You're struggling to keep up with your email marketing campaigns. What can you do to make it easier?

Email marketing presents a paradox: it's both straightforward and challenging to capture customer attention. Leveraging automated platforms for running email campaigns can streamline processes and enhance efficiency. With features like A/B testing and analytics readily available, these automation tools empower users to refine and personalize their strategies with ease, leading to continuous improvements in engagement and effectiveness.

automation is important but to be completely honest if you're making unique designs and emails you're going to want to move away from templates and hire an email specific designer - that will be a human review process. Your flows will all technically be automated if you're an ecommerce brand and using sendlane or klaviyo

I agree with Sruthi’s comments. Thank you for sharing your knowledge and insights. I also like to add that these have to be designed humanely as emails not designed properly can seem very impersonal. Technology however advanced it may be including the use of AI, it cannot replace the human touch. Yes we use Google reviews to take a lot of decisions but nothing to beat a human referral. Look at what Business Referral Networks achieve globally.

You need to take a step back and acknowledge - what am I trying to achieve with this automation. There are 5 starting automations that every company should have: 1. Lead offer/magnet also known as welcome flow. Introduce yourself, give something upfront and create a bond. 2. Browsing session abandonment. Tell about the reasons they would miss out. Show the transformation, pursue to continue where they left. 3. Abandoned cart. UVPs first, offer ladder second. Everyone does this in reverse which makes them seem like begging people to buy. 4. Post-Purchase series. This is where you ease someone into your product or service and set the premise to upsell or cross sell. 5. Win Back. Target lapsed purchasers and re-engage.

Automating your workflows is great but try to keep them simple and linear. Complicated workflows with multiple branches will (for example, trigger a workflow when the subscriber clicks this or trigger another workflow when they don't) make it challenging to maintain and update. Over time, you'll lose track of which workflow does what, when it starts and when it ends.

The biggest part about segmentation is based upon the actions and non-actions your customers are taking. Purchasing or not purchasing.

Segmentation helps, but you need to do more than segment by action (purchase vs non purchase). You should be segmenting with personalization intent. As an example, you can use zero party data from surveys and quizzes to define customers into problem <> solution segments. Then you can push those segments through more defined flows or campaigns to address the thing they’re specifically struggling with.

Segmenting lists has become very important now, considering the strict bans on email blasts from Google. Segmenting is a great way to send personalised automated content to your users/customers. E.g., A sequence of marketing-related content for all your users who have signed up for a marketing webinar can be a smaller segment as opposed to blasting the emails for all your webinar attendees Segments can be based on country / Product purchased / website action taken, etc; it helps a whole deal in personalisation.

Segmentation helps big time to improve the efficiency of your campaigns. Here’s my take on it: 1. Personalisation: Tailor content to specific groups based on demographics, behavior, education or preferences. 2. Relevance: Send targeted messages that are more relevant to recipients' interests and needs. Mention their name in the email subject or introduction to make it more relatable 3. Improved Engagement: Have catchy email subjects and good CTA. This results in a Higher open and click-through rates compared to generic emails. 4. Moment Marketing: Drive higher conversion rates by having email subjects & content related to the most recent trends 5. Data Insights: Analyze data to refine segmentation strategies and optimize future campaigns

You can segment your customers on your email and customer list by behavior and type to customize messages on and offline. No one likes canned and one size fits all messaging.

Utilizing analytics tools is another effective strategy to simplify and enhance your email marketing. These tools offer valuable insights on key metrics like delivery rate, open rate, click-through rate, bounce rate, and conversion rate. By tracking and analyzing your email campaigns with these tools, you can identify successful elements and areas needing improvement. This enables you to make informed, data-driven decisions to optimize your email strategy, leading to better campaign performance and more effective engagement with your audience.

Look at the analytics from your ESP and other tools in your tech stack (Tableau, Adobe Analytics, Google Analytics, etc) to figure out what are your top performers and bottom performers. Once you know your low-performing emails, you can then figure out if you need to (a) sunset them entirely or (b) determine how to optimize their performance. We spend a lot of time launching new email campaigns but often forget that it's just as important to sunset campaigns, too.

Analytics tools are critical to understanding your customers' behaviors that lead to actions you want them to take or to stop doing. That said, the best long term goal for a company is to collect all of your data in a Data Warehouse like Snowflake (so you own all of it, not a 3rd party). Then you can use a data visualization tool like Tableau to create powerful reports for everyone on your team.

Analytics tools are crucial for understanding the effectiveness of your email marketing efforts. They provide valuable insights into subscriber behavior and campaign performance, allowing you to make informed decisions and optimize your strategies for better results.

Sell the sizzle, not the steak. Beautiful email designs aren’t the reason why your email marketing is successful. A compelling story that leads your audience to a desired a desired action: The click. THEN let the landing page do the selling.

Keep your design as simple and easy to read as possible. Fancy branded designs look great, but could significantly impact your email deliverability and key metrics like CTR, and revenue per subscriber.

Optimizing email design enhances visual appeal, readability, and responsiveness across devices. ?? Utilize templates, images, and brand-consistent elements to convey messages effectively. Employing white space, headings, and calls to action improves scannability and engagement. Crafting visually appealing, easy-to-read emails with clear calls to action maximizes attention, communication clarity, and click-through rates.

The most important part of the design is the hero section, which is also called above the fold. This is the first thing that your customers will see and decide to engage or not. It needs to have these 3 elements: 1. A header visual that demonstrates the benefit or the product. 2. A strong headline that summarises the whole message, promise and transformation in as few words as possible. 3. A call to action. Optimising this section will make 80% of the results.

Email has Four crucial parts. 1-Headline 2-Copy 3-Design 4-CTA Each part has it's importance but attractive design can enhance engagement and boost retention as well.

Planning your content, not only streamlines the process but also ensures that your emails are cohesive and purposeful. Moreover, having a content calendar enables you to strategically align your campaigns with seasonal trends, product launches, or promotional events, maximizing their impact. Additionally, investing time in curating a content library yields benefits in efficiency, allowing for quick access to assets and fostering a consistent brand voice.

Use a content calendar for your blog and social media; sync it to your email marketing to make sure that content is relevant to buyer needs.

If you plan ahead, you’ll find that you can repurpose content which will result in you spending less time on marketing. It’s simple but effective.

Planning your email content streamlines your marketing efforts. Utilize a content calendar to map out themes, frequency, and goals. Store assets in a content library for easy access. This approach prevents writer's block, ensures consistency, and aligns emails with marketing goals, enhancing overall effectiveness and engagement with subscribers.

Like other channels, you could categorise your email in 4 pillars: 1. Entertain 2. Educate 3. Convince 4. Inspire Which are also different stages of your funnel. And within those, you could also consider adding subcategories such as news, product specific, collections, influencers, testimonials, tutorials etc. Don't hesitate to lean on content just because it sells less than a promo. Think of it as depositing into the relationship and nurturing your customers.

Yes, outsourcing is one of the best way to owercome all your system. Grab a freelancer or an agency to deal all your email system completely on DFY basis.

Outsourcing can also provide a fresh perspective on your email marketing strategy. External professionals bring diverse experiences and ideas that can rejuvenate your campaigns and bring new insights to the table.

Je constate la baisse de performance de campagnes d’e-mail à cause de l’augmentation de l’utilisation d’outils de vérification des expéditeurs . Vous avez certainement déjà re?u un e-mail contenant un nuage de mots colorés vous demandant de vous authentifier. Cette authentification nécessitant une action manuelle de votre part . Si vous ne répondez pas votre e-mail ne sera jamais distribué. Il convient donc de toujours avoir le même e-mail d’envoi et régulièrement vérifier par l’intitulé de l’e-mail l’ensemble des e-mails de confirmation que vous avez re?u et valider le processus pour vous assurer d’avoir une base d’envoi parfaitement opérationnelle .

- Définissez vos objectifs et votre public cible : que souhaitez-vous accomplir avec vos e-mails et à qui les adressez-vous ? - Disposez d'une base de données liste de contacts de qualité, actualisée enrichie, avec des adresses complètes et des personnes intéressées par votre offre - Sélectionnez la meilleure plateforme d'e-mail marketing, correspondant le mieux à vos besoins, budget et compétences - Créez des e-mails convaincants : captez, dès le début, l'attention de vos lecteurs par un objet, thème, slogan accrocheurs et par un contenu clair et pertinent - Mesurez et analysez les résultats : indicateurs clés de performance (KPI) de vos campagnes, taux d'ouverture, taux de clic, taux de conversion, retour sur investissement (ROI)

Here are some tools that will improve email security and deliverability: SPF - sender policy framework (helps prevvent spoofed messages whenever you send emails) You are basically putting a file on your DNS that proves the email is coming from you. DKIM - domain key identified mail - checks that no third party at all tampered with the email. It's like a wax seal on the message. UseBouncer - a whole set of deliverability checks, toxicity checks and breaches. UseBouncer also checks for any known spam trap emails. MX Toolbox - if you see an unexplainable sudden drop in email performance - Spiders through your data and checks to see if you've been blacklisted.