So, let's find out how email marketing can really help to grow your business...
Unlike traditional printed media, the advantages of email marketing are clear. Email marketing offers complete transparency over your marketing activities: allowing you to automatically monitor who received your email newsletter, who clicked on it and most of all, who is interacting with your email marketing campaign.
With email blaster’s easy to use email marketing system, your business can be up and running in no time at all, no previous experience is required. The cloud based platform incorporates an easy to use drag and drop email designer, allowing you to create beautiful email, quickly and easily.
Whether you are running a promotion to boost your sales, providing a what’s on guide, or announcing a special offer; email blaster’s intuitive easy to use platform provides the best email marketing solution for your business.
Whether you are new to email marketing, or an experienced pro, the email blaster video library is a great resource to learn and pick up new email marketing tips.
With hundreds of easy to digest informative videos, covering everything from how to start email marketing and planning your strategy, through to understanding how email marketing law works with GDPR.
Below is a small selection, covering some of the popular email marketing topics. Please feel free to visit the email marketing videos page for the full library of email marketing tips and resources.
The cost effective pricing of email marketing compares incredibly favourable to every other form of marketing. When looking at cost, it is by far the cheapest way to contact your subscribers and prospects.
Email Marketing software will also have lots of free email marketing templates for you to use, these are a great way to get you off to a flying start with a design that really works. Often these free email marketing templates included with your software will be based on designs that adhere to proven principles for email marketing success.
Creating really professional looking email marketing can therefore be really easily produced without investing lots of time, or requiring lots of email marketing experience.
Good cloud based based email marketing software will also have lots of inbuilt features that provide everything you need to ensure that your email marketing is as successful as possible. These features will include: List cleaning services, email marketing automation, social media integration, analytics, GDPR compliant opt in forms and data segmentation, to name but a few.
The great thing about email marketing software is that it gives you the ability to create and send your marketing out quickly. This is great when you are up against the clock and need to send out your campaign quickly. It’s also a real bonus when you have a time based offer and want to get your email marketing out before the competition does.
Closely tied to the last point, because cloud based email marketing software is easy to use, this means that you don’t need to engage the services of a marketing or design company to prepare your email marketing for you you. Often adding a third party to the mix means that you can lose valuable time in getting your offering out to your email subscribers.
When compared to other forms of marketing such as direct mail - email marketing gives you a degree of visibility that direct mail cannot match. With direct mail, when your mailer lands on the door mat, you don’t know how people are reacting to what you’ve sent - do they read it, keep it to read later or just throw it away. With email marketing, you have access to all of this information, at your fingertips.
Email marketing software will also have a whole host of associated features and tools to help you react to these open statistics (contained within analytics). You may start to see trends in how your subscribers are reacting to what you are sending - so you may, for example want to segment these people into different lists. Alternatively, you may see that your open rates are highest outside of office hours.Your email marketing software should have a comprehensive set of tools including data segmentation and email automation of sends (allowing you to send email marketing when you are not in the office).
From selling your stuff to promoting your brand, sending email marketing can help make a success of your business. Email blaster provides the right tools to get started and most of all make a success of your digital marketing.
Email blaster is based entirely on the cloud, this means that there are no complicated setups or installs. The easy to use software can be accessed right from your web browser - the perfect email marketing solution.
The email blaster email marketing system, provides a feature rich experience helping to bring your vision alive:
The software incorporates an easy to use drag and drop uploader allowing you to quickly import your customer and subscriber list. Automatic tools check for and remove: dead addresses, typos, duplicate subscribers and other erroneous mistakes that could cause your email broadcast to fail.
Have your own HTML email template? Not a problem. If you have had your own email newsletter setup, you can use the integrated drag and drop uploader to import your pre-made email template. No need to mess with HTML code, simply drag and drop your pre-made template into the software, your email blaster email marketing system will have you ready to send your first email campaign in no time.
Email blaster provides the best email marketing software solution by removing the need for you to get your hands dirty, no need to: configure servers, install SMTP gateways, setup complicated DKIM and SPF authentication. The UK based email marketing team at email blaster take care of the technical side, leaving you to get creative building your brand. Offering automatic DKIM and SPF signing, dedicated UK email gateways (based in our GDPR compliant data centre in Milton Keynes) and friendly UK based technical support.
Email blaster’s email marketing solutions help you stay connected with your customers - without the hassle, without the fuss.
When designing your email marketing, it’s really handy to have access to a builder that makes it easy to produce a really great looking email marketing design. It should be possible with any decent builder to achieve this without having to get involved with coding HTML or requiring previous design experience.
If you are using email blaster, then you will have access to a class leading email newsletter designer, with lots of pro-designed free email marketing templates that you can use as a springboard for your email marketing design.
Email blaster makes it really easy to produce professional looking designs without any prior design experience or technical know how. Your email marketing design can be built using drag and drop, meaning that you work to a wire frame or grid based system, simply dropping your logo and images into the appropriate box inside the design.
You can also use the design editor's boxes to enter text, simply by putting your cursor in the correct location and clicking, you can free type all of your copy text. You are also able to cut and paste from a word document, this is really handy if you’ve pre-written your copy text externally.
Using drag and drop, makes it incredibly easy to create something that looks professionally designed. This will really help to maximise the effect of your email marketing when it lands in your subscribers inbox.
Email blaster’s drag and drop designer will also give you access to lots of additional cool features such as:
With email blaster’s email designer, it’s easy to find the right template to promote your brand. Including a full library of professionally designed pre-made email marketing templates, you can quickly customise any design to fit your brand. Checkout a few of our free email marketing templates in the gallery.
The subject header line is probably one of the most important parts to your email marketing. This is the part that your viewers see first, if this sparked their interest, they will open your email, if not, they’ll delete it without reading.
It’s worth really investing some time into trying different subject header lines to see which ones get the best reaction from your email marketing subscribers. A popular approach for trialing different subject header lines is split testing, this involves sending different variants of your email marketing to smaller sample lists from your list of email subscribers. This is a great way to thoroughly market test your different subject header lines, before sending out to your whole database of email subscribers.
There are a few tips and tricks that are worth trying with your subject header lines, small tweaks can have a huge impact on your email marketing success rates.Here’s a few ideas to try:
If you are an email blaster user, then our spam checker app will take care of all of this for you.
It’s really important to have your branding and contact information as visible as possible for your recipient. It really works best if these are one of the first things that the eye falls on.
Lots of designs use a logo in the top left slot and brief contact information (such as an email address) in the top right section. This doesn’t take up too much screen real estate and gives the viewer everything they need in terms of quickly digesting key information such as who is it from and appropriate contact info.
Underneath the logo and contact info, lots of mailers have a main graphic, this graphic really helps to add some visual wow and spark the viewer’s interest. This image can then be supported with a text overlay, this text box can contain the strap line of you campaign. This strapline would highlight the main purpose of your mailer, for example:
“Countdown to our big sales event”
An image supported with a strong strapline really helps to grab and hold your viewer’s interest for those vital first few seconds.
This section will typically follow on from the main visual element of your mailer, by this stage your viewer has hopefully committed the time to read a few more details leading on from your opening strapline.
In this part of your email marketing template you can expand on your opening line. It’s worth keeping the text to no more than two or three short paragraphs, this is generally enough to provide more details, but not too much that their interest starts to subside.
Every email marketing campaign needs to have a purpose - what are you asking your viewers to do?, buy a product?, clink on a web link or contact you are some of the more popular goals.
These ‘goals’ are called ‘Call To Action’ (often shortened to CTA), this call to action is where you are asking your viewer do something, this action needs to be very clear. A large button is often the best way to present this to your viewers. A button really stands out and is often the clearest way to communicate that an action is required.
When a button is clicked, this action can be tracked via your email marketing software’s analytics. This means that even if the viewer didn’t complete the purchase, their details are recorded and can still be tracked - having access to this data is an invaluable sales tool for following up all leads.
It’s a good idea just to have one call to action though, often the temptation is to put quite a bit of information in a mailer. With each having it’s own call to action, this can be confusing to your viewers as it doesn’t give them one clear instruction of what to do next.
When we look at emails, we are all in a hurry to get the information we need and move on to the next one, this is why the best approach is always to keep it simple. Your viewer needs to get the info they need quickly and clearly. Lots of mailers fail to hit the mark because their purpose or goal is not clearly defined for the viewer enough to act upon it.
After the main content of your mailer, it’s a good idea to add full contact information. Adding a mix of different contact methods helps build trust with your viewer. It gives them sufficient comfort that you are who you say you are.
Adding your office postal address really helps. Letting your viewer see that you are a bonafide company with registered offices really helps to build trust. Trust ultimately gives the viewer the comfort that they need in order to make a purchase.
Email marketing and social media work really well, using links for both your email marketing and social media across all of your digital channels really helps to add more reach to your marketing.
Adding social media links to the bottom of your mailer is a great way to help your viewer learn more about your business in a more informal setting than via your website. Following on from the previous section, greater email marketing conversions are achieved by building trust with your viewer. Adding social media links is a great way to do this.
For each type of message, there are differing sets of design and layout types that are optimised for each subject area. Each one employs a layout that works best for each type of message.
Let’s take a look at some of the main types of email marketing and some of the design principles that are typically employed to increase conversions and interactions
The lead image at the top should really showcase your products or services with a well taken photograph or image. Give some thought to the best possible way to showcase your products. If your product is not something that is not particularly visual, then what elements can be added to both compliment the product and add the ‘wow’ factor needed.
Another important feature of a sales offer is a large clear call to action button. This should be very easy to see and have a clear instruction to ‘buy now’. Large buttons have excellent conversion rates.
This is then generally supported with some images, these are typically used in very much a supporting role though. The main feature of the announcement style of email marketing is the heading.
The head section is then generally supported by a few brief paragraphs of text that provide a little more detail.
The call to action is typically a button directing the viewer to a page on your website to read further information. The recommended approach is to keep your text fairly brief inside the mailer, if your announcement needs further reading then it’s a good idea to point people towards a page on your website where they can read it at leisure - away from the distractions of the inbox.
The strategy here is to approach it a little like a magazine article, again keeping the text as brief as possible and using links to point to further reading on your website.
A modular design works very well, with each article being in it’s own box. This format is similar to the way that a magazine would be laid out, it’s a proven design for creating a structure that is easy for the viewer to visually navigate and read.
Each article generally leads with a small picture, a heading, introductory text, then a link through to further reading or a required action.
As the focus of this type of email marketing is purely to announce news and topical information, then it’s ok not to have just one large call to action. This type of email will generally have quite a few links.
These types of email are a great way of gauging what kind of content your viewer wants to read about. By viewing the clicks for each link, your email marketing analytics can give you a very clear picture of which articles perform the best. This is an invaluable tool in helping to qualify the interests and preferences of your target audience.
A formal layout ‘letter’ type design is an approach that lot’s of recipient’s favour, it can be seen as a much more personal approach, it helps build trust and lets your recipient know that it has been sent by a person - not a faceless large marketing department.
Your email marketing software will make it easy for you to create a great looking formal letter design, it’s a nice touch to include your signature at the top and an electronic copy of your signature.
A great application of animation in email marketing is a countdown timer. This is an animated timer that is used to count down to either the launch or the end of an event. This is a live timer that will animate down to a pre-set point inside your vewier’s inbox.
This is a great way of creating an impetus for the viewer to do something by a certain date/time. A countdown timer really helps to reinforce your call to action, if the CTA is asking the viewer to make a purchase, the countdown timer creates a timescale to do it within.
In this next section, we’ll take a look at some of the ways that you can personalise different parts of your email marketing. Following these guidelines will really help to maximize interactions for your email subscribers.
You can also mail merge your recipient’s name into sections of the body text where it is relevant, this works extremely well in drawing your viewer’s attention to a particular piece of text that is important.
By inserting your recipient’s name, along with a well researched subject header, this can really have a big positive impact on your viewer engagements.
Your recipient starts to build trust when your email starts to become a familiar presence in their inbox. It’s also important to carry out other activities that support the reach and success of your email marketing.
In this section, we are going to take a look at the key elements involved in structuring an email marketing campaign and maximising it’s success by carrying out supporting activities.
As your campaign of email marketing sends progresses, you can also start to segment your data based on the different ways that people have engaged with your sends.
Some campaigns have lots of success with mixing a well designed HTML sales offer type email, with a formal letter type. If these are sent at regular intervals, alternating between the two email design types, then this can work really well.
One of the frequently made mistakes as part of an email marketing campaign is to keep sending the same design. If your design worked really well on the first send, then the temptation is to then send it again, assuming that the good results of the first send will be repeated.
It really varies from business to business and/or how frequently you have new information or products to share with your email marketing subscribers. If your business has a very fast stock turnover, then it may be ok to send everyday, if you have fresh content to offer every day.
For most businesses, send email marketing every two weeks seems to offer a good balance between sending enough to remain on your viewer’s radar and not too much that it becomes too frequent.
It’s worth keeping a close on on your campaign analytics to gauge how frequently your email subscribers want to receive emails from you. If your viewers feel that your emails are too frequent then they will start to unsubscribe. So, it’s worth keeping a close eye on the amount on unsubscribes when you are trying different time gaps between your email marketing.
When you send out your email marketing, it’s worth putting links to all of your social media feeds either at the top , or at the bottom. By including your social media links it gives viewers the opportunity to learn more about your company in the more informal setting of a social media feed. Social media can be used to let people know about the culture and ethos of your company, this really helps to build that all important trust factor with your email marketing subscribers.
You can also post a copy of your email marketing to your social media feeds, this really helps to lengthen the reach of your email marketing. It’s a great way of converting your social media followers into email subscribers; if they like your content, they will join your mailing list.
Analytics will tell you how many of your emails were successfully delivered, how many failed, clicks, reads and unsubscribes. This information is really handy to have, by looking for trends in your opens, clicks and unsubscribes you can tweak different elements of your design accordingly.
You can use analytics to look at the results of a split test. As we’ve discussed earlier, split testing involves sending a different email marketing template to small sections of your database and observing the results through analytics.
The depth of information available via your email marketing analytics means that you can look at so much more than the number of opens and clicks etc. For all of this data you can also see the times of the interactions from each user and the geographic location of each subscriber. So you can see trends in the average time of day that people open your email and where abouts in the world they are based.
Having access to this depth of information is an extremely powerful tool to have at your disposal. By looking at this data, you can fine tune your email marketing for peak performance
With this information you can follow these sub groups up with a secondary campaign that is based on the way that they engaged (or didn’t engage) with the email marketing send.
The challenge though is what metrics to look at with your campaign stats and how to interpret that data. The common problem when you have access to lots of data is that it’s easy to feel a bit bewildered and extracting useful info is a problem.
In this next section, we are going to look at the import areas to look at and how to react to that data with your further email marketing sends.
A sound strategy here is to then create a new list made up of these ‘non opens’. Email blaster makes it really to automatically do this for you. The app; List Builder can create these lists on the fly for you.
Once you have this data, you can then try sending with a different subject header line, different content, or a different time. Sometimes sending the same mailer to these non opens at a different time can work wonders.
These people can then be followed up in two groups - people who did click on a link and people who didn’t. The people who didn’t may respond to a different layout, so you could try sending them different content with an alternative call to action.
When looking at the people who did click through to your website, what did they do then? If they didn’t convert into sales, perhaps look at making some changes to the layout/features of your website?
This category is very important is it determines how people reacted to the design and layout of your email. If it didn’t capture their interest - or they could find what they were looking for in the layout, they may unsubscribe.
Email marketing recipients may also opt out if they feel that your emails are too frequent, or conversely, not frequent enough and therefore unfamiliar to them. If you’ve had good success with the first mailer and then resent the same mailer to the same people, you may also see a rise in the numbers of unsubscribes. This is because typically, people don’t react well to repeated sends of the same email marketing design.
It’s important to keep an eye on your bounces, make sure that they are removed. If your email marketing campaigns have a high bounce rate, then this will affect the delivery of your future campaigns.
At email blaster, yor bounces are all dealt with automatically, hard bounces are removed after one failed attempt and soft bounces after two.
What can happen, is if your subscribers lose interest in your mailer, they can mark it as spam. It’s not uncommon for recipients to do this instead of unsubscribing.
Email blaster notifies you every time that you get a spam complaint, so you can track these. If you notice these starting to creep up, it’s a sure sign that your campaign needs to change, as it is no longer holding the interest of your email subscribers.
Inside your analytics, this is a really important metric to track. If you find that more of your recipients are using mobile than desktop, then it’s a good idea to tailor your design accordingly.
Designs for mobile achieve better conversions if they use larger font sizes and keep the text as brief as possible. If you design for a small screen, then email marketing conversions and interactions will be higher if your target audience are mainly using mobiles.
The email blaster click and drag design builder takes things a stage further, as well as all of the free email marketing templates being fully responsive for mobile, the builder lets you specify what os shown on a mobile.
With the design editor you can choose which blocks to show on mobile and which on desktop, this means that for viewers using mobile devices, the software will automatically show them a version that you have designed specifically for mobile. This could be with less text in it for example.
This is an important metric to track and with the tools available it’s easy to ensure that your email marketing recipients receive a mailer specifically tailored for their device.
They have been making and selling their range of products for over 30 years, their base of clients and products available continue to grow but have showed signs of plateauing over the last few years.
Trade shows have always played a major part, as their product range is very tactile, product sales have always boosted when the end user can see/feel the product. Through attending trade shows at key points during the year, new contacts have been made in decent numbers.
Follow ups to new contacts have generally taken place via a formal printed letter sent through the post. A printed letter has also been supplemented with a product pack, containing a brochure of the full range and a sample product. Sales conversions using this method have always been quite variable.
Over recent years, the client has started to use digital marketing, this has comprised of both email marketing and social media. Email marketing has been used on an intermittent basis for new contacts and for individual follow up of existing leads.
Social media has been used to publish images of successful trade shows and products. Engagement with these has typically been pretty low and they remain to be convinced that social media is a worthwhile marketing medium for a business such as theirs.
Digital marketing doesn’t have any coordination with print marketing and as such conversion rates can be quite low as an average. Digital campaigns don’t have a clear objective also, this has resulted in some campaigns lacking a focus or decent call to action.
The major problem facing the business is maintaining a high marketing spend, when the amount of new customers coming on board has not really increased at a sustainable rate. Whilst the conversion rate has been really good when posting out brochures and samples, it is very expensive to do this in any kind of volume.
In short, growth has slowed, marketing spend is too high and does not have any clear objectives.
The first step was to get a good up to date database containing the email addresses of all customers and contacts. Currently the company CRM system doesn’t have email addresses for everybody and lots were invalid, owing to not being kept up to date.
Like most companies, the client has lots of contacts, generated through existing business, sales enquiries trade shows and other marketing activities. Lot’s of these don’t have email addresses recorded, so working through this list and obtaining up to date email addresses is an exercise well worth doing. Often, the healthiest conversion rates are achieved by contacting people with whom you already have a relationship.
Once the database was updated, the next step was to set up automated chains of emails. These emails would contain subscriber only offers, this helps to build loyalty as the viewer feels valued. Using automation means that email can use decision based triggers to send different emails based on user interaction.
The use of automation also means that marketing can be sent regularly at timed intervals. This tackled the problem that marketing was only done when the business was not very busy.
The use of email marketing also allowed a thorough process of qualification, before printed brochures were sent out. Email marketing analytics means that levels of user engagement can be recorded - this means that brochures and sample packs can be sent out to qualified leads. It used to be the case that all leads were sent out brochure packs, as these leads were not qualified, the financial investment was quite large.
Social media is also now used to collect subscribers to opt-in to email marketing. The client runs competitions for social media followers; who then enter their email addresses to join the mailing list and enter the competition.
Email marketing is now used to bring all of the elements of the marketing mix together. Traditional print media and social media now work to compliment email marketing and vice versa. Data mining has greatly increased the size of the subscriber list, automation of all send means that activity follows a strict timetable.
By employing a more diverse range of techniques to opt in new subscribers, the rate of new business conversions has increased. This means that the plateau effect has started to show signs of stopping. Growth in new sales have now started to appear.
The new plan has been successfully implemented and healthy results have been recorded.
Sending out campaigns in this way often leads to duplication or emails that don’t really engage with your target audience. As much as it’s very easy to make email marketing work for you, it’s also equally easy that fall into the pitfalls that mean your marketing falls flat and fails to engage with your target audience - this means fewer sales conversions and a high rate of unsubscribes.
Having seen thousands of email marketing campaigns, we’ve put together a handy selection of points to help make sure that your email marketing campaigns really work for you, achieving good viewer engagement and ultimately consistently high sales conversions. We also have a full guide to avoiding email marketing mistakes.
Often, though, these lists cause more harm than good. None of the addresses contained within these lists will have asked to receive your email, this means that when they receive your email marketing, they will (in high numbers) often unsubscribe. If they click on unsubscribe, this causes your sender reputation to decrease - ultimately resulting in poor delivery of all of your other email marketing.
These lists often have very high instances of dead addresses and duplicates - sending to dead addresses can also cause reputation damage, these delivery failures are called ‘bounces’, they are split into hard bounces and soft bounces (permanent and temporary delivery failure). If your email marketing software doesn't have a de-dupe tool, then you may miss duplicate email addresses contained within your purchased lists, sending the same email to the same person multiple times is a sure fire way to generate complaints from your mailing list.
Purchased lists really are best avoided as they are fraught with issues. This is why pretty much all email marketing software providers nowadays will not permit their usage. Whilst these lists lists may seem like a shortcut to increase your data - they are best avoided. Only send emails to people who have asked to receive them
Segmenting your data is the most effective way to ensure that you are sending the right email to the right people. When you send out email marketing, if you look at your campaign analytics you’ll start to see trends. This could be in terms of groups of people registering as ‘reads’ within different time windows. So, by segmenting your data you could split these people into groups that may prefer to read in the evening and groups that prefer to read during the day. This really helps to ensure that you are hitting these inboxes at times when these groups are most receptive to reading.
If your company markets more than one product, you’ll also see trends in terms of different groups looking at different products. By segmenting your data, you can then market similar products to people based on their preferences.
Another trend that you could see is a split between subscribers that react more to information based email marketing, rather than sales/offer focused. This is a great way of ensuring that future email marketing campaigns use a tone and language that has shown to work well for each group.
Good email marketing will provide an automation app, this will give you the ability to automate the sending of your email marketing, based on a trigger such as a specific date/time or when a new subscriber joins your list.
Using automation ensures consistency with your email marketing, if you’ve got an automated chain of emails set up, this means that they will go out at predetermined times no matter what. This is really advantageous for small business, it means that if your resources are stretched (as they often are for small businesses), then no matter how busy you become, your email marketing will still go out at the perfect times/intervals.
Email marketing automation also means that you can create dynamic campaigns that can be geared towards the click decisions that your subscribers are making. This means that for the people that click on product ‘A’ rather than ‘B’, they can be sent further email marketing based on their previous choices.
At the heart of any successful email marketing campaign is good deliverability, as we’ve discussed previously, good deliverability is achieved through maintaining a positive sender reputation.
Your email marketing sender reputation can be damaged by high bounces and poor interactions. You should ensure that any send failures are removed from your list of email subscribers, your email marketing software should be able to automate this for you - removing any hard bounces in their first instance and soft bounces after two failed attempts.
If subscribers aren’t opening, reading or clicking on your email marketing consistently, then they should be removed. Low interactions will also cause harm to your sender reputation. So it’s good practice to regularly audit your email marketing data and remove subscribers who are not interacting.
Ensuring that your email marketing database is full of people who have genuinely asked to be there is one of the key cornerstones to email marketing success. Double opt in ensures that your web sign up form is not polluted by automated bots and bad data.
So what exactly is ‘double opt in’? - If you use a form on your website for people to enter their details to join your mailing list and you are using a two step procedure, then this is double opt in. It means that when they enter their details, they will then be sent an email asking them to confirm their email address in order to be added to your email subscribers database.
By using this two step verification, it stops your data becoming polluted with bad data, it means that only genuine opted in subscribers will be opted in. Double opt in ensures that your email bounces are minimised dramatically.
When your recipients receive your email marketing, they want to feel like you are familiar with them and valued. In it’s simplest form, personalizing your email marketing means making sure that each email is addressed to the recipient by name.
Email marketing software will offer the ability to use a mail merge feature to ensure that each email goes out, addressing the recipient by name. As recipients, none of us like to feel that we are part of a huge blanket email marketing send.
In this digital age, it’s easy to forget that ‘people buy from people’, so always ensure that your marketing addresses each recipient by name and it’s sent from a real person - not a faceless marketing department. So always send your email marketing form your own email address i.e john@ - as opposed to marketing@. Personalizing your email marketing really helps to increase both engagements and sales conversions.
When getting started with an email marketing service, the best place to start is by putting together a list of subscribers who want to receive your email newsletter. The best ROI comes from taking the time putting together a list of customers and subscribers who know you and are expecting your email newsletter.
We would strongly urge against buying or renting an email list. 3rd party lists are often padded out with users who don’t want to be there and will mark your email as spam, this will damage your delivery and overall success of your email marketing service.
Taking the time to put together a list of your own subscribers will always achieve the best results. Smaller well targeted lists will always achieve better email marketing results than purchased or rented lists of email addresses.
To help get started with email marketing, we would recommend taking the following steps:
The best email marketing campaigns start off by putting together a list of customers who have purchased from you previously. Under the new GDPR legislation, the ICO permit companies to maintain a marketing relationship with those customers who have purchased from you previously.
Sending email marketing to previous customers is a great way to maintain a relationship with your customer base, along with helping to boost repeat purchases.
A1WebStats report that the average website gets over 1,000 unique visitors a month. When a web visitor likes what they see, they will want a way to stay in-touch with your brand and receive the latest updates, by using an email marketing service you can easily add a subscribe widget to your website, allowing web visitors to automatically join your mailing list.
Email blaster features an intuitive drag and drop builder, allowing you to easily create a beautiful newsletter signup widget or popup window that enables web visitors to join your mailing list.
A fantastic way to connect with potential customers and grow your email marketing database. Email blaster’s newsletter signup tool can be used to design stunning landing pages, shareable on social media. If your business has an engaged social media following, this approach can be used to exponentially grow your email marketing distribution list.
If you run a traditional bricks and mortar type business, such as a shop or restaurant (where you are regularly meeting face to face with your customers). We would recommend offering a signup sheet or similar next to your payment point or at the entrance to your store.
Sign Up sheets allow customers (and potential customers!) who are already engaging with your business to join your regular email distribution list. Using a traditional paper signup option is an extremely effective way to grow your email marketing list - plus fully compliant with new GDPR regulations.
The most successful email marketeers work to grow their email marketing lists organically (as opposed to renting or buying email addresses). The Subscribe app inside your email blaster is a fantastic tool to help gain new subscribed contacts who want to be on your email marketing distribution list. Via the Subscribe app, visitors to your; website, social media or blog can be given the option automatically join your email marketing list.
Email blaster provides a rich set of tools to grow your distribution list organically. To turbo charge your list, we are huge fans of offering subscribers an incentive to join your list.
Via the Subscribe app and landing page builder, when a subscriber joins your mailing list, email blaster’s powerful email marketing service can automatically issue new subscribers with a coupon or discount from a purchase inside your store.
The DMA report that 60% of users sign up to an email newsletter to receive an exclusive offer or discount. Adopting the incentive approach is a hugely successful proven route to quickly grow your email marketing list - so remember, push it, push it good!
Whether you are just getting started with email marketing, or are a seasoned email marketer, email blaster offers a wide range of email marketing solutions to make a success of your digital marketing strategy - from advanced analytics to email marketing automation. Email blaster is ready to work for your business:
Email blaster’s powerful email marketing automation tools leave you and your team free to get creative by fully automating your email marketing campaigns.
When a subscriber has their birthday, your email blaster can wish that subscriber a happy birthday. When a subscriber joins your mailing list, email blaster’s automate can automatically send a timed series of welcome emails - depending on how your subscribers interact with your email, automate can even send personalised follow up emails.
Achieving a truly bespoke email marketing experience for your subscribers can be used to great success, boosting both engagement and responses.
In recent years, video has proven to be an excellent channel for marketing. Videos are easy to make and most companies nowadays have a selection of videos featuring company news, products reviews and more informal topics.
This means that to include video with your email marketing you need to link to a web based version of your email.
Email blaster makes it very easy to do this, with the click and drag email marketing template designer, you can drag across a video block. All you need to do is copy the video sharing code from YouTube (or similar) and past inside the video block inside email blaster.
The design editor will then display a copy of your YouTube video thumb nail image, offer you a choice of play buttons to overlay and then automatically link to the source video.
This is a really effective and easy to use way to use video with your email marketing. If you don’t already have a company video, it’s really worth considering as it’s an incredible popular and successful marketing channel to employ.
Bounces are a natural part of any email marketing list: a subscriber may move jobs, a company may cease trading. As reported by Litmus, high bounce percentages will impact your overall sender score and as such delivery and ROI of an email marketing campaign.
To maintain great delivery, email blaster’s List Ai will automatically clean and verify mailing lists before use. List Ai automatically detects typos, Bounces, duplicates and dead addresses. Removing harmful data before sending helps maintain great delivery and protect your sender reputation.
The Integrated spam score tester let’s you check the inbox friendliness of your email marketing newsletter before sending. Giving helpful feedback and advice to help ensure your lovingly created email marketing reaches your subscriber every time.
Schedule email marketing sends for a time and date of your choosing. Email blaster’s powerful scheduler ensures that your email marketing newsletter reaches your subscribers at the perfect time. Pick your desired send time and date - your email blaster takes care of the rest. Email blaster gives you the right email marketing solutions to build a successful brand.
Email blaster’s list builder helps build a smart email marketing service. List builder creates custom mailing lists based upon your own criteria. Automatically generate a list of subscribers who read your last email, or perhaps clicked on a specific web link. List builder’s email marketing tools help make a success of your digital marketing.
Offering an email marketing service with complete visibility. The integrated analytics suite automatically tracks every interaction from inside your email newsletter. Monitoring; subscribers who read your email marketing, those that clicked through to your website or just those that unsubscribed. Analytics provides an unparalleled representation of exactly how your email marketing campaign performed.
Featuring pre-formatted one click exportable results, email blaster’s analytics suite provides the right email marketing tools to build your brand.
Email blaster’s sender profiles gives you complete control over the send from settings used on any email newsletter send. For marketing companies and organisations needing to send on behalf of multiple users, sender profiles offer an unparalleled level of flexibility to effectively manage your email marketing services.
Email blaster aims to be completely transparent, giving you ultimate control over the; name, email address and reply-to address that your lovingly created email newsletter originates from. Integrated DKIM and SPF validation allow you to achieve the best email marketing delivery.
Offering true social media integration the email blaster email marketing system, lets you seamlessly sync with your favourite social networks. When hitting send, email blaster can optionally post a copy of your email newsletter to both your Facebook wall and Twitter feed. Giving you and your team the ability to share your lovingly created email marketing with your social media followers.
Subscribe by email blaster lets you easily create stunning newsletter signup forms and landing pages - perfect for capturing new subscribers and growing your email distribution list. Regardless of the type of website you own: WordPress, Wix or a bespoke solution, Subscribe forms can be embedded on any platform - quickly and easily.
GDPR is a European Union law that came into force on the 25th May 2018. The General Data Protection Regulation replaces and is an evolution of the previous data protection act which has been in existence since 1998.
GDPR regulates how companies treat or use personal data (such as a subscribers email address). If your organisation collects data on EU citizens, since the 25th May 2018 new regulations require businesses to process data as set out by the new legislation. The ICO provides further information on GDPR and it’s requirements, as your service provider email blaster and categorised as the “data processor” and is proud to be a fully compliant service provider:
As your email marketing agency, email blaster is obliged to store and process your data securely and in accordance with your instructions. The email blaster cloud is protected by enterprise class hardware firewalls running on our own purpose built Dell PowerEdge server platform. All software data is kept inside our GDPR compliant tier 4 specification data centre.
The state of the art tier 4 facilities represent the highest data centre specification, offering full redundancy of critical network and hardware components. Offering 24/7 monitoring and bespoke intrusion prevention systems, we are proud of offer outstanding levels of uptime, reliability and security for your email marketing services.
GDPR requires that companies holding person data on EU citizens keep that data inside the European Union. Data can only be imported outside the European Economic Area with explicit consent from each and every customer whom your organisation holds information on.
Email blaster’s secure email marketing cloud is located exclusively inside in the UK. When using email blaster, all data is stored in our Tier 4 specification datacenter located in Milton Keynes. We own and operate all our own cloud infrastructure, no element is outsourced to a 3rd party - providing you and your business with a secure email marketing service that your business can rely on every day.
From importing your subscribers, designing your mailer to analysing the results of your email marketing campaign. We put a huge amount of effort into making your email blaster as easy to use as possible.
With email blaster’s campaign builder, it’s easy to create a perfect design which works for your company and fits in perfectly with your brand, the intuitive drag and drop designer lets you drag images and text directly from your computer read to use. Campaign tracking analytics provide stunning presentation, while retaining ease of use to quickly identify who interacted with your email marketing newsletter.
Featuring powerful email marketing tool’s, wrapped inside an easy to use initiative interface, email blaster provides a feature email marketing service to help build your brand and make a success of your digital marketing.
There are many ideas and theories out there as to the best way to achieve good open rates. Here at email blaster, we see thousands of email marketing campaigns each week. Great successful campaigns all follow as set of guidelines that achieve consistently good email marketing open rates. The key factors to achieve this are as follows:
This is why it’s very important to verify your sending domain, verifying your domain, means adding a seal of authentication to effectively ‘tell’ your recipients that it’s ok to accept your email. Verifying your sending domain is dome by adding an SPF record and a DKIM signature to your company domain. It’s very easy to do this and should only take a few minutes. Here at email blaster, we have a handy guide explaining how to do this.
The most effective way to do this is with variants of the subject header line. The subject header line is the first thing that your recipients see and as such is hugely influential on improving your email marketing open rates. This is because if the subject header line doesn’t grab your email subscribers, then they won’t engage with it. Under performing subject header lines are one of the most common reasons for poor email marketing open rates.
Different variants can have hugely varying results - so it’s always a good idea to split test your email marketing before you send it out to your entire subscriber database.
It’s worth double checking that your email marketing software company has a good list cleaning engine that will delete any bad data from your database. Here at email blaster, we have an inbuilt app called “List Ai” that auto scans every database as it’s imported and removes any bad data. Removing bad data before you send any emails really has a huge impact on delivery rates. Good delivery rates put you a step closer to achieving good email open rates.
So, again, it’s really important to make sure that everybody on your list is there because they have asked to be there. Always avoid the temptation to purchase a lists, unqualified, un-opted in data is the fastest route to poor email open rates.
Spam filters will scan your email, prior to letting it through to the inbox, if it contains the elements that they class as spam - then it’ll be delivered to the spam box and chances are that your recipient will never see your lovingly crafted email marketing.
It’s really worth taking the time to check your email marketing before pressing the send button. Any decent email marketing software will have a spam checker app, here at email blaster, we have a great app that will run all of the necessary checks on your mailer required to achieve good inbox placement. Some of the areas to consider when checking your email marketing newsletter for good inbox placement are as follows:
Sometimes, it’s impossible to word your email marketing in such a way that it doesn’t include any spam phrases. Good email inbox placement is about achieving a balance, it isn’t necessary to remove every instance - just enough so that it passes the various checks.
A positive reputation is maintained by only sending to people that have opted in to your email marketing, not receiving spam complaints, hitting spam traps or recording a high number of hard and soft bounces.
This means that when you need some help or guidance, you don't have to wait 24 hours to get a reply. Sometimes, it’s just nice to know that help is on hand when you need it.
These email marketing templates are often based on designs that are tried and tested to be successful layouts. Using these as a base can help to ensure that your email marketing ticks the boxes in terms of the principles of successful design.
This is especially important for checking campaign analytics if you are out of the office. If you can access your email marketing software from a mobile device then this is really handy for keeping on top of your marketing.
Whilst it isn’t in breach of GDPR to use purchased lists of business email addresses, pretty much all email marketing software suppliers will not let you use them. This is because they are typically fraught with issues and cause reputation damage to your company domain name and your email marketing software company’s sending network.
There are a number of ways to grow your email marketing subscribers list, these methods include the following: web based opt in forms, making sure you collect email addresses from everyone that you deal with, contacting prospective companies and asking for their email address, using social media or Pay Per Click (such as Google Ads or Bing)
Getting more people to open your emails is the holy grail for email marketers. It’s important to spot trends in your email marketing analytics, this will give you a good idea what day/time your email subscribe like to receive your email.
You should also split test your marketing (as we’ve discussed earlier in this article), split testing will let you know which of your email marketing campaign variants perform the best.
It is also worth running your send through a spam checker app and making sure that your sending domain is verified. This will help to decrease the chances if hitting the spam box
GDPR (General Data Protection Regulation) came into force on the 25 May 2018. It applies to UK companies how collect, store and use private data (such as email addresses) of their contacts.
In short, everybody. There are no exceptions to GDPR, it applies to every type of person or company who is collecting, storing and using their contacts private information.
Yes, you can, As GDPR is an E.U law that protects the rights of E.U citizens. The law requires that if you are going to export your contacts private information outside of the protection of the law that you ask their permission first.
If you are intending to use a U.S based email marketing software company, then it’s fine to do this, if you have the permission of all of your email marketing subscribers first.
Yes, it does. Any email marketing that you send out is required by law to include an option for your email contacts to unsubscribe from any future mailings.
There has been a certain amount of confusion over this over the last 12 months. The ICO (Information Commissioner’s Office) has updated GDPR to state that you can email any business who may have a legitimate interest in your products.
Although it is technically legal to do this, sending an email to someone who has not asked for it is classed as unsolicited (spam). Spam filters will block any sender who is sending spam and will block them from further sends. This is why pretty much all email marketing software providers will (in the interests of protecting your company domain name), not allow you to send unsolicited emails via their software service.
It always used to be considered Tuesday or Wednesday, early afternoon. What then happened is everybody sent their email marketing strictly adhering to these times, this meant that competition for your email subscriber’s inbox was fierce at this time.
The best approach here is to try your sends at different times and see which time/day gets the best open rates. In recent years, campaigns send outside of office ours have had really great open rates. This is because we all check emails on our mobiles nowadays and lots of people check their work emails on a Sunday evening, before going into the office on Monday morning.
The most important factor here is to send emails when you have fresh content and new things to say. So if your company has a fast stick turn, then it’s ok to send as frequently as every few days. If your content doesn’t hugely change, then it’;s not a good idea to send more than once a week.
Keeping a close eye on the number of unsubscribes that you receive via your email marketing software will give you a good idea of the frequency that your subscribers like to be contacted.
This is pretty much entirely down to you, if your subscribers like what you are sending and they are expecting your email then it could be a ghi as upwards of 50%. However, if you list is old or purchased, or your email marketing doesn’t strike a chord with your subscribers then it could be as low as 3 or 4%.
The rule of thumb here is that well designed, well researched marketing sent to people who want to receive it will always work really well.
Yes, you can. It’s strongly advisable to do this as email marketing that is personalized receives much better open and click through rates. When importing your data into your email marketing software, if you import the email address and the persons name - you can take advantage of your software’s mail merge feature to recall this info when sending your email marketing campaign.
A click through - or CTR (click through rate) is the number of people that clicked on a link inside your email marketing, this could be a link through to your company website for example.
A ‘Call to Action’ (CTA) is the part in your email marketing that asks your email subscriber to do something after they have read your email newsletter. It could for example: “Visit our online shop to view our full range”
There are a few simple rules to follow here to help minimise the risk that your email marketing won’t end up in the spam box:
A hard bounce is a permanent delivery failure - meaning that no matter how many times you send to this address it will fail. This is generally the case with an old domain name that doesn't exist anymore.
A Soft Bounce is a temporary failure, this means that the domain name exists, but at the time of sending your mail did not get through. Reasons could be that the mailbox is full or currently not accepting emails, sometimes soft bounces can go through if sent to again.
This is down to the list of email addresses that you are sending to. If these addresses are not opted in, your recipients may class what you are sending as spam, then yes, eventually your company domain name will be blacklisted. This is quite common with purchased lists.
If you are sending emails to a good clean list of people who have asked to receive your communications, then no you will not be blacklisted.
Spam traps are addresses floated on the internet by a spam filtering companies, these addresses are typically harvested from the internet by list sellers and sold on as part of a database. If you email one of these spam traps, your company domain name could be blacklisted.
The main areas that you want to look are the open/read rate and the clickthrough rate. These are, respectively, the number of people who read your email and the the number of people who clicked on a link.
You should also compare then open rate to the clickthrough rate (CTR), look at the amount of people who read your mailer and then either did or didn’t click on a link.
This refers to testing two variants of the same campaign to small groups of people. This is a great way of finding which campaign (A or B) performa the best, prior to sending to your whole email subscribers database.
Different things work for different businesses, so don’t be afraid to experiment with both or even alternate between the two. Your campaign analytics will show you which works best for your email subscribers.
At every opportunity, through day to day support and the weekly email marketing tips and tricks video channel, we aim to build relationships with our community, this helps email blaster become a better platform, positioned at the heart of your email marketing strategy.
Every line of code that makes up the email blaster platform is written by hand in-house. We do not outsource anything, from development to support. With a firm belief in this approach, this helps us maintain a great email marketing service which you will want to use every day.
Email marketing support is provided in house (often by the team people that write the software), when contacting the team at email blaster we aim to respond right away without the need to wait hours or days for assistance (long waits frustrate us too!).
Standard monthly accounts automatically include account management and telephone support, no call centres or hours waiting on hold, a simple traditional approach to business relationships means that we aim to be on hand to assist right away.
Email blaster’s email marketing service is free to try - offering both pay as you go accounts for irregular senders and standard monthly accounts for regular users. There are no setup fees, long contracts or hidden costs, offering a simple clear approach to help your company develop a successful email marketing strategy. We believe email blaster is a fantastic platform, supported by friendly UK based help when you need it. Open a free account to find out how email email blaster’s email marketing tools can help your company sell more stuff and build a successful brand.
Switching to email blaster is simple, our UK based email marketing team are on hand to help at every stage of the way. Based on the cloud, email blaster can be accessed directly from any major web browser - with no complicated setup’s or installs, email blaster is at home on Mac, Windows and Linux.
Migrating away from a previous supplier does not need to be a daunting task. Email blaster’s email marketing system features the easy to use drag and drop subscriber list import wizard.
When using email blaster, you can quickly drag and drop your mailing list directly from your computer into the software - email blaster takes care of the complicated leaving you and your team free to run your email marketing.
When moving away from a previous email marketing supplier, you may have had an HTML template designed - or a specific layout which you have been happily using for years.
There is no need to throw away your lovingly created mailer - email blaster features our easy to use drag and drop email marketing campaign import wizard - quickly drag and drop your previously designed HTML mailer directly into the email blaster email marketing cloud, ready to use - it’s as simple as that.