Email Marketing – Affiliate worth
email marketing

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Why Email?

Email marketing

Email marketing is a powerful one to many online marketing strategy that can generate amazing results at relatively low costs. Email marketing can be broken down into transaction emails, direct emails and trigger emails. Each type can be very effective and be part of a highly successful campaign.


In the email marketing Section you’ll learn about different email marketing tools, effective list building, best practices and advanced email marketing strategies. You’ll be able to  read about ways to increase email opt-in rates, maximize email open rates & click through rates, create effective auto-responder sequences and improve email deliver ability.



Why Email?

 
 
I’m probably safe assuming that you already see some value in email marketing. I’ll take the
opportunity anyway to mention a few salient points about email and why marketing and email go
together well.
 
Subjectively, email is the main system of interaction in my life. I use my phone to talk to people
only for a small fraction of my communication. Email gets my attention as fast as text messaging
(SMS). In most cases, I let any unknown callers go to voicemail yet I view every email that
pops up in my inbox.
 
When I sign up for newsletters it’s an easy way for me to stay in touch with businesses I like or
even business I think I’ll like. As a customer, I expect businesses to email me if there’s anything I
need to know whether it’s a sale or a new product release. My favorite musicians don’t call me
about their Summer tour nor do the local restaurants text me their Spring menu – they email me.
It’s all about email. It’s the standard!
 
More than one in five people worldwide use email. That’s about 1.9 billion people. It’s
predicted to increase to 2.5 billion email users in the next 2 years. Yup, email’s popular. The
Radicati Group, who came up with that info, also reckon that the world sends about 294 billion
emails daily.
 
Let’s put it simply. Email is a vibrant and powerful way to connect with people.
Bringing it home, think about your own experiences. Do you even know anyone who doesn’t
have an email address? You probably receive a number of HTML emails each week (I sure do).
You read them, get inspired by them and even look forward to the next one. Email is a part of our
lives. A very big part.
 
Every Artist Needs The Right Set of Tools

Email marketing

Email marketing is a powerful one to many online marketing strategy that can generate amazing results at relatively low costs. Email marketing can be broken down into transaction emails, direct emails and trigger emails. Each type can be very effective and be part of a highly successful campaign.



In the email marketing Section you’ll learn about different email marketing tools, effective list building, best practices and advanced email marketing strategies. You’ll be able to  read about ways to increase email opt-in rates, maximize email open rates & click through rates, create effective auto-responder sequences and improve email deliver ability.

Every Artist Needs The Right Set of Tools

Before we start creating an email, let’s procrastinate just a little and look at some tools that’ll
help you get your emails looking gorgeous while still keeping your life easy.


On A Mac…

  • Evernote



 This is a neat little screenshot tool. You can use it to resize and crop images. https://evernote.com

  • ColorSnapper

   This color picker is easy to use and a great help in creating your color scheme (your “Theme”).
   http://colorsnapper.com


On A PC…



  • Just Color Picker



A simple and easy color picker for PC. http://annystudio.com/software/colorpicker


On Both…

  • Jing



Jing takes great screenshots and is super easy to use. http://www.techsmith.com/jing.html

  • Flickr



The Commons on Flickr is an awesome resource for grabbing images to use in your emails.
http://www.flickr.com/creativecommons


Morguefile


Morguefile is another great spot for images you can use. Please just always double-check the fine
print to make sure you can use the image for commercial use (if you’re using it commercially).
http://www.morguefile.com


Image Editing Program


There are tons of free and easy image editing programs both online and for your desktop. I like
Aviary (http://aviary.com) and PicMonkey (http://picmonkey.com), Mad Mimi’s Vicki likes
Photoshop.com and our Rylan enjoys the desktop Photoshop experience.
I also recommend drafting your emails on a basic text editor. If it reads well in plain text, it’ll
read well in the inbox!


The Technical


It’s worth getting to know these tools. They’ll be your sidekicks. By familiarizing
yourself with their basic uses, you’ll avoid running into roadblocks along your
composition journey. That means less stress.
At some point you may need to get an image sized so it renders beautifully and downloads fast
for your readers. You’ll need to know what a hex code is so you can match your website’s lovely
color scheme.


Facing this stuff now will give you far more confidence down the road and won’t interrupt your
compositional flow. Don’t spend too much time exploring these tools, just get acquainted with
them – you’ll get to know them much better later.


The Philosophy


It’s all about the company you keep! Using simple but powerful tools is empowering.
It will save you tons of time and result in a better email.

EMAIL MARKETING: Say It Loud!

Email marketing

 
Email marketing is a powerful one to many online marketing strategy that can generate amazing results at relatively low costs. Email marketing can be broken down into transaction emails, direct emails and trigger emails. Each type can be very effective and be part of a highly successful campaign.


In the email marketing Section you’ll learn about different email marketing tools, effective list building, best practices and advanced email marketing strategies. You’ll be able to  read about ways to increase email opt-in rates, maximize email open rates & click through rates, create effective auto-responder sequences and improve email deliver ability.

EMAIL MARKETING: SAY IT LOUD!

What’s first? Well, once you’ve completed this walk-through, what comes first will be up to you. I like to start with the content since that’s really what your email is about. So let’s talk content!




The Technical


Simply put, good writing matters. Don’t distract your readers with typos or exhaust
them with over exclamation. It’s worth having a few friends proof read for you. This
helps you avoid run-on sentences and poor grammar. If anything stands out in this

regard, it’s a distraction from your intended message. Seriously, proof read!




The Philosophy


Well, I’ll try to keep it simple (there’s that word again) when talking about content. Let’s

start with this basic idea:


You know your readers better than I do.


Everyone always says, “know your market.” That’s true for emailing too. What do you think they want to hear about? Remember, you want them to read and enjoy the emails you send and look forward to the next one. What, as it pertains to your business, will give your readers something interesting to read?


Do you like receiving emails that are nothing but a hard sell? I’m sure you don’t! No one likes the
pixellated equivalent of the junk mail that arrives in your post box every day.



Here’s the REAL reason you’re emailing:


You want to connect with your customers and fans. You want to provide value, keep them
informed and give them a moment in their hectic day to enjoy the email you’ve sent.



You also want them to read your next one, to share it with friends and to stay loyal customers.
Don’t lose sight of that.



And how do you do that?


Well, by sitting down and asking yourself, “What do I, me, myself and my friends and customers
want to read? What do I look forward to receiving in my inbox? What can I share that my
customers might not know. If I were my customer, what would I find interesting?”



Buyer Personas 

Let’s take a quick digression and chat about buyer personas. That sounds terribly fancy and
jargonish but it boils down to this: A buyer persona is a fictional example of your customer.
Larger businesses, politicians and universities often rely on multiple buyer personas to
dictate their websites and marketing tactics.
Ask yourself this: Who is my likely customer? What are they like? What do they do during
the day?
Often, building the buyer persona relies on asking some customers to share their thoughts.
Other times, you’re relying on your own knowledge. Most likely, if you’re a small business,
your buyers are just like you.
Stop and build a character for your customer. Give him or her a name and a story. You may
gain some insight into your own business and make some positive changes to your email
marketing.



These could be personal stories about a product, the chef’s inspiration behind a new dish or news
about the industry you’re in.

 Say your business is to sell “small batch” roasted coffee beans. A weekly email that highlights
various ways to prepare coffee, from cold press to stove-top percolators (my favorite!), would be
perfect. Talk roasting techniques or why the chief coffee poobah created a blend of dark roasted
Sumatran beans and medium roasted Arabica or… you get the point. As a very passionate coffee
drinker, I’d find this fascinating and I’d be inspired to try out those techniques or new blends.

 If you’re informing, you’re already being interesting. If you’re interesting, it won’t feel like an
advertisement.

EMAIL MARKETING: Say It Proud!

Email marketing

 
Email marketing is a powerful one to many online marketing strategy that can generate amazing results at relatively low costs. Email marketing can be broken down into transaction emails, direct emails and trigger emails. Each type can be very effective and be part of a highly successful campaign.


In the email marketing Section you’ll learn about different email marketing tools, effective list building, best practices and advanced email marketing strategies. You’ll be able to  read about ways to increase email opt-in rates, maximize email open rates & click through rates, create effective auto-responder sequences and improve email deliver ability.



EMAIL MARKETING: Say It Proud!

 
Let’s discuss the layout of your email newsletter
 
The Technical 
 
When thinking basic format, I stick with what we humans are used to. I look at major
blogs and publications. These usually have a main title, an article heading, maybe a
teaser (I call this a subheading) and then some text. Oh, and an image too. 
 
See? Pretty neat and easy to read, right? 
 
While dual columns may seem attractive because well, you’ve seen emails with that format, I
tend to steer clear of that layout. It’s a “noisy” format that’s distracting and we like things that
are easy to read. So keep it simple! 
 
Okay, I know what you’re thinking: “but Dean, I just want to add some links along the side.” 
 
To that I say, don’t put them there – place them up top. We’re trained to look there. Visit every
website you like and you’ll find the vast majority have their navigation links up top and not down
the side. Placing those “quick links” up top utilizes your email real estate to the best advantage.
 
The length of your email is worth exploring. I’m a fan of being concise and I like to scan an
email quickly and “get it.”
 
Now many of you will have a lot to say on a specific subject. It’s OK. Don’t stress it. Do what
feels right. It’s also worth taking a look at other options like hosting the real meat of a topic on
your website or blog and linking to it from your email. If that’s not possible, well, still try to keep
it succinct. If your email needs 10 minutes of uninterrupted focus by your readers, it’s probably
too long.
 
The Philosophy 
 
Similarly, if your email takes you all day to write, it’s probably too long. Be wary of
overcommitting yourself and creating chores. Creating your email should be fun and
easy.
 
Think about it like a new resolution – like blogging or starting a workout routine. If you try to
update your blog 10 times a day or by going from couch to running 10 miles in a couple of
weeks, you’ll burn yourself out
 
In the email world, this applies doubly so. If you’re tiring yourself out building intricate
compositions that rival websites in terms of content and design, you’re probably also wearing out
your readers.
 
Start simple – you can always ramp it up. Single topic emails are easy to digest and easy to keep
up with whether your goal is monthly, weekly or daily. Besides, it’s much less disheartening to
ramp up than down.
 
So, what is a topic? It’s relevant content you want to share with your readers. It could be a sale
or it could be a new product. It could be an anecdote on your blog (by the way, check out Mad
Mimi’s RSS to Email feature), something instructional, or it could be an event coming up. A
topic could be a “behind the scenes” look at photoshoot or the inspiration behind a new jewelry
item.
 
Topics I find interesting depend a lot on who the sender is (that’s you!). If I’m receiving a
commercial email about new products in an online store, I like to know a little about the product,
why it’s useful and sometimes, simply, what it does. Some newsletters that draw me in tend to be
more focused on telling tales. I love knowing the story behind a song or a work of art. I like
reading about what inspired a new menu item.
 
Don’t feel that you need to write a lot to get your point across. If you think that a product image
with a brief caption is all that’s needed, you’re probably right. Sometimes topics can be shared
visually.
 
A topic is whatever your readers may want to hear about. Remember what I mentioned earlier –
you know your readers better than I do!
 
OK, so take some time and draft some content. If you want to move on in a hurry, grab some
lorem ipsum (y’know, that placeholder text) and read on!
 

 
EMAIL MARKETING: Sending and Subject Lines

Email marketing

 
Email marketing is a powerful one to many online marketing strategy that can generate amazing results at relatively low costs. Email marketing can be broken down into transaction emails, direct emails and trigger emails. Each type can be very effective and be part of a highly successful campaign.


In the email marketing Section you’ll learn about different email marketing tools, effective list building, best practices and advanced email marketing strategies. You’ll be able to  read about ways to increase email opt-in rates, maximize email open rates & click through rates, create effective auto-responder sequences and improve email deliver ability.


EMAIL MARKETING: Sending and Subject Lines

 
Your email is done and designed. You’ve proofread it (please proofread!) and clicked on every
link in the promotion to be 100% sure it goes to the right place.
 
The Philosophy
 
Forget about the ideal time to send or which day gets the most opens. That way lies
madness! When driving people to open your emails, subject line is the champ! Nothing
entices or informs your readers quite like subject lines.
 
There’s no such thing as the perfect subject line but some are certainly more powerful than
others. There are “rules” and if you follow them, you’re going to do just fine. For the
philosophical aspect:
 
Be honest
If there’s no cat video, don’t say, “Hilarious Cat Video Inside!”
 
Be descriptive
It’s hard to describe the content of an email in under 10 words but try. If your email is all about
the latest in international politics then go with something like “North Korea At It Again and US
China Relations Strained.” See? In a few words it captures what the email is about and your
readers will know there’s good stuff inside!
 
Funny helps 
Humorous subject lines do drive more opens but it’s a fine line. Only be funny if you can also
still 
follow rules 1. and 2.
 
The Technical
 
There are a few rules here too but they’re simple. Well, they’re more like guidelines but
worth keeping in mind before hitting that send button.
 
Keep it under 10 words
 
Nothing bad will happen if your subject line is 11 words but in general, concise is better. 
 
Avoid all CAPS! 
No one likes being yelled at and it may even trigger some spam filters.
 
Avoid excessive punctuation
A comma or a period is fine but there’s really no need for 5 exclamation marks.
And that’s it really. One last thing though before you send…
From Who? From You! 
I’m talking about the name that appears in your readers’ inbox. This matters more than you think.
I’m going to dive straight into the philosophy…
 
 

 

EMAIL MARKETING: Your List
 

Email marketing

 
Email marketing is a powerful one to many online marketing strategy that can generate amazing results at relatively low costs. Email marketing can be broken down into transaction emails, direct emails and trigger emails. Each type can be very effective and be part of a highly successful campaign.
 
In the email marketing Section you’ll learn about different email marketing tools, effective list building, best practices and advanced email marketing strategies. You’ll be able to  read about ways to increase email opt-in rates, maximize email open rates & click through rates, create effective auto-responder sequences and improve email deliver ability.

 

 
EMAIL MARKETING: Your List
 
Whew, I could write an entire thesis on list management but let’s look at the most important aspects.


Right off the bat, let’s get some terminology out the way. You’ll often hear of “opt-in” and
“permission-based” email marketing. Both of these mean that your subscribers gave you
permission to email them.

Permission can come in different ways, from being an active customer who gave you their email address to signing up on your website.

The key thing is that they gave you permission and that means you specifically. Purchasing or renting a list from a seller isn’t opt-in, no matter what the list seller says. Also, if a reader signed up at mycoffeeshop.com then it’s probably not a good idea to email them from myclothingstore.com.

While it’s super important for you to grow your list, look at it like a recipient would. How do you feel when you receive marketing emails from businesses you don’t recognize? Do you buy things via emails you didn’t sign up for? 

Probably not and neither will the folks you send to if they didn’t sign up.With lists, bigger is not better. 

It’s common to see companies base their marketing worth on their massive lists. They’re totally comfortable with high abuse rates (i.e., folks marking them as spam) and low read rates and they’re worried about potentially losing out on a few readers. It’s tempting to hold on to contacts who signed up 8 years ago even though they haven’t bought anything in 6. It’s hard to relinquish email addresses even if they’ve never viewed a single email and probably signed up with a throwaway address.

There’s a lot of benefit to frequently “cleaning” your list.
From a purely monetary standpoint, the bigger your list, the bigger the costs. If 30% of your list is utterly unresponsive, why pay for it?
There’s a more compelling reason to keep your list healthy…

Delivery!

Your delivery is affected more by your list health than anything else. I’m going to assume that you’re not sending emails about illicit pharmaceuticals and “adult” services and so you’reprobably not going to run afoul of spam filters. If you’re already sending via a reputable ESP like Mad Mimi, you’re probably okay content-wise.

If your recipients have no idea who you are, they’ll start calling shenanigans and marking your emails as spam. If your list contains “spam traps” or old email addresses from accounts that haven’t been logged into in years, ISP’s like Gmail, AOL and Hotmail pay attention to that. They start assuming the worst and then, they start sending your emails to the dreaded spam folder.There are no warnings or second chances so, you need to be aware of this from the start.

Like anything in life, there are no shortcuts and if you start things right, you’ll build the right foundation. Starting your list off small and opt-in is far better than buying lists or using dubious practices. There are some hefty benefits – great delivery and saved $$’s!

Email Marketing

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