How to Create an Email Campaign for Your Client
While the everyday presence of emails can make them fly seemingly under the radar, email marketing is a major revenue driver and offers benefits and opportunities for engagement that few other forms of marketing can compete with. The possibilities to leverage email are endless—from personalized content to scheduled messages for product launches and even retention messaging for customers who need an extra push to complete their purchase.
Continue reading to explore:
How to discuss the benefits of email automation with your clients
Examples of successful email campaigns
Tools to create an effective email marketing strategy tailored to your client’s unique business goals
A high-level look at Squarespace Email Campaigns
What do successful email marketing campaigns have in common?
Successful email campaigns share common elements regardless of what content or user triggers you decide to use. Build effective sequences for your clients with these best practices in mind:
Consistency is key: Determine your client's brand. Is it humorous and light-hearted, formal and authoritative, or somewhere in-between? The brand voice and personality should be recognizable throughout. Learn more about building a brand identity for your clients.
Keep it simple: Avoid complicated designs and keep attention focused where it needs to be while staying true to your client's brand.
Make things personal: Personalized emails tend to see an increase in opens and click-through rates. Addressing customers by name or timing an email to arrive at the right moment go a long way in boosting customer experience.
Segment your send: A strong email flow is segmented. Audience segmentation ensures that the right message reaches the right audience at the right time. Work with your client to define their ideal audience, and then map out sub-groups from this list.
Creating an effective email strategy for your clients
Now that we've reviewed the basics of email marketing, let's explore some questions you can ask your clients to outline an email marketing strategy that aligns with their business objectives.
Uncover their goals: Do they want to sell a product, drive traffic to their site, build customer relationships, promote an event, or another outcome?
Help them define their audience: Who are their target customers? Are there smaller groups, or segments, within their ideal customer?
Choose topics: What do they want to talk about, and how often? What does their target customer care about?
Build their list: Where will they be promoting their marketing list? Would they like to promote it on a dedicated page or with a block on their landing page? Are there any offers they want to give customers to incentivize mailing list signups?
Create a schedule: What major touch points would trigger an email? What is important to their customers during their buying journey? And, finally, when do they want to start?
Get ready to build first-in-class email experiences for your clients
Email marketing is a thriving and essential mode of marketing to reach customers throughout their buying lifecycle. Using integrated features like seamless design, automation, and analytics, Squarespace Email Campaigns offer your clients modern and effective email marketing tools to support their goals.
Campaigns take the guesswork out of finding a practical email service solution for your clients. They also enable your clients to connect with their customers while maintaining their unique brand design in a single platform directly integrated with their websites. By choosing Squarespace Email Campaigns for brand communications, you can help your clients hit the ground running to deliver on-brand, engaging emails.
How does using Squarespace Campaigns benefit your clients?
Regardless of business size and type, email marketing is an effective way to grow your client's business and provide a great customer experience. Here are some key benefits of Squarespace Email Campaigns that you can share with clients:
Owning their contact list
Owning a contact list is a valuable tool in your client’s toolbox. When a customer chooses to opt-in to your client’s list, your client is able to contact them with relevant information whenever they want. Plus, your client is not at the whims of an algorithm on a third-party site.
It’s quick and simple to create, design, and launch
Squarespace makes creating and designing emails straightforward and intuitive. Choose an email template from Squarespace’s expansive collection of designer-created templates and transform it to match your client’s site by applying site colors and logo with the click of a button. Add content by importing product listings and blog posts into the body of the email.
More personal conversations
Email communications are permission-based. This means subscribers have an active interest in the business. Campaign analytics make it easy to see how users engage with emails, enabling you to create well-timed and personalized emails based on what subscribers respond to best.
Works for your clients 24/7
Email automation is a valuable feature within Campaigns. Automations help deliver on brand, engaging emails while avoiding the manual, and often repetitive, work of email marketing. Your clients will save time while delivering a better experience to their customers.
Sometimes referred to as a drip campaign, this process automatically sends a defined amount of timed emails to an audience when specific triggers or actions are met.
Here are two effective types of automated emails:
Welcome: A welcome email is the first interaction a customer has with your client’s brand and sets the tone for the relationship. Welcome emails are a great opportunity to share a welcome offer or a cross-sell to gauge the recipient's interest in buying.
A popular form of Welcome email is an opt-in message. An opt-in email arrives when a customer gives your client their email address and permission to contact them through a purchase or sign-up. You can make it easy for clients to collect emails by using newsletter blocks on their site in key areas to drive sign-ups.
Post-purchase: It's often easier to persuade a customer who has made a purchase with your client to buy again than it is for them to win a brand new customer. Sending an email automatically after a purchase creates delight; a simple 'Thank you' can go a long way.
Instant analytics and testing to improve messaging
Campaigns deliver a full view of recipients' activity and lifecycles in real-time. The platform’s analytics are presented in a comprehensive way, so you can take actionable steps to build your client’s business with confidence.
How do you talk to your client about Campaigns and email flows?
All of these fantastic features aside, the simplest way into the conversation is best:
Ask your clients what really matters to them, what they are passionate about, and what they enjoy most about their business. Automating the tedious and manual parts will allow your clients to focus on what they care about most, while delivering a consistent and high standard of customer-focused communication.
Why should you take advantage of Squarespace Email Campaigns?
Offering integrated email services is an effective addition to the work you already do for your clients. Successfully managing your client's email strategy means impressive returns for them and recurring revenue for you.
Using the Squarespace Email Campaigns platform to its full advantage can provide an integrated all-in-one solution while building your client’s business. Automating your client’s email communication does more than just save time and money. Email automation can also can help:
Build a lasting relationship. Managing email campaigns for your client means you have a longer relationship with them. Campaigns don't end like project-based work, so you don’t have to win as much new business to gain revenue.
Increase your revenue. You have a recurring revenue source as you manage your clients’ campaigns.
Enable improvement. Comprehensive data means you can continuously improve email communications and keep your clients seeing demonstrable results.
Avoid mistakes. Using automated email means less manual work and reduces the chance of errors from manually creating and sending numerous emails.
Foster growth. Email is a steadfast way to build results for your clients as you work to build their businesses.
If your client is hesitant about sending email campaigns, remind them that a customer subscribing to their list means the customer is giving the business express permission to communicate with them. Customers don’t opt-in to emails without first considering the business–they’re showing a clear interest in the brand and want to hear more.
Squarespace Circle members and their clients receive 20% off new annual Email Campaigns subscriptions. To help educate your customers on the benefits of Email Campaigns and savings available through working with a Circle member, feel free to share our downloadable PDF.
Want more?
Looking for more advice on growing your web design business? Check out Squarespace Circle, the community for Squarespace design professionals. Along with exclusive content, discounts, and other perks, Circle connects professionals from all across the globe to exchange advice while connecting with new clients and collaborators.
