12:57
subject line so you can do two different
12:59
subject lines with one email to figure
13:02
out which one has better open rates and
13:04
then with MailChimp we can go ahead and
13:06
design the content of our email so we're
13:08
gonna click design email okay we can
13:11
select a template we have
13:13
save templates already okay or we can go
13:17
with a theme so MailChimp has a lot of
13:20
good offers now there's a lot of
13:22
different email platforms out there I
13:24
particularly like MailChimp because of
13:27
this very feature they have a lot of
13:29
good themes here a lot of different
13:31
layouts that you can use okay so you
13:34
know we're going to showcase that
13:35
product okay and that's the template
13:38
we're gonna use here so here we go we're
13:40
gonna showcase our product we're gonna
13:42
add that photo of our product here and
13:44
we're gonna go ahead and put some nice
13:47
messaging in here with some nice
13:49
call-to-action we can put our logo up
13:51
here for branding again we can edit the
13:54
content here so based on that segmented
13:57
list in this example for Linda's company
14:00
maybe she wants to target those folks
14:02
who bought her moisturizer before her
14:05
face moisturizer and she wants to
14:07
retarget them she wants to go ahead and
14:09
say hey you guys have bought my product
14:11
before check out this new face
14:14
moisturizer that we have to offer so
14:16
whatever the case is you want to be able
14:17
to plan that out ahead of time you want
14:19
to be able to plan out who your audience
14:21
is you want to plan out your messaging
14:23
and you want to go ahead and set up the
14:26
messaging based on that audience so once
14:29
you have the messaging in place
14:31
well while you're more or less ready to
14:33
go okay so once you get the content all
14:36
set up you could schedule that campaign
14:40
okay and you can also add a social post
14:44
to your campaign so we can share that
14:46
information on social so email
14:49
integrates nicely with social media so
14:52
again that's that's pretty much what you
14:54
need to do here you need to really think
14:57
about who it is you want to target
14:59
choose those recipients okay customize
15:03
it and make it personal create a good
15:06
subject line in fact create two subject
15:08
lines and then align that content with
15:11
that audience okay that's that's really
15:13
the checklist here so again we look at
15:15
this checklist creating our list who do
15:17
we want to send the email to so we added
15:19
our contacts to the list we set up the
15:22
campaign we selected the list we chose
15:25
the format we modified it
15:27
with a good subject line with some good
15:29
messaging and then we're gonna schedule
15:31
that email campaign so that's the
15:34
checklist to go off okay so remember
15:37
identify target audience and create
15:39
segments then you create that campaign
15:42
and in our case we did set an
15:44
appropriate call to action you know get
15:46
shopping basically we want people to
15:49
shop our new moisturizer key thing here
15:51
is before we send it out we want to test
15:54
that email once everything looks good
15:56
we're going to I would advise schedule
15:59
it but you can always send the email
16:00
when you're ready
16:01
I would schedule it at the appropriate
16:03
time and day okay so in this case you
16:06
don't want to send an email out on a
16:07
Friday afternoon okay when people are
16:10
getting ready for the weekend you
16:11
certainly don't want to send an email
16:13
out over the weekend because you're not
16:15
gonna have many people look and open it
16:17
and you probably don't want to send the
16:19
email out on a Monday morning when most
16:21
people are getting into the office from
16:23
a long weekend and catching up on emails
16:26
so from my experience you know Tuesday
16:29
Wednesday depending on your time zone I
16:33
would always say you know late morning
16:35
or early afternoon tends to be a good
16:37
time but that's why we have performance
16:40
that's why we can analyze performance we
16:42
want to be able to see what the open
16:44
rates are on the click-through rates are
16:45
so that we can make adjustments for
16:47
future emails so let's talk about some
16:50
of those metrics and when you do send
16:52
that email you know we're gonna look at
16:53
that open right so open rate is the
16:55
percentage of the total number of
16:57
recipients who open an email so okay so
17:00
if we basically you know sent it to X
17:04
amount of people - those emails that are
17:07
bounced so let's just say you know we
17:10
sent it to 102 people okay for
17:13
simplicity sake two of those emails
17:16
bounced okay so that means that we've
17:18
had a hundred net 100 emails that
17:21
receive the email and let's just say 75
17:24
open the email okay we wrote such a good
17:26
subject line that they opened it okay
17:29
that's 75 percent that's a 75% open
17:32
that's how you measure
17:34
right click-through rate okay so if they
17:36
open it we hope that they click on
17:38
something and so for all of those emails
17:41
that were delivered okay in this case a
17:43
hundred how many actually did click on
17:46
our call to action so let's just say
17:48
seventy-five opened it out of the
17:51
hundred that's a seventy-five percent
17:52
open rate but of the hundred that
17:54
actually were delivered let's just say
17:57
we had 25 that actually clicked on the
18:01
call to action and so that's 25 percent
18:03
okay and so you want to be able to
18:06
measure not only who opens it but who
18:08
clicks on the call to action so that's
18:10
click-through rate for email marketing
18:12
and then response rate so it's the
18:14
percentage of the total recipients who
18:17
clicked on a link of your email campaign
18:19
and actually completed the action so in
18:21
our example we're trying to get people
18:24
to click on the shopping call to action
18:26
and get them to purchase so we sent 100
18:29
emails and out of the 25 who actually
18:32
clicked we add 10 who actually took
18:36
action and purchase so 10 divided by a
18:38
100 is 10% so you have open rate
18:42
click-through rate and response rate
18:43
those are some key metrics for email
18:45
marketing okay the first step is you got
18:48
to get people to open it that's where
18:49
the subject line is so important
18:51
click there wait that's where the
18:53
messaging and call-to-action is so
18:55
important we want to get people to click
18:57
on that call to action and then the
18:58
response rate we want them to buy so
19:00
those are our three key metrics related
19:03
to email marketing so let's take a look
19:06
at an example if we go back to our email
19:09
marketing platform MailChimp in this
19:11
example we're gonna take a look at some
19:14
reports so most email marketing
19:16
platforms have reporting functionality
19:19
built in and so in this case what we
19:21
want to do is we want to be able to take
19:23
a look at the open ranked click-through
19:25
rates of the emails that have been sent
19:27
out previously so here we could see our
19:30
April email coupon versus Tolle's promo
19:33
okay so we've had basically you know
19:36
opens and clicks so 14 percent open rate
19:40
1.4 percent click-through rate so the
19:43
March email that went out did a little
19:46
bit better 19
19:47
open two and a half percent on the
19:49
click-through rate so here we could see
19:52
how many people actually were sent how
19:55
many open it and how many clicks so this
19:57
is MailChimp makes it very easy for us
19:59
to measure you know open and click rates
20:02
and then we can measure by revenue as
20:04
well based on the campaign so that's
20:09
measuring the response rate so it's all
20:11
built in so most email marketing
20:14
platforms have open right and click rate
20:17
already built into the functionality so
20:20
you can measure those two metrics
20:22
against any email so let's talk about
20:24
the benefits of email marketing so what
20:28
are some of the benefits well we've
20:30
already mentioned to Linda that it's
20:32
cost effective it's time saving
20:35
real-time marketing less intrusive
20:37
builds credibility increases visibility
20:40
and brand awareness and it's an easy way
20:43
to track ROI these are all the benefits
20:46
for email marketing and we're gonna go
20:48
talk about some of these now
20:49
so basically when we talk about cost
20:52
effective you know some email marketing
20:54
platforms charge based on the number of
20:58
users who you send the email to time
21:01
saving well you saw how quick it took me
21:03
to set up that email campaign the key is
21:06
figuring out who you want to send it to
21:08
and we talked about real-time marketing
21:10
you know we're sending this email out
21:12
basically in real time trying to meet
21:16
our customers needs
21:17
at the right time it's less intrusive
21:20
because we can customize the emails okay
21:23
we can as you saw I can put first name
21:25
in there to make it more personal so
21:28
when something is more personal it's
21:29
less intrusive especially if it's a
21:32
segment that he knows your brand ok
21:34
builds credibility a we gain credibility
21:36
when we offer exclusive offers to repeat
21:40
customers or you know try and build
21:42
advocacy by working with nonprofits ok
21:45
and increases visibility and brand
21:47
awareness why because you know we could
21:49
send our email out to a large group of
21:52
people and that's a good way to generate
21:56
brand awareness and as you saw we can
21:59
easily measure
22:00
not only open rates click rates but ROI
22:03
so how many people from that email went
22:06
on and purchased so we can measure that
22:08
it's very easy to measure email so let's
22:10
move into a be testing so a/b testing is
22:14
key to email marketing okay so any email
22:18
marketing gaining high open rates and
22:20
click through rates will result in more
22:22
website visitors and sales okay in
22:25
theory that's what's supposed to happen
22:27
we get more opens we get more people to
22:29
click we get more people to click we're
22:31
gonna get more people to purchase okay
22:33
but it's not as easy as it sounds so how
22:37
do we make that possible well we're
22:39
gonna do that via a/b testing I've
22:42
already mentioned it when I setup my
22:44
example campaign in MailChimp I stressed
22:47
and stressed and stressed that we need
22:50
to have 2 subject lines go out per email
22:53
okay so before I stress that again let
22:56
me just reiterate what AV testing is an
22:59
a/b testing is a method to analyze which
23:01
of the two email campaign strategies
23:03
most effective in terms of high open
23:06
rates and click rates okay so in this
23:08
case an a/b testing you can send out two
23:10
emails you can send out two subject
23:12
lines you can send out two call to
23:13
actions you're just really what you're
23:15
doing is you're testing one against the
23:18
other
23:18
that's what a/b testing is and so in my
23:21
example I talked about that subject line
23:23
so for better results a B testing can be
23:26
done with the subject line can also be
23:28
done with the email content so the
23:31
subject line impacts the open rate okay
23:33
so I wrote a subject line I don't even
23:35
know how that subject line is gonna
23:37
perform but if I write a second subject
23:39
line then I'll be able to basically give
23:43
myself a better chance of getting a
23:45
better open rate because I'm offering up
23:47
two different subject lines
23:50
likewise for email content so the
23:52
subject line and email content are the
23:54
most important elements so we want to be
23:56
able to test them if they're interesting
23:58
intriguing attention-grabbing
24:01
then it's gonna in the case of subject
24:03
lines a result in open rates if the
24:06
content itself is interesting engaging a
24:09
good offer good call to action then the
24:12
click rates are going to be
24:13
increased so we want to be able to serve
24:15
up variations for our audience so we
24:19
want to consider an example of an a/b
24:21
test where Linda has set up two
24:23
variations of the email campaign as an
24:26
example so she's gonna send two
24:28
different subject lines to test which
24:30
one generates more open rates because
24:33
that's what subject line a be testing is
24:35
gonna do one of them is gonna have a
24:37
higher open rate okay
24:38
so in our example here Linda sends
24:41
version a of the email to 50% of the
24:45
recipients with the subject line three
24:48
important strategies to increase your
24:50
open rate well version B which is sent
24:52
to the other 50% has the subject line
24:55
three important strategies to increase
24:58
your open rate so the only difference
25:00
here is three and three the number three
25:03
spelled out well because she sent out
25:06
two different subject lines she's gonna
25:08
now be able to measure the success of
25:11
that a/b test and it just so happens
25:14
version a has a higher open rate numbers
25:17
always tend to work in subject lines by
25:19
the way so Linda sends version a of the
25:22
email to 50 percent of the recipients 80
25:26
dollars today but ninety dollars
25:28
tomorrow and version B to the remaining
25:30
50 percent eighty dollars today ninety
25:33
dollars tomorrow and the only really
25:35
succinct difference here is using the
25:38
word but versus a comma and she sent
25:41
that email out and that email went out
25:43
and the data's coming in and she's gonna
25:45
measure the success of that eighty test
25:48
well version B has the higher open rate
25:51
you know we want to be short succinct
25:53
and stay away from those conjugations
25:56
like but it tends to have a negative
25:58
connotation so the shorter more direct
26:02
email or subject line eighty dollars
26:04
today 90 tomorrow not so passive more
26:07
direct and that tend to have the higher
26:09
open rate so you always want to test
26:11
those subject lines to generate high
26:14
open rates another example here
26:16
version a again gets 50 percent with the
26:19
subject line uh-oh your prescription is
26:22
expiring version B your prescription is
26:26
expiring
26:27
you folks listen to this webinar right
26:28
now I wonder which one you think will
26:32
perform go ahead and put your comments
26:34
right below this video I'm curious what
26:36
version of the subject line you would
26:38
open so let's go ahead and measure the
26:41
success of the a/b test she sent the
26:44
email out to different subject lines 50%
26:47
got one subject line the other 50% got
26:50
the other subject line and it just so
26:52
happens version a uh-oh your
26:55
prescription is expiring there's a
26:57
little bit of a you know personalization
27:00
to that you know for me your
27:02
prescription is expiring seems to be a
27:04
little bit more you know command ish hey
27:07
your ascriptions expired so we expect
27:10
you to purchase where you have a little
27:12
uh Oh in front it's like hey you know I
27:15
think your prescriptions expiring maybe
27:18
you should think about renewing it okay
27:20
I think that's how that's interpreted at
27:22
least that's how I interpret it so I
27:24
would probably go ahead and click on
27:26
that email and with that subject line so
27:28
you could see subtle differences in the
27:31
subject lines make a big difference in
27:34
open rates so in order to keep improving
27:36
those open rates you need to continue
27:39
and not continue should always do
27:42
subject line testing always because one
27:45
subject line is always gonna have a
27:48
better open rate than the other so
27:50
always do a/b testing when it comes to
27:52
subject lines and email content for that
27:55
matter okay so we're always going to do
27:58
continuous a/b testing so with
28:00
continuous a/b testing we can test very
28:03
various elements of the email case so
28:05
you can always test the sender's name
28:06
the subject line the copy that call to
28:09
action the design the imagery there's a
28:12
lot of different elements you can test
28:14
with emails for example centers name
28:17
okay so you want to personalize it as
28:21
much as you can okay you don't want to
28:23
do a no will reply you want it to come
28:26
from a human being in this case Sam okay
28:28
at least that's what I think let's see
28:31
what the test States no surprise version
28:34
a has
28:36
I are open right if you customize these
28:38
things and personalize them then it goes
28:40
a long way sending an email from a no
28:42
reply is not a good best practice let's
28:46
talk about the subject line again so we
28:50
got a webinar increase your email open
28:52
rates webinar increase your email open
28:55
rates so the webinar is dynamic on
28:58
version a okay so we're sending that out
29:01
and because it's dynamic that's going to
29:04
you know beat out the static webinar
29:07
increase your email open rates a lot
29:09
more elements we can test here so for
29:12
example the email copy so learn some
29:15
easy ways to increase your email open
29:17
rates join us on May 10th 2009 teen 7:00
29:20
p.m. for an interactive discussion with
29:22
our experts
29:23
well version B is more personalized to
29:26
say message but we're actually
29:29
addressing someone specific in this case
29:32
Rachel so we can measure the success of
29:35
the a/b test but it's no surprise that
29:38
anything that's customized that comes
29:41
from somebody
29:41
a name you know--with a dynamic email
29:45
subject line is going to perform better
29:47
it's gonna increase open rates and it's
29:50
gonna increase click rates so we can
29:53
also test that call to action the
29:55
difference here is coloring save my seat
29:58
yellow versus save my seat blue again go
30:01
ahead and play along here if you're
30:04
watching this go ahead and add a comment
30:06
and just see if you're right is you
30:08
think it's blue or you think it's yellow
30:10
on the call-to-action color does go a
30:12
long way in email marketing so let's
30:15
measure the success of this a/b test and
30:18
it just so happens yellow is going to
30:21
perform better why does yellow perform
30:22
better than blue what's more positive
30:25
plus it it kind of resonates a little
30:27
bit stronger and easier okay it stands
30:30
out a little bit better it's not as
30:32
passed Ali and dull as this shade of
30:34
blue we're using so you can see here
30:36
we're testing every bit of the elements
30:39
of the email anything from the from to
30:42
the subject line to
30:44
the message to the call-to-action and so
30:47
at the end of the day you know you want
30:48
to be able to send out the best email
30:52
that's gonna give you the best results
30:54
so we're gonna send that out the
30:56
entirety of the email and we could see
30:58
version a looks a lot better and why
31:00
does version a look a lot better in this
31:02
example because look at the font size is
31:05
a little bit bigger version B font size
31:08
small are harder to read that's another
31:10
thing you can test larger fonts tend to
31:13
do a little bit better now you don't
31:14
want to go overboard and have them you
31:16
know 48 points or 50 points or plus you
31:20
know 14 versus 12 goes a long way we can
31:23
continue testing we can test imagery you
31:26
can see here we have a hand aligned with
31:29
the call-to-action they just look
31:31
different that's all version a has one
31:33
type of hand version B is the other type
31:36
of hand aligned with the call-to-action
31:37
let's go ahead and send out that test
31:41
and see what works well version B works
31:43
why the hand stands out a little bit
31:46
more clear it doesn't blend in with the
31:48
call-to-action so you can see we're
31:50
testing different elements here and
31:52
we're always improving and adding to
31:55
what's working so we started out with a
31:58
no reply versus somebody's name then we
32:01
move to a subject line then we move to
32:04
personalization then we move to you know
32:07
call-to-action then we move to an
32:10
increase font meaning the design and
32:12
then we're out in imagery so we're
32:14
constantly improving the email with each
32:17
test eventually you're gonna get to a
32:19
point where you know the email is gonna
32:22
be good and you're gonna just continue
32:23
to test different options on it to
32:26
continue to increase open rates click
32:29
rates and response rates final output
32:32
looks like this again that personalized
32:34
email response from Sam versus no reply
32:38
you know we got a nice dynamic subject
32:41
line got a personalized the email to
32:43
Rachel with larger font okay we got a
32:46
nice call-to-action that stands out with
32:49
a nice image to accompany that
32:51
so we've tested all these different
32:53
elements this is the bad
32:55
combination based on everything we test
32:57
it so when we get that email to go this
33:00
is what its gonna look like in the
33:02
future but guess what we're not gonna
33:04
stop testing so we can continue to test
33:07
those subject lines continue to test the
33:09
messaging continue to test the email
33:11
design continue to test different call
33:13
to actions continue to test different
33:15
images you're never going to stop
33:17
testing with email marketing
33:19
okay so let's switch over to how to
33:22
optimize the subject line subject line
33:24
is such a key component to email
33:27
marketing so as we showed you in the
33:30
last segment we tested a subject line
33:32
and we used a number the number three
33:34
versus three spelled out just so happens
33:37
that numbers tend to do a little bit
33:40
better they're shorter easier to read
33:42
and they resonate better so including
33:45
number in your subject line you can
33:46
include an emoji in your subject line
33:48
you emails come a long way emojis aren't
33:51
just social media-based
33:53
you can use emojis in subject lines I
33:56
highly recommend it you know I just sat
33:58
out on an email last month with the
34:00
subject line about you know spring
34:02
showers bring May flowers and guess what
34:05
emoji I had in that subject line a
34:07
flower okay may sound cheesy but it goes
34:10
a long way so according to Experian
34:13
subject lines with emojis can increase
34:16
open rates by 45% people resonate with
34:19
emojis especially if they're positive
34:21
emojis okay so we want to personalize
34:24
those subject lines for better open rate
34:26
okay I see personalized don't be so
34:29
stale remember that subject line we
34:31
tested uh-oh he's putting uh-oh in there
34:34
made it sound like we actually cared it
34:36
was a little bit personal it wasn't so
34:39
personal we weren't dressing a specific
34:40
person but one little word goes a long
34:44
way in a subject line because when
34:46
people get emails and they read emails
34:49
and a lot of people are inundated with
34:51
emails the subject line is what they're
34:53
reading first and just by personalizing
34:55
it adding a number add an emoji I'm just
34:59
making it positive and easier to read
35:00
they're likely to open
35:02
so personalized email messages can
35:05
improve click-through rate and open
35:07
rates as well so you want to personalize
35:09
your email as much as you can
35:11
whether that be from the from field to
35:14
putting that person's name in the
35:15
salutation so personalize subject lines
35:18
have been found to increase open rates
35:20
by up to 50 percent so don't come across
35:23
as spammy come across as you know who
35:27
your audience is and you're talking to
35:28
them and then you want to prefer title
35:31
case subject lines so title face subject
35:34
lines for example when I say title case
35:36
Game of Thrones is my favorite show
35:39
every initial letter in that title is
35:43
capitalized okay you can go with the
35:45
sentence case Game of Thrones is my
35:47
favorite show it doesn't stand out as
35:49
much of course if you go at lowercase it
35:51
definitely doesn't stand out it looks a
35:53
literate and somebody's probably not
35:55
gonna open it so you always go with that
35:57
title case the every initial letter gets
36:01
capitalized so how to optimize that
36:03
subject line well watch the length of
36:05
your subject line you want to be
36:07
conscious of character counts so 17 to
36:11
24 characters you want to keep it short
36:14
succinct and to the point but
36:17
personalized with an emoji with initial
36:19
caps on each word to make it stand out
36:22
but you have to do that within Sony 217
36:25
and 24 characters so according to
36:27
campaign monitor the ideal length of a
36:30
subject line is up to 24 characters and
36:32
they're more likely to boost those email
36:34
rates okay so keep it short
36:37
make it impactful make it personalized
36:39
like I mentioned before if you get too
36:41
long then it may get cut off and it may
36:44
not have the same impact as something
36:47
shorter so that's why we always
36:49
recommend keeping it up to about 24
36:51
characters okay if you go over by a
36:53
couple characters not the end of the
36:55
world but try and stay within that range
36:57
develop a sense of urgency okay so when
37:00
we say sense of urgency we mean sense of
37:03
urgency meaning if that coupons gonna
37:05
expire you want to let people know it's
37:08
going to expire that day or the next day
37:10
within a few days okay so you can use
37:13
things like hurry up or limit offer or
37:16
limited stock or offer expires on okay
37:19
so add a bit of sense of urgency I mean
37:22
sky is not falling here but if that
37:24
coupons expiring at the end of the week
37:27
you probably want to mention something
37:29
to the effect of hey offers expiring or
37:32
hurry up so let's talk about optimizing
37:35
your email content so we focused a lot
37:38
on subject lines let's talk about the
37:40
email content itself so some ways to
37:43
optimize email content are we want to
37:46
send the content that is relevant to
37:49
customer expectations so content needs
37:52
to match that expectation we want to use
37:54
bullet points to make the content
37:56
readable we want to follow logical
37:58
structure we want to use compelling
38:00
imagery and for design emails with
38:03
responsive designs and what we mean by
38:05
responsive design is hey most people are
38:08
gonna be checking that email on their
38:10
mobile phone okay so make sure when you
38:13
design the email it's also going to be
38:17
good not just on desktop but on tablet
38:20
and mobile as well and then of course
38:22
SCO's without saying but avoid
38:25
grammatical mistakes go ahead and spell
38:27
checked it and that's why we put an
38:29
emphasis on testing your email before
38:32
you actually send it and when you
38:33
actually send an email test email don't
38:36
send it to yourself send it to
38:38
colleagues you know send it to another
38:40
group a fresh set of eyes a fresh set of
38:43
issac it's going to be able to pick out
38:45
that misspelled word that you overlooked
38:48
so I can't stress the sending of the
38:51
test email because it's going to be able
38:53
to you know in a way ensure that you're
38:57
doing everything on this list in
38:58
addition to grammatical mistakes you
39:00
know the person who's receiving your
39:02
test email your colleague at work may be
39:04
looking at that email on their mobile
39:06
phone and if it doesn't look good to
39:08
them they're gonna let you know some
39:10
other ways to optimize email content
39:12
personalization so we did that on the
39:15
a/b testing you always want to
39:17
personalize it question is hey do I use
39:19
first name do I use first and last name
39:22
well guess why you can test
39:23
but you want to personalize it okay you
39:25
want to choose the right fonts and
39:27
colors for your email so when we were
39:30
going through some examples on testing
39:32
you know I always tend to go a little
39:35
bit larger on the font you could play
39:38
around with it I don't think you should
39:40
probably use white lettering on a black
39:42
background that just is not very good or
39:46
best practice but go ahead and try it if
39:49
you want you can always play around and
39:52
test these but you want to choose
39:53
something that's really gonna resonate
39:55
with the recipient of the email okay you
39:58
want to build a rapport with customers
40:00
by sharing insights they value for
40:03
example the beginning of this webinar we
40:05
talked about advocacy we talked about
40:07
you know sharing with them some of the
40:09
nonprofits that we work with as a
40:12
company okay if we have a you know
40:15
cosmetics company and we have different
40:18
products like moisturizers and facial
40:20
creams we mase wanna state that hey we
40:24
don't use any animals in the testing of
40:26
these products you know we're Pro animal
40:28
we're not you know we're not gonna use
40:30
animals in the testing of our products
40:32
and that probably resonates with a lot
40:35
of your customers so you want to bet go
40:37
ahead and build a rapport with those
40:38
customers by sharing those insights and
40:41
use recipient names yeah you always want
40:44
to personalize it then add a clear
40:46
call-to-action at the end you always
40:48
want to have that call-to-action
40:49
regardless of what the email is hey it
40:52
could be just a simple read more or hey
40:55
donate you know it doesn't have to
40:56
always be so hardcore in terms of hey
40:59
purchase our products I could be a
41:01
turn-off especially if you're sending
41:02
the emails out once a week to your
41:04
customer base they're constantly
41:07
hammering them with by now by now by now
41:10
they're gonna get turned off so you want
41:12
to mix up the call to actions and that
41:14
goes back to the very first step and
41:16
what kind of email are you gonna send
41:18
out and who are you gonna send it to so
41:19
you have to align those two but somebody
41:22
who doesn't even know who your brand is
41:23
you're not going to put a call to action
41:26
of by now you're probably gonna say hey
41:28
check us out we have some cool stuff for
41:31
you okay let's talk about automating
41:32
email email automation so triggered
41:35
emails are
41:36
sent to customers based on an event date
41:39
or user behavior okay so when we say an
41:42
event could be a special occasion like
41:44
Mother's Day okay it could be a date
41:46
like a birthday or anniversary or a
41:48
specific day of the week can also be
41:50
based on user behavior you know a good
41:53
example of user behavior are those who
41:55
abandon the car you can trigger an email
41:58
in fact MailChimp has free marketing
42:01
functionality so with MailChimp hey if
42:04
somebody abandons our car we can have an
42:07
email trigger and we could send an email
42:09
a nice email that says hey we noticed
42:11
you didn't finish
42:13
purchasing our product and I'm not sure
42:15
what happened but hey here's another 10%
42:17
off or you can always just make product
42:19
recommendations as well but you want to
42:21
react to user behavior and use emails to
42:24
your advantage for that so you want to
42:26
take be cognizant of different occasions
42:29
you want to be cognizant of special
42:31
events holidays etc and user behavior so
42:35
these types of emails can be automated
42:38
because you know when they might happen
42:40
or that they are probably going to
42:42
happen so autoresponder emails are sent
42:44
at frequent intervals based on the
42:47
behavior of subscribers so for example
42:49
if somebody purchases something then
42:51
you're gonna get an email that probably
42:54
says hey thank you for your purchase
42:55
another email that says hey your
42:57
products on its way and then another
42:59
email that says hey your package or
43:01
product has been delivered so that's an
43:03
example of an auto made-it email that
43:06
goes out if somebody purchases your
43:07
product you probably want to thank them
43:09
for that then you probably want to let
43:11
them know that hey it's on its way here
43:13
you could track it and then again you
43:15
want to confirm it's been delivered but
43:17
thank them again so that's an example of
43:19
an automated email that goes out okay
43:21
let's talk about types of email
43:23
campaigns so you have different types of
43:27
email campaigns and the first is a
43:29
newsletter so with email newsletters
43:31
subscribers are connected and informed
43:33
about product updates so it doesn't
43:36
necessarily have to be a product they
43:38
buy it could be a product they subscribe
43:40
to like software okay you always want to
43:44
be able to send out that newsletter to
43:46
let them know what's going on with your
43:49
product
43:49
are there upcoming product updates ahead
43:52
is it one that just happened
43:54
is there a webinar that discusses the
43:56
new product update so that's what the
43:58
newsletter is going to do inform the
44:00
end-user about the update so how to
44:03
optimize okay so you stock your email
44:05
content create a compelling header share
44:08
different variety of useful content like
44:11
videos articles etc with those
44:12
recipients and then follow a consistent
44:15
schedule so that's how you handle a
44:17
newsletter you should always create a
44:18
compelling header but if you're gonna
44:20
sign our newsletter make sure you
44:22
support it with some good information
44:24
like a video that they can go watch or
44:26
an article that will follow up on what
44:29
you put in the email or promoting that
44:31
webinar that's going to talk about that
44:33
product update so example here is a
44:36
newsletter that gets sent out and here
44:39
you can see it talks about business
44:41
process it's got some nice imagery in
44:44
there okay call to action it's got a
44:46
little bit of everything in this email
44:48
template okay
44:49
and that's when we talk about stack your
44:51
email content that's what you talked
44:53
about stacking you can see at the top
44:54
it's got work with the industry best
44:57
subscribe now okay they validate that
45:00
with 25 years of taught not service then
45:02
they talk about hiring the best talent
45:04
and you got the next bit of content
45:06
below that so that's stock to email
45:08
content okay that's going to be
45:10
supported by compelling header and then
45:12
they're going to share a variety of
45:14
different content in there like there
45:16
could be clicks in there too video
45:18
videos and articles moving off from
45:20
newsletters to promotional emails so we
45:23
want to be able to drive revenue by
45:25
sending special offers through
45:27
promotional email okay so how do we
45:29
optimize a promotional email well we
45:32
want to personalize the campaign okay
45:34
promotional we want to definitely
45:36
personalize it include time-sensitive
45:38
offers we want to get people to react
45:40
okay so that means you know adding a
45:43
sense of urgency in the title and the
45:45
subject line okay you can send offer
45:47
emails on holidays if it's Mother's Day
45:50
they sent it a couple days before or
45:53
even send it on if it's personalized
45:55
then you can say hey so-and-so we know
45:58
your mother here take 20% off
46:01
that kind of personalize the email with
46:03
an offer goes a long way hearing an
46:05
example from Tom's limited-time extra
46:08
20% off all styles they include the code
46:11
in there okay again you can see the the
46:14
sensitivity and the a sense of urgency
46:17
with the limited time another email
46:20
campaign type and personally one of my
46:23
favorites is abandoned cart so I'm
46:26
banning card emails I like working with
46:29
abandoned card emails because you know
46:30
we want people to purchase and as much
46:34
as you try on your email marketing
46:36
campaign a drive traffic to the website
46:38
and as hard as the website works to get
46:41
people to convert through the shopping
46:43
cart it's never gonna be a hundred
46:45
percent and so abandon cart emails give
46:49
us that extra incentive to get that
46:52
person back to the shopping cart to
46:54
purchase okay so these emails are shared
46:56
with customers who have added product to
46:58
their cart but didn't finish through the
47:01
checkout process in other words they
47:02
didn't purchase the product so it's an
47:05
effective way of sales recovery it's it
47:07
gives us another opportunity to reach
47:09
out to that person who just is almost
47:13
there but not quite ready to finish the
47:16
purchase so what are we gonna do we're
47:18
gonna send out an email for those that
47:21
abandon their car and we're gonna use a
47:23
simple abandoned cart email template
47:25
okay you want to be simple here you
47:27
don't want to get complicated we're
47:29
trying to make this easy for them to
47:30
finish purchasing the products and we
47:33
want to definitely personalize it okay
47:35
we want to send a series of email
47:37
reminders okay in your email reminder
47:40
add a product image so it's customized
47:43
as it can be it could be even the
47:46
product image of what they've abandoned
47:48
and that's the best practice so if it's
47:51
that facial moisturizer that Linda's
47:54
trying to promote and she can't quite
47:56
get enough people to finish purchasing
48:00
the product there they're banning the
48:02
cart well she can certainly send out the
48:04
abandoned cart email okay so for example
48:07
you want to personalize it hey you
48:09
forgot to complete your order you left
48:11
something in your car can we help email
48:14
too
48:14
there so-and-so items in your shopping
48:17
cart are selling out quickly it's a
48:19
gentle reminder okay so come across a
48:22
little bit different here okay email
48:24
three hey so-and-so 20% off on your car
48:27
valid until so-and-so offer on your
48:30
favorite product so the first email that
48:33
went out in the series of emails it's
48:35
hey you forgot something hey is there
48:37
anything we can do to help you complete
48:39
the product purchase email to is just
48:41
that gentle reminder hey you're selling
48:43
out quickly you might want to purchase
48:45
that product and the email three is to
48:47
really help them along by saying hey
48:49
here's twenty percent off valid until
48:52
so-and-so so it's just a small series of
48:55
emails that go out try and get somebody
48:57
back into the shopping cart
49:00
okay let's talk about re-engagement
49:01
campaign so on a reengagement campaign
49:04
it's a series of emails sent to an
49:07
active email subscribers so what it does
49:09
is a boost engagement and helps to
49:11
maintain a high inbox placement ratio
49:15
inbox placement ratio so we want to be
49:18
able to make sure that we're getting
49:20
people back on a subscriber list so how
49:23
are we going to optimize for something
49:25
like this this is now these are
49:27
difficult type of email campaigns we're
49:29
trying to reengage with people who are
49:31
inactive so we want gamma fication to
49:34
re-engage subscribers or we want to
49:37
prefer a subject lines like hey we've
49:39
been missing you or did we do something
49:41
wrong okay we can run a poll or
49:43
competition to re-engage with those
49:45
subscribers so for example hey we'd hate
49:48
to miss your birthday go ahead and
49:50
update your account this is a Starbucks
49:52
email so we'd hate to miss your birthday
49:55
so it's that you know message of missing
49:58
you you can always soften or sweeten the
50:00
deal with an offer as well so that
50:03
brings us to how to engage with new
50:06
subscribers so we just talked about rien
50:08
gauging with inactive we want to talk
50:11
about engaging with new subscribers so
50:13
how to engage with new subscribers well
50:16
thank your subscribers for joining it
50:19
create clear and compelling subject
50:21
lines that is a must regardless of what
50:24
type of email II sent out you always
50:26
want a
50:27
that compelling subject line okay we
50:30
noticed the good examples within 17 to
50:33
24 characters know the ideal time to
50:37
message okay again setting it on the
50:40
weekends not gonna work okay sending it
50:42
out during the weekday you know in the
50:45
morning mid-morning you know sometimes
50:48
in the afternoon works really depends on
50:50
who your audience is
50:52
well weekend's probably aren't gonna
50:53
work they avoid the no reply Center name
50:56
again personalize it
50:58
you're either Sam or Rob or so and so
51:01
sally you know let them know that the
51:04
emails come from a real person okay
51:06
because if it doesn't come from a person
51:08
most people aren't going to respond okay
51:10
we want to let our subscribers know the
51:12
privacy policy so we want to let them
51:15
know that we abide by a privacy policy
51:17
okay that's you know getting you know
51:21
straight with people who are new they
51:22
don't know your brand they don't know
51:24
your privacy policy they don't want to
51:25
get spammed in other words so putting
51:28
that out there makes you more
51:30
transparent and trustworthy and again
51:32
personalization always personalized if
51:35
it's new if it's in active repeat
51:38
customers loyal customers lifetime
51:40
customers you should always personalize
51:42
and you should always be courteous and
51:44
always thank them and then prefer
51:46
attractive email designs can work with
51:49
something that's going to be I catchy
51:50
and then most important most important
51:54
is include an unsubscribe link I can't
51:58
tell you how annoying it is to get an
52:01
email and not have the unsubscribe link
52:04
there that makes me want to unsubscribe
52:08
even if it was a good email I still look
52:11
for that because maybe they're good
52:13
company but they're spamming me they're
52:15
sending me too many emails so maybe I
52:17
want to unsubscribe or change my
52:19
subscription so you always want to
52:21
include that unsubscribe link in fact in
52:24
the United States it's actually law so
52:26
there is regulation about that around
52:29
that so you need to include an
52:31
unsubscribe link it's just common
52:33
courtesy if anything though bodes well
52:36
ok of course you don't want people to
52:38
scribe but you don't want them to get
52:40
annoyed either let's talk about email
52:42
marketing tools so we talked about
52:45
MailChimp so there plenty of email
52:47
marketing platforms out there I use
52:50
MailChimp I've used a few in the past
52:52
like Marketo I've used Ojo vertical
52:56
response so there are a lot of different
52:59
tools out there here some of them again
53:01
MailChimp Marketo Marketo is a marketing
53:05
automation tool or system and marquetta
53:08
is good for sending those automated
53:10
emails HubSpot convertkit send in blue
53:13
Aweber I mean these are just some of the
53:16
many veteran a so let's show a demo
53:19
again of an email marketing campaign so
53:23
let's show an example of a newsletter
53:26
that one of my clients had sent out and
53:29
so this is Paul Ekman group called Ekman
53:31
dr.eggman inspired the TV show lie to me
53:34
so well known in the industry of
53:37
micro-expressions he's the form
53:39
mentioned expert in micro-expressions
53:42
and he sends out email marketing
53:44
campaigns and he sends out a monthly
53:46
newsletter so this is a newsletter sent
53:49
out in November 2018
53:51
and if we look at it you can see here
53:53
okay it's stacked content
53:55
nice imagery okay respectful
53:57
disagreements how to deal with
53:59
disagreements this holiday season so
54:02
really relevant personalized because and
54:05
timely because it was set in November
54:07
during the holiday season so I've got
54:10
some nice imagery there okay we got
54:12
content in here and then right below
54:15
that on the stack content what do we
54:17
have final hour 24 hours 25% off so that
54:22
sense of urgency built in to the email
54:25
then here you go you have some other
54:28
content in there based on the face of
54:31
contempt okay just an example of a
54:33
microexpression and then right below
54:35
that what do we see we see a call to
54:38
action learn how to use
54:39
micro-expressions to your advantage so
54:41
call to action here then we have some
54:44
more information here with the learn
54:46
more so a newsletter that went
54:48
basically they a blog post built into
54:51
the email with some nice content
54:53
reminding folks hey they have 24 hours
54:56
got some other useful information in the
54:59
email so this email went out very timely
55:03
98,000 okay see subject line here
55:06
controversial respectful disagreements
55:09
and Thanksgiving okay
55:10
could the subject line be a little
55:12
mature yes possibly but if we look at
55:14
the open rate 15% 16% open rate okay
55:18
industry average in education and
55:21
trainings 18 percent okay so they're
55:23
close to the industry average on the
55:25
click rate you know one point six
55:27
percent on the click rate industry
55:29
average two point one so we can see what
55:32
the top links were clicked okay so they
55:35
have a lot of links and MailChimp will
55:38
help you measure what links were clicked
55:41
the most who subscribed what subscriber
55:43
with the most opens we can see opens by
55:46
country but that's an example of a
55:48
newsletter for this particular company
55:51
ok stack content and sense of urgency
55:54
and you can see the subject line timely
55:57
newsletter so this is a a good I think a
56:01
good example of an email for the time of
56:04
year okay so let's go over the checklist
56:07
again for email marketing so good
56:10
reminders on the checklist this is a
56:12
checklist you want to make sure all
56:15
boxes are checked you want to create
56:18
interesting subject lines as they boost
56:20
your open rates direct correlation with
56:23
open rates is subject line okay you want
56:25
to keep your content relevant and
56:27
consistent with your brand you want to
56:29
check the sender name okay so you want
56:32
to make sure not only to personalize but
56:34
the name of lines of the email address
56:36
case you'd always personalize always
56:39
personalize the subject line and the
56:41
email copy text meaning you know don't
56:44
just say hello say hello to Sally P Robb
56:48
Michael etc always include an
56:52
unsubscribe link in emails
56:54
okay give people the option to
56:57
unsubscribe okay you can always read
57:00
gage them another way or later on but
57:03
you don't want to urge anyone of your
57:06
potential customers use a/b testing we
57:09
talked about a/b testing the webinar
57:11
there's lots of different elements we
57:13
can test from subject line to content to
57:16
font call-to-action to imagery to
57:19
subject line etc there's no shortage of
57:22
elements in an email you can test you
57:24
want to use welcome emails to build good
57:26
customer relationships so when somebody
57:28
signs up for a newsletter send out a
57:30
welcome news email to them hey welcome
57:33
thank you for signing up
57:35
you should always segment your list
57:37
based on user behavior so you have a
57:40
group of people who purchase product a
57:43
customize your email for product day but
57:45
you know you can mention product B and C
57:47
in there but know who your audience is
57:50
so you can talk to your audience and you
57:52
can always ask your subscribers to
57:54
update their preferences as well because
57:56
you want to make sure you're sending out
57:58
emails to the right person right address
58:00
okay so this is a short checklist now we
58:03
can expand upon this but these are some
58:05
of the most of the key items when it
58:08
comes to email marketing some other
58:10
items on the checklist include features
58:13
such as countdown timers and live polls
58:15
okay make it interactive okay choose the
58:18
right email frequency don't be sending
58:21
emails three or four times a week you
58:23
know once a week is probably as much as
58:26
you want to go pending on what it is if
58:28
somebody purchases something then you
58:30
probably want to send an email thanking
58:32
them for the purchase another one
58:34
letting you know the product has been
58:36
shipped and another one with thank you
58:38
the product has been received reward
58:41
those subscribers send out exclusive
58:44
offers okay make sure your emails are
58:48
optimized for mobile that means send out
58:50
test emails and check it on different
58:54
devices create a schedule okay you can
58:56
automate these emails so create a
58:58
schedule that makes the most sense have
59:01
a footer and header in the email and in
59:04
that footer and header is gonna be some
59:06
information okay just like I showed you
59:08
with the micros prescience there was a
59:11
footer and header avoid spam fell
59:13
ders okay how do you avoid spam filters
59:16
well apply best practices and don't have
59:19
spammy subject lines have an actual name
59:22
associated with the reply to email and
59:25
and split up your list as well when you
59:27
send out one email to 150,000 people it
59:31
could probably get caught up in some
59:33
spam so segment out your audiences keep
59:37
your audience listening can be specific
59:41
to the audience that's gonna help avoid
59:43
spam and then of course you always want
59:46
to measure and analyze results to
59:48
remember a lot of these email marketing
59:50
platforms have the results built in
59:52
especially open rates and click rates so
59:56
keep takeaways from today's webinar we
59:59
talked about what is email marketing so
60:01
email marketing really is an effective
60:04
way to really give get a good message
60:07
out to a target audience there plenty of
60:09
benefits doesn't cost a lot of money to
60:12
do email marketing okay you can do it in
60:14
real time it doesn't take a lot of time
60:17
okay and you can get some more out of it
60:19
we also talked about a/b testing it's a
60:21
very key component to email marketing if
60:25
you're gonna do email marketing at the
60:27
very least test those subject lines but
60:29
there's so many different elements you
60:31
can test we talked about the types of
60:34
different email campaigns from
60:36
newsletter to promotional dynamic cart
60:38
to reengagement re-engaging those
60:40
inactive users so each type of email
60:43
campaign is gonna contain a different
60:45
way to talk to them okay how to engage
60:47
with new users okay so we went over a
60:50
best practices list for engaging with
60:53
new users some of which means and
60:56
personalizing and you always use an
60:58
attractive email you want to come across
61:00
the very first time with the right way
61:02
always always always create a clear
61:05
compelling subject line if it's a new or
61:07
returning recipient you always want a
61:11
clear and compelling subject line and
61:13
then there's plenty of email marketing
61:14
tools you know I showed you MailChimp
61:17
MailChimp has some really good features
61:19
in it if I go back to MailChimp
61:21
just a drive home the point okay so you
61:24
you can look at specific look at really
61:27
specific data per email it has reporting
61:30
built-in it has all these nice little
61:33
templates built in so you can create a
61:35
template okay you can leverage a
61:37
template and there's lots of templates
61:39
you can use even have a Content view so
61:42
it has a lot of features built into the
61:46
platform this is just MailChimp
61:48
I mean Marketo and HubSpot and Aweber
61:51
and all these other platforms do very
61:54
similar things you just have to pick the
61:56
one that works for you the best so I
61:58
want to thank you for attending today's
62:01
webinar on email marketing if you need
62:04
any more information please visit simply
62:07
learn com if you have anything to add
62:09
certainly go ahead and comment below
62:11
this video we'd love to get your
62:14
comments on the subject and of course
62:16
we'll respond accordingly thank you
62:18
again and look forward to seeing you in
62:19
future webinars
62:24
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