Email marketing still remains one of the most popular channels for advertising your services or products, because it provides a low cost of contact with the audience and demonstrates high efficiency. However, for a marketer who has not worked with newsletters before, this channel can look scary due to unfamiliar processes: domain verification, content adaptation for different devices, the need for segmentation.
At the same time, the business does not
always have the resources and the volume of tasks to attract a separate specialist to the team, so every digital marketing specialist should familiarize himself with the basic principles of email newsletters. In this article, we will walk you step-by-step through the process of creating your first newsletter to help you master this channel of communication with clients and add +1 relevant schools to your portfolio.
Step 1: Define channel goals
Before starting to write a letter, it is important to understand what goals you set for the project. Do you want to collect reader contacts from 0, check the old existing database of several thousand contacts or upsell products to current customers?
The choice of mailing service in which you will design and send letters will depend on understanding the needs of the business, the size of the audience and the needs for automating letters.
An example of setting up email marketing
Rice. 1 – An example of setting up email marketing goals for an e-commerce cosmetics brand
Write down specific goals for this channel, for example: reactivation of “sleeping” customers, announcements of new products, order support, etc. Based on these needs, you will be able to shape the messages that need to be communicated and translate the messages into specific campaigns and scenarios.
Step 2: Choose a mailing service
To start using email marketing, choose a mailing service. You can register an account in several at once to compare the functionality and choose the one that best meets your needs. I work with Klaviyo, MailChimp, SendPulse, and Esputnik, but there are tons.
When choosing, take into account
the ease of integration of the mailing service with the platform on which your site is hosted. If the service has the possibility of direct integration or connection via API, you will be able to set up automatic scripts that will send emails without your involvement, which will be triggered by a certain user action on the site (abandoned cart, product review, order placement, etc.).
Be sure to test the template editor: is it convenient for you to format important information in a letter, is the functionality satisfactory, etc. I also recommend comparing tariff plans based on your current contact base and projected growth.
Step 3: Create a letter template
After choosing a mailing service, you can proceed to create a template for the future letter. The appearance can be implemented in the following format:
text message,
HTML layout,
layout from ready-made blocks.
Combination of HTML layout with editing of ready-made blocks in the Esputnik service
Rice. 2 – Combining HTML layout with editing of ready-made blocks in the Esputnik service
In the first case, the letter will look like a standard message in the mailbox from another user. However, to make your letter stand out among thousands of others, it is worth taking care of a unique design.
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For HTML/CSS layout of letters
Necessary to use editors that display the result of writing the code online. These are W3Schools, JSFiddle or OneCompiler. After creating the letter code, you need to download the ready-made HTML template in one of the following ways:
This method is suitable if full control over the layout of the newsletter, flexibility and adaptability of the letter for different gadgets are critically important to you.
Ready templates of the SendPulse service that can be adapted to your needs
Rice. 3 – Ready templates of the SendPulse service that can be adapted to your needs
The most popular way of composing letters is to use the block editor, where you can assemble the structure of the letter from basic elements (image, text, button, etc.) using the Drag & Drop method.
Also, each mailing service has its own template library, which you can adapt at your own discretion: change images and text, choose brand colors and fonts, remove or add additional blocks. To create the first newsletter, I recommend choosing this method so that you can create the necessary template as quickly as possible, send it to the audience on the same day and test its effectiveness.
Efore sending, I advise you to make a test sending
to your own mail and see how the letter looks on different devices. Here’s a little checklist to check:
Make sure the text, button, and image look readable on mobile and desktop.
Check how the template adapts to the dark mode of the smartphone display and make adjustments if necessary (add a light outline to the dark logo, change the background color, etc.).
Read the letter carefully: are there any spelling mistakes and typos? Unfortunately, it is not possible to change the content of the newsletter once it has sent.
Click on all clickable elements and make sure. The links are “not broken said in the letter and in particular on the button.
Step 4: Verify the domain
To send mass mailings, you need to confirm key business performance indicators the corporate mailing address from which letters will be sent to users. To do this, enter your e-mail in the mailing service and copy the records that need to be added to your hosting.
New domain verification records
Rice. 5 – Entries for verification of a new domain
Confirm the domain, configure SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) according to the instructions from the mailing service.
Step 5: Update the existing database
To start email marketing, you need to upload all america email list available audience to the service. These can be your past customers or subscribers who previously left an email address when registering or making a purchase.
Upload an existing list of addresses, and then set up segmentation based on data (number of purchases, geo, etc.). Customer data can us to fill out the newsletter. For example, put the name of the recipient in the subject of the letter or greeting.
