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Email Marketing: The Summer Edit

Hello and welcome to the Summer Edit.

At the end of each season I share some of my best tips, tools and finds around email marketing that I’ve sent out to the wonderful people on my email list.

Email List Building

Email is 40 times more effective than social media – FACT! There is data and everything! Add in the fact that the people on your list will be your warmest, loveliest, most engaged audience, email marketing should be a breeze, right?

Hmmmm. The thing is, how do you get them to bloody subscribe?

Here are 8 things you can do to help build your list:

  1. Explain the benefits and tell people the value of signing up rather than what the content will be.
  2. Use social media to create posts, reels and stories.
  3. Talk about it, let people know when a campaign is about to go out, share screenshots of great feedback, etc.
  4. Create a new lead magnet.
  5. Don’t hide it! Put it as your main link on social profiles and make it obvious on your website.
  6. Add your sign-up form or link to your blog posts.
  7. Include your sign-up link to your regular email footer & if you have an auto-response, pop it there.
  8. Put the link in with your information at online networking.

This is all about test & measure. Try something you’ve never done before and see what happens.

Get your emails read.

Your email list building strategy has worked, you’ve got a great number of people on your list, now you just need to get them to open your email…these 3 things will help:

1. Sender email.

Avoid sending emails from a non-business address like Hotmail, Gmail, and Yahoo. Non-business email addresses are viewed with a bit more suspicion. You may use Gmail for day-to-day business but when it comes to using email marketing platforms an authenticated domain name is the best option.

2. Sender name.

Who are you sending the email from? Make sure your sender name is recognisable to your reader. You can use your name, your business name, or a mixture of the two. If you decide to use your business name, as service-based business, including your first name can make it feel a bit more personal for the subscriber. For example, Han @ Balance VA Services vs. Balance VA Services.

Subject line.

Crafting subject lines is no mean feat. Keep them concise, relevant & to the point, around 10 words is good. Be wary of spammy language such as free, bargain, and guarantee – stick to something relatable.

For the dos and don’ts of subject lines head over to the Winter Edit.

The Power of Personalisation

Did you know that personalised emails have open rates that are up to 26% higher and click-through rates that are up to 19% higher than non-personalised emails?

That’s a lot of extra engagement! But what exactly is personalisation in email marketing?

It’s tailoring your emails to the individual so they feel like you’re speaking directly to them. You can do this by using their name, location, purchase history, sign-up information, or other relevant information.

Dive a little deeper here: The Power of Personalisation in Email Marketing

Bounce Rates

What the hell is a bounce rate? And what’s the difference between a hard & soft bounce? These are two questions that come up quite often, so let me explain:

🏀 Bounce rate is the number of emails that were not delivered and have literally bounced back.

🏀 A hard bounce is a permanent bounce, so there is a fundamental problem with the subscriber’s email, their account could be disabled, or they typed their email in incorrectly.

🏀 Whereas a soft bounce is an email that failed to deliver for temporary reasons, it may be that their mailbox was full, or the email is too large.

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