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Email marketing is one of the most effective ways to grow your business… It’s no wonder businesses of all sizes invest time and resources into crafting the perfect email campaign. However, with the average number of emails sent per day reaching as much as 333 billion worldwide, it’s becoming increasingly challenging to stand out in a crowded inbox.
To truly understand the power of LinkedIn hooks, we first need to define what they are and why they matter. Essentially, hooks are short, punchy phrases strategically placed throughout your LinkedIn profile to grab the attention of potential connections or employers. They can be a quote, a tagline, a mission statement, or even a call to action.
By understanding your objectives and tailoring your hooks to your audience, you can unlock the full potential of LinkedIn and take your career to the next level.
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Email is a marvel of the modern world. With a few quick strokes, you can communicate with nearly 4 billion email addresses around the globe in minutes!
Small business email marketing is especially powerful as it allows growing organizations to expand their brand with minimal investment. Plus, email marketing provides small business owners with another avenue to build lasting personal relationships with their clientele!
Still, it’s one thing to know you should send an email campaign; it’s another to know how to take advantage of email marketing for small businesses.
Here’s everything you need to know to get started, from building your strategy to choosing an email marketing software!
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Let’s be honest: your own spam folder is probably full of bad email marketing campaigns. Glitchy pop-ups, mangled subject lines, and phishing scams run rampant and give the industry a bad name.
But that just means small business owners who master email marketing have better chances of success.
When used properly, email marketing delivers one of the greatest ROIs in the business: up to $43 returned for every $1 spent.
And with 73% of consumers preferring email marketing over other avenues, it’s clearly the way to go!
Remember: successful email marketing campaigns aren’t just about blasting promotions around. They’re about nurturing relationships. Sure, you push the lead down the marketing funnel, but more than that, you can create brand loyalty for a lifetime.
A well-designed email marketing strategy constructs a two-way highway wherein the customer participates. Bare-bones newsletters and transactional emails won’t cut it; you need to spend time cultivating lifelong bonds.
Open communications with your customers. Listen. Respond to concerns. Adapt your products and service to their needs. Show the humanity behind your small business with well-written subject lines, vibrant email templates, and witty jokes.
In return, you’ll be rewarded with customer loyalty – and dollars!
The only limit is your imagination…and your willingness to invest in the next email campaign.
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Email marketing for small businesses isn’t just about designing the brightest email templates or using the weirdest fonts.
A successful email marketing strategy requires planning, consideration, and the help of a great email marketing service!
Here are some things to cross off your list as you develop your strategy.
You should start first and foremost with your client avatar – that is, a caricature of your target audience. This is also called a marketing persona!
If you don’t know who you’re marketing to, you’re shooting emails in the dark and hoping they land. Designing a client avatar and reeling in the right subscribers means that every campaign has a higher chance of success.
Once you’ve met this need, you can move on to the next step in your email marketing strategy.
Need some help? Check out our post on creating an actionable marketing persona!
Sure, you can write your first email campaign from your Google account. But as your business grows, you’ll find that Google lacks key features that make email campaigns pack a punch.
Spend some time researching the best email marketing services that fit your needs. (Or, read our recommendations below!) A variety of email service providers await in the wide world, offering crucial infrastructure and email marketing tools like:
Plus, many offer a free plan to start, so you can test the tools and upgrade as you grow.
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Next, you have to decide which email campaigns you need for your business. While you’ll adapt your strategy and email marketing campaigns as you go, you may want to consider starting with:
You can also send emails on other occasions, such as to mark birthdays or holidays, update customers on your brand, or simply thank customers for their loyalty. Sometimes, it’s just nice to feel appreciated.
If you’re not sure where to begin, or you’re ready to take your email marketing strategy to the next level, consider an email marketing course. Many email marketing service providers offer free or paid plans to teach you the ins and outs of the industry.
Though each course differs, they generally cover basics like designing campaigns, segmenting lists, setting up automation, and reviewing analytics. Plus, you’ll learn which tactics have been proven to work – and which will drive customers away faster than a coyote on a cattle run!
The best email marketing services for your business may not be the best for another business. Small business needs and wants vary greatly by industry, location, and owner preferences.
Fortunately, there are literally dozens of email marketing tools available. We’ve plucked out six of the best.
Tailwind’s marketing automation platform was built with small businesses in mind, which gives its email marketing tool a power boost!
Not only can you import and build your contact lists, use beautiful templates with easy editing functions, and build easy automation to simplify your email campaigns, you can easily manage your social platforms and email sends from the same easy-to-use calendar!
Tailwind’s email tool features:
Best of all, Tailwind’s email tool is available on all subscription plans, including the forever-free plan!
AWeber is one of the most popular email marketing services for small businesses that require simplicity and power on a limited budget.
This email marketing tool works beautifully for beginners thanks to its prebuilt email templates, AI-powered design assistant, and drag-and-drop editor.
You can use AWeber’s built-in automation and campaign marketplace to simplify your email campaigns from start to finish.
Plus, with A/B testing and intuitive analytics, you can design, test, redesign, and track your performance as you grow.
And if you need them, AWeber offers integrations with apps like WordPress and more than one signup form and landing page builder.
AWeber’s free plan offers limited features for up to 500 subscribers, while the premium starts at just under $20/month. All plans come with live chat and phone support.
Constant Contact is one of the best email marketing software available for small businesses, full stop.
The Constant Contact drag-and-drop editor is intuitive, while its automation is a cinch to use. With these, you can build beautiful, converting campaigns that rely on a host of other Constant Contact features like:
Best of all, you can sign up for a 30-day free account to test its tools before you commit. When you’re ready to upgrade to a paid plan, the premium starts at just $9.99 per month.
ConvertKit is a great email marketing platform if you need a free plan that doesn’t skimp on features. You can start adding new subscribers with features like unlimited landing pages and a signup form embedding tool.
From there, you can harness its range of automation to design your email campaigns. A powerful drag-and-drop editor makes for functional – yet affordable – email design.
And of course, ConvertKit boasts a full range of segmentation and personalization opportunities to make reaching your target audience even easier.
ConvertKit’s free plan offers limited features for up to 300 subscribers. Premium plans start at just $9/month for more advanced features and more email sends.
Drip is a robust email marketing platform designed for eCommerce customers. This email service provider boasts several advanced email marketing tools like:
Drip also includes basics like A/B testing, lead generation, signup forms, and premade workflows.
You can trigger Drip campaigns based on customer behaviors like first-time and returning website visitors, abandoned carts, and more.
Unlike the other email marketing platforms on our list, Drip doesn’t have a free plan.
Instead, you can sign up for a 14-day free trial, with paid plans starting at $39/month.
And with Drip, you’ll also have constant contact with customer service through live chat and a full range of online courses to learn email marketing inside-out.
Sendinblue aims to straddle the line between cost and service for users with more advanced needs. This email marketing platform boasts features like:
These come alongside a comprehensive list of basic services, such as beautiful email templates, custom workflows, and triggered autoresponders. While small businesses may enjoy its range of options, the interface itself may be more complicated for beginners.
Sendinblue offers a free plan to send up to 300 daily emails to unlimited contacts – great for growing small businesses. As you expand, you can upgrade to paid plans, starting at $25/month for 20,000 monthly sends and unlimited contacts.
Small business email marketing is an art form all its own.
While email marketing services for small businesses abound, you need to know how to find the best one to boost your marketing campaigns to their full potential.
As a small business owner, here’s what to look for to ensure your email marketing efforts pay off.
Not every email marketing service offers a free plan or even a free trial. But those who provide a free account alongside their paid plans often rank among the best, as you can try before you buy. They also give marketers a chance to shop different email marketing tools to determine which suits your needs – and which wants to upsell you needlessly.
And did we mention that Tailwind’s email marketing tool is available on our forever-free plan? That means $0 for access to our email tool, our brand new Copilot marketing plan tool, and our social media creation, scheduling, and publishing tools!
Most top email marketing services limited the number of email sends per day based on your plan. But many free and paid plans alike offer unlimited contact storage, so you can start segmenting your contact list immediately.
Email marketers have a broad range of email campaigns to choose from, including welcome emails, transactional emails, and promotional emails. The types of emails you need most depend on your business and industry. Still, the best email marketing service will offer plenty of choices.
A crucial component of the email campaign creation process is actually designing your emails.
With a handy email editor by your side, you can adjust prebuilt email templates to your exact needs. (Or throw out the rulebook and design your own.)
A good email editor also makes it easy to edit your branding in-house, so your colors, fonts, and images reflect your small business.
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The best email marketing services for small businesses offer a range of automation tools to simplify the designing and sending processes. With automatic workflows, segmentations, personalization options, and triggered emails, building and sending your next campaign should be easy as 1-2-3.
A/B testing lets you test and compare how various pieces of your email marketing strategy perform.
For instance, you may test which subject line gets the most clicks, or which CTA button converts the most sales. All top email marketing services offer A/B testing nowadays – but if yours doesn’t, you may reconsider buying.
Your email campaign isn’t over just because you’ve hit “send.” Now, you have to determine the effectiveness of your email marketing campaigns.
That’s where advanced reporting tools come in.
The best email marketing services offer advanced analytics to scrutinize your open, bounce, and click-through rates. You’ll also need these tools to determine your customer retention success and whether it’s time to readjust your email marketing strategy.
For your email list to grow, your small business has to recruit new subscribers. To get those, you need at least one sign-up form on your website.
And as you build your list, you’ll want some landing pages scattered about to collect subscriber information and promote special offers, free eBooks, and more.
Together, these tools prove the benefits of joining your email marketing list and provide extra incentives to click on content. The best email marketing platforms will help you design and embed both signup forms and landing pages right into your website.
But what if you don’t have a website?
Well, some of the most advanced email marketing software boasts this ability, too.
Often, the extent of an email service provider’s website builder is somewhat limited. Still, you can use these tools to build your brand and start curating content like web pages or even a small blog.
And of course, let’s not forget tidbits like a signup form and landing pages to grow your contact list.
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Shopify email marketing apps are a dime a dozen. While that leaves you plenty of choices, it also means you have to spend time testing each one to find what works!
Or you could seek out the best Shopify email marketing apps on your own, or better yet – search for a guide!
Without further ado, here they are: the best email marketing campaign services to elevate your eCommerce business dreams.
Email marketing is one of the best methods to win new customers and nurture repeat buyers back through the sales cycle. But for Shopify merchants, it’s not just a luxury – it’s a necessity.
With the right Shopify email marketing app, you can:
In other words, the right email marketing services make running, promoting, and capitalizing on your business a breeze.
Before diving in, let’s review what the best email marketing apps offer, regardless of price:
Above all, your email marketing client should fit into your budget. While “affordability” varies based on business size and needs, most services offer tiered pricing to help clients scale in-house.
Shopify launched its in-house email marketing app in late 2019 to help eCommerce stores build their brands with:
While the Shopify email marketing app gets the job done, that’s about the extent of our praise.
The template library is minimal, as are your customization options.
For customers seeking automated segmentation, triggered email marketing campaigns, or advanced analytics, Shopify will recommend another email marketing app.
As such, Shopify’s in-house email campaign builder is best suited for small businesses or beginning marketers just breaking into the email game.
As you gain more experience, you may decide to graduate to an alternative email marketing platform.
Picking the best email marketing software isn’t just about paying for the most features. Rather, it’s about finding the service that meets your needs, from marketing automation features to segmented contact lists.
GetResponse is a robust email marketing app that offers a bit more than the average service.
Features like webinars, landing pages, and a full-blown CRM make this service stand out. Plus, with its automated integration abilities, eCommerce stores can enjoy simple contact importation, segmentation, and tagging.
Unfortunately, some marketers find that the analytics aren’t in-depth enough for their needs.
*Minimum pricing tier that offers Shopify integration
GetResponse is well-suited to larger eCommerce ventures that could benefit from advanced email marketing automation, added features like webinars, and the built-in CRM.
AWeber is a well-known email marketing campaign manager that boasts the normal features like integrations, customizable email templates, analytics, and segmentation. They offer email marketing automation to simplify the process at almost every step of the way. Plus, you can track your performance anytime, anywhere with the mobile AWeber Stats app.
AWeber offers some impressive tools at a low price, but it does lack advanced features. Small-time Shopify store owners and beginning email marketers might find this platform an ideal jumping-off point.
Mailchimp offers a robust free service with up to 10,000 monthly emails, making this a popular email marketing app for beginners. Paid plans offer no watermarks, a direct integration with Shopify, and increased customer data analytics and access. You can also automate email marketing campaigns like abandoned carts, reorder reminders, and transactional emails.
However, Mailchimp’s email template library is sparsely-populated. And for scaling purposes, this email client may get pricey quickly.
*Minimum pricing tier that offers Shopify integration
Mailchimp offers one of the best email marketing apps for store owners seeking a free service. However, as your business scales, you may require a more advanced platform.
ActiveCampaign is another solid email marketing app that offers CRM functionality and Shopify compatibility. The service comes with plenty of marketing automation, customizations, and subscriber personalization opportunities. Plus, you can use its eCommerce abilities to push product recommendations and offer embeddable discounts.
That said, ActiveCampaign is notable for its steeper learning curve and (occasional) code-writing requirements.
*Minimum pricing tier that offers Shopify integration
Due to its pricing, steeper learning curve, and advanced abilities, ActiveCampaign works better for larger stores. The CRM also provides plenty of oomph for stores with more repeat customers.
Omnisend is unusual in that it offers SMS marketing, social media integrations, and push notifications alongside email campaigns.
With a range of automated workflows and segmentations, you can target customers based on browsing, abandonment, and search behaviors. You can even examine your sales metrics and campaign reports in the same dashboard.
That said, while its email editor is quite intuitive, Omnisend’s template library leaves something to be desired.
Omnisend is ideal for marketers who want to take their multi-channel marketing communications to the next level. Plus, its affordability and added eCommerce features make it ideal for small- to medium-sized Shopify stores.
Klaviyo is a marketing software designed especially for eCommerce that boasts impressive returns for Shopify store owners on its website. Aside from advanced segmentation and marketing automation workflows, Klaviyo facilitates SMS marketing and A/B testing.
Overall, Klaviyo marks a solid email marketing service – though its prices can get steep for larger subscriber lists.
Because of its focus on eCommerce email marketing and built-in CRM, Klaviyo is a good email marketing app for small- to medium-sized businesses. However, beginners may find the interface challenging at first, and larger businesses may find the price schedule prohibitive.
Sendinblue is a feature-rich email marketing service that aims to impress with marketing automation, landing pages, lead scoring, and even Facebook ads. It offers eCommerce marketing alongside email marketing, with features like conditional content, imported order data, and store product integrations.
These capabilities, alongside advanced features like SMS messaging, make Sendinblue one of the best Shopify email marketing apps available.
*Minimum pricing tier that offers Shopify integration
Sendinblue is a well-rounded service that works well for small- to medium-sized Shopify store owners. While it’s an efficient email marketing software, it’s also not always beginner-friendly, as some features require snippets of code. That said, Sendinblue’s Lite plan is also budget-friendly.
Drip is an email marketing app for Shopify store owners who want to segment the heck out of their lists. You can divide emails based on the smallest actions, including products and brands viewed, browsing history, and more. And with its blended eCommerce-CRM abilities, Drip puts the emphasis on strong communication and customer guidance.
But watch out: if you exceed your subscriber capacity for your plan, Drip automatically bumps you up a notch. And unfortunately, Drip offers just a handful of pre-built email templates.
Drip also offers a 14-day free trial with all features included.
Due to Drip’s more advanced automation and segmentation abilities, this email marketing service may best serve more established businesses. With its subscriber-based pricing model, it offers full features at every tier, making it powerful at every price.
Below are some tips that can help you choose the right email marketing tool for you!
Goes without saying that you need your email marketing platform to integrate with Shopify. In case you are using any other tools to manage your clients – check if they will also integrate easily.
You want the tool to feel natural. The main information should be right on the dashboard, and all the important features should be just a click away.
Run a testing campaign and see how various automation and segmentation work. Can you tag subscribers based on their behavior? Can you separate them into A/B test groups?
Chances are that you will not be working alone. What options are there to manage access to your team? What is the pricing like for several seats?
Some email marketing services have strict policies on email imports. Make sure that importing your leads from another service will be simple and won’t take too much time!
Email marketing is essential for a Shopify store owner. But before you can succeed in your marketing endeavors, you must determine your business needs and goals.
The email marketing app you choose should reflect your:
Ideally, the best email marketing app has the email marketing tools and pricing tiers needed to scale with you. (And many offer a 14-day free trial, so you can be sure an email marketing service checks all your boxes.)
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Studies show that email marketing is 40x more effective at reeling in new customers than social media. Email marketing makes it easy to nurture long-term relationships and stay aligned with the customers that drive your profits.
But to work properly, you must design your email marketing campaigns just right.
As an email marketer, one of the worst experiences is sending out what you think is a top-notch campaign – only to watch it flop.
From a dearth of opens to no clicks on your CTA, it’s tough when customers don’t engage with your brand. (Not to mention the impact a failed campaign has on your bottom line.)
Many marketers’ struggles boil down to a single factor: poor email design. If your emails don’t balance a vibrant vibe with a clean look, it’s difficult to drive conversions, let alone opens.
That’s where expertly-designed email marketing templates come in!
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An email marketing template is what it sounds like: an email template designed for email marketing campaigns.
By tapping into professionally-designed emails, you can produce the same gorgeous emails as the Big Guys without trashing your budget. Plus, you don’t have to spend hours sweating your own campaign visuals or stressing about that plain-text campaign.
Effective email marketing templates split the difference by supplying you with all the designs, styles, and colors you need. All you have to do is change the colors, add your logo, and insert your message.
Best of all, email templates come in a huge variety, so you can select and edit the perfect template to:
Then, all that’s left is to hit “send” and watch your efforts pay off.
Novices and professionals alike may turn to email marketing templates for several reasons. We’ll explore a few of them here.
When you’re fresh out of ideas, email templates can provide the answer or at least inspiration. Even if you don’t use the whole design, it’s important to bring new ideas to the table occasionally.
Sometimes, your marketing team needs a reminder of what works, especially as trends change. Email marketing templates often come field-tested or professionally designed. (Read: they’re proven to work.)
Email templates do half the work for you. All you have to do is download the template, plug in your branding and message, and send the campaign.
Why spend more time and money stressing than you have to?
With email templates, all you have to do is pick the right template, drop in compelling copy, and add images. If need be, you can also customize existing design elements to fit your brand and stay on message.
And since many modern templates are no-code, you don’t need expert coding skills to produce expertly-designed, engaging emails.
One beauty of email templates is that they construct the layout, design, and quality for you. Anyone on your team, from interns to freelancers to career marketers, can write a well-performing email in minutes.
Plus, you can design custom templates for your own team to tweak and personalize later, building consistency from the inside out.
Modern marketing email templates tend to be highly customizable.
Even if you start with a cut-and-paste job, your personal touches can create a unique, conversion-driving email.
Any or all of these make great reasons to incorporate email templates into your strategy. But frankly, you only need one: because you want to.
Literally, dozens of websites provide free email templates that you can download at a whim.
While these can be effective, often, it’s better to sign up with a dedicated service that has a built-in template library.
Of course, there’s no harm in combining strategies and enjoying the best of both worlds.
So, we’ve helpfully rounded up a list of both free email templates and paid template sites for your perusal.
All you have to do is find the templates you like, sign up with the site, and get customizing!
Really Good Emails (RGE for short) aims to be “the best showcase of email design” available. The website boasts an impressive 10,000+ email templates and an inspirational collection library.
RGE sources actual email content and templates from an active user community to help you fulfill your marketing dreams. That means that new emails pop up all the time for you to customize or get inspired by.
You can start with a free account and curate up to three collections, or go Pro for just $9 a month.
HubSpot is a huge name in digital marketing, so it makes sense that they have a few marketing tools lying around.
Users can access around five dozen email marketing templates completely free. HubSpot also boasts a free email marketing template maker in-house, so you can design and save your own templates for future use.
Canva is an online graphic design tool that helps users create social media posts, videos, logos, presentations, and more.
Aside from its hundreds of thousands of templates for every purpose, its stock photo library is truly massive. (While Canva doesn’t split the numbers, it’s safe to assume they have at least a few thousand email templates.)
You can access about 250,000 of their total templates and a hefty portion of their stock images with their free plan. Or you can access 610,000 premium templates and the full image library for just $120 per person, per year.
Cakemail provides another source for free newsletters and email templates to spruce up your email campaigns. All told, Cakemail offers around 55 templates and an easy-to-use platform.
Cakemail’s templates come in a variety of designs, so you can send everything from welcome emails to promotional offers. They also boast a few unique designs alongside more generic templates to give you plenty of choices.
Cakemail pricing is customized to each business, so you don’t have to worry about overpaying for services you don’t need.
ActiveCampaign is a popular email marketing tool that provides a built-in CRM and over 500 automated workflows.
Oh, and their template library isn’t bad either, with about 250 customizable layouts available on all paid plans.
ActiveCampaign offers a free plan with limited abilities and a handful of layouts. Or you can jump in with a paid plan, which starts at just $9 a month for 500 contacts.
BEE Free is a newer email editor that lets users create responsive designs quickly. The site boasts over 1,200 (mostly) unique, highly vibrant templates for all occasions.
BEE Free’s templates live in a handy quick-search menu, so you can find what you need in a flash. From there, it’s all plug, play, and send.
Or if you’re not satisfied with the existing menu, you can submit template ideas to their design team.
BEE Free starts with a free, no-code email and page creation plan for up to 10 emails and pages. Upgrading to their Team plan costs just $30 a month for unlimited projects and content blocks.
Sendinblue offers over 60 fully responsive email templates to all users.
Best of all, there’s no code required. The process is simple: pick a template, customize it with the drag-and-drop editor, and press send.
Advanced users can also take advantage of the WYSIWYG HTML email editor to code their own content from square one.
Sendinblue offers four plans: Free, Lite, Premium, and Enterprise. (The free plan also comes with prebuilt email templates.) The Lite plan starts at $25/month for basic features. Premium kicks it up a notch at $65/month for automation, landing pages, and Facebook ads.
Mailchimp is a popular email marketing software renowned for its ease of use and predesigned template library.
Each design is fully customizable, from the layout to the color scheme and images. (Though free users will have Mailchimp’s branding on their designs.)
Mailchimp users can access a portion of its basic templates on the free plan to get a feel for the service.
If you like what you see, you can switch to the Essentials plan (starting at $11/month) to access all 100 Mailchimp templates.
Stripo is an email design platform that offers over 1,050 fully responsive no-code HTML templates.
Stripo’s emails are built so you don’t need to customize to get a good-looking email – just drop in your message and go. Marketers can also access a library of premade interactive elements like GIFs, countdown timers, and animated buttons.
To enjoy Strip’s premium template options, you can expect to pay at least $15/month.
But bear in mind that unlike the other names on this list, you can’t send emails from Stripo directly. Instead, you can export your designs into the email marketing software of your choice.
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For those low on time, money, or ideas, email templates make short work of a crucial process. But if you’re still not sure how well a template can turn out, let’s look at a few examples of effective templates that could drive your ROI from 0 to 60 in a hot minute.
Why it works:
This email from Spotify Design is the perfect balance of color and minimalism.
Simply designed, yet popping off the page, it’s fair that the editors nailed this welcome email.
It’s bright without being excessive, and as soon as you open it, you know who sent it and why.
They even tell you how to unsubscribe immediately in case you made a mistake!
Source: Cakemail Template Library
Why it works:
This abandoned cart email template from Cakemail is the perfect way to ask customers to return without being obnoxious. (Clicks and conversions, here we come.)
The muted color palette does the opposite of what you’d expect by not sparking a sense of excitement. It’s just busy enough to keep the eye without overwhelming, producing a calming effect that reassures customers clicking through is the right move.
Plus, with the CTA conveniently placed beneath the discount and above the upsells, the design pulls double-duty without trying too hard.
Why it works:
As a graphic design facilitator, Canva knows the impact of going simple and letting your work (or product) speak for itself.
That’s exactly what their “Beige Minimalist Fashion Photo Email Newsletter” does.
With your company name, a handful of text, and some beautiful photos, this template puts your products center stage while the text sings backup.
It’s clean, simple, easy on the eye – and a great way to push visuals without overwhelming your audience.
Source: BEE Free’s Template Library
Why it works:
This example from BEE Free shows how a transaction email can straddle the balance between beautiful and business as usual.
The bright text draws your eyes to the most important information, while the images remind customers what’s in the boxes.
All the while, the dark background offsets the small details and makes the email appear clean and easy to read.
Why it works:
A little customer feedback goes a long way to helping businesses improve their brands – so what does mass-produced feedback get you?
That’s what this feedback email template aims to find out.
Unfortunately, feedback emails come with one big problem: customers really don’t like to click through multiple pages for a business benefit.
Fortunately, this email template solves that problem, too. By including a clickable feedback mechanism right in the email, you make your customers’ jobs quick and easy.
And even if the link redirects to a longer survey, your customers have already begun the process. Chances are, they’ll finish it.
Keep an eye out for changes in your email marketing metrics, and make sure to constantly improve your campaigns!
There are a few things you’ll need to consider when creating an email marketing template:
1. The purpose of the email – what are you trying to achieve? Are you trying to promote a new product, announce a sale, or simply stay in touch with your customers?
2. The target audience – who will you be sending the email to? Make sure your template is designed with your target audience in mind.
3. The content – what will you include in the email? Will you be including text, images, or both?
4. The design – how will you lay out the content? Will you use a single-column or multi-column layout?
Email marketing templates are pre-designed email layouts that you can use to easily create and send marketing emails. Most email marketing platforms (such as Constant Contact, Mailchimp, or AWeber) offer a library of free and paid email templates that you can use to get started with your email campaigns.
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Email marketing is the bread and butter of modern growth tactics. It remains one of the best ways to attract customers, build your brand, and boost your bottom line!
With effective email marketing campaigns, you can drive consistent conversions and enjoy more personal relationships.
But if you employ weak email marketing strategies, you’ll never achieve your full potential.
To ensure you achieve the desired results, you’ll need to start with the right email marketing strategy for your brand!
Email marketing is one of the most influential (and affordable) digital marketing strategies. By reaching right into subscribers’ inboxes, you’ll enjoy a direct link to your customer base.
Plus, it has one of the best returns on investment (ROI) in the business, with every $1 spent returning an average of $42 in revenue. Effective email marketing campaigns even beat out content marketing and paid search!
Not to mention all the other perks a successful email marketing campaign promotes – you can sell products, share the good news, and improve cart abandonment rates. Or, you can get more personal and take the time to share a story or re-engage with lost subscribers.
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Before you run out and send emails willy-nilly, you need to prepare. Effective email marketing campaigns all start with a well-designed email marketing strategy.
Once you find your stride, the potential rewards can be huge.
Email service providers are a dime a dozen, but the right one can make or break your email marketing campaigns.
Choose an email service provider that balances cost against the email marketing tools you need to design and send emails that are beautifully on-brand.
You can’t target your audience if you don’t know who they are. The more information you gather about your customers (even if they don’t exist yet), the more success you’ll see.
Next, it’s time to build your email marketing list. Ideally, you’ll curate a list chock-full of engaged subscribers who choose to receive the valuable content you create.
(Note: You should never buy an email list. Purchasing customer emails isn’t just ineffective; some spam filters will shut down entire email marketing campaigns based on past spam complaints.)
You can build your email list by:
Every email campaign will likely have a different flourish to set it apart. But first, you need to decide on the basics, such as your brand colors, ideal fonts, and email signature.
Planning ahead here ensures that no matter who actually composes your message, your emails hold to your high standards.
Plus, applying an identical color scheme and logo ensures brand familiarity with your audience.
Over 60% of emails are opened using a mobile device. Yet, 20% of all email marketing campaigns aren’t optimized for mobile.
That’s a big mistake – especially considering that mobile device customers are more likely to spend big than desktop customers.
Unoptimized emails lead to wonky, unreadable images and text and drive higher unsubscribe and delete rates.
Avoiding these mistakes can be as simple as inserting responsive email designs that are automatically optimized by the device.
Other tips include keeping the subject line short and minimizing the preheader’s length.
You should also make the call-to-action (CTA) big, bold, and beautiful to ensure it’s obvious on tiny screens.
Before you send emails for the first time, it’s crucial to test email clients and ISPs. The way clients handle data may alter how your designs look in a subscriber’s inbox.
You should also consider automating your email campaigns. Trigger-based automation lets you send personalized messages and content based on:
You can also send out the classics like a handy welcome email, transactional emails, and thank-you emails. And don’t underestimate the power of “surprise” emails for your most loyal customers. (25% off goes a long way to building loyalty!)
Data supports using automation, too.
Triggered emails nab higher open rates, click-through rates, and conversions. Trigger-based marketing has even been found to produce 500% better results than batch emails.
Social media provides powerful tools to build your email list and further engagement. For instance, Facebook-boosted posts can increase traffic by nearly 50%.
You can use social media to build landing pages, share incentives, and premium content, and host webinars or digital get-togethers in real-time.
Remember: the more subscribers engage with your brand, the more memorable – and profitable – you’ll be.
It’s impossible to accurately predict how effective email marketing campaigns will be before you send them out.
But before you can measure their performance, you need to determine which metrics to gather.
Knowing which email metrics are most important for your campaigns before you send emails means you can segment your email strategy from the outset and optimize it as you gather more data.
For instance, you may base email newsletter success based on open and click-through rates.
Meanwhile, your click-through rate, website traffic, and total sales may be more important for promotional emails.
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Once you’ve defined your email marketing strategy, it’s time to move into the meat of your success: actual email campaigns.
The first step in designing an effective email marketing campaign is deciding upon its goal. Your goal will determine the content, images, CTA, and segmentation you deem appropriate.
Do you want to…
Or do you need to start with the basics and design your welcome email and transactional emails, too?
Next, you need to determine the frequency of emails within this specific campaign.
Send emails too often, and you risk the dreaded unsubscribe button. Send too infrequently, and your customers may forget about you.
You’ll also want to think about your timing.
Many marketers swear by mid-week sends, while some target the weekend crowd!
Unfortunately, just because a subscriber joins your email list doesn’t mean they’ll stick around.
While a re-engagement campaign can reignite their passion, sometimes, your subscribers will relegate you to the spam folder or move emails without informing you.
Whatever the reason, purging these subscribers from your list ensures your content only goes to subscribers who will take (and give) the most value.
Segmenting subscribers allows you to deliver the best value to customers.
Unique interests or characteristics, location, purchase history, and industry all comprise segmentable data.
You can even use segmenting to re-engage inactive subscribers.
Conversely, failing to segment your emails, or segmenting them poorly, risks pushing customers away by meeting them at the wrong stage of the customer journey. You’ll also miss out on benefits like increased deliverability and opens, better click-through rates, and more conversions.
In the modern world, appearances mean a lot – specifically, your brand appearance.
You should test and retest the presentation of every email within your larger campaigns. From content and templates to fonts, layouts, images, and even text sizes, no detail is too small to consider.
The last thing you want to do is design the perfect email for the wrong purpose.
With the visual elements out of the way, it’s time to write your email message. Ask yourself what you want to say to your audience and what value you can offer them.
Sending purpose-driven emails will keep your subscribers engaged and your bottom line fat.
We mentioned the need to purge your subscriber lists before sending out your major email campaigns to prevent wasting sends.
But sometimes, subscribers just lose interest – and it’s your goal to re-engage them.
Instead of removing them from your mailing list, spark a re-engagement campaign. Remind subscribers of the benefits of sticking with your brand and offer exclusive offers and discounts.
You can also use this opportunity to gain feedback through your emails or unsubscribe page.
Once you’ve built an effective email marketing strategy, you can start optimizing individual emails.
An email subject line can make or break your open rate.
In fact, 47% of all emails are opened based on their subject line alone.
From inserting some humor to personalizing with subscriber names, a well-written subject line stands out in inboxes and keeps your brand percolating.
(Oh, and personalized subject lines increase open rates by 16%.)
When you use a “do not reply” email address or generic sign-off, that turns off the engagement and reduces the likelihood that customers will respond positively to your brand.
The key is building engagement and excitement through authenticity and credibility.
Personalization is a small tactic but a powerful one.
By capitalizing on customer data, you can insert a little spice into your strategy.
You can insert names into email subject lines, send welcome emails to new customers, offer birthday wishes (and discounts!), and recommend products based on previous purchases.
Remember: email marketing isn’t just another marketing channel; it’s crucial to each customer’s experience of your brand. There’s almost no end to the ways you can use personalized messages to improve the customer experience.
Best of all, 70% of brands don’t personalize their email marketing strategy. That means a little personalization goes a long way to helping you stand out against the competition.
Your call-to-action can dramatically impact the click-through rates of your email marketing campaigns. (And in turn, your conversion rates.)
An ill-placed or poorly-designed CTA translates to fewer clicks and visitors and a smaller bottom line.
To improve your CTA, experiment with factors like:
Additionally, focus on the language you use in your CTAs. Tried-and-true tactics include starting with strong verbs (like buy and download), evoking emotion, and giving a reason to convert.
How do you know that your email is perfectly optimized?
You test it, of course.
But don’t just limit yourself to A/B testing your subject line. (Though that’s important, too.)
Your home page and landing pages, templates, colors, fonts, CTA, personalization opportunities, and even segmentation should all be tested too.
And don’t forget your signature, sender name, image usage, and placement…
You get the point. There’s a lot to A/B test.
As you test these factors, you can build a database of customer preferences and optimize every email from the get-go.
Over time, you can re-test to keep up with consumer trends and perfect your email marketing strategy long-term.
Linking your social media to your email marketing campaigns can generate more activity and bring customers into the customer experience.
When subscribers see customers enjoying your brand and products, they’re more likely to click through and convert.
Aside from capitalizing on existing customers, you can also include CTAs on your various social media in your marketing campaigns.
You may even want to share the content of your emails on Facebook, Twitter, and other social media platforms. Don’t be afraid to spread the word!
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