So, you want to send emails that actually land? Good. Not just hitting ‘send’ and hoping. That’s for suckers.
You need to know your reader, craft words that bite, and stay on the right side of the law. Segment your audience, a smart move.
I heard it can boost revenue something like 760%. Big number. Like catching a marlin. Let’s get your emails doing real work.
First, who are you talking to? Don’t be a fool shouting the same thing to everyone at the bar.
You wouldn’t tell a Wall Street guy the same thing as a farmer from Iowa right? Tailor your message. Break it down like a good whiskey.
- New Fish: They’re just sniffing around your bait. Welcome them.
- Old Friends: Give them the good stuff, they’ve earned it.
- Ghosts: Wake them up with something special, or let them sleep.
| Audience Segment | What They Are | What to tell them |
|---|---|---|
| New Fish | Just met you, figureing you out | Welcome, show them good stuff |
| Old friends | Always buy, loves you | Special treatment, early access |
| Ghosts | Haven’t seen them, maybe they are dead | Special offers, maybe you’ll see them again |
Next, the subject line. The gatekeeper. More important than a bouncer at a speakeasy. It decides if your email lives or dies. Keep it short. Think under 50 characters. Be specific.
“Update” is like ordering a glass of water at a bar.
Try “Angler 5000: New Gear Alert” – now that’s fishing!
| Plan | How to say it | Why it works |
|---|---|---|
| Push them | “Last Chance: 50% Off Ends Tonight!” | Makes them move now. |
| Get them Curious | “You Won’t Believe What Happened Next…” | Gets their attention. |
| Be Personal | “, A Special Offer Just For You” | Makes them feel good. |
The email itself? Short, punchy. One idea per swing. Like a good right hook. Use bullet points. Bold words that matter.
Write like you’re talking to a friend, not reading a corporate memo. And for Christ’s sake, proofread.
- Name them: Be on first name basis.
- Say what you want: What do you need them to do?
- Short and sweet: Don’t blabber.
- Do this: Tell them what to do
What do you want them to do? “Buy Now,” “Read More,” “Join Up.” Make it clear. Like a shot of whiskey. Use a button that pops. Don’t hide it. And remember, phones are king. Most folks read email on their phones. If it looks like crap there, you’re sunk. Use a template that adapts. Check it first.
Now, you need a tool to send these things.
GetResponse works. It’s got what you need to get the job done.
There are others, like Mailchimp, Constant Contact, all those guys. Each has its own style. Pick what works for you.
Consider GetResponse because it can help you win.
Finally, the list. Your ammo. Make it clean. Don’t buy lists. That’s cheating. Offer something good to get them to sign up.
- Free Stuff: Give away a short guide.
- Money Off: Offer a discount.
- Secret Stuff: Give them something special.
Remember, sending emails has rules. Know the laws. Be honest. Provide a way out. Include your address. Stay out of jail.
By following these tips and keep improving with GetResponse, you’ll make your emails a weapon.
Crafting the Email: The First Shot
The email. It’s not a letter, not a telegram.
It’s faster, cheaper, and if done right, just as effective.
But a bad email? It’s like a dull knife – useless and frustrating.
We’re going to sharpen that knife, make sure every email you send hits the mark. Think of each email as a first impression. You only get one, so make it count.
This is about getting to the point, being clear, and getting results. No fluff. No wasted words.
Before you start hammering away at the keyboard, consider the target.
Each email needs to be built with a purpose, a specific idea of what you want to get out of it. And that means knowing who you’re talking to.
Know Your Audience: Who Are You Talking To?
You wouldn’t walk into a bar and start reciting poetry, would you? Well, maybe you would, but you probably wouldn’t get very far. Same goes for email. You need to know who’s on the receiving end.
Are they old clients? New prospects? Fellow anglers? Tailor your message. It’s about respect and relevance.
- Demographics: Age, location, job title. Basic stuff, but crucial. A retired teacher in Florida isn’t going to be interested in the same things as a software engineer in Silicon Valley.
- Interests: What do they care about? What problems do they have? Know their pain points and offer solutions.
- Past Behavior: What have they bought from you before? What emails have they opened? Use this data to send them more of what they want.
Lists and Segmentation for Audience Understanding
| Audience Segment | Key Characteristics | Example Messaging |
|---|---|---|
| New Subscribers | Just joined, learning about your brand | Welcome series, introduce products/services, offer value |
| Loyal Customers | Regular purchases, high engagement | Exclusive offers, early access, loyalty rewards |
| Inactive Users | Haven’t engaged in a while, potential churn risk | Re-engagement campaign, special deals, feedback requests |
| Potential Leads | Showed interest but haven’t made a purchase | Targeted promotions, case studies, free trials |
| Demographic A | Specific age group, location, or income level | Customized content based on demographic needs and interests |
Segmenting Strategies
- Behavioral Segmentation: Grouping users based on actions taken on your website or with your emails. For example, those who frequently click on links related to specific products.
- Demographic Segmentation: Segmenting users based on demographic information like age, gender, location, and income.
- Psychographic Segmentation: Segmenting based on psychological traits like values, interests, and lifestyle.
- Engagement Segmentation: Grouping users based on their level of engagement with your emails, such as open rates and click-through rates.
- Purchase History Segmentation: Segmenting users based on their past purchases and buying behavior.
The Subject Line: Make it Count, Make it Open
The subject line is the gatekeeper.
It’s what stands between your carefully crafted email and the trash bin.
It needs to be strong, intriguing, and, above all, relevant. No lies. No clickbait. Just a clear indication of what’s inside.
- Keep it Short: Most people scan emails on their phones. Long subject lines get cut off. Aim for under 50 characters.
- Be Specific: “Important Update” is weak. “New Product Launch: The Angler 5000” is strong.
- Create Urgency: “Sale Ends Tonight” works. But don’t overuse it or you’ll sound like a carnival barker.
- Ask a Question: “Need Help With Your Email Marketing?” engages the reader.
- Personalize It: Use their name if you have it. “, Check Out This Special Offer.”
Subject Line Strategies and Examples
| Strategy | Example Subject Line | Explanation |
|---|---|---|
| Urgency | “Last Chance: 50% Off Ends Tonight!” | Creates a sense of urgency to prompt immediate action. |
| Curiosity | “You Won’t Believe What Happened Next…” | Piques interest and encourages the recipient to open the email to find out more. |
| Personalization | “, A Special Offer Just For You” | Makes the recipient feel valued and recognized. |
| Problem/Solution | “Struggling with Email Marketing? We Can Help” | Directly addresses a potential pain point and offers a solution. |
| Question | “Are You Making These Common Email Mistakes?” | Engages the recipient and encourages them to seek the answer. |
| Benefit-Oriented | “Boost Your Open Rates by 20% with These Tips” | Highlights a clear benefit for opening the email. |
| Social Proof | “Join 10,000+ Marketers Who Love This Tool” | Leverages the popularity of a product or service to increase trust. |
| Use of Emojis | “🎉 Big News! We’re Celebrating Our Anniversary” | Emojis can help draw attention and convey emotion, but use them sparingly and appropriately. |
| Numbers and Statistics | “5 Proven Strategies to Increase Sales by 30%” | Provides concrete data to entice the recipient. |
| Exclusive Offer | “Exclusive Invite: VIP Access to Our New Product” | Makes the recipient feel special and valued. |
Body Text: Keep it Short, Keep it Sharp
No one wants to read a novel in an email. Get to the point. State your case. Be clear about what you want the reader to do.
Use short paragraphs, bullet points, and strong verbs. Think Hemingway, not Faulkner.
- Start Strong: The first sentence is crucial. Grab their attention immediately.
- One Idea Per Paragraph: Keep it focused and easy to read.
- Use Bullet Points: Break up long blocks of text and highlight key information.
- Bold Important Words: Draw the eye to what matters.
- Write Like You Talk: Conversational tone is more engaging than corporate jargon.
- Proofread: Nothing kills credibility like typos.
Crafting Effective Body Text
-
Personalize the Opening:
- Start with a personalized greeting, addressing the recipient by name when possible. This immediately grabs their attention and makes the email feel more personal. For example, “Hi ,” instead of a generic “Dear Customer”.
-
Clearly State the Purpose:
- In the first paragraph, clearly state the purpose of the email. What do you want the recipient to know or do? This avoids confusion and respects their time. For instance, “I’m writing to inform you about our upcoming summer sale” or “We’re excited to announce the launch of our new product”.
-
Use Short, Concise Paragraphs:
- Keep paragraphs short and to the point. Long blocks of text can be overwhelming and discourage reading. Aim for paragraphs that are no more than three to four sentences long.
-
Highlight Key Information:
- Use bullet points, numbered lists, and bold text to highlight important information. This makes it easier for the reader to scan the email and quickly grasp the key points.
-
Maintain a Conversational Tone:
- Write in a conversational style, as if you were speaking directly to the recipient. Avoid jargon and overly formal language. This helps build rapport and makes the email more engaging.
-
Include a Clear Call to Action CTA:
- Every email should have a clear and concise call to action. Tell the recipient exactly what you want them to do, whether it’s visiting your website, making a purchase, or signing up for a newsletter.
-
Use Visual Elements:
- Incorporate relevant images or GIFs to break up the text and make the email more visually appealing. Visuals can help convey your message more effectively and capture the reader’s attention.
-
Ensure Mobile Responsiveness:
- Make sure your email is optimized for mobile devices. A large percentage of emails are opened on smartphones, so it’s crucial that your email looks good and is easy to read on smaller screens.
-
End with a Personal Closing:
- Close the email with a personal touch. Use a friendly sign-off like “Best regards,” or “Thank you,” followed by your name. This leaves the recipient with a positive impression.
-
Example Body Text:
Hi ,
I hope this email finds you well.
I’m excited to share some updates about our latest product launch, designed to help you streamline your workflow.
Here are a few key features:
* Easy Integration: Seamlessly connects with your existing tools.
* User-Friendly Interface: Simple and intuitive design for quick adoption.
* Enhanced Security: Top-notch security measures to protect your data.
Ready to learn more? Visit our website to explore the full features and benefits: .
Thank you for your continued support.
Best regards,
Call to Action: What Do You Want Them to Do?
Every email needs a purpose.
What action do you want the reader to take? Make it clear, concise, and easy to execute.
Use strong action verbs and a prominent button or link. Don’t make them guess.
- Use Action Verbs: “Buy Now,” “Learn More,” “Sign Up Today.”
- Make it Visual: Use a button with a contrasting color to make it stand out.
- Keep it Above the Fold: Don’t make them scroll to find the CTA.
- One CTA Per Email: Don’t confuse them with too many options.
- Make it Easy to Click: Ensure the button or link is large enough to tap on a mobile device.
Call to Action Examples and Best Practices
| Type of CTA | Example | Best Practices |
|---|---|---|
| Purchase | “Shop Now” | Use a contrasting color for the button, place it prominently, and link directly to the product page. |
| Learn More | “Discover More” | Link to a detailed product page, blog post, or case study. Provide enough information to encourage further engagement. |
| Sign Up | “Get Started Today” | Clearly state the benefits of signing up, such as exclusive content or early access. Keep the signup process simple and quick. |
| Download | “Download Now” | Provide a clear file size and format. Ensure the download link is easily accessible and the download process is seamless. |
| Contact Us | “Reach Out” | Link to a contact form or provide direct contact information. Assure prompt responses and helpful assistance. |
| Join the Community | “Join Our Community” | Explain the benefits of joining, such as networking opportunities and exclusive content. Provide a direct link to the community forum or group. |
| Request a Demo | “Request a Free Demo” | Clearly outline what the demo will cover and how it will benefit the user. Make the request process simple and straightforward. |
| Limited Time Offer | “Claim Your Discount Now” | Create a sense of urgency and highlight the savings. Link directly to the offer page with clear terms and conditions. |
| Read More | “Continue Reading” | Link to the full article or blog post. Tease the content with an engaging excerpt to encourage further reading. |
| Register Now | “Save Your Spot” | Highlight the event details and benefits of attending. Make the registration process simple and quick. |
Mobile Ready: See it on a Phone
Most people check their email on their phones.
If your email looks like garbage on a mobile device, you’ve wasted your time.
Use a responsive design that adapts to different screen sizes. Test it on your own phone before you send it.
- Use a Responsive Template: Most email platforms offer templates that automatically adjust to different screen sizes.
- Large Font Size: Make sure the text is easy to read on a small screen. Aim for at least 14 pixels.
- Mobile-Friendly Images: Optimize images for mobile to reduce loading time.
- Test on Multiple Devices: Check how your email looks on both Android and iOS devices.
- Use Single-Column Layouts: These are easier to read on mobile screens.
Mobile Optimization Checklist
- Responsive Design: Ensure your email template adapts to different screen sizes automatically.
- Font Size: Use a minimum font size of 14 pixels for body text to ensure readability on smaller screens.
- Image Optimization: Compress images to reduce file size and loading time on mobile devices.
- Button Size and Placement: Make buttons large enough to tap easily with a finger, and ensure they are placed in a prominent location.
- Single-Column Layout: Use a single-column layout to make it easier for users to scroll and read the content on mobile devices.
- Whitespace: Add sufficient whitespace around text and images to prevent the layout from feeling cramped on smaller screens.
- Touch-Friendly Links: Ensure all links are easily tappable and spaced out to avoid accidental clicks.
- Subject Line Length: Keep subject lines short under 50 characters to prevent truncation on mobile devices.
- Preview Text: Use preview text to provide additional context and entice users to open the email.
- Testing: Test your email on multiple mobile devices and email clients to ensure it renders correctly.
Choosing Your Weapon: Email Platforms
You need a tool to send your emails.
There are plenty of options, each with its strengths and weaknesses. Choose the one that fits your needs and budget. Don’t overspend on features you won’t use. Start simple and scale up as needed. Each platform offers different features.
Some are easier to use, some are more powerful, and some are just plain cheaper.
Before choosing, think about what you need.
Number of subscribers? Automation? Reporting? Integration with other tools? Make a list and compare.
Mailchimp: The Old Reliable
Mailchimp is the granddaddy of email marketing platforms. It’s been around forever, and for good reason.
It’s easy to use, has a generous free plan, and integrates with just about everything.
If you’re just starting out, Mailchimp is a good place to begin.
- Pros: User-friendly, free plan for small lists, lots of integrations.
- Cons: Can get expensive as your list grows, limited automation in the free plan.
Mailchimp Features and Benefits
| Feature | Description | Benefits |
|---|---|---|
| Email Campaigns | Create and send targeted email campaigns to your subscribers. | Reach your audience with personalized messages and drive engagement. |
| Automation | Automate email sequences based on triggers and behaviors. | Save time and effort by automating repetitive tasks, such as welcome emails and follow-ups. |
| Segmentation | Divide your subscribers into targeted groups based on demographics, interests, and behaviors. | Send more relevant emails to specific segments, increasing open rates and conversions. |
| A/B Testing | Test different versions of your emails to see which performs best. | Optimize your email campaigns for maximum effectiveness by testing subject lines, content, and CTAs. |
| Reporting and Analytics | Track key metrics such as open rates, click-through rates, and conversions. | Gain insights into your audience and campaign performance, allowing you to make data-driven decisions. |
| Integrations | Connect Mailchimp with other tools and platforms, such as e-commerce platforms and CRM systems. | Streamline your workflow and centralize your marketing efforts. |
| Landing Pages | Create landing pages to capture leads and promote your products or services. | Drive traffic and conversions with dedicated landing pages that complement your email campaigns. |
| Social Media Ads | Run targeted social media ads directly from Mailchimp. | Reach a wider audience and drive traffic to your website or landing pages. |
| Customer Journey Builder | Design personalized customer journeys to guide your subscribers through the sales funnel. | Nurture leads and drive conversions with automated and personalized customer experiences. |
Constant Contact: For When Simple Works
Constant Contact is another easy-to-use platform, popular with small businesses.
It’s not as feature-rich as Mailchimp, but it’s straightforward and reliable.
If you value simplicity over complexity, Constant Contact might be a good fit.
- Pros: Very easy to use, good customer support, reliable delivery.
- Cons: Fewer features than Mailchimp, can be expensive for larger lists.
Constant Contact Key Features
| Feature | Description | Benefits |
|---|---|---|
| Email Marketing Campaigns | Design and send professional-looking emails with ease using customizable templates. | Engage subscribers with visually appealing and informative emails. |
| Contact Management | Organize and segment your contacts to send targeted emails. | Improve email relevance and engagement by sending tailored content to specific groups. |
| Automation Tools | Set up automated email series to nurture leads and engage customers. | Save time and effort with automated welcome emails, birthday emails, and follow-up sequences. |
| Reporting and Analytics | Track key metrics like open rates, click-through rates, and conversions to measure campaign performance. | Gain insights into audience behavior and optimize email campaigns for better results. |
| Social Media Integration | Connect your Constant Contact account with social media platforms to expand your reach. | Promote your email campaigns on social media and drive traffic to your website. |
| Event Management | Create and promote events, manage registrations, and send event-related emails. | Streamline event planning and communication, ensuring a successful event experience. |
| Website Builder | Build a simple website or landing page to capture leads and promote your business. | Create a professional online presence without coding knowledge. |
| Online Surveys | Create and send surveys to gather feedback from your audience. | Gain valuable insights into customer preferences and improve your products or services. |
| Integrations | Connect Constant Contact with other marketing and business tools to streamline your workflow. | Integrate email marketing with your CRM, e-commerce platform, and other essential tools for a unified marketing strategy. |
ConvertKit: Aimed at the Creator
ConvertKit is designed for creators – bloggers, authors, podcastians, and the like.
It focuses on list building, automation, and selling digital products.
If you’re selling ebooks or online courses, ConvertKit is worth a look.
- Pros: Excellent for list building, strong automation features, easy to sell digital products.
- Cons: Less visually appealing than Mailchimp, can be more expensive for large lists.
ConvertKit Core Functionalities
| Functionality | Description | Benefits |
|---|---|---|
| Email Marketing | Create and send targeted email campaigns to your subscribers. | Reach your audience with personalized messages, promote your products or services, and build lasting relationships. |
| Automation | Automate your email marketing workflows based on triggers and actions. | Save time and effort by automating repetitive tasks, such as welcome emails, follow-up sequences, and content delivery. |
| Landing Pages and Forms | Design and build landing pages and forms to capture leads and grow your email list. | Attract new subscribers with visually appealing and high-converting landing pages, and collect valuable information through customizable forms. |
| Segmentation | Segment your subscribers based on interests, behaviors, and demographics. | Send targeted emails to specific groups, increasing engagement and conversions. |
| Email Sequences | Create automated email sequences to nurture leads, onboard new customers, and promote your products or services. | Guide your subscribers through the customer journey with personalized and timely messages, increasing the likelihood of conversion and retention. |
| Reporting and Analytics | Track key metrics like open rates, click-through rates, and conversions to measure campaign performance. | Gain insights into your audience and optimize your email marketing strategy for better results. |
| Integrations | Connect ConvertKit with other tools and platforms, such as e-commerce platforms, CRM systems, and membership sites. | Streamline your workflow and centralize your marketing efforts. |
| Subscriber Management | Manage your subscribers with ease, including importing, exporting, and segmenting your list. | Maintain a clean and organized email list, and ensure that you are sending the right messages to the right people. |
| Visual Automation Builder | Design complex automation workflows with a drag-and-drop interface. | Create sophisticated customer journeys that adapt to your subscribers’ behaviors, increasing engagement and conversions. |
HubSpot: Big Gun for Big Game
HubSpot is a full-fledged marketing platform.
It’s got email marketing, CRM, sales tools, and more. It’s powerful, but it’s also complex and expensive.
If you’re serious about marketing and have the budget, HubSpot is worth considering.
- Pros: All-in-one marketing platform, powerful automation, excellent CRM.
- Cons: Complex, expensive, can be overkill for small businesses.
HubSpot Email Marketing Benefits
| Benefit | Description |
|---|---|
| Personalization | Tailor email content to individual recipients based on their behaviors, interests, and demographics. |
| Automation | Automate email sequences and workflows based on triggers, such as form submissions, website visits, or purchase history. |
| Segmentation | Segment your email list based on various criteria to send targeted messages to specific groups of subscribers. |
| A/B Testing | Test different versions of your emails to optimize subject lines, content, and calls-to-action for better performance. |
| Reporting and Analytics | Track key metrics like open rates, click-through rates, and conversions to measure the success of your email campaigns. |
| Integration with HubSpot CRM | Seamlessly integrate email marketing with HubSpot’s CRM to gain a comprehensive view of your customers and their interactions with your business. |
| Email Health Monitoring | Monitor your email deliverability and sender reputation to ensure your emails reach your subscribers’ inboxes. |
| Drag-and-Drop Email Editor | Create visually appealing and responsive email templates with an easy-to-use drag-and-drop editor. |
| Email Scheduling | Schedule emails to be sent at optimal times based on subscriber behavior and time zones. |
| Mobile Optimization | Ensure your emails are optimized for viewing on mobile devices to provide a seamless experience for subscribers on the go. |
The List: Your Ammunition
An email platform is just a tool. The real power comes from your list. A list of people who want to hear from you. Build it carefully. Nurture it. Treat it with respect. Without a good list, your emails are just noise.
Think of your email list as your most valuable asset.
It’s a direct line to your customers, a group of people who have given you permission to communicate with them. Don’t abuse that privilege.
Build it Clean: No Dirty Names
Don’t buy lists. Don’t scrape websites. Don’t add people without their permission. It’s illegal, it’s unethical, and it doesn’t work.
You’ll end up with a list full of spam traps and uninterested people.
Build your list organically, one subscriber at a time.
- Use Opt-In Forms: Require people to confirm their subscription.
- Offer Value: Give them a reason to sign up. A free ebook, a discount code, exclusive content.
- Be Transparent: Tell them what they’re signing up for and how often you’ll email them.
- Clean Your List Regularly: Remove inactive subscribers.
Strategies for Building a Clean Email List
| Strategy | Description | Benefits |
|---|---|---|
| Double Opt-In | Require subscribers to confirm their email address by clicking a link in a confirmation email. | Ensures that subscribers are genuinely interested in receiving your emails and reduces the risk of spam complaints. |
| Offer Valuable Incentives | Provide something of value in exchange for signing up, such as a free e-book, discount code, or exclusive content. | Attracts more subscribers and increases the likelihood that they will engage with your emails. |
| Use Opt-In Forms | Embed opt-in forms on your website, blog, and social media pages to make it easy for people to subscribe. | Captures leads from various sources and grows your email list organically. |
| Promote Your Newsletter | Promote your newsletter on your website and social media channels to attract new subscribers. | Increases awareness of your newsletter and encourages people to sign up. |
| Run Contests and Giveaways | Host contests and giveaways that require email sign-ups to participate. | Generates excitement and encourages people to subscribe to your email list for a chance to win prizes. |
| Collect Emails at Events | Collect email addresses from attendees at trade shows, conferences, and other events. | Expands your email list with qualified leads who are interested in your industry. |
| Segment Your List | Divide your subscribers into targeted groups based on their interests, demographics, and behaviors. | Sends more relevant emails to specific segments, increasing open rates and conversions. |
| Regularly Clean Your List | Remove inactive subscribers from your email list to improve deliverability and engagement rates. | Maintains a healthy email list and ensures that you are only sending emails to people who are interested in receiving them. |
Offer Something: Get Them to Sign Up
People aren’t going to give you their email address for nothing. You need to offer them something in return. A lead magnet. A bribe.
Whatever you want to call it, it needs to be valuable enough to make them want to sign up.
- Free Ebook: A short, informative guide on a topic related to your business.
- Discount Code: A percentage off their first purchase.
- Free Trial: Access to your product or service for a limited time.
- Exclusive Content: Content that’s not available anywhere else.
- Webinar: A live presentation on a topic of interest.
Effective Lead Magnet Examples
| Lead Magnet Type | Description | Benefits |
|---|---|---|
| E-book | A comprehensive guide on a specific topic related to your industry or business. | Provides in-depth knowledge and positions you as an expert in your field. |
| Checklist | A step-by-step guide to help your audience achieve a specific goal. | Offers practical advice and simplifies complex tasks. |
| Template | A pre-designed document or tool that your audience can use to save time and effort. | Streamlines workflows and improves productivity. |
| Cheat Sheet | A concise summary of key information on a specific topic. | Provides quick and easy access to essential knowledge. |
| Case Study | A real-world example of how your product or service has helped a customer achieve success. | Builds credibility and demonstrates the value of your offering. |
| Free Trial | A limited-time access to your product or service. | Allows potential customers to experience the benefits of your offering firsthand. |
| Discount Code | A percentage off or dollar amount discount on a purchase. | Incentivizes immediate action and drives sales. |
| Webinar | An online presentation or workshop on a specific topic. | Provides valuable insights and allows you to interact with your audience in real-time. |
| Free Assessment | A quiz or survey that provides personalized feedback and recommendations. | Engages your audience and provides valuable information about their needs and preferences. |
| Resource Library | A collection of useful resources, such as articles, videos, and templates. | Provides ongoing value and positions you as a trusted source of information. |
Segment: Divide and Conquer
Not everyone on your list is the same.
They have different interests, different needs, and different buying habits. Segment your list and send them targeted emails. It’s more work, but it’s worth it.
- Demographics: Age, location, job title.
- Interests: What topics are they interested in?
- Past Behavior: What have they bought from you before? What emails have they opened?
- Engagement Level: How often do they open your emails? How often do they click on your links?
Segmentation Strategies and Criteria
| Segmentation Strategy | Criteria | Benefits |
|---|---|---|
| Demographic | Age, gender, location, income, education, occupation, family status | Tailor messaging to resonate with specific demographic groups, improving relevance and engagement. |
| Behavioral | Purchase history, website activity, email engagement opens, clicks, product usage, customer loyalty | Send targeted offers and content based on past interactions and preferences, increasing conversion rates and customer satisfaction. |
| Psychographic | Interests, values, lifestyle, attitudes, personality traits | Craft messaging that aligns with the psychological characteristics of your audience, fostering a deeper connection and brand loyalty. |
| Geographic | Country, region, city, climate, time zone | Customize offers and promotions based on location-specific factors, such as weather, events, and cultural preferences. |
| Engagement Level | Active subscribers frequent openers and clickers, inactive subscribers haven’t opened emails in a while, new subscribers, churned subscribers | Re-engage inactive subscribers with targeted campaigns, reward loyal customers with exclusive offers, and nurture new subscribers with welcome series. |
| Purchase History | Customers who have purchased specific products or services, customers who have spent a certain amount of money, customers who have made recent purchases, customers who have made repeat purchases | Send targeted upsell and cross-sell offers based on past purchases, recommend relevant products or services, and reward loyal customers with exclusive deals. |
| Website Activity | Visitors who have viewed specific pages, downloaded resources, submitted forms, or abandoned carts | Send personalized follow-up emails based on website behavior, offer assistance to those who abandoned carts, and provide relevant resources to those who have shown interest in specific topics. |
Laws of the Land: Don’t Get Arrested
Email marketing is regulated.
You can’t just send whatever you want to whomever you want.
There are laws in place to protect consumers from spam and abuse. Know the rules. Follow them. Or face the consequences.
CAN-SPAM: Know the Rules
The CAN-SPAM Act is a US law that sets the rules for commercial email.
It requires you to be truthful, to provide an unsubscribe link, and to include your physical address in every email. Violations can result in hefty fines.
- Don’t Use False or Misleading Subject Lines: Be honest about what your email is about.
- Identify Your Message as an Advertisement: Make it clear that you’re selling something.
- Tell Recipients Where You’re Located: Include your physical address in every email.
- Tell Recipients How to Opt-Out of Receiving Future Email from You: Provide a clear and easy-to-find unsubscribe link.
- Honor Opt-Out Requests Promptly: Remove subscribers from your list within 10 business days.
- Monitor What Others Are Doing on Your Behalf: You’re responsible for the actions of your affiliates.
Key Provisions of the CAN-SPAM Act
| Provision | Description | Compliance Tips |
|---|---|---|
| Accurate Header Information | Email headers, including the “From,” “To,” and routing information, must be accurate and not misleading. | Ensure that your email headers accurately reflect the sender and the recipient of the email. |
| Non-Deceptive Subject Lines | Subject lines must accurately reflect the content of the email and not be deceptive or misleading. | Avoid using sensational or misleading language in your subject lines. |
| Identification as Advertisement | The email must clearly and conspicuously identify itself as an advertisement or solicitation. | Include a statement in your email that it is an advertisement or promotional message. |
| Physical Postal Address | The email must include a valid physical postal address for the sender. | Include your company’s physical address in the footer of your email. |
| Opt-Out Mechanism | Recipients must be provided with a clear and easy-to-use opt-out mechanism to unsubscribe from receiving future emails. | Include a prominent unsubscribe link in the footer of your email. |
| Honor Opt-Out Requests | Opt-out requests must be honored promptly, typically within 10 business days. | Remove subscribers from your email list immediately upon receiving an opt-out request. |
| Monitoring Third Parties | If you hire a third party to handle your email marketing, you are responsible for ensuring that they comply with the CAN-SPAM Act. | Conduct due diligence on your email marketing vendors and ensure that they have |
Conclusion
So, you’ve reached the end of the trail.
You’ve learned about crafting emails that hit the mark, knowing your audience, writing subject lines that get opened, and platforms that help you send them. Now, what’s the final word?
Email marketing, like any worthwhile endeavor, demands respect.
Respect for your audience, for the law, and for the craft itself. Don’t treat it as a get-rich-quick scheme.
Treat it as a way to build relationships, to offer value, and to connect with people who want to hear from you.
Remember those stats? According to recent studies, segmented email campaigns can yield as much as a 760% increase in revenue.
It’s not just about blasting out messages, it’s about sending the right message to the right person at the right time.
And that starts with understanding who you’re talking to and what they need.
So go out there, build your list, write your emails, and send them with confidence.
But always remember to keep it short, keep it sharp, and keep it real.
Your email campaign is your shot, now is time to aim and fire.
Frequently Asked Questions
Why is knowing my audience so crucial for email marketing?
Knowing your audience is like knowing your fishing spot.
You wouldn’t use the same bait for trout as you would for marlin, right? Demographics, interests, past behavior – it all matters. Tailor your message, and you’ll get a better bite. It’s about being relevant and showing respect.
How can I craft a subject line that actually gets opened?
The subject line is the first test. Keep it short, under 50 characters.
Be specific, create urgency, ask a question, personalize it.
“Sale Ends Tonight” gets more attention than “Important Update.” Think of it as a headline. Make it count.
What’s the best approach to writing the body of an email?
Short and sharp. Like a well-aimed bullet.
Start strong, one idea per paragraph, use bullet points, bold important words. Write like you talk, and for God’s sake, proofread. No one wants to wade through a swamp of typos.
How important is a call to action CTA in an email?
The CTA is the point.
What do you want them to do? “Buy Now,” “Learn More,” “Sign Up Today.” Make it clear, concise, and easy to execute. Use a strong action verb and a prominent button. Don’t make them guess.
Why is mobile optimization necessary for email marketing?
Everyone’s on their phones.
If your email looks like garbage on a mobile device, you’ve wasted your time. Use a responsive design.
Large font size, mobile-friendly images, single-column layouts. Test it on your own damn phone.
Which email platform should I choose for my business?
Depends on the game you’re playing. Mailchimp is good for starting out. Constant Contact is simple and reliable. ConvertKit is for creators. HubSpot is for the big boys with big budgets. Choose the one that fits your needs. Don’t overspend on features you won’t use.
GetResponse is also a good option
How do I build an email list the right way?
Build it clean. No dirty names. Don’t buy lists. Don’t scrape websites.
Use opt-in forms, offer value, be transparent, clean your list regularly. It’s about quality, not quantity.
What kind of lead magnet should I offer to entice sign-ups?
Offer something they want.
A free ebook, a discount code, a free trial, exclusive content, a webinar.
Make it valuable enough to make them want to sign up. Think about what your audience needs.
Why is segmenting my email list so important?
Not everyone’s the same.
Segment your list by demographics, interests, past behavior, engagement level. Send them targeted emails. It’s more work, but it’s worth it. Relevant emails get opened. Irrelevant emails get deleted.
What’s the CAN-SPAM Act and why should I care?
The law. Know the rules.
Be truthful, provide an unsubscribe link, include your physical address.
Don’t use false subject lines, identify your message as an advertisement, honor opt-out requests. Or face the consequences.
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