Email Marketing Campaign Tutorial


Email Marketing Campaign Tutorial

What is Email Marketing?

Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

What is email marketing strategy?

An email marketing strategy is a set of procedures that a marketer identifies and follows to achieve desired marketing goals from email advertising. This plan of actions gives the businesses a direct channel of communication with prospects and customers for brand promotion.

Why do we need email marketing?

It can be used thoughtfully to build loyalty and trust in your brand. Email marketing is important for building relationships with prospects, leads, current customers, and even past customers because it gives you a chance to speak directly to them, in their inbox, at a time that is convenient for them.

Is email marketing still effective?

Email marketing is up to 40 times more effective than social media, according to a study done by McKinsey & Company. ... Moreover, it is also said that they prefer to receive business information via email. According to the Fourth Source website, 92% of internet users have at least one email account.

Advantages of email marketing

  1. Cost- effective - the costs of email marketing can be much lower than many other forms of marketing. There are no advertising fees, printing or media space costs.
  2. Permission-based - your marketing list will be made up of people who have actively chosen to receive email communications from you. Customers who are genuinely interested in your products and/or services are more likely to engage with your business.
  3. Flexible design - you can send plain text, graphics or attach files - whichever suits your message best. A choice of design options gives you scope to convey your business branding.
  4. Scalable - email marketing can be used to reach large audiences or smaller targeted lists.
  5. Personalisation and segmentation - with email marketing you can personalise messages. You can also segment your marketing list, so that your customers receive messages from you that they are interested in this will help boost their engagement with you.
  6. Shareable - it’s easy for people to forward and share your email content, building your reputation by word-of-mouth or viral marketing. This may help influence new customers to become followers of your brand.
  7. Conversions and increased sales - if you have a new promotion people can click on links and follow your call-to-action immediately. Email marketing is also effective at every stage of the buying process. For example, you can influence someone to choose your product, nurture the customer relationship post-transaction and also encourage future purchases.
  8. Measurable - you can evaluate the success of a campaign by using web analytics software. You can easily test different copy, subject lines and designs to see which is most effective. This allows you to optimise future campaigns.
  9. Benchmark - you can compare your results against others in your industry. There are many free email marketing benchmarking reports available - you will find these by searching online. Benchmarking data can help you to evaluate and prioritise improvement opportunities.
  10. Test before you send A/B testing of subject lines, calls-to-action, personalisation, email copy, images or messages ensure your email content is as effective as it can be before you send it.
  11. Less intrusive - unlike telephone marketing, recipients can read your message at a time that suits them.Customers can also update their preferences if they would like to receive different messages from you or unsubscribe if they feel they no longer want to receive your email communications.
  12. Environmentally-friendly - email marketing is better for the environment than direct marketing by postal mail because nothing is printed.
  13. Time-saving - through automation you can trigger emails to be sent to customers based on an action they have performed on your website - eg. send a welcome email when a user signs up to your website, or issue an email offering a discount incentive if user abandons an online shopping cart. Once you have developed a template you can reuse for numerous email campaigns.
  14. Real-time marketing through email marketing you can connect with customers in real-time. Using automated triggers, such as website activity, recent purchase or shopping cart abandonment, you can reach the right audience, at the right time, in the right place and with the right offer.

Disadvantages of email marketing

  1. Spam - commercial email or 'spam' irritates consumers. If your messages aren’t targeted to the right people, the recipient may delete your email or unsubscribe. You need to make sure that your email marketing complies with privacy and data protection rules, and that it is properly targeted at people who want to receive it. The 'click through rate' for untargeted emails is likely to be very low. See email marketing and privacy law.
  2. Undelivered emails - poorly designed emails may not get delivered. Emails that use certain spam keywords or characters in the subject heading or content of the email, FREE, click here, are likely to be filtered out by email software and internet service providers. If you don’t keep your marketing lists up to date, you will find incorrect email addresses mean your messages won’t reach the right person.
  3. Design problems - your email must be designed so that it appears as it should across multiple devices and email providers.You may encounter a trade-off between design and functionality. Some people opt to receive text-only emails, consider how your message will look if this is the case.
  4. Size issues - files need to be small enough to download quickly. Emails containing many images may take too long to load, frustrating your audience and losing their interest.
  5. Resources and skills for a successful email campaign you must ensure that you have the right copy, design and marketing list. If you don’t have the time or skills in-house, consider outsourcing some of these elements.

What is a email marketing campaign?

An email marketing campaign is a series of emails a business uses to communicate with current and potentials customers. They are used to persuade customers to engage with the company. Email campaigns are an important part of inbound marketing.

How do you write an email subject?

  1. Always write a subject line. ...
  2. Write the subject line first. ...
  3. Keep it short. ...
  4. Place the most important words at the beginning. ...
  5. Eliminate filler words. ...
  6. Be clear and specific about the topic of the email. ...
  7. Keep it simple and focused.

How do you start an email?

  1. Hi [Name],
  2. Dear [Name],
  3. Greetings,
  4. Hi there,
  5. Hello, or Hello [Name],
  6. Hi everyone,
  7. [Misspelled Name],
  8. Dear Sir or Madam,

How do you write the body of an email?

  1. The body text is the main part of your email. It is important to follow a certain pattern when writing the body of your email.
  2. The opening paragraph should set the tone and reason for your email. Introduce yourself if you are a stranger to the person you are writing to, and jot down why you are writing to them.
  3. For example, you can begin with 'My name is Abc, and this email is with reference to Xyz.' or 'This is with reference to the marketing budget as discussed in the meeting.'
  4. Elaborate on your concern, question, or response as comprehensively as possible. Write in a way that is easy to understand, but at the same time, do not lose your point in providing unnecessary information. Say only what is required.
  5. The closing of the email should also support the nature of your email. If you are asking a question, close with something like 'Hope to have an answer from you soon', or 'Looking forward to hearing from you soon', and if you are addressing a question, end with 'Hope I have sufficiently answered your query/doubts.'

What is a closing salutation?

Sincerely, Regards, Yours truly, and Yours sincerely - These are the simplest and most useful letter closings to use in a formal business setting. These are appropriate in almost all instances and are excellent ways to close a cover letter or an inquiry.
What to Include in an Email Closing?

  1. Closing Remark: As discussed above, use a professional email closing, unless you are sending an email to a close friend or colleague. In that case, consider using a semi-professional closing remark. See below for examples of both.
  2. Full Name: Be sure to include your full name (first and last) rather than using just your first name or a nickname, unless you are emailing a very close friend. Even then, you might want to use your full name to avoid any confusion.
  3. Title and Company: Include your current job title and company, especially if you are corresponding with someone outside of the company. If you're applying for a job, of course, don't include your employment information in your signature.
  4. Contact Information: It is always useful to include contact information at the end of an email send-off. You can include your phone number, your LinkedIn profile URL if you have one, and even your mailing address. You might also consider including your email address, even though the recipient will already know it.

How do you end a professional email?

  1. All the best,
  2. Best,
  3. Best regards,
  4. Best wishes,
  5. Fond regards,
  6. Kind regards,
  7. Looking forward to hearing from you,
  8. Regards,
  9. Sincerely,
  10. Sincerely yours,
  11. Thank you,
  12. Thanks again,
  13. With appreciation,
  14. With gratitude,
  15. Yours sincerely,

What is email plain text?

Plain text emails are used for email campaigns that contain text without any images or HTML coding. These campaigns are the most basic types and do not require any knowledge of coding or HTML.

Is Gmail HTML or plain text?

In Gmail, you can easily send messages either using rich HTML formatting or just plain text. Plain-text formats strip formatting like colors and images. Follow the instructions in your email program to send plain-text messages through Gmail. The instructions that follow only apply to Gmail in a web browser.

What is the difference between rich text and plain text?

Rich Text: Rich Text Format (RTF) is a file format that allows the exchange of text files between different editors. ... Plain Text: Plain text contains no formatting, only line breaks and spacing. Therefore no text formatting (such as font sizes and colors, bolding or italics) can be used.

What are rich text files?

RTF is a text file format used by Microsoft products, such as Word and Office. RTF, or Rich Text Format, files were developed by Microsoft in 1987 for use in their products and for cross-platform document interchange. RTF is readable by most word processors.

What is an HTML message?

HTML email is an email, designed as a web-site with the help of graphics, colors, table columns and links. The plain text in comparison is an email that contains only text and has no formatting. A well-formatted HTML email will yield much better result that an ordinary text format.

Does Gmail have a limit on emails?

Rule 1: You can send emails to a maximum of 500 recipients per day through the Gmail website. If you are a Google Apps for Work user, your daily limit is 10000 email recipients per day. If the limit is exceeded, Gmail account may get temporarily disabled with the error “Gmail Lockdown in Section 4.”

Is Gmail for Business free?

Using Gmail for Business. Gmail is one of many of Google's free web-based tools and services. ... In the past, having a free account made home businesses look unprofessional, but Gmail is different. It's why many entrepreneurs have switched or include Gmail as one of their email providers.

What is the difference between a personal and business Gmail account?

"The difference is the type of apps or services you will have. The regular "for myself" option is a regular Gmail account. The "to manage my business" is designed to manage Gmail, Calendar, Docs, Sites, Groups, and Video only.

Can I use Gmail with my own domain for free?

Its free plan allows you to send or receive up to 10,000 emails a month. Now, you can use your Gmail account with a custom domain email address.Head down to Mailgun and sign up for an account. ... You can click on “Add a custom domain” link under “Getting Started” or click “Domains” and “Add New Domain” button.

What is considered a bulk email?

Bulk email is the practice of sending out electronic mail messages to large groups of recipients at once. Depending on how, why and to whom it is sent, bulk email can be a useful communication tool or an annoyance that opens its sender up to a range of sanctions.

How much can you make email marketing?

How much does email marketing cost? On average, a mid-size business can expect to spend $9 - $1,000 per month on email marketing if they self-manage their campaigns (depending on the platform and number of subscribers) or $300 - $500 per month if they work with an agency.

How many email subscribers do you need to make money?

If you have an email list of 10,000 subscribers, you'll get about 500 clicks to your website from every email you send. If your site converts at 2% (which is average), you'll get 10 orders. According to BigCommerce, “On average, 90% of e-commerce customers spend $54 per order”.

What is a good open percentage for email marketing?

In the 2016 State of Email Marketing by Industry, the average open rate for all industries was 21.73% and the average click-through rate was 3.57%. The industries demonstrating the highest open rates and click-through rates were Legal Services and Nonprofits.

What is a good response rate for email marketing?

What is a good or average response rate for email marketing? The Response rate depends on many factors like type of database, Industry Type, Email Content, your Email Campaigns Hard and Soft bounce rate. Generally on average the conversion rate is 7% to 8%, again depending on the type of industry.

Getting Started with Email Marketing

  1. Define Your Audience. An effective email is a relevant email. ...
  2. Establish Your Goals. Before you come up with your campaign goals, gather some context. ...
  3. Create a Way for People to Sign Up.
  4. Choose an Email Campaign Type.
  5. Make a Schedule.
  6. Measure Your Results.

These are the types of engagement emails you can use:

  1. Welcome Emails.
  2. Tutorials and Tips Emails.
  3. Customer Stories.
  4. Brand Stories.
  5. Re-engagement Emails.

What is the best day to send marketing emails?

Tuesdays get the most emails opened compared to any other day of the week though Saturdays may also be a good day to send email for its high open rate, according to data from Experian and analyzed by Customer.io. HubSpot found that Tuesday is the best day to send email, followed with a tie for Monday and Wednesday.

Is it legal to sell email lists?

The laws on selling email lists are not straightforward. The United States does not have a law that specifically forbids selling email lists. It does have a law regulating spam, the CAN-SPAM Act of 2003. If you sell an email list to someone you know is using it for spam, you might be guilty of conspiracy.

How do spammers make money?

Spam is usually sent from networks of hacker-controlled computers, so-called botnets. ... Groups of hacker specialize in creating botnets and make money renting them to spammers by the hour. The going rate for botnets has been from $300 to $700 per hour.

How do I get people to open my email?

  1. The ideal length is six to 10 words.
  2. Use the person's name. People pay attention when they see their name. ...
  3. Be strategic about when and how often you send your emails. Jao recommends no more than two emails per week.
  4. Include trending movie and song titles.
  5. Include multiple topics in your email subject line.

Why is open rate important?

Fundamentally, open reach says that the achievement of opens or clicks by new people is more important than repeated opens and clicks by the same people. If our goal is to maximise the open rate, we would only send emails to clients and prospects with the greatest propensity to open them.

What is a good b2b email open rate?

According to the DMA's Email benchmarking report 2018, email open rates across industries are strong, at 18.1% on average, despite a slight decline compared to last year. Click-through rates remain 1.9% YoY. B2C emails are much more likely to be opened, and have a 19.7% open rate compared to 15.1% for B2B.

What's a good email response rate?

On average, some people may say a good response rate to aim for is 10%. This number could be higher or lower by 5-10%, depending on how experienced you are and how much work you've put into your campaign.

What is a good response rate for email marketing?

What is a good or average response rate for email marketing? The Response rate depends on many factors like type of database, Industry Type, Email Content, your Email Campaigns Hard and Soft bounce rate. Generally on average the conversion rate is 7% to 8%, again depending on the type of industry.

How can I improve my email response rate?

  1. Make your subject lines personal. For example, adding the contact or company's name in the subject line itself makes it sound more personal (e.g "Intro: YourCompany.com | Acme.com")
  2. Avoid asking questions in your subject line. This has been the single most effective change in increased open rates (e.g Try replacing lines such as 'Time to chat? Something of interest?' with "Follow-up" or "Follow-up re: meeting").
  3. Keep your subject lines short. Specifically, anything longer than 6 words will result in a significant dip in response rate.
  4. Make email content as personal as possible. Personalization, even if you're doing high volume emailing is critical. Readers should feel like each email was individually crafted for them specifically by a sales rep. Don't copy and paste every word from a template. The more genuine and on-brand you sound, the more likely it is that you'll get a positive response.
  5. Introduce yourself and what you do. Don't beat around the bush or ask prospects long-winded questions, self-reflection, etc.
  6. Keep them short. Attention spans are extremely short these days. The fewer words you use to get your point across, the better.
  7. Keep the messaging simple. If someone doesn't understand what you're offering, they'll just skip and put your email in the trash. Avoid jargon whenever possible.
  8. Explain what's it in for them. What are the pain points you're solving?
  9. Create FOMO (Fear Of Missing Out). Use language that makes your offering sound exclusive or intriguing. (e.g. "Your competitor is already using us and gaining a competitive advantage from it.")
  10. Build credibility. Don't make blunt statements (e.g. "We're the best company..."). Try to include relevant data points, client names or case studies. (e.g. "1,400 companies use our fraud API, including leading merchant processors such as Stripe, Shopify and Braintree.")
  11. Have a clear Call To Action (CTA): Have a specific CTA at the end of your email. Try requesting 15 to 30 minute of their time for a quick phone call or demo.
  12. Remove most formatting. Don't use special fonts or font colors. Limit yourself to writing in bold, italics, or underlining. Bullets and numbered lists are also a great way to organize your content while maintaining a personal hint and professionalism.
  13. Make sure to add your professional signature. Your email signature should include your name, title, email, phone number, company name, company website and company logo. Adding a professional-looking photo of yourself will also boost response rate, but make sure to keep the file's size small.

What is a good unique click through rate?

A good CTOR will vary between 20 to 30%. Because it's based on the number of unique opens, CTOR is a good indicator of how interesting your content is to your subscribers. If your links, layout, copy, and overall content are interesting, then your readers will want to click through to learn more.

How often should I send email marketing?

A good approach could be to send emails twice a month and then up it to weekly. If you've got great content, or ever-changing offers, or regular promotions, then consider sending emails two to three times a week. Be sure to monitor these campaigns.

What is a hard bounce in email marketing?

A hard bounce is an e-mail message that has been returned to the sender because the recipient's address is invalid. A hard bounce might occur because the domain name doesn't exist or because the recipient is unknown.

What is a bad unsubscribe rate?

Generally, an unsubscribe rate below 0.5% is a good unsubscribe rate for an email campaign. A rate below 0.2% typically indicates that you are within the norm and a rate above 0.5% means you have some work to do.

What is an acceptable bounce rate for emails?

The benchmark for bounces is less than 2%. Anything above a 2% bounce rate for your email campaign is worthy of your attention.

What is an email marketing specialist?

Create email marketing campaigns to promote products or services. Ensure marketing message is conveyed clearly and delivered properly to prospects. Ensure messages are sent in proper form and template. Proofread emails for clarity, grammar, and spelling.

Email statistics

Industry Open Rate Click Rate Soft Bounce Hard Bounce Abuse Rate Unsubscribe Rate
Agriculture and Food Services 23.12% 2.69% 0.57% 0.36% 0.01% 0.29%
Architecture and Construction 23.13% 2.55% 1.39% 0.91% 0.01% 0.35%
Arts and Artists 26.03% 2.66% 0.57% 0.34% 0.01% 0.29%
Beauty and Personal Care 17.01% 1.76% 0.38% 0.28% 0.01% 0.31%
Business and Finance 20.47% 2.59% 0.63% 0.46% 0.01% 0.21%
Computers and Electronics 19.39% 1.98% 0.92% 0.54% 0.01% 0.29%
Construction 21.01% 2.03% 1.38% 0.98% 0.02% 0.40%
Consulting 18.96% 2.15% 0.88% 0.58% 0.01% 0.28%
Creative Services/Agency 21.59% 2.51% 1.02% 0.70% 0.01% 0.37%
Daily Deals/E-Coupons 14.92% 2.30% 0.12% 0.07% 0.01% 0.10%
ecommerce 15.66% 2.07% 0.31% 0.19% 0.01% 0.24%
Education and Training 21.80% 2.48% 0.54% 0.37% 0.01% 0.20%
Entertainment and Events 20.41% 2.19% 0.48% 0.32% 0.01% 0.28%
Gambling 18.47% 3.15% 0.42% 0.42% 0.01% 0.14%
Games 19.71% 3.19% 0.47% 0.39% 0.01% 0.24%
Government 26.52% 3.65% 0.49% 0.34% 0.01% 0.13%
Health and Fitness 20.06% 2.18% 0.41% 0.33% 0.01% 0.37%
Hobbies 27.35% 4.78% 0.33% 0.19% 0.01% 0.23%
Home and Garden 22.21% 3.02% 0.57% 0.35% 0.02% 0.36%
Insurance 20.99% 2.09% 0.75% 0.72% 0.02% 0.25%
Legal 21.14% 2.71% 0.75% 0.54% 0.01% 0.22%
Manufacturing 20.51% 2.18% 1.30% 0.83% 0.02% 0.35%
Marketing and Advertising 16.48% 1.74% 0.71% 0.47% 0.01% 0.26%
Media and Publishing 21.92% 4.55% 0.29% 0.15% 0.01% 0.12%
Medical, Dental, and Healthcare 21.09% 2.25% 0.69% 0.59% 0.02% 0.29%
Mobile 18.41% 1.98% 0.61% 0.48% 0.01% 0.34%
Music and Musicians 21.80% 2.68% 0.55% 0.33% 0.01% 0.28%
Non-Profit 24.11% 2.57% 0.50% 0.35% 0.01% 0.20%
Pharmaceuticals 18.95% 2.39% 0.69% 0.55% 0.01% 0.20%
Photo and Video 22.99% 2.90% 0.72% 0.47% 0.01% 0.40%
Politics 22.30% 2.13% 0.43% 0.31% 0.01% 0.21%
Professional Services 20.77% 2.39% 0.90% 0.61% 0.01% 0.30%
Public Relations 20.21% 1.63% 0.72% 0.46% 0.01% 0.19%
Real Estate 19.67% 1.80% 0.57% 0.40% 0.02% 0.29%
Recruitment and Staffing 19.33% 1.81% 0.51% 0.47% 0.01% 0.28%
Religion 25.33% 2.92% 0.24% 0.15% 0.01% 0.13%
Restaurant 20.26% 1.06% 0.37% 0.22% 0.01% 0.28%
Retail 19.36% 2.24% 0.35% 0.24% 0.01% 0.27%
Social Networks and Online Communities 21.13% 3.16% 0.38% 0.23% 0.01% 0.22%
Software and Web App 19.81% 2.05% 1.02% 0.69% 0.01% 0.35%
Sports 23.77% 2.88% 0.44% 0.31% 0.01% 0.28%
Telecommunications 20.27% 2.20% 0.96% 0.69% 0.01% 0.24%
Travel and Transportation 20.03% 2.00% 0.63% 0.39% 0.01% 0.24%