Cortex Marketing

These email marketing tips are presented by our partners at Hubspot. The original article was written by Lindsay Kolowich Cox @lkolow.

1. Understand who you’re emailing.

Have you ever heard the saying from Meredith Hill, “When you speak to everyone, you speak to no one“? What Hill is getting at here is that if you’re watering down your message to apply to your entire audience, you’re leaving an opportunity on the table — the opportunity for creating high-value, specific, relevant content that speaks directly to the recipient.

With this in mind, the key to a great email marketing campaign is identifying your audience and using email segmentation to ensure you’re delivering to the right people at the right time. If you can accomplish this and build it into your strategy, you can get more creative and specific with your messaging.

2. Create a goal for the Email Marketing campaign.

Even with email marketing being a relatively low-risk and high-reward activity, you don’t want to send emails for emails’ sake. In other words, you won’t be successful simply because you marked it from your to-do list.

Instead, you should be intentional about what you want to get from your emails because that will help you target the right audience and build the right emails. For example, if you know you want to nurture leads from MQL to SQL, you can create a segment of MQLs and create content that is educational and persuasive enough to move them closer to a buying decision.

3. Outline the email (or emails) that will be included in the campaign.

Once you know who you’re emailing and why, it’s time to strategize how to move them from A (where they are) to B (where you want them to be, the goal of the campaign).

Keep in mind that you can’t expect a single email to do everything. Your email campaign can be made up of multiple emails, so consider taking your email recipients on a journey with each email serving a single purpose. This will increase the odds of each email being successful in its role toward reaching your goal.  After all, “A confused mind says no.”

For example, if you’re doing a lead nurturing campaign, you might have a few educational emails to take them from the awareness stage to the consideration stage before providing more conversion-focused content.

The longer the buying process and sales cycle, the more emails you’ll need.

4. Spend time on the subject lines.

No one gets to the body content of your email unless they first click the subject line. That’s why it’s so important to consider your subject lines carefully: They’re like gatekeepers for the rest of your information.

Check out our article on the best tips for writing email subject lines.

5. Write copy that’s suited for them.

Once you know the purpose of each email you’re sending and you have the subject lines, you can write the copy that will engage your list. Consider where your audience is in their buying journey and provide the type of content that they’ll find useful. For example, it doesn’t make sense to promote products if you’re emailing a segment of subscribers who are largely in the awareness stage of the buying journey.

6. Use a comprehensive email builder.

Once you’ve written the copy for your emails, you’ll want to build them out in the email software client you’re intending to use.

There are several options depending on your needs, including Constant Contact of which you can start for FREE today, with no credit card required. Within this FREE-TRIAL offer, if you click on this link, you will also get a call from Constant Contact’s awesome customer service team and get a 30% discount for the first 90-days/3-months.

With a comprehensive email builder, you can create, optimize, and personalize your own email campaigns without needing any technical or graphic design experience.

7. Email Marketing should always include personalization elements and excellent imagery.

Marketing emails need to be personalized to the reader and filled with interesting graphics.

Few people want to read emails that are addressed “Dear Sir/Madam” — as opposed to their first or last name — and even fewer people want to read an email that simply gives them a wall of text. Visuals help your recipients quickly understand the point of the email.

8. Email Marketing campaigns should Include calls-to-action where appropriate.

Remember, if you’re taking-up your audience’s time — and inbox space — with another email, your message must have a point to it. Consider what you want your email recipients to take away from the email.

In most cases, you’ll want to add a call-to-action (CTA) for them to take further action.

Your goal behind the CTA may vary depending on the audience’s buyer’s journey stage and what you want to accomplish with your email campaign. For example, you may simply want to engage them further with another piece of content, or you might want to get them to make a purchase.

Regardless of what it is, you should follow CTA best practices such as making the ask with clear language and emphasizing it with contrasting design elements.

9. Test your emails and make sure they work on all devices.

Once your emails are built out, check them over before hitting the send button. Effective email marketing campaigns are designed for all devices on which users can read their emails — desktop, tablet, and mobile. Consider sending them as a test to a colleague and checking them across multiple devices and email clients.

Want a quick refresher on how to master marketing email? Check out this helpful video:

 

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Now that you know how to responsibly wield email marketing, grab some inspiration on other topics for your marketing.