I am an email marketing strategist.

I conceive, build and dissect email marketing programs for our clients to evaluate their health, including our own at RootedElm. Being able to work with a client intimately, look at the resources and data they have available, set a vision and goals, and then turn those goals into a successful reality is motivating and rewarding at the same time. For some of our clients, it’s getting started and finding the appropriate email service provider and for others, it’s moving into advanced customer segments, journeys, integrations and robust email campaigns. For all, it’s educating them on how to facilitate the 1:1 relationship they have built with their subscriber.

Email marketing is not a one-size-fits-all blasting medium. It’s personal, and respect must be shown to build trust and keep that relationship intact.

It takes a team.

When it comes to the specifics on how to design or how to code that email to render correctly, my team member Jason Meeker steps in to provide expertise. One of my favorite parts of a project is when Christina Noll, content developer, and I brainstorm and construct the content together for a customer journey. We all take the information we’ve collected — guidelines and insight from the client, email reports, Litmus analytics, survey results, and a visual dashboard we’ve built to take command of our data and formulate the content. We begin to tell a story.

So much behind the scenes goes into creating a dynamic email program that is unknown or often misunderstood by others that have not experienced the entire process.

Expectations.

As an email marketing strategist it is my job to guide our clients to understand the significant role they play, and that it’s not just sending an email, but the message they send must offer value. Often as email marketers, we are placed in a predicament as the expectations of the client is much different than what is best for the subscriber.

Everyone has expectations — especially the subscribers we are tasked to reach actively. They expect the emails they signed up for will be of benefit and not displeasure.

Email marketing is a practice — much like yoga.

I’m an avid practitioner of yoga. When I started yoga years ago, I could barely touch my toes. It took time to become familiar with the poses, how to move my body correctly, strengthen my core and settle my mind. Yoga is the practice of breath. Everyone can breathe, but not everyone can do a headstand (neither can I, but someday)!

It takes practice, knowledge, experience and time to advance to the next level. We evolve.

The same for email marketing. As the data matures our subscribers tell us more and more through the insight we capture. Our customer journey begins to extend down new paths. We admire the work of our peers and learn from their case studies, presentations, books, and blogs then return the favor by sharing our own. As email marketers, we interpret the need to send the right email — at the right time— to the right person. Blasting an email without all the behind the scenes legwork is like falling on top of your head while you’re trying a headstand without building a strong core first!

ABOUT LISA

Lisa Wester is the founder of RootedElm and Chief Engagement Officer that works with our client relationships but most importantly, Lisa has been an email marketing strategist since 2007 and a marketer for a very long time! You can find her on LinkedIn and Twitter.

As a marketer, you know that you can’t just throw up some amazing graphics and expect people to understand your message. You need words. But which words? How many words? In what order? The answer can be found by asking a professional content writer.

I’m a content writer, but what does that really mean?

To start, it means I have a background specifically focused on honing the craft of writing well. My education and degree are in writing. My experience includes years of writing creative messages in every form–essays, billboards, radio and television commercials, print advertisements, blogs, brochures, websites, magazines, email marketing….and on and on.

It means that I approach every potential message with the goal to first learn everything I can about the subject matter. Sometimes the subject is root beer floats, sometimes it’s neurosurgery and sometimes it’s an inspiring young person who’s changing the world. After I learn everything I can about the subject, I turn it around and around in my brain and then it comes pouring back out through my fingertips, hopefully in a way that is more engaging and more understandable to the reader.

Sometimes the process is effortless–the creativity pours out on the page and the headline or email or blog post seems to write itself. And sometimes it’s more painful. My colleagues and I have mapped out the goals of the message, but the right words elude me. Or I have the right words but they aren’t coming together cohesively. That’s when I have to exercise my writing muscle; or follow my own advice to walk away and return to the process later, more refreshed. Either way, easy or difficult, in the end, the only thing that matters is creating a message that resonates.

My typical writing spot—weather permitting

But everyone writes….right?

What’s the value in hiring a professional content writer if I can just write it myself?

Every time you google something, every time you read an email from a company, every time you see a billboard on your drive home, someone put those words together on purpose. Of course, you can write your own content–we certainly encourage it and that’s why we continue to share writing tips on our blog. But when you hire a content writer, you are hiring an expert at putting words together “on purpose.”

Here are 3 more reasons it pays to hire a professional:

Experience: A professional content writer has years of experience in bringing together the right words, in the right way, to ensure a message is on target. Plus, we are also unusually creative!

It saves time: Whether you need to focus on other aspects of a project, or simply need to get something finished quickly in a crunch, an experienced content writer can execute creative, on-target messaging quickly.

Background: A content writer is immersed in content all day, every day. We read blogs about developing the best content and we have our finger on the pulse of what other companies and industries are putting out there, content-wise. So when you hire a professional content writer, you not only get writing expertise, you get all the hours and hours of background knowledge on content marketing that the average professional does not have time–or let’s face it, the desire– to track.

ABOUT CHRISTINA

Christina Noll is a content marketing specialist with 20 years experience telling stories about brands, products, companies—and most importantly, people—through creative and engaging email marketing, content marketing and strategic content planning. You can find her on LinkedIn and Twitter.

Want to ensure your content is engaging and relevant this year? Here are 5 quick tips to help make your email content easy to write and stand out in the inbox:

Draft a Keyword Bank

The first step is to do your research to identify your main message. What content will your audience find useful? What are the key phrases you want to share with the reader? Write them down. These don’t have to be complete thoughts—think of it more as a word and phrase “bank” to work from.

A blank space can be intimidating and creating a word bank gives you a solid start. Ultimately, you’ll hone your final content from these ideas.

“We all need to make sure that our content meets one or more of these three criteria”

1. The reader can DO something
2. The reader LEARNS something
3. The reader FEELS something

Paraphrased, and although Andy Crestodina is talking about blog posts here, we can directly apply this criteria to email content. Check out pages 113 – 115 in his book Content Chemistry.*

Use a Thesaurus

Even the best ideas may not impart your message the way you imagined. Sometimes you just need a different word.  I frequently pull out my trusty thesaurus (okay, thesaurus.com) to identify other ways to impart the same message in a more fresh or relevant way.

Look back at your word bank and use the thesaurus to find stronger words, action words or friction-free words for each of your key messages.

Draft and Then Walk Away

My number one tip for generating the best possible content involves taking a big step back. Create a very rough draft of what you want to say, and then step away. When you come back to it later, you’ll be looking at it with fresh eyes, and undoubtedly, fresh ideas.

When it comes to voice and tone, think about your email as a person-to-person conversation you are having with the reader. It doesn’t need to be perfect the first time. It needs to be genuine.

Another huge part of this equation: Collaboration is key.  Ask for input from another colleague—they may be able to point out where your intentions are unclear. Lisa and I frequently find that our best work is a result of direct collaboration during the refining process. Revise until the content clearly meets your original goals.

Change Mediums

Another way to get fresh eyes on email content is to print it out. We live in a digital world but printing out an email or template forces you to process it differently. You’ll be surprised with the quickness you can catch errors and edits just by changing the medium you’re using.

Jason Meeker,
RootedELM Strategic Partner

Write Your Subject Line Last

The last thing you should write is the first thing your audience will see—the subject line. Think of it as a catchy headline that summarizes your email. Write down the key points from your email, then brainstorm ideas based on that list.

Subject lines can be fun—this is where you can use puns, rhyming and play on words. Using emoji’s in subject lines is another trend that can increase open rates and provide a captivating visual when used correctly.

Remember to include the most important information first in your subject line and keep it to no more than 50 characters. It also must be meaningful to the email content. Finally, run your subject line by a few peers to be sure any wordplay is instantly recognizable and not too corny.

CUE-DIVE Method

Subject line and preview text content can be Contextual, Urgent, Emotional, Detailed, Intriguing, Visual and Earned.

Email Marketing Rules
by Chad S. White — pg. 374*

Call in Reinforcements 

Finally, if you’re still struggling to create content that hits the mark, consider using a ghostwriter. Content development is not always easy—you may be short on time or creativity. A professional content developer (like me!) can help or even just provide a much needed second set of eyes.

Stuck and need a little inspiration? We frequently read books, blogs and listen to podcasts for ideas on producing better (and easier!) content.

A few of our favorites:

• Content Marketing Institute Blog
• Everybody Writes by Ann Handley*
• Unthinkable (podcast) by Jay Acunzo
• Litmus Blog

And from our own blog:

• Learn How to Curate Content for Your Email Campaigns. 
• For long form content that goes beyond an email—such as a newsletter, blog or website text-—follow these 5 Steps to Developing Longer Content

*We are a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for us to earn fees by linking to Amazon.com and affiliated sites.

Plan.

Stop emailing off the cuff and map out what messages would be essential for your subscriber to receive. With email marketing, along with most forms of content, consistency and value are key. There are many ways to keep on schedule but a content calendar that can be shared with your entire team is the perfect place to start. Writing it down puts it into action. Some of our clients utilize a Google spreadsheet. Our team uses Flow, a project management and collaboration system.

Start with your lifecycle campaigns. Pinpoint when it would add value for your subscriber to hear from you. A welcome series is the first place to start but after that would a birthday or anniversary campaign show the subscriber you are thinking of them? What about a reminder of an upcoming appointment or a survey after a purchase, completion of a project or a recent visit? Incorporating a reoccurring re-engagement campaign to your plan will make a huge difference and keep your subscriber list clean.

Tis the season — or is it? Add in seasonal email messages that fit your values and would be pertinent to your audience—not just trends because that’s what you do.

Timing is everything. Be as consistent as promised with your audience when it comes to email newsletters and promotional campaigns. If they expect to receive an email the third Tuesday of the month, don’t disappoint them.

Leave space for ad-hoc campaigns. These messages include latest promotions, company news, local events or an amazing blog post beneficial to your audience.

Conduct an Email Audit.

Audit your own email campaigns and audit others. We flag and share amongst ourselves email campaigns that resonate with us all the time, taking note of something that worked or in many cases something that could be so much better, mainly with email rendering. It’s not critiquing — it’s a learning process — a mental note for us to remember how an email was received and what to do or not to do.

Most likely your inbox is packed full of campaigns as well. Flag what you like then start a google spreadsheet or document with space for notes and a screenshot of the email. Share the link with others to add their input and do the same. Even just hitting print and making notes the old-fashioned way, storing the printed documents in a community folder, works.

Check out our Emails We Love series for ideas and evaluation on email campaigns we’ve received. If you would like feedback on a recent email campaign, please reach out and we will give you honest and validated feedback using our email analytic tool Litmus.

Develop a Remarkably Good Email Template.

Make it easy for yourself and your team to stay on top of your plan. With at least one good email template, your primary task will be writing the relevant content and sourcing supporting images. Almost every email service provider has templates that you can customize to meet your needs.

A template can be a pre-built, drag & drop style template as shown below from the Salesforce Marketing Cloud.

A template can be a custom HTML built to fit your ESP guidelines as shown below using Campaign Monitor.

Our final example is our newsletter, “From Your Email Horticulturists” that we adapt each month using Litmus Builder then sync directly to our ESP.

Most of the assets and code remain the same for each issue. We edit the text and images within the HTML to differentiate one newsletter from the next as shown in this holiday email.

Get Cozy With Your Metrics.

There is so much you can learn if you just take the time to dive in and develop an ongoing visual document of your campaign trends, subscriber behavior, and gaps. A visual dashboard can be created using an excel spreadsheet or an online dashboard software like Klipfolio. Simply being able to quickly see in graphic form the health of your email marketing program will pay off greatly in the long run. Think of all the decisive and validated planning you’ll be able to do.

In addition to trends with your click to open rate, your unique open rate an unique click-through rate, a specific metric to pay attention to is the life of your subscriber; the time from subscription to when they unsubscribe and how they unsubscribe.

In the visual dashboard below, it’s easy to validate that we need to build more trust through our welcome series and increase the email campaigns from one to several. By adding these additional emails, the high unsubscribe rate and spam complaints will reduce within the first 90 days. This visual also tells us that a reengagement series should be applied before the subscriber hits their one year anniversary for sure and possibly sooner after the new welcome campaigns come to fruition.

Listen.

Remember you are sending to people, not just an email address. My opinion: this is the essential piece of the puzzle. Whether it be in a group setting or individually, sit down with members of your team, management, frontline staff, and sales and ponder: what is the reason we are creating this content? What action do we want our subscribers to take? What value do we offer our subscribers?

Talk to your audience individually or through an online survey to find out why they care about your company, your services, the products you offer, and the experience you give them. An A/B split test is a form of listening and so is purchase behavior. Combine your dashboard with the knowledge you’ve received and ask the hard questions, and you’ll be able to plan for a stronger email program in 2019.

Cultivating your email marketing program is ongoing.

Take on one task at a time and perfect it as best as you can, then work on another tomorrow. Be methodical and meticulous. Each day your program will get stronger and you’ll be smarter and your subscribers and your management team will thank you.

Not to mention — we’re also here to help.

In his thought-provoking book,“The Checklist Manifesto,” Atul Gawande walks through vivid examples of how both the airline industry and the medical field radically reduced errors and improved safety issues by using a simple checklist. Since reading his book, every time I board a plane I envision the pilot and co-pilot working their way down that checklist to ensure that everyone on my flight makes it to our destination. Atul Gawande convinced me, and countless others, that every industry, every person, and every project would benefit from a checklist.

COLLABORATE

Typically multiple people are involved with the email planning, design, copywriting, development, testing and approval of an email campaign. Most often, these same people have several emails and supporting landing pages progressing at the same time. Trying to keep everyone aligned can be daunting! It makes sense to work from a centralized list — giving each member the ability to check off their completed task, leading to a streamlined process, stronger collaboration, and most importantly a reduction in errors and improvement in quality overall.

START HERE

To give you a solid foundation to build on, we took our experience and knowledge with email marketing and content marketing to create an Email Marketing Checklist. The first five steps involve organization, collaboration and a lot of listening. All of this is needed to get to know your audience better to send the right message, to the right person, at the right time — the purpose of email marketing. As you build your checklist or tailor the one we’ve drafted for you, allow the members of your team to have a voice in what needs to happen. Obtaining input will break down barriers, find missing tasks and set timing accordingly.

CUSTOMIZE

The second five encompass the action of composing, building and testing each email campaign. Litmus, our partner with email rendering and analytics, has made it easy to check off and approve each of these actions with their Custom Checklist feature. For example, the image below shows the custom checklist we utilize for our monthly newsletter “From your Email Horticulturists.” You’ll notice that a few of the last five tasks from the Email Marketing Checklist are applied here. We’re able to mark each task as complete, as well as see who completed which task.

Because of the checklist process, we’re learning more about our audience as a team. We’ve stayed on track with our email campaigns, content, measurement and ongoing education for continuous improvement. Our clients are benefiting from the expanded communication and collaboration.

You can do the same. Get started on your checklist.

Recently RootedELM sent a survey to our subscribers asking them a few questions. Each respondent received a $10 gift card for their time and sharing their information. The scenario walks through how to identify the subscribers that did not complete the survey to be able to follow up with a second email invitation to participate.

SCENARIO 2: UNENGAGED FOR MULTIPLE SENDS

Inactive subscribers skew your tracking results and cause harm to your deliverability relationship with inbox providers. If over a period and multiple sends, your subscriber has not opened or clicked within an email (or based on your defined criteria), it’s best for you to take action, by asking your subscriber to take action, with some form of a reengagement campaign series. For example, A&W Restaurants uses an annual survey and incentive to re-engage.

“Subscribers who haven’t engaged with your emails in a long time represent a shrinking revenue opportunity and growing risk to your deliverability.”

– Chad White, Email Marketing Rules – Third Edition

When to send a re-engagement campaign depends on how frequent you send and your customer purchase lifecycle. Investing in a re-engagement program however, leads to answers. Whether you send an inquiry to ask questions about interest or an email campaign to test a new idea out on — you receive insight to improve upon. You learn more about what type of content is working, where you can enhance and where you’re missing the boat.

How close do you monitor your subscriber lists? Are you trying to re-engage your disengaged? RootedELM has developed multiple campaigns of this type and available to explore and discuss ideas with you for your program.

RESOURCES TO HELP YOU FLOURISH:

Campaign Monitor: Send More Relevant Emails with Additional Rules for Segments

Litmus: 3 Steps to Successful Subscriber Reengagement 

So you’re ready to expand your email marketing program, but not sure how to create all the content? Below, we offer four steps and five sources to get you thinking.

STEP 1

Segment your subscribers into your audience and your customers to draft at least one persona for each. Their needs for content are different.  A customer has had an experience with you. They have self-identified their needs. Therefore, you have knowledge of what products they would have an interest in to sell to. An audience, on the other hand, needs content other than the product or service. You need to build trust, nurture them. An audience anticipates an experience with you. Most likely you’ll have more than one persona for each, but designating at least one for your audience and one for your customer will be a good starting point in defining goals and curating content.

STEP 2

In addition to your overarching email marketing program goals, you need to set goals for each of your email campaigns. What do you want to happen for each email? For example, the central goal for our monthly newsletter called “From Your Email Horticulturists” is to have our audience click-through to the content we offer guiding them on email marketing best practices, how to’s and lessons with specific functionality within their email marketing tool.

STEP 3

Begin to compose your content for your email campaign(s) using the knowledge obtained and data collected through the five sources below. Keep in mind; it’s essential to test your email content and email design before you launch to your segmented audience.

STEP 4

Draw. Whether it’s in a notebook, on a program like Omnigraffle or even a scrap piece of paper, I find that drawing helps me visualize a subscribers journey. It guides me from where I am today to where I want to be. Best of all, it creates an original task list on where I need to focus.

5 Sources to Curate Content:

1. Their lifecycle – birthday, anniversaries, account renewal, changes to account detail. The goal is to recognize a personal event or behavior.

2. Your staff – on a continual basis, schedule time with all client-facing staff, including customer service and call-center departments. Listen and document questions, concerns, pain points and positive feedback that is presented by your customers for each product offered. Record timing as well – when did the question/concern, etc. arise? Was it at the beginning of the relationship with the product or service or after several years because of changes, etc. This will help you pinpoint what and when a gap in content should be addressed.

3. Feedback – send an ongoing customer questionnaire to look for trends in opinion, concerns and intent to move to a new product or the next step in their relationship with you. Ask for a customer testimony to use in future email campaigns or on your website while you’re at it! We use Survey Gizmo if you would like to test out an online service.

5. Industry trends – spy on your competition. What are they writing about?  Do you see this happening with your clients?

Personally, if I write to an individual, the content comes together much easier. It may take time, but building your email marketing program using content curated from such sources as mentioned above will not only increase the value of content leading to greater subscriber engagement but offer deeper insight into their minds for use with other channels.

If you are looking for examples of outstanding content, visit our Emails We Love category on this blog. Every other week, we feature the best content we’ve received in our very own inboxes to inspire others.

Let us know, what are you doing to curate content?

Welcome your subscribers again and again.

As marketers, we strive to meet our goals as well as achieve the highest engagement and conversion rates we can. On average, a welcome campaign produces 10% greater results than another type of email campaign.

Newly opted in subscribers are excited to hear from us and it’s our job to provide the information they are seeking. Extending that hospitality across multiple email campaigns bestows good customer experience and opens up two-way communication.

Why not reap the rewards a little longer? Use this infographic as a guide for your onboarding email campaigns to boost engagement even more. Our skilled team is available to answer questions, provide feedback and assist along the way.

One of the most common practices of email marketers is to neglect taking the time to re-engage their audience. A misconception that typically stems from upper management is that quantity of subscribers is better than the quality of subscribers. The assumption is: the more email addresses a email campaign is sent to, the greater the opportunity for our audience to convert. Actually, quite the opposite is true. With quality, engaged email addresses, you’ll find your conversion metrics to be greater and you’ll stay away from spam traps and the dreaded junk mailbox.

So When Should You Re-engage?

It’s Just Time.

Hanging on to unengaged subscribers just muddies up your metrics and most importantly your relationship with ISP’s (the email inbox) like Gmail. Try to ignite engagement with an exceptional offer, or a reminder of a previous purchase or experience like the Shutterfly example I talked about in a recent post. This is also a good opportunity to ask for feedback to understand why the subscriber has lost interest. Asking questions often leads to a theme or trend that you may be missing.

A&W Restaurants conducts an annual re-engagement campaign sending a survey about their Mug Club experience to those that have not opened or clicked a single Mug Club email in six months. Those that choose not to respond after receiving two email campaigns in a 14 day period, are unsubscribed. Those that do respond get a nice limited-time offer and entered into a drawing to be chosen as one of three subscribers to receive $50 in Bear Bucks. The insight obtained leads to improvement with their Mug Club program.

You’ve Changed Your Send Cadence.

Think about your own inbox and how you would react if you suddenly started to receive an influx of email from a company. Most likely you would become annoyed and either unsubscribe or ignore the emails entirely. Be courteous: announce an upcoming change to your cadence or content and give your subscriber the opportunity to opt-in or opt-out by visiting the preference center.

Hyde Park Jewelers would send a campaign the first of November each year to inform of an upcoming increase in holiday sends and provide an option for subscribers to update their preferences. This option allowed for deeper segmentation into categories called Fashionista, Watch Enthusiast or Special Events that were self-identified and eliminated a subscriber receiving every piece of email the company sent.

You Have a Regulation or Privacy Update.

If your industry or company requires notification to your subscribers regarding a change in regulation, membership, policy, etc. then take this opportunity to check in with all subscribers to see if your content is on target or where can you improve. A use case would be a quarterly or yearly statement within the financial industry. Direct them to their email preference center to confirm or make adjustments. This reiterates that you are attentive to their interest and leads to a good experience for your subscriber.

You’ve Changed Email Service Providers.

Start clean and build a good sender reputation with your new email service provider. ISP’s look at positive behaviors by your subscribers to determine if your message is worthy enough to make it into the inbox or should go directly to the junk mail box. They look at whether your subscribers open, delete, save your emails in a folder, or save your sender email address to their address book, etc.

Recently we transitioned Lexington Podiatry from one email service provider to another that fit their needs better. Prior to the transition, the marketing team cleaned house. If a subscriber had not interacted with them during the previous six months, they were not imported. This not only saved on the expense of each subscriber, it also told the ISP’s that the people they were sending to wanted to receive their monthly newsletters, appointment reminders, birthday messages and follow-up surveys through the positive interaction by the subscriber.

You Need Answers.

It is important to keep a clean list and re-engage for the reasons mentioned above, but also just to know your audience better. Their interaction leads to knowledge to create not only stronger email campaigns, but also content and programs across your entire marketing mix.

Incorporating lifecycle email messaging will build a strong foundation and —  because these campaigns are the most relevant — keep your subscribers engaged. Start with your welcome campaign and turn it into a welcome series for efficient and informative on-boarding. Build trust with your new subscriber by sharing information about your company, culture, social channels and relevant products, etc. Ask questions to obtain insight leading to additional lifecycle campaigns such as happy birthday, happy anniversary or interested product updates and use accessible data to send appointment reminders, customer service surveys or win-back campaigns. All of these lifecycle campaigns, even a re-engagement campaign, can be automated with most email service providers depending on your functionality and data available.

Sometimes the answer to one person’s question can help the next person and so on. Consider this a FAQ of email marketing. We’ll post actual questions from our customers, along with the expert solutions so you can tuck them away in case you run into the same issue later.

Issue: Font changing in email when it’s sent
ESP:  Campaign Monitor

Ok, so apparently for some of the templates in Campaign Monitor they’ve hardcoded fallback fonts to be changed from the settings section. So since the hardcoded fallback was serif for when Merriweather was chosen, changing to Helvetica in the text block wasn’t changing the font-stack except for adding Helvetica to the front of the code.

I fixed it by going to the settings for the template and changed the Heading 1, Heading 2, Heading 3 and Normal Text to Helvetica and it changed the font stacks accordingly. I’ve also alerted Campaign Monitor to the issue with this template (and potentially others as well).