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