When you're using email as a marketing tool, you're working on a pretty personal basis. This isn't ‘drive-by' stuff -you're directly targeting customers from their inboxes. There's a huge amount of potential which comes with this kind of marketing... but you'll only reap that potential if you REALLY understand both the marketplace you're operating from, and the audience you're talking to.
The default one-click welcome automation is one email that sends immediately after signup, and includes pre-filled content. In the automation builder you can change the delay, and edit the design and content. This automation welcomes new subscribers to your audience, so the trigger and audience are fixed and uneditable. You can pause the automated welcome email at any time. If you need more sending options, check out our advanced workflow.
Technology has a significant impact on consumers’ expectations, and those expectations impact how subscribers engage with your email marketing. Brands need to continually demonstrate that they know their customer, which can make it a challenge to stay on top of the evolving context of marketing. An email strategy can make all the difference between building a relationship with your customers and sinking without trace.
Will people understand what you’re trying to say? It’s usually better to avoid topics (or opinions) that are complex if many people are extremely passionate about them. For example, sharing almost any opinion about immigration policy is usually a bad move, unless your audience is unusually homogenous. You could agree 99% with someone and still piss them off by using the wrong term just because they have such a strong “either you agree 100% with us, or you’re our enemy” mentality. I once pointed out that I think it’s unacceptable to capture and torture people for years—especially if they aren’t charged with any crime, there’s no evidence they’ve done anything wrong, and they’re children. I got several emails back from people saying, “you have no idea what you’re talking about” or “you should stick to marketing and leave politics to people who understand it.” They took it as commentary on geo-politics. I just said I’m not okay with pointless torture of children. I thought we’d all agree on that.
We also love how consistent the design of Uber's emails is with its brand. Like its app, website, social media photos, and other parts of the visual branding, the emails are represented by bright colors and geometric patterns. All of its communications and marketing assets tell the brand's story -- and brand consistency is one tactic Uber's nailed in order to gain brand loyalty.
The case study email – A case study on how one of your customers uses your product. Make sure to outline what problems it solves for them (tied to the problems outlined in the first email) and what benefits it brings them (tied to the benefits outlined in the second email). Include a testimonial from a customer and a call to action to signup for your free trial/free plan in this email.
Click "Generate New Link," and then grab that link. Then you can link it to your Twitter sharing button. Or, if you're segmenting your list by attributes such as "has Twitter" or "topic of recent conversion: social media" (you'll need marketing intelligence software like HubSpot for this), you can even include it in your main email copy, like this:
Use your real email signature: Just like using a real reply-to email address, you want to use real contact information within the email and the best way to do that is to include your contact details in the email signature. Giving your readers the opportunity to contact you or connect with you online is a great way to be personal and build a relationship with them.
That isn’t to say that sales-y promotions couldn’t ever create results—as marketing “gurus” have proved. The results just aren’t as good as they could be. Take the biggest gurus’ results—the ones they boast about—and calculate their conversion rates. Often their marketing is comparatively ineffective. They just have massive volume, so the sales numbers are impressive.