Email Marketing 101 – The Definite Guide for Marketing Operations Professionals

Learn how to build a cohesive email marketing strategy – Tech Stack Crunch

What’s the top acquisition channel in your company? Your email marketing strategy probably has quite a few elements that are run by Marketing Operations professionals and it should be your number 1 acquisition channel, but how can Marketing Operations govern all aspects of email marketing within your company? 

This definitive guide on email marketing will answer the question ‘Why Email Marketing’, it will cover everything from ROI and segmentation to trends, tips and tactics to help you increase engagement and revenue with email marketing. Let’s get started!

What is Email Marketing? And How It Can Help You Grow Your Business?

Email marketing is a proven channel that can increase customer engagement and lead to increased revenue. There are many aspects of email marketing that need to be considered in order to provide the best experience possible for your customers. It’s important to define a set of email marketing best practices and follow them in order to maintain high deliverability rates, reduce unsubscribes, and get the most out of your email campaign. 

Top acquisition channels include; email, content marketing, organic search traffic (most likely known as SEO) and PPC advertising. Email has been shown to have an ROI as much as 900% higher than other channels. 

Want to get Email Marketing done right?

Follow the steps below 👇

1) Develop personas/ ICP (Ideal customer profiles)

2) Test multiple headlines

3) Keep copy concise and on-brand 

4) Include social media links to your business pages

5) Experiment with images 

6) Create segmented lists 

7) Use automation and nurture streams 

8) Test subject lines 

9) Invest in email design, make sure it’s light, short and sweet.

10) Plan ahead when it comes to email deliverability and increasing your KPIs

What can you do if you don’t want your emails looked at? When sending emails through automated programs or mass emails, it’s important not to send emails that come across as spam or promotional messages.

But there’s obviously more to that, in order to execute properly on your various email marketing campaigns you’ll need to get your data right, segment properly, make sure there are no overlaps between the different emails and audiences but most importantly, leverage automation where possible across the entire customer journey.

What Are The Benefits of Having A Cohesive Email Marketing Strategy?

Email marketing is the top acquisition channel and one of the best practices in marketing. The primary benefit is that email campaigns can generate high response rates, but this success relies on the content being relevant to your audience and well-timed. If you have a product or service that needs to be marketed, email marketing should be your number one go-to strategy. 

Here are 3 ways to improve engagement and revenue with email marketing:

1) Prioritize how much effort should be spent by the customer segment. 

2) Experiment with new ways to engage customers, such as incentives and gamification. 

3) Plan for future trends such as AI-powered automated email campaigns.

Email Marketing Best Practices for B2B SaaS Businesses 

It’s best to make sure your email marketing campaigns are successful, so how to go about this? With every campaign that you send out, make sure you’re following these four email marketing best practices: 

1) segment your list in order to personalize content 

2) always provide value in order to keep your subscriber engaged 

3) stay on topic 

4) have a clear call-to-action. 

Crucial Elements To Look At When Drafting Your Email Marketing Strategy 

Now that you have a better understanding on how email marketing works and the benefits of having a cohesive strategy, let’s look at the important components of a successful email marketing strategy and things you should look at when drafting your future winning strategy.

Language

Consider the audience for your email.

Before starting to construct the content for your email, consider both the audience and purpose for the communication. Language and tone of your email should be representative of the audience you are talking to. Consider the demographic of your audience, titles, their industry and in what tone they would best receive information. 


How to make sure you’re on track?

  • Determine Brand Voice. 
  • Write a conversation, not a sales brochure. 
  • Break it up to form purpose-driven sections. 
  • Be consistent in your language, tone and voice. 
  • Test & edit – does the messaging fit the purpose. 
  • Measure success – set your KPIs.

Subject line

The very first thing the recipient sees when they get an email from you.

Email subject lines are like news article headings, they need to convey the main point of your message and encourage the reader towards your ultimate goal, which should be your CTA. Remember:  whether or not your email gets opened, your recipient will see your subject line. 

Tips to create the perfect subject line – use no more than 9 words and 60 characters.

  • Use personalization to increase open rates by 50% and get higher click-to-open rates.
  • Keep it simple – don’t use too many action words.
  • Use urgency or timely action-oriented subjects. 
  • Surprise the recipient with a fact or statement. 
  • Pose a question Segment your list and target recipients. 
  • Put action verbs at the forefront Give people a reason to feel special.
  • Don’t use symbols and words like ‘Free’ or ‘Discount’.

Preview text

The second thing the recipient sees when they get an email from you.
The preview text, which is sometimes referred to as preheader text, is the copy that sits below the subject line when the email appears in your inbox. This text is the second most important thing to utilize when trying to grab your recipient’s attention after the subject line.

The preview text should combine a sense of urgency, together with an expectation of what your reader is going to see in your email.

  • Keep the content concise and use plain language. 
  • Include the main points of your email, address your CTA (if you haven’t in the Subject line).
  • A/B test your preview text across campaigns and see which works best for open rates. 
  • Make sure you’re getting your message across in 40-50 characters to ensure your full message is displaying both on desktop and on mobile. 
  • Don’t repeat your subject line – people don’t need to read the same thing twice. Test the email subject link and preview text to see how it reads together.

CTA’s

Ask readers to take an action that fulfills the goal of your email.

Put yourself in your audience’s shoes, what will trigger you the most to click on a CTA? What are the things they care about the most? A click on a CTA can take them to a landing page, include them in a campaign, access content, or download.

Make it clear what you want the recipients to do, and give them a compelling reason to do so.

  • Use a strong command verb to start each CTA (E.g. Visit, Register, Download, Start, Compare, View). 
  • Give recipients a reason to click – what’s in it for them? 
  • A sense of urgency always helps – add an incentive where it works (E.g. “Limited space available” followed by “Register Your Interest”). 
  • Use contrasting colors so the CTA stands out. Make sure they are leading to the appropriate campaign landing page or website page.

Avoid spam filters

SPAM filters can be triggered for a number of reasons. Here are the main ones: 

  • The subject line contains a SPAM trigger word. 
  • Your email contains all capitals Your email has a lot of exclamation points.
  • You’re using attachments. 
  • Too many different fonts and/or styles. 
  • Low historical open rates Email is unsolicited – recipient may mark as SPAM. 

Some SPAM trigger words include: 

Avoid the above spam trigger words when drafting your next email – Tech Stack Crunch

A/B testing

How to A/B test Marketing emails?

An A/B test measures engagement for different versions of the same email with a sample of your recipients. After creating your marketing email, we can create a version B to test how a single variation impacts email opens or clicks.

Depending on how each version of your email performs over a period of time, the tool can pick a winning version to send to the rest of your recipients list.

The main objectives when A/B testing your emails are:

  • Choose what you want to test, like the subject line, content, CTA’s and compare results to find out what works and what doesn’t work for your audience.
  • Find out what layout and design resonates with your target audience. This can be anything from colors to adding or dropping images, adding a gif, etc.
  • Understand your goals, what metrics would you like to measure when A/B testing your emails? E.g.  open rate, click through rate, action completed rate, etc.

Timing

When to send out emails?

A number of different email providers suggest that Tuesday, Wednesday, and Thursday are favorite days to send email campaigns, with MailChimp confirming that Tuesday and Thursday are the two most popular days to send email communications. 

Research has shown (U.S. based):

6am – 10am: Popular for promotional emails for events, webinars, etc.

10am – 3pm: Most people are busy working and email open rates are down.

3pm – 5pm: Recipients open more emails connected to downloads, long reads, etc.

5pm – 10pm: Promotional or sales emails have more opens.

Don’t forget about the weekend!

Many companies find it beneficial to send out emails over the weekend as some of their audience has more time to read and engage with their content, plus it is a great way to keep website traffic consistent.

How Can Marketing Ops Improve Your Email Marketing Efforts?

Marketing Ops can govern all aspects of email marketing within your company. 

Here are 3 ways to increase engagement and revenue with email marketing 

1. Plan campaigns, programatically in tandem with demand generation activities so that you’re reaching the right people at the right time (via automation). 

2. Establish a clear email strategy from day one: plan, test, measure and repeat (via automations). 

3. Increase personalization: With email marketing best practices, you can customize your messaging to speak directly to your customers in the way they prefer (via personalization features).

Under The Hood

Email marketing is your number one acquisition channel. More than any other form of marketing, email has the power to turn prospects into customers. But it’s not easy to send a great email. You need to know what you’re doing and how to do it well. That’s where this guide comes in. We’re hoping that the above email marketing best practices and tips that we’ve learned over the years by working with top marketers at some of the world’s largest brands will help you grow your business and take it through its next stage.

TSC Team
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