Electronic mail is without doubt one of the only channels {that a} enterprise can use to achieve its prospects.

You would possibly assume we’re all about live chat right here at Intercom, however we’re true believers in constructing relationships with customers regardless of the medium.

Electronic mail advertising stays an extremely beneficial approach of speaking with prospects at each stage of their lifecycle, whether or not you’re a thriving SaaS firm or up-and-coming small enterprise. However as I’ve realized over time managing advertising campaigns right here at Intercom, there’s extra to electronic mail advertising than merely clicking “Ship.”

In the event you’re simply getting began with electronic mail advertising for your corporation, right here’s how one can be sure that the e-mail campaigns you ship are profitable each time.

What’s electronic mail advertising?

Plain and easy, electronic mail advertising is the tactic of sending advertising messages through electronic mail. Fairly simple, proper?

What would possibly shock you is simply how a lot of the e-mail you obtain is a type of advertising. The retail gross sales emails are apparent, however electronic mail advertising additionally consists of issues like:

  • Assessment reminders for latest purchases
  • Suggestions for comparable merchandise
  • Onboarding suggestions for a brand new app
  • “Come again” campaigns for inactive customers

If the purpose of an electronic mail is to get a buyer to take motion, it’s advertising.

Why electronic mail advertising isn’t going away

Every so often, a marketer will publish a weblog submit claiming electronic mail advertising is lifeless, often shortly after the creation of a well-liked new software or social media community.


Regardless of claims on the contrary, emails stay extremely efficient at motivating all types of behaviors.

As of proper now, there are about 3.8 billion email users worldwide, about half of the world’s inhabitants. Researchers predict that by 2022, every consumer may have shut to 2 electronic mail accounts, as extra folks get a work-only electronic mail deal with.

Estimated number of email users worldwide

Electronic mail entrepreneurs declare an average ROI of about $38 per dollar spent, making it one of the worthwhile advertising actions accessible.

With these rising numbers, electronic mail is proving to be a resilient and dependable channel for reaching prospects and motivating them to take motion. The excessive potential for revenue doesn’t harm, both.

Find out how to get began with electronic mail advertising

So in case you’re not but utilizing electronic mail advertising, right here’s a fast five-step checklist that can assist you arrange your electronic mail checklist, ship your first emails, and scale up your exercise to achieve as many purchasers as potential.

1. Select an electronic mail advertising service

Step one to take is to search out an email marketing service that has the options you could work together together with your prospects. Intercom might be an incredible start line particularly in case you additionally plan to ship in-app messages or use dwell chat for gross sales or assist.

2. Create a signup kind

When you’ve determined which electronic mail advertising service to make use of, add not less than one distinguished signup kind in your web site – in your homepage, in your weblog, at checkout, or all three – to begin constructing your electronic mail checklist.

You could not essentially be utilizing your electronic mail checklist simply but, however by including not less than one signup kind, you’ll be capable of begin amassing prospects’ contact information nicely prematurely of your first marketing campaign.

3. Develop your subscriber checklist

Immediate folks to join your emails within the different channels you’re utilizing for communication: social media, dwell chat, in-app notifications, and many others.

Specifically, think about the touchpoints within the buyer lifecycle the place you’re dropping leads or prospects. Electronic mail could be a useful gizmo to fill in gaps between conversion factors. For example, in case you spend loads of time on content material advertising to draw top-of-funnel leads, an electronic mail e-newsletter sign-up immediate can inspire them to come back again to your website repeatedly and shorten the time to conversion.

“Electronic mail could be a useful gizmo to fill in gaps between conversion factors”

By prompting folks to enroll through your web site and different touchpoints, you’ll be capable of funnel new leads and prospects into your campaigns on an ongoing foundation. As your checklist grows from these a number of sources, you’ll be capable of create new segments and campaigns to higher meet their particular person wants.

4. Create primary electronic mail campaigns

It’s time to begin sending emails! The very first thing to do is to determine an everyday cadence. This may be weekly, month-to-month, or bimonthly. Your fixed presence in inboxes isn’t essential, so long as you comply with a schedule.

Listed below are some widespread starter electronic mail campaigns:

  1. A e-newsletter. You’ll be able to fill it with hyperlinks to your articles, new product information, firm bulletins, or all three. Parse.ly discovered that in comparison with non-readers, e-newsletter readers usually tend to spend more time and money on an organization website. They’re additionally extra prone to devour content material or improve their plan.
  2. An onboarding electronic mail sequence. In case you have a SaaS enterprise, onboarding emails can welcome new customers to your product and educate them on its use. They’ll hold customers engaged and coming again to your product throughout these essential early days when churn is highest.Bitly onboarding email
  3. Product setup emails. In the event you promote bodily merchandise, you would possibly take into consideration an identical sequence of emails displaying prospects the right way to set your product up or use it in numerous methods. You may even ship an FAQ electronic mail timed to reach simply earlier than the product does, so {that a} buyer’s first few questions are answered with out them ever needing to go to your website.Google setup email

5. Add extra emails primarily based on buyer segments

The ultimate step of your plan ought to be to develop extra emails that drive deeper engagement and retention out of your most useful prospects and prospects.

A great way to do that is to section your checklist primarily based on exercise, curiosity, plan, or different distinctive elements. This manner, you possibly can create extra personalised emails for every group – and the extra personalised the message, the extra probably they’re to be acted on.

Just a few concepts:

  • Ship re-activation messages to prospects who could be in danger for churn (for instance, in the event that they haven’t logged in for per week). Merely asking in the event that they need assistance or providing a fast tip would possibly convey them again.
  • Ship emails about associated merchandise to prospects who’ve bought a selected product up to now.
  • Invite prospects to particular webinars tailor-made to their roles or trade.

Listed below are a few of the emails we ship at Intercom:

  • A weekly e-newsletter in regards to the newest articles on the weblog
  • Product launch bulletins
  • Promotions for upcoming webinars, occasions and different new sources, like our books
  • Follow-up emails after webinars and occasions selling associated sources
  • Automated follow-up emails with our long-tail sales leads
  • Prospect nurture emails personalised by section and intent
  • Onboarding emails

The 5 parts of a profitable electronic mail advertising marketing campaign

Now that you just’re gathering some concepts in your personal campaigns, let’s talk about the right way to get extra of your emails opened, learn and acted on.

Listed below are a number of key parts that, as soon as tackled, will set your electronic mail campaigns up for fulfillment.

1. Best timing

Poorly timed emails are often ignored or deleted. All that arduous work, gone instantly.

Plenty of research has been completed on how ship instances have an effect on open charges in numerous industries. As one instance, ecommerce emails are opened barely greater than common on weekends.

When people open emails

You can too make intuitive selections about timing primarily based on what you already learn about your prospects. Take into consideration after they work, how they dwell, when, and the way they’re probably to test their electronic mail. Then tailor your ship instances to match. For instance:

  • In case your leads are frequent vacationers, the most effective time to catch them could be early within the day or late afternoon, whereas they’re ready for a flight or practice.
  • In case your perfect buyer is a working skilled, they could be extra prone to open your emails throughout their lunch hour or after work.
  • In the event you’re promoting a meal supply service, you would possibly tempt a hungry shopper to transform round lunchtime or simply earlier than dinner.

Finally, one of the simplest ways to search out the suitable timing is with testing. Begin sending emails primarily based on what you realize and make plans to A/B test extra days or instances as you progress ahead (simply as you’d with a touchdown web page).

2. A transparent topic line

Even when your electronic mail arrives on the perfect time, your prospects would possibly take one have a look at the topic line and immediately determine it’s irrelevant.

So make your topic strains clear and direct. As Mailchimp says, the approach of “tell, don’t sell” tends to internet probably the most opens.

It is a direct topic line: Scorching offers in your subsequent flight

This isn’t: Have a good time consolation, custom and journey together with your subsequent flight

The primary topic line tells me that I can avoid wasting cash for my subsequent journey. The second simply makes me marvel what I’m celebrating. And why am I celebrating?

In the event you’re not sure about what would possibly resonate finest together with your viewers or how your topic line will really look in your prospects’ inboxes, my recommendation is to check, check, check. Run A/B tests, use subject line grading tools and use your electronic mail service’s personal testing and preview choices to test your leads to as many actual inboxes as potential.

3. Customized messaging

If somebody yells “Hey, you!” in a crowded public place, you’re not prone to react. But when somebody shouts your first title, you’ll most likely flip your head, proper?

We noticed the facility of personalization firsthand right here at Intercom. When our gross sales crew added personalised movies to their emails, replies increased by 52%. Equally, Marketing campaign Monitor discovered that personalizing subject lines made folks 26% extra prone to open the e-mail.

“When our gross sales crew added personalised movies to their emails, replies elevated by 52%”

The personalization you employ in your emails doesn’t must be dramatic, particularly once you’re simply getting began. Merely including your buyer’s first title to the topic line or opening can enhance engagement.

As your corporation grows, think about triggering particular emails primarily based on what a buyer bought, after they bought it, after they final visited their website or what they expressed curiosity in.

Within the instance under, a reader who’s proven their curiosity in writer Stephen King by “following” him on Amazon acquired an automatic electronic mail when his latest novel was launched:

Amazon's personalized emails

When completed thoughtfully, personalization helps your consumer construct extra affinity together with your model. Don’t be afraid to experiment.

4. On-brand design

Have you ever ever seen a pal put on one thing that didn’t look “proper” on them? Perhaps it was the colour or possibly it was two sizes too giant – both approach, it simply wasn’t made for them.

Off-brand electronic mail design is identical approach. It will get the message throughout, but it surely seems unusual. When a buyer seems at any considered one of your emails, they need to be capable of inform it’s from you. The tone and voice of the copy ought to match your web site and different advertising supplies. The colours and graphics ought to match, too: in case you don’t usually use inventory pictures in your web site, it’d be unusual to begin doing so in your emails.

We take loads of satisfaction in how intently the voice and design of our e-newsletter matches our weblog:

Inside Intercom newsletter design

In case you have a number of crew members working throughout completely different advertising channels, chances are you’ll have to develop an inside fashion information to assist information this course of. This seems like loads of work, however it may be so simple as committing your commonest fashion decisions to writing, like “we by no means use Oxford commas” and “supply pictures from this website solely.”

5. A transparent name to motion

Inform your prospects what you need them to do as quickly as they end studying your electronic mail. Making them guess what you need gained’t assist – in reality, they’ll most likely simply shrug and delete the message.

Use daring textual content, photos, buttons, and hyperlinks to level your prospects to the supposed vacation spot. There’s no motive it is best to persist with a single hyperlink. By linking a number of areas in the identical message, you’re making it much more probably {that a} buyer skimming your electronic mail will see and click on on that essential name to motion.

One necessary tip to recollect: persist with a single name to motion per electronic mail. If you’d like your new prospects to assessment their merchandise and return for a second buy, try to be sending two emails. Every advertising electronic mail purpose ought to have its personal time within the highlight or else it runs the chance of being overshadowed.

6 essential electronic mail advertising metrics to gauge your success

There are loads of electronic mail advertising metrics you possibly can monitor. Once you’re simply getting began, it could be tough to know which metrics are actually necessary or in the event that they’re true indicators of success. Keep in mind, each metric ought to someway feed up into your total advertising technique.

I like to recommend six particular metrics to begin with:

  1. Variety of subscribers
  2. Deliverability fee
  3. Open fee
  4. Clickthrough fee
  5. Unsubscribe fee
  6. Conversions

Whereas these actually aren’t the one metrics you possibly can monitor, they’re probably the most essential to dig into for every marketing campaign you ship within the early and progress levels. They’ll additionally provide the most quantity of knowledge to behave on for future messages or A/B exams.

Let’s check out every metric one after the other.

1. Variety of subscribers

This metric is easy sufficient. For every electronic mail you ship, have a look at:

  • What number of prospects have been despatched the e-mail
  • How many individuals are in your electronic mail checklist because the final ship

You have to be seeing progress in each of those areas over time, so long as you’re giving folks sufficient alternatives to join your checklist.

In case your new subscriber depend isn’t rising, take a better have a look at when and the place you ask folks to subscribe. Might you add an electronic mail opt-in field at checkout? Does your content material have calls to motion to subscribe to electronic mail updates?

2. Deliverability fee

Deliverability fee is what number of of your recipients are literally in a position to get the emails you ship. Mainly, in case you ship your electronic mail to 100 prospects, however solely 95 of the e-mail addresses you may have in your checklist work, which means you may have a 95% deliverability fee.

Poor deliverability isn’t simply annoying: in case your deliverability charges stay low over time, you could possibly doubtlessly run into points together with your ISP or end up unable to ship to whole blocks of IP addresses.

Listed below are some suggestions from Intercom’s electronic mail deliverability consultants for keeping your delivery rate high:

  • Don’t electronic mail disengaged customers.
  • Confirm addresses at sign-up.
  • Use confirmed opt-in to cut back spam complaints.
  • Clear up your electronic mail database each 6 months.

The following tips – particularly the final one – will assist hold your charges excessive and cut back the chance of your messages being flagged as spam.

3. Open fee

The open fee of your emails is the share of consumers who opened your message not less than as soon as. The common automated electronic mail sees an open rate of 20-30%, however your purpose ought to be to get this as near 100% as potential for any given marketing campaign.

“The common automated electronic mail sees an open fee of 20-30%”

Growing your open fee will be completed in a number of other ways:

  • Experiment with timing.
  • Change your frequency: in case you don’t ship electronic mail usually, an “out of the blue” message would possibly shock a buyer into deleting or unsubscribing.
  • Personalize your topic strains, message headers and the primary few strains of the e-mail physique.
  • Check your topic line for common spam words.

4. Clickthrough fee

Very like the open fee, your electronic mail’s clickthrough fee can be expressed as a share. It tells you what share of the individuals who opened your electronic mail clicked a hyperlink.

You’ll be able to have a look at the whole clickthrough fee or the clickthrough fee for a selected hyperlink. In case you have a number of hyperlinks in a single electronic mail, particular person charges might matter extra to you, since it’d provide you with some extra perception into which name to motion format is most profitable or how many individuals are utilizing your campaigns to click on by to an FAQ web page.

Just a few concepts to extend your clickthrough charges:

  • Be clear about the place your hyperlinks go – emails aren’t the time to shock somebody!
  • Make it simpler to search out and click on hyperlinks with buttons, daring textual content or photos.
  • Solely use one name to motion per electronic mail so prospects know what you need them to do.

5. Unsubscribe fee

Your unsubscribe fee is what number of of your recipients opted out of receiving your emails after receiving your most up-to-date message. As soon as a buyer opts out, they will’t be re-added to your checklist or obtain emails from you once more.

“Decide-outs aren’t all the time a foul factor”

Ideally, you need your unsubscribe fee to be as near zero as potential for every considered one of your messages. However opt-outs aren’t all the time a foul factor; very like poor deliverability, eradicating prospects out of your checklist who’re now not might help convey up your conversion fee and enhance your total metrics.

6. Conversion fee

Lastly, there’s conversion fee. Conversion fee tells you ways most of the individuals who opened your electronic mail took a selected motion after clicking a hyperlink.

A conversion could be signing up for an account, making a purchase order, downloading a bit of content material, or one thing else. This information will be tough to search out for electronic mail, particularly in case you’re not measuring one thing as simple as ecommerce purchases.

Fortunately, you need to use a software like Google Analytics to trace electronic mail conversions. Most electronic mail advertising platforms have a Google Analytics integration built-in and can deal with the tagging of the hyperlinks you embrace routinely. In case your platform doesn’t combine with Google Analytics, you possibly can manually create particular URLs to make sure Analytics receives and tracks conversion information.

Growing your conversion fee from electronic mail usually includes higher personalization. The much less related a hyperlink is to a buyer, the much less probably they’re to click on and convert. Creating electronic mail segments primarily based on curiosity or exercise might help you begin personalizing content material and finally enhance these conversions.

Professional tip: Phase by system

It’s necessary to section all of those metrics by the system sort. Individuals devour emails in drastically other ways on cellular versus desktop. Analyzing this information by system sort can result in actionable insights; for instance, poor conversion on cellular might imply that your responsive electronic mail design isn’t rendering correctly on cellular gadgets.

By making system a vital test in your electronic mail advertising technique – from photos to
email templates – you possibly can remove a standard trigger for poor marketing campaign efficiency.

Electronic mail advertising providers: your finest choices to begin with

Your electronic mail advertising technique will rely upon the service you select and its potential to assist your wants. Listed below are the e-mail advertising providers that I’d suggest.

These electronic mail advertising providers assist the whole lot from easy campaigns to automated and segmented messaging and might work with firms as small as one individual to as giant because the Fortune 500.

Campaign Monitor

Marketing campaign Monitor presents highly effective segmented and personalised emails leveraging the info you have already got in your prospects. This functionality helps you rapidly arrange emails which have a better influence and a greater probability at driving outcomes than non-personalized messaging.

Its drag-and-drop electronic mail builder is beginner-friendly and lets you create stunning messages with out the necessity to rent a designer or pay a developer for customized electronic mail templates. And with the Campaign Monitor integration for Intercom, web sites guests can subscribe to your checklist from any web page in your website, proper within the Intercom Messenger. You’ll be able to present subscribers affirmation messages, give them entry to downloadable content material, or perhaps a particular supply coupon:
Intercom integration with Campaign Monitor


Easy but versatile, Mailchimp is an electronic mail advertising platform that’s constructed to assist rising companies. It incorporates a drag-and-drop marketing campaign builder, highly effective segmentation, and integrations with over 300 on-line providers.

In the event you’re operating an ecommerce website, Mailchimp has some extra advantages: it could possibly connect with your retailer to routinely ship prospects suggestion emails primarily based on what they bought up to now.

Much like Marketing campaign Monitor, Mailchimp’s integration with Intercom allows you to seize new subscribers instantly from the Intercom Messenger. You can too reward them with a reduction code or downloadable content material instantly after signing up.

Intercom integration with Mailchimp


Privy focuses on electronic mail advertising and automation for small to mid-sized ecommerce companies. It helps deserted cart emails for Shopify and BigCommerce shops, bringing again guests who have been on the verge of a purchase order.

Moreover, Privy helps newsletters, welcome electronic mail campaigns, and coupon reminders. It additionally presents focused pop-ups, exit intent messages, and on-site low cost messaging.

Privy’s Intercom integration lets you present pop-ups in your website primarily based on consumer habits, together with how a lot time prospects have spent in your website. It additionally helps email marketing automation primarily based on consumer habits and syncs Intercom results in your Privy checklist of subscribers.


And naturally, our very personal Messages product allows you to ship personalised, focused messages so you possibly can interact leads, onboard new prospects, announce new options and extra.

Intercom email messages

Our electronic mail options are a part of a full conversational customer engagement solution designed to nurture relationships by chat, in-app messaging and electronic mail. The purpose is that can assist you ship the suitable message on the proper place and time, and electronic mail is simply one of many methods you are able to do that with Intercom.

All our electronic mail advertising companions

Already utilizing Intercom for gross sales or assist? Along with the providers listed above, we additionally supply integrations with Hubspot, Marketo and Salesforce.

Examples of top-notch electronic mail advertising campaigns

Typically one of the simplest ways to get inspiration is to see what others are doing to draw and convert their very own prospects.

Listed below are some electronic mail advertising campaigns that for my part completely execute timing, personalization, and design.


This lead nurturing marketing campaign from vegan meal plan supplier Hungryroot arrived at 11.07am native time, proper when the recipient would possibly begin daydreaming about lunch.

Hungryroot email

Together with the timing, what actually makes this message profitable are its attractive images of great-looking meals and the motivating topic line about ditching takeout: “Ditch your takeout behavior with our Candy Potato Pad Thai”

The e-mail ends with a coupon to save lots of $20 and get free delivery, which is one other motivator to get began with a (typically pricey) meal plan.

Scott’s Low-cost Flights

Does your services or products have upgrades you’re making an attempt to persuade prospects to strive? You would possibly need to strive a separate electronic mail for it, like Scott’s Low-cost Flights did right here.

Scott's Cheap Flights email

It is a nice instance of personalised messaging and on-brand design. This electronic mail is just despatched to free customers, who obtain occasional emails about unusually low cost flights. It’s designed to improve them to a premium model of the service with extra flight offers despatched extra steadily. The easy design of this message and its informal, conversational copy match the tone and voice of the copy on the web site.

Scott's Cheap Flights website copy


Have you ever ever felt like an organization actually cared about your success? Wistia, a video internet hosting platform, makes use of automated emails to alert prospects after they publish a brand new information.

Wistia email

There are not any upsells, mentions of plans, and even new options marketed on this electronic mail. It’s a easy hyperlink to a information created to assist their prospects promote their movies. You’re left with the sensation that Wistia cares about your success – why else would they ship you such useful content material?

Additionally, just like the Scott’s Low-cost Flights electronic mail above, Wistia’s mild and pleasant tone is clear all through this message. The footer even says the e-mail is “despatched with love” – a small element that basically provides a pleasant contact to a message that already makes you be ok with working with them.


Not all advertising is about purchases. Many SaaS firms focus nearly all of their electronic mail efforts on retaining and re-activating customers since churn can have such a huge impact on their income.

This electronic mail from Asana is a superb instance of an electronic mail designed to maintain prospects engaged. Despatched as a part of a “new consumer” drip marketing campaign, the opening line instantly catches the eye of a busy employee: “Make conferences extra productive.”

Asana email

The purpose with this message is to indicate a buyer a brand new approach to make use of Asana that they may not but have explored. At this level, they could have solely made a to-do checklist or two – however with this electronic mail, they’re in a position to acquire a greater understanding of how the service can have a long-term influence on their day and profession.

H&R Block

Some re-activation emails require you to ask your self, “When will advertising have the largest influence on the purchasers I haven’t seen shortly?”

In the event you don’t have something new to share or it’s not the suitable time of the 12 months, a re-activation marketing campaign runs the chance of being ignored. However this message from tax preparation firm H&R Block arrived in mid-January – proper across the time that United States residents begin to obtain W2 varieties and take into consideration tax returns.

H&R Block email

This message, despatched to earlier H&R Block customers, asks former prospects if the tax software program they’ve used up to now is true for them. Clicking the decision to motion walks prospects by a information to choosing probably the most appropriate model of H&R Block.

This electronic mail makes prospects really feel empowered. By serving to them select their tax software program earlier than they even begin submitting a return, they’ll really feel ready for the arrival of their tax varieties. They’ll even be all arrange to make use of H&R Block in just some clicks, which is straightforward for them . . . and precisely what the e-mail supposed.

Begin bettering your buyer relationships with electronic mail

Finally, nice electronic mail advertising campaigns are the results of figuring out what your prospects want, sending them messages on the proper time and monitoring the outcomes to enhance what you do subsequent.

Utilizing the most effective electronic mail practices above, you may make electronic mail advertising an efficient tactic for creating and nurturing buyer relationships long-term.



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