how to send the right email in 5 steps
TRANSCRIPT
How to Send the Right Email5 steps Guide
Determine your Audience
1. Understanding your audience is the most important part of email marketing.
2. First question: Who are you sending your emails to?
2. Your buyer’s journey: Make a detailed list of your audience buying process.
3. How they found your website? How did they make a purchase? What did they buy?
Segment your Contact Database
1. Develop your buyer personas at their decision stage.
2. Develop your personas based on their company, industry, department, country, demographics, ect…
3. Describe each personas decision stage on their buyer’s journey & the events leading to a conversion.
4. Know the search terms your personas used to get to your website and the pages they visited.
Send the Right Email at the Right Time
1. Know the stage you are in: You can’t send the right email if you don’t understand the stage you are in your campaign, marketing plan, etc..
2. Find ways to captivate and engage your contacts at all stages with email marketing.
3. Examples: During awareness campaigns send out video promotions. To get email sign up do webinars & case study. Give price cut with free trials.
4. Lead nurturing: Build a relationship with prospects over time.
Optimize for Mobile
1. Responsive on all devices
2. Bigger is better: Make sure your email is readable by just opening it.
3. Clear and concise message: your contact should know what your email is about only by scanning trough or reading the headline.
4. Avoid using heavy and unreadable fonts for your emails or your contacts will close it in less than a second.
Small Guide to Email Marketing
1. Define a clear goal for your emails.
2. Make it an email story line: Instead of sending 1 email send 2 to 3 as a story. This works very well for fundraising.
3. Personalize your emails: The person’s name, your personal name and signature.
4. Focus on engagement: Focus on conversions from emails, so add links!
5. Add a call to action
6. Remember the details.
7. Test and analyze: Always do an A/B email testing on your templates.
