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How to Master Email Marketing in 2021 (Guide) - YouTube
Channel: HubSpot Marketing
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are we really just gonna sit here and
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pretend that email marketing isn't one
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of the most important parts of your
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business
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we are
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oh
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okay
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for everyone else though the data tells
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us that there are 4.3 billion with a b
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email users worldwide with literally
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more than half of the planet using email
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your business can't afford to not have
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an email marketing strategy and unlike
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those social media platforms with their
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confusing features and constantly
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changing algorithm and no one liking
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your posts for whatever reason email
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marketing is relatively straightforward
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what's up i'm jamal from hubspot in this
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video i'm going to teach you the basics
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of email marketing setting you up with a
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foundation for success that can last for
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years if you find this useful be sure to
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like this video and subscribe to the
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hubspot youtube channel
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so how do you become a master email
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marketer put simply it's divided into
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three steps
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one build your list two maintain the
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health of that list and three email it
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lists with valuable content every time
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let's start by building your list when
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building your email list there's really
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one rule and one rule only and that's
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never buy or rent a list and actually
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there are more rules but let's just
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focus on that one for now buying or
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renting an email list can lead to low
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open rates bad brand appearance and even
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hefty fines from privacy protection
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agencies so what should you do to build
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up a quality email list well here at
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hubspot we built our email list by
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producing free ebooks that users
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discovered when searching for topics
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like introduction to data visualization
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or how to become an influencer maybe you
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can offer a free child of your service
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or an online seminar or other experience
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whatever you offer it needs to be
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something valuable enough to convince
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users to part with their personal email
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information in addition to the landing
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page most websites will let you place a
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pop-up to collect email set one to
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appear after the user has spent some
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time on your site which indicates that
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they're receiving value and might be
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open to more information and if your
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business involves online ordering make
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sure customers are prompted to opt in to
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your email list when making a purchase
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why is it important that users opt in
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well having users opt-in means they want
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to hear from you it also keeps you
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compliant with the ever stricter
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anti-spam policies being implemented by
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governments as well as email services
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themselves a double opt-in is even more
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effective since it requires the user to
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open and click an automated email they
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receive when signing up this not only
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prevents users from giving fake emails
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but it also trains their email app to
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recognize quality messages from you and
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with that
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we just thought to spam folder
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way to go how you go about building your
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email list we'll set the stage for
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future success but just as important is
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how you maintain your list this means
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periodically scrubbing your email list
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to remove emails that bounce or
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addresses that never open your emails a
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good rule of thumb is to scrub your list
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every 6 to 12 months you might be
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wondering what's the harm in emailing
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people who don't open them right like
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why can't i just i should be able to do
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that right well another metric that
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email algorithms use to determine if
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something is spam is the engagement
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ratio the more you send emails that
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never get open the more likely the email
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services will eventually categorize your
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emails as spam make sense the good news
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is that despite these increasing
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obstacles to email deliverability the
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overall value of email marketing is
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actually on the rise in 2010 digital
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marketing association put the return on
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email marketing at forty dollars for
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every dollar spent by 2019 that return
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increased to 42 for every dollar spent
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why has the roi gone up because i'm
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opening everyone's emails for them
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no but actually though a major reason is
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an increased use of segmentation in
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email marketing segmentation means
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dividing your email list into smaller
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groups so you can send each segment
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content specific to their interest you
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can segment your list by demographic
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data like location company size or
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anything else that's important for your
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business but the real email ninjas use
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what's called behavioral segmentation
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which is grouping based on how the user
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previously interacted with your brand
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things like previous purchases life
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cycle stages and customer loyalty
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creating triggered email flows for
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specific behaviors allow you to be
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responsive to your users needs so it's
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no wonder that 77 of email marketing roi
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comes from these sorts of segmented
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targeted trigger campaigns it's the best
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tool for giving your audience the
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valuable content they'll want to open
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because they know it's tailored to their
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interests and that
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that's inbound baby which brings us to
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our final step in mastering email
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marketing send valuable emails the
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average office worker receives around
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120 emails per day that is many
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out of that 120 40 are important
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business emails that require response
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that leaves 80 other emails vying for
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attention the only way to stand out is
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by having a super clickbait title for
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the subject line
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that's a real tip you should do that
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no the only actual way is to stand out
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by offering something your subscribers
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want to click on because it somehow
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improves their lives think about a
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company like opentable who uses
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subscribers past behavior to offer
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useful discounts or recommend new
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restaurants or spotify who send regular
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emails notifying users of new music by
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artists they follow these are great
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examples of valuable emails that
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subscribers want to receive and are
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happy to open one more useful tip
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whenever you're recommending something
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to your subscriber be sure to remind
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them of the activity that triggered the
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recommendation that way they associate
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the good feeling of the previous
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experience with the new one you're
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offering now
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when it comes to emails conveying value
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starts with the subject line this can
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mean literally telling the recipient
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what they'll get from opening the email
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and try to do it in 50 characters or
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less use those 50 characters to pique
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the customer's interest don't give
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everything away up front like me with
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bobby jenkins in the fourth grade i gave
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him
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my goku action figure and then he just
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he didn't talk to me anymore after that
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leave a bit of mystery so they'll feel
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compelled to open the email to no more
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just be sure that whatever you tease in
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the subject line is actually delivered
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in the body of the email no one likes
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deceptive click-baity subject lines i
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was kidding before and 69 of spam
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reports come from subject lines alone so
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watch out now you can also use the
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preheader that is the first few words in
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the body of your email that get
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previewed in your inbox to support the
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subject line most email marketing
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systems will allow you to set the
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pre-header when you enter the subject
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line so you don't have to worry about
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altering the actual body copy of your
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email and always a b tests your subject
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lines so that each email you send
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teaches you something for the next one
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so all the messages from your email list
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have been delivered and thanks to your
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brilliant subject line and pre-header
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good job folks are itching to read what
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you sent them so
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what are you going to say
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crafting killer email copy could be its
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own video until that time
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here's some tips tip number one
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keep text neat and simple with the main
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point upfront use short sentences with
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lots of paragraph breaks save those
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verbose think pieces for your blog this
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is an email tip number two write for
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your audience remember those list
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segments we made this is why they're so
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important and tip number three write in
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a friendly one-to-one style this isn't
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just a good way to treat your customers
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it also helps prevent your email from
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getting tagged as spam and speaking of
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spam hubspot keeps an extensive list of
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spam trigger words that you should avoid
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when writing email copy there will be a
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link in the video description below and
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if you don't click on it i'll be sent to
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the spam folder you should also run your
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email through a spam test before sending
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it to make sure your formatting
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punctuation and fonts all pass through
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the filters there are plenty of free
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spam checkers online you can use you'd
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be amazed how a few tiny tweaks can make
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a huge difference so when it comes to
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email marketing sending valuable content
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in a compliant format to users who you
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know want to receive it will allow you
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to execute successful campaigns for
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years to come happy emailing i'm off to
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the spam folder
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which
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i don't know why that's like my i messed
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up sound
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but it is and we're rolling
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