Email Marketing | Email Marketing Tutorial | What Is Email Marketing & How Does It Work |Simplilearn

Welcome everyone this is rob sanders with simply learn and welcome today we're going to talk about email marketing tutorial so buckle up and let's get started with email marketing tutorial and so let's start out asking the question why email marketing so linda is the owner of an e-commerce company and basically she isn't able to take her leads the leads she's Collecting per day per month and convert them into customers okay so customers sign up but they don't buy her product so she's left scratching her head wondering what to do so how's she gonna solve the

problem of converting the lead she gets into paying customers well look no further than email market so you can boost your sales funnel with the help of email marketing so email marketing leads to email campaigns that lead to website Visits that can lead to product purchasing email markings also and a it's a very good way to generate a high return on investment so linda thinks this is too good to be true your challenge made is a very efficient way to generate a return on my investment how expensive is email marketing well email marketing is neither

expensive or time consuming that's the beauty of email marketing and so linda is now Very interested we've piqued her interest she wants us to explain email marketing to her in detail and that's exactly what we're going to do we're going to talk about email marketing in detail so for everyone out there listening what's in it for you why are you going to invest your time and listening to simply learn and me talk about email Marketing because we're going to talk about everything there is about email marketing in today's webinar so what is it for those

that aren't really familiar with the intricacies of email marketing we're gonna talk about how to set up email marketing we're gonna discuss all the benefits of email marketing we're gonna get into a b testing we're gonna get into the automation of emails the types of emails how to engage new users and we're going to give you a demo so There's a lot going on in this webinar like i said buckle up and let's get started and talk about what is email marketing so as i mentioned to linda it's an efficient way to convert leads into

sales why because we can send personalized emails to a specific audience a targeted audience if somebody's interested in our products we can reach out to them via email it can also be used to remarket pre-qualified Leads so anybody who's pre-qualified we can go ahead and communicate with them as well so email marketing is a very effective at different stages in the funnel okay so when i say funnel customer life cycle so we have awareness consideration purchase retention and advocacy okay so let's talk about each one of these parts of the funnel or customer life cycle

if you will so let's start with awareness at the very top so email marketing allows customers to Recognize their problems after which you can educate them on how your brand can solve them okay just like any other marketing channel somebody's looking for something in need of something and we can come to the rescue in this case we're going to come to the rescue with email and we can go ahead and educate them on what their need is and how we can collaborate with them help them educate them solve their problems with our product okay so

that's what email's Going to do we're going to communicate with them via email and we're going to bring awareness to the problem by solving the problem that's what email is good for okay good for generating awareness for our brand for example we can share a newsletter with our customers so we're running a cosmetics company we can basically educate them on the five important skin care products that everyone should have okay so we can get them to click on the call to action To learn more so if somebody's having some skin care issues or not sure

what products to buy you know an email can cover that okay the next step in the customer life cycle is consideration so customers focused on searching for relevant products and compares the products with similar ones okay so they're definitely looking they're a little further in the process they're educated they know what they're looking for so we can really hit them With the right email we can send a relevant email to promote our product okay discover that perfect moisturizer for your skin that perfect skin moisturizer smooths hydrates and contains spf 20. so we got the perfect

product for that person who's further along the funnel and really is ready to purchase that product so we can hit that person up with the perfect messaging talk about purchase the next step in the life cycle well purchase well with Purchase we can send an email that encourages that customer purchase our product by offering them something okay by giving an offer for example we can give a discount discounts always tend to work so that moisturizer that that particular customer was considering buying well they can move from consideration to purchasing because we're going to offer them

a discount they can't refuse okay so you know it could beat for a specific date okay it Could be you know something that's going to get them excited to buy the product twenty percent off of moisturizers pretty good deal and especially if that percentage off is better than the other products they were considering buying so getting somebody that extra incentive to purchase the product goes a long way via email okay we want to take that next step in the life cycle and nurture our relationship with customers to ensure they're loyal okay they've already Purchased how

do we get them purchased again that's retention we want to retain our customers we want to get them back to buy the same product or similar products or completely different products in our inventory so what do we do we're going to send an email we're going to send an email to active customers okay we're going to give them an offer just for them exclusively just for them in this example we're gonna give them a combo pack a facial kit at Just 39 and get a sunscreen worth ten dollars for free so you can come up

with all sorts of different combinations on offers key is the offer is exclusively just for those who you want to target and retain as customers because if you just get somebody to purchase once it's not going to work those people have already taken the that step in the relationship where they trust your product they purchase your product now you want to go ahead and treat that Customer special by giving them an exclusive offer and then what we want to do is advocacy last step in that customer lifestyle we want to convert that active customer into

brand advocates okay we want that customer to talk about our brand for us we want them to promote it and talk about it with your friends so for example we want to send an email to those customers to promote our products okay so for example we could say hey the sales of our Products for this particular day or for this month is going to go to our favorite non-profit could be educating poor children or cleaning up plastic in the ocean or saving animals we want to be able to get them to speak on our behalf

and say look guys this is a really good company you know they're offering me products exclusively they've offered me discounts in the past they have good products they have a lot of different products and on Top of all that they help they help the environment they help the needy okay they care and so we can go ahead and provide a call to action for these customers that are loyal to our brand and have them share the email with their friends to spread the word on you know what we're trying to accomplish for our non-profit or

if anything just get them to promote it maybe give them a discount for every friend that they get to buy a product okay it doesn't have to Necessarily be you know just sharing with friends it can be that extra incentive of giving them a discount if they do share with friends and their friends buy okay so this is the customer life cycle and examples of different emails that you can use at every step along the way in the life cycle so let's talk about email marketing setup so email marketing setup we have a series of

steps that we need to go through in order to get our email set up to go Ahead and send out to our target audience and that first step is we want to identify that target audience and create segments so if you've taken some of my and listened to some of my webinars in the past about google analytics about google ads and we talk about segmenting so it's about targeting a specific audience that's what segmenting is taking a piece of the whole so we don't want to email all users on our list all customers maybe we

Want to target a specific segment okay so we want to be able to identify that segment who is that segment is it somebody who or a group of people or you know a partial list of our customers who purchase a specific product i would say so versus say our entire list of customers because our entire list of customers can purchase a number of different products and so by targeting a specific segment of our audience or our customer base we can hone in on the Message so if they all have something in common like they all

bought that moisturizer then we can go ahead and be specific with our messaging then we want to create campaigns and set an appropriate call to action okay so what is it that we want to say to these these people this segment of users then once you create that campaign and and set up the messaging and call to action we want to test the email before we actually click send this is a very important step Test that email before we send and then when we send the campaigns immediately or we can schedule a time so my

advice here is always schedule a time you want to be able to figure out the best time to send that email and then once the email is sent whenever that is you want to be able to analyze performance and there are some key metrics that you want to hone in on when we talk about email marketing and some Of those are open rates click-through rates okay response rate okay so we want to be able to hone in on certain key metrics when it comes to emails so here's what we need to do create our list

add contacts to our list create our campaign okay we want to select the list choose a format modify the template and then send the email campaign so these are some basic checklists that you want to do so let me give you an example and go to mailchimp so if i'm in mailchimp Basically i'm going to create a campaign okay so it's an email that i'm going to work with and you can see with mailchimp i have some some examples here regular automated plain text or a b test i want to do a regular email and

i'm just going to call it test and i'm going to click begin okay so we want to add our recipients who are we going to add so we're going To choose our audience okay so we're just going to choose a sample test for now okay we can personalize the two fields if we want okay so what do we want to do we want to call people by their first name their last name the first and last name where we can customize it just go with first name to keep it a little bit personal okay then

we have the subject line here so it's all about messaging right so whoever we're targeting we want to be able to Add a message so we're just going to say and and subject line is very key here so you want to have a subject line that's really going to resonate with your audience so whoever that segment audience is we want to make sure that the subject line is going to resonate with with them so that they can open up that email okay so uh we'll just say having a good day we can make it better

just as an example something that's going to be attention-grabbing if you Will okay you can always tweak the subject line in fact my advice is always do a b testing on the subject line so you can do two different subject lines with one email to figure out which one has better open rates and then with mailchimp we can go ahead and design the content of our email so we're going to click design email okay we can select a template we have some saved templates already okay or we can go with a theme so mailchimp has

a lot of good offers Now there's a lot of different email platforms out there i particularly like mailchimp because of this very feature they have a lot of good themes here um a lot of different layouts that you can use okay so you know we're gonna showcase that product okay and that's the template we're gonna use here so here we go we're gonna showcase our product we're gonna add That photo of our product here and we're gonna go ahead and put some nice messaging in here with some nice call to action we can put our

logo up here for branding again we can edit the content here so based on that segmented list in this example for linda's company maybe she wants to target those folks who bought her moisturizer before her face moisturizer and she wants to retarget them she wants to go ahead and say hey You guys have bought my product before check out this new face moisturizer that we have to offer so whatever the case is you want to be able to plan that out ahead of time you want to be able to plan out who your audience is

you want to plan out your messaging and you want to go ahead and set up the messaging based on that audience so once you have the messaging in place voila you're more or less ready to go okay so once you get the content all set up You can schedule that campaign okay and you can also add a social post to your campaign so we can share that information on social so email integrates nicely with social media so again that's that's pretty much what you need to do here you need to really think about who it

is you want to target choose those recipients okay customize it and make it personal create a good Subject line in fact create two subject lines and then align that content with that audience okay that's that's really the checklist here so again we look at this checklist creating our list who do we want to send the email to so we added our contacts to the list we set up the campaign we selected the list we chose the format we modified it with a good subject line with some good messaging and then we're going to schedule that

email campaign so that's the checklist To go off okay so remember identify target audience and create segments then you create that campaign and in our case we did set an appropriate call to action you know get shopping basically we want people to shop our new moisturizer key thing here is before we send it out we want to test that email once everything looks good we're going to i would advise schedule it but you can always send the email when you're ready i would schedule it at the appropriate time and day okay So in this case

you don't want to send an email out on a friday afternoon okay when people are getting ready for the weekend you certainly don't want to send an email out over the weekend because you're not going to have many people look and open it and you probably don't want to send the email out on a monday morning when most people are getting into the office from a long weekend and catching up on emails so from my experience you know tuesday wednesday Depending on your time zone i would always say you know late morning early afternoon tends

to be a good time but that's why we have performance that's why we can analyze performance we want to be able to see what the open rates are and the click-through rates are so that we can make adjustments for future emails so let's talk about some of those metrics so when you do send that email you know we're going to look at that open so open rate is the percentage of The total number of recipients who open an email so okay so if we basically you know senate to x amount of people minus those emails

that have bounced so let's just say you know we sent it to a hundred and two people okay for simplicity's sake two of those emails bounced okay so that means that we've had a 100 net 100 emails that received the email and let's just say 75 open the email okay we wrote such a good subject line that they opened it okay that's 75 That's a 75 percent open rate that's how you measure open rate click through rate okay so if they open it we hope that they click on something and so for all of those

emails that were delivered okay in this case a hundred how many actually did click on our call to action so let's just say 75 opened it out of the 100 that's a 75 open rate but of the hundred that actually were delivered let's just say we had 25 that actually clicked on the Call to action and so that's 25 okay and so you want to be able to measure not only who opens it but who clicks on the call to action so that's click-through rate for email marketing and then response rate so it's the percentage

of the total recipients who clicked on a link of your email campaign and actually completed the action so in our example we're trying to get people to click on the shopping call to action and get them to purchase so we sent 100 emails and of The 25 who actually clicked we had 10 who actually took action and purchase so 10 divided by 100 is 10 so you have open rate click-through rate and response rate those are some key metrics for email marketing okay the first step is you got to get people to open it that's

where the subject line is so important click their way that's where the messaging and call to action is so important we want to get people to click on that call to action and then The response rate we want them to buy so those are our three key metrics related to email marketing so let's take a look at an example if we go back to our email marketing platform mailchimp in this example we're going to take a look at some reports so most email marketing platforms have reporting functionality built in and so in this case what

we want to do is we want to be able to take a look at the open rate click-through rates of the emails that Have been sent out previously so here we could see our april email coupon versus tools promo okay so we've had basically you know opens and clicks so 14 open rate 1.4 click-through rate okay so the march email that went out did a little bit better 19 open two and a half percent on the click-through rate so here we could see how many people actually were sent how many open it and how many

clicks so this is a mailchimp makes it very easy for us to measure you Know open and click rates and then we can measure by revenue as well based on the campaign so that's measuring the response rate so it's all built in so most email marketing platforms have open rate and click rate already built into the functionality so you can measure those two metrics against any email so let's talk about the benefits of email marketing so what are some of the benefits well we've Already mentioned to linda that it's cost effective it's time saving real-time

marketing less intrusive builds credibility increases visibility and brand awareness and it's an easy way to track roi these are all the benefits for email marketing we're gonna go talk about some of these now so basically when we talk about cost effective you know some email marketing platforms charge based on the number of users who you send the email to time saving well You saw how quick it took me to set up that email campaign the key is figuring out who you want to send it to when we talk about real-time marketing you know we're sending

this email out basically in real time trying to meet our customers needs at the right time it's less intrusive because we can customize the emails okay we can as you saw i can put first name in there to make it more personal so when something's more personal it's less intrusive especially If it's a segment that already knows your brand okay builds credibility hey we gain credibility when we offer exclusive offers to repeat customers or you know try and build advocacy by working with non-profits okay it increases visibility and brand awareness why because you know we

could send our email out to a large group of people and that's a good way to generate brand awareness and as you saw we can easily measure you know not only open rates Click rates but roi so how many people from that email went on and purchased so we can measure that it's very easy to measure email so let's move into a b testing so a b testing is key to email marketing okay so in email marketing gaining high open rates and click-through rates will result in more website visitors and sales okay in theory that's

what's supposed to happen we get more opens we get more people to click we get more people to click we're Going to get more people to purchase okay but it's not as easy as it sounds so how do we make that possible well we're gonna do that via a b testing i've already mentioned it when i set up my example campaign in mailchimp i stressed and stressed and stressed that we need to have two subject lines go out per email okay so before i stress that again let me just reiterate what a b testing is

and a b testing is a method to analyze which of the two email campaign Strategies most effective in terms of high open rates and click rates okay so in this case an a b testing you can send out two emails you can send out two subject lines you can send out two call to actions you're just really what you're doing is you're testing one against the other that's what a b testing is and so in my example i talked about that subject line so for better results a b testing can be done with the subject

line can also be done with the Email content so the subject line impacts the open rate okay so i wrote a subject line i don't even know how that subject line is going to perform but if i write a second subject line then i'll be able to basically give myself a better chance of getting a better open rate because i'm offering up two different subject lines likewise for email content so the subject line and email content are the most important elements so we want to be able to test Them if they're interesting intriguing attention grabbing

then it's gonna in the case of subject lines a result in open rates if the content itself is interesting engaging a good offer a good call to action then the click rates are going to be increased so we want to be able to serve up variations for our audience so we want to consider an example of an a b test where linda has set up two variations of the email campaign as an Example so she's gonna send two different subject lines to test which one generates more open rates because that's what subject line a b

testing is going to do one of them is going to have a higher open rate okay so in our example here linda sends version a of the email to 50 percent of the recipients with the subject line three important strategies to increase your open rate well version b which is sent to the other 50 percent has the subject Line three important strategies to increase your open rate so the only difference here is three and three the number three spelled out well because she sent out two different subject lines she's going to now be able to

measure the success of that a b test okay and it just so happens version a has a higher open rate numbers always tend to work in subject lines by the way so linda sends version a of the email to 50 Of the recipients okay 80 today but ninety dollars tomorrow and version b to the remaining fifty percent eighty dollars today ninety dollars tomorrow and the only really succinct difference here is using the word but versus a comma and she sent that email out and that email went out and the date is coming in and she's

going to measure the success of that a b test well version b has the higher open rate you know we want to be short Succinct and stay away from those conjugations like but okay it tends to have a negative connotation so the shorter more direct email our subject line 80 today 90 tomorrow not so passive more direct and that tend to have the higher open rate so you always want to test those subject lines to generate high open rates another example here version a again gets 50 with the subject line uh-oh your prescription is expiring

version b Your prescription is expiring you folks listen to this webinar right now i wonder which one you think will perform go ahead and put your comments right below this video i'm curious what version of the subject line you would open so let's go ahead and measure the success of the a b test okay so she sent the email out two different subject lines fifty percent got one subject line the other fifty percent got the other subject line and it just so happens Version a uh-oh your prescription is expiring there's a little bit of a

you know personalization to that you know for me your prescription is expiring seems to be a little bit more you know command-ish hey your prescription's expiring so we expect you to purchase where you have a little uh oh in front it's like hey you know i think your prescription is expiring maybe you should think about renewing it okay i think that's how that's Interpreted at least that's how i interpret it so i would probably go ahead and click on that email with that subject line so you could see subtle differences in the subject lines make

a big difference in open rates so in order to keep improving those open rates you need to continue and not continue should always do subject line testing always because one subject line is always going to have a better open rate than the other so always do a b testing when it Comes to subject lines and email content for that matter okay so we're always going to do continuous a b testing so with continuous a b testing we can test very various elements of the email so you can always test the sender's name the subject line

the copy the call to action the design the imagery there's a lot of different elements you can test with emails for example center's name okay so you want to personalize it as much as you can Okay you don't want to do a no reply you want it to come from a human being in this case sam okay at least that's what i think let's see what the test states no surprise version a has the higher open rate if you customize these things and personalize them then it goes a long way sending an email from a

no reply is not a good best practice let's talk about the subject line again uh so we got webinar increase your email open rates webinar Increase your email open rates so the webinar is dynamic on version a okay so we're sending that out and because it's dynamic that's going to you know beat out the static webinar increase your email open rates a lot more elements we can test here so for example the email copy so learn some easy ways to increase your email open rates join us on may 10 2019 7 p.m for an interactive

discussion with our experts well version b is more personalized it's the same message but We're actually addressing someone specific in this case rachel so we can measure the success of the a b test but it's no surprise that anything that's customized that comes from somebody a name you know with a dynamic email subject line is going to perform better it's going to increase open rates and it's going to increase click rates so we can also test that call to action the difference here is coloring save my seat yellow versus Save my c blue again go

ahead and play along here if you're watching this go ahead and add a comment and just see if you're right do you think it's blue or you think it's yellow on the call to action color does go a long way in email marketing so let's measure the success of this a b test and it just so happens yellow is going to perform better why does yellow perform better than blue what's more positive plus it it kind of resonates a little bit stronger and Easier okay it stands out a little bit better it's not as pastely

and dull as this shade of blue we're using so you can see here we're testing every bit of the elements of the email anything from the from to the subject line to the message to the call to action and so at the end of the day you know you want to be able to send out the best email that's going to give you the best results so we're going to send that out the entirety of the email and we could See version a looks a lot better and why does version a look a lot better

in this example because look at the font size is a little bit bigger version b font size smaller harder to read that's another thing you can test larger fonts tend to do a little bit better now you don't want to go overboard and have them you know 48 points or 50 points and plus you know 14 versus 12 goes a long way we can continue testing we can test imagery you can see here we have a hand aligned with The call to action they just look different that's all version a has one type of hand

version b has the other type of hand aligned with the call to action let's go ahead and send out that test and see what works well version b works why the hand stands out a little bit more clear it doesn't blend in with the call to action so you can see we're testing different elements here and we're always improving and adding to what's working so we started out with A no reply versus somebody's name then we move to a subject line then we move to personalization then we move to you know call to action then

we move to an increased font meaning the design and then we're adding imagery so we're constantly improving the email with each test eventually you're going to get to a point where you know the email is going to be good and you're going to just continue to test different options on it to continue to increase open rates click Rates and response rates final output looks like this again that personalized email response from sam versus no reply you know we got a nice dynamic subject line gotta personalize the email to rachel with larger font okay we got

a nice call to action that stands out with a nice image to accompany that so we've tested all these different elements this is the best combination based on everything we tested so when we get that email to go this is what it's going to Look like in the future but guess what we're not going to stop testing so we can continue to test those subject lines continue to test the messaging and continue to test the email design continue to test different call to actions continue to test different images you're never going to stop testing with

email marketing okay so let's switch over to how to optimize the subject line subject line is such a key component to email marketing so as we Showed you in the last segment we tested a subject line and we used a number the number three versus three spelled out just so happens that numbers tend to do a little bit better they're shorter easier to read and they resonate better so including number in your subject line you can include an emoji in your subject line your emails come a long way emojis aren't just social media based you

can use emojis in subject lines i'd highly recommend it you know i just sent out an Email last month with the subject line about you know spring showers bring may flowers and guess what emoji i had in that subject line a flower okay may sound cheesy but it goes a long way so according to experian subject lines with emojis can increase open rates by 45 percent people resonate with emojis especially if they're positive emojis okay so we want to personalize those subject lines for better open rate okay when i say personalize don't be so stale

Remember that subject line we tested uh-oh just putting uh-oh in there made it sound like we actually cared it was a little bit personal it wasn't so personal you weren't dressing a specific person but one little word goes a long way in a subject line because when people get emails and they read emails and a lot of people are inundated with emails the subject line is what they're reading first and just by personalizing it Adding a number adding an emoji just making it positive and easy to read they're likely to open an email so personalized

email messages can improve click through rate and open rates as well so you want to personalize your email as much as you can whether that be from the from field to putting that person's name in the salutation so personalized subject lines have been found to increase open rates by up to 50 so don't come across as spammy come Across as you know who your audience is and you're talking to them and then you want to prefer title case subject lines so title case subject lines for example when i say title case game of thrones is

my favorite show every initial letter in that title is capitalized okay you can go with the sentence case game of thrones is my favorite show it doesn't stand out as much of course if you go with lower case it definitely doesn't stand out it looks illiterate and Somebody's probably not going to open it so you always go with that title case the every initial letter gets capitalized so how to optimize that subject line well watch the length of your subject line you want to be conscious of character counts so 17 to 24 characters you want

to keep it short succinct and to the point but personalized with an emoji with initial caps on each word to make it stand out but you have to do that within 17 17 and 24 characters so according to campaign monitor the ideal length of a subject line is up to 24 characters and they're more likely to boost those email rates okay so keep it short make it impactful make it personalized like i mentioned before if you get too long then it may get cut off and it may not have the same impact as something shorter

so that's why we always recommend keeping it up to about 24 characters okay if you go over by a couple characters not the end of The world but try and stay within that range develop a sense of urgency okay so when we say sense of urgency we mean sense of urgency meaning if that coupon is going to expire you know you want to let people know it's going to expire that day or the next day or within a few days okay so you can use things like hurry up or limit off or or limited stock

or offer expires on okay so add a bit of sense of urgency i mean sky's not falling here but if that coupon's Expiring at the end of the week you probably want to mention something to the effect of hey offers expiring or hurry up so let's talk about optimizing your email content so we focused a lot on subject lines let's talk about the email content itself so some ways to optimize email content are we want to send the content that is relevant to customer expectations so content needs to match that expectation we want to use

bullet points to make the content Readable we want to follow logical structure we want to use compelling imagery and prefer design emails with responsive designs and what we mean by responsive design is hey most people are going to be checking that email on their mobile phone okay so make sure when you design the email it's also going to be good not just on desktop but on tablet and mobile as well and then of course just goes without saying but avoid grammatical mistakes go Ahead and spell checked it and that's why we put an emphasis on

testing your email before you actually send it and when you actually send an email test email don't send it to yourself send it to colleagues you know send it to another group a fresh set of eyes a fresh set of eyes like it's going to be able to pick out that misspelled word that you overlooked so i can't stress the sending of the test email because it's going to be able to you know in a Way ensure that you're doing everything on this list in addition to grammatical mistakes you know the person who's receiving your

test email your colleague at work may be looking at that email on their mobile phone and if it doesn't look good to them they're going to let you know some other ways to optimize email content personalization so we did that on the a b testing you always want to personalize it question is hey do i use first name do i use first and last Name well guess what you can test that but you want to personalize it okay you want to choose the right fonts and colors for your email so when we were going through

some examples on testing you know i always tend to go a little bit larger on the font but you can play around with it i don't think you should probably use white lettering on a black background that just is not very good or best practice but go ahead and try it if you want okay you can Always play around and test these but you want to choose something that's really going to resonate with the recipient of the email okay you want to build a rapport with customers by sharing insights they value for example the beginning

of this webinar we talked about advocacy we talked about you know sharing with them some of the non-profits that we work with as a company okay if we have a you know cosmetics company and we have different Products like moisturizers and facial creams we may want to state that hey we don't use any animals in the testing of these products you know we're pro animal we're not you know we're not going to use animals in the testing of our products and that probably resonates with a lot of your customers so you want to go ahead

and build a rapport with those customers by sharing those insights okay and use recipient names and you always Want to personalize it then add a clear call to action at the end you always want to have that call to action regardless of what the email is hey it could be just a simple read more or hey donate it doesn't have to always be so hardcore in terms of hey purchase our product that could be a turn off especially if you're sending emails out once a week to your customer base they're constantly hammering them with buy

now buy now by now they're going to Get turned off so you want to mix up the call to actions and that goes back to the very first step and what kind of email are you going to send out and who you're going to send it to so you have to align those two with somebody who doesn't even know who your brand is you're not going to put a call to action of buy now you're probably going to say hey check us out we have some cool stuff for you okay let's talk about automating emails

email automation so triggered Emails are sent to customers based on an event date or user behavior okay so when we say an event could be a special occasion like mother's day okay could be a date like a birthday or anniversary or specific day of the week could also be based on user behavior you know a good example of user behavior are those who abandon the car you can trigger an email in fact mailchimp has remarketing functionality so with mailchimp hey if somebody abandons our car we can have an Email triggered and we can send an

email a nice email that says hey we noticed you didn't finish purchasing our product and i'm not sure what happened but hey here's another 10 off or you can always just make product recommendations as well but you want to react to user behavior and use the emails to your advantage for that so you want to take be cognizant of different occasions you want to be cognizant of special events holidays etc and user behavior so these Types of emails can be automated because you know when they might happen or that they are probably going to happen

so auto responder emails are sent at frequent intervals based on the behavior of subscribers so for example if somebody purchases something then you're going to get an email that probably says hey thank you for your purchase another email that says hey your products on its way and then another email that says hey your package your product has been Delivered so that's an example of an automated email that goes out if somebody purchases your product you probably want to thank them for that then you probably want to let them know that hey it's on its way

here you could track it and then again you want to confirm that it's been delivered but thank them again so that's an example of an automated email that goes out okay let's talk about types of email campaigns so we have different types of Email campaigns and the first is a newsletter so with email newsletters subscribers are connected and informed about product updates so it doesn't necessarily have to be a product they buy it could be a product they subscribe to like software okay you always want to be able to send out that newsletter to let

them know what's going on with your product are there upcoming product updates ahead is there one that just happened is there a webinar that Discusses the new product update so that's what the newsletter is going to do inform the end user about the update so how to optimize okay so you stack your email content create a compelling header share different variety of useful content like videos articles etc with those recipients and then follow a consistent schedule so that's how you handle a newsletter you should always create a compelling header but if you're going to send

a newsletter make sure you Support it with some good information like a video that they can go watch or an article that will follow up on what you put in the email or promoting that webinar that's going to talk about that product update so example here is a newsletter that gets sent out and here you can see it talks about business process it's got some nice imagery in there okay call to action it's got a little bit of everything in this email template okay And that's when we talk about stack your email content that's what

you talk about stacking you can see at the top it's got work with the industry best subscribe now okay they validate that with 25 years of top notch service then they talk about hiring the best talent and you got the next bit of content below that so that's stacked email content okay that's going to be supported by compelling header and then they're going to share a variety of different content In there like there could be clicks in there to video videos and articles moving on from newsletters to promotional emails so we want to be able

to drive revenue by sending special offers through promotional email okay so how do we optimize a promotional email well we want to personalize the campaign okay promotional we want to definitely personalize it include time sensitive offers we want to get people to react okay so that means you know adding a Sense of urgency in the title and the subject line okay you can send offer emails on holidays if it's mother's day hey send it a couple days before or even send it on if it's personalized then you can say hey so and so we know

you're a mother here take 20 off i mean that kind of personalized email with an offer goes a long way here you an example from toms limited time extra 20 off all styles they include the code in there okay again you can see the the sensitivity And the sense of urgency with the limited time another email campaign type and personally one of my favorites is abandoned cart so abandon card emails i like working with abandoned card emails because you know we want people to purchase and as much as you try on your email marketing campaign

to drive traffic to the website and as hard as the website works to get people to convert through the shopping cart it's never gonna be a hundred percent and so Abandon cart emails give us that extra incentive to get that person back to the shopping cart to purchase okay so these emails are shared with customers who have added product to their cart but didn't finish through the checkout process in other words they didn't purchase the product so it's an effective way of sales recovery it gives us another opportunity to reach out to that person who

just is almost there but not quite ready to finish the purchase So what are we going to do we're going to send out an email for those that abandon their car and we're going to use a simple abandoned cart email template okay you want to be simple here you don't want to get complicated we're trying to make this easy for them to finish purchasing the products and we want to definitely personalize it okay we want to send a series of email reminders okay in your email reminder add a product image so as customized as It

can be it could be even the product image of what they've abandoned and that's the best practice so if it's that facial moisturizer that linda's trying to promote and she can't quite get enough people to finish purchasing the product they're they're banning the cart well she can certainly send out the abandoned cart email okay so for example you want to personalize it hey you forgot to complete your order you left Something in your car can we help email too hi there so and so items in your shopping cart are selling out quickly it's a gentle

reminder okay so come across a little bit different here okay email three hey so-and-so twenty percent off on your car valid until so and so offer on your favorite product so the first email that went out and the series of emails hey you forgot something hey is there anything we can do to help you complete the product Purchase email two is just that gentle reminder hey you're selling out quickly you might want to purchase that product and email three is to really help them along by saying hey here's 20 off valid until so and so

so just a small series of emails that go out try and get somebody back into the shopping cart okay let's talk about re-engagement campaign so in a re-engagement campaign it's a series of emails sent to inactive email subscribers so what it does is it Boosts engagement and helps to maintain a high inbox placement ratio inbox placement ratio so we want to be able to make sure that we're getting people back on our subscriber list so how are we going to optimize for something like this this is now these are difficult type of email campaigns we're

trying to re-engage with people who are inactive so we want gamification to re-engage subscribers or we want to prefer subject lines like hey we've been missing you or Did we do something wrong okay we can run a poll or competition to re-engage with our subscribers so for example hey we'd hate to miss your birthday go ahead and update your account this is a starbucks email so we'd hate to miss your birthday so it's that you know message of missing you you can always soften or sweeten the deal with an offer as well so that brings

us to how to engage with new subscribers so we just talked about Re-engaging with inactive we want to talk about engaging with new subscribers so how to engage with new subscribers well thank your subscribers for joining create clear and compelling subject lines that is a must regardless of what type of email you send out you always want to send out that compelling subject line okay we noticed the good examples within 17 to 24 characters know the ideal time to message okay again sending it on the weekends not gonna work okay Sending it out during the

weekday you know in the morning mid-morning you know sometimes in the afternoon works really depends on who your audience is but weekends probably aren't going to work okay avoid the no reply center name again personalize it you're either sam or rob or so and so sally you know let them know that the email is coming from a real person okay because if it doesn't come from a person most people aren't going to respond okay we want to let our Subscribers know the privacy policy so we want to let them know that we abide by a

privacy policy okay that's you know getting you know straight with people who are new they don't know your brand they don't know your privacy policy they don't want to get spammed in other words so putting that out there makes you more transparent and trustworthy okay and again personalization always personalize if it's new if it's inactive repeat Customers loyal customers lifetime customers you should always personalize and you should always be courteous and always thank them and then prefer attractive email designs okay work with something that's going to be eye catchy and then most important most important

is include an unsubscribe link i can't tell you how annoying it is to get an email and not have the unsubscribe link there that makes me want to unsubscribe even if it was a good email I still look for that because maybe they're good company but they're spamming me they're sending me too many emails so maybe i want to unsubscribe or change my subscription so you always want to include that unsubscribed link in fact in the united states it's actually law so there is regulation about that around that so you need to include an unsubscribe

link it's just common courtesy if anything so it bodes well Okay of course you don't want people to unsubscribe but you don't want them to get annoyed either okay let's talk about email marketing tools so we talked about mailchimp so there are plenty of email marketing platforms out there i use mailchimp i've used a few in the past like marketo i've used zoho vertical response so there are a lot of different tools out there here some of them again mailchimp marketo marketo is a marketing Automation tool or system and marketo is good for sending those

automated emails hubspot convertkit send in blue aweber i mean these are just some of the many that are out there okay so let's show a demo again of an email marketing campaign so let's show an example of a newsletter that one of my clients had sent out and so this is paul ekman group paul ekman dr ekman inspired the tv show lied to me so well known in the industry of micro Expressions he's the aforementioned expert in micro expressions and he sends out email marketing campaigns and he sends out a monthly newsletter so this is

a newsletter was sent out in november 2018 and if we look at it you can see here okay it's stacked content nice imagery okay respectful disagreements how to deal with disagreements this holiday season so really relevant personalized because and timely because it was set in november during the Holiday season so got some nice imagery there okay we got content in here and then right below that on the stack content what do we have final hour 24 hours 25 off so that sense of urgency built in to the email then here you go you have some

other content in there based on the face of contempt okay just an example of a micro expression and then right below that what do we see we see a call to action learn how to use microexpressions To your advantage so call to action here then we have some more information here with the learn more so a newsletter that went out basically a blog post built into the email with some nice content reminding folks hey they have 24 hours got some other useful information in the email so this email went out very timely 98 000 okay

see subject line here controversy respectful disagreements and thanksgiving okay could the subject line be a little bit shorter yes possibly but If we look at the open rate 15 16 open rate okay industry average in education and training is 18 okay so they're close to the industry average on the click rate you know 1.6 on the click rate industry average 2.1 so we can see what the top links were clicked okay so they have a lot of links and and mailchimp will help you measure what links were clicked the most who subscribed what subscriber with

the most opens we can see opens by country but That's an example of a newsletter for this particular company okay stacked content okay sense of urgency okay you can see the subject line timely newsletter so this is a a good i think a good example of an email for the time of year okay so let's go over the checklist again for email marketing so good reminders on the checklist this is a checklist you want to make sure all boxes are checked you want to create Interesting subject lines as they boost your open rates direct correlation

with open rates is subject line okay you want to keep your content relevant and consistent with your brand you want to check the sender name okay so you want to make sure not only is it personalized but the name aligns with the email address okay should always personalize always personalize the subject line and the email copy text meaning you know don't just say hello say hello to sally Pete rob michael etc always include an unsubscribe link in emails and give people the option to unsubscribe okay you can always re-engage them another way or later on

but you don't want to irk any one of your potential customers use a b testing we talked about a b testing the webinar there's lots of different elements we can test from subject line to content to font to call To action to imagery to subject line etc there's no shortage of elements in an email you can test you want to use welcome emails to build good customer relationships so when somebody signs up for a newsletter send out a welcome news uh email to them hey welcome thank you for signing up you should always segment your

list based on user behavior so you have a group of people who purchase product a customize your email for product a but you know you can mention Product b and c in there but know who your audience is so you can talk to your audience and you can always ask your subscribers to update their preferences as well because you want to make sure you're sending out emails to the right person right address okay this is a short checklist now we can expand upon this but these are some of the most of the key items when

it comes to email marketing some other items on the checklist include features such as Countdown timers and live polls okay make it interactive okay choose the right email frequency don't be sending emails three or four times a week you know once a week is probably as much as you want to go depending on what it is if somebody purchases something then you probably want to send an email thanking them for the purchase another one letting another product has been shipped and another one with thank you the product has been received reward those Subscribers send out

exclusive offers okay make sure your emails are optimized for mobile that means send out test emails and check it on different devices create a schedule okay you can automate these emails so create a schedule that makes the most sense have a footer and header in the email and in that footer and header is going to be some information okay just like i showed you with the micro expressions there was a footer and header avoid spam filters Okay how do you avoid spam filters well apply best practices and don't have spammy subject lines have an actual

name associated with the reply to email and and split up your list as well when you send out one email to 150 000 people it could probably get caught up in some spam so segment out your audiences keep your audience list short so that your messaging can be specific to the audience that's going to help avoid spam and then of course you always want to Measure and analyze results so remember a lot of these email marketing platforms have the results built in especially open rates and click rates some key takeaways from today's webinar we talked

about what is email marketing so email marketing really is an effective way to really give get a good message out to a target audience there are plenty of benefits doesn't cost a lot of money to do email marketing okay you can do it in real time it doesn't take a lot of time Okay and you can get some roi out of it we also talked about a b testing that's a very key component to email marketing if you're gonna do email marketing at the very least test those subject lines but there's so many different elements

you can test okay we talked about the types of different email campaigns from newsletter to promotional abandonment cart to re-engagement re-engaging those inactive users so each type of email campaign is going to contain a different Way to talk to them okay how to engage with new users okay so we went over a best practices list for engaging with new users some of which means and personalizing you always use an attractive email you want to come across the very first time with the right way always always always create a clear and compelling subject line if it's

a new or returning recipient you always want a clear and compelling subject line and then there's plenty of email marketing Tools you know i showed you mailchimp mailchimp has some really good features in it if i go back to mailchimp again just to drive home the point okay so you you can look at specific look at really specific data per email it has reporting built in it has all these nice little templates built in so you can create a template okay you can leverage a template and there's lots of templates you can use they even

have a content studio so it has a lot of features built Into the platform this is just mailchimp i mean marketo and hubspot and aweber and all these other platforms do very similar things you just have to pick the one that works for you the best so i want to thank you for attending today's webinar on email marketing if you need any more information please visit simplylearn.com if you have anything to add certainly go ahead and comment below this video we'd love to get your comments on the subject and of course We'll respond accordingly thank

you again and look forward to seeing you on future webinars hi there if you like this video subscribe to the simply learn youtube channel and click here to watch similar videos turn it up and get certified click here