Nutshells eksperter på e-postmarkedsføring er her for å hjelpe deg. Se videoene nedenfor for å få et lynkurs i terminologien og strategiene du trenger for å komme i gang med e-postmarkedsføring. Takk for at du så med, og send en e-post til growth@nutshell.com hvis du har spørsmål om e-postmarkedsføring direkte til teamet vårt.
Et nyhetsbrev er en temabasert serie med e-poster som sendes ut til abonnentene dine med jevne mellomrom. Hovedformålet med et nyhetsbrev er å pleie abonnentene ved å tilby dem verdi og opprettholde positive assosiasjoner til varemerket ditt.
Hvert nyhetsbrev i en serie kalles en utgave, og hvis du er konsekvent med utformingen og rytmen i utgavene, blir leserne vant til å åpne dem.
En broadcast er en enkeltstående e-post til markedsføringslisten din eller et segment av listen. Du sender en broadcast når du har noe spesielt å tilby abonnentene dine eller noe viktig å fortelle dem.
Kringkastingssendinger har ingen utgaver. Det er markedsføringskommunikasjon som sendes ut én gang. Av den grunn har markedsførere større frihet når det gjelder hvordan de ser ut og når de sendes ut.
For further reading:
How to build a newsletter that turns readers into buyers
8 newsletter design tips to help you boost clicks
En personlig e-postsekvens er en serie én-til-én-e-poster som sendes automatisk til mottakeren svarer på sekvensen, eller til alle meldingene i sekvensen er sendt. Når e-postene når mottakerens innboks, ser de ut som alle andre personlige e-poster mottakeren mottar.
Personal email sequences are great to use when you want to create a connection with your recipients and are looking to kick off a 1:1 sales conversation. Once a recipient replies to your email, their sequence ends and the real conversations can begin.
Marketing drip sequences are similar to personal email sequences, in that they are also a templated series of emails with scheduled follow-up messages. But the goal of a marketing drip sequence is to inform the recipient or get them to interact with your emails.
Marketing drip sequences are mostly curated for a target audience that you’re either working with (like customers in a specific sales territory) or marketing to (like subscribers to your newsletter).
Messages within marketing drip sequences typically contain images and stylized text. They seem as if they’re from the company or brand, rather than being personally sent by an individual. Regardless of how your recipient engages with your marketing drip sequence—whether they reply to it, click on one of its links, or ignore it—they will continue to receive the sequence.
According to the CAN-SPAM act, recipients need to opt in to receiving your marketing drip sequences as they are considered marketing emails.
For further reading:
The simple guide to drip email campaigns
How to write a killer follow-up email sequence that draws replies
Bulk emails and marketing broadcasts are both tools that help you get your message into a lot of inboxes at once, but each one has its own specific purpose.
Bulk emails are personal emails that are delivered to multiple people at once. Sales reps use templated bulk emails to re-establish contact with buyers they haven’t engaged with in a while, or even just to start a personal conversation. When they show up in recipients’ inboxes, they look just like any other personal email.
Many CRM platforms offer the ability to create email templates with merge fields and placeholder text to make your message feel more personal. The reason bulk emails offer this level of personalization is because a bulk email—just like a regular sales email—is supposed to look and sound like a one-to-one email, and its goal is to start a conversation with the recipient.
A marketing broadcast’s main purpose is to get the recipient to click on a CTA. This can take them to a registration page, a signup page, or any other targeted landing page.
Marketing broadcasts look like they’re coming from the brand itself, rather than an individual at the company, and will often include images, text styling, multi-column layouts, and buttons.
Since marketing emails are not one-to-one conversational emails, they fall under certain CAN-SPAM rules, and require permission to be sent to an audience. This is why companies require you to sign up for their email communications—they need consent.
For further reading:
The complete guide to writing much better marketing emails
The email marketing launch checklist: 8 things to check before hitting send
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