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Let’s explore the power of email marketing as a permission-based channel and how automation allows for personalized conversations at scale.
Special guest, Tamsin Starke, also walks us through the importance of segmentation and how it can greatly impact the effectiveness of our email campaigns.
Plus, Tamsin shares valuable tips on email deliverability, font choices, and the use of graphics in emails. So whether you’re a seasoned marketer or just starting out, this episode is packed with practical insights to power up your email marketing game.
Let’s dive in.
Segmentation is the strategy of dividing your subscribers into smaller groups based on shared characteristics. For example, separating new subscribers and guiding them through a warm and engaging welcome sequence.
You could segment your audience via the area of your business they’re interested in, their location or how much interaction they’ve had with you (ie. have they purchased from you in the past!).
Once your subscribers become warm customers by making a purchase, it’s essential to acknowledge and appreciate their support. Make sure to maintain consistent communication without treating them as newbies.
Focus on building a long-term relationship by offering exclusive incentives, inviting them to share testimonials, and encouraging referrals.
For potential customers who haven’t made a purchase yet, a little extra nurturing goes a long way. Tamsin advises providing them with more information about your offerings, educating them about your brand, and highlighting your unique selling points. By reintroducing your business and offering valuable insights, you can turn potential customers into warm leads and eventually convert them.
When it comes to email design, Tamsin drops some important nuggets of wisdom.
1. Custom brand fonts can be tricky, as some email servers convert them into images, negating their purpose. Instead, focus on choosing a default font that is readable, clear, and matches your brand across different devices.
2. Incorporate appealing graphic elements, but avoid making your whole email an image/too over designed, as some email platforms block images or don’t automatically download – this means your recipient won’t see any images in your email! Instead, keep the key info as plain text on your email and add a couple of images for flair.
3. Keep images small. The larger the image the more likely an email platform will mark you as spam or have trouble downloading. Save your images as very small files – even if the quality isn’t perfect.
Armed with these insights, you’re well on your way to creating highly engaging and personalized email campaigns that will captivate your audience and drive impressive results.
Listen or watch the whole interview below!
ABOUT TAMSIN STARKE:
Tamsin is a seasoned email marketing professional based in Sydney and the brain behind Email Parade, a vibrant email marketing agency that caters to business owners with unique personalities but lacklustre email marketing.
With over 15 years of real-world marketing experience in strategy and implementation, Tamsin helps clients automate their email and create engaging campaigns that drive consistent, predictable revenue and customer loyalty.
GET IN TOUCH WITH TAMSIN:
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