1. A/B Testing: Perfecting Content and Subject Lines

Wouldn’t it be great to know what resonates with your audience before hitting “send”? That’s the magic of A/B testing. Advanced email editors allow you to test different variations of your content and subject lines on smaller segments of your audience to see what performs best.

• Content A/B Testing: Compare variations of your email body—different layouts, CTA placements, or copy styles. Track metrics like click-through rates (CTR) and time spent reading.
• Subject Line A/B Testing: Experiment with tone, personalization, or length. “Limited Time Offer: Free Shipping!” might outperform “Get Free Shipping Today!”

? Pro Tip: Pair A/B testing with analytics dashboards to dive deep into user preferences and behavior trends.

2. Litmus Testing: Ensuring Perfection Across Devices

The harsh reality? Your beautiful email could look disastrous on certain devices or email clients. That’s where Litmus testing comes in.

Litmus lets you preview your email on multiple devices, screen sizes, and platforms before you send it out. Many top email editors integrate Litmus testing directly, helping you avoid common pitfalls like broken images, misaligned content, or unreadable fonts.

Why It Matters:

• Consistency: A seamless experience for users on mobile, desktop, or tablet.
• Accessibility: Litmus testing can highlight areas for improving readability for users with disabilities.

With a Litmus-tested email, you’ll never hear complaints like, “It looked fine on my phone, but it’s all over the place on my laptop.”

3. Drag-and-Drop Editing: Design Made Simple

Gone are the days when creating a visually appealing email required coding skills. Modern email editors with drag-and-drop functionality empower marketers to build beautiful emails effortlessly.

Features You’ll Love:

• Pre-designed blocks for images, text, and CTAs.
• Intuitive resizing, padding, and alignment tools.
• Live previews that update as you design.

This feature isn’t just for beginners—it’s a time-saver for seasoned marketers, allowing them to focus more on strategy and less on formatting.

4. SMS Content Integration: Reaching Audiences Where They Are

Email campaigns are no longer confined to inboxes. Many advanced editors now offer SMS integration, letting you create and manage text campaigns alongside email.

Why include SMS?

• Higher Open Rates: SMS open rates often exceed 90%, making it a powerful complement to email.
• Quick Engagement: Perfect for time-sensitive offers like flash sales or appointment reminders.

With integrated SMS tools, you can sync messaging across both channels for a cohesive customer experience.

5. User-Based Content Limitation: Personalization Meets Precision

One-size-fits-all emails are a thing of the past. The ability to limit content by user ensures your audience sees what’s most relevant to them.

How It Works:

• Dynamic Content Blocks: Show or hide sections based on user demographics, preferences, or behavior. For instance, a special discount banner for loyalty program members only.
• Geotargeting: Deliver region-specific offers to users in different locations.
• Engagement History: Tailor content to users who’ve interacted with specific products or services in the past.

This level of customization improves user engagement, reduces unsubscribes, and drives conversions.

Wrapping Up

Email editors have become more than just tools—they’re strategic partners in your marketing success. Whether it’s testing subject lines with A/B testing, perfecting designs with drag-and-drop editing, or expanding your reach with SMS integration, these features can transform your campaigns from good to great.

By leveraging these tools, you can create not just emails, but experiences that resonate with your audience and drive results.

So, the next time you’re crafting a campaign, remember: the right email editor doesn’t just make your job easier—it makes your campaigns smarter.

Ready to take your email marketing to the next level? Let’s start building!

In this blog post, we’re diving into the world of A/B subject line and content testing, showing you how Predictive Response’s email marketing platform and content editor can help you fine-tune your campaigns for better results. Let’s explore how you can unlock more engagement, higher open rates, and more clicks with the power of A/B testing.

What is A/B Testing in Email Marketing?

Let’s start with the basics. A/B testing (also known as split testing) is when you send two versions of an email to segments of your audience, then compare the performance of each to see which version resonates better. You can test just about anything—subject lines, call-to-action buttons, images, or the overall layout.

Why Is A/B Testing Important?

Think of A/B testing as a treasure map for discovering what works best with your audience. Every test helps you understand:

• What drives people to open your emails
• What content gets them clicking on links
• What ultimately turns a curious reader into a loyal customer

Using A/B testing allows you to fine-tune your strategy and ensure you’re giving your audience exactly what they want. Over time, this leads to higher engagement rates, better ROI, and a more successful email marketing strategy.

Subject Line Testing: Nail That First Impression

Subject lines are the gateway to your emails. If they don’t grab attention, no one’s going to bother reading what’s inside. With Predictive Response, you can easily test different subject lines and watch the results roll in!

How It Works

1. Choose Two (or More) Subject Lines: With Predictive Response’s user-friendly content editor, you can create multiple variations of your subject lines. Want to test emojis vs. no emojis? Or try a playful tone vs. a more formal one? Go for it!

2. Send to a Test Group: Once your subject lines are ready, send them out to small, randomized segments of your audience.

3. Monitor the Results: The platform tracks which subject line gets more opens. After a set period, the winning subject line gets sent to the rest of your audience for maximum impact.

Fun Ideas for Subject Line A/B Testing

• Personalization: Does including the recipient’s first name make a difference?
• Urgency: Does “Buy Now” perform better than “Limited Time Offer”?
• Curiosity: Test intrigue with “You won’t believe what’s inside!” vs. a straightforward “Here’s your monthly newsletter.”

With the predictive analytics built into the platform, you’ll quickly see which subject lines give you the highest open rates—no guessing required!

Content Testing: Perfect the Body of Your Email

Once they’ve opened the email, your content is the next challenge. Does your audience prefer short and sweet? Or are they more likely to engage with long-form content packed with details?

With Predictive Response’s content editor, testing these variations is a breeze. You can send different versions of your email to test specific elements:

• Copy Length: Try testing long-form vs. short-form content.
• Images: Does an image-heavy email work better than text-based content?
• Calls-to-Action: Test different CTA buttons, like “Shop Now” vs. “Learn More.”

How It Works

1. Set Up Content Variations: Using Predictive Response’s drag-and-drop content editor, create multiple versions of your email. This can be as simple as changing a headline or as detailed as rearranging entire sections.

2. Choose Your Audience: Send each version to randomized portions of your email list.

3. Analyze the Data: Predictive Response’s dashboard will show you metrics like click-through rates, engagement, and conversions for each variation, making it clear which version performed best.

Pro Tips for Effective Content Testing

• Test One Thing at a Time: The key to effective A/B testing is isolating variables. If you change too many things at once, you won’t know what caused the change in performance.
• Keep an Eye on Timing: If you test on a Tuesday and a Friday, the difference might be due to the day of the week, not the content itself. Try to test on similar days and times.
• Go Beyond the Clicks: Don’t just measure opens and clicks—track how each version performs on the back end. Did one version lead to more purchases or higher engagement?

The Beauty of Predictive Response’s Platform

Predictive Response’s email marketing platform makes A/B testing simple, seamless, and accessible for everyone. Here’s why it stands out:

• Easy-to-Use Content Editor: No coding required! The intuitive drag-and-drop editor allows you to quickly create multiple versions of your email with just a few clicks.
• Real-Time Analytics: The platform offers real-time tracking and analysis, so you can see what’s working as it happens.
• Automated Testing: Set up your A/B tests and let the platform do the work! After a specified amount of time, the winning version is automatically sent to the rest of your audience.

Ready to Get Started?

If you’re looking to take your email marketing to the next level, A/B testing with Predictive Response is the way to go. By testing subject lines and content, you’ll gain valuable insights into your audience’s preferences, boost engagement, and improve your ROI.

So, what are you waiting for? Dive into Predictive Response’s platform, start experimenting with A/B testing, and watch your email marketing soar!

About Predictive Response

Predictive Response is an industry-leading email marketing platform designed to help businesses connect with their audience in more meaningful ways. With powerful tools for A/B testing, content creation, and real-time analytics, Predictive Response empowers marketers to achieve better results with smarter, data-driven strategies.

With tools like Predictive Response leveraging the robust Twilio platform, SMS marketing is easier and more effective than ever. Let’s dive into why SMS marketing should be a top priority in your digital strategy—and how the Predictive Response-Twilio partnership can turbocharge your efforts.

Why SMS Marketing is a Game-Changer

1. Instant Communication with Sky-High Open Rates SMS marketing boasts a jaw-dropping open rate of over 98%, making it a near-guaranteed way to reach your audience. Compare that to the average email open rate (about 20%)—and it’s clear that text messages have an unparalleled ability to cut through the noise.

   With people checking their phones 150 times a day (yes, really!), SMS marketing puts your message in front of your audience exactly where they’re looking. No more worrying about inbox clutter or getting buried in spam folders—text messages demand immediate attention.

2. Personal and Engaging SMS marketing creates an intimate communication channel between businesses and their customers. It feels personal—like getting a message from a friend, rather than another faceless company. This leads to a higher level of engagement, which is key for customer loyalty and retention.

   Plus, the concise nature of SMS (160 characters or less!) means you’re forced to get straight to the point, delivering messages that are clear, actionable, and easy to digest. That’s the kind of efficiency today’s consumers love.

3. High Conversion Rates Whether it’s a flash sale, exclusive promo code, or event reminder, SMS marketing is known for driving action. People tend to act fast when they receive a text—sometimes within minutes—leading to higher conversion rates compared to other marketing channels.

   Why? Because texts are direct and convenient. Users can click a link or respond to an offer without needing to open an app or visit a website. And with the average person responding to a text in 90 seconds, SMS is perfect for time-sensitive campaigns.

4. Cost-Effective and Easy to Implement SMS marketing delivers all this impact without breaking the bank. It’s a cost-effective way to reach thousands of customers at once—and it’s not just for large enterprises. Small businesses and startups can easily implement SMS campaigns, gaining a direct line to their audience without massive overhead.

   Combine this with the ease of tools like Predictive Response, and suddenly, you’ve got an affordable, scalable marketing channel that’s incredibly simple to execute.

Predictive Response + Twilio = The Perfect SMS Marketing Solution

So, why Predictive Response and Twilio? Together, they offer the perfect blend of simplicity, scalability, and power for all your SMS marketing needs.

• Predictive Response provides an intuitive platform that makes managing SMS campaigns a breeze. With its built-in automation and personalization features, you can create targeted messages based on customer behavior, preferences, and history. Whether you’re sending reminders, promotions, or alerts, Predictive Response makes sure the right message gets to the right person at the right time.

• Twilio, on the other hand, powers the infrastructure that delivers those messages quickly and reliably to your audience. Known for its high deliverability and seamless integration capabilities, Twilio ensures your messages arrive on time—every time.

  Whether you’re reaching 100 people or 100,000, the scalability of Twilio ensures that your SMS campaigns run smoothly as your business grows.

Key Benefits of Using Predictive Response with Twilio for SMS Marketing

1. Automation with a Human Touch: Predictive Response allows you to set up automated SMS campaigns that still feel personal. Using customer data and engagement patterns, you can send tailored messages that resonate with individual users, improving engagement and conversion rates.

2. Seamless Integration: Twilio integrates with virtually any CRM, making it easy to combine SMS marketing with your existing customer data. This means you can send highly targeted, data-driven campaigns with minimal effort.

3. Compliance Made Easy: Predictive Response and Twilio take care of the tricky compliance issues that often come with SMS marketing. With built-in tools for managing opt-ins, opt-outs, and legal requirements like GDPR, you can focus on crafting your message without worrying about the fine print.

4. Real-Time Analytics: With Predictive Response’s robust analytics dashboard, you can track open rates, click-throughs, and engagement in real-time. This lets you see which campaigns are working and which need tweaking, so you’re always optimizing for the best results.

5. Global Reach: Twilio’s worldwide network means you can send SMS campaigns to customers across the globe with no extra hassle. Whether your audience is local or international, Twilio ensures your messages get there reliably.

Closing Thoughts: Why SMS Marketing Deserves a Spot in Your Strategy

SMS marketing isn’t just a “nice-to-have” anymore—it’s a must-have. In a world where customers are constantly bombarded with information, SMS provides a direct, personal, and highly effective way to break through the noise.

By leveraging the power of Predictive Response’s user-friendly platform and Twilio’s industry-leading infrastructure, businesses of all sizes can harness the full potential of SMS marketing. Whether you’re looking to boost sales, improve customer retention, or enhance communication, the Predictive Response-Twilio combination offers the perfect solution.

So, what are you waiting for? It’s time to text your way to marketing success!

But what exactly is Litmus testing, and why is it such a game-changer for marketers? Let’s dive in!

What is Litmus Testing?

Litmus testing is the process of previewing and testing email campaigns across a variety of email clients (like Gmail, Outlook, Yahoo), browsers, and devices before hitting the “Send” button. Litmus is one of the most popular tools in the market for email testing, providing detailed insights into how your emails will render on different platforms.

With Litmus, you can:

• Preview emails on over 90 platforms: See how your email looks on mobile, desktop, and various web-based clients.
• Test for broken links: Ensure all your links are clickable and direct users to the right pages.
• Check for spam triggers: Avoid common pitfalls that could send your email straight to the spam folder.
• Validate code and images: Catch rendering issues with HTML or CSS before they reach your audience.

In short, Litmus helps you deliver an email that performs perfectly, regardless of where it’s opened.

Why Adaptive Email Marketing Needs Litmus Testing

Adaptive email marketing is all about creating emails that adjust seamlessly to different screen sizes, devices, and email clients. However, what looks stunning on your iPhone may appear broken on an older version of Outlook, where CSS rules are notoriously finicky.

Here’s why Litmus is essential for adaptive email marketing:

1. Diverse Devices, Diverse Results
   The sheer number of devices and platforms used to access email is staggering. Think of it like this: your carefully crafted email may look gorgeous on an iPhone 14 but could break entirely on a Samsung Galaxy or a desktop version of Gmail.
   Litmus testing helps you preview your emails across various devices and clients, giving you the assurance that your design adapts seamlessly no matter where it’s viewed.

2. Save Time, Save Face
   Manually testing your emails by sending them to multiple devices is not just tedious; it’s inefficient. With Litmus, you can preview how your email looks in one centralized dashboard instead of sending yourself a dozen test emails. This ensures you spot errors early and avoid embarrassing issues post-launch.

3. Catch Those Pesky Rendering Issues
   Emails aren’t just simple HTML pages. They’re subjected to the quirks and limitations of different email clients, each interpreting your code differently. Litmus helps you catch rendering issues, such as mismatched fonts, broken layouts, or missing images, so your emails look pixel-perfect for everyone.

4. Improve Engagement with Personalization
   Adaptive email marketing often involves personalized content—think dynamic subject lines, personalized images, or interactive features. Litmus helps you test these dynamic elements, ensuring that personalization doesn’t get lost in translation, keeping your email engaging and relevant.

The Benefits of Litmus Testing for Email Marketing Teams

Still wondering whether Litmus is worth the investment? Here’s how it can transform your email marketing strategy:

• Increased Deliverability: Litmus testing can identify potential issues like spam triggers, ensuring that your email makes it to your recipient’s inbox rather than being flagged as spam.

• Higher Engagement Rates: Emails that are tested and optimized for readability on every device see higher open and click-through rates because users experience a smoother, more visually appealing message.

• Streamlined Workflow: Litmus integrates with various email service providers (ESPs) and offers collaboration tools, making it easier for teams to work together on campaigns, track feedback, and ensure a flawless final product.

• Confidence in Campaign Performance: No more worrying whether your beautifully designed email will load properly. Litmus gives you the peace of mind to launch your campaigns confidently.

Fun Fact: Did You Know?

On average, Litmus reports that 23% of emails are opened within the first hour of sending. That means you have a narrow window to make a great impression. With Litmus, you can ensure that your emails are flawless right out of the gate, maximizing engagement from the get-go.

How to Get Started with Litmus Testing

Using Litmus is simple. Start by signing up for an account, upload your email designs, and select the devices and email clients you want to test. Within minutes, Litmus will provide you with detailed previews and insights, allowing you to tweak your design as needed.

Here’s a quick checklist for adaptive email testing using Litmus:

• Upload your email HTML file or integrate with your ESP.
• Select the clients and devices you want to preview.
• Check for rendering issues and fix any broken code.
• Run a spam test to ensure your email avoids the junk folder.
• Test interactive elements like personalization and dynamic content.
• Hit send—with confidence!

Wrapping Up: The Future of Email Marketing is Adaptive

In an era where consumers expect personalized, seamless experiences across every device, adaptive email marketing is more important than ever. Litmus testing empowers marketers to build adaptive campaigns that perform at the highest level, ensuring your message is clear, compelling, and consistent—no matter where or how it’s viewed.

So, if you want to boost engagement, improve deliverability, and avoid embarrassing rendering fails, make Litmus your go-to tool for email testing. After all, in email marketing, first impressions count, and with Litmus, you can make sure yours is a great one!

Ready to level up your email marketing game? Start using Litmus today and take your adaptive campaigns to the next level!

It is time to create a lasting first impression. It is the best way to give your new subscribers a chance to feel welcomed into your brand.

Although it is typically the very first email that your subscribers receive, you want to make sure that it stands out from the sea of other emails they are receiving . You want your message to feel personalized just for them but also recognizable for when you send other email marketing content (Newsletters, Updates, Promotions, etc).

In 2023, most digital marketers are using marketing automation tools to send out their welcome email campaigns with ease. 

This article will discuss the importance of creating a solid welcome email. You will also have a few tips and solid examples of how to create a memorable first impression of your brand with this type of email marketing.

Why Do I Need A Welcome Email?

Welcome emails provide a warm entrance to your brand for your new subscribers. When someone browses your website and they submit their email. This means they are interested in your brand and what you have to offer. It’s their way of saying, “ Tell Me More!”

Sending a welcome email to your new subscribers has been proven to generate nearly 320% more revenue than any promotional email. 

When a welcome email is sent generally it contains information about the company, store information, and brings personalization to the customer journey.

What Should You Include In Your Welcome Email

Remember welcome emails are a virtual first impression. They generally fall into the Consideration stage in the Marketing funnel. When a person inputs their email address on a subscription form on your website, they have given you permission to reachout to them with more information on you are offering.

Here are a few important elements for you to include in your welcome email:

Watch Your Tone

You want to keep a conversational and inviting tone in every email that you send. However, this is particularly important for welcome emails. You want your subscribers to feel happy and excited when they open your content. Try to avoid any vague language or heavy industry jargon. 

Give A Brief Summary

Welcome emails should provide answers to questions like:

• What do you want people to know about you/your company?

• Which aspects of your business identity feel relatable to your audience?

This tells your readers what makes your brand unique and should give insight into your brand’s story

A Call- To-Action

Any email that you send should have clear  and concise instructions that tell the readers what to do next. Your Call-To-Action can be a variety of things, but remember the goal behind sending a welcome email is to trigger a higher click-through rate and improve your conversions. Here are some examples of Call-To Actions that you can include:

• Follow Us On Instagram

• Shop Now

• Download This 

Welcome Email Examples

Now that we’ve discussed the importance of why you should have a welcome email, let’s take a look at a few examples.

The LEGO Group

This email was sent in response to signing up for their loyalty program. In this email you will find a very clear Call-To–Action button, that directs the reader to complete the registration process. The header is using an inviting tone. And they also included a short summary of the purpose of the email.

HelloFresh

This welcome email was sent in response to signing up for their subscription service. In this email they provide a Call-To-Action that encourages the readers to “Get Started” and provides details about how their service works and the quality of food that is delivered. Similar to LEGO welcome email, HelloFresh uses their bright green color as a major branding element, so their emails are distinct.

The Ordinary

This brand delivers captivating images, and very descriptive Call-To-Action under each picture. In their welcome email, they provide a brief description of their recommended products based on your selected regimen on their website. This type of email is a great way to showcase products and services while also providing a personalized experience. 

Conclusion

Welcome emails are an essential part of your email marketing strategy. They should be the first email your subscribers receive after they submit their email on your website. This type of email gives you the opportunity to have your brand stand out from the noise in their inbox. Be sure to maintain consistency in your branding and colors with your email design. Always include a call-to-action that drives conversion. If you are ever in need of inspiration, simply subscribe to your favorite brand and take note of how their welcome emails appear.

For more information on how to best construct your next  welcome email  book a demo now with Predictive here.

Email Marketing is an essential marketing tool that every business should have in place. The ROI is pretty high. For every $1 spent you earn $42 which provides a  4200% return. However, these numbers only make sense if you have a plan or strategy in place to make sure you are getting the most out of the time and resources spent creating your email campaigns.

Remember: Although you may have a large list of subscribers and a lot of email content to share, it doesn’t mean that you will automatically see a huge turn out with your email campaigns.

As you begin to prepare for the year ahead, it is important to consider several things you can do to drive more engagement, improvement to your CTR, and curate more compelling content for your campaigns.

How Do You Develop An Email Marketing Strategy?

When it comes to creating an email strategy you need to be clear on what you hope to achieve. The purpose of your emails could either be lead nurturing, customer retention, or customer engagement. When you are planning out your email strategy, here are a few things to consider:

• Who are your emails intended for?

• Why are you sending those emails?

• What types of emails are you going to send?

• How often are you sending these emails?

• How will you design these emails?

Once you have a clear understanding of the direction you want your email campaigns to go you will be able to see the effect it has on your conversion rates.

Personalization Meets Segmentation

Before you press the send button to everyone on your email list, you want to get extremely clear on who you are sending your emails to. The worst possible thing that can happen when sending emails is that they land in spam, they never get opened and the content that you’ve worked hard on is not received.  When crafting your next email campaign be sure to make sure personalization is top priority. This will help expand your customer retention efforts. Your customers will feel more engaged and interested because they will feel connected to the content you are sharing.

Here are some ways you can improve personalization:

1. Directly address your recipients, put their names in the subject line and intro of the emails

2. Include Location-relevant images, to make it relevant to where they are located

3. Consider sending them information related to the items they abandoned in their cart

4. Send emails from a person not a brand.

Segmentation

When you consider personalization, the easiest way to ensure that you are tailoring your message to the right audience, segmentation is a good way to organize your content.  One way to segment your email content is by behavior. This type of segmentation included organizing your subscribers by how they have interacted with your emails in the past. You can also arrange your audience data by other measures like: Demographics or by the subscribers birthday.

Predictive Marketing gives you the ability to segment your email campaigns any way you see fit.

Define The Purpose Of Your Email Campaigns

There are several different types of email marketing campaigns. Every time you send an email, you should have a clear purpose behind it. Each type of email takes a different angle to engage with your subscribers. Let’s dive into the most common types of emails and define the most appropriate times to send them.

Welcome Emails

These are emails that are sent out to brand new subscribers. Consider it a virtual first impression. This type of email falls into the consideration bucket in the digital marketing funnels. These are sent when users have initially subscribed or want more information. You can also use these emails for nurturing your leads. Welcome emails should be conversational with an inviting tone and it should also include a brief summary that tells customers what makes your brand unique or tells your brand’s story.

Newsletter Emails

The #1 most popular type of email is the newsletter.  These are emails that are sent to subscribers on a regular basis. They contain news, informational content, and relevant information about products and services. Sometimes they also include articles, blogs, and even customer testimonials. The benefits of email newsletters is to build trust with your subscribers and showcase your brand’s expertise. You can also create lasting relationships with your subscribers.

Promotional Emails

This is a type of email that is designed to inform your subscribers about your new or existing products or services. The problem with these types of emails are very common and they can be a tad generic. The goal for promotional emails is to speed up the purchasing process and encourage subscribers to take some kind of action.This type of email falls into the Consideration and Loyalty stages of the digital marketing funnel.

Retention Emails

When you think of retention you should also consider loyalty. These are the types of emails that are sent to current customers and subscribers with the intent of keeping them engaged. With retention emails it is all about timing  and staying focused on the goals at hand. One example of a retention email is a cart abandonment email. This email encourages customers to purchase the item they left behind.

What Is The Frequency Of Your Email Marketing Campaigns?

The rhythm and timing of sending your emails is critical to the success of your campaigns. When sending emails you want to play a very cautious field of avoiding spamming your subscribers.  Consider the timing of when your emails are sent. If you have subscribers both on the east coast and the west coast, you have to make sure you are sending the emails during reasonable times of the day. 

Using Predictive Marketing you can send designated batches of emails during the duration of your campaign during specific times of day. 

When you consider the frequency of your email marketing campaigns , be sure to maintain a sense of consistency.  For example,  if you are sending company newsletters to your clients on a monthly basis, you should have that email scheduled to go out on the same day every month.

Choose Consistent Layouts and Designs With Your Brand

The look and feel of your email marketing campaigns should always be in alignment with your brand.  Depending on the type of email you are sending your layout should showcase either new blog posts, recent client updates, and any new products or services you are promoting.

With your email marketing strategy for 2023, it is a best practice to test out different designs with an A/B testing option to determine which design would work best.

Be sure to include important elements like:

• Making your emails mobile friendly

• Using Consistent Font and Colors.  Check out some of these examples.

Conclusion

Predictive Marketing is one of the best resources for reworking and restructuring your Email Marketing Strategy in the new year. You can use this integration  in Salesforce and send your email content directly to your segmented contacts.

For more information on how you can improve your email marketing campaign design and improve your email deliverability in Salesforce, book a demo now with Predictive here.

Blasting emails to just everyone and anyone will not produce the results you are hoping to see. One best email marketing is to personalize the content you are sending by implementing a solid list segmentation strategy.

Personalization in email marketing will guarantee an increase in click throughs and opens. With Predictive Marketing, one common strategy for list segmentation is to use the audience data collected from Zoom Webinars, Zoom Meetings, or Eventbrite content. You can also use any current contact or lead data that you have in your Salesforce as well.

Hubspot reported that subscriber segmentation is another very common email marketing campaign strategy. With Predictive Marketing you have access to creating landing pages and email capturing magnets.

In this post, we will break down how you can segment your email lists and campaigns to send highly personalized content and messages to your subscribers to see an increase in conversion and engagement with your audience.

What is List Segmentation?

Do you ever wonder how certain brands that you are subscribed to know exactly what to send you and when?

List segmentation is the process of breaking up an email list into several smaller and more targeted lists. ZoomInfo says that segmentation is to provide your prospects and subscribers with a more personalized experience with engaging content. 

There are several ways that you can segment an email list. Keep in mind that what works for one company may or may not work for another. Before you dive into breaking apart your email list, you want to get clear on your customer personas, your target audience and their specific characteristics that set them apart. Using list segmentation you can send tailored recommendations and personalized messages to give your customers exactly what they want.  This will improve subscriber satisfaction and drive conversion results.

How To Create a Segmented Email Campaign in Salesforce Using Predictive Marketing?

Predictive Marketing is a mass email marketing integration for Salesforce that give you the ability to create customized email campaigns and add a segmented audience to deliver this content.

Let’s break down how to a segmented list to your campaign

  When you are in Predictive Marketing, you will select Campaigns from the tabs above and select “New”, to create a new campaign.

Next, add the specific details for the Email Campaign you are creating. Give your Campaign a “Name”  and the Start and End Dates. And any other details that are important.  This information will be important when it concerns the actual creation of the email content.

Once you have created the Campaign in Salesforce. You can select the Campaign Members you wish to send this campaign to. You can select specific “Leads” or “Contacts”  individually or you can “select campaign members” in bulk. To add campaign members in bulk you have to create a separate report in Salesforce and add your members to that designated campaign.

You can filter your Contact  or Lead Report to reflect any data that can be used to send email campaigns. For example, you can filter your list by State or by Registration Data.

Let’s break down the most common types of segments.

The Most Common Types of List Segmentation

With many different segments to choose from you can decide what content is the most relevant to your email subscribers based on the personalized information already captured in Salesforce.

Each type of list segmentation can accomplish different goals. For example, if you want to send a follow up  email marketing blast, to all of the attendees from your latest Webinar that you hosted on Zoom.  The goal behind this email marketing outreach, is to acknowledge those attendees, Say “Thank-You” and also provide follow up material that will redirect them to your website and products or services that you discussed in your webinar.

Driving more revenue is a major reason why list segmentation is important. Research has shown that segmented campaigns have an open rate of 14.32% higher than non segmented campaigns and almost 2x the ROI.

Let’s dive into some of the most common types of segmentation.

Geography

Personalizing your email campaigns to reflect localized messages is a great way to segment your list. You can create content around what’s most important to your subscribers based on what’s going on in their world. Using Geography as a segmentation method is also important with the timing of when you send your email blast. That way you are not sending them emails at 2am.  Campaign Monitor, recently tried a segment based on location and saw a 13% increase in click-throughs for a recent campaign.

The best use for a geographic segmentation is to help promote physical locations of retail or consumer facing locations. You can target specific audiences including locals and perhaps exclude out-of-town visitors, as the messages wouldn’t resonate well with them.

Industry/ Market 

Segmenting the lists by the industry or market your subscribers and contacts are in can help you tailor your content so it’s relatable. For example, let’s say the solution that your service provides would fit well with people who work in the Dental and Medical industry more than the Retail and Restaurant industry. You host a webinar that discusses one major value of using your service and you have over 1000 people in attendance. (You will want to ensure that Zoom is connected to your CRM, specifically Salesforce) As a follow up you want to send follow up content that fits the medical community, you will want to segment your contacts based on the industry they work in.  I would also recommend that in creating the details behind your webinar on Zoom, make sure you select industry and job title, as required material for the registrants to enter. 

With using both Predictive Marketing and ZFusion you can use the audience data collected and the details to create a segmented email campaign and add the corresponding audience members.

Previous Email Activity and Engagement

Another common way to segment your email marketing campaign is to use past behavior and interactions with previous campaigns. One example is if you initially have sent a newsletter about an your online book club and highlighted the next book that your group will be reading, you can segment the next list of contacts based on who clicked on the link to purchase the next book and send them a follow up Email with the date and time of the next book club meeting.

This type of segmentation involves using past open and click behavior with your email campaigns. You can use this data as long as you have the right permissions from your subscribers and contacts.

Using Third Party Resources For List Segmentation

There are several other methods of segmentation that you can use to organize your data and personalize the content that you are sharing. You can segment your list by workflow activity and even the buyer persona.

As you are conducting your research on the best resource for an email marketing integration to use for Salesforce, consider an option that will synchronize data from outside sources like Zoom and Eventbrite. It is important to have a marketing plan in place for how to use the audience data once it’s been collected.

Let’s walkthrough how you can segment your list using the audience data you collected from Zoom and Eventbrite.

Using List Segmentation To Organize Zoom Webinar and Zoom Meeting Data

ZFusion is an integration for Salesforce that connects the audience data from Zoom Webinars and Zoom Meetings into the CRM. You can use the data collected from the registrations to create segmented lists to send engaging material to your audience.

Historic data and customer interaction is captured under the contact of your registrants. This includes each individual Zoom Registration and the history of each email campaign sent.

Keep in mind,  You will need to have access to both Predictive Marketing and ZFusion for this to work.  

Use List Segmentation To Organize Audience Data From Your Next Event Hosted On Eventbrite

Eventbrite Fusion is another integration for Salesforce that synchronizes audience data from Eventbrite events.  Most of the events on Eventbrite are in-person, and others can be virtual. You can use the information that attendees include in their registrations to create segmented email campaigns to send follow up messages. 

Similar to ZFusion you have the ability to keep track and monitor the interaction of each individual contact. This includes each Eventbrite Ticket and the history of the email campaigns that follow.

Additional Information:  You can also sync Zoom URL information if the event hosted is virtual, into Salesforce with both Eventbrite Fusion and ZFusion. You can then create a segmented email marketing campaign from the attendees registration information using Predictive Marketing.

Conclusion

List segmentation is no longer optional when it comes to email marketing, it’s mandatory. When you break down your email subscribers  into smaller targeted lists you will be able to send more relevant email content to produce more effective campaigns. Your contacts will feel heard and you will notice a significant increase in engagement.

Personalize your email content and your message. Make sure your templates are all tailored to the desired recipients. 

It’s never a bad idea to see how other brands are constructing their emails to get some ideas. You should observe how they use their brand’s colors and font choice. You should also pay attention to the elements they include in their Footer and the body of their emails. 

I want to share a few examples of custom email designs and the specific elements that we love about them and tips that can help you get started with your next email campaign.

DSW: Reward Your Readers with Personalized Information

DSW does a fantastic job of including information about their rewards program in every custom email design they send.
 

Check out my example below–I joined their program as a rewards member, and there are times I forget how many points I have or if I have earned something for being a frequent shopper. Near the footer of their email, they include a graphic image of their loyalty program and my personal points count.

If you are an e-commerce brand, you should consider including a personalized element like this to keep customers excited to be a part of your rewards program.

Foundr’s Approach: Creating a Sense Of Urgency With Their Custom Email Design

Give your readers a reason to read your email and complete a desired action. Including an  urgent message near the beginning of your email, like Foundr did in the example below. Their custom email design contains specific colors and fonts that are unique to their brand.

One way to create urgency is by including an image or infographic that provides engaging information about why the readers should act on the message.

Consider using bright colors and possibly a dark background in the infographic to make the words stand out. Also be sure to include an internal link in your text that will direct your readers to another page associated with your brand.

Good Reads: Informative Footers to Drive Engagement In Their Email Designs

Your email footers should give your readers a way to contact you and also learn more information about you. Good Reads includes Call-To-Action options including following their brand on various social media channels , download their mobile app, a link to their help page, a reminder of the email address the message was sent to, where the email to, and their physical company address. 

Give plenty of information in your footer, however, select links that are beneficial to your reader.

Instacart: Maintain Consistent Branding in Every Message

Instacart uses their brand logo at the top of every email, just like most big e-commerce brands. Their readers quickly acknowledge who they are and recognize them when they open the email.

Use this example below as idea for the placement of your logo. It should remain consistent across ever email marketing campaign you send.

The Best Tool For Creating Custom Email Designs

Predictive Marketing is one of the best resources for creating custom template designs that includes the elements discussed in the examples above. You can use this app right in Salesforce and send your email content directly to your segmented contacts. Predictive Marketing now also has an updated email editor called the Bee-Editor that takes your email design to another level with the ability to save templates that you work on. 

For more information on how you can improve your email marketing campaign design and improve your email deliverability in Salesforce, book a demo now with Predictive here.

Our inboxes are flooded daily with emails from everyone that wants our attention. In your personal you may receive promotional emails from your favorite brands, reminders from your child’s school, and confirmation receipts from your Amazon order. At work you may receive emails from your boss, sales-related emails, and updates from the latest Forbes article. 

How do you select which emails you will read and keep, and which ones go straight to the trash?

The visual appeal of your email can impact how your audience interacts with the content. You want your readers to Your branding should remain consistent throughout all of your marketing efforts, including your email marketing design.

What To Consider When Designing Your Next Email Template 

Branding, Color, Font, Copy, Images, Videos, the list goes on!   Your branding should remain consistent throughout all of your marketing efforts, and. Your email marketing design should reflect this .  Hubspot has reported that, 41.5% of brands say that email marketing is very critical to business success. 

Color Scheme

The choice of color in your email design impacts the emotions that your prospective customers will feel. Research shows that when you select a color for your brand, you want it to align with the message you are looking to convey. Your color scheme selection also needs to be consistent so your brand is identifiable.

Here’s an example:  take a look at this image of an email newsletter for Target

 In looking at this newsletter, you can see the choice of color includes a few shades of Red. Red is the primary color for the Target brand. The color red is associated with  feelings of excitement, passion, energy and action.

Predictive’s drag and drop editor makes it easy to apply your brand’s color scheme to all of your marketing email content.   You can choose the precise colors and shades for your brand. Be sure to save them along the way by creating building templates to create email messages with a consistent look and feel.

Choose The Best Font

If your text is too small, it will be extremely difficult to read. If your text is too large, it can become too distracting. Font size and style can be used to create unique characteristics for your brand.  When selecting your fonts you should maintain a consistent style across the headers and the body text. You also want to make sure that the text is not difficult for s for your audience to read.

 With the Predictive Editor, you can select the exact with the size and style of font to fit your brand. Here’s an example of the options inside the editor :

 You can adjust the color, the font style, the padding and spacing of the text to match your design needs. You can also preview how your fonts will look across different devices and mail services..  Most style guides recommend using Bold, Italics and Underline font styles sparingly.

Optimize Your Images

When designing your email templates, keep in mind that humans are visual beings. We communicate and learn better through images specifically. It is important to include meaningful visual elements, such as an image of your brand or an embedded GIF.

For best results use embedded images. These are images that are included within the html text content of your message-are more effective than images attached to the message. If you send images as attachments, and you run the risk of your images not being seen. Attachments require the receiver to take an extra step, and download the content. You want your readers to have simple experience.

 There are 3 different formats that work best for images in email campaigns: JPEG, GIF, PNG.

Remember to select images that are relevant to the written content being shared.

The Predictive Editor allows you to to optimize the image so it fits the style of the email template by adjusting the width, height, and alignment. You can also links and alternative text. Here is an example:

Have A Clear Call-To-Action

The intent behind every email campaign you send out should be clear. The goal is for your readers to take action. Here are the most common actions most brands want their readers to take:

• Buy Something

• Follow the brand on social media

• Book an appointment

• Download a piece of content

In order for your readers to take action, you need to make one of those statements clear and enticing.   One way to do this is using a button. Remember, again, that humans are visual beings! 

Using a button will help to draw attention to the action you want  your reader to take.

Using beautiful colors and fonts to create your button is not enough.  You also need to keep the content inside the button short and simple.  For example, if the goal of your email is to capture registrants for an upcoming webinar. Try using keywords like “Register Now” or “Reserve Your Spot”

Don’t Forget The Footer

How many people truly scroll to the bottom of an email and read every single thing that is in the footer of an email template?

So far in 2022, Oberlo has reported that there are 333.2 Billion emails sent and received everyday. A large percentage of those emails are being funneled into spam, sitting unread, and if you are lucky, some reach the top of the inbox.

If your reader has made the decision to open your email, what is the best way to keep them interested in exploring more information about your company?

There are a few elements to consider when designing the footer of your email.

• The Company/Brand Logo

• Contact Information (keep this simple: Phone Number, Email Address, and if there is a physical location of the company, be sure to include the physical address)

• Social Media Icons 

• Links (Blogs, Webinars, About, Help)

Here is an example of how you can design the perfect email campaign footer using the Predictive Editor: 

Conclusion

Designing email templates involves a high level of creativity with the right tools. If you concentrate on implementing the five design elements we discussed above, you will be on your way to making email templates that are appealing and attractive to your target audience. Consider doing your own research on your favorite brands to get inspiration and creative ideas for your next email campaign.

For more information on how you can improve your email marketing campaign design and improve your email deliverability in Salesforce, book a demo now with Predictive here.