Creating an email marketing campaign

1. Creating an Email
Marketing Campaign
LEADSCRIBE

2. Creating an Email
Marketing Campaign
• Determine the Purpose of Your Campaign
• Define your audience
• Determine your sending frequency and goals
• Determine your content
• Determine email segments
• Select an Email Marketing Provider.
• Design / Select email template
• Organize Your Email list.
• Setup Tracking
• Test and Refine.

3. Determine the Purpose of Your
Campaign.
Spend a little time with your marketing and sales team to
pinpoint the purpose of each message so that you can
craft the design and copy of the message to the proper
list segment. To get your creative juices flowing, here
are some common campaign objectives that you may
want to consider:
• Promote a specific product / service to generate repeat
business from existing customers
• Drive traffic to a new page or article on your website

4. Define your audience
• Before you start designing, writing, and
sending campaigns, you should define your
audience. Once you get a grasp on the people
who will be reading your emails, it will be
much easier to decide what to say to them.

5. Determine your sending frequency
and goals
• Not all sending frequencies are created equal.
Some users, send on a daily basis because that's a
key part of their mission. Others,on Fridays,
offering a little e-gift for the weekend.
• decide what you'd like to get out of your email
marketing. Are you looking to direct readers to
your website? Help promote sales? Increase
traffic at events? Set goals like these for your
campaigns, then keep track of your progress over
time.

6. Determine your content
• Now that you know who you're talking to, it's
time to think about what you're going to say to
them. "What you say" is your content. Think
about why this audience signed up for your
emails in the first place, then focus on delivering
that to them.
• It can be helpful to outline general content types
that you might include in each email campaign.
Later, as you're putting together your newsletter,
you can refer to this outline to make sure you're
staying on track.

7. Determine email segments
• We need to document some like
• "from" address
• The subject line
• detail the outline
• Signature

8. Select an Email Marketing
Provider.
• The best thing we could tell you would be to
do your homework, talk to and try different
providers and go with the one that you click
with the most. We’re not going to do that
though as we know you’re probably not
prepared to spend the time or money needed
to do this.

9. Design / Select email template
• Don’t Overdo the Design. As with many things
in marketing, the more simplified something is
the more effective it usually will be. The same
goes for design. Keep your email’s design very
simple by following some of the tips below
that we have found to be effective:

10. Organize Your Email list.
One of the most commonly overlooked
elements of email marketing is list
segmentation. If you fail to properly segment
your email contacts into specific lists, then you
will most certainly experience lower click
through rates and response rates when you
send your messages. Here are some common
fields to segment your lists by:
Location

11. Setup Tracking
Being able to evaluate the
effectiveness of each campaign will
prove essential to maximizing your
ROI. Some of the metrics you can
track through your email provider’s
dashboard and others through
Google Analytics
• Open rate (rate at which your
contacts actually open / view your
message)

12. Test and Refine.
I can give you all the advice in the world, but
the best results are going to come down to
the combinations that work best for your
business. The only way to find these optimal
combinations of design, copy, etc is to track
and test different combinations. Some of the
main elements that you should always be
looking to track, test and refine are:
Subject lines
• Style, tone and context of the copy used

13. Designing
Email Templates

14. Email Templates
• allow you to customize the formatting and
text of emails sent by users who share your
content. Templates can be text-only, or HTML
and text, in which case the user's email client
will determine which is displayed

15. Designing Email Templates :Simplify design
• First and foremost, the design of your email
templates should be simple. Design should
enhance your message, not distract from it!
And frankly, emails with a lot of design hoopla
bring the reader's attention away from your
actual message, and as a result may harm
conversions. Plus, the fewer elements you
have bouncing around in your email, the less
likely it is to render improperly or trigger a
SPAM filter.

16. Designing Email Templates : Keep the Width of Emails
Under 650 Pixels
• This ensures that they always display in
Outlook's vertical preview pane -- can't forget
about your Outlook readers! If you're a
HubSpot customer, you can duplicate
our email templatesto get started if you like;
all of our templates are fewer than 650 pixels
in width.

17. Designing Email Templates : Identify the need for an
email.
• Whatever the case, you'll need to create a
requirements document to record your goals
and other design ideas for the email. This will
help you create more campaigns in the future,
and makes it easier for a team to work
together on the project.

18. Designing Email Templates : Tables Are Your Best
Friend
If you've been coding for a while, you may think
that sounds insane, but it's actually important
to use tables in email template design to
ensure your email renders the same way
across every email client.

19. Designing Email Templates : Avoid Body Attributes
• You may encounter email clients that don't
pay attention to body attributes, which means
all your hard work is for naught. So if you
wanted to, say, create a light gray email
background, you should simply use a 100%
width light gray table, and then nest the
content of your email within that table.

20. Designing Email Templates : Don't Use HTML Bullet
Points
• Those pretty HTML bullets you're used to
don't work too well when rendered in email.
Use a plain text alternative, like dashes (-) or
asterisks (*) to ensure readers don't see
broken or missing bullets in their email
message.

21. Designing Email Templates : Use Absolute Image Paths
That means any images in your email templates
should be hosted on your website. Then, make
the image path point to the URL of the page
on which the image is hosted. You can always
find the image URL by right-clicking on an
image and selecting "View Image Info." It
should end with a file extension like .jpg or
.gif, not .com.

22. Designing Email Templates : Use the Right Number of
Images at the Right Size
• The smaller you can make your image files,
the better. You certainly don't want to make
the images grainy, but large image files
increase email load time, and that impacts the
success of your campaigns. You should also
take care not to include too many images
throughout your email, and maintain an even
balance of images and text. This will help
you stay out of SPAM folders and increase
reader engagement.

23. Designing Email Templates : Designing Email
Templates : Steer Clear of PNGs
Speaking of that image URL, I used ".jpeg" and
".gif" as examples for a reason. PNGs should
be avoided in email templates, because
they're not supported in Lotus Notes.

24. Designing Email Templates : Don't Forget About Image
Alt Text
Nope, alt text isn't just to help search
engines read images on your website. Alt text
in emails helps readers determine what
images were supposed to be had they
rendered in the inbox. Including clear,
descriptive Alt text helps fill in the blanks for
recipients if images are blocked, turned off, or
rendering improperly.

25. Testing Your
Email Designs
• Test in different email clients and ISPs
• Send tests to friends and coworkers
• Inbox Preview

26. Test in different email clients and
ISPs
• All email clients are created differently and
can render content in HTML email in different
ways. Some clients will strip your BODY or
HEAD tags, or all content below a certain line.
Flash doesn't work with some, while others
will block images by default.
• These inconsistencies make it very important
to test your campaign in as many different
scenarios as possible.

27. Send tests to friends and
coworkers
• It can be difficult for some users set up test
computers or test in many different
applications. By keeping your designs simple
and sending test emails to a few friends or
colleagues, you can be sure to catch broken
images, typos, and other bugs.

28. Inbox Preview
Inbox Preview shows what your
campaign will look like in different
email clients, so you can refine
your campaign before sending.
Your email marketing’ s dashboard
will provide you this feature to
shows your campagn different
email

29. Measuring
Performance
• Clicks
• Unsubscribe rate
• Bounces
• Website traffic
• Signups since last campaign

30. Clicks
• How many people clicked links in your email?
Which links did they click the most?
• Did they click on product links, or research
links? Did you see a rise in purchases?
• How long after you sent the campaign do links
keep getting clicked?
• Your click rate can help you determine the
success of your campaign and reveal general
trends in the behavior of your subscribers.

31. Unsubscribe rate
• What’s your unsubscribe rate after each
campaign? Less than one percent is average
for lists that are contacted regularly, and well-
maintained.
• If you send very infrequently or if it’s your
very first send, your unsubscribe rate may be
much higher. Check your rate after each
campaign.
• If you see it spike after a particular campaign,
consider whether it had anything to do with

32. Bounces
• Watch your bounce rate after each campaign.
Some email arketing servers breack your
bounces into
• “hard” vs. “soft,” and clean your list
accordingly.
• Soft bounces are emails that exist, but for
some reason, they couldn’t be delivered
• A hard bounce is an e-mail message that has
been returned to the sender because the
recipient's address is invalid.

33. Website traffic
• Check your website traffic logs after each
email campaign. Does traffic pick up?
• Do orders increase? Was the spike in traffic
immediate, or did it come gradually?
• How long does the new traffic last, and how
long should you keep the graphics
• and pages that your email points to hosted
live?

34. Signups since last campaign
• After each campaign, do you get lots of new
subscribers? That could mean your
• loyal readers are forwarding your emails to
friends. Don’t see any list growth at
• all? Maybe you need to make your content
more interesting or relevant to your