So, despite spending most of their time actually making their products, tending to their herd of goats, and somehow managing to run an eight-child household (seriously, bravo), Jim and PJ also manage to operate highly successful email marketing campaigns that offer their customers genuine value while keeping things simple – all without a formal marketing department in sight.
As mentioned before, the type of email campaign you send depends entirely on your goals with email. If you’re looking to drive direct sales then sending marketing offer and announcement campaigns are going to return the best results, however if you are simply looking to keep your existing customers up-to-date on the latest projects, products or developments at your company, then sending a regular newsletter is going to be the best way to achieve that.
Before you send out your first marketing message, you need a list of people to send your emails to. Only send your email marketing messages to people who voluntarily sign up to receive them or you might develop a reputation as a spammer -- someone who sends unsolicited and unwanted email. Create a place on your website for people to sign up for communication from you. If you sell products online, include in the checkout process a way for customers to opt in to future emails from your company. Make sure all of your communications include a link that people can click on to unsubscribe from your marketing.
Make it scannable. Your subscribers are busy people who get a lot of email, so it's safe to assume you don't have their undivided attention. Instead of one long block, break up your content into short paragraphs. Include subheadings and images to guide readers through your email and make it easier to scan, and add a teaser to the top of your newsletter to tell subscribers what's in store. If you're sending a long article, consider inserting a "read more" link so people can get to the rest when it's convenient for them. Your subject line should be to-the-point and easy to digest, too. You might even want to a/b test subject lines to see which ones perform best.
Your job isn’t over once the email hits those inboxes. In fact, for some people this is the real job … and the really fun part! We wrote an entire blog post on how to measure the effectiveness of your email marketing and what to do to make it even more successful. You can read it here, but in the meantime, remember that these three things are the most important to track when you’re analyzing your email marketing.
Think about the information that pertains to your customers’ interests, desires, and needs. That could be colorful, opinionated commentary on your industry, original content, sharing resources like software and books or simply things you think are cool. Whatever it is, though, make sure it’s tailored to your brand and the unique offerings and benefits of working with you, as well as the issues you deal with, and the problems you solve in your industry.
There's a fine line between sending email message to your customers so often they're tempted to unsubscribe, and sending them so infrequently they forget who you are. A weekly newsletter is usually sufficient, and because it contains more than one item, you can communicate everything you need to in one email. Write a subject line that highlights something special in your newsletter and makes people want to read it, such as news of a sale. If you have a very special promotion or event coming up, send a separate email but limit those to once or twice a month.
Breaking up your sending volumes to a consistent level shows the ISPs it’s just business as usual (and you’re not a phisher or spammer). If you do end up sending high volumes of mail, make sure you build up your volume gradually (this can be done when warming up a new sending IP)—send too much mail at one time and you’re asking to be throttled by ISPs which can delay delivery time, frustrate your users, and likely cause a decrease in engagement.
Don’t treat them like they are faceless and nameless bags of money. This is where many marketers make mistakes. People like to be treated as people and not as objects. Thus, after a couple of newsletters, use the feedback you receive from your readers and segment your target audience. You don’t have to send the same email to everybody. Give them the impression you listen to their requests and that you are willing to treat them as individuals. Convince them that their opinions count.
Now that you have a structured autoresponder sequence, your email marketing campaign is ready to hit the ground running. Over time, you’ll need to tweak small aspects of your campaign to ensure that it continues to provide the best return on investment (ROI) possible. We have a few tips that every affiliate marketer can use to boost their email marketing ROI. Below you’ll find a brief description of each tip.
Email Marketing Tutorial considers using a Text version of your email inevitable if you send HTML emails. Knowing the right way to use Spam checkers before sending your emails and maintaining a Google Text to Image Ratio is significant. You should make sure that your Sender ID, DKIM, , SPF, and Domain Keys are aptly set up before sending your email
As you can see from the example above, emails following the model contain a succinct headline that highlights the key message of the campaign, as well as supporting information and visuals to help convince readers about the benefits of clicking-through. The reader is then presented with a prominent call to action button that makes it crystal clear what to do next.