First Steps in Email Marketing | Steve @ IMarketer School | Skillshare

First Steps in Email Marketing

Steve @ IMarketer School, Digital Marketer

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8 Lessons (35m)
    • 1. Email Marketing Plan

    • 2. Segmenting Your Audience

    • 3. Set an Email Schedule

    • 4. Welcome Email Sequences

    • 5. Engaging Email Series

    • 6. Promotional Email Series

    • 7. Re-engaging Email Series

    • 8. Email Deliverability


About This Class

Did you know there are more than 3.2 billion email accounts today? 

95 percent of online consumers use email and, 91percent check their email at least once a day.

There is simply no competition. More importantly, it is such an integral part of our lives, no human being walks around saying he will quit email. Yes, that's right, once set up their email accounts, they won't quit email.

Email is the only channel of communication that remains private, that is a direct connection between you and your prospect, and most importantly, it has an opt-in process that turns it into the purest form of Permission Marketing.

Course Content:

  • Email Marketing Pros & Cons
  • Defining goals & objectives
  • Structuring effective email sequences
  • Planning and creating a campaign
  • Trigger messages and types of emails

The course is easy to chew, as its structured in 8 video lessons. Each will take around 5-10 minutes. The entire course clocks in around 1 hour.

Email marketing can accomplish a broad spectrum of marketing objectives from branding to lead generation. In this course, we will cover the basics as well as functional components of email messages.

So, why not to learn new skills in a lunch hour?

Join us today at the Email Marketing crash course, and take your business to the next level!


1. Email Marketing Plan: email is a great choice for marketers. Research shows that for every $1 a company invested email marketing, they'll see a $21 return. Email is also the communications tool of choice in our hyper connected age. Over 3.5 billion people around the world have an email account, compared to 1.3 billion Facebook users. So if you've got a message or product to share, email is the best way to do it. But email marketing can be tricky. It's not. Just push the send button thing to improve your chances of success with the email marketing . It's a good idea to develop an email marketing plan with a plan in place. You know who your marketing, you'll know, who you're emailing, why you're emailing them and what you should include in your emails. To achieve your marketing goals. You'll also have a strategy in place for growing your list. However, before you start to grow your email list and send out emails, you need to know why you're starting to use e mails for marketing. Your wife will depend on who you target with your emails on the types of emails you send the easiest way to understand this is through examples. So here are some wise of email marketing for various businesses and organizations. A media's company go with email is to generate page views for their content. A discount retailer makes money by selling in volume. The goal for their email list is driving sales. A small local business wants to develop a trusting relationship with potential customers. They want to stay top of mind for potential customers, so they're the first when the customer needs their services. A boutique aims to make customers feel special, like they're part of something unique. A blogger or writer could use email to build a loyal tribe of readers. A non profits goal in using email is to raise funds for its good work. So first and foremost get clear on why you want to start email marketing. Only by knowing your why can you develop an effective strategy. The next step is to decide who your emails or four Everyone isn't a good answer here, right? The more tightly you focus your emails in a specific reader, the better you'll be at engaging all your readers. So in our next lesson, we were segment your email list and discovered to whom you'll be writing 2. Segmenting Your Audience: forget about one size fits all with email marketing. When it comes to email marketing, it's important to keep your audience in mind constantly. The more you understand the people you're writing to, the better their emails. You're right. Email is about building a relationship with your readers, and that's only possible when you're on the same page. Now your business, like most in the world, is probably going to have a few potential types of ideal customers. There really is no such thing as an effective, all encompassing message that interests everyone. You know that, right? This is where email really has a chance to shine. After all, posting on Social Media one incredibly valuable sends out a single general message. This doesn't work with email, though. When it comes to email, you have the ability to split your audience into separate groups on speak to them based on each group's needs. If you're looking to convert every potential customer that comes your way, it's essential that you identify these buyer personas on appeal to these different groups. That's the whole point of email marketing segmentation, having the ability to give people exactly what they want. If you haven't already determine who your various segments off target customers are. These are also known as buyer personas. Once you figure out which types of individuals make up your customer base as a whole, segmenting becomes much more understandable and easier. And the beauty of segmentation is that the possibilities are endless. You can identify three or four general personas or get more granular with each of these, splitting them into even more targeted groups on making your segmentation even more effective. Remember, your contacts are a different points in the sales cycle, so you should learn to separate right now. Prospects from maybe later, according to Michael Pegs from SMALLBIZ Trends. If you don't understand your email list, you won't be able to effectively target and convert your audience. Now some of your contacts are just browsing and are extremely unlikely to be converted anytime soon. Why? Because they don't need you right now. Those other maybe later contacts that sign up for your email list because they're curious. Being overly aggressive with them might actually end up doing more harm than good, because the last thing you want to be seen as is a spammer, right? The other group is contacts that need your product or service right now and are actively looking for a solution to their problem. By differentiating between these two kinds of contacts and using email marketing segmentation, you'll be able to determine the appropriate kinds of emails to send them. So what do you send to the first contact? They'll just get a general email. Nothing too aggressive. But how about that right now? Contact. Well, they're getting targeted content that was designed for someone in their stage of the sale cycle. 3. Set an Email Schedule: a final step in developing your email marketing plan is to fix an email. Should your how often you're planning to send out emails? The answer depends on the time and resource is you've got available to create emails on the goals you set for your e mails. Whatever shed your you set, it should involve sending out emails on a regular basis. This could be daily, weekly or monthly daily. Emails. Create an extremely strong bond with your readers. Writing to your subscribers every day can work well if you're a one person, micro business or blogger, and you want to develop a loyal tribe of regular readers. The downside is that many subscribers will feel overwhelmed by your frequent content on will hit unsubscribe very soon. Weekly emails are regular enough that customers aunt surprised to hear from you yet infrequent enough that they won't feel overwhelmed. If you have the resource to produce a weekly email, it's a good way to go. Monthly emails are a solid choice if you plan to make your email extremely valuable. For example, if every email includes a discount promotion coat, they also make good news letters as you'll be writing to them less frequently. They are a smaller time investment than daily or weekly emails. The main issue with monthly emails is that they're easily lost in your readers busy inboxes . You're less likely to get noticed. However, you can use month of the emails alongside with your weekly emails. In such emails, you can notify your subscribers on new launches or promotions for the month. Now is there yearly emails? Yes, there is. These are emails that send once a year. It mainly has a promotional character, for example, on your promotions for corporate birthdays, New Year emails, Black Friday promotions, Mother's Day, Father's Day, even Valentine's Day promotions. To put these dates into your marketing plan to numerous researches, prove that you're more likely to reach a goal if you write it down. Have you heard that so where the using online calendar will have a calendar hanging up by your desk? Take the time to plot out when you'll send emails during individual months. Whether you're looking to drive sales, increase donations or boost event registration, consider your bottom line on. Make sure you are feeding these goals 4. Welcome Email Sequences: Do you want to convert more of your leads into customers on autopilot? If yes, an email. Auto responders is the single most effective way to nurture your leads and make more sales . The best part is, once you've created it, your work is done. The auto responders Siri's is arguably a digital marketers, most powerful tool for making sales. If you're thinking what is an auto responder? Well, on auto responder, Siri's is just another fancy term for a number of automated, pre written emails that get sent to your subscribers in a sequential order. This is different from a broadcast emails, which is a one time message that gets sent to all your subscribers or a particular segment of your subscribers that you set. At the same time, it helps you to successfully engage your email list, build relationships and turn prospects into buyers. It also allows you to automate your email, marketing and sales so you can focus on the important aspects of your business and ought to respond to sequence can be triggered by a specific event, such as joining your list, browsing behavior, cart abandonment, downloading a pdf or buying a product. The content of these email. Auto responders Siri's is created in advance as set up to send and the appropriate time with the help of your email marketing software. So let's start with the first auto messages your subscribers should be receiving right after sign up number one. The welcome email. When you convert new subscribers, your email list is like you're starting a new relationship. You've already successfully courted them, but it's still so much they don't know about you. And if you jump in too quickly, it could freak them out and drive them away. Breaking up with you for ever a missed connection, if you will. In email marketing, when a subscriber breaks up with you, they do it through un subscribing. That's why you need to send this email and why it should be one of the first emails your subscribers receive when they opt in. Your welcome email is like an accelerated getting to know you, period. It should thank the new subscriber for signing up for your email list. Tell them a bit more about you on why your website exists and what's in it for them. This way, the welcome email will begin to build rapport with them when to send it. Send this email right away. It should be the first email that automatically gets sent to them when they subscribe. Here's an example. The moment you sign up for a free trial of a eight refs a link research tall, you start receiving a sequence of educational emails that teach you how to build links to your site. Here's what they send you immediate Welcome email. Two days after sign up, you receive the first email that teaches you how to get back links. Four days after sign up, you receive second email with a video that teaches you how to steal S E. O traffic from your competition. Six days after sign up, you receive 1/3 email with a list of S E O tutorials. With their welcome sequence, H refs educates their customer on how to use their tools, and as a result, there conversions to paid customers. Go up. Welcome emails enjoy about 57.8% open rates. So don't be shy. Go all out with it. Make sure you add tracking things toe every email you send. That way you can see what links of the most popular, which getting the best click throughs and then refine your copy accordingly. Number two to start here. Email. Have you ever landed on a website and become overwhelmed with all of the information to start digging through? That's why a lot of bloggers and website owners establish start here. Page is on their websites. And just like on a website, when your email subscribers first end up on your email list, they can become overwhelmed to there's so much to do that it can be difficult to know where to start. That's whether start here email comes in. The email is like a road map. That guy's your audience through your website and content in an organized way. Basically, it's your resource guide. If you have been creating content and products for a long time and you have a portfolio of work, that would be difficult for your audience to weed through, then providing subscribers with a resource guide to direct them through your content is a great way to get eyes on the content and provide a roadmap. Number three. The testimonial emails. You know how well testimonials work right? Testimonials can increase conversions, give you social proof and establish you as an expert. So why no include testimonials in your auto responder Siri's, especially as you're ramping up towards your sales. Email testimonials for your products, services on, even just content. Compete your audiences interest and establish credibility. You can showcase a good work you do in your auto responder. Siri's, too, by sending a testimonial email so when to send it. As you build up to the sales email on launches, start sending testimonials, email. 5. Engaging Email Series: the next set of Siris are engaging Siri's. These normally lead to sales number one that getting to know you. Email. Have you ever gone on a date with somebody who won't stop talking about themselves? They have a story for everything at a so self absorbed that they never even ask you one single question about yourself or your life. It's annoying, right? A complete deal breaker for most of us. You don't want your emails to be like that, either. It's a two way street and should be approached like a conversation. As an entrepreneur and marketer, you want to know as much about your subscribers as possible. The more information you get from people on your list, the more targeted your marketing will be, the less time you have to spend on it on them or you can sell. So in this email, you're asking them to respond back to you with information about themselves. Unlike the helper email, you're not just asking for their challenges with your topic in this email, you're asking about their lives and experience with your topic In general. This email also gives you insight into the exact type of person who you're attracting onto your email list. This way you can gather information about your current and target customer, which will make it far easier to market to them when to send it well within the first week . Number two. The Unexpected Freebie Email your email subscribers air some of your biggest fans they support you. Provide a ton of great market research data on are often the people who share your content on buy from you so they deserve to be treated every once in a while. Send your subscribers a treat, maybe a worksheet, a video or a tool to help them out, something that will come as a nice surprise and remind them that it was a good idea to subscribe in the first place. Think about it. What can you spoil your subscribers with? Went to send it early and often. Number three. The Exclusive Content. Email. If you're going to just send your email subscribers the same content you publish on your YouTube channel podcast or blawg, what's the draw to subscribe? I mean, besides, they're saving them from having to check your website constantly. That's why you have to send your list exclusive content this doesn't mean that you have to spend the next 40 hours writing an epic guide. You can give your subscribers exclusive content in a shorter form. What can you send to your list that is exclusive? Just to them? Went to send it. Punctuate your auto responder sequence with these emails. The more exclusive, valuable content you provide on your list, the warmer your list will be number four. Broadcast email. One of the best ways to get your content in front of more eyes is by sending it to your email list. That means content you publish for everybody also needs to be shared with your list so you're not just sending exclusive content. They deserve to know about your public content as well. There are two ways you can do this through broadcast emails and through content teases. Think about your quarter action. What do you want your audience to take action on? Do they need to be on your website to take action? If so, chances are you'll be better served going for content, teases. Or perhaps you just need traffic more of those likes and comments on your content. Then go for the broadcast email. You can set up broadcast emails in your email service provider toe pull from your R S s. Feed automatically and email your list every time you publish content. Or you could take the time to start the emails yourself for amore personalized tone When it comes to content teasers, these are a great way to get your email subscribers onto your website because they are meant to excite your subscribers about a piece of content you published leading to the link , which is the main quarter action. When to send it any time you publish a new piece of content number five, The Buzz Building email have something big and exciting coming down the pipeline. Maybe you're working on a new product on exciting project or even just a freebie. You know your audience will love. Instead of just sending your Liston email when it's released, why not build buzz and anticipation? Send an email before your new project is released to get your subscribers as excited as you are about it. When to send it any time you want to build anticipation for something exciting 6. Promotional Email Series: If you're like most entrepreneurs, you rely on email marketing to drive results for your business. One of the most frequent campaigns you probably send is the marketing offer email to inform your subscribers of new products special promotions, exclusive discounts, etcetera. These campaigns are great as they directly drive sales and revenue for your business. Promotional emails can take a number of different forms, including a campaign announcing the launch of your latest product. A campaign showcasing some of the latest stop to arrive in your store. A campaign offering a discount or special promotion on your products or services. Essentially, any campaign whose primary goal is to increase sales of your products or services can be classified as a promotional email. So let's look at some variations of promo emails. Number one new marketing campaigns. Now let's say that you have a list of subscribers and they're pretty warmed up via engagement. Email. Siri's as in they know you and your products or services. These subscribers are generally quite receptive to your marketing, so you can target them with a workflow promoting something new. As an example, let's say your latest marketing campaign is a three part webinar Here's how your Siri's will pan out in this case, so you send email one, which is a webinar introduction. Email plus registration invite for part one. Email to reminder for attending the first women all e mail. Three. Invite for part two plus downloadable walls. Resource Is and recording of Part one. Email. Full reminder for attending the second webinar. Email. Five. Invite for part three, plus downloadable resource is and recording of Part two. Email. Six. Reminder for attending the third webinar. Email. Seven. Thank you for attending plus downloadable resource is and recording of Part three. You can add a countdown timer to your messages to subscribers. Have an easy reminder of when each webinar session kicks off. Most email Marketing automation services like Send Lane can help you identify and segments subscribers based on their actions. In this case, you'll be able to identify anyone who is registered for your webinar Siri's. Then you can further segment these subscribers and plan another workflow number two. Driving product sales via a free trial. Another popular email. Siri's is one way you promote a product by offering a free trial version. This Siri's would showcase things like features and usefulness first, then you would eventually promote the upgrade toe. A paid plan. A series like this uses a mix of marketing and content messages on the workflow would look something like this. Email one Sin trial Download instructions. Email to Tip one product feature, plus how to e mail. Three Tip, too Product Feature, plus How to email. Four. Tip. Three Product feature Plus How to email. Five. Trial Expiration notification. Email. Six. Discount offer for a paid plan. Email. Seven Offer reminder email. Eight Feedback request Basically, you're on boarding the customer on how to make the most of the free trial. That way they see the value of the product. I want to stick around once the trial runs out. The important thing here is to know the purpose of your Siri's understanding. The goal for an email Siri's is so important. It's also the first step to setting up a result orientated sequence. Number three special offer emails. Be careful with special offer emails. This is the kind of stuff that's nearly guaranteed to end up in the promotional tab in Gmail. It's the kind of stuff that people get really annoyed with when you send a special offer. Make sure you segment your lists first. You don't want to send a discount code to someone who has just paid for price yesterday, right? So the trick with these kind of emails is to segment until it hurts. That means segment the segmented list on segmented again. When there is real value for the customer, that could be real value for the business to as long as you maintain that balance, special offers can be a win win. Thes e mails could be one sale email to holiday offer. Email. Three. Did you know Email four. Clickbait email. Five. Event announcement. Email. 7. Re-engaging Email Series: did you know that 25% of your email list would die off H year? What's important to note is that even if your subscribers have gone inactive but remains subscribed, they could be seriously hurting your email engagement rates, even putting you in danger of being flagged as spam. So when subscribers become inactive, it's a good idea to try to win them back with a re engagement strategy or unsubscribe, them is often less expensive to target a current customer than it is to find a new one. Winning the interest of inactive subscribers helps you make the most of your email list. In this lesson, you'll learn how to target inactive subscribers. Toe win back their interest. So first and foremost, identify inactive subscribers. Nearly all email lists will have some inactive subscribers who don't open or click your campaigns much, but who are still interested in your brand. You segmenting tours to identify your least engage subscribers and target them with relevant campaigns that can win their interest. To get started your Creator segment based on campaign activity or contact rating toe, identify inactive subscribers in your list, then create a re engagement strategy. The best re engagement strategy depends on your industry and your brand. No matter what industry you're in a successful re engagement campaign. Send relevant content as an incentive for subscribers to interact with your brand again. For example, if you have an online store, you could send coupons or discount coats. If you're not sure where to start brows. Really good emails dot com for a slash retention. For examples of successful re engagement campaigns from many different industries and choose your reengagement tools. Here are some of male chimps reengagement tools that can help you attract your segment of inactive subscribers. Number one polls and surveys our subscribers to complete a pole or survey and send them a free gift or promo code when they complete it. If you ask the right questions, poll results continue what you're inactive subscribers are interested in, and you can use this information to target them with additional campaigns and calls to action. Number two. Online competitions use contests, giveaways or raffles to generate interest in your campaigns. Number three coupons or promo codes sending active subscribers a special promo code or coupon along with a message letting them know it has been a while since they have visited your site. Highlight a few things that have been updated since they last visited to draw them back. Number four Use automation. Use automation is to send a Siris of re engagement campaigns to inactive subscribers over time. You could also use post sending list actions toe automatically. Remove subscribers from a list or move them to different groups after they finish your automated email. Siri's. For example, Use post Send actions to remove subscribers from your list if they don't open your reengagement. Siri's number five product recommendations connect your store to collect data on your subscribers. Purchase behaviour. Male Chim will use the data to identify unique product recommendations for each of your subscribers. Armed with this information, you could then send an enticing campaign that automatically suggests products they might love. After you choose your reengagement tools, you're ready to create your campaigns. We strongly recommend you use a B testing campaigns or multi various campaigns to test different versions of your content and determine the most effective re engagement strategy for your audience. For example, you might want to see if your subscribers are more likely to engage with a promo code for 10% off their next order or a code for free shipping. After you determined the most successful wind back strategy, it's time to send your campaign and wait for results. The most successful re engagement campaigns would typically reactivate about 10% of inactive subscribers, depending on the size of your list and yourselves goals. Reengagement campaigns have the potential to make a big impact on your opens, clicks and sales. If your results are lower than you expect, try increasing the discount or promotion in your next reengagement campaign. If some inactive subscribers still don't respond it all, you can keep them in an inactive segment off your list or removed inactives from your list to potentially save money on your auto responders monthly plan. 8. Email Deliverability: keep in mind your emails are useless unless they actually make it to the user's in box. Let me state that another way so you don't miss it. If your e mails are getting delivered than email, marketing is a massive waste of time and money. You're probably aware of the importance of subject lines, open rates, engaging content, powerful C T A's and strategic email landing pages. But let's take a step back and look at the picture from its most foundational level. E mail deliver ability. What is email deliver ability? Email. Deliver ability is about how you measure the success of your emails, reaching the inbox without bouncing or being marked as spam. If you have issues with high bounces, flagging spam filters or low engagement, you may have email deliver ability issues. So today we'll take a look at things that you may be doing sometimes without even knowing which are killing. Your email. Deliver ability will also explore some quick, easy to implement fixes that you can use to help building your sending reputation and improve the success of your email campaigns. Although the definition sounds simple enough, there are many factors that affect your email. Deliver ability, including send his i p address reputation, quality of your contact list, message design and content, message frequency and relevance. Here are several tips to follow and adopt to improve your reputation and deliver ability by mail Jet email Automation Tall number one Sender Addresses Avoid using free where based email addresses like Gmail, Hotmail etcetera for your sender addresses. Instead, use custom domain email addresses. There is linked to your website. Better use your own name instead off info at or hello at etcetera. Insure your website is active and running. Sending email from an address that is linked to an inactive or blank website will make I S P suspicious. I S P stands for Internet service provider number two. Contact lists Do not purchase, borrow or copy any third party contact lists. Not only do these types of list typically contain many spam traps and poor quality email addresses, it is against any email policies. A spam trap is an email address that is not used for communication and it should never receive emails. If it does receive email than it is considered to be spam. Developed good quality contact lists by collect email addresses via opt in from your website. A double opt in process is recommended to eliminate mistyped or fake email addresses regularly update and clean your contact lists. Monitor your mailing results and remove order non engaging or blocked email addresses. Focus on the people who are most interested in your newsletters. Number three email contents. Do not use all capitalized words in your subject line or body. Avoid using spammy type words such as free sale cash. Limited time offer etcetera. Keep your subject line between 35 to 50 characters long. The longer your subject line, the more likely it will be flagged. A spam send content that your subscribers have signed up for and are expecting. If you send non relevant content, your subscribers may mark he was a spammer. And the more people that open your newsletters, the better your reputation. Send your newsletters consistently. Another thing you could do is register a sub domain and use it only for email activity. You may wish to create a sub domain that is exclusively for email marketing purposes. Over time, users may come to trust the sub domain, which is an added benefit. The real purpose, however, is that this sub domain will allow for domain specific monitoring of your I p reputation and be able to succeed against some domain based certification filters. Check your cinder reputation. The biggest reason why your emails are not delivered is due to low Sender Score. I S P is automatically reject any emails that four below a certain score send. The score is produced by Return Path. It assigns a number to every outgoing mail server. The score is calculated by using the traditional email metrics such as UN subscribes and spam reports. The sender scores on a scale from 1 to 100. The higher the better, so it's important that you keep a close eye on your score. You Can you send a score to get this information for free, Stick to a consistent century jewel one. Cause for lower cinder score on I. P. Rejection is random and erratic broadcast activity. If you are not maintaining a regular schedule with your emails, it creates sending spikes. Therefore, do your best to stick to a consistent email sending shed your too many emails. Come burn your subscriber list. Too few emails can kill your revenue. So what do you do to maximize deliver ability, you send just the right number of emails. The only way you can find that perfect number is by thorough testing, which isn't easy. Plus, it takes a long time, during which time you might make some mistakes. A good benchmark is one email per week. You can try scaling up to twice weekly as long as you have really good content. You can even drop back toe once a month without totally losing touch with your audience. But if you go anywhere outside of those two boundaries, you're in dangerous territory. So keep in mind, email marketing works wonders only if you get those emails delivered.