Email…marketers love it, but many people seem to hate it. Why does email marketing continue to work so well then?
It’s a mix of copy, motivating content, appealing images, and continued engagement.
For some sites, I want to interact with them once but then never again (Ex. Buying a baby toy for my sister’s kid) . But for others, I’m happy to give them my email because I want to be notified if something new happens (Ex. Getting coupons from my favorite restaurant). Even if I don’t read every email from them, I still stay subscribed just in case. And that’s what a lot of people are doing. They claim to hate email, but are afraid to unsubscribe because of the chance they’ll miss a great deal or new product.
I’m a big proponent of email marketing (done right, of course) and I’m sharing only resources I would personally use below. There’s a ton of boring content out there on email marketing, but the content that’s good….well it’s worth the read.
Table of Contents
There are so many email service providers out there, I can’t recommend any because everyone has different needs. Instead, I’ll point you to some reviews, but really I just recommend trying out some services and seeing how you like them.
What Email Service Should I Use?
This site asks you a few basic questions to help determine the right email service provider for you.
Review of Top 6 Email Marketing Services
These are in-depth reviews from Bryan Harris at Videofruit on top email marketing providers like MailChimp and ConvertKit. Might want to take a look before you jump in and sign up for one of these.
Email Marketing Basics from ConvertKit
You’ll learn what email marketing is and a little bit of everything else like deliverability, segments, etc.
Email Marketing Guide – MailChimp Tips for Beginners
If you want to just start messing around with email, sign up for a free MailChimp account (it’s free up to a certain number of subscribers) and look at this guide.
People tend to think that anyone can write email copy. In the beginning of my marketing career, that’s what I thought. But once you start digging into really great emails you see there’s a difference between them and the competition. My suggestion is to study up on the emails you tend to open and find out why you prefer those over others.
I love the idea behind this site. It’s a collection of “swipe-worthy” marketing stuff like emails, ads ,etc. Browse through and get an idea of what other companies are doing for their emails.
Just Good Copy
Collection of email copy from lots of companies like Slack, Trello, Basecamp, and more. Good for SaaS companies. Includes ability to filter by email type like welcome emails, thank you, password, nurture, etc.
Great Email Copy
Yet another collection of email copy. This one doesn’t have filter capabilities, but still another good resource.
GrowthLab’s Ultimate Guide to Email Copywriting
Really in-depth guide to writing good copy. Lots of good idea’s from Ramit and his team. (Not the biggest fan of his, but this guide is still useful nonetheless)
The Ultimate Guide to No-Pain Copywriting (or, Every Copywriting Formula Ever)- CopyHackers
These copywriting formulas can be used in your emails, and for other things you end up writing like landing pages, ads, etc. I like Joanna and CopyHackers so I trust them when it comes to copywriting.
Really Good Emails
Just what it says! A collection of tons of emails to help inspire your design and copy.
What is Drip Marketing? The Complete Guide to Drip Campaigns, Lifecycle Emails, and More- Zapier
If you’re brand new to drip emails (automated emails, lifecycle emails) then this guide from Zapier is a good place to start. I remember reading through it when I was first introduced to the concept (that time at my first job where I was told I was in charge of a new marketing automation software they bought even though I had no idea what that word even meant).
Email Drip Campaigns: 350 Strategies, Ideas & Examples – Wishpond
This guide from Wishpond contains 100 email best practices, 40 lead nurturing ideas, 45 customer onboarding ideas, and upsell emails. You have to sign up with a working email because the guide is sent to you.
This site puts together the drip sequences for top companies like Typeform and Netflix. You can walk through the sequence of emails these companies send to get ideas of your own. Categories include welcome sequences, cart abandonment, product launch, and more.
Not all emails are created equal and that goes for eCommerce. The emails you send for a SaaS or content site are very different than ones you send for eCommerce. Learn the top campaigns you’ll want to set up for eCommerce stores to get visitors coming back to purchase.
The Ultimate Guide to Ecommerce Email Marketing (Online Retailers, this One’s for You…) – Digital Marketer
This guide is HUGE! But Digital Marketer is known for putting together good content like this (which is why I just curate content rather than try to recreate it). It’s broken up into 5 parts and is over 15,000 words. Learn about the tools, roadmaps, and how top e-commerce stores do it.
How to Use eCommerce Email Marketing to Increase Conversions – ConversionXL
If you don’t want to read through the entire Digital Marketer guide above, this one from ConversionXL is shorter and covers the basics that you’ll need to know. Learn about the types of emails to send, segmentation, and more.
Email Campaigns You Should Be Sending To Grow Your Ecommerce Revenue – Sumo
This big guide has lots of examples so you can get ideas for your eCommerce emails.
Segmentation is something not all companies are doing, but they should. It’s a way to really keep your subscribers and customers engaged. Segmentation really is just about putting people into categories according to their behaviors and characteristics. A simple example is a clothing store segmenting men and women and sending an email about a women’s clothing sale just to the women. Men who got this email won’t be engaged and might unsubscribe.
How to Segment Email Lists for More Opens, Click-Throughs and Conversions – Zapier
This guide goes through the basics of segmentation if you’re new to it. If you’re a little more advanced, you’ll learn about some segments you may want to try.
The Beginner’s Guide to Email Segmentation & Personalization – ConversionXL
If you couldn’t tell, I really like ConversionXL. Their beginner’s guide is a good starting point for developing your segmentation strategy.
Even if you write the best email on the planet, if it lands in the Spam folder then it’s as if you never wrote it. Learn the basics of how to keep emails out of spam and some tips for how to get emails into the primary inbox rather than promotions (especially in Gmail).
Use this tool to find out the deliverability issues impacting your emails. There are other tools but I’ve used this one and it does the job.
The Ultimate Guide to Email Deliverablility- Return Path
This PDF guide is from 2015, but it has a lot of good technical points to cover when you’re working towards improving delivery.
Email Deliverability Best Practices Guide- Send Grid
Send Grid is well known in the email space so I’d trust what they have to say about getting your emails delivered. The guide is well laid out and has some useful information.
I’m all for cold emails as long as they’re done right. The reason cold emailing gets such a bad rap is because of the people that are buying lists of emails and spamming, or they’re mass-emailing people and not customizing their pitch. Cold emails are still a great way to get an introduction into a company or meet cool people. Don’t be afraid to try! Just provide value and don’t ask for much from the recipient. You’re the one reaching out to them so have a concrete call to action for them to take if they want. Don’t make them think or they’ll never respond.
Best Time to Send Email
This tool is awesome! It can help you try to figure out the best time to send emails (especially cold ones). It let’s you input job industry, year founder, position title, company size, and time zone of the recipient.
Best Email Scripts
This site from Zak Slayback has a few scripts you can use for things like applying to a job, getting business feedback, or trying to guest post on a site. You have to submit your email to get access. These are a good starting point, but there’s no data on how well these work. Plus, the more people that keep using the same script, the less effective they’re going to be. So don’t copy these word-for-word, but use them to brainstorm your own ideas. Still, I recommend the site because I like Zak and his ideas.
Cold Email Hacks 2.0 – Close.io
Close.io and Steli Efti are pretty well known in the sales space. They have a 44 page PDF that has cold email ideas (sign up with any email to download). They go over how to find email addresses, getting opens, getting responses, optimizing emails, and templates. Again, I caution against copying the templates because it’s likely a lot of people are using these now. But use them as a base and put your own twist on things.
How to get to know any professional blogger (3 actionable steps) – VideoFruit
Bryan Harris tells you how to use the Santa Claus formula to reach out to influencers.
Growing an email list is a task in itself. It doesn’t help to set up tons of emails and automations if you don’t have a list. The way most people do it is with pop-ups, lead magnets, webinars, but you can get creative with it.
This is a collection of tools created by Bryan Harris and his Videofruit team. There are a few on there that are useful for growing an email list.
Virtual Summit Strategy- VideoFruit
Case study of a company that hosted a virtual summit and gained 25,000 email sign ups.
11 Lead Magnet Ideas & Templates- VideoFruit
Again, from Bryan Harris and Videofruit (you can tell I like them). Use these ideas to inspire your own lead magnet for gaining email sign ups.
How we started an email list from scratch and got 205 subscribers in 48 hours – VideoFruit
Not sure how to start building a new email list? Bryan walks through how to start at zero and get your first few sign ups.
If you plan to run webinars to grow your list or sell something, you’ll want to set up a sequence of emails before and after the webinar to make the most of it.
How to create a $6 million webinar (email scripts, slides and templates) – VideoFruit
Case study on running a profitable webinar. Webinars are a great way to grow your email list and business (depending on the business you’re in).
Are Webinars Part of Your Growth Hacking Plan This Year? – CopyHackers
The article is from 2014 but it’s still relevant today. Joanna gives you a 7-part campaign you can use for your webinars.
How to Build a Sales Funnel That Automates Your Business – VideoFruit
Learn what a sales funnel is, how to create one, and templates from companies like Buffer and other ideas like webinars, paid ads, etc.
101 sale email templates- Attach.io
Again, as I’ve mentioned with other templates in this guide, don’t just copy them. It’s likely other people have used them too. Use these as starting points to develop your own. Some of them really aren’t that great, but maybe you’ll find a few you can test out.
Send this exact email to get your first customer (swipe copy included) – VideoFruit
This is a GREAT guide for any of you beginners out there wondering how to get started in marketing and then get a client. Bryan walks through how to find and pitch a service that you can set up for your first client.
Lifecycle Email Marketing for Ecommerce- ConversionXL
I’m taking this course from ConversionXL, and it’s pretty good (though I’m pretty advanced when it comes to email marketing). It’s taught by Austin Brawner who’s worked with sites like MVMT watches.