Emails are great for promoting events you’re organizing. The big challenge here is to clearly present why that event is worth your contacts’ attention.
When writing emails promoting events, don’t forget to include all the necessary information, such as location, date, time, limit of participants, among others.
And remember to highlight the link to the registration or ticket purchase page!
Lead nurturing emails
Depending on the action your persona decides to take within your blog or website, you may want to insert into a nurturing stream.
Nurturing consists of a series of emails with relevant and segmented content.
As the name suggests, these are email marketing messages that help the lead walk through the sales funnel to a clear purchasing position.
By identifying a group of contacts that you know are interested in a specific topic, you can continue the conversation with more relevant, targeted content that increases the likelihood that these customers will continue to engage with your business.
Buyer Personas Guide
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Email marketing tools and templates
If you are going to start your email marketing strategy now, you need one essential ingredient: a tool or software that can carry out mass email blasts.
The most suitable tool for beginners is Mailchimp , as it has a free version and is easy and intuitive to use. Other popular software on the market include GetResponse and Mailee .
Email marketing can also be done through full-featured marketing automation software, such as RD Station and Hubspot .
These are tools that perform several functions in addition to email marketing, such as social media management, lead tracking, blog management, among others.
How to choose the ideal template for your emails
With a tool in hand, the next challenge will be to write your first email marketing. And for that, you will have to choose which template to use!
You can create a template from scratch, in HTML, or use ready-made templates that are provided by tools like Mailchimp . The latter option is the simplest, as it reduces your workload.
When choosing your template, look for one that is responsive , meaning it adapts to mobile devices. Nowadays, most people read emails on smartphones or tablets.
Therefore, if your template is not responsive on these devices, reading your marketing emails will be very difficult (or even impossible).
In addition to being responsive, your template should have room for images and text . Many companies send email marketing messages that only contain images.
However, some providers consider this type of email as spam. The ideal is to combine blocks of image and text, which makes your email lighter and more pleasant to read.
Finally, when looking for the ideal template, remember that less is more . As cliché as that expression may be, simplicity is the key to focusing your reader’s attention on what you want, whether it’s the content of the email, the call-to-action, the share, or any other action you want them to take.
Steps to build
As sad as it may be, an email contact list declines by 22.5% per year . Email addresses change, people abandon old accounts, and contacts opt out of your list.
For this reason, one of the most challenging aspects of an email marketing strategy is building and growing your contact list. But where do you start?
The first solution that often comes to mind is to buy an email list. However, the golden rule of email marketing is to never buy contact lists! Let us explain why.
Don’t buy an email list
A person’s inbox is an extremely personal space. It is where they handle work messages as well as personal matters.
So, if someone has given you their email address, it means that this person is willing to interact with you.
When you buy a list, you are purchasing email addresses that have not opted in to receive your messages. Therefore, none of these people have given you permission to send messages directly to their inbox.
Additionally, these lists also often contain fake, non-existent, or typo-filled email addresses, which indicates to vendors that you are emailing a purchased list, leading to a potential penalty from vendors.
In other words, buying an email list is a sure way to damage your company’s image .
Building an email list takes time and effort, but read on to discover tips that will make the process easier.
Focus on the quality of your list
The first step to start collecting email messages is to add a space to your blog where your visitors can register their emails to receive communications from you , such as newsletters, promotions and news.
Some tools make this email collection easy. Our favorite at Rock Content is Hellobar , which adds an email collection window or pop-up to your site.
An alternative to this tool is OptinSkin , a WordPress plugin that allows you to place email collection boxes anywhere on your blog.
Remember that the simpler you make it for your users to register their emails, the more email addresses you will collect. So, make your blog user experience easier .
You may want to ask for other information besides email at registration. This is normal, but be careful not to ask too many questions. This can scare your visitors away from giving you their email address.
Finally, remember that building a good email list involves two components: getting new contacts and keeping the ones you already have .
To keep your contacts close, always send content that is relevant. Otherwise, you may lose everything you have worked to win over.
Tips for writing amazing emails
Once you have an email marketing tool, template, and contact list, you’ll be eager to send your first email marketing message.
There are some best practices to follow if you want to write amazing emails for your subscribers. Check them out!
Keep the text short
Did you know that the average human attention span today is 8 seconds ? With that in mind, it’s clear that you need to be concise and objective when writing your emails.
Review and edit your emails to get rid of anything that isn’t necessary to communicate your message. Get straight to the point you want to express and avoid distractions.
Use the appropriate language
When you’re writing your emails, consider who will be on the other end reading them. That is, who is the person reading your emails?
From this, you will be able to determine what tone of voice to use, and what types of expressions, slang or language you should avoid.
Set a conversational tone
Email is all about nurturing relationships with your contact list. So, create proximity in your texts, address your reader by name, and speak in a way that will captivate your contacts.
In this way, you create a dialogue with them.
Write creative stuff
The subject is one of the most important elements of an email. Its purpose is to encourage the user to open the received message by summarizing the essence of the email content in a few words.
So, don’t stop exploring creativity when writing your subject lines. You can use some techniques to spark your recipient’s curiosity and increase your opening rate.
A successful example we have of creativity in subject lines is an email we sent to announce a webinar on the importance of updating blog content to reach the top of Google.
The subject of the email was a rather curious question: “Where is the best place to hide a body?
In the email, our SEO expert said that the best place was on the second page of Google, as this represented the death of content and to revive it, it needed to be updated. So, he introduced the topic of the webinar. Naturally, this email generated one of the highest open rates since the beginning of the year.
If you want to learn more techniques to encourage your emails to be opened, check out our email subject line generator at the link!
How to create an email marketing campaign?
Now let’s see how you can start your email marketing campaigns. And, of course, it all starts with a plan. First, you need to determine your objectives, your persona, editorial line, indicators, among other elements that we are going to explain to you now.
What are the goals of your campaign?
First, you need to define why you want to create an email marketing campaign.
Do you want to sell more? Create a lead nurturing strategy? Rate your company’s after-sales service?
We previously talked about the functions of email marketing, so it’s time to think about what role this campaign should play in your strategy .
Who is the person you will communicate with?
The buyer persona is the profile of the customer you will communicate with via email . It is the description of a semi-fictional individual, who represents your business’s ideal customer, with all their doubts, needs, pains and interests at each stage of the journey.
The content and language of your email marketing, then, should be created with this persona in mind. You can then customize this material for each recipient, but the buyer persona sets the general guidelines you should follow.
How are you going to build your contact list?
When planning your email marketing, it’s also important to think about how you’re going to build and grow your contact list. After all, without them, no strategy will work!
To collect email addresses, you can place forms on your site, create landing pages, and offer rich content and materials in exchange for contact information. We’ll explain more about how to do this later.
But it’s important to note: you must have permission from people to send them emails . Don’t buy contact lists or add people without asking them, okay? This can make your campaigns end up in spam and damage your reputation.
What list segmentation criteria will you use?
Email marketing today requires segmentation. You can no longer send the same content to your entire database (with some exceptions, of course), because not all contacts have the same interests, nor are they at the same stage of the purchasing process.
So, define your segmentation criteria to make your campaigns more relevant to each person . Here are some ideas you can use to segment:
- demographic characteristics (e.g., location, age, gender, among others);
- interests (e.g. people who like to swim, for a sports e-commerce site);
- interaction history (e.g., past customers who haven’t purchased for 1 year);
- stage of the funnel (for example, people who have already requested a quote).
There are several possibilities. Think about the segmentations that make sense for your strategy and the type of text you are writing (newsletters, nurturing streams, etc.).
What content or offers are you going to send?
Have you thought about what you are going to send to your recipients? Content is the essence of email marketing , it is what hooks you, it is what will make you achieve your goals or not, so it must be well thought out in the planning.
Of course, it all depends on the type of email you want to create. In nurturing streams and newsletters, for example, you can use content that the brand already has (on the blog, YouTube, social media) to address a topic.
In promotional and transactional emails, it is important to know the user’s interests and history in order to recommend offers that are relevant to them.
When are you going to send the emails? How often?
Sending frequency is crucial to email marketing success.
Many users feel uncomfortable with the insistence, but you can’t stay away for long either.
So you need to find that balance, especially in recurring mailing formats like newsletters and promotions.
Also, think about the best days for this. According to Campaign Monitor , Tuesday is the day with the highest open rate (but also the highest unsubscribe rate). This can vary greatly depending on your audience and area of activity, so it’s important to test to find out.
What metrics will you analyze?
When planning, also think about what email marketing metrics you’ll track to see if your audience liked your content, if users did what you wanted, and if you achieved your goals.
Here are some of the metrics you can measure:
- Delivery rate;
- Open range;
- Click-through rate (CTR);
- Unsubscribe rate;
- Conversion rate ;
- Bounce Rate (Rate of emails bounced);
- ROI (Return on Investment).
6 Email Marketing success stories you should know about
When it comes to Email Marketing, we have different ways of working with the goal of delighting and nurturing the customer.
So that you can learn from the best, we have selected colombia mobile database 5 names that are leaders in the field to inspire you in your email creation and to help you learn more about each of them. Drum roll!
1. The Beach
The Beach is Rock Content’s official newsletter dedicated to the latest news and trends in Digital Marketing.
Therefore, by registering your email on the official website , you will receive weekly the best content, carefully selected by us, on everything that is happening in the Marketing, Technology and related markets.
For now, the newsletter is available in English and Portuguese, and features all the interactivity offered by the Ion tool , making it much more interesting and enjoyable to read!
2. The Verge
Here is an example of successful Email Marketing cases to learn how to nurture leads through relevant content, showing authority on the subject. Since 2011, The Verge has been an informative guide for all lovers of technology and gadgets.
This Email Marketing case shows how it is possible to be relevant in an environment where everything happens so fast, with so much new technology.
The subscriber receives a weekly newsletter in English with curated and current analysis in their segment. Do you want to stay informed and continue training your English? Then this news is for you!
3. Think with Google or ” Think With Google “
Another of the Email Marketing success stories psychology experts agree that at christmas emotions are experienced that we have to present is the indispensable Google newsletter , for those who work with marketing and creativity.
Each week, users receive insights, the most talked about topics and relevant information on the topic through content that summarizes the highlights.
For those who can’t keep up with everything that comes out about marketing and creativity, this is an excellent option to stay informed quickly and with quality.
4. Take off the paper or ” Terra do Papel “
Here is an example of Email Marketing success stories that shows that it doesn’t take much to delight the reader, as long as it is relevant.
The Tira do Papel project helps inspire people to put their ideas into practice, through content on social media, blogs or podcasts. The project will be curated by content producer Tiago.
The newsletter is published twice a week and is complementary to the content already produced, but with tips, insights and indications to awaken in the reader the courage to take that dormant idea off the page.
5. The News
For those who want to be well informed and fast, The News is an excellent choice. With the main news from Brazil and the world directly in the inbox of your subscribers.
Here we can see that it is possible to work with daily emails without becoming boring, as the topics are relevant to the readers. The topics also include the financial market and technology.
In a pleasant conversational tone, the reader is well informed every day. A must for those who have a busy life and cannot keep up with the main communication channels.
6. Bits to Brands
Finally, we have an example of a eu phone number newsletter to follow: Bits to Brands . For over 4 years we have been curating content on technology, trends and brand behavior that is sent once a week to readers.
For those who work with communication, this is a great way to receive relevant information on the topic through analysis of your brand’s behavior or recommendations of books and movies.
