An essential part of a successful content marketing strategy is using email marketing. Email marketing can be used to build your brand awareness, increase conversions and sales, generate leads and qualified prospects, drive traffic to your website and social media channels … the list goes on! However, with so many different types of emails available, how do you know which type of email campaign will work best for your business? The answer is not as simple as A or B. It's ultimately about personalizing the messaging based on what your customer wants and needs. Our ultimate goal here is to help you succeed with email marketing by giving you actionable tips that are proven to work! So let's dive in!
WHAT WE'RE GOING TO COVER:
Identifying Your Target Audience.
Setting Clear Goals For Your Email Campaigns.
How To Create Compelling Subject Lines.
As Well As Testing Different Subject Lines.
How To Keep Your Message Short And To The Point.
The Importance Of Personalizing Your Messaging.
Using Actionable Language.
Designing A Visually Appealing Email.
Segmenting Your Audience.
The Different Types Of Emails.
Testing And Optimizing Your Campaigns.
How To Analyze And Report On Your Results.
IDENTIFYING YOUR TARGET AUDIENCE:
So Basically With This, We Want To Determine Who You Want To Reach With Your Campaign. This Will Help You Tailor Your Messaging And Choose The Most Effective Channels For Reaching Your Audience.
Pro Tip: Use Your Customer Persona To Effectively Communicate Your Message:
A Customer Persona (Or Avatar) Is A Fictional Profile That Represents A Particular Target Customer. Usually, Businesses Will Have A Handful Of Them To Cover The Majority Of Their Customer Base.
CREATE A COMPELLING SUBJECT LINE:
The Subject Line Is The First Thing Your Audience Will See When They Receive Your Email, So It's Important To Make It Interesting And Relevant. Use Actionable Language And Consider Using Emojis To Grab Your Audience's Attention.
****Your Email's Subject Line Also Influences Whether It Goes To Spam Or Not
Spam Filters Analyze The Subject Line, As Well As The Content Of The Email, To Determine Whether It Is Likely To Be Spam Or Not. Certain Words Or Phrases, Such As "Free Money!" Or "Double Your Income!" Are Often Associated With Spam Emails And May Trigger Spam Filters. On The Other Hand, A Subject Line That Is Relevant To The Content Of The Email And Written In A Clear And Concise Manner Is More Likely To Be Delivered To The Recipient's Inbox. It's A Good Idea To Be Mindful Of The Words And Phrases You Use In The Subject Line Of Your Emails To Increase The Chances That They Will Be Delivered To The Recipient's Inbox.
PERSONALIZE YOUR MESSAGING:
Personalization Can Significantly Increase The Effectiveness Of Your Campaign. Use The Recipient's Name And Other Personal Information To Make The Message Feel More Targeted And Relevant.
PRO TIP: USE SOCIAL MEDIA TO DO A QUICK DEEP DIVE ON YOUR PROSPECT
It Will Help You Get A Better Understanding Of Their Background And Interests. Here Are A Few Steps You Can Follow To Do A Quick Deep Dive On Your Prospect Using Social Media:
Identify The Social Media Platforms Your Prospect Is Active On. Linkedin Is A Good Place To Start, Look For Information About Their Professional Background And Experiences.
Check For Any Public Posts Or Updates That Give Insights Into Their Interests And Values. This Could Include Things Like Their Posts About Current Events, Their Participation In Professional Groups Or Communities, And Their Involvement In Charitable Or Social Causes.
Look For Any Common Connections Or Mutual Friends. These Connections Can Be A Good Source Of Information About Your Prospect, And May Be Able To Provide Additional Insights Or Introductions.
Remember To Be Respectful Of Your Prospect's Privacy And To Follow All Relevant Laws And Regulations While Conducting Your Research.
DESIGN A VISUALLY APPEALING EMAIL:
Use Images, Color, And Layout To Create An Email That Looks Professional And Is Easy To Read.
-Use Wix.com Templates Or Create From Scratch
-Include Your Brand Colors, Fonts, Logo, Messaging
Remember To Keep In Mind The Overall Message And Purpose Of The Email.
SEGMENT YOUR AUDIENCE:
Segmenting Your Audience Allows You To Send More Targeted, Relevant Messages To Different Groups Within Your Audience. For Example, You Might Segment Your Audience By Location, Age, Or Interests.
This Can Be Especially Helpful If You Have A Large And Diverse Audience, As It Allows You To Break Down Your Audience Into Smaller, More Manageable Groups. Segmenting Your Audience Can Also Help You To Better Understand Your Customers And Their Needs, Which Can Be Valuable In Developing More Effective Marketing Strategies.
TEST AND OPTIMIZE:
Test Different Subject Lines, Headlines, And Calls To Action To See What Works Best. Use The Data You Gather From Testing To Optimize Your Campaign And Improve Its Effectiveness Over Time.
ANALYZE AND REPORT ON YOUR RESULTS:
Use Tools Like Google/Wix Analytics To Track The Success Of Your Campaign And Gather Insights On What Worked And What Didn't. Use This Information To Improve Your Future Campaigns.
Pro Tip: Use Wix To Send Your Campaign
Because They Provide Detailed Analytics Right In Your Dashboard
TYPES OF EMAILS
(Not All, Just My Favs)
Lead Nurturing Emails
Brand Story Emails
Welcome Emails Are Emails That Are Sent To New Subscribers Or Customers To Introduce Them To A Company And Its Products Or Services. These Emails Are Often Used To Provide Helpful Information, Such As A User Guide Or Links To Useful Resources, And To Set The Tone For Future Communications.
Email Newsletters Are Periodic Emails That Are Sent To A List Of Subscribers And Contain A Variety Of Information, Such As Company Updates, Industry News, And Promotional Offers. These Emails Are Often Used To Keep Subscribers Informed And Engaged With A Company's Brand.
Dedicated Emails Are Emails That Are Focused On Promoting A Specific Product Or Service. These Emails May Include Special Offers Or Discounts To Encourage The Recipient To Make A Purchase.
Lead Nurturing Emails Are Emails That Are Used To Build Relationships With Potential Customers And Move Them Further Down The Sales Funnel. These Emails May Include Educational Content, Case Studies, And Other Resources That Are Designed To Help The Recipient Understand The Value Of A Company's Products Or Services.
Sponsorship Emails Are Emails That Are Sent To Promote A Specific Event Or Cause. These Emails May Include Information About The Event, Such As The Location, Date, And Time, As Well As Details About How To Register Or Purchase Tickets.
Transactional Emails Are Emails That Are Sent In Response To A Specific Action Taken By The Recipient, Such As Making A Purchase Or Signing Up For A Service. These Emails May Include Receipts, Confirmation Messages, And Other Information Related To The Transaction. Pro Tip: Attach “Related Items At The Bottom”Or “Others Have Purchased Together”
Re-Engagement Emails Are Emails That Are Sent To Inactive Subscribers Or Customers In An Attempt To Re-Engage Them With A Company's Brand. These Emails May Include Special Offers Or Other Incentives To Encourage The Recipient To Continue Doing Business With The Company.
Brand Story Emails Are Emails That Are Used To Tell The Story Of A Company's Brand And Its Values. These Emails May Include Information About The Company's History, Mission, And Culture, And Are Often Used To Build A Stronger Connection With Subscribers And Customers.
EXAMPLES OF STORYTELLING IN EMAIL MARKETING:
Behind The Scenes Stories
A FEW TIPS FOR USING STORYTELLING IN YOUR EMAIL MARKETING:
Make It Personal:
Use Storytelling To Connect With Your Readers On A Personal Level.
Use Visual Elements:
Incorporate Images Or Video Into Your Email To Help Bring Your Story To Life.
Keep It Concise:
Your Email Should Be Focused And To-The-Point.
Use Storytelling To Build Trust:
Share Customer Success Stories Or Case Studies.
Use Storytelling To Create A Sense Of Urgency:
Encourage Readers To Take Action.
Test Different Storytelling Techniques:
To See What Works Best For Your Audience.
Hopefully, you now have a better understanding of how to set up an effective email marketing campaign. While there is certainly a lot more to learn about email marketing, this guide should help you get started. The world of email marketing is constantly changing and evolving, so it will be important to keep up with the latest trends and adapt accordingly. But rest assured that if you use the tips outlined above, you will be well on your way towards creating an effective email campaign that resonates with your audience and grows your business.
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