At worst, you might think I’m a bit weird for caring so much about sound quality. Or you might think I’m really weird if you knew that my loudspeakers are computer calibrated to my room. Or you might question my priorities if you knew I set up my office, so that my desk is nearly in the middle of it… mainly to be able to enjoy music better. But we’re all weird in some ways (and I’ll let you think this is the weirdest thing about me).
Hello Steven this is a very well put together article. It takes all of the content that is spread around all over the internet and sums it up nicely. This is great for both beginners in the industry and seasoned veterans whoa re looking for a quick review before sending out the next campaign. Keep up the great work Steven and looking forward to reading your new content!
Full-funnel campaigns also take into consideration how the marketing funnel has morphed over the years. The old school of thought had a top, middle, and bottom part of a funnel, where customers went in at the top and left it after making a purchase. The funnel has evolved into a customer lifecycle that includes those pre- and post-purchase phases mentioned earlier.
Send people content they want. Email newsletter services offer features like groups and segmentation to help you make your content relevant to the people reading it. If you're sending different emails for different groups (for example, a nonprofit might send separate emails to volunteers, donors, and the board of directors), then you can ask people to check a box to join a particular group on your signup form. Segmentation allows you to target certain subscribers on your list without assigning them to group. If your store is having a sale, then you could send a campaign only to people near a particular zip code, because subscribers who live in other parts of the world don't need to know about it. You can also segment by activity, email clients, e-commerce data, and more. Sending relevant content will keep your readers engaged, and engaged readers look forward to your newsletter and share it with friends.
Edit. Even editors need editors. When you're working on your publishing calendar, leave plenty of time for the editing and revision process. Once you send a campaign, it goes straight to the inbox, and you can't go back and update it. Newsletters contain meaningful content, and sloppy ones reflect poorly on the companies who send them. Grammar and style are just as important for email as they are for websites and blogs.
Personas provide a multi-dimensional method of targeting. They’re based, as the name suggests, on a projected persona for each customer ‘type’. Get it right, and personas can help you enormously in both predicting behaviour and personalising your communications. Personas are a powerful technique, and they’re increasingly used to improve the usability and customer centricity of communications.
When you’re working with marketing emails, always think about recipients on an individual level. Consider where each recipient is on their journey with you. Notice opens, click-throughs – any engagements or behaviours, and pin down behavioural patterns which often point to purchase. Every time you send out an email campaign, you'll be collecting behavioural data, use it to inform your email strategy.
Email design matters in any successful email marketing campaign. If your emails look terrible, that reflects badly on you, and can make people stop reading. With more people than ever reading emails on mobile devices, it’s important to use a responsive email template so your email resizes automatically whether people are reading it on a phone, tablet, or desktop.
I appreciate you sharing this great article! If you’re still sending mass emails without updating your email marketing strategies, you'd noticed that results are disappointing, despite your efforts in updating your mailing lists and creating emails. If you aren’t getting clicks, most likely you’ve been wasting your time. However, these tips are game changers, I bet these would help a lot. A must read!