The success of cold emailing hinges on the quality of your targeting. Conduct thorough market research to identify your ideal customer profile, including their industry, job role, challenges, and how your offering can resolve their specific pain points. The quality of your findings will determine the quality of your open rates and engagement. Also critical, crafting a compelling subject line, The subject line is your first and possibly only chance to capture the recipient's attention. It should be concise, intriguing, and most importantly relevant to the recipient's interests or needs. A compelling subject line increases the likelihood of your email being opened and read.

Yes, know your audience. But also... Keep your promises. Send emails that deliver on the promises you made when your subscribers first joined your list.

I too, second leveraging customer data as much as you can. By using zero party data and first party data, you can gain a better understanding of your customer demographic and where they are in their customer journey. It goes without saying that different messages will resonate with different people based on what stage in the buying process they are in — for example, a customer in the discovery process may better engage with trust building campaigns and customer review campaigns vs a repeat customer who already knows your brand and who maybe looking for new releases or content related to what they’ve purchased. The more data you have, the better you can personalize your marketing to provide value and the content your subscribers want.

Crafting subject lines and pre-headers ACCORDING to your audiences is the surefire way to ensure content is relevant and engaging. The key lies in understanding your customers' preferences first, then segmening your email list based on demographics, and behavior. Statistically, subject lines with JUST the recipient's name, can boost open rates by 22%. Similarly, pre-headers that provide a clear and concise summary of the email's content can increase CTRs by 15%. P.S. Make sure to A/B test continuously to identify which subject lines and pre-headers perform best, allowing you to refine your strategy over time.

Engagement-based segmentation is a powerful method here. By analyzing how different groups interact with your emails, you can tailor content that addresses their specific interests and needs, leading to higher engagement and more effective communication.

Clearly outline what you want to achieve with each email. State the benefits for the customer. Example: "Set a goal of a 15% conversion rate and highlight exclusive offers to emphasize the value proposition."

This should be the first Step, not the Second. Defining your goals and value proposition is the fundamental first step in crafting relevant email content. It sets the direction for your campaigns, ensuring that every email not only serves a specific purpose but also clearly communicates how it benefits and adds value to your audience's life. This clarity and focus are essential for creating emails that resonate and stand out.

Goals and value propositions are what matter in business in general. Each important action that we take should answer the same 2 questions: what are the goals and value propositon? The goal of a campaign could be to educate the audience and here the value is the information and the personal insights. Another goal can be to make a flash sale for a product. And here is the discount offered for the sale

In my experience, aligning your email campaign's goals with a strong value proposition is like hitting the jackpot. It's not just about blasting emails; it's about crafting a narrative that resonates. For instance, when we targeted pain points with razor-sharp precision for a DTC brand, the campaign was fire! We saw engagement rates soar because we weren't just selling; we were solving real issues. It's all about those big moves that show your audience you get them. It's giving exactly what they need before they even hit 'reply.'

This is the foundation. Defining your goals and proposition. Before you consider putting pen to paper, you have to figure out: - Who am I writing this for? - What do they want to hear? - Am I the person to offer that message? - What do I want out of it? If you nail each of those aspects, then you'll have a great foundation to build on.

This requires attention to engagement to specific topics and great list segmentation. Your audience will tell you by their actions what they're interested in... As well as telling you if you ask. And once you know - use it. Don't hesitate. Personalize based on what they tell you is relevant. If you send interesting, relevant content - your list will continue to engage.

The key to personalised content is to have a great data collection set. It will backfire if your data is corrupted or has flaws that will produce the reverse action of what you were trying to accomplish. Like for instance, you have the date format on one source one way and from another source a different way. Or you have a field that doesn't have the same purpose or intention being populated by different sources/forms. The list can go on and on. For great personalisation, first, you must standardise your entire data collection and then understand each customer journey or nurturing. Putting ourselves in our audience's shoes and using our empathy is crucial to creating content they will find relevant.

Craft content that resonates with recipients. Personalize using their names and past interactions. Example: "Achieve a 30% higher click-through rate by referencing specific customer preferences or past purchases."

Your content has got to mean something if you want it to be engaging. It best content out there (in any format; TV, Theatre, books, websites, emails etc) performs well when it means something. Maybe it's funny, educational, insightful, emotional. Talk to people, sure. But make sure you have something worth saying.

By leveraging data insights, you can tailor your messaging so it feels like a one-on-one convo, not just another blast. It's all about making big moves with personalization—using a subscriber's name isn't enough anymore. Dive deep into behaviours and preferences to create content that's so relevant, that your audience can't help but think, "This brand gets me."

Create compelling subject lines and preheaders to capture attention. Test different lengths and styles. Example: "Short, curiosity-inducing subject lines, like 'Unlock Exclusive Savings,' led to a 25% increase in open rates."

First step is to land into the inbox. Second step is to make the viewer (your recipient) to open your message. Here you need to get creative but in the same time remain honest. Create a compelling subject line without lying about the content of the email otherwise the subscriber will feel lied and will probably unsubscribe and click on the spam button.

Subject lines and preheaders are the billboards of your email campaign; they must capture attention in a split second. Leveraging dynamic content and emojis can increase open rates, but it's crucial to maintain brand voice consistency. A/B testing subject lines is a game-changer, revealing what resonates with your audience. Remember, it's not just about the open; it's about setting the stage for the content within. Keep it spicy, but authentic—your audience's trust is gold.

Be concise and clear: Keep subject lines short and to the point, ideally under 50 characters, to ensure they’re readable on all devices. Use action-oriented language: Encourage recipients to open the email with compelling verbs and clear calls-to-action. Include personalization: Incorporate the recipient’s name or relevant details to increase engagement. Test variations: A/B test different subject lines and preheaders to determine what resonates best with your audience. Match content: Ensure the subject line and preheader accurately reflect the email content to build trust and avoid misleading recipients. Create urgency or curiosity: Use language that creates a sense of urgency or piques curiosity without being overly clickbait.

Test different elements of your emails, such as subject lines, headlines, images, and calls to action, to identify what resonates best with your audience. Use A/B testing to refine your content based on actual user responses.

A/B test various elements like visuals, copy, and CTAs. Analyze metrics to refine your strategy. Example: "Testing different call-to-action buttons increased conversion rates by 10%, favoring a 'Shop Now' over 'Learn More.'"

At the end of the day, the feedback you gain from your audience helps you know whether your content is in fact relevant or not. Knowing your audience is the key, but the way you build that knowledge is through a feedback loop of creating content, getting data data, analyzing that data, and iterating based on the insights. Personally I export all the campaigns into a spreadsheet on a monthly basis for analysis. This way, I can identify patterns and draw insights that help me refine my approach for the following months.

When A/B testing, set a counterbalance metric. For example, if you're A/B testing a subject line to increase open rate, counterbalance the findings with the related click-through rate. Even better if you can counterbalance the email with a revenue-based metric. Using a counterbalance will help you ensure that any winning variations you adopt don't negatively impact important downstream metrics.

A/B testing can reveal some insane insights that could skyrocket your engagement. It's wild how tweaking just a subject line or an image can lead to unreal results. I absolutely love it when the data from heatmaps and analytics light up like fire, showing exactly where users click and how they interact with the content. These insights are pure gold, leading to crazy good optimizations. It's all about making those big moves based on solid evidence—it’s giving your strategy the edge it needs.

Implement a systematic testing and measurement strategy using A/B testing, multivariate testing, and analytics tools to assess various content elements like subject lines, headlines, images, copy, and calls to action. Analyze metrics such as open rate, click-through rate, conversion rate, bounce rate, and unsubscribe rate to gain insights into content effectiveness and relevance. Continuously iterate and refine content based on data-driven findings to optimize engagement and campaign performance. By regularly testing and measuring content performance, you can identify areas for improvement, enhance relevance, and maximize the impact of your email marketing efforts, driving better results and stronger audience connections.

Most brands think that creating automated flows or email marketing content plans is a matter of setting and forgetting. On the contrary. It's very, very unusual that we get it right on the first try. That's why we need to analyse the metrics for each message and understand what's working better and what's not. For example, suppose you discover on a specific flow or email that a particular topic is getting traction (for instance, through the number of clicks on a specific link). In that case, you can adapt the following messages to explore that topic further. The same can happen in reverse. You see that nobody clicked or engaged on a message for some reason. You need to address that in further messages.

Análisis de Resultados: Revisa regularmente las métricas de tus campañas, como tasas de apertura, clics y conversiones. Identifica qué tipos de contenido están funcionando bien y cuáles no. Feedback de los Suscriptores: Solicita y analiza el feedback de tus suscriptores. Pruebas A/B Continuas: Realiza pruebas A/B de manera constante para comparar diferentes versiones de tu contenido. Tendencias del Mercado: Mantente informado sobre las últimas tendencias en tu industria y en el marketing por correo electrónico. Al implementar estos pasos, podrás no solo adaptar tu contenido de manera efectiva sino también mejorarlo continuamente.

While modern email tools provide robust features for testing, measuring, and improving email marketing content based on clear metrics, old good customer feedback can sometimes be a new black in creating relevant and engaging messages for your audience. Thus, do not hesitate to do surveys and collect opinions from your subscribers on what they like in your campaigns and what they'd improve.

Additionally, make use of content types that your audience pays more attention to and which make it easier for them to understand the information you are sharing. For example, incorporating video content can increase relevance and improve the chances of achieving higher conversion rates. Personalizing this type of content will further enhance its impact.