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A Four Step E-mail Process to get started

Although I'd like to be on a macro level if it comes to life & business, I'm also keen to dig int
A Four Step E-mail Process to get started
By Dries Bultynck • Issue #29 • View online
Although I’d like to be on a macro level if it comes to life & business, I’m also keen to dig into the micro level; the practical stuff & work.

I do get that you guys like the practical stuff as well. Can’t blame ya.
You want the $$ now. You need to make that extra $ for your client, now!

So… this time,
all practical stuff for you to read/use/abuse/spread/copy/…
if you need any help,
free of charge,
contact me: dries@driesbultynck.be

SUPER PRACTICAL
Here’s a simple four step process (there are more but start with this) for you to start with when you’re thinking your e-mail marketing isn’t on point:
  1. Review your copy (seriously)
  2. Review your templates (design)
  3. Review your schedule (keep sending no matter what)
  4. Do a first segmentation
  5. Marketing analytics (engagement over time)
1) Reviewing copy
Copy is highly underestimated, as well as design. I’ll get into that simple concept within a few seconds. When revising copy, the main focus is for about 80% of the time, shifting your focus as a company towards the consumer. It’s not about you (why you’re so good). It’s about what’s in it for them. Plain and simple.
This translates your tone of voice for a small part, but mainly changes your copy in language of tongues. Keep it simple and write stuff people say, not what they think.
Example: “Our specialist have developed this product because you need it” … changes possibly in … “We think we found a way to help you solve this problem, here it is:”
Feel the difference? No ego, solution focused, offering instead of selling.
2) Review your design & templates
Different messages need different designs and thus different templates. Follow the brand guidelines but make different templates per focus. News will need more text and/or images so make it light & digestible with simple links as call to action or even one CTA button. If its a sales-driven e-mail, focus on the product and just make one call-to-action with matching your intent (buy this product) + support with a second subbutton offering the user ‘to discover’. 
No rocket science there but … don’t underestimate the beauty of design. Keeping it light, nice pics, tight & clean design makes people WANT TO OPEN their e-mail. If your content is SOOOO GOOOOD, you can get away with shit design, but probably, you won’t in the long term. As the industry evolves, you have to keep up. New designs that are more light, more beautiful, more compelling and storytelling perform better … why? Because as a reader, you don’t want to feel like wasting your time on some ugly e-mail with shit content. At least, you want something beautiful to waste your time on. 
No rocket science there but … don’t underestimate the beauty of design. Keeping it light, nice pics, thight & clean
3) Keep sending
Whatever you do, keep sending. Keep that schedule, at all costs. If you stop sending or reduce the amount of e-mails, the impact on keeping people engagement will be harder in the future. 
If you can’t come-up with good or relevant content, go back to visuals. Design something fun. Or a simple thank you, could fill in that gap. 
Do it.
4) First segmentation
Most of the marketeers are doing still one-shot e-mails. Actually, newsletters. It’s very simple to start with segmentation. Split your e-mails into transactional and non-transactional first. Transactional e-mails are one-to-one and should be automated at all costs with the highest inbox placement rate, ever! 
If you’ve got that covered, look into the non-transactional e-mails and make up at least two groups aka segments. For instance: first time buyers vs second time buyers. That’s already enough to keep you going. Send just the same e-mail to both groups for a few months and keep track of the metrics. That’s all for now. Try new types of e-mails and try to find their sweet-spot. If you found that, you can think about segmenting those into another set of two groups. And iterate over and over again. 
Is it that simple? yes. 
Can’t I segment more? yes you can, but you’ll miss the time making adjusted content per e-mail. Unless your a full-time e-mail marketer. 
5) Focus on marketing analytics
I’m always stunned how superficial people are when it comes to picking a e-mail tool. All of them pick them on features. And all of them lack analytics capabilities. I’m really stunned by the amount of tools out there that don’t think in a practical analytical way of measuring user evolvement and bigger goals when it comes to e-mail. 
Analytics has been a business focused “need”, but is underused in a marketing aspect. Why? Because it hasn’t been a part of marketing, ever, besides eyeballs reached and simple interactions (push) vs pull (engagement & impact over time). Wouldn’t it be great to show your management people are more engaged over time and your get more budget to do what you need to do?
E-mail providers don’t think that why. That’s why there is always at least one downside per provider. I still haven’t seen the tool i would pick as a long term investment. Mailchimp is ok, Flexmail is meh (sry), Activecampaign is interesting, yet disappointing on some levels, … Selligent could be bigger if they didn’t focus on a closed garden for analytics, …
Be aware if your an e-mail provider, … your days could be numbered. Anyone with a DMP or DataWarehouse could eventually build the tool they need. Not what the market needs.
Thank you for reading till the end,
your - no-nonsense - go to guy;
d
If you're still up for it, some interesting reads
How to make your kid good at anything, according to Anders Ericsson, an expert on peak performance and originator of the 10,000-hour rule — Quartz
Email Design Trends for  2017
Publishers love newsletters, but grapple with the underlying tech - Digiday
Analysis of Unicorns - Can you see the links?
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Dries Bultynck

The internet is the best thing that ever happened to me. Really! It helps me to better understand the world we live in and learn as much as I can, as fast as I can in order to be Creative with Intelligence as wide as the box can get. @Parafixio is my playground.

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