Email marketing is my jam!
Okay, maybe that’s a slight overstatement.
It may not be my jam, but it’s definitely something that makes my heart go pitter patter. For the record: My heart goes pitter patter when I see my daughters’ faces too. So there may be a few things I love more than talking “email strategy”.
As I’ve mentioned on my Facebook Live videos, I started an online marketing agency 7 years ago and a majority of my day is spent strategizing and sending emails.
Over the years, one common theme I’ve seen among new clients is they don’t consider all components that go into deploying an email.
For example, these clients
• haven’t considered that their email from name can affect their open rates.
• haven’t been writing email subject lines that evoke curiosity or urgency
• haven’t been writing creative copy
• haven’t been testing subject lines, or call-to-actions, or personalization
And so on, and so forth, to infinity and beyond…..
I want to simplify this process for you wonderful business friends. Here’s what I’ve learned from the 5,000+ emails I send for clients each year.
Without further ado, I present:
Are you ready to be rocked? Okay, let’s get started.
Before we jump into this blog article, I want to share an awesome resource with you. My friends over at Authority Hacker compiled an awesome round-up of the best email marketing software out there. So, if you are new to email marketing and you’re not sure which software to use then you need to check out this post.
STEP 1: DETERMINE YOUR GOAL
Do you want to drive traffic to your blog? Do you want to increase registration numbers for an upcoming webinar? Do you want views on your latest YouTube video?
Keep it simple and focus on one main goal. This isn’t a New Year’s Resolution List.
When you try to accomplish too many “goals” in one email, you end up asking your subscribers to do too much. And then, you won’t be as successful at reaching your goal.
STEP 2: DEFINE YOUR TARGET AUDIENCE
If you know who your ideal customer is, then boo-yah! You’re halfway there with step #1.
The thing to consider is whether the email is going to your entire list of ideal customers, or if it is going to a subset of that list.
For example, if you were a health food store you could either:
A: Send your email to your entire list of email subscribers
B: Send your email to a subset of subscribers that are interested in vegetarian food.
STEP 3: FIGURE OUT YOUR CALL-TO-ACTION
What action do you people want to take from your email? Do you want people to visit a blog post on your site? Do you want people to download your amazing lead magnet? Do you want people to take advantage of a sale?
Remember, the call-to-action will help you accomplish your email goal (see STEP 1).
Just like with the goal, you want to keep it simple. Ask your readers to do one thing, because the average online attention span is 8.25 seconds. And a goldfish’s attention span is 9 seconds. So you’re basically marketing to goldfish, folks.
STEP 4: WRITE AN AWESOME EMAIL
Do you want to send emails that readers love getting in their inbox?
Then give them some good content.
Help your readers understand they have a problem. For example, a few of you may not have realized that an email from name could affect your open rates. So, I tried to identify that problem for you earlier in my blog post.
Then, show your readers that you have a solution for said “problem”. For example, now I’m going to tell you to check out my 8 Things You Need To Do To Every Email Before You Hit Send Checklist, because it could help your email marketing.
STEP 5: DECIDE YOUR EMAIL “FROM NAME”
One of the main goals of email marketing is building a relationship with your list. And the steamier the better, right?
If you’re not building a relationship with your list, readers will stop engaging with your emails. And that love fern will die.
Personalize your email from name and it will help you build a relationship with your list faster.
STEP 6: GET CREATIVE & WRITE THAT SUBJECT LINE
Someone who does a great job of this is my marketing brain crush, Neil Patel.
Let’s take a moment to gush over his subject lines, shall we?
Neil does a great job of triggering readers’ emotions with elements of urgency and curiosity. What you may not realize is the amount of work he puts into creating his subject lines. You can read all about how Neil Patel gets stellar email open rates, here.
Also, if you want an awesome tool for writing subject lines, check out CoSchedule’s Headline Analyzer Tool.
Random story: Neil Patel and I both attended a Social Media conference back in 2008 (or maybe it was 2009…). They hosted a nice dinner for conference attendees and we sat at the same table and talked. I’m just saying, he may have touched my hand. #BrainCrush
STEP 7: IT’S TIME TO DESIGN YOUR EMAIL
Did reading “design your email” trigger a little bit of anxiety?
I don’t want you to stress.
Hubspot, who has tested every element of their emails and found that nothing increases open and click-through rates like a good old fashion text email.
Key takeaway: you don’t need to be this awesome graphic designer in order to send fabulous emails.
STEP 8: TAKE TIME TO TEST YOUR EMAIL (don’t forget this step)
There have been hundreds of times when I thought “this email is perfect”, until I previewed the test email in my inbox.
Don’t ignore this step. This is your opportunity to:
- Make sure you’re using a good email from name.
- See if the subject line piqued your curiosity. If you yawned when you read your subject line, don’t send it. It’s that simple.
- Proofread your copy and check for grammatical errors.
- Click on the buttons and links in your email.
- Check that your blog post/landing page/download look great and are functioning correctly.
- Determine if you want to A/B test any email elements.
Ready, set, test.
STEP 9: YOU’RE READY TO DEPLOY YOUR EMAIL
I want you to do a high kick, take a deep breath, tell yourself you’re awesome. Then, schedule your awesome email.
“Did she just say ‘schedule your awesome email’?”
Yes, yes I did. I never send my emails immediately. I prefer to schedule all my email deploys. Even if I’m just scheduling these emails for 15 minutes into the future.
Why do I take this approach? This gives me one more chance to review my email before it deploys. And, maybe it’s a little comfort thing.
Is there a step you take when you’re deploying your emails that I didn’t cover? Or do you think my scheduling emails approach is silly? Let’s discuss it in the comments.