Expert Interview Series on Email Marketing Landscape

Professional Interview Sequence: Half 9

Necessities of an e mail:

conforming to the altering e mail advertising and marketing panorama

with Kate Emiley

Copy is among the most important points of e mail advertising and marketing. The tone and phrases you select have a profound affect on how the readers understand your message. It’s going to additionally have an effect on the conversions you get. Moreover, it is usually essential to observe sure finest practices in order that your e mail will get seen and brings outcomes. Whether or not it’s an automatic e mail or publication, it’s essential to consider one thing distinctive to serve your prospects.

So, we acquired in contact with Kate Emiley, an e mail and content material advertising and marketing advisor to know tips on how to create emails that may assist entrepreneurs have an edge over their opponents.

We gathered some nice insights from her and right here’s sharing them with you all.

Learn on…

Inboxes are getting fairly aggressive. How do you make your emails stand out?

Kate : Personalization. That’s one of many greatest benefits of e mail advertising and marketing vs different types of digital advertising and marketing (like social media), you’re in a position to ship related content material to a person subscriber. This implies you possibly can ship a selected sequence or content material suggestions based mostly in your subscriber’s pursuits or the place they’re at within the purchaser journey
with you.

What is going to your recommendation be with regards to constructing e mail lists?

Kate : A lead magnet remains to be the primary solution to build your email list organically (aka totally free!) Nevertheless it’s as much as companies to get inventive with this one as a result of we’ve all downloaded 1,000,000 e-books and guides that get forgotten about in our ever-growing downloads folder. A lead magnet may very well be a reside masterclass or a problem or perhaps a trial of your product/course. The hot button is to provide a useful piece of content material away totally free that provides your subscriber a fast win. If you happen to’re an eCommerce enterprise although, maintain issues easy and provide a reduction code or free delivery.

How essential is the e-mail copy with regards to the success of an e mail marketing campaign?

Kate : Whereas e mail copy is essential, content material high quality and consistency are most essential. Somewhat than going forwards and backwards over the copy for an e mail publication for weeks to make it “good”, it’s higher to create constant content material on a weekly or fortnightly foundation. It’s essential to know the place your subscriber is at after they obtain your e mail as a result of your e mail will act as an interruption of their day (usually it’s not one thing they’re in search of out). So it’s essential to jot down copy with that body in thoughts and make it simple to digest and skim.

Virtually all manufacturers ship welcome emails nowadays. What sort of copy will make it easier to get most click-throughs?

Kate : Use your welcome email as a chance to phase your checklist. Give your new subscriber the possibility to self-select what they’re considering listening to extra of from you. This may increasingly imply you ask them the place they’re at experience-wise or one other important filter depending on your online business. For instance, if you happen to’re a enterprise coach, you could ask whether or not your new subscriber is new to enterprise or has been in enterprise for five+ years. The content material you share with a newbie might be vastly completely different than somebody that’s skilled. This degree of relevancy will imply you get extra opens and click-throughs in your welcome e mail and all future emails.

Do you observe any copywriting method to get your emails learn and acted on?

Kate : I don’t concentrate on any method however as a substitute, some finest practices increase engagement.

• Add a hook or intro to the beginning to usher in a human component (relatable tales are nice right here!)
• Use headers to assist group items of content material inside your e mail
• Dot factors are an effective way to interrupt down your content material into bite-sized chunks
• Highlighted factors (daring or coloured) draw the reader’s consideration to a very powerful data
• Gifs or memes add persona and humor with out overdoing it with pictures

keep the human contact in automation emails like cart abandonment emails and re-engagement emails such that they don’t look boring and bot-driven?

Kate : Spend a while working in your model tone of voice. Write these emails in a approach that represents your tone in order that it’s constant throughout your web site, social media, and gross sales emails like cart abandonment. Combine phrases or phrases that replicate who your model is and sound like they’re coming from you.

I had learn someplace that newsletters are getting out of date. What’s your tackle this assertion? Can we break the stereotype that newsletters are boring?

Kate : Don’t ship boring newsletters, easy. As I’ve shared above, if you happen to spend the time segmenting your checklist and sending hyper-relevant content material to the place your subscribers are at proper now, then they’re going to be extra more likely to look out in your content material of their inbox. If you are able to do that, it’ll really be your superpower.

Selling a lead magnet by way of emails can get difficult. Are you able to counsel any tricks to create an efficient promotion technique?

Kate : Consider your lead magnet as your one focus, so put it in every single place. Put it in your Instagram bio, as a pop-up in your web site, and in your e mail signature. I additionally suggest you create long-form content material (weblog, youtube, podcast) that hyperlinks to this lead magnet and promote this many times by way of channels the place you may have an viewers (like social media).

Nurture emails are just like the gateway to conversions. How to verify they work?

Kate : Take into consideration who your splendid shopper is and the place they’re at of their journey with you. Make sure you ship related worth that positions you because the professional and provides them a fast win to maintain them coming again for extra. Additionally sharing testimonials which are hyper-relevant to them is a good technique.

What are some e mail copywriting errors that you simply usually come throughout? And tips on how to right/ keep away from them?

Kate : Inconsistency is the most important one I feel. Enterprise house owners usually inform me they haven’t despatched an e mail for just a few months (though they know they need to). Creating some type of schedule that features weekly or fortnightly newsletters (or on the very least a stable nurture sequence) might be key to constructing rapport and constructing belief along with your subscribers. I additionally see businesses send emails solely after they have one thing to promote, which for e-commerce companies works okay, nonetheless, for service-based companies, it is a massive no-no. I’ve additionally seen enterprise house owners focus closely on design and pictures, which is a good technique for e-commerce but it surely’s not for service companies as a result of you should dive deeper into your storytelling and positioning your self as an professional.

Final however not the least, is there any e mail copywriting guidelines you observe that you simply’d wish to share with our readers?

Kate : I’ve an Email Marketing Guide which shares 10 methods to get extra engagement out of your emails.

E mail break up testing is a tough sport. Do you observe any finest practices to get it proper?

Kate : AB break up testing is one thing that not all e mail advertising and marketing platforms provide and whereas it’s a very cool instrument, it’s not essential for getting began with e mail advertising and marketing. If you happen to do select to AB split test emails ensure you’re solely altering one variable however make it an apparent change. For instance, break up check an 8-word topic line vs a one-word topic line or an image-heavy e mail vs a complete text-based one. Typically folks will check a distinct coloration of the button and whereas that is okay, it could not have made any distinction it’s simply one of many extra engaged pattern units.

Topic strains and preheader texts could come as an afterthought. Are you able to share some concepts to ace these parts?

Kate : Topic strains ought to at all times be a primary thought as a result of in the event that they don’t intrigue your subscriber to open the e-mail, your e mail is wasted anyway. Your topic line must spark curiosity and a few of my favourite methods to try this are questions, lists, testimonials, and being area of interest particular. Your preview textual content ought to help your topic line and supply slightly added element.

CTA is arguably essentially the most important component of an e mail. Are you able to share some professional suggestions to assist our readers hit the bull’s eye?

Kate : Don’t overstuff your emails with multiple CTAs. In your e mail to have the very best click-through charge, solely have one CTA which may very well be within the type of a button and/or linked textual content. I really like including a CTA as a PS after my identify as a result of it appears like a softer promote than an enormous daring button in the course of the e-mail.

Now that was fairly an insightful learn, proper? Keep tuned for our subsequent interview within the coming quarter. We’ll be again with some extra fascinating suggestions and methods associated to e mail or CRM.

Until then, comfortable emailing!