In Email Marketing

So you’ve got a fantastic product or service and you want to tell the world about it. Before you start have you had a read of our top tips which you can find here.

Creating your first campaign

First things first lets explain the various sections. When you login for the very first time, click the big green button in the centre of the screen.

If you’ve already logged in and had a play around then you’ll get something similar to the screen on the right. (click it to see a bigger version).

Either way you’ll have the same menu options.

Overview

This is a dashboard of all of your activity, campaigns, drafts and quick links to various areas of the software.

Campaigns

This is where you’ll find all of the campaigns you’ve created. Any saved drafts and all of your previously sent campaigns are all in here.

Automation

We’ll cover this in part two but feel free to click it and it’ll give you some very user friendly walkthroughs. This is where all the automated emails are set up.

Transactional

Again we’ll cover this section in part two. This is where you’ll find the transaction emails where you can send emails after someone has purchased from your store (for example) amongst other things.

Lists & Subscribers

This is where you’ll find….all of your lists and subscribers! We’re trying to keep it simple here! This is all of your customer lists, where you can segment the database amongst various other useful features.

For now hit the massive green button ‘Create a new campaign‘.

Defining the campaign

This is the first stage in creating the campaign.

There are three sections to fill in here.

Name this campaign

This is for your reference, noone but you will see this part so you can either call it what you want or just do what we usually do and name it the same as the next section.

Write a subject line

This is the part that your customers will see in their inbox, so make this part memorable, effective and most importantly interesting enough that they’ll open it. We’ll be writing an article on effective subject lines later in this series.

Who is it from?

It’s from you of course! It’s better to send these from personal addresses, or at least appear to be from personal addresses. So in the ‘Name’ field you can put from ‘John Smith’ and the email address ‘info@youremail.co.uk’ if your customer replies it’ll reply to info@youremail.co.uk in their email client it’ll say from ‘John Smith’

Hit ‘Next’ to continue.

Choosing a template

The best way to start is to choose a template, handily there’s a huge selection to choose from. These are a great place to get started as they give you an idea of what can be achieved with your email marketing. We are continually updating these with new look and feels and ideas so feel free to experiment with them.

Pick one and lets start. For this example we’ll use the first one.

Designing your first campaign

You will be presented with the screen on the right. It may look daunting but it’s really quite simple, if you have a mouse and can click it then you’re pretty much set.

The first thing you’ll notice is that you can add your logo, so find a good copy of your logo and drag it into the spot!

Yep it’s that simple.

Then it’s a case of building up the content in your newsletter.

If you click the image, for example, a section will reveal on the left giving you a few options. The main one being ‘replace’, click that and it’ll ask you to insert an alternative image. It will automatically scale to fit the template so you don’t need to worry about sizing it properly.

When you hover over each section you’ll also notice there are two little icons that appear to the right of the section.

The first one lets you drag the content and re-order it. The second one has a few options:

Duplicate – Does what it says – duplicates that section, which is useful if you want to repeat the style of the sections of your template.

Customise background – This part will allow you to colour the background section which gives you some more flexibility with your template style. The second element allows you to upload a background image (i.e something you can lay your text over the top of).

Be aware that some email clients don’t display background images so if you do use them then we’d recommend you choose a background colour as a fallback.

Pick one and lets start. For this example we’ll use the first one.

Who should see this – This is a very useful feature as it allows you to create dynamic emails with sections of the content only displayed to the people you need to read it. Basically saves you a ton of work!

Delete – Deletes the section. Don’t worry if you do click this by accident it does ask you to confirm or cancel the action.

Adding layout

 

If you scroll to the bottom of the email, or if you’ve started an email template from scratch, then you’ll see a big green button ‘add layout’.

This gives you a myriad of content options to style your email and make it stand out.

On the left are further options to add content and spacing to your newsletter, drag them and drop them onto the layout and add away!

Once you’re happy with the layout click Preview

Crafting the perfect email

As with all marketing there is no magic bullet solution, we have however millions of emails sent worth of experience behind us so a few quick tips.

In our experience the key ingredients into making your emails stand out and be interacted with, indeed almost all successful emails, are a bold message, short snappy content with clear calls to action (click here to buy, book online etc) and not too long.

If you do have a lot to say then keep it to 3 stories maximum. If you’ve got overly long content to add then consider putting the story on your website and use the email for a teaser with a click through to your website content.

Those are the very basic ingredients to creating a campaign that gets read, after all that’s the plan get your customers to read it!

Naturally you know your customers best so at all times just use your own experience and intuition when creating your content and be mindful of not making it an epic saga!

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