Video 79: Components of An Email Marketing Campaign

May 19, 2011 . 4 minute read | Posted by akassover EmailInsurance Agent WebsitesVideos


*Hello, it’s Aaron Kassover, talking about insurance websites, and talking about sending out email campaigns.  I’m going to spend the next few days sort of going over email marketing, talk about what makes up an email campaign, and give you some tips on how you can use this to drive prospects to your website to generate leads and to grow your business. *

So I’ve just started out today, I’ve written up here in my beautiful handwriting, my hardly legible handwriting, the components of an email campaign, or a single email.  I want to go through those and just kind of explain the basics of what makes up an email, so that when we talk more about this later on, we have a good reference to use.

*So the first thing is the sender’s name, and this is the name that shows up in the “from”; it might be your name, it might be your business name, it might just be your first name, it might be your first and last name, but deciding on you want your name to be when you send an email out. *

The second is the email address that the email comes from.  And you don’t necessarily have to use your normal email address, you could use a special address for our campaign, or you could use “support@” or “info@”, but having a sender’s email.

The next is the “to” address, the “to”, “from”, the “bcc”, and the “cc”.  Now, really we don’t think too much about cc and bcc unless you’re not using an email marketing tool.  If you’re just sending emails out from your computer from outlook or your email application, then you’ll definitely want to be aware of the bcc and the cc to make sure you put your email addresses there so that not everybody gets a copy of all of the email addresses that the message goes to.  The last thing you need is for somebody to “reply to all” and then somebody else replies to all, and somebody else replies to all, and the next thing you know, your entire list is yelling at each other because they’re all replying to each other at the same time.

*Subject line, every message has to have a subject line.  You can leave it blank, but if you do, you’re not going to get your message read, and so make sure you have a subject line that is going to get people to open your email; this is what they’re going to see when the message pops up in their inbox. *

And then, of course, you’ve got your message body, which is the content of the message.  And there’s a couple of different formats a message can take.  The two that we really care about are plain text or HTML, and so you’re going to decide if you want to send your message out that HTML, which means you can do things like colors, you can do layouts, add images.  Of if you want to have just simple plain text, which means you’re limited to just black text on the message.

And then finally, your email campaigns should have a foot, which will be in the body, but a footer has to have a couple of things to comply with CAN-SPAM regulations.  It has to have a link to unsubscribe, it has to have the name, phone number, and address of your business, and so you want to have your unsubscribe list and your business address in the footer so that you’re complying with CAN-SPAM requirements.

So that’s it.  That’s what you need to have to have an email.  I’m going to go through a lot more about email marketing in the next few days, so stay tuned.