Knowing how to create an effective email campaign, whether it’s B2B, B2C, lead nurturing, informational, a cold-email, or transactional email, is growing in importance. It used to be that you could just write up a quick email, or use a free template and throw in your logo. Now, those aren’t bad choices, email marketing has just become such a competitive space that you need to ensure your message is getting through.
You may not notice it, but companies are spending a lot of time with emails. You likely see them and delete them, but those emails can sometimes take hours and countless drafts to create. Why? Every element is nit-picked, researched, tested, all to ensure that you open and click through.
When creating an email, the first thing you need to think of before even starting to design or write is what the point of the email is. Maybe you want to send a thank you email to those who sign up for your newsletter. Ok, that’s a start. But what’s the point of your newsletter. Maybe it’s to get people interested in your consulting business, maybe you sell products or a book. Whatever it is, keep that goal in mind. You want your “thank you” email to thank the person for signing up, but you also want it to remind them of your business. Maybe your thank you will have a link directing them to some blog articles you have, or information about your site. Whatever it is, be sure your emails all have a goal in mind.
Next, comes the subject line. One important piece of not getting sent to the spam folder is to keep your subject lines honest. When you think of scams you think of products that make promises like “change your life forever” or “earn $10k in 1 week”. Your emails should have informative, catchy subject lines. Now informative and attention grabbing are two very different things, that’s why subject lines are so hard to craft. Hopefully, your email provider offers A/B testing so you can try out some different lines. Your best bet is to be short, personalized, and relevant to the content of the email.
Next comes the “sender” name. You may not think it means much but the from name is important. Look at your inbox. Most of the emails you’ve opened are likely from people you know. Now check your promotions tab (if you’re in Gmail). Notice that many emails use the name of the company (Arby’s, MailChimp, Jack in the Box) and others will use a person’s name and the company (Faye from Treehouse, Sergie from Webflow). These person/company sender names convey that you’re talking to a specific person from a company. It’s important to have that company name in there still because people get so many emails it is doubtful they will remember exactly who “Amy” is. But “Amy from MailChimp” will ring a bell.
Using segmentation is key to keeping people interested in whatever you have to send them. If you have a list of 10,000 emails, there’s a good chance that not all of them have the same interest in your company. If you’re a sporting goods website, it’s likely that 10% are interested in sportswear, 25% in football, 5% in tennis, and so on. Football fans are not going to be interested in receiving tennis deals and vice versa. It’s a good idea to segment your contact list into relevant group interests or demographics (city, occupation, etc). That way you can send more personalized emails to these groups that keep them engaged.
These are just a few things to keep in mind as you create your email. You also must think long and hard about the content, images, design, and call to action you plan to use.
Email Marketing Guides
A Beginner’s Guide to Successful Email Marketing-Kissmetrics
Email Marketing Guides – AWeber
Email Marketing Field Guide– MailChimp