There is an art to sending emails. The first step to creating said art is following the three basic golden rules, which are: don’t spam, be a friend and automate your emails.

 

If you’re going to start implementing email marketing as part of your marketing mix, you probably also want to know all of the ins and outs about making emails – unfortunately they don’t just magically appear no matter how hard you stare at your computer screen. Let’s just say I know from experience.

 

Here, I’ll cover techniques and guidelines — six to be exact — for crafting better emails. 

 

Transcription

  0:00  

Hello, everyone, this is Monica Pitts. 

 0:03  

This is Katie Guinn. 

  0:04  

And you are listening to marketing with purpose. After doing our last podcast on email marketing, Katie and I got to thinking about the art of sending the individual emails because -- that's to say that there is an art to doing it. And last time, we only covered the three overarching golden rules.

 0:27  

Which were: don't spam, be a friend, and automate your emails.

  0:32  

And if you're going to start implementing email marketing as part of your marketing mix, you probably also want to know all of the ins and outs about making the emails.

 0:42  

Yeah, they don't just appear. 

  0:44  

Take it from Katie. 

 0:45  

It's the darndest thing.

  0:46  

She makes a lot of them.

 0:47  

I look and I look and I look...

  0:50  

Today we'll cover techniques to crafting the individual emails to garner better results. We'll cover six to be exact, and some are techniques, while others I think we could probably more loosely label as guidelines.

 1:02  

Hmm, yeah.

  1:03  

This information that we're covering today actually came out of our CoMoGives marketing workshop. I know you don't know what CoMoGives is, let me tell you.

 1:12  

Or what a marketing workshop -- no...I can guess.

  1:17  

So CoMoGives is a month long year end giving campaign that we run in our community of Columbia, Missouri. This year 138 nonprofits will gather donations through a website that we administer. And together with the Community Foundation, we raised over $800,000 last year for local nonprofits. It's awesome. And one of the things that we realized after running this campaign for a few years is that these nonprofits were super unequipped to handle running a campaign for themselves. So we initiated a marketing workshop where, for four hours, we sit down and talk about concepts and techniques that will help them market themselves and raise money for the campaign. So we have slides from the presentation, we also have a workbook and we will link to both of those in the show notes in case you're somebody that likes to fill out a workbook because 

 2:15  

I love workbooks. 

  2:16  

Man, all th