{"id":23085,"date":"2020-11-09T19:07:43","date_gmt":"2020-11-09T13:37:43","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=23085"},"modified":"2020-12-24T10:19:21","modified_gmt":"2020-12-24T04:49:21","slug":"tips-to-sfmc-email-specialists-to-stay-connected-with-customers","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/tips-to-sfmc-email-specialists-to-stay-connected-with-customers\/","title":{"rendered":"5 Email Marketing Tips for SFMC Email Specialists to Stay Connected with Customers"},"content":{"rendered":"\n<p>Email marketing is an incredibly powerful way to engage with prospects and customers, and build meaningful relationships with them.<\/p>\n\n\n\n<p>But first, you need to get the basics right.<\/p>\n\n\n\n<p>One: <em>Choose the right Email Service Provider (ESP)<\/em>. With built-in AI, powerful content capabilities, customizable<a href=\"https:\/\/email.uplers.com\/salesforce-pardot-email-templates\/\"> Salesforce templates<\/a>, A\/B testing and many more cutting-edge functionalities, Salesforce Marketing Cloud (SFMC) is a comprehensive solution to create memorable <a href=\"https:\/\/email.uplers.com\/email-marketing-campaign-management-services\/\">email campaigns.<\/a><\/p>\n\n\n\n<p>Next: <em>Hire the right team of <\/em><a href=\"https:\/\/email.uplers.com\/blog\/reasons-to-hire-dedicated-resources-for-your-sfmc-campaigns\/\"><em>dedicated resources.<\/em><\/a><em> <\/em><\/p>\n\n\n\n<p>Finally: <em>Stay connected with customers<\/em>. Email marketing is about making nurturing conversations and building relationships for mutually-beneficial outcomes. And staying connected can help with all these aims.<\/p>\n\n\n\n<p>So if you are an email marketing manager or <a href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-exacttarget-email-templates\/\">SFMC email specialist<\/a>, here are 5 hacks to help you stay connected with subscribers from the moment you hit \u201cSend\u201d!<\/p>\n\n\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-19773 bottom vert custom-banners-theme-default_style\" style=\"\"><a class=\"custom_banners_big_link\"  target=\"_blank\"  href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-email-specialist\/\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"200\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/SFMC-EMAIL-UPLERS.png\" class=\"attachment-full size-full\" alt=\"Hire a team of SFMC experts to help with your email campaign management\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/SFMC-EMAIL-UPLERS.png 800w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/SFMC-EMAIL-UPLERS-300x75.png 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/SFMC-EMAIL-UPLERS-768x192.png 768w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/04\/SFMC-EMAIL-UPLERS-624x156.png 624w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Send out a fortnightly or monthly newsletter<\/strong><\/h3>\n\n\n\n<p>Newsletters that are not too promotional, and include great content that resonates with the audience help marketers deliver ongoing value and strengthen engagement over time. That\u2019s why a newsletter is a great way to stay connected with the audience.<\/p>\n\n\n\n<p>Consumers want to connect to the brands they like. Since connecting to every customer in person is not possible, newsletters provide the next best means to be personable, presentable and professional. Moreover, people today don\u2019t buy because you sell; they buy because they trust you and are loyal to you. With a newsletter, if you get the design and content elements right, you <em>can<\/em> garner this trust and loyalty, and even convert subscribers into super-fans.<\/p>\n\n\n\n<p>Here are some tips to create newsletters and make your audience go \u201cOooh! I want <em>that<\/em> in my Inbox!\u201d<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Give them a reason to \u201copt in\u201d. Pitch them with value and provide an incentive to sign up.<\/li><li>Pick one goal and design your newsletter around it:<ul><li>Boost sales<\/li><li>Drive traffic to a landing page or store<\/li><li>Promote new products<\/li><li>Increase social media presence<\/li><li>Download a resource, etc.<\/li><\/ul><\/li><li>Personalize the content and make it interesting to <em>that<\/em> subscriber<\/li><li>Craft an enticing subject line<\/li><li>Keep body content organized, succinct and \u201cchunked\u201d<\/li><li>Include white space for easy readability<\/li><li>Add visuals to support the copy<\/li><li>Make sure the links work and that every image includes ALT text<\/li><li>Create urgency with a well-crafted CTA<\/li><li>Maintain delivery consistency \u2013 don\u2019t send more newsletters than you promised or they asked for<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/QaR_A5HharEpOseg_lNXeYhnvRMyXZDWCv9SveXvWGPkM4dzXI53BJPBr0SqvWaiqpp4cupisO5BY7R-SlGYtORF-z3t2qzMejbUNYIWvK_vrcmYJbe-s5C6eusDI7ULa-vWH1lGtVM0l2swtA\" alt=\"Monthly template\"\/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/3-ways-to-listen-with-our-portable-speaker\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Create copy that wows them<\/strong><\/h3>\n\n\n\n<p>Email marketing has a very high RoI and virtually every brand invests time and money in it.<\/p>\n\n\n\n<p>So how can you differentiate your emails from the crowd?<\/p>\n\n\n\n<p>With great copy!<\/p>\n\n\n\n<p>People read emails only if the copy is interesting or relevant <em>to them<\/em>.<\/p>\n\n\n\n<p>To send emails that connect you to your audience, keep these tips in mind:<\/p>\n\n\n\n<p><strong><em>Don\u2019t just sell \u2013 give value<\/em><\/strong><\/p>\n\n\n\n<p>Most people don\u2019t like to be sold to, especially if the pitch is too aggressive, preachy or condescending. Email is a great way to \u201cpull\u201d customers toward you, instead of \u201cpushing\u201d yourself on them. And to do this \u2013 your copy must provide some value in terms of:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Giving information<\/li><li>Addressing a question<\/li><li>Easing a worry<\/li><li>Solving a problem<\/li><\/ul>\n\n\n\n<p>Ultimately, every email should have one purpose \u2013 to help the audience.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/wK4q6puW5IAY1YCUjq3QLE45K-RiI4AA5RKlKI3InrBie-Amym56BYuos6ka_RW6RBx3H5f4ZdkAEeu9RxJD5DUi3W9Etov2NZNmqYixOGcr4diAaNPx7X7UFITyblDC8DPbTwxZ76gqwjfvJg\" alt=\"Email template\"\/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/weekly-digest-250-million-usd-for-hosts\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p><strong><em>Make it human<\/em><\/strong><\/p>\n\n\n\n<p>Your subscribers are humans. But is your copy?<\/p>\n\n\n\n<p>The COVID-19 crisis has created opportunities for email marketing managers to develop their \u201ccreate-more-human-emails\u201d skills.<\/p>\n\n\n\n<p>But even in general, your email marketing copy should reinforce the human connection with your audience, and not just overwhelm them with brand messaging. You can definitely encourage subscribers to take a certain action with your CTAs, but content should always be empathetic and sensitive, never tone-deaf or inappropriate.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"3468\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/sun-devils-prepare-for-earth-hour.png\" alt=\"Create more human emails\" class=\"wp-image-23088\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/sun-devils-prepare-for-earth-hour.png 680w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/sun-devils-prepare-for-earth-hour-59x300.png 59w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/sun-devils-prepare-for-earth-hour-201x1024.png 201w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/sun-devils-prepare-for-earth-hour-624x3182.png 624w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/sun-devils-prepare-for-earth-hour\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p><strong><em>Make it personal<\/em><\/strong><\/p>\n\n\n\n<p>No one likes to feel as if they\u2019re generic, cardboard cut-outs like millions of others. And yet, this is exactly what too many brands do with their email marketing!<\/p>\n\n\n\n<p>No matter the size of your subscribers\u2019 list, every email should be written as though you\u2019re sending it to one person at a time. Considering subscribers as unique individuals is one of the most powerful ways to stay connected with them.<\/p>\n\n\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-20791 bottom vert custom-banners-theme-default_style\" style=\"\"><a class=\"custom_banners_big_link\"  target=\"_blank\"  href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-email-specialist\/\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"200\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/07\/journeys-in-SFMC-1.jpg\" class=\"attachment-full size-full\" alt=\"Let us help in building personalized journeys in SFMC\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/07\/journeys-in-SFMC-1.jpg 800w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/07\/journeys-in-SFMC-1-300x75.jpg 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/07\/journeys-in-SFMC-1-768x192.jpg 768w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/07\/journeys-in-SFMC-1-624x156.jpg 624w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/div><\/div>\n\n\n\n<p>Some ways to include personalization in your emails:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Address them by their first name<\/li><li>Include special offers or promotions<\/li><li>Create bespoke copy based on their unique persona, demographics or purchase history<\/li><li>Provide product recommendations<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"389\" height=\"1024\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/smiles-davis-we-have-new-recommendations-for-you-this-month-389x1024.png\" alt=\"Personalized email \" class=\"wp-image-23089\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/smiles-davis-we-have-new-recommendations-for-you-this-month-389x1024.png 389w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/smiles-davis-we-have-new-recommendations-for-you-this-month-114x300.png 114w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/smiles-davis-we-have-new-recommendations-for-you-this-month-53x140.png 53w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/smiles-davis-we-have-new-recommendations-for-you-this-month-624x1642.png 624w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/smiles-davis-we-have-new-recommendations-for-you-this-month.png 680w\" sizes=\"auto, (max-width: 389px) 100vw, 389px\" \/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/smiles-davis-we-have-new-recommendations-for-you-this-month\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>Acknowledge special days like birthdays or anniversaries<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Create HTML, plain-text and mobile-optimized emails<\/strong><\/h3>\n\n\n\n<p>The HTML versus plain-text debate has raged for years.<\/p>\n\n\n\n<p>Which one is better for staying in touch with subscribers?<\/p>\n\n\n\n<p>Answer \u2013 BOTH!<\/p>\n\n\n\n<p>HTML emails are rich in visual, interactive and media elements. With these emails \u2013 especially if you use Salesforce email templates \u2013 you can create beautifully-formatted content; add images, animated GIFs or videos; embed social media links; and even implement attention-drawing CTAs. They also allow for personalization and real-time email marketing, and deliver better analytics.<\/p>\n\n\n\n<p>The disadvantage is that <a href=\"https:\/\/email.uplers.com\/blog\/step-step-guide-create-html-email\/\">HTML emails<\/a> sometimes don\u2019t render properly, say because of low Internet speeds. This is where plain-text emails can be a game-changer. With a plain-text email, you can still share information and provide value to customers \u2013 albeit without the bells and whistles of an HTML email.<\/p>\n\n\n\n<p>By creating both kinds of emails, you have a greater chance of reaching more subscribers \u2013 those who can open HTML emails, as well as those who can only open plain-text emails. Some ESPs automatically create both versions, so make sure you check!<\/p>\n\n\n<div class=\"banner_wrapper\" style=\"\"><div class=\"banner  banner-20441 bottom vert custom-banners-theme-default_style\" style=\"\"><a class=\"custom_banners_big_link\"  target=\"_blank\"  href=\"https:\/\/email.uplers.com\/salesforce-marketing-cloud-email-specialist\/\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"200\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l.png\" class=\"attachment-full size-full\" alt=\"Our SFMC developers can design flawless email templates\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l.png 800w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-300x75.png 300w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-768x192.png 768w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/picturemessage_bqjkyvhv.52l-624x156.png 624w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><\/div><\/div>\n\n\n\n<p>Also, do create mobile-friendly emails. A majority of subscribers check emails on mobile devices, so if your emails are not mobile-optimized, you\u2019re missing out on some great connection- and relationship-building opportunities.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/Z-NdXc1BsvdHJnLQSrUFNCco_FLZLoL1mcH5UUYAioh2-A34-lcaffa4i3c1iApC6TUT_6Cxu7RMNiQ3Q8rXxdzJlebdUCjFIMsZzzFDtZVDOFiHbY8jvng4fcLebl60MsDteaaFK_yDgwyiSg\" alt=\"Mobile-friendly emails\n\"\/><figcaption>Email on iPhone X <br><a href=\"https:\/\/reallygoodemails.com\/emails\/47-of-employees-dont-think-meetings-are-productive\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p>Some tips:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Stick to a single column layout with easy scrolling and navigation<\/li><li>Keep content brief and well-organized<\/li><li>Include images; make sure they load properly<\/li><li>Use short subject lines<\/li><li>Include white space<\/li><li>Test all links, especially the ones that lead to a sales page (e.g. store)<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Don\u2019t overdo\u2026well..anything!<\/strong><\/h3>\n\n\n\n<p>If you want to focus on long-term connections and not just short-term sales, it\u2019s important to not overdo a few things:<\/p>\n\n\n\n<p><strong><em>Don\u2019t be their Inbox pest&nbsp;<\/em><\/strong><\/p>\n\n\n\n<p>Don\u2019t bombard people with multiple emails if all they asked for is one email a week or three emails a month. When you send too many emails, your engagement rates will fall, and unsubscribe rates and spam complaints will likely go up.<\/p>\n\n\n\n<p><strong><em>Don\u2019t be the brand that peddles \u201cspam\u201d<\/em><\/strong><\/p>\n\n\n\n<p>Anti-spam engines are getting smarter and people are getting more impatient. If your emails consistently contain spammy words, there\u2019s only one place they will go \u2013 into the Junk folder! Keep your emails spam-free with these tips:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Always create relevant and personalized content<\/li><li>Never buy email lists; build your own list organically<\/li><li>Provide an Unsubscribe link, and make it visible<\/li><li>Never use &#8216;No reply&#8217; in the sender&#8217;s email address<\/li><li>In SFMC, use Content Detective to check for spammy words before email sends<\/li><\/ul>\n\n\n\n<p><strong><em>Don\u2019t mix up your messages<\/em><\/strong><\/p>\n\n\n\n<p>Ideally, every email should have one key take-away:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Download this eBook<\/li><li>Thank the subscriber<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"3200\" src=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/birthday-suit-on.png\" alt=\"Key take-away email example\" class=\"wp-image-23090\" srcset=\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/birthday-suit-on.png 680w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/birthday-suit-on-64x300.png 64w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/birthday-suit-on-30x140.png 30w, https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/11\/birthday-suit-on-624x2936.png 624w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption><a href=\"https:\/\/reallygoodemails.com\/emails\/birthday-suit-on\">Source<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>Read this white paper\/article<\/li><li>Explore new collection<\/li><li>Take advantage of this offer<\/li><li>Share this with your friends<\/li><\/ul>\n\n\n\n<p>\u2026etc.<\/p>\n\n\n\n<p>If you overdo the messaging, you will only confuse your readers. And confused readers will not be open to staying connected with you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5. BE PATIENT<\/strong><\/h3>\n\n\n\n<p>In real life, building a meaningful connection with other human beings takes time, effort and lots of patience.<\/p>\n\n\n\n<p>Why should email marketing be any different?<\/p>\n\n\n\n<p>We live in a hyper-energized world, where customers are low on concentration, and high on brand-switching. To stay connected with them, it\u2019s important to be patient.<\/p>\n\n\n\n<p>Building your email list takes time. If you don\u2019t already have an email list or an established brand, you will have to start out small and slowly climb your way up.<\/p>\n\n\n\n<p>You will have to pay attention to customer segmentation and email list hygiene. You will need to identify disengaged customers, and shoppers who abandon their carts. And you should reward loyal customers to keep them connected and engaged. All of this requires planning and consistent action \u2013 one of which is designing specific and targeted email marketing campaigns. Another is analyzing every campaign\u2019s performance, and adjusting your future email marketing strategy, design, copy or layouts.<\/p>\n\n\n\n<p>Do these tasks consistently and patiently to stay connected with customers today, tomorrow and always.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Wrap Up<\/strong><\/h2>\n\n\n\n<p>Your subscribers want to know they matter. Let them know that you appreciate them and that they\u2019re important to you by making an effort to stay connected with them. Try sending a few emails using the tips we have shared. And do reach out to us for support if you get stuck along the way!<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Email marketing is an incredibly powerful way to engage with prospects and customers, and build meaningful relationships with them. But first, you need to get the basics right. One: Choose the right Email Service Provider (ESP). With built-in AI, powerful content capabilities, customizable Salesforce templates, A\/B testing and many more cutting-edge functionalities, Salesforce Marketing Cloud [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":23086,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1158],"tags":[],"class_list":["post-23085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-salesforce-marketing-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 Email Marketing Tips for SFMC Email Specialists<\/title>\n<meta name=\"description\" content=\"Here are 5 Email Marketing Tips for SFMC Email Specialists to help you stay connected with subscribers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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