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Welcome to Email Marketing

Email marketing is effective at every stage of the subscriber's lifecycle.

There are five phases of the subscriber life cycle - Awareness, Consideration, Purchase, Retention, Advocacy.

 

AWARENESS

Subscribers recognize their problems and you can help educate them on the importance of using email.  They are looking for a solution and you can come to the rescue with email design that will help them solve it.  You can collaborate with them and work with them to find a solution for their products.

 

CONSIDERATION

The subscriber is focused on searching for relevant product solutions and they compare their product with similar ones.  The right email can be sent to promote your product and depending on what you are looking it can help.


For example, if it's something to do with skin moisturizer products then you can promote it in the email.  You can describe that the product can hydrate their skin.  You can also mention that it contains SPF 20.  And when they're further down the funnel ready to purchase send them the emails.

 

PURCHASE

Encourage your subscribers to purchase your product by giving them an offer.  For example, you could give a discount via the emails and encourage your subscribers to purchase your product. You can start by giving 20% off on the moisturizer and then put a button that prompts them to shop now.

By giving them incentive it goes a long way to keep your subscribers.

 

RETENTION

Nurture your relationship with your subscribers to ensure that they remain loyal to your brand.  They already purchased from you, so the question is how do you get them to purchase more.  And we do this by sending them an email with an exclusive offer.

 

ADVOCACY

You want to convert your active subscriber into brand advocates.  You want them to spread the word, to promote your products by sending them emails.

You can say that you're donating all the profits from the sells of your product to educate poor children.  Tell them that they are helping the needy.

Provide a call to action (CTA).

 


We would love to hear from you

 

Email Marketing Setup

You have to do a series of steps before sending out your emails.

  • Identify the target audience and create segments.  Send emails to some of your subscribers and for other emails other subscribers.  You are not just sending it to all of your subscribers.  You need to identify and target a specific group of subscribers.
  • Create campaigns and set an appropriate call to action (CTA).
  • Test your emails before sending.
  • Send campaigns immediately or schedule a time.
  • Analyze performance (open rate, CTR rate, response, and rate) and optimize campaigns.

 

Here's the Basic Checklist

So, in summary, this is what you need to do:

  • Create and add contact list.
  • Create your first campaign.
  • Select the list (either you send it to all contacts or you can select a recipient list).
  • Choose a suitable format for your campaign.
  • Modify the template and update your subject line.
  • Finally, you can send our emails to relevant subscribers.

 


 

Let's get started:

Go to MailChimp ad create a campaign by clicking on the "Create Campaign" button.

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It brings you to the multiple option dialog screen.

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Choose "Email" to design and send automated or regular emails to your contacts.  Here you will be able to create an email and setup automation.  You can create plain text emails which you should do anyway and run an A/B test.  Testing is essential to your process.

You are going to create an email to keep your subscribers engaged by sharing your latest news, promoting your product line, or announcing an event.

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Enter your campaign name and click on the "Begin" button.  This will take you to your "Art Membership" display window.

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Choose "Add Recipients" so that you can enter your audience.  This is the subscription list.

At this stage you want to pick who should get your email campaign.  If you want to send it to all then that is ok, but remember that you can get a 14% increase in click rate if you choose a segment.

If you want to personalize your email campaign then put an "X" in the 'Personalize the "To" field' box.

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At this point, the drop down box will be displayed.

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Choose "*[FNAME]*" and then hit "Save".  This will personalize you email with their first name in the "To:" field, instead of a automated "no-reply".


Once you done the above, you can edit the "From" field.  Since you are the one sending the email campaign your email address will be displayed.

You can hit the "Edit Form" button to change the "From" field.  See below.

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Enter your new email address if you want to change it and hit the "Save" button.


Now at this point, you want to enter a "Subject" line.  The subject line is the key here.  You want to resonate with your subscribers.

Try using something that will get them to click on your emails.  It has to be attention-grabbing.

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Try to use an Emoji.  The test has shown that people tend to click on the email because of it.  The "Preview text" field is what shows up in the email list.

Just remember you can tweak your subject line later before sending your final copy.


You should A/B test another subject line.  You can A/B test the whole email by breaking your test to several parts of the email.  You can send out your email campaign using both subject line. Half of your subscribers will get one version and the other the second version.

With MailChimp you can view the results by going to the "Report" option.

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Once, you entered a subject line and a "Preview Text" you can choose a content design layout.


From the "Template" option, choose "Layouts".

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You can choose a basic 1 column layout.  There are several options to pick from.  See below.

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If you want to use one of the "Layouts" just choose one.  Let's choose the first one "Sell Products".  This is a one-column design


If you want to use "Themes" choose one of the designs. I perfer to upload my own code - "Code your own".

Content marketing is an important part of email marketing. Learn the 9 stages of Content Marketing.

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Use the "Editor" to build your email campaign.  You can drag or drop and once you are satisfy with your design you can click on the "Save & Close" button.

Please, remember make it a habit to test and test your design before sending your subscribers list.

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Once, you get your content setup you can send your email campaign after you have tested.  After testing you can schedule your email campaign for later.  You can also add it to your social media.

MailChimp integrates your email campaign nicely with your social media.

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Summary of Email Campaign

You created your list and your campaign.  Then you selected your audience and chose a suitable format for your campaign.  You modified the template and updated your subject line.  After all that you finally sent your email campaign to relevant subscribers, so do you stop there?

So do you stop there? No, you have to advertise using social media or create a Youtube video to promote your product.

Now let's talk scheduling your email.  You don't want to send your email out on Friday nite.  People are getting ready for the weekend or they went out to drink.  You don't want to send it out over the weekend.

People just don't care to read emails on the weekend.  You also don't want to send on a Monday (Monday Blues) because people party all weekend, the last thing they want to do is read emails.

Try to send around your email campaign on Tuesday or Wednesday.  Try for later that morning which I believe is a good time to send.

 


 

Take the time to analyze performance.  By analyzing your email campaigns you can check out your open rates/responses.  The "Open Rate" is the percentage of the total number of recipients who opened an email campaign which equals "Emails opened" divide by "Emails sent" minus "Emails bounced".

You can use it to adjust your campaign for future emails.

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The "Click Through Rate", is the percentage of recipients that have clicked on the CTA in your email message which is the "Number of clicks-throughs" divide by "Number of delivered emails".

The "Response Rate" is the percentage of the total recipients who clicked on the link of your email campaign and completed an action.

So we are trying to get people to click on the "CTA" button and purchase, etc.

Response rate equals "Number of actions taken" divide by "Number of emails delivered" will give you your percentage.

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So MailChimp makes it easy for us to measure the "Open Rate", "Click Rate" and gives you an average.

 


 

What's the "Benefits of Email Marking"?

Here are some of the benefits of email marketing.

Email marketing is Cost-effective, Time-saving, Real-time marketing, Less intrusive, Builds credibility, Increases visibility and Brand awareness which is an easy way to track ROI.

It is not expensive to create and send your email campaign.  I work with MailChimp because it is manageable.  By following the steps you can create your email fast and in real-time.  It is less intrusive, you can make your email friendly and personal for each subscriber.

By providing a good email campaign with a great design you can build credibility to your company  You can exclusively offer to your repeat subscribers great deals or try to build advocacy like working with a non-profit.  You can increase visibility and brand awareness


 

A/B Testing

A/B marketing is the key to Email marketing which you gain high open rates and click-through rates that results in more website visitors/sales.

A/B testing is a method to analyze which of the two email campaign strategy is most effective, in terms of high open rates and click rates.

So in A/B testing, you can send out two email campaigns, two CTA (Call To Action).  Basically, you are testing one against another.  You can test the two subject lines or content and buttons.  By writing a good subject line you can impact the open rate.

The subject line and email content are the most important elements in email marketing.  If you make them interesting, intriguing, attention-grabbing it will result in a high open-rate.  If the content is interesting and engaging then the click rate will increase.

Always consider doing an A/B test and analyze the results of the test.  You want to create a variation of a subject line email campaign.  By doing this you can test which one generates more open rate.

To perform your test you choose "A/B" option.

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Once, you enter a title for your first test the "Who are you sending to?".

Choose an audience from the dropdown arrow.  Pick your subscriber list.  Once, you have chosen your list you are required to choose from 3 options.  Since you are performing an A/B test I recommend you choose "Segment or tag".


You will notice that MailChimp gives you a tip and it says that "Segmented campaigns see an average 14.99% increase in click rate over non-segmented campaigns."


You will be displayed with "Pre-built segments" with 3 choices.

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You can send a version of your email to 50% of your subscribers with a subject line like "Get Your Free Ebook" and send "I want my Free Ebook" to the other half.

After you have sent out your email MailChimp will measure the success of your A/B test.  In order to keep improving your email rates, you need to continue your experients.  Always A/B test your subject line.

In order to continue A/B testing, test your content and all various elements of your email campaign.  You can A/B test your colors, your CTA buttons and font-size.  Don't use negative words and if you are to mention numbers in your subject line use numbers "3", not word numbers "three".

Don't use "noreply@abc.com", instead make it personal like "andres@abc.com".

You can also test the images & images of the cursors.  Make sure it is clear and make sure the color contrast is applied.

 


 

How to Optimize the Subject Line

As I mentioned earlier use a number in your subject line.  It looks better and resonates better.  You can include an Emoji in your line.  People love Emojis, personalize it.  Personalize email messages can improve CTR and open rates as well.  Do not spam or you will be blacklisted.

Make sure you keep count of your subject line.  The length should be between 17 - 24 characters long as per the experts.  This will boost your email open rates.

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Also, make your title as a title case.  Make the first character of each word capital.

Example:  Get 80% Off For Two Months Membership

Develop a sense of urgency in your subject line.

Now, optimize your email content.  Some of the ways to optimize your email content are to send the content will relevancy, use bullet points to make it readable, follow a logical structure, use compelling images and make your emails with responsive design in mind.  Always, think mobile first when you are designing.  Check for grammatical mistakes.

Remember, personalize your emails, choose the right fonts and colors, build a rapport with your subscribers, use your subscriber's name and a CTA (Call-to-Action) button.

 


 

Automating Emails

You can automate your emails based on an event, date or user behavior.  MailChimp makes it easy.  You can set the emails to trigger on occasions like "Mother's Day" or when someone abandons their cart with MailChimp, it can be done easily.  You can trigger emails on birthdays and anniversaries.

You can set up autoresponder at frequent intervals based on the behavior of subscribers.

 


 

Types of Email Campaigns

Newsletter - Email newsletters, subscribers are connected and informed about the product updates.

How to Optimize?

  • Stack your email content.
  • Create a compelling header.
  • Share a different variety of useful content like (videos, articles, podcasts, webinars and etc) with recipients.
  • Follow a consistent schedule.

 


 

Promotional emails

Drive revenues by sending special offers through promotional email.

How to Optimize?

  • Personalize your campaigns.
  • Include time-sensitive offers.
  • Prefer to send offer emails on holidays.

 


 

Abandoned Cart Email

These emails are shared with subscribers who have added products to their cart, but failed to complete the checkout process.

It is an effective way of sales recovery.

How to Optimize?

  • Personalize your campaigns.
  • Include time-sensitive offers.
  • Prefer to send offer emails on holidays.

 

Re-Engagment Campaign

Re-Engagment Campaign is a set of emails sent to inactive subscribers.

What it does is boosts engagement and helps maintain a high Inbox Placement Ratio (IPR).  We want to make sure that we get people back on your subscriber's list.

How to Optimize?

  • Prefer gamification to re-engage subscribers.
  • Prefer subject lines like "We miss you, did we do something wrong".
  • Run a poll or competition to re-engag with yor subscribers.

 


 

How to Engage with New Subscribers

  • Thank your subscribers for joining.
  • Create clear and compelling subject line.
  • Know the ideal time to send them a message.  Don't do it on the weekends and later when you are coming home from work.
  • Avoid the "no-reply" sender name. Use your first name, so you are letting them know it is a real person sending the email.

Also, mention that you will not sell their emails.  Show them your privacy policy.

Again, always personalize your emails, so they feel that you are talking to them.  Plus, use attractive email designs.  People love to see beautiful emails that engages with them.  It will keep them from leaving, because it is beautiful that they want to continue reading the whole email.

Always, include an unsubscribe link.  It is a law in the USA.  If they decide to unsubscribe you have 72 hours to unsubscribe them.

 


 

Email Marketing Tools

There are several email marketing tools out there, but I work with MailChimp because it is easy and straight forward.

 


 

Here's a Checklist of an Email Campaign

  • Create interesting subject lines as they boost your email open rates.
  • Keep your content relevent and consistant with your brand.
  • Check the sender's name.
  • Personalize your subject line and email copy text.
  • Always include an unsubscribe link in emails.
  • Use A/A testing for better results.
  • Use welcome emails to build good subscriber relationships.
  • Segment your list based on subscriber behavior.
  • Ask your subscribers to update their preferences.
  • Include features such as countdown timers and live polls.
  • Choose the right email frequency.
  • Reward subscribers.
  • Optimize your emails for mobile.
  • Create a time-saving email marketing schedule.
  • Making email footer and header informative.
  • Avoid spam filters.
  • Measure and analyse results.
Don't send emails twice and three times a week. It should be 1 per week depending what it is.

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