Create An Email Campaign For Your Product Business | Kia Dolby | Skillshare

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Create An Email Campaign For Your Product Business

teacher avatar Kia Dolby, Digital Marketing Branding and Content Strategist

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

6 Lessons (17m)
    • 1. Class Introduction

    • 2. Start with a good foundation

    • 3. Create customer personas

    • 4. Brainstorming and planning your calendar

    • 5. From planning to creation

    • 6. Class project

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About This Class

Are you looking for a way to grow your business and sell more of your products online? Email marketing is a reliable, time-tested tool that can not only help you drive more sales but can also help reinforce your brand and tell your story.  Email marketing offers a great return on your investment of time and money. Marketing statistics show that for every $1 invested in email marketing, you can expect a return of $44*. Email marketing efforts are also measurable - by diving into analytics, you can tell what’s working and what’s not and then tweak your efforts for maximum success.

The process of planning and creating emails takes several steps and a little technical know-how. If you don’t start with a good plan upfront, it can be overwhelming. But no worries! I created this class to make the process fun and easy.


The purpose of this class is to help guide you in creating email promotions that will grow your brand awareness and sales. This class was created especially for small and medium-sized businesses that sell products online through an e-commerce store. It’s geared towards businesses that sell to consumers, but many of the principles can be applied to B2B and even service businesses.


In this class, you will learn how to create an email marketing calendar and produce your first email campaign.


By the end of the class, you will leave with a calendar full of ideas and your first completed email campaign.

*Campaign Monitor

Meet Your Teacher

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Kia Dolby

Digital Marketing Branding and Content Strategist


Kia Dolby has over 15 years of experience with marketing, branding and web design. She is an experienced instructor and has taught college-level design classes. She also enjoys teaching design and classes on creative thinking and entrepreneurship.

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1. Class Introduction: are you looking for a way to grow your business and sell more products? Online Email marketing is a reliable and time tested tool that can help you not only drop more cells, grow your brand awareness and tell your story. Hi, I'm Kia. I'm a designer and communication strategist, and I've been teaching design and marketing classes for the last 10 years. I also help small and large businesses create email campaigns that convert into sales and drive brand awareness. Email offers a great return on your investment of time and money and email marketing efforts are measurable with the help of analytics. You can dive in and figure out what's working and what's not working, and then tweet your efforts for maximum success, the process of planning and creating emails. Take several steps and a little technical know how and without a good plan up front, it could be a bit overwhelming, but no worries. I'm here to walk you through the process and make it fun and easy, and by the end of the class you will leave with your very first completed email marketing campaign. 2. Start with a good foundation: start with a great foundation. Things to consider before creating an email campaign. Welcome to the class. This class will help you get started creating amazing emails for your product business. But before you start any new me email campaign, there are several things you should consider in this video. We will cover some of the essentials that will help set you up for success. Consider styling. Branding Brennan keeps make you stand out from your competition. Brenda can consist of many elements, but for the purpose of creating emails, we will want to focus on your visuals and your messaging before creating email campaigns. Ensure you have a solid Brandon Place. You may want to compel images and examples from others that reflect the style and tone that you are going for. If you haven't already, you may want to create a mood or style board. The style board includes your color palette, logo and other imagery that reflects your brand. Your email should have a consistent look and feel the overall style should match your website and other marketing materials. Your content should also reflect your branding. Your content should be written in a tone that is appropriate for your customer base. You want to decide if your email should be written in a whimsical voice or have a more serious tone. Are they casual or more formal? Some of the exercises in the next videos will specifically help you define who your customers are, so you can ensure your tone is suitable for them. Here is an example of a mood board that I created for this class. As you can see, it includes examples of typography, color choices and photography that will be used to make sure that the brand has a consistent looking field throughout. Watch the competition before creating your emails. You will want to evaluate the email campaigns, your competition and brands that, maybe like yours sent to their customers, monitor the frequency of their email campaigns, the types of promotions they offer and the overall content they provide. Set goals. Start any email efforts with and goals in mind or your goals purely cells driven? Or do you also want to drive traffic or sales to a physical store location? It's one of your goals simply to increase brand awareness. Make sure you outline your goals before you start. Determine your tools you will need to use email marketing software to create your emails. Your software should allow you to easily build emails as well as track stats like open rates, clicks and sales. You'll need a tool that will help your emails stay compliant. So your emails air delivered to your customer's inbox and not spam yourself. Where should allow customers to easily unsubscribe? I am a big fan of male chump, but there are many easy to use and reputable tools you can select from evaluate your website. No, it's also a good time to do a simple review of your website. Are your product descriptions clear and concise? Can customers easily shop? Apply promo codes and check out? Is it easy for potential customers to sign up to receive emails and updates? Is your mission and purpose clearly stated on your website? If you aren't sure, hire someone or ask a friend to help you evaluate. Make an offer. You also want to encourage people to sign up. To receive your emails. Consider a special opera light free shipping, a dollar amount or percentage off the first order, or even a free gift. Make sure the sign up an offer details are prominently located on your website. Now that you created a firm foundation is time to start planning your emails. 3. Create customer personas: no your customers. Customer personas are useful to to help you create comprehensive profiles of your customers . Know Uncle, your target customers are will help ensure you are creating a pilling email content for your audience. Most businesses will find most of their target or ideal. Customers can be summarized in 2 to 3 types of personas, meaning there should be some similarities between your customers and their buying habits that allow you to group them together in a few buckets. I like to think about this. Is building profiles about ideal customers? There are many key traits you may want to consider age, occupation, gender buying preferences. Do they shopper value? Are they looking for a premium priced good aspirations? What do your customers aspire to have or to be? Do they want to look or dress a certain way, have a certain type of career or take a certain type of vacation influences? How do your customers make buying decisions? Do they rely on social media or the recommendations of France Pain points? What are issues or problems your client or customer commonly face? Does your product help them tackle or solve that problem? Brands. Do your customers prefer specific brands. If so, why you may help compel some of this information if you created a business or marketing plan in the past, and if you aren't totally sure about all the information, it's OK to take a good guess. Personas are constantly evolving based on what you learn about your customers, and the research you gather from your email campaigns will be very helpful in the future to help you gain more insights on your customers. I have created a fictitious persona for this class will call her Melanie. Melanie is a working mom in a business professional. She's in her mid thirties. She shops online frequently because it's typically more convenient for her. She is always looking for a mix of value and performance. She is okay with paying a little bit more for better products. She uses tools like Pinterest Instagram, as well as home to court and fashion magazines. To stay informed, she tends to purchase products that are naturally formulated and organic. Her biggest pain point is time. She is always busy and looking for ways to save time and money. Creating customer personas are great exercise to help you really get to know your customers and a building block for making sure that you're creating content that really appeals to them. So now that you created your customer personas, you can really cater your messaging to your customers needs. 4. Brainstorming and planning your calendar: plan your promotional calendar. Your email marketing calendar is the document you'll use to plan all your efforts. In this video, we will cover ways to get started planning a promotional calendar for your emails before creating a plan. Take a big picture view of your goals and objectives and break those into smaller tasks for the pure quarter, month or week. Start with a brainstorming list of all the ideas you have for email promotions or your business in general. Your brain store list is the creative starting point for your email marketing efforts. Approach the creation of this list not just a step. Attest that you do one time but is an ongoing fund process that becomes part of your routine. Create a list includes all your ideas, big and small, even ones that aren't well thought out. There are lots of things to consider when planning your email calendar Plan email content promotions around reasons people shop for your products and relevant seasonal activities. For instance, you may have products that are great from other state or others that are better suited for specific seasons like swimsuit promotions in the summer, or you may want to tie and seasonal promotions. In a general way, for instance, many companies use holidays like President's Day is an opportunity to create emails. You can brainstorm ideas around reasons and seasons that people buy your products. Consider things like holidays like Christmas Mother Stare Halloween days to remember, such as little known days to celebrate. Did you know November's Adopt a Senior Pant Month seasons? This could be the literal season like spring winter summer fall as well. A season's for certain activities like summer break, football season, camping season or wedding season. Think of the things you got your customers may be interested in during these times. You'll also want to think about product inventory when planning your promotions. For instance, there may be times you want to plan a sail around slow moving inventory, or you may want to make sure you have sufficient inventory ahead of a big promotion. You may occasionally at new products to your offerings. Be sure to promote a new product launch with previews, teasers and discounts. Brand awareness. You may want to create emails just to promote brand awareness. Thes air informational emails that let people get to know you and your business and are not necessarily sales driven. Customer support businesses that they know like and trust. Allowing people of behind the scenes look at your business helps to establish and grow your brand. Some ideas for creating emails to grow brand awareness. My include behind the scenes stories, staff profiles or product features. Frequency and cadence. Determine the General Kane issue will follow for sending emails. Will you send emails monthly, weekly or daily? Be realistic about the resource is in time. You will need to create emails. Depending on the size of your business, you'll need to determine the resources you will need to create a Gmail. Will you have photography shot? Well, will you use stock photography? Do you need a writer or can you write your own content? Do you need a dedicated staff, person or freelance resource to help you on an ongoing basis with emails? Once you have established ideas, determine email frequency and have a handle or resource is you could began to put together a real tentative schedule. Everyone is different, but I like to have a draft view of several months of emails and a detailed view of 1 to 2 months. This allows me to plan multiple emails at a time. Here's an example of an email calendar you can use. The same template that's included in the class resource is to play in content for your emails. Keep customers top of mind when creating your calendar. Remember the exercise that we did on customer personas? Now's a good time to pull that out. And make sure that when you're brainstorming, including ideas for content for your emails that you're keeping those different types of customers that you have at the top of your mind, you want to make sure that you're writing content and creating imagery that is super appealing to those customers. 5. From planning to creation: from planning to creation. Every email campaign is a little bit different, but I follow the same basic planning checklist. When I'm creating emails, I plan the content. I create the content. I set up my promo codes, including start dates and expiration dates. I create the email. I make sure my tracking and analytics are in placed. I test my email, I send or deploy the email, and then I measure the email after a few days to receive what the results are. What makes a great email from a branding and design perspective? I want to make sure that the branding is consistent, that there is a hero or feature image that draws the reader in that the product images are clear. I want to make sure that the email looks good on multiple browsers, and I want to make sure that the email is mobile, responsive in terms of audience and timing. I want to make sure that I'm sending to the correct list if I have multiple email lists and then I'm sending at the most optimal time. The best way to determine this is to send out several emails at different times and figure out which one performs the best. You can also do something called a B testing, where you send an email the same email at two different times. For instance, you may want to send an email at 10 a.m. and 2 p.m. And then see which one has the higher open rate. But I only do this after I have been sending emails on a consistent basis, and I've been able to look at my initial analytics and compare and see what's actually performing. Then I can go to more advanced things like a B testing. Here's my checklist for content. I make sure that the tone and the voices consistent from our readers, I make sure I have short, captivating shop subject lines. I check the copy for grammar and typos. I make sure I have clear and concise content or rather, my content beyond the shorter side than the longer side. I make sure have well written product descriptions. I'll make sure I have a prominent promo code, and then I make sure that I have clear information about sales or promotional terms, including an date and exclusions. Here are some technical considerations you want to make sure your links are tested and linking to the correct place, make sure your analytics and tracking or in place and they make sure you have a prominently displayed unsubscribe button. 6. Class project: class project. For this project, you will need computer access, photos and descriptions of your products. An email marketing service like Mel, Chimp, Emma, constant contact, vertical response or clay video. Before you begin, do a little research. Make sure you read and review other emails that are created to sell products by your competition or brands you admire. Take note of what they send and the content and format of their emails. Watch the video lessons in this class. Make sure you create a template in your email marketing service. Your template should include your logo and metro brandy. You may also want to include a footer with social media links, contact info and an unsubscribe link. Here's an example of a simple template. As you can see, it has the header footer and then general areas that show where the information and photo blocks would go. Focus and goals. Choose a topic or focus area for your project. Determined goals for your email. Do you want to sell products or increase brand awareness? Email Set up, Create copy and add photos for your emails. Set a promo codes or sales discounts if needed. Make sure you prove your emails for mistakes. Choose your audience and send eight Test and send your email. Now I've taken the next step and I turn our template, which is the foundation for my emails into an actual email. As you can see, I've kept the same header and footer, but I've started to drop in beauty or hero photography. I'd make sure my promo code is prominent. I've created some headlines. My email has a focus, and I've dropped in a few product images. After you've sent your email, you want to evaluate the performance. Make sure you look at the clicks in the open rates. Once you've sent several emails, you can start to compare them to see which ones are performing the best.