6 Steps to Email Marketing Strategy

What will your next email be about? Will you send an update on a product you claim to love so much? Perhaps you’ll promote a new service that will make your customers feel special.

Whatever it is, your next email will be part of an email marketing strategy.

In order to make your email marketing strategy stand out, you need to do something different. You need to make your email more personal.

This is where the fun begins. Let’s explore how to put your creative spin on your next email so that it comes off as personal as possible.

Step one: Set the scene

You need to set the scene for your email. You have a few seconds to catch your reader’s attention and compel them to keep reading. This is referred to as the “opening line” or “subject line.”

It should be short and to the point. Think of the most successful emails you’ve received and how they started. You’ll typically see a few key words or phrases in there somewhere. Look for these words or phrases and use them to build your subject line.

To stand out, your subject line should be unique, interesting and relevant to your customer base.

Step two: Use actionable language

The second step is to use language that’s easy to understand. If you’re struggling to find the perfect words for your subject line, try using a thesaurus or dictionary to find the right synonyms and antonyms. Don’t just copy and paste words from a template.

For example, you can use the word “exclusive” in a subject line for an e-commerce store to get customers to click on your email. But if you’re a plumber and you’re trying to attract online shoppers to learn more about your services, you might want to consider using action words like “fix,” “solve” or “answer.””

Step three: Craft a powerful header

Headers are great for grabbing someone’s attention and making them want to keep reading your email. Simply put, a header is the part of your email that displays at the top of the email. Think of the last time you visited a restaurant website and their header was the first thing you saw when you clicked on their email.

Your header doesn’t just have to be about grabbing attention. You can use subheads or body text to provide further information about what the email is about. If you have several headers for different purposes, create a narrative to tie them all together. For example, you might have a discount header, a product announcement header and an error correction header. All three need to be tied together in some way to create a complete story.

Step four: Give multiple options

Giving your readers choice is a great way to make them feel special. If you’re planning on sending out a follow-up email after your initial email, give your readers the option of whether or not they want to hear from you again. This personal touch ensures that they’ll remember you.

If you do decide to follow up with your email subscribers, you have some options as to when you should do it. You could send it immediately, or wait a few days to send it as a good reminder. Which one you choose depends on what you want to get out of the email.

Step five: Choose a design that is modern and easy to understand

When it comes to email design, it’s all about balance. You want to create a design that’s both easy to understand and attractive enough to make your reader interested in your content.

When choosing an email design, you want to go for something that’s simple and sleek. There are tons of free blog templates out there that you can use to quickly mock up email designs. Simply search for the best one that suits your needs.

Here are some of the best examples of simple and sleek designs that you can use for inspiration:

  • Uber
  • AirBnB
  • Pinterest
  • Instagram

You can also use a service like Typeform to create and send out emails with a design you love. Then, you can choose to go back and edit the copy or the design until you have something perfect.

Step six: Test, test, test

No one likes to waste time and resources on failed experiments. That’s why you need to test your email strategy before you commit to rolling it out to the entire list. To do this, you need to add a few recipients to your emailing list. Then, you can send them a tiny email to see how it works.

You don’t need to send the email to everyone on your list. Just a few close contacts will suffice. Once you’ve found a couple of people who actually open your emails, you can go back and forth with a few test emails to find the best wording for your strategy.

This is also a good place to check for any errors. One misstep and your entire campaign could be ruined. A few spelling errors here and there won’t hurt your email campaign much – but it could potentially damage your business. Test your emails thoroughly before you put too much effort into it.

Create a lead magnet

A lead magnet is something special that you give away for free in exchange for an email address. Lead magnets can be anything from an exclusive discount to a free product sample to a downloadable eBook. The great thing about lead magnets is that you can test them out on a small group of people and then expand from there.

Include an unsubscribe link at the end of your emails so that your readers can opt out if they feel like they’ve been tricked into something. Then, you can remove them from your email list.

Make it personal

Crafting an email that’s personal is a great way to make your strategy stand out. It doesn’t have to be long – maybe just a few sentences will do. The key is to put a face to the name.

This is your chance to show your customer that you truly care about their needs. Don’t just send them an email; create a small narrative as to why you’re caring about them. Then, you can work on crafting an experience that’s personal and memorable.

For example, if you sell shoes and you’re trying to promote a new style that will be released soon, you can send your customers an email about the upcoming launch with a few sentences about why you’re excited about the new style. At the end of the email, you can include a link to the new product.

Make it relevant

Your email subscribers are potentially interested in what you have to say. To ensure that they remember what you have to offer, make sure that your emails are relevant to their interests.

If you sell shoes and you’re trying to promote a new style that will be released soon, you can send an email to your customers with a few sentences about why the upcoming launch is relevant to them. For example, if you sell running shoes and you want to attract marathon runners, you can relate how your upcoming product will make their lives easier. At the end of the email, you can include a link to the new product.

The point is to make the email relevant to each of your customers so that it’ll be remembered and helpful when they need it.

An unengaged subscriber can adversely affect your email marketing success. To ensure that your strategy takes off, you need to engage your audience in some way. Perhaps you’ll offer a discount on your products of value. Or, you could follow up with a free product of some kind if they didn’t completely understand the value you were trying to convey in the first place.

The decision is completely up to you. Just make sure that you have a clear purpose for every email that you send out.

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