Email Marketing
Explore a curated variety of expert-produced resources on email marketing, from prospecting and segmentation to personalization. Get inspired by real examples and access tailored templates to delight your customers—every single time you press send.
Marketing strategyUltimate Guide to Launching a New Product Line With Email MarketingEmail marketing is an ROI goldmine, with studies showing an astonishing average of 3600%. This isn't just a figure but a testament to the unparalleled potential of email marketing in the digital communication sphere. And when it comes to product launches, reaching this level of engagement can be the difference between success and mediocrity. Below, we look at:
Why you should use email to launch a new product lineHow to build an email list for your campaignHow to put an email marketing strategy together for your new product lineWhat to include in your email to your customersHow automation can make email marketing easier
Meet the Expert
Jameela Ghann is a seasoned online store owner with over a decade of eCommerce experience. Apart from running Alora Boutique, she's also the marketing manager for Fera Product Reviews.
Why use email marketing to launch a new product line?
An effective product line launch largely depends on building a buzz that deeply connects with your target audience. This is where email marketing truly shines. It's direct, personal, and, when executed correctly, proves to be incredibly effective.
Email marketing offers the following benefits:
Audience engagement: Email subscribers actively anticipate your updates so that you can establish direct communication with an attentive audience.Unique personal touch: Unlike social media, email allows for personalized product launches. You can build excitement, anticipation, and even loyalty by sending your subscribers sneak peeks and exclusive offers directly.Cost-effective: Unlike other advertising channels, email marketing enables you to reach a broader audience without extensive ad spending.
» Follow these steps to create a successful email marketing journey.
Effective strategies to build your email list
Before launching your new product line via email, you need to build an email list. Studies predict that the number of email users is set to reach an astounding 4.73 billion users by 2026. This means that building a robust email list will work in your digital favor for years to come. However, you should focus on nurturing a community of engaged subscribers who genuinely connect with your brand. Here are ethical and effective strategies to help you grow your email list with high-quality leads:
Building a loyal customer database: Add your existing customers to your email list. They're already familiar with your brand and more likely to engage with your emails.Lead magnets: Offer something valuable in exchange for email subscriptions. This could be a discount on the first purchase or a free downloadable resource like an e-book, recipe guide, or informative PDF related to your products or services.Opt-in forms and popups: Place opt-in forms and popups strategically on your website. These can trigger based on user behavior, such as scrolling or visiting specific pages. Ensure the popups are not intrusive but compelling enough to encourage sign-ups. Referral programs: Encourage your current subscribers to refer friends and family in exchange for discounts or rewards. Word-of-mouth referrals can be a powerful source of new subscribers.Content marketing: Incorporate opt-in forms within your blog posts and content. Readers will likely subscribe for further updates if your content is relevant to your products or services.Social media promotions: Leverage your social media presence to promote your lead magnets. Create engaging posts or reels that encourage users to subscribe in exchange for valuable content or secrets related to your niche.
» Learn how you can improve email engagement.
4 steps to plan your product launch email marketing strategy
Now, you need to focus on crafting your product launch email marketing strategy. This will be the compass that guides your journey to success.
1. Define clear goals
Are you seeking customer feedback, creating buzz, generating user-generated content, or aiming for sales? Clearly defining your goals is essential to guide your strategy, help you measure success, and ensure your messages hit home.
2. Carefully select your KPIs
Select the key performance indicators (KPIs) that will gauge the success of your product launch campaign. Will you track open rates, click-through rates, or specific purchase targets for your top customers?
3. Segment your email list
Categorize your subscribers based on factors that align with your campaign goals. Consider elements like purchase history and engagement levels. Although demographics can be handy in certain cases, prioritizing segments directly related to your product launch objectives ensures a more targeted approach.
4. Create personalized content
Tailor your email content and offers to each segment. Personalization maximizes engagement and helps you achieve your business objectives effectively.
I truly can't overstate how much personalized content works wonders, with 71% of customers engaging better with tailored emails.
Use smart tactics like geographic relevance for local appeal and past purchases for recommendations. These boost engagement and brand connection, especially during product launches.
How to craft the perfect email for your product line launch
Finally, you can compile the actual product launch email. Make sure to pay special attention to your subject lines, content elements, and storytelling elements.
Come up with compelling subject lines
The importance of email subject lines cannot be overstated, especially when optimizing your email marketing for product releases. Begin by creating intrigue to capture your subscribers' attention. Compelling titles like "Discover Seven Must-Try Styles" can pique interest and boost open rates.
You can also leverage tailored messaging to show your audience you appreciate them. Address subscribers by their first name or reference their city to add a personal touch to your emails. Lastly, carefully using phrases like "for a limited time" can create a heightened sense of urgency, enticing recipients to take immediate action.
Woolworths and Greeting Island use puns to promote their new seasonal products in email subject lines.
WoolworthsSubject: Good… Better… Zest 🍊Greeting IslandSubject: Little Pumpkin on the Way? 🎃
Use the right content elements
The potency of launching a new product via email lies in its content, and the best way to start is by making sure you're using the right elements. Here are some key email content elements you can use:
Pre-header text: Pre-header text appears just below the subject line. Use it to provide additional context or tease the email's content, making subscribers more likely to open it.Strong call to action: Your email should have a clear and compelling call-to-action (CTA) button, such as "Shop Now." Make it easy for subscribers to take the desired action.On-brand content: Maintain consistency with your brand's style and messaging throughout the email. Subscribers should easily recognize emails from your brand.Dynamic content: Consider including dynamic content, like customer reviews or testimonials, especially if they showcase the product's appeal and popularity.Visuals: Include stunning visuals related to your product launch to capture attention and generate interest. Ensure your email design is visually appealing and on-brand.
Zoom has recently introduced a new AI companion feature to its users.
Subject: Introducing: Zoom AI CompanionPre-header text: Unlock your potential with our new AI assistant
Create content that tells a story
Stories resonate universally, connecting us through shared experiences, emotions, and aspirations. That's why storytelling is immensely impactful when done right. Here are some great tips to help you captivate your audience:
Customer-centric storytelling: Tell your customers why you decided to create the product and how it solves their problems. Make them the heroes of your story.Language and emotional appeal: Use language that resonates with your target audience and highlights the emotional benefits of your product. Help your subscribers see why they should care about your product.Visual storytelling: Showcase your product in real-life scenarios. Visual storytelling helps customers envision themselves using your product. Include images or descriptions that evoke a connection with the product.Authenticity: Stick to your brand's authenticity and avoid making up stories. Use real stories that relate to your product's origin and purpose.Combining information and persuasion: Strike a balance between providing information about the product and persuading subscribers to take action. Organize your content logically and tell a compelling story.
Grammarly places focus on the customer and the benefits they can get from using its premium service.
How to use automation to streamline your product launch email campaigns
You can use automation to maximize the impact of your email marketing campaigns. These strategies can help to ensure each subscriber is on a journey that aligns with their interests and behaviors:
Welcome sequences: Set up an automated welcome series for new subscribers. It kickstarts engagement and maintains their interest in your product launches. Email marketing is a marathon, not a sprint, and nurturing leads from the get-go is key.Segmentation: Automate audience segmentation, ensuring seamless movement in and out of segments. Our email marketing packages include audience management resources to help you streamline this process.Abandoned cart recovery: Implement a robust automated abandoned cart recovery email sequence. Most email service providers offer this feature to help you recover these sales.Post-purchase interaction: Create automated post-purchase email sequences. Ask for reviews, provide care instructions for the purchased product, and engage your loyal customers.
» Here's how you can create successful email campaigns with ChatGPT.
Make the most of your product launch
Launching a new product line is a pivotal moment, and email marketing can be your strongest ally on this journey. Every email sent is an opportunity to connect, engage, and convert. And with Mayple—your go-to for connecting with top marketing pros— you can make every email count.
General21 Best Email Marketing Books for 2024 (Don’t Miss This List)Email marketing provides the highest ROI of all marketing channels. Used correctly, it can help you turn your contact list into a list of brand-loyal followers ready to not just buy from you but recommend you to others, too.
There is, of course, a lot of information online on how to create successful email marketing campaigns – from how to manage inactive contacts and how to get more relevant contacts to how to make the most out of your direct mail efforts – there are tips and tricks for pretty much everyone. The same goes for whether you're at an advanced level or a beginner level, you can largely find all the information you need online.
Sometimes, though, reading books to help you with your email marketing can be more productive. It helps broaden your perspective and understand email in the context of different advertising channels. Ultimately, reading books helps you nail not just the technicalities of a new, cutting-edge email tool, but also how to create relevant messaging for your contact list and how to turn email into a genuinely valuable asset for your business.
Keep reading to learn about the best book recommendations on the art of email marketing.
Why should you read email marketing books?
Reading email marketing books offers several compelling advantages that can significantly enhance your email marketing skills. Here are some of the most notable benefits of reading books on email marketing:
Helps you make sense of all the information
If you Google "learn email marketing," you'll get no less than 2,410,000,000 results.
Blog articles, courses, and entire websites – all dedicated to teaching email marketing.
If you feel overwhelmed, it's understandable. Rather than a thousand different perspectives on email marketing, you need solid, ever-green information you can use to lay the foundation of your knowledge.
Books are ideal because they focus on providing in-depth information and insights on a specific topic, in a structured way. That's not to say that blogs and courses don't offer valuable knowledge, but books can organize the information in a more digestible way.
They can also help you gain a better understanding of the bigger picture and advance your know-how in the field. Last but not least, they tend to come with fewer distractions (like flashy ads and "Click Here!" buttons).
Offers actionable strategies and tips
Books on email marketing are usually written by industry experts and advanced marketers who have tried and tested many effective strategies. This means that the information presented is often practical and actionable. You can expect to find real-life examples, case studies, and step-by-step guides on implementing successful email marketing campaigns.
These actionable strategies help you refine your current approach or give you new ideas. And because you know they've been tried and tested, you can trust they have a high likelihood of success, too.
Teaches you more about marketing
Email marketing is only a facet of the broader marketing landscape. Reading email marketing books not only equips you with email-specific insights but also helps you master the fundamentals of email marketing.
This holistic perspective helps you develop creative and effective marketing strategies. It also inspires you to better collaborate with other functions of marketing, such as social media, content marketing, and SEO.
Builds a solid foundation
To excel in email marketing, it's essential to begin with a solid foundation. Email marketing books provide the essential building blocks, covering everything from segmentation techniques to copywriting best practices.
Learning all these basics from online sources can be a confusing process, as information is often fragmented and scattered. Books, on the other hand, can guide you step-by-step, ensuring a more comprehensive understanding of key concepts.
Maximizes how you use your email tools
Modern email marketing platforms offer many features and capabilities, many of which remain underutilized. Email marketing books unveil the secrets and shortcuts that can supercharge your campaigns. They guide you in harnessing the full potential of your email marketing tools, helping you optimize your efforts and achieve outstanding results.
You can learn anywhere, at any time
Running out of data on your phone? Going somewhere remote and can't connect to the internet? With email marketing books, that's not a problem. You can learn from them at your own pace and on your schedule. They're compact and portable, allowing you to read them anytime, anywhere.
Top 21 email marketing books to read this year
Not sure where to start? Here are 22 of the best email marketing books recommended by industry experts and successful marketers:
1. Permission Marketing, Seth Godin
About the Author:
Seth Godin is a celebrated marketing guru, entrepreneur, and bestselling author who has shaped modern marketing thinking with his innovative ideas. He is widely considered the father of modern email marketing, and this book is why.
What You'll Learn:
In "Permission Marketing," Seth Godin introduces the concept of obtaining consumers' permission before delivering marketing messages. Readers will learn how to build lasting and valuable relationships with their audience by gaining their consent, leading to more effective marketing strategies and better customer engagement.
Find it on: Amazon, Barnes & Noble, Kobo
2. Email Marketing Mastery, Tom Corson-Knowles
About the Author:
Tom Corson-Knowles is a successful entrepreneur and author, known for his expertise in marketing and self-publishing.
What You'll Learn:
"Email Marketing Mastery" is a comprehensive guide that teaches readers the ins and outs of email marketing. You'll discover how to create engaging emails, responsive email list building, and increase your email marketing ROI. This book provides actionable strategies for email marketing success, including A/B testing, optimizing for mobile, and effective automation. It also delves into advanced topics like email funnels and personalization.
Find it on: Amazon, Barnes & Noble, Kobo
3. Ultimate Guide to Email Marketing for Business, Susan Gunelius
About the Author:
Susan Gunelius is an accomplished marketer and author, known for her work in brand management and writing for top-tier publications.
What You'll Learn:
In "Ultimate Guide to Email Marketing for Business," Susan Gunelius covers all aspects of email marketing, from strategy and email list building to crafting compelling content and measuring results. This book offers a comprehensive roadmap for businesses looking to harness the full power of email marketing. Readers will gain insights into advanced email marketing techniques, such as behavioral targeting, dynamic content, and segment-specific strategies.
Find it on: Amazon, Barnes & Noble
4. E-mail Marketing For Dummies, John Arnold
About the Author:
John Arnold, a marketing consultant and author, excels in simplifying complex marketing concepts for a broad audience.
What You'll Learn:
"E-mail Marketing For Dummies" is a guide geared toward beginner-level email marketers, covering the basics of email marketing. You'll learn how to create, execute, and analyze email campaigns effectively, making it an excellent choice for those new to email marketing. The book explores contact list segmentation, email design, and effective use of subject lines. It also provides valuable tips on monitoring and improving email campaign performance.
Find it on: Amazon, Barnes & Noble
5. Being Direct: Making Advertising Pay, Lester Wunderman
About the Author:
Lester Wunderman, a pioneer in direct marketing and advertising, is celebrated for his innovative contributions to the industry.
What You'll Learn:
"Being Direct" offers valuable insights into direct marketing, which includes email marketing. You'll understand how to create advertising that resonates with your audience and maximizes your return on investment. The book delves into the principles of creating compelling content, leveraging data for targeting, and using response metrics to refine your campaigns.
Find it on: Amazon
6. The New Email Revolution, Robert W. Bly
About the Author:
Robert W. Bly is a seasoned copywriter and marketing expert, renowned for his contributions to the world of direct response marketing.
What You'll Learn:
"The New Email Revolution" explores the power of email marketing in the digital age and how to take your email marketing skills to the next level with relevant messaging. It delves into effective email strategies, copywriting techniques, and tactics to engage readers, making it a valuable resource for an email marketer. You'll learn about creating compelling subject lines, structuring persuasive marketing emails, and applying psychological triggers to drive conversions.
Find it on: Amazon, Barnes & Noble
7. The Email Lifeline, Anik Singal
About the Author:
Anik Singal is a prominent entrepreneur and digital marketer, with a track record of successful online ventures.
What You'll Learn:
In "The Email Lifeline," Anik Singal shares his email marketing strategies and insights. Readers will learn how to build a profitable email list and create compelling email campaigns that drive sales and conversions. This book provides a deep dive into why email traffic is so important, how to use free traffic to build your list, how to segment it, automate your email, and personalize your communications to enhance email marketing effectiveness.
Find it on: Amazon
8. Email Persuasion, Ian Brodie
About the Author:
Ian Brodie is a marketing consultant and email marketing specialist with extensive experience in helping businesses grow their customer base.
What You'll Learn:
"Email Persuasion" focuses on the art of persuasive email marketing. This book provides actionable techniques for crafting engaging and influential email content, helping readers improve their email marketing campaigns. You'll learn about the psychology of persuasion, building trust through emails, and optimizing your email communication to drive action and conversions.
Find it on: Amazon, Barnes & Noble
9. 300 Email Marketing Tips, Meera Kothand
About the Author:
Meera Kothand is an email marketing strategist, blogger, and author with a passion for helping entrepreneurs and marketers succeed in their email marketing efforts.
What You'll Learn:
"300 Email Marketing Tips" is a concise guide with practical tips and strategies to enhance your email marketing. Meera Kothand offers a wealth of advice, from list building to optimizing email content for better results. Readers will find insights into crafting engaging email subject lines, improving deliverability, and mastering the art of storytelling in emails.
Find it on: Amazon
10. Email Marketing Demystified, Matthew Paulson
About the Author:
Matthew Paulson is a serial entrepreneur and author who focuses on demystifying complex topics.
What You'll Learn:
"Email Marketing Demystified" is a beginner-friendly guide that provides a clear and simple introduction to email marketing. It covers the basics, list building, and effective email strategies for business growth. Readers will gain insights into optimizing email campaigns for mobile devices, improving open and click-through rates, and using analytics to refine their email marketing efforts.
Find it on: Amazon, Barnes & Noble
11. The Rebel’s Guide to Email Marketing, DJ Waldow & Jason Falls
About the Authors:
DJ Waldow and Jason Falls are seasoned marketers and co-authors, known for their practical approach to email marketing and digital communication.
What You'll Learn:
"The Rebel’s Guide to Email Marketing" takes a unique and creative approach to email marketing. Readers will discover unconventional strategies and innovative tactics to stand out in crowded inboxes. This book delves into creating engaging content, optimizing emails for mobile, and using humor and personality to connect with subscribers.
Find it on: Amazon, Barnes & Noble
12. Email Marketing Rules, Chad S. White
About the Author:
Chad S. White is a respected email marketing expert and author with a strong background in helping companies improve their email marketing practices.
What You'll Learn:
Chad S. White's "Email Marketing Rules" offers email marketers a comprehensive guide to best practices. Readers will gain insights into crafting emails that are both relevant and engaging, for improving deliverability, and utilizing automation effectively.
Find it on: Amazon
13. Email Marketing for Complex Sales Cycle, Winton Churchill
About the Author:
Winton Churchill is an experienced marketing professional with expertise in email marketing for businesses with complex sales processes.
What You'll Learn:
"Email Marketing for Complex Sales Cycle" is tailored for businesses with extended sales cycles. The book offers strategies for nurturing leads over time through email campaigns. Readers will learn about segmenting their audience, crafting targeted content, and using email automation to guide prospects through the sales funnel.
Find it on: Amazon, Barnes & Noble
14. Buyology, Martin Lindstrom
About the Author:
Martin Lindstrom is a branding expert and bestselling author known for his in-depth research into consumer behavior and marketing psychology.
What You'll Learn:
While "Buyology" primarily explores neuromarketing and the science of consumer behavior, it also touches on the role of email marketing in influencing consumer decisions. Therefore, the book is extremely valuable for every email marketer, as it provides insights into the subconscious triggers that impact buying decisions. All of this can be invaluable for creating effective email campaigns that resonate with your audience.
Find it on: Amazon, Barnes & Noble
15. 104 Ideas for Your Newsletter, Daniele Sala
About the Author:
Daniele Sala is an experienced marketing professional and author with a focus on creating engaging email newsletters.
What You'll Learn:
"104 Ideas for Your Newsletter" is a creative resource for email marketers seeking inspiration for their newsletter content. The book provides a wealth of ideas and tips for crafting engaging and valuable newsletter content that keeps subscribers eagerly awaiting your emails.
Find it on: Amazon
16. Marketing Automation & Online Marketing, George Pain
About the Author:
George Pain is a digital marketing expert and author with extensive knowledge of marketing automation and online marketing strategies.
What You'll Learn:
"Marketing Automation & Online Marketing" offers insights into integrating marketing automation and email marketing. Readers will understand how to leverage automation to streamline their marketing efforts, nurture leads, and improve overall campaign performance. The book explores the latest tools and tactics for efficient online marketing.
Find it on: Amazon, Barnes & Noble
17. Zero to $1 Million, Tiz Gambacorta
About the Author:
Tiz Gambacorta is a successful entrepreneur and marketing expert with a focus on building profitable online businesses.
What You'll Learn:
Although it isn't dedicated solely to email marketing, "Zero to $1 Million" provides a blueprint for building a successful online business, including the role of email marketing in achieving growth. Readers will learn how to create successful email marketing strategies, build responsive lists, and use email to drive revenue. The book offers practical steps for entrepreneurs aiming to grow their businesses.
Find it on: Amazon, Barnes & Noble
18. Email Marketing for Profit, Jason Morgan
About the Author:
Jason Morgan is a marketing professional and author with a keen interest in email marketing for profit.
What You'll Learn:
"Email Marketing for Profit" is a guide focused on turning email marketing into a revenue-generating channel. Readers will explore strategies for building profitable email lists, creating high-converting email campaigns, and maximizing the impact of email marketing on the bottom line. The book is an essential resource for businesses looking to monetize their email efforts.
Find it on: Amazon
19. How to Win Friends and Influence People, Dale Carnegie
About the Author:
Dale Carnegie was a renowned author and self-improvement expert, known for his timeless wisdom on effective communication and relationship-building.
What You'll Learn:
While "How to Win Friends and Influence People" is not a traditional email marketing book, its principles are highly applicable to email communication (and other digital marketing strategies)ץ Readers will gain insights into effective interpersonal skills that can be translated into creating more engaging and persuasive email content. The book offers valuable lessons on building rapport, understanding human psychology, and fostering positive relationships – all skills you can apply when you create and send inbound and outbound email marketing campaigns.
Find it on: Amazon, Barnes & Noble
20. The SaaS Email Marketing Playbook, Etienne Garbugli
About the Author:
Etienne Garbugli is an experienced marketer and author with a focus on email marketing for Software as a Service (SaaS) businesses.
What You'll Learn:
"The SaaS Email Marketing Playbook" is tailored for SaaS companies looking for effective email marketing strategies. Readers will discover strategies for acquiring and retaining customers, reducing churn, and maximizing the revenue potential of their SaaS business. The book focuses on a SaaS-specific understanding of email marketing and includes plenty of practical advice, like tactics, onboarding sequences, and customer retention strategies.
Find it on: Amazon, Barnes & Noble
21. Holistic Email Marketing, Kath Pay
About the Author:
Kath Pay is an email marketing strategist and author, known for her holistic approach to email marketing.
What You'll Learn:
"Holistic Email Marketing" takes a comprehensive approach to email marketing, focusing on the entire customer journey. The book offers practical guidance in creating cohesive email marketing strategies that align with other marketing channels and touchpoints. The book explores the importance of integration, personalization, and data-driven decision-making in email marketing, making it an essential resource for marketers aiming to create a unified customer experience.
Find it on: Amazon, Barnes & Noble
How to choose your email marketing books
Arguably, there are fewer email marketing books than online resources. Even so, there are still a lot of books you can choose from, so you might want to build a framework to help you choose the ones that will have maximum impact on your learning. Here are a few tips to help you choose the best email marketing books for you:
Easy to read
Complex jargon and convoluted explanations can be a major turn-off. Opt for books that present information in a clear, easy-to-understand manner. Seek concise writing, well-structured chapters, and real-life email marketing examples that showcase the concepts discussed.
Relevant
Email marketing is a constantly evolving field. Ensure that the book you choose is pertinent to the contemporary email marketing landscape. Pay close attention to publication dates, as strategies that were effective several years ago may no longer be applicable today.
Recency
While the core principles of email marketing have largely remained the same, the email service providers, technology, and consumer behaviors surrounding it constantly evolve. Choose books that cover the latest developments in email marketing software, design trends, and user preferences. Staying up-to-date is essential for success.
Practical
Theory is valuable, but practical application is even more so. Look for books that provide actionable advice and real-world examples. The best email marketing books not only elucidate theory but also guide you in implementing those concepts in your campaigns.
The author
The credibility of the author is paramount. A well-regarded author can be the difference between a valuable read and a waste of your time. Look for books authored by industry experts, successful email marketers, or individuals with a track record of providing insightful content. Authorship matters.
Reviews
You might also want to check out book reviews before making a purchase. See what other readers have to say about it and whether they found it valuable. This can give you an idea of whether the book suits your needs and learning style.
Turn the page on your email marketing strategy
It doesn't matter if you want to build a Father's Day email campaign, a Black Friday and Cyber Monday strategy, or simply gain a better understanding of what drip campaigns are (and how to do them well). Books can be an excellent source of knowledge and inspiration for email marketers. And whether you're a beginner or an experienced marketer, there's always something new to learn about email marketing.
These 22 books cover many topics, from list building and email content creation to advanced strategies for driving conversions and revenue through email. They are written by professional marketers and provide valuable insights, practical tips, and real-life examples that will help you elevate your email marketing game.
So turn the page on your email marketing strategy and start exploring these resources today. With the right knowledge and guidance, you can take your email campaigns to new heights and achieve success in this ever-evolving digital landscape.
Need someone to help you? Hire an expert email marketing consultant vetted by Mayple. We'll match you with the best one for your industry, in a matter of days!
General4 Most Important Features of a Modern Email Marketing ToolEver felt like your current email marketing tool is holding your business back? Frustrated with limitations that seem to stunt your growth? You're not alone. Email marketing tools are not made equal and can either be a catalyst for growth or a stumbling block to success. Let's explore the key features to prioritize when searching for an email marketing tool so you can get in on that 174% conversion rate offered by this highly effective marketing channel.
Meet the expert
Sandra Stepan, a seasoned digital marketing and eCommerce expert, is the founder of SnapAdvantage. Her diverse portfolio includes collaborations with startups and companies with $20 million in annual recurring revenue (ARR), solidifying her as a leading resource for brands seeking growth and revenue optimization.
What is an email marketing tool?
An email marketing tool is a specialized software or platform designed to simplify the entire process of managing email campaigns. These tools are invaluable for promoting products and services and providing important information to a specific target audience. They offer a range of features, such as professionally designed email templates, and analytics dashboards.
They enable you to create visually appealing email campaigns, automate your email communications, and segment your audience effectively.
» Looking for some inspiration? Check out these email marketing examples.
Key features of a modern email marketing tool
When you're on the hunt for the perfect email marketing tool, you'll want to keep an eye out for the following essential features that can supercharge your business growth:
1. Segmentation
Segmentation enables you to divide your audience based on various criteria like demographics, behavior, and preferences. It can help you improve your email campaigns, save resources by avoiding unnecessary A/B testing, and tailor your message to the tee. Here's an example of segmentation by Kalviyo:
2. Personalization
In today's world, generic communication just won't cut it. You need personalized content that fosters meaningful connections. Modern email marketing tools offer advanced personalization that goes way beyond merely addressing the recipient by name. For example, Mailchimp allows you to personalize subject lines, like so:
You can customize your emails based on a host of other factors, creating a stronger connection with your audience. Here are a few suggestions:
Dynamic content: Tailor the content of your emails dynamically based on various factors such as customer behavior, preferences, or demographics.Personalized subject lines: Craft subject lines that resonate with individual recipients, leveraging their preferences or previous interactions.Geotargeting: Send location-specific content or promotions to engage audiences based on their geographical location.Interactive content: Incorporate interactive elements such as quizzes or surveys, adjusting subsequent communications based on user responses.Personalized Calls to Action (CTAs): Tailor the CTAs in your emails to align with the specific interests or needs of different segments within your audience.
3. Automation
Automation is when you send triggered emails on demand to maximize efficiency and relevance. Email marketing automation also allows you to deliver timely and highly relevant content to your subscribers, depending on where they are in their customer journey, as you can see from this Klaviyo example:
Here are a few automations you can implement in email marketing for precise targeting and high ROI:
Lead nurturing sequences: This is a progressive series of emails designed to educate and nurture leads, moving them through the sales funnel.Upsell and cross-sell emails: These are automated messages promoting complementary or upgraded products to existing customers based on their purchase history.Thank you emails: Automated messages designed to express gratitude and appreciation to customers for their purchases, loyalty, or engagement with your brand.Abandoned cart emails: These emails are automatically triggered when a customer adds items to their cart but doesn't complete the purchase.Product recommendations: Automated emails suggesting products based on a customer's past purchases or browsing behavior.
Automation is one of the biggest advantages in email marketing so use it often. And after you set up an automation you have to analyze it.
4. Analytics
Analytics provide insight into your email marketing performance so you can better understand your target audience's preferences and behavior. Leveraging this analytics data allows you to make informed decisions that'll enhance your open rates and ultimately drive your business toward its goals. For instance, Brevo offers real-time data on your email campaigns:
Based on the data, you can experiment with various elements like send times, sender names, and subject lines. It's all about understanding your audience and tailoring your emails to their preferences over time.
Pro tip:If you're new to email marketing, focus on understanding your audience first. Start with basic personalization and use a simplified approach, gradually expanding as you gain experience.
» Try these marketing analytics tools to make sense of your data.
Top email marketing tools
Here are a few email marketing tools to consider if you're looking for any of the features listed above:
MailChimp
MailChimp allows for segmentation based on demographics, purchase history, and engagement. It also provides a visual automation builder, detailed analytics, and personalization options like merge tags and conditional logic for tailored emails.
Klaviyo
Klaviyo offers advanced segmentation capabilities based on customer behavior and uses dynamic variables, product recommendations, and personalized subject lines for tailored content. It also includes pre-built and custom automation workflows and offers in-depth reporting on email performance.
ActiveCampaign
ActiveCampaign provides robust options for creating segments based on user interactions and personalization recommendations that come from customer data. It also excels at automation with a visual builder for creating complex workflows and provides comprehensive analytics.
» Want to look at more tools? Check out our list of the best email marketing software for 2024.
Your email marketing toolkit
Email marketing is one of the most cost-effective ways to connect with your audience at just the right moment, making it ideal for building customer loyalty and boosting conversions. But you need the right email marketing tools to make the most of it.
In fact, your choice of email marketing tool is just as important as the amazing campaigns you dream up. And once you've made your choice, make sure to partner with an email marketing expert to optimize your chances of success.
Top expertsSmall Businesses: You Need These Top 4 Email Marketing Software ToolsWith the potential to improve your ROI by a factor of 2-4, email marketing should be the cornerstone of any marketing strategy. It's a highly effective way to reach your target audience directly, nurture leads, and drive conversions.
But, with all the email marketing software tools out there, finding the right one for your business can be confusing. That's where we come in.
In this guide, we'll explore the key factors to consider when choosing an email marketing software tool, plus a few recommendations to get you started.
4 top email marketing software tools for small businesses
MailChimp - Best value for moneyActiveCampaign - Best for automated email campaignsHubSpot - Best for B2B businessesSnapAdvantage - Best for email expertise
Our methodology: How we reviewed the best email marketing software tools
To find the best email marketing options, we compared several key factors including:
Range of features (templates, drag-and-drop editors, etc.)Pricing (monthly vs. list size, overall cost)Ease of use (beginner vs. advanced)Integrations (number and variety)Automation (workflow automation, autoresponders, etc.)
What is an email marketing tool?
An email marketing tool is any software or platform that helps you create, send, and track email campaigns.
It simplifies the process of designing emails, managing subscriber lists, analyzing campaign performance, etc. So, it's a great way for business owners like you to promote products, services, or information to a targeted audience via email.
» Want to sell without sounding salesy? Learn to use transactional emails like a pro
For over 20 years, MailChimp's been the buddy small business owners lean on, giving them the same digital marketing tools that larger competitors enjoy. The platform boasts an impressive array of features for the price, including a user-friendly editor, Mailchimp surveys, a site builder, and A/B testing that allows you to optimize your campaigns for maximum impact.
Price — Starts at $9.90/monthFree trial — No, but there's a free planEase of use — Easy for beginners
» Drive better email marketing results with these MailChimp A/B testing ideas
ActiveCampaign offers email marketing features like time-saving automation and seamless CRM integration for easy access to customer data. This is in addition to insightful site tracking, effective lead scoring, and even SMS messaging to add a personal touch to your outreach.
Price — Starts at $29/monthFree trial — Yes, 14 daysEase of use — Intermediate
» Want to boost your sales and engagement? Consider these SMS strategy must-haves
HubSpot is an all-in-one marketing platform that seamlessly combines essential elements—CRM, landing pages, analytics—into one easy-to-use hub. Its email marketing capabilities are user-friendly, meaning you can set up and manage email campaigns "without waiting on designers or IT."
Price — Starts at $20/monthFree trial — No, but there's a free planEase of use — Easy for beginners
Although primarily focusing on user-generated social media marketing, SnapAdvantage offers a robust email and text marketing service. To achieve effective omnichannel marketing, SnapAdvantage can help you combine your social media marketing efforts with text and email marketing campaigns—potentially generating 20-40x ROI monthly.
Price — Contact for a custom priceFree trial — NoEase of use — Easy for beginners
What to look for in an email marketing tool
Choosing the right email marketing tool will depend on the specific needs of your business, the size of your email list, your budget, and the features you need for your email marketing campaigns. Here are the core criteria you can look at when evaluating email marketing tools:
Ease of use: Your email marketing software should be user-friendly with an intuitive interface. Time spent struggling with a tool is time taken away from core business activities.Cost: Consider both the immediate costs and potential long-term costs as your subscriber list or feature needs grow.Scalability: Make sure the software can cater to your needs as your business grows. Frequent platform switches can be disruptive and costly.Integrations: Check for compatibility with other tools you use, like CRM systems, eCommerce platforms, and social media integrations. This can help to streamline workflows, maintain data consistency, and lead to more upsells and faster deals.Segmentation features: Robust segmentation capabilities are essential for targeting different industries, company sizes, or stages in the buying cycle.Personalization and automation: Personalized content can significantly enhance engagement. Look for tools that allow automated email workflows based on user behaviors or specified triggers.Analytics and reporting: Comprehensive insights into open rates, click-through rates, bounce rates, and more can guide strategy and improve campaigns over time.Deliverability: Make sure the tool has a good reputation for getting emails into recipients' inboxes and not spam folders.Templates and design: Access to well-designed, mobile-responsive templates can save time and ensure your emails look professional. Customer support and community: A responsive support team and a vibrant user community can be invaluable, especially when you run into challenges or need tips.
Possible considerations and limitations
While these tools are good at some things, they also have limitations. Let's take a look at a few and see how each platform stacks up:
Templates
Mailchimp only comes with generic templates, and brands often have to create and save their own templates. HubSpot and Active Campaign offer a wider range of templates, allowing you to skip the hassle of writing a brand-new email every single time. SnapAdvantage is a marketing service, so they'll help you create unique content for your brand instead of utilizing templates.
Learning curves
ActiveCampaign's powerful features can be overwhelming for some, yet its CRM capabilities aren't as exhaustive as specialized CRMs. Meanwhile, the various options HubSpot offers can be downright daunting for beginners to navigate. Again, as a marketing service, SnapAdvanatge will be your partner through your marketing activities so the learning curve isn't necessarily big.
The cost factor
HubSpot's premium pricing may not make sense for some small B2Bs, and there's potential for platform lock-in, as migrating away from the platform after deep integration can be challenging. On the other hand, Mailchimp offers a cost-effective option with free tiers and scalability, while ActiveCampaign's prices can escalate as contacts increase. SnapAdvantage doesn't list specific pricing plans on their website. Instead, they request users to book a call.
Integrations
As briefly mentioned, seamless integration with other business tools, such as CRM systems, is vital for B2B email marketing success. ActiveCampaign and HubSpot excel in integrations, while Zapier can bridge gaps for Mailchimp. SnapAdvantage doesn't mention any specific integrations.
Personalization and segmentation
In B2B email marketing, personalization and segmentation are of utmost importance. All of the email marketing software tools offer great options for personalization, including merge gaps, custom fields, and dynamic content.
Analytics and reporting
For actionable insights, you want to focus on analytics such as the open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, behavioral insights, segment-specific reports, revenue attribution, and list growth rate. All of the recommended tools stand out in providing comprehensive analytics.
User experience and training
User-friendliness and ease of adoption are crucial for small businesses. That's why you want to look for platforms that offer intuitive interfaces and comprehensive training resources. Mailchimp and ActiveCampaign do this well with a helpful and simple task roadmap and a getting started hub, respectively. HubSpot offers a lot of helpful training information in its knowledge base, but it can be a bit tricky to find your way around. SnapAdvantage is with you every step of the way in your email marketing journey, so you have an expert to turn to.
Choose right the first time
Selecting the right email marketing software for your small business is a significant step that can completely transform the trajectory of your company. When making your decision, be sure to consider your unique needs and goals and prioritize features, ease of use, and scalability. And don't forget to leverage the power of personalization and analytics. With the right tool—and an experienced email marketer to help you wield it—you too can unlock the full potential of email marketing and drive growth for your business in 2023 and beyond.
Meet the expert
Sandra Stepan, a seasoned digital marketing and eCommerce expert, is the founder of SnapAdvantage. Her diverse portfolio includes collaborations with startups and companies with $20 million in annual recurring revenue (ARR).
Email MarketingLocal Email Marketing Tips For Small BusinessesMore than 80% of all small businesses rely on email marketing as their marketing channel to drive sales and create brand loyalty among their customers. If you're not doing it yet, you're likely leaving money on the table.
Here's the thing: email marketing can be confusing. Between tools, tactics, and strategies, it's easy to get lost in the web of information out there. And with the average office worker receiving 121 emails per day, how do you make sure your email stands out from the rest?
We've put together a guide to help you with your local email marketing. Keep reading if you want to learn more and (finally!) get a grip on how to use email to fuel your small business.
What is local email marketing?
Local email marketing is a low-cost, highly efficient marketing channel local businesses can use to get their message directly to prospects in the surrounding area.
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Difference between local and traditional email marketing
In essence, local and traditional (non-local) email marketing aren't that different. They both happen online, need email lists, and use email marketing software. However, there are some notable differences to be aware of too:
Local contacts
The first and most important difference is that local email marketing requires a segmented list of contacts geographically close to the business. This allows for targeted and relevant messaging based on location-specific information, such as upcoming events or promotions in the area.
Smaller lists
The second key difference lies in the size of the email lists. With local email marketing, the lists are typically smaller since they're confined to a specific geographic area or community. Businesses targeting a local audience thrive on the quality of relationships rather than the quantity of contacts.
Higher level of personalization
The local nature of this type of marketing allows business owners and email marketers to craft more personalized, direct emails that resonate with recipients, potentially leading to higher engagement rates. Smaller lists also make it easier to manage and track the performance of campaigns, providing valuable data-driven insights for optimizing future marketing strategies.
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More focus on announcements
Unlike "traditional" email marketing, local emails are more focused on announcements (rather than promotions meant to drive direct sales). Some types of announcements you can incorporate into your local marketing strategy include:
Monthly changes to the menuEvents you're organizingNew products just inNew wall artCollaborations with other local businessesSponsorship or participation in local eventsSeasonal deals or discountsCommunity-related news or updatesUpdates related to business hours or services due to local events or holidaysEmployee spotlight or introductionCustomer testimonials and reviewsInformation about loyalty programs or customer rewards
What businesses can use local email marketing?
Pretty much every small local business can benefit from using email marketing. Some examples include:
BakeriesRestaurantsCoffee shopsBoutiques and retail storesSalons and spasGyms and fitness studiosLocal service-based businesses (plumbers, electricians, landscapers, etc.)
Advantages of email marketing
If you're wondering if it's worth investing in local email marketing, the short answer is "yes." Here's why:
Building better customer relationships
Local email marketing is an ideal tool for cultivating stronger customer relationships. Unlike large-scale email campaigns, local email marketing focuses on a smaller audience, allowing businesses to get to know their customers intimately.
When they use personalized content that is relevant to the local community, businesses can demonstrate their understanding of their customers' needs and their commitment to the local region. This generates a deeper connection and trust between the business and the customer.
Also, local email marketing allows businesses to regularly stay in touch with their customers, updating them on the latest news, products, or events. This consistent communication helps keep the business at the top of customers' minds, fostering loyalty and encouraging repeat business.
Driving more sales
Local email marketing is a powerful tool that can significantly boost sales for small businesses. The high level of personalization possible through this approach helps capture the customer's attention and cultivate interest in your offerings. Businesses can pique their customers' curiosity and potentially trigger purchases by providing up-to-date information about new products, services, or upcoming events.
Moreover, local email marketing campaigns can feature special offers, discounts, or loyalty programs, incentivizing customers to make repeat purchases or even bringing in new customers through referrals. In essence, local email marketing drives immediate sales and lays the foundation for a sustainable, long-term customer base by fostering strong relationships built on trust and engagement.
Achieving a higher ROI
Of all digital channels, mail marketing brings one of the highest ROI (return on investment): $36 for every $1 spent. There are several reasons for this:
It's low-cost. Local email marketing doesn't require a significant financial investment, making it accessible for even the smallest businesses.It's highly targeted. By sending emails to a segmented list of contacts, businesses can eliminate wasted spend on disinterested recipients and focus their efforts on those most likely to convert.It's trackable. Through email marketing software, businesses can easily track the performance of their campaigns, including open rates, click-through rates, and conversions. This data provides valuable insights for optimizing future marketing strategies.It's flexible. Businesses can easily modify and adjust their email marketing strategies to cater to specific goals or events, making it a versatile tool for any business.
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Bringing more in-store traffic
As mentioned before, most local emails are focused on announcing events and in-store promotions, which can effectively drive more traffic to physical stores. By creating a sense of urgency and exclusivity around these events, businesses can encourage customers to visit the store to take advantage of deals or attend events. This drives sales and creates opportunities for in-person interactions and relationship-building.
Learning more about your customers
Local email marketing provides a unique opportunity for businesses to learn more about their customers. By keeping track of the responses and interaction rates to specific email campaigns, businesses can gain insights into the preferences and buying behaviors of their customers.
This information can be instrumental in shaping future marketing strategies, product development, and service offerings. Additionally, businesses may use surveys or feedback forms within their email campaigns to directly gather customer opinions and suggestions. This two-way communication can help businesses fine-tune their operations to better cater to customer needs, ultimately enhancing customer satisfaction and loyalty.
How to run local email marketing for a small business
Running local email marketing campaigns can be overwhelming, particularly if you're a small business owner with limited time on your hands and a small team. However, it can be quite straightforward once you get everything set up.
Here's where to start:
Choose the right tool
An email marketing tool is an application that enables businesses to plan, execute, and monitor email marketing campaigns. It is an essential tool for small businesses to communicate effectively with their customers or potential customers in an organized, efficient, and scalable manner.
Email marketing tools allow you to:
Craft professional-looking emailsSchedule them for optimal timesManage your contact listsAnd analyze the effectiveness of your campaignsAutomate your email campaigns (to save your time and ensure consistency)
Investing in an email marketing tool can be a game-changer for small businesses. With proper utilization, it can help you reach a wider audience, create meaningful engagement, boost conversions, and foster customer loyalty, all of which contribute to your business's growth.
There are many email software options available on the market, so, when searching for the right one, make sure it has the following features:
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Personalization
Personalization in email marketing refers to the practice of targeting email campaigns to specific individuals by using data and information about the recipient. This technique is vital as it allows businesses to speak directly to the customer's needs and interests, increasing engagement and conversion rates.
Design templates
Design templates in email marketing are pre-formatted layouts that can be used for crafting emails. They are crucial as they save time, ensure consistent branding, and enhance the visual appeal of emails. This increases readability and engagement rates among recipients.
Drag and drop
A drag-and-drop interface in email marketing tools allows users to create and design emails by simply dragging and dropping elements into their layout without coding. This feature is crucial as it simplifies the email creation process, making it accessible even to those with minimal technical skills, and allowing for greater creative freedom and customization.
Custom branding
Custom branding in email marketing allows businesses to include their logo, color scheme, and other brand elements in their emails. This ensures brand consistency across all communications, reinforces brand identity, and enhances recognition and trust among potential customers.
Analytics
Analytics and reporting features will pro vide you with quantitative data on the performance of your campaigns, including open rates, click-through rates, and conversions. This feature is crucial as it helps businesses understand what works and what doesn't in their approach, enabling them to optimize future campaigns and achieve better results.
A/B testing
A/B testing involves trialing two versions of an email to see which one performs better. It's an essential feature, as it allows businesses to test various elements, such as subject lines or content layout, to optimize email effectiveness and increase conversion rates.
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Pro tip! When running A/B tests, remember to only test one variable at a time, such as your subject line, content, header image, and so on. If you need help setting up A/B tests that drive relevant insight, hire an email marketing consultant to help you with their experienced input.
Segmentation
Segmentation in email marketing is the practice of dividing your email subscribers into smaller groups, or "segments," based on specific criteria like demographics, buying behavior, or engagement levels. This tactic is crucial as it enables businesses to deliver more personalized and relevant content to their audiences, thereby improving engagement rates and boosting conversions.
Form building
Form building in email marketing refers to the creation of custom forms to capture audience data. It is crucial because it allows businesses to collect valuable information from subscribers, such as their interests and preferences, enabling the delivery of more personalized and targeted email content.
Responsive design/ mobile-friendliness
Around 41% of email recipients open and read their emails on their phones, which means you need to make sure your emails are optimized for mobile devices. Having a responsive design in your email marketing tool is crucial as it ensures that your emails look great and function well on different screens and devices.
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Create a signup form
Signup forms are how you capture email contact information. You can create them with a form builder (like Typeform, 123FormBuilder, or Google Forms) and embed them on your website, social media platforms, or use them as a link in email signatures. Consider trying different form types (such as pop-ups, embedded forms, and sliders), experimenting with their placement on your site, and optimizing copy to attract more subscribers.
Many email marketing platforms also come with signup form capabilities, making it easy to create and integrate a form with your email database. Some email marketing tools also offer pre-designed templates for signup forms, streamlining the process even further.
Build your email list
Once you have an email tool and a signup form, it's time to grow your email list. Here are some ways you can build a robust and engaged email list:
Online marketing tactics
You can use online marketing tactics like social media and search engine optimization (SEO) to drive traffic to your website or landing page, where you can showcase your email signup form. You can also include links to your form in your social media bio, posts, and stories.
Offline/traditional marketing tactics
Don't neglect traditional marketing tactics, as they can be an effective way to reach people offline and direct them to your online presence. Consider including a link or QR code for your email signup form in business cards, brochures, flyers, and other physical marketing materials.
Also, encourage subscriptions when people are in store, host local events, and take the opportunity to capture email contacts after business transactions. Don't neglect partnering with other businesses to cross-promote each other's email lists; this can be an effective way to reach new audiences.
Segment your list into different groups
Email segmentation is essential because it allows you to personalize your content and deliver relevant, targeted messages to specific groups of subscribers.
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Here are some common ways you can segment your email list:
By demographics
Segmenting based on demographics allows businesses to target audiences with similar characteristics, such as age, gender, location, income level, and more.
By interests or preferences
Segmenting by interests or preferences involves grouping subscribers based on their hobbies, likes, and dislikes, or specific products or services they have shown an interest in. This enables businesses to deliver highly targeted and relevant content that resonates with each subscriber.
By engagement levels
Segmenting by engagement levels involves dividing your audience into groups based on how frequently they open, click, and interact with your emails. This tactic helps you identify highly engaged subscribers who are more likely to convert and those who may need re-engagement efforts.
Types of emails you can send
There are many types of emails you can send to your subscribers, depending on your business goals and audience. Here are some common types of emails:
Welcome emails
Welcome emails are the first email your subscribers receive after signing up for your email list. They are a great opportunity to introduce yourself, set expectations, and provide value.
Promotional emails
Promotional emails are used to promote products or services, offer discounts or deals, and encourage purchases from subscribers.
Newsletters
Newsletters typically contain curated content such as blog posts, industry news, updates, and tips relevant to your audience. They are a great way to keep subscribers engaged and informed.
Transactional and post-purchase emails
Transactional emails are sent in response to a specific action or transaction made by the subscriber, such as order confirmations, shipping notifications, and account updates. These emails have high open rates and can also be used for personalized cross-selling or upselling opportunities
Re-engagement emails
Re-engagement emails are messages you send to inactive subscribers who haven't opened your emails in a while. Some examples include offering an incentive or asking for feedback to re-engage them and bring them back into the fold.
Special event emails
There are plenty of events your local business can tap into to drive more in-store traffic and sales. BFCM emails (Black Friday and Cyber Monday) are just the tip of the iceberg; you can also send emails for holidays, seasonal sales, and other special events to keep your subscribers engaged and up-to-date. Examples include St. Patrick's emails, Mother's Day emails, and so on.
Choose your email design
There are two main ways to design marketing emails:
Plain text (HTML-free) emailsHTML emails with design elements such as images, colors, and formatting.
Both approaches have their pros and cons. For example, plain text emails can feel more personal and less overwhelming to busy inboxes; however, HTML emails allow for more creativity and branding opportunities. Consider testing both formats to see which resonates best with your audience.
Whichever style you choose, make sure your emails are visually appealing, easy to read and navigate, and optimized for mobile devices. Also, keep in mind email design best practices such as using a clear call-to-action (CTA) above the fold (the first part of the email), including alt text for images, and avoiding too much clutter or excessive use of fonts and colors.
Track your results
One of the best parts about local emails is that you can track your results quite easily. Most email marketing tools offer robust analytics and reporting features that allow you to measure key metrics such as open rates, click-through rates, conversions, and more. Use this data to improve your email campaigns and achieve better results constantly.
Some of the email metrics you can measure include:
Open rate: how many people in your list opened your emailClick-through rate (CTR): how many people in your list clicked on your email linkBounce rate: how many emails were not delivered in a given campaignUnsubscribe rate: how many contacts unsubscribed (compared to the total number)Conversion rate: how many conversions your emails drove, out of the total number of deliveriesIn-store visits: how many people visited your store/office after reading the email (measured by running quick polls with visitors)
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Challenges of local email marketing
Local email marketing is a great way to promote your business, but it does come with its own set of challenges. Here are some common challenges you may face when implementing local email marketing:
Building a subscriber list
As a local business, gaining subscribers can be a challenge, especially if you don't have an established online presence or customer base. Consider offering incentives or partnering with other businesses to expand your reach and grow your list.
Delivery issues
Delivery issues in local email marketing often stem from a variety of factors. The most common issue is the presence of poor-quality email addresses in your subscriber list. This can occur due to typographical errors during the subscription process or the use of temporary or fake email addresses.
Another significant factor affecting email deliverability is the sender reputation. If your previous emails have been marked as spam or have had a high bounce rate, Internet Service Providers (ISPs) might block or direct your emails to the spam folder.
Lastly, compliance with email laws and regulations like the CAN-SPAM Act and GDPR is crucial. Non-compliance can lead to emails being filtered out by spam filters, blocking your communication from reaching your subscribers' inboxes. Always ensure that your local email marketing strategy adheres to these regulations and best practices to minimize delivery issues.
Design problems
Design is a crucial aspect of email marketing, and local businesses often face several design-related challenges. One common issue is the lack of consistency in design and branding across different campaigns. Consistent branding, which includes the use of company logos, color schemes, and typography, is vital to make the emails instantly recognizable to subscribers. Also, complex layouts with too many graphics can make an email look cluttered, confusing the reader and distracting them from the primary message or call-to-action.
Another significant problem is the lack of mobile optimization. With increasing numbers of users checking their emails on mobile devices, emails not optimized for mobile can be hard to read and navigate, leading to poor user experience and low engagement rates.
Top 12 local email marketing best practices
Need more tips to guide your local email marketing strategy? Here are 12 best practices that can help you make the most out of your campaigns.
Show expertise
Email is a great channel to show expertise, whether by sharing industry news, tips, tricks, or other relevant information. This can help build trust with your subscribers, establishing you as a reliable source of knowledge in your field.
For instance, if you run a plumbing business, you could use your email marketing to share tips and tricks on maintaining household plumbing systems or common DIY fixes for minor issues. Likewise, if you run a local restaurant, you could share recipes or cooking techniques to give your subscribers a taste of your brand's expertise.
Stay personal
Personalization is key in local email marketing because you're communicating with people in your community. Digital channels can feel cold and distant, and email is a great way to bring that "mom-and-pop business" tone of voice back into your online marketing efforts. Use segmentation, local language, and references to local events to make your emails feel more personal and relatable.
(Not a local business, but a great example of personalization that can be applied to local businesses)
Ask for feedback
Want to grow your small local business? Asking your subscribers for input!
You may not get answers from everyone on your list, but your loyal customers will be more than happy to share their suggestions with you. Also, take complaints as an opportunity to improve, too. Nobody's perfect, but aiming to be better is a great way to keep on growing as a small business.
Localize your subject line
Keep your subject line local with language and references, as it makes people more likely to open your emails. Rainy day? Bring that into your subject line. Local city council running an event? Or maybe the main street was unusually crowded today? Bringing these things into your subject line builds rapport with people, and shows you are genuinely involved in the community.
Leverage user-generated content (UGC)
User-generated content is content created by your customers, such as reviews, social media posts, or images. Incorporating UGC into your email marketing can make your campaigns more authentic and relatable to local subscribers. It also acts as social proof for your business and can help build customer trust and loyalty.
Make it easy for customers to subscribe
If you want to grow your email list, you must ensure it's really easy for people to subscribe. Make your signup form accessible, and don't ask for too much detail. A name and an email address should be more than enough to get started. Also, consider adding a signup option on your website's homepage and social media pages to capture more subscribers.
Stay compliant
It's easy to fall into the trap of thinking you're just a small local business and you don't have to worry about email regulations. However, compliance with laws and regulations like the CAN-SPAM Act and GDPR is crucial for all businesses, regardless of size. Non-compliance can lead to hefty fines and damage to your brand's reputation – not to mention hefty fines if someone decides to file an official complaint.
Run regular promotions
Email marketing is an excellent channel for promoting your products or services. Consider running regular promotions and exclusive discounts for your email subscribers to keep them engaged and returning. You can also use emails to announce new products, services, or special events happening at your business.
Maintain data hygiene
As boring as it may sound, keeping your email list clean and tidy is crucial for the success of your campaigns. Regularly clean up your list by removing inactive or incorrect email addresses, and segment your subscribers based on their engagement levels. This will help improve deliverability and ensure that your messages are reaching the right people at the right time.
Include a clear CTA
This might come without saying, but you'd be surprised how many email campaigns forget to include a clear call-to-action (CTA). Without a CTA, your subscribers won't know what action you want them to take, and your campaign's goals will not be met. Your CTA should stand out, be concise and instructive, and placed in an easily noticeable location within the email.
Always test your emails
Don't rush to click that "send" button before you run a quick test send. Doing this helps ensure that they appear and function correctly on different devices, email clients, and browsers. It's also an excellent way to catch any typos or errors before you send the final version to your entire list.
Stay consistent
... Across the board. Your design, tone of voice, and email recurrence should all be consistent to build a strong brand image and customer trust.
This also applies to the frequency of emails. Don't send too many or too few, as both can negatively impact your engagement rates. Find a balance that works for your business and stick with it consistently.
From agora to inbox: keeping local matters on locals' radars
In Ancient Greece, the agora was the central meeting place where people gathered to exchange news and ideas, as well as conduct business. The issue with using the same news delivery system in the 21st century is that communities are (generally) much larger, and businesses are noisier (and larger in number too).
Your customers' email inboxes can serve a similar purpose – with the added convenience of being able to reach people's attention directly. By creating engaging and personalized email content, you're essentially bringing a mini agora into your subscribers' inboxes. This allows you to keep local matters top-of-mind for your customers and foster a sense of community within your email list.
So, what are you waiting for? Have you started building your local email list yet?
If you need help, let us know. Contact Mayple and we'll match you with an affordable, efficient, vetted email marketing agency to help you get things off the ground. We'll have you working together in less than three days.
GeneralUnderstanding Email Marketing Executives: Roles and ResponsibilitiesIn the digital sphere, everyone's trying to grab your attention. Social media, ads, SMS marketing—it's like a never-ending party. However, as a brand, email marketing gives you a unique opportunity to convey your message directly to an audience that genuinely wants to hear from you. Consider that email marketing has an impressive return on investment (ROI)—30-35x for smaller businesses and even 40-45x for more high-profile campaigns.
But, to get in on that ROI, you may need the help of an email marketing expert or manager as they play a crucial role in orchestrating successful email marketing campaigns. Below, we explore:
Key email marketing executive roles and responsibilitiesHow email marketing executives collaborate in a teamAn email marketing executive's approach to creating an email marketing strategyCritical tools an email marketing executive needs
» Let Mayple's AI algorithm match you with a vetted email marketing expert who gets you and your brand.
Meet the expert
Sandra Stepan, a seasoned digital marketing and eCommerce expert, is the founder of SnapAdvantage. Her diverse portfolio includes collaborations with startups and companies with $20 million in annual recurring revenue (ARR), solidifying her as a leading resource for brands seeking growth and revenue optimization.
Key roles and responsibilities of email marketing executives
Email marketing executives play a crucial role in designing, executing, and optimizing email marketing campaigns to reach and engage with target audiences effectively. While their responsibilities may vary depending on the organization's size and specific needs, there are some key roles and responsibilities typically associated with the position:
Create an email marketing strategy
Effective email marketing starts with a well-thought-out marketing strategy and plan. This includes:
Setting clear goals for the email marketing campaign that aligns with the overall objectives of the organization.Creating an editorial calendar aligned with marketing events.Determining the ideal email cadence—daily, weekly, or otherwise—for consistency.
Set up automated emails flows
Email marketing executives set up automated email flows, such as cart abandonment emails, welcome email series, post-purchase flows, and browser abandonment flows.
This starts by segmenting your audience based on particular actions or events, allowing them to send targeted emails and increase your chances of conversion.
Compile email campaigns
Crafting the actual email campaigns is another core responsibility. Email marketing experts design campaigns based on predefined templates, often developed in collaboration with design and programming teams. These campaigns require meticulous planning, including defining the content, tone, voice, copywriting, and graphics.
» Follow this copywriting guide to craft emails that stand out.
Build and grow an email list
Building and maintaining an email list is a continuous effort. Email marketing executives use strategies like pop-ups, content marketing, partnerships, and ads to keep your email list growing.
To fully attend to their roles and responsibilities, email marketing executives can't operate in isolation. They have to work closely with the entire marketing team. Consider that when your email marketing, social media, and other teams are in sync, it's much easier to maintain a consistent brand voice across platforms. For example, if your social media team is launching a new product promotion on Instagram or TikTok, coordinating this with your email marketing campaign results in complementary messaging and perhaps even better results.
How email marketing executives ensure effective collaboration across the board
To ensure seamless collaboration with other departments, email marketing executives typically practice the following:
Utilize brand guidelines
An email marketing executive must always have brand guidelines for all the brands they work with to ensure consistency. These guidelines typically include details such as colors, typography, brand voice, and overall aesthetics.
Communicate design requests clearly
While email marketing executives don't always delve deeply into graphic design, collaboration with the design team is crucial for creating visually appealing campaigns. When working with designers, email marketers must provide clear design requests and outline the copy and specifications they need for the graphics, ensuring that they align with the email marketing strategy.
Implement project management tools and standard operating procedures (SOPs)
Email marketers use project management software like ClickUp, Asana, or Monday.com to facilitate smooth collaboration among team members. These tools enable them to assign tasks, use tags to identify team members, and keep everyone in the loop.
Similarly, standardized operating processes (SOPs) ensure that anyone joining the team can easily pick up where others left off, fostering efficiency and consistency.
An email marketing executive's approach to creating an email marketing strategy
As we already mentioned, one of the main responsibilities of an email marketing executive is to create effective email marketing strategies. Here's how they do it:
Clearly defined goals
It all starts with understanding what you want to achieve with email marketing. For most brands, the primary goal is revenue growth, so it's essential to specify the additional revenue you want to generate through email marketing and the percentage of total revenue it should contribute.Email cadence
The next step is considering your available resources, including list size and segmentation capabilities. This step facilitates alignment between strategy, resources, and goals.Analyzing current flows
After sending emails for a while, looking at their performance is crucial. That's why email marketers spend a lot of time assessing the performance of existing email flows and optimizing them for effectiveness.Understanding customer behavior
Email marketing experts also prioritize examining customer behavior to identify opportunities for tailored email flows.Monitor and improve
After putting an email marketing strategy into motion, email marketers regularly monitor campaign performance, analyze data, and refine the strategy over time.
Optimizing your email marketing strategy means recognizing that your brand is unique and your email marketing should reflect that distinctiveness. Hence, an email marketing executive can start with assumptions and industry best practices but are always ready to pivot and fine-tune their approach based on the specific needs of the brand they're working with.
Critical tools for email marketing executives
Email marketing executives rely on the following essential tools and strategies to optimize campaigns and achieve their goals:
Analytics integration
Email marketing experts regularly review analytics data to track key metrics like open rates, click-through rates, conversion rates, and revenue generated. They then use this information to refine their email marketing strategy and identify areas for improvement.
Native integrations
Native integrations simplify the data flow between email software and other essential tools like eCommerce platforms (e.g., Shopify, WooCommerce). Email marketers leverage these native integrations to automate processes, such as syncing customer data, tracking purchase behavior, and triggering targeted emails based on user actions. Where native integration isn't available, a tool like Zapier can bridge the gap.
Data privacy compliance
The general rule of thumb is to only email people who have willingly subscribed to your list and expressed a genuine interest in hearing from you. Hence, email marketers must prioritize permission-based marketing, avoid purchased lists, simplify unsubscribing, and understand local regulations to maintain data privacy compliance.
Unleash the power of email marketing with the right expert
Email marketing is still one of the best ways to connect with an audience, build a brand, and grow a business. But, it takes a skilled email marketing executive to bring it all together. They're the key players in ensuring campaigns hit the mark, working effectively with other departments, and keeping data privacy in check. With an experienced email marketing consultant by your side, you can also fully tap into the incredible power of email marketing.
Marketing strategyHow to Create Impactful Email Marketing NewslettersEmail marketing is a powerful tool, but how do you create newsletters that truly make an impact on your audience? Below, we dive into the strategies and techniques you can use to craft compelling email marketing newsletters that engage your subscribers and drive results.
Meet the expert
Andrew Royal, a seasoned marketing executive with nearly a decade of experience, is the founder of RevOps. He specializes in helping SMBs optimize revenue operations through data-driven strategies.
1. Start with content
The foundation of impactful email marketing newsletters is content. Understand what your audience wants and what resonates with them. Use A/B testing to determine the language and tone that resonates with your subscribers and optimize your email content accordingly.
You should also regularly analyze your email metrics, such as open rates, click-through rates, and conversions, to gauge the effectiveness of your newsletters. This data-driven approach will help you continuously improve and deliver valuable content that engages your audience.
2. Craft punchy subject lines
The subject line is your one-second hook in the inbox. That's why you want to create short, attention-grabbing subject lines that entice recipients to open your email. Avoid deception; your subject line should accurately represent the email's content to foster and retain trust.
3. Ensure skimmability
When reading emails, most people start with the call to action first, and if it resonates, they'll go back and read the entire thing. So, make your content skimmable by using headers, bullet points, and concise paragraphs. A well-structured email enhances the reader's experience and improves their chances of fully understanding and retaining the information you're trying to convey.
» Need help creating content? This guide might be of help.
4. Customize imagery
You should also tailor your email's imagery to your audience's preferences. Some may respond better to lifestyle images, while others prefer product-focused visuals. The point is to adapt your visuals to align with your subscribers' expectations to create a more personalized and engaging experience for your audience. Plus, the more tailored and relevant your imagery is, the stronger the connection you can build with your subscribers.
5. Watch your tone and language
Consider your audience and industry when determining the tone and language of your emails. Again, skimmability is crucial, so avoid lengthy, complex sentences and consistently match your tone to your brand's voice. Of course, you may need to use industry-specific jargon if you're in the B2B space, but you can still do so without creating 40-word long sentences.
» Want to write better email preview texts? Start here.
6. Create a sense of urgency
Drive action by creating urgency in your emails. Use email engagement tactics like limited-time offers or countdowns to encourage immediate action from your subscribers. Another effective way to create urgency in your emails is by highlighting the scarcity of a product or service.
Emphasize that there are only a limited number available or that the offer is exclusive to a certain time period. This will motivate your subscribers to take action quickly before they miss out on the opportunity.
7. Balance promotional and informational content
Strike a balance between promotional and informational content. Offer value beyond your products or services. Share helpful tips, guides, or industry insights to engage your audience.
» Speaking of guides, this one will teach you all you need to know about email audits.
8. Optimal email frequency
There's no one-size-fits-all answer for email frequency. It depends on your audience and content. The most important thing is to maintain consistency; subscribers come to expect emails at specific times. Avoid overwhelming them with too many emails in a short period, though, and be mindful of not sending too few emails so that they forget about your brand. Finding the right balance is key to keeping your subscribers engaged and interested in your content.
» Here's how to figure out how many emails you should send per month
Common mistakes to avoid
Sending multiple emails on the same day with disjointed topics: If you're running multiple initiatives at the same time, be very careful that you're not running on the same day as another campaign.Putting subscribers into a funnel and just letting them funnel run: To avoid this, carefully schedule drip campaigns to complement your regular email schedule.
Unlock the power of email marketing
Implementing these strategies and avoiding the common mistakes we mentioned can go a long way to enhancing your email marketing efforts and can help achieve better results. It all comes down to understanding your audience, crafting compelling content, and most importantly, being consistent.
Ready to scale your marketing campaigns?
Top experts6 Best Email List Building Services: Build a List From ScratchBuilding an email list is a must—not a plus—in the current digital marketing landscape. It's a direct and cost-effective way to engage with your audience, nurture leads, and convert them into loyal customers. Email list building services make it all a breeze, from collecting emails to sorting and sending the right messages. Let's dive into the world of email list building and discover the best services to help you grow your list from scratch, including:
Best email list building services at a glance
1. Pixated - Best overall
2. SnapAdvantage - Best for building an email list through social media
3. HiFlyer Digital - Best for building an email list through SMS
4. HubSpot - Best all-in-one digital marketing solution
5. Taken Digital - Best for data-driven email list building
6. The Email Marketers - Best for driving substantial revenue from email lists
What are email list building services?
Email list building services help businesses like yours collect and manage the email addresses of potential customers. You can use them to create enticing offers or incentives encouraging people to subscribe to your email list. Once you've got those email addresses, these services help you organize them, segment your audience, and send tailored messages.
Growing an email list can significantly transform an eCommerce brand. Not only is email marketing a direct line of communication with potential customers, but it can also help you solidify relationships with existing customers, increase brand loyalty, and drive repeat purchases.
» How do you collect email addresses? Try one of these email capture landing pages
How to maximize subscriber growth with an email list building service
Offer irresistible incentives
Offering freebies in exchange for sign-ups, or sneak previews and waitlist access for upcoming products, can be highly enticing. Prioritize providing valuable content, discounts, or exclusive access that your target audience genuinely desires.Optimize sign-up forms
Create user-friendly and engaging sign-up forms that make it easy for visitors to subscribe. Keep them simple, with minimal required fields, to reduce barriers and increase conversion rates.A/B testing
Continuously test and refine your sign-up incentives and forms to determine what resonates most with your audience. A/B testing can help you find the winning formula.Segmentation
Segment your subscribers based on their interests, behaviors, or demographics. This allows you to send targeted and personalized content and, ultimately, increase engagement.Automation
Implement automation workflows to nurture leads and maintain consistent communication with your subscribers. Constantly providing value to your subscribers will help to keep your brand top of mind while fostering long-term loyalty.Promotion
Promote your email list across various channels, including social media, your website, and even in your physical store, if applicable.
Build and grow your email list
Businesses that choose to grow their lists simply win. So don't be afraid to dive in and start experimenting with different options. The main thing is to start building your list today. With the right strategies, you can grow a valuable and engaged subscriber base that will fuel your business's success. If you need help actually using a service, Mayple can match you with an email marketing expert today.
Meet the experts
Aaron Parnes has over 16 years of marketing experience and specializes in crafting advanced marketing strategies for online stores.Isaac Hyman is the founder of HiFlyer Digital and is an award-winning eCommerce email and SMS expert known for his book, The Ultimate E-commerce Email & SMS Playbook.Sandra Stepan, a seasoned digital marketing and eCommerce expert, is the founder of SnapAdvantage.
Our methodology: How we reviewed the best email list building services
To find the best email marketing options, we compared several key factors, including:
Email expertise (specifically email list building services)Types of email list building features (opt-in forms, analytics, etc.)Price, affordability, and plans (custom vs. monthly pricing, overall cost)Level of difficulty (beginner vs. advanced)Integration ability and automation
Conversion7 Best Email Capture Landing Pages in 2024Consider these email statistics:
There are over 4 billion global email users.The average email open rate is 21.5%.Emails typically convert at 15.22%.
All of these numbers point towards why many marketers feel email is one of the best tools in their arsenal. Email marketing works. But here's the tricky part: how do you collect email addresses in the first place? Enter email capture landing pages.
Email capture landing pages are web pages specifically designed to collect email addresses from visitors.
Email capture landing pages can help you convert website visitors into potential leads or subscribers by encouraging them to provide their email addresses in exchange for something of value. This can be access to exclusive or free content, discounts, samples, competitions, and more. Below, we look at examples of the best email capture landing pages and which elements make them stand out.
7 Best Email Capture Landing Pages
Morning Brew - Clever Copy and Compelling OfferPersona - Interactive Quiz for EngagementHillary Weiss - Social Proof and Trust BuildingMoney with Katie - Minimalist Design and High-Contrast CTAMr. Draper - Personalized RecommendationsIsabelle Grace - Gamified Opt-in FormAdidas - Dynamic Form for Reduced Friction
Landing Page #1: Morning Brew - Clever Copy and Compelling Offer
Does your copy immediately grab the users' attention? eCommerce copywriting is an art and a science: it takes a lot of skill and know-how to understand your audience and appeal to them. This means clearly communicating your value and what you can offer. Plus, it should be delivered with a design that enhances the user experience and guides them toward the call-to-action (CTA).
Morning Brew is short-and-sweet: a fun, tempting offer to "become smarter in 5 minutes," along with the promise that reading the news will actually be enjoyable.
Landing Page #2: Persona - Interactive Quiz for Engagement
You can make your visitors part of the process. The goal of an interactive quiz landing page is two-fold:
It engages visitors and piques their interest in your company, what you do, and how you can help them. Plus, it can make them more willing to share their contact information.It helps you learn more about the visitor so you can segment your audience and conduct behavioral retargeting.
Pro tip: Apart from making the process intuitive and enjoyable, respect the visitor's privacy by explaining how their data will be used.
Nutrition brand Persona features an interactive quiz landing page on their website. The quiz asks nutrition-related questions, including medical history, diet, lifestyle, mental health, and health goals. At the end of the quiz, customers receive specific product recommendations and the option to make a purchase.
Landing Page #3: Hillary Weiss - Social Proof and Trust Building
Another great way to get more signups is to include social proof on your email capture landing page. It builds credibility and trust by validating your offer and demonstrating that others have had a positive experience.
This reduces potential concerns visitors may have and increases the likelihood that they'll give you their email addresses. Social proof can come in many forms, including testimonials, reviews, user-generated content (UGC), influencer endorsements, trust badges, certifications, and media mentions.
Consultant Hillary Weiss uses a combination of testimonials and media mentions to show that she really is as talented and effective as the rest of her website claims.
Landing Page #4: Money with Katie - Minimalist Design and a High-Contrast CTA
Nobody likes a complicated, confusing, cluttered landing page (or website, for that matter). A minimalist design smoothly communicates your value and guides users to take action. So, every unnecessary element is just one more thing that can get in the way. Which is why it's super important to make sure your CTA stands out.
You can also add some pop to your CTAs to lead the visitor's eye toward them and encourage them to sign up.
Money with Katie uses white space and a red and pink color palette to capture email addresses. In color psychology, red is a color of power and action, which can subconsciously encourage users to act by entering their email.
Landing Page #5: Mr. Draper - Personalized Recommendations
Personalization turns casual browsers into engaged consumers. Offering personalized recommendations demonstrates that you understand your visitors are individuals with unique needs—but more importantly, you can provide custom solutions that address those needs.
Personal shopping service Mr. Draper uses a style quiz and offers to put together outfits based on customer preferences, all while displaying an email form and social logins on its landing page.
Landing Page #6: Isabelle Grace - Gamified Opt-in Form
Gamification is when you add an interactive element to your email sign-up process. This can be a spin-the-wheel, treasure hunt, memory, or puzzle game. There's a psychological element to it: when you gamify your offer, visitors are more likely to engage out of curiosity. This extra entertainment value increases the value of your offer, leading to a potential boost in conversions.
Pro tip: Balance the level of challenge and reward to keep visitors engaged without causing frustration.
Jewelry brand Isabelle Grace uses a "spin the wheel" app to offer up to 20% off, incentivizing visitors to share their email addresses.
Landing Page #7: Adidas - Dynamic Form for Reduced Friction
Dynamic forms only display necessary fields, reducing the perceived length and complexity of your email signup form. This streamlined approach reduces friction and encourages more visitors to complete the form. Plus, dynamic forms are also well-suited to personalization because they can adapt in real time based on the visitor's behavior, responses, or past interactions.
Adidas uses location-based dynamic content on its email capture landing page. UK visitors receive a 10% discount for email sign-up, while US visitors enjoy a 15% discount.
Achieving Email Conversion Mastery
There's no single right way to craft an email capture landing page, but there are guidelines you can follow—like the tips we've just discussed. This includes clever copy to social proof to gamification. The best approach is to test different strategies and optimize your methods based on feedback. Consider reaching out to top email experts for professional guidance and give your growing email list a boost.