Email marketing is a powerful tool that can help any business
connect with customers or potential customers in a very effective way.
That's of course, if you can get that initial click to stick.
Marketers typically use commercial emails for various reasons,
such as advertising products, soliciting sales, requesting
business, or requesting donations.
Whatever the reason may be email marketing presents a wonderful
opportunity for us as marketers to build awareness and increase
sales and basically to stay relevant in our customer's minds.
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I'm Daniel Lewis and in today's video, I'll be sharing with you
four email marketing secrets and the ultimate tips for 2021.
Number one building relationships.
First let's break the ice with a brief definition
of email marketing.
Email marketing is a highly effective digital strategy of
sending commercial emails to customers or potential customers.
The groundwork of any successful marketing effort is building
relationships and it's no different when it comes to your email.
A common mistake made by companies that are not seeing impressive
email conversions occurs when the term email marketing is not taken
literally, but instead implemented in reverse: marketing email.
Transport with me back to the pre-digital age, when
pen pals were actually a common way of communicating.
People would establish relationships primarily
or sometimes solely on their exchange of letters.
You might imagine that said letters would be very personal,
intimate and evoke a sense of emotion with the reader that in
turn would result in a response.
Well, successful email marketing follows the same good old
practices of the pen pal era.
When constructing an email campaign, building a
relationship with the recipient should be the main focus.
Once you consider what it would look like if they were to pen
a letter to their customer or prospect, would the letter
start off with, Hey, you!
We're offering 20% off shop now or would it say
something more personalized?
Like, Hey, I thought you'd love to know what's happening at our store.
A successful email landing in your customer or prospects
inbox should feel like receiving a new letter from a friend.
On the contrary marketing emails who are solely focused
on selling can often deter recipients from clicking and
in the worst case scenario end up in the spam or trash folder.
Number two, the science of segmentation.
Okay.
It's not really science, but segmentation is an extremely
useful strategy that helps you determine the best path of success
for your email marketing efforts.
A simple way to look at segmentation is to step back
from your email list when constructing a campaign and
ask yourself the following question, who should see this?
The answer to this question will immediately provide you with
various segments or criteria, which can then help you divide your
email list into relevant groups.
The belief is that the specific content in your
email will resonate with a specific group, more authentic.
Email list segmentation has helped many businesses experience, higher
open rates, lower unsubscribes, and lower spam reports.
On the other hand, no email list segmentation can result in lower
open rates, higher unsubscribes and higher spam reports.
In my own experience, I have found that segmenting my email list
into the following four pillars have in many cases returned
successful results and helped me achieve my email marketing goals.
The four pillars of segmentation are geographics, demographics,
psychographics and behavioral.
Let's take a look at a quick breakdown of each.
Geographics.
Segmenting your email list by geographic relevance can be a
very useful method of implementing marketing localization or tailored
content to a specific place.
However geographic segmentation includes much more than
just a certain place.
Here are other ways you can divide your email list, geographically.
These include by country, city, density, language,
climate, area and population.
These are all known as digital DNA.
Demographics.
Having this information can prove to be golden in all
of your marketing efforts.
Let alone email marketing, as you can make very specific
decisions on how to present your business and brand to
the most relevant audiences in the most compatible ways.
Demographics include age, gender, income, education, social status,
family, life stage, and occupation.
All of which are referred to as firmographics.
Psychographics.
Psychographics may require a more in-depth understanding of your
email list or a very intelligent software that is able to analyze
this data amongst your email list and present it to you.
Psychographics include lifestyle, activity, interest, opinion
AKA AIO, concern, personality, values and attitudes.
This information is known as contextual insights.
Behavioral.
This pillar is known as the digital body language and is defined by
indicators, such as user status, their purchasing cycles, customer
life cycle, engagement, intent, did the person subscribed voluntarily?
Did they unsubscribe or change email preferences, et cetera.
These insights can provide you with a well-rounded idea of who
you're sending an email to and what to expect or to look out for.
Of course, this is not a standard segmentation framework
that will work for every business or every email list.
It's just an example of some of the ways you can categorize your
email lists to start sending out
relevant emails to the people on your list who are
most likely to take action.
Failure to segment your email list is like offering
a glass of milk to Daniel.
You don't want to do that.
Trust me.
If you're looking to connect with your customers through
email marketing, Shopify has everything you need
from templates to tracking,
Shopify email gives you the tools to build lasting customer
relationships, and with no experience needed, you'll look like
an expert, right from the start.
You can get started with a free 14 day trial.
No credit card required.
Click this link right here to get started on your business journey.
Number three, yummy emails, an email doesn't have to be boring.
In fact, by creating and sending out what I like
to call yummy emails.
Customers will not only want to click and consume the
content, but will actually anticipate receiving your emails.
It's just like a digital yummy treat.
So how do you make an email?
I like to use a phrase that I call Dan's Ice Cream Philosophy,
how to create emails that make your customers want more.
Dan's is an acronym that stands for delicious design, anticipation,
not too much, and sample first.
Let's explore this phrase.
Delicious design.
People tend to appreciate effort in any form, and it's
no different with your emails.
A well-designed email should highlight the brand and reinforce
the brand story while at the same time, not be too invasive
and commercial in nature.
A few things to consider when coming up with a delicious
design are good use of color, easy to read, easy to make
selections, great imagery, and a clear call to action.
Anticipation.
A well-constructed email campaign should leave the
recipient, wanting to learn more.
It's that kind of excitement that causes your prospects to
take action and considering your products or your services.
The important thing to keep in mind when sending an email
to customer or potential customers is that you're
offering a taste, not a meal.
Our goal is email marketers is to wet the digital palette of our
prospects and create a sense of desire for what we're offering.
If this is done right, customers will not only want to click
our emails when we send them, but they'll also have a sense
of anticipation for the emails that we'll send in the future.
When it comes to the frequency of emails you send out finding
the right balance can play a major role in maintaining
positive key performance metrics like open rates, bounce
rates, unsubscribes, et cetera.
Here are three questions you can ask yourself when
determining that sweet spot for your email campaigns.
What do I sell?
Who do I sell it to?
And what is the average purchasing cycle for a product like this?
The answer to these three questions should give you a
much better understanding of how many emails are too many.
Not too much!
When it comes to the content and copywriting in your email.
You'll want to be careful not to overdo it similar to the
anticipation and email frequency less is definitely more.
And your recipients will appreciate the effort you display
in shaving down the information to make it easier to consume.
The more content you include in your email, the more difficult
it becomes to understand what you're actually trying to say.
Think about the well-known elevator pitch, where an entrepreneur
is expected to effectively and clearly state their entire business
concept in 30 to 60 seconds.
Implementing this kind of mentality when drafting up your emails will
help you get your message out there and more importantly, help your
prospects find the information they're looking for when
considering to take action with your products and your services.
Sample first.
The last element of Dan's Ice Cream Philosophy is sample.
Sending your final email to yourself or your team for proofread
is of the utmost importance.
Creating a delicious email can be a tedious task.
And the last thing you would want is to send out an email that is
filled with spelling errors and typos missing links and images.
To your recipient, this can feel like receiving a yummy dessert only
to find a strand of hair on top.
Yuck.
Here's a short checklist that you can reference before sending out
your next email campaign to ensure that you've got all bases covered.
Send a test email to yourself, proofread, spell check,
test your subject title and fine tune your tagline.
Number four, Polish your process.
In this video, we talked about email marketing secrets and
the ultimate tips for 2021.
The main points we highlighted were building relationships,
the science of segmentation,
Dan's Ice Cream Philosophy and how to create emails that
make your customers want more.
All of these tips and strategies are part of the
email marketing process.
It's very important to understand the process of how to organize
your email marketing, as failure to understand the process will
in most cases, result in random email campaigns that don't exactly
deliver impressive results.
Email marketing can be a simple step-by-step process,
which will allow you to send out stunning emails to your
prospects on a consistent basis.
Let's take a look at the step-by-step email marketing
process, which you can use as a guide for your next
successful email campaign.
Number one.
Define create a name and a theme for your email campaign and
populate your email with clear creative and catchy content.
that your prospects will absolutely love.
Number two: test.
Send your email to yourself and your small inner circle
to proofread, spell check, and also examine how your email will
land in your recipient's inbox.
Number three: send.
Send your email campaign right away, or schedule your email to
send out a specific date in time.
Number four, measure.
Examine the performance of your emails and the
responses from your prospects.
These can include open rates, clicks, unsubscribes
and conversions.
Number five, report.
Analyze the results of your email campaign and start to make
changes and conclusions about the effectiveness of your email
marketing strategies to ensure healthy growth amongst your list.
These reports can include information such as social
shares, bounce rates, and customer behavior on your website.
Well, the secrets are out.
You now have the tools you need to start creating delicious
emails that will help you grow your business and increase
your online conversions.
Not only that, but you also have a process guideline that you can
use to ensure that your email list is getting the most value
and information in a way that feels tailored to their needs.
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