How to Send Email Marketing with Infusionsoft and Leadpages

With the increasing popularity of email marketing, more and more business owners are looking to use the platform to grow their businesses. However, the barrier to entry is very high. Not only do you need to have a solid understanding of marketing, email marketing, and digital marketing, you also need to know a thing or two about software. If you’re looking for a comprehensive course that’ll get you up and running with email marketing in no time, then this course is for you.

In this course, you’ll learn the practical skills needed to create and send customized email campaigns. You’ll also explore the different platforms available to you to carry out your email marketing efforts. Now, you might be wondering, “What type of hardware and software do I need to run my email marketing campaigns?” We’ve got you covered on that front. This course will provide you with everything you need to know about running email marketing campaigns on several different platforms. So, let’s get started.

What Is Email Marketing?

Put yourself in the place of a customer for a moment. What exactly do you need to know about email marketing? To give you a good idea, here’s a short list of things you need to know.

  • It’s imperative to customize your emails.
  • Vary the emails you send out based on the recipient’s behavior.
  • Monitor the performance of your email campaigns regularly.
  • Keep your emails simple, yet effective.
  • Find out what parts of your email campaigns work and which ones don’t.

Every email marketing campaign is slightly different. However, this list will give you a good idea of the main principles behind effective email marketing.

Why Should I Do Email Marketing?

If you’re looking for something tangible you can point to as a reason to do email marketing, here are a few stats that might convince you.

  • Email marketing is the second most popular digital marketing channel, after social media.
  • Over 86% of businesses monitor email communications with customers to gain valuable insights into how they can improve their interactions.
  • Customers who receive regular email newsletters from brands remember those brands more than those who don’t receive any form of email marketing.
  • According to HubSpot Blogs research, people who receive personal emails from companies they know and trust are 23% more likely to purchase a product or service compared to those who receive impersonal emails.
  • On average, consumers check their email on a mobile device 68 times a day, compared to 27 times on a PC or laptop.
  • Over 16.4 million American consumers are currently signed up for email marketing lists.
  • Over 80% of respondents said that they would recommend a product or service through email marketing, compared to 50% who would recommend it through other forms of digital marketing.

Where Should I Setup My Email Campaign?

With all the different platforms available to you, where should you setup your email campaign? Before you begin, it’s important to understand the fundamentals of email marketing. As you learned in the section above, everything in your email marketing campaign needs to be customized. For this reason, you should avoid using free email platforms like Gmail or Yahoo! Mail. These free platforms are great for sending out bulk emails, but they don’t provide you with the features you need to make your emails stand out. Instead, you should use a platform that’s tailored to emails. Here are a few places you should consider setting up your campaign:

  • Niche platforms designed for email marketing, like Aweber, Mailchimp, and Mad Mimi
  • Pro-level platforms like HubSpot and Marketo
  • Cloud-based solutions like Constant Contact, HubSpot, and MailChimp

When choosing a platform, make sure that it supports the features you need to effectively send out personalized emails. In addition to that, you’ll also want to look for a platform that’s easy to use and offers a pleasant customer experience. With that, let’s move on to the next step.

How Do I Create My Email Marketing Strategy?

An email marketing strategy is very similar to a marketing plan. It’s a roadmap that details how you intend to tackle a particular marketing project or campaign. When developing your email marketing strategy, it’s important to answer the following four questions:

  • What am I trying to achieve?
  • Who is my target audience?
  • What will my strategy be?
  • How will I measure the success of my strategy?

To show you how to develop your strategy, let’s walk through an example.

Example Email Campaign

To follow along, you’ll need to create an email campaign for a fictitious business called “Blue Moon Marketing”. For this example, let’s assume that you’re writing to people who fit the demographics of “baby boomers”. As you learned in the section above, the first step in creating an email campaign is to choose a platform. For this example, let’s use Mailchimp.

Once you’ve picked your platform, it’s time to move on to the next step. For this example, let’s say you want to send out an email to inform people about a new product or service. To do this, you need to configure a new campaign in Mailchimp. For the subject line, you can use the upcoming holidays as a cue to send an email about Christmas gifts. Here’s the template you’ll use:

“This December, be sure to get your [product or service] before Christmas! Just a few days left…”

The first part of the subject line is a reference to the upcoming holidays. The main body of the email contains information about the product or service. In this example, let’s assume that you’re promoting a podcast app called “My Podcast App”. The body of the email would look similar to this:

“[Product or service] is the best podcast app! It’s simple and easy to use…”

…and it has a cool feature that allows users to listen to episodes while reading the transcript. Since this is a marketing email, you’ll want to keep the tone of the email light and use language that’s easy to understand.

Step 2: How Do I Pick The Right Timing?

Aside from the fact that everything in your email marketing campaign needs to be customized, it’s also imperative that you send the email at the right time. You can’t expect your audience to remember something that happened four or five months ago. To get a clear picture of when to send your email, consider the following points:

  • Product/Service Awareness
  • Seasonality
  • Demographics
  • Social Media Engagement
  • Geography
  • Income Level
  • Life Cycle (i.e. pregnancy, children’s birthdays, etc.)

Keep in mind that your marketing emails will be more effective if you send them at the right time. For example, if you’re promoting a furniture sale at the end of the summer, you might want to send out an email then. However, if you’re looking to promote an app that helps businesses organize fundraising events, you might want to wait until after the holiday season to send the email.

Step 3: How Do I Make My Email Look Pretty?

When an email hits your inbox, the first thing you’ll see is the email’s graphical content. To grab attention and make your email look unique, consider using the following tips:

  • Colorful, compelling content
  • Use graphics or images
  • Include links to other sites
  • Personalize the content
  • Craft a compelling call to action
  • Test your emails

While it’s important to have strong content in your email, you should also make sure that it’s presented in an attractive way. For this reason, it’s important to have a signature designed for your email that includes a graphic or two. To give you an idea of how a signature looks, here’s an example from Bonjoro, an email marketing platform:

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