How To Create A Great Email Marketing Campaign

Be as specific and personalized as possible.

Say you’re selling multiple types of flowers: roses, lillies, marigolds, etc. And you’re just getting some new roses in store. You have a huge mailing list of customers who have purchased flowers from you before. But not all your customers are the same:

  • Some prefer roses.
  • Some prefer to purchase flowers priced under $20.
  • Some prefer to buy seeds, while others like to buy fully grown plants.

So there’s no point spamming your entire list when you’ve got a new delivery of roses in, because many of them won’t even be interested in roses. You’re better off sending the email to only those customers who prefer roses and who normally make purchases at the price point you’re going to be selling them.

Otherwise, you risk people unsubscribing from your mailing list because you’ve filled up their inbox with emails that aren’t relevant to them.

That’s why the number one thing in email marketing is to know your audience and target them as individually as possible. Depending on your product/service and the relationships your readers have with that, you can target them based on things such as:

  • Age – Use the language/voice that is appropriate for different age brackets.
  • Location – If your products or prices are location specific.
  • Price bracket – Know your bargain hunters and send them the sales. Know your customers who want to be up with the latest and greatest and send your new high end products to them.

These are just a few examples of making sure your marketing is more relevant and therefore less spammy to your readers. There’s no point sending a $1,000 product to a customer who only has $200 in the bank.

Know your audience, and THEN craft your marketing emails accordingly. DO NOT spam the same email to your entire audience. Nobody likes that anymore.

Sender and Subject Line.

Let them know who the email is from.

Nobody wants to open an email if they don’t know who it’s from. After all, it could be a scam. It’s super important that you use the name your customers will recognize easily, whether that be your company name, personal name, and email address.

For example, you’re the owner of a flower company called Sneeze Alert, and your name is Dave. You’ll want to use your company’s name, Sneeze Alert and your business email, dave@sneezealert.

People like the idea of talking to other people and having a single point of contact. So, it can be helpful to use your name, as long as you’ve made it clear that you belong with that company and you’re not just a random Dave sending them an email.

Don’t use noreply@sneezealert because those kind of emails can come across spammy. You should always be making it easier for your customers to contact you. Using an email that customers can reply to makes you seem more personable and reachable.

Write your catchy subject line.

The second thing people see is your subject line. This tells people what your email is about, and is really the deciding factor for many people about whether they open your email or not. The reader needs to have a good reason for WHY they should spend their valuable time opening your email.

People only open emails if they feel like there’s value in there for them, if they’re worried about missing out (FOMO), or if they’re feeling curious.

Tell the reader why they are being emailed.

Your subject line should make it clear why you’re sending this particular email to that particular person, otherwise, it’s just spam. If you’re offering them something, let them know in the subject line. If you’re telling them that their subscription is expiring soon, let them know in the subject line.

Focus on aligning the subject line with the email content. No surprises.

Unless you’re giving your customer a surprise gift, be very clear about what they’ll get if they open the email. If you’re selling something, let the reader know in your subject what it is and when they can buy it, such as, “New roses in store today.” If you’re giving away a surprise gift, say something like, “Surprise gift from us to you!”

Don’t try to trick your customers.

Your goal of email marketing is NOT to get the most email opens no matter the cost, it’s to get as many conversions as possible. You won’t gain anything by using click-baity subject lines to ‘trick’ people into opening your email. And you risk people unsubscribing because they view you as spammy/scammy. Not only that, but your customers will trust you less and will be less likely to open future emails from you.

Make sure that whatever you promise your readers in the subject line, you actually deliver in the email. Don’t tell them they’ll get four great tips on gardening, only for them to open the email and find they need to pay to get the tips. If you’ve got a new gardening course, tell them in the subject line, “New gardening course! Four tips on how to get worms! Sign up today.” That way, readers won’t be disappointed when they open your email because they’re expecting to find a sign up link and not the four tips.

Be specific.

If you’ve personalized your email list to those who are interested in that product and price point, then you can use an even more specific subject line such as, “New roses in store, $20 each!” Those who are interested in roses at $20 each are even more likely to click to see what’s the roses are. If you don’t want to mention the exact price, you could say, “New roses in store at affordable prices!” As long as you know that your price IS considered affordable for the readers in that particular mailing list. Because remember, affordable is subjective.

If you’re offering the first 10 buyers a discount, “New roses in store, 50% off for first 10 buyers!” This tells customers exactly what you’re selling AND what sort of discount you’re offering. Compare that to a subject line like, “50% off coupon inside!” While it’s exciting to see a 50% off offer, your readers have no real reason to open the email because they don’t know WHAT they’re getting 50% off for.

Remember the pre-header text.

The preheader text can provide more information to your customers. Use this to give them additional information to your subject line that will make the email more appealing to readers.

Email content

Why are you emailing them?

Remind the reader why you’re emailing them in particular. For example, if you’re selling plugins and you’re wanting to remind the reader that their license is expiring, the best thing you can do is start off by reminding them exactly what plugin they bought and the date it expires.

For example:

Dear X,

We noticed your license for FLOWERS SMELL PRETTY will expire on 15/12/2020.

If you want to keep using the plugin, it would be easiest if you renew before your license expires. That way, you don’t need to buy a new one.

Want to renew? It’s easy! Just click here to get started.
If you have any questions, please contact us here.

Remember, people are busy and buy a lot of things, so you can’t expect them to remember you in particular. If you don’t remind them why they’re getting emails from you, they could easily overlook it as more spam.

What is the value in your email?

The purpose of your email should be to explain to the recipient the value you’re offering them. For example, say you’re offering customers 30% off your product or service. If the readers don’t know the value of what you’re offering them, the 30% discount won’t mean anything.

Compare these two examples:

A) New roses in store! 30% off just for you! Get yours today. Shop roses now.

B) We’ve got new roses in store! These roses can even be used for making rose tea, which has been shown to soothe irritated skin and calm headaches. Bright red to give your garden a pop! And since you’re a valued customer, we’re offering you 30% off. Shop roses now.

The first email is essentially shoving roses at the recipient and assuming they want them. They can get roses anywhere, right? Why should they buy these ones in particular?

The second email tells them what value they can get out of purchasing these particular roses.

Be brief and to the point.

Time is valuable, and nobody wants to have to hunt through an email to find out what the point is. Readers will not appreciate having to play hide and seek to find your discount code buried in paragraphs of words in your email.

Make it easy for readers to find what they’re looking for.

For example, if you’re selling roses and you’re telling customers that a benefit of them is rose tea, that’s all you have to say. If you try to include recipes or links to recipes, then customers can easily lose focus on the main purpose of that email: to buy the new roses.

Your offer is the roses, not the recipe. You don’t want customers to navigate off your email to some recipe site and then get distracted looking at other recipes and forget all about buying your roses.

Focus on outlining the value of the roses briefly (in one or two sentences) and let customers do their own research if they’re interested. If you have a blog, you can tell them they can find the recipe on your blog.

If you want to send customers rose tea recipes, have a separate recipe only mailing list for people to sign up to if they’re interested in that. Because remember, not everyone buys your roses just to make tea. Some of them only want to look at the roses, or smell them, or whatever one does with roses.

Have a call to action.

Have ONE call to action in your email. It’s hard enough getting people to click one thing, with all the competition out there. So don’t be competing with yourself as well. You don’t want your email filled with competing calls to action.

Make it clear on your call to action button what the readers will get if they click it. For example, are they going to your online store? Shop now. Are they going to view a deal? View deal. Are they going to a signup page? Sign me up. Are they going to a blog post? Read more or view full post.

Have multiple links to your call to action in your email.

Just because you have one call, or one purpose in your email, doesn’t mean you can’t repeat it. Have an easy to click button, and link various peices of text to specific sections of your landing page. You should also make any image a direct link the landpage. People often click images.

Say what you mean, and mean what you say.

If you say something, mean it, and deliver on it. Do NOT make false promises or use cheap marketing tactics because, not only will you lose subscribers, you’ll lose trust and credibility in your space.

Be realistic. Maybe your product can help them, but don’t promise it’ll help EVERYONE. Be real.

For example:

A) The rose that cures ALL diseases! In store now. – This screams fake, scam, lie. Nothing cures everything.

B) The rose that is known to cure headaches! In store now. – This is more realistic. You aren’t promising that your new roses WILL cure their headaches, but you’re informing them that it’s been known to. Of course, only say that if the rose actually HAS been known to cure headaches. Make sure you can back up what you say.

Some Types of Marketing Emails

The Sales Scout

These are emails sent with the sole purpose of getting people to buy something. They’re often sent when new stock has come in, or readers have subscribed to a marketing watchlist.

  • New stock just in!
  • We’ve got something that we know you’ll like.
  • New items listed that match your search.

The Coupon Charm

These emails contain special coupons/deals either to entice new customers in the door, or to give current customers a bit of a nudge.

  • 10% off all flowers. Coupon inside.
  • We missed you! Here’s a $5 voucher on us!
  • Buy one, get one free!

The Seasonal Sensation

These are the special occasion emails sent out for particular holidays or events.

  • Happy Valentine’s Day! Give your loved one the perfect gift.
  • We’re celebrating Christmas with 30% off storewide.
  • This Thanksgiving, we’re saying thank you with a free gift!

The FOMO Frenzy

These emails are the ones with limited time offers that make people want to buy quick so they don’t miss out.

  • Only 100 left! Get yours now.
  • On sale this week only!
  • 50% off for first 50 buyers.

The Gentle Reminder

These emails remind your readers of something useful that they may have forgotten, such as a subscription expiring, or stock still sitting in the cart.

  • Your license is expiring soon.
  • You still have items left in cart.
  • Your reserved stock expires tonight. Complete your purchase today.

The Confirmation

It’s always good to send customers a confirmation and a thank you when they’ve made a purchase.

  • Success! Your products are on the way!
  • Thank you for signing up. Welcome to our community!
  • Receipt for purchase X.

Other ideas

Subscribe to your competitors

Look, it’s not a good idea to get too caught up and worried about what your competitors are doing. But if you can view their marketing emails WITHOUT stressing out, it could be helpful to subscribe to their marketing list and keep an eye on what others are doing in your space. See if anything stands out to you and use that to improve your own marketing.

Use your order confirmations to upsell other products.

Since you’re sending an email anyway, you may as well include an upsell at the bottom. Can’t hurt, right? Such as:

  • Thank you for your purchase. Here are some other items we think might interest you.
  • We hope you love your new roses. Can we interest you in some new pots to put them in?
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Hi, I'm Lari.
I hope what I've written here is easy to understand and you find it useful. Feel free to drop a comment if you've got any questions or topics you want me to look into and write about! Catch you in the next one 😊