How to Master Email Marketing (2024)
Summary
TLDR本视频由HubSpot的Jamal主讲,强调电子邮件营销对业务的重要性,并提供成功基础。他介绍了三步策略:构建邮件列表、维护列表健康和发送有价值内容。强调不要购买或租用邮件列表,而应通过提供免费电子书、免费试用或在线研讨会等方式吸引用户自愿提供邮件信息。同时,讨论了如何通过细分和行为触发的电子邮件活动来提高参与度和投资回报率。最后,Jamal提供了撰写有效电子邮件副本的技巧,包括简洁明了的文本、针对受众的写作风格以及避免垃圾邮件触发词。
Takeaways
- 📈 电子邮件营销是商业成功的关键部分,全球有43亿电子邮件用户,占地球人口的一半以上。
- 🚫 不要购买或租赁电子邮件列表,这会导致低打开率、品牌形象受损,甚至可能面临隐私保护机构的高额罚款。
- 📚 通过提供有价值的内容,如免费电子书、服务试用或在线研讨会,来建立高质量的电子邮件列表。
- 🔒 确保用户选择加入邮件列表,这有助于遵守严格的反垃圾邮件政策,并确保用户希望收到你的邮件。
- 🔄 定期清理邮件列表,移除那些弹回或从不打开邮件的地址,建议每6到12个月进行一次。
- 📊 邮件营销的投资回报率(ROI)在增长,2019年每花费1美元的回报为42美元。
- 📝 邮件营销中使用细分可以提高效率,根据用户的兴趣和行为将邮件列表分成更小的群体。
- 🎯 行为细分是基于用户与品牌的先前互动,如过去的购买、生命周期阶段和客户忠诚度。
- 💌 发送有价值的电子邮件是关键,要提供用户想要点击的内容,因为这能以某种方式改善他们的生活。
- 🏷 邮件的主题行至关重要,应该简洁明了,激发收件人的兴趣,但不要透露太多信息。
- 📝 邮件正文应简洁、友好,针对你的受众群体,避免使用可能触发垃圾邮件过滤器的词汇。
Q & A
电子邮件营销为什么对业务至关重要?
-电子邮件营销对业务至关重要,因为全球有43亿电子邮件用户,超过地球人口的一半使用电子邮件。没有电子邮件营销策略,企业就无法充分利用这一庞大的潜在客户群。
为什么不应该购买或租赁电子邮件列表?
-购买或租赁电子邮件列表可能导致低打开率、品牌形象受损,甚至可能因违反隐私保护法规而面临高额罚款。
HubSpot是如何建立其电子邮件列表的?
-HubSpot通过制作免费的电子书,当用户搜索相关主题时发现这些资源,例如数据可视化介绍或如何成为影响者,从而建立其电子邮件列表。
为什么用户选择加入电子邮件列表很重要?
-用户选择加入意味着他们希望收到你的信息,并且这样做可以保持你遵守日益严格的反垃圾邮件政策,这些政策由政府和电子邮件服务提供商实施。
什么是双重选择(double opt-in)?
-双重选择是一种用户在注册时需要打开并点击他们收到的自动电子邮件的过程。这不仅可以防止用户提交假电子邮件,还可以训练他们的电子邮件应用程序识别来自你的高质量信息。
为什么需要定期清理电子邮件列表?
-定期清理电子邮件列表可以移除那些弹回或从不打开你电子邮件的地址。这有助于保持你的列表健康,避免因发送太多未打开的邮件而被电子邮件服务归类为垃圾邮件。
电子邮件营销的投资回报率(ROI)为何在提升?
-电子邮件营销的投资回报率提升的一个主要原因是电子邮件营销中增加了对用户群体的细分,这使得发送的内容更加针对性和个性化。
什么是用户细分(segmentation)?
-用户细分意味着将你的电子邮件列表分成更小的群体,以便你可以向每个细分发送针对他们兴趣的特定内容。
为什么行为细分(behavioral segmentation)在电子邮件营销中如此有效?
-行为细分是根据用户之前与你的品牌的互动进行分组,例如之前的购买、生命周期阶段和客户忠诚度。创建针对特定行为的触发电子邮件流程,可以让你对用户的需求做出响应。
为什么电子邮件的主题行如此重要?
-电子邮件的主题行至关重要,因为它可以吸引收件人的注意力并激发他们打开电子邮件的兴趣。一个好的主题行应该在50个字符以内,简洁明了地传达电子邮件的价值。
如何避免电子邮件被标记为垃圾邮件?
-避免电子邮件被标记为垃圾邮件的方法包括使用友好的一对一写作风格,避免使用垃圾邮件触发词,并在发送前通过垃圾邮件检查器检查电子邮件。
Outlines
📧 电子邮件营销的重要性与基础策略
本段视频脚本强调了电子邮件营销对企业的重要性,指出全球有43亿电子邮件用户,企业不可忽视电子邮件营销策略。与社交媒体相比,电子邮件营销更为直接。Jamal从HubSpot介绍了电子邮件营销的三个基本步骤:构建邮件列表、维护列表健康和发送有价值的内容。他警告不要购买或租赁邮件列表,因为这会导致低打开率、品牌形象受损和隐私保护机构的重罚。相反,应通过提供有价值的内容或服务来吸引用户自愿提供电子邮件地址,例如免费电子书、服务试用或在线研讨会。此外,还应使用弹出窗口和购买时的提示来收集电子邮件,并确保用户选择加入以符合反垃圾邮件政策。
🔍 维护邮件列表与提高电子邮件营销的投资回报率
视频的第二部分讨论了如何维护电子邮件列表以确保未来的成功。建议定期清理邮件列表,移除那些弹回或从不打开邮件的地址,以保持列表的健康并避免邮件被归类为垃圾邮件。强调了电子邮件营销投资回报率的提高,2010年每投入1美元可得到40美元的回报,到2019年这一数字增加到42美元。提高的原因是电子邮件营销中细分的使用增加。细分意味着根据用户的兴趣将邮件列表分成更小的群体,可以按人口统计数据或基于用户与品牌的先前互动进行行为细分。创建针对特定行为的触发电子邮件流可以更好地满足用户需求。77%的电子邮件营销投资回报来自这种细分的、针对性的触发活动。最后,强调了发送有价值的电子邮件的重要性,建议在电子邮件主题行中提供明确的价值,并在邮件正文中兑现承诺,避免使用欺骗性的点击诱饵。
Mindmap
Keywords
💡电子邮件营销
💡用户列表构建
💡列表维护
💡内容价值
💡订阅确认
💡分割
💡触发型电子邮件
💡主题行
💡预览文本
💡A/B测试
💡垃圾邮件触发词
Highlights
电子邮件营销是业务中非常重要的一部分,全球有43亿电子邮件用户。
电子邮件营销相对社交媒体平台来说更直接,不受算法变化影响。
Jamal 将教授电子邮件营销的基础,为长期成功打下基础。
成为电子邮件营销大师分为三个步骤:构建邮件列表、维护列表健康、发送有价值内容。
构建邮件列表时,不要购买或租用邮件列表,以避免低打开率和品牌形象损害。
通过提供有价值的免费电子书、服务试用或在线研讨会等来吸引用户订阅。
使用弹出窗口在用户浏览网站一段时间后收集电子邮件,以提高用户订阅意愿。
用户选择订阅意味着他们愿意接收信息,同时遵守反垃圾邮件政策。
双重订阅验证可以防止用户输入假电子邮件,同时训练他们的邮件应用识别你的邮件。
定期清理邮件列表,移除无效或不活跃的电子邮件地址。
电子邮件营销的回报率在增加,2019年每花费1美元可得到42美元回报。
通过细分邮件列表,根据用户的兴趣发送特定内容,可以提高邮件营销的效果。
基于用户之前与品牌的互动进行行为细分,可以创建触发式电子邮件流程。
77%的电子邮件营销回报来自细分、针对性的触发活动。
发送有价值的电子邮件,提高用户打开率和参与度。
电子邮件的标题行至关重要,需要简洁并激发收件人的兴趣。
使用预标题支持主题行,增强邮件在收件箱中的预览效果。
进行A/B测试以优化电子邮件主题行,提高邮件打开率。
撰写电子邮件内容时,保持简洁明了,针对受众,采用友好的一对一风格。
避免使用垃圾邮件触发词,并使用垃圾邮件检查工具确保邮件格式合规。
Transcripts
- Are we really just gonna sit here
and pretend that email marketing
isn't one of the most important parts of your business?
We are?
Oh, okay.
For everyone else, though,
the data tells us that there are 4.3 billion, with a B
email users worldwide.
With literally more than half of the planet using email,
your business can't afford
to not have an email marketing strategy.
And unlike those social media platforms
with their confusing features
and constantly changing algorithm,
and no one liking your posts for whatever reason,
email marketing is relatively straightforward.
What's up?
I'm Jamal from HubSpot.
In this video,
I'm gonna teach you the basics of email marketing,
setting you up with a foundation for success
that can last for years.
If you find this useful, be sure to like this video
and subscribe to the HubSpot YouTube channel.
(lighthearted music)
So, how do you become a master email marketer?
Put simply, it's divided into three steps.
One, build your list.
Two, maintain the health of that list,
and three, email a list with valuable content every time.
Let's start by building your list.
When building your email list,
there's really one rule and one rule only,
and that's never buy or rent a list.
And actually there are more rules,
but let's just focus on that one for now.
Buying or renting an email list can lead to low open rates,
bad brand appearance,
and even hefty fines from privacy protection agencies.
So, what should you do to build up a quality email list?
Well, here at HubSpot,
we built our email list by producing free eBooks
that users discovered when searching for topics
like introduction to data visualization
or how to become an influencer.
Maybe you can offer a free trial of your service
or an online seminar, or other experience.
Whatever you offer,
it needs to be something valuable enough to convince users
to part with their personal email information.
In addition to the landing page,
most websites will let you place a pop-up to collect email.
Set one to appear
after the user has spent some time on your site,
which indicates that they're receiving value
and might be open to more information.
And if your business involves online ordering,
make sure customers are prompted to opt into your email list
when making a purchase.
Why is it important that users opt-in?
Well, having users opt-in means they want to hear from you.
It also keeps you compliant with ever stricter
anti-spam policies being implemented by governments,
as well as email services themselves.
A double opt-in is even more effective
since it requires the user to open and click
an automated email they receive when signing up.
This not only prevents users from giving fake emails,
but it also trains their email app
to recognize quality messages from you.
And with that...
(spam cackles)
we just launched a spam folder.
Way to go.
How you go about building your email list
will set the stage for future success,
but just as important is how you maintain your list.
This means periodically scrubbing your email list
to remove emails that bounce
or addresses that never open your emails.
A good rule of thumb is to scrub your list
every six to 12 months.
You might be wondering,
"What's the harm in emailing people
"who don't open them, right?
"I should be able to do that, right?"
Well, another metric that email algorithms use
to determine if something is spam is the engagement ratio.
The more you send emails that never get opened,
the more likely the email services
will eventually categorize your emails as spam.
Make sense?
The good news is that despite these increasing obstacles
to email deliverability,
the overall value of email marketing
is actually on the rise.
In 2010, Digital Marketing Association
put the return on email marketing
at $40 for every dollar spent.
By 2019, that return increased to $42
for every dollar spent.
Why has the ROI gone up?
Because I'm opening everyone's emails for them.
No, but actually though,
a major reason is an increased use of segmentation
in email marketing.
Segmentation means dividing your email list
into smaller groups
so that you can send each segment,
content-specific to their interests.
You can segment your list by demographic data
like location, company size,
or anything else that's important for your business.
So the real email ninjas
use what's called behavioral segmentation,
which is grouping
based on how the user previously interacted with your brand.
Things like previous purchases, lifecycle stages,
and customer loyalty.
Creating triggered email flows for specific behaviors
allow you to be responsive to your user's needs.
So, it's no wonder that 77% of email marketing ROI
comes from these sorts of segmented,
targeted trigger campaigns.
It's the best tool for giving your audience
the valuable content they'll want to open
because they know it's tailored to their interests.
And that... that's inbound baby,
which brings us to our final step
in mastering email marketing.
Send valuable emails.
The average office worker
receives around 120 emails per day.
That is many.
Out of that 120,
40 are important business emails that require response.
That leaves 80 other emails vying for attention.
The only way to stand out
is by having a super clickbait title for the subject line.
That's a real tip, you should do that.
(chuckles)
No, the only actual way
is to stand out by offering something
your subscribers want to click on
because it somehow improves their lives.
Think about a company like OpenTable
who uses subscriber's past behavior
to offer useful discounts or recommend new restaurants,
or Spotify who send regular emails,
notifying users of new music by artists they follow.
These are great examples of valuable emails
that subscribers want to receive and are happy to open.
One more useful tip.
Whenever you're recommending something to your subscriber,
be sure to remind them of the activity
that triggered the recommendation.
That way, they associate the good feeling
of the previous experience with the new one you're offering.
Now, when it comes to emails,
conveying value starts with the subject line.
This can mean literally telling the recipient
what they'll get from opening the email,
and try to do it in 50 characters or less.
Use those 50 characters to peak the customer's interest.
Don't give everything away upfront
like me with Bobby Jenkins in the fourth grade,
I gave him my Goku action figure and then he just,
he didn't talk to me anymore after that.
Leave a bit of mystery
so they'll feel compelled to open the email to know more.
Just be sure that whatever you tease in the subject line
is actually delivered in the body of the email.
No one likes deceptive, clickbaity subject lines,
I was kidding before.
And 69% of spam reports come from subject lines alone.
So watch out.
Now, you can also use the preheader.
That is the first few words in the body of your email
that get previewed in your inbox
to support the subject line.
Most email marketing systems
will allow you to set the preheader
when you enter the subject line
so you don't have to worry about
altering the actual body copy of your email.
And always A/B test your subject line
so that each email you send
teaches you something for the next one.
So, all the messages from your email list
have been delivered,
and thanks to your brilliant subject line and preheader,
good job,
folks are itching to read what you've sent them.
So, what are you going to say?
(lighthearted electronic music)
Crafting killer email copy could be its own video.
Until that time, here's some tips.
Tip number one.
Keep text neat and simple, with the main point upfront.
Use short sentences with lots of paragraph breaks.
Save those verbose think pieces for your blog,
this is an email.
Tip number two.
Write for your audience.
Remember those list segments we made?
This is why they're so important.
And tip number three, write in a friendly one-to-one style.
This isn't just a good way to treat your customers,
it also helps prevent your email
from getting tagged as spam.
And speaking of spam,
HubSpot keeps an extensive list of spam trigger words
that you should avoid when writing email copy.
There will be a link in the video description below,
and if you don't click on it,
I'll be sent to the spam folder.
You should also run your email through a spam task
before sending it
to make sure you're formatting, punctuation, and fonts
all pass through the filters.
There are plenty of free spam checkers online you can use.
You'd be amazed how a few tiny tweaks
can make a huge difference.
So, when it comes to email marketing,
sending valuable content in a compliant format
to users who you know want to receive it
will allow you to execute successful campaigns
for years to come.
Happy emailing.
I'm off to the spam folder.
Which...
(burbles)
I don't know why, that's like my I messed up sound,
but it is and we're rolling.
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