As an email marketing artist you can create copy that conveys the message you want to promote, but in order to be the craftsman it’s important to use the right tools. Not every organization has the same structure, challenges and requirements. Similarly, while every email service provider effectively does the same thing - namely, send emails in bulk - not all providers are the best fit for every type of organization. Some providers specialize in offering large business features like security and reporting extras, while others are there to help small-to-medium businesses get creative, with templates and suggestions for email marketing strategy. In this course Mike showcases a few of his favorite email service providers, why he likes them, who they’re intended for and how you can figure out what provider is right for your company.
- [Voiceover] While Hansel And Petal may have found an email service provider that suits their needs, what if you work for a company that has more robust requirements? Are all email tools built the same way? In my career, I've used over a dozen different email marketing service providers and the differences between many of them are vast, and so are the prices. Let's take a look at a few of my favorites for different sized companies. Small businesses like Hansel And Petal generally need features like template builders and use ability tools since the email marketing team is no more than usually one or two people.
Many of you right now might be your company's email marketing program. So you need a tool that's flexible and helpful. Let's start with MailChimp, the one we'll use throughout this course. For me, MailChimp's biggest perk is its team of researchers who are constantly coming up with new tech and features to make the product better. Their template options are top-shelf, you can integrate your ecommerce store to allow for a seamless purchase process, and their mobile considerations are really helpful. Best of all, you can try it out for free. Another one of my favorites for small business is Constant Contact.
Say you're not the best CSS code wizard. Or you can't get that email to look just the way you want. Constant Contact features great customer support including in-area training and strategists who can help you fine-tune a single email or an entire program. But perhaps their best feature is the ability to import your email contacts via Gmail, Excel, or Microsoft Outlook. As anyone who's struggled uploading a big CSV file will tell you, simply adding your contacts and keeping them updated can be the most frustrating part. For those of you who work with larger organizations, where you may have more resources but also more requirements such as top-notch safety and advanced analytics, my personal favorite is the Sales Force Marketing Cloud.
It won't come as any surprise that Sales Force has all the tools and integrations you need in addition to the ability to drill down to the individual users to find out what they've seen or responded to in a survey. Of course, most email service providers tend to scale with your own growth. So if your needs stay the same, but your email list grows from 1,000 to the hundreds of thousands, services like MailChimp will still have you covered. To find the tool that's right for you, request a demo from as many email service providers as possible. And find one who's administration dashboard you enjoy.
Email marketers spend most of their day in the dashboard, so you want to make sure it's a place you can really be comfortable.
Optimization strategist Michael Duquet helps you take your newsletters and eblasts and refine them into targeted, revenue-generating emails that your customers actually want to read. He walks you through choosing the best tool for your company, defining your micro and macro goals, and creating a believable sender persona. Then, he goes deep into segmenting: creating granular lists based on demographics (such as geolocation, gender, income, or industry) and behaviors (such as purchases, emails read, or clicks). He also reviews the best practices for mobile emails, including eye flow and the role of images and video. Finally, he shows how to perfect your engagement with tips on writing effective subject lines, placing your calls to action, and sending emails at the right time.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Setting up email for the best screen resolution
- Getting the right email marketing tools
- Defining the customer contact journey
- Sending onboarding emails
- Researching emails
- Segmenting emails
- Building your persona
- Optimizing emails for mobile viewing
- Optimizing the subject line
- Sending email at the right time