Here's a look into the best practices for email marketing that will transform your brand's email marketing efforts and how Propensity can help you leverage these practices.
Pre-Launch Set Up
Sender Address
The sender address is the email address that the recipient will receive your emails from. You will be prompted to add this address and can change it at any point in the workspace settings. Keep in mind, that you will not be able to send test or real emails until your sender address email account is verified. This ensures that your email sequence runs smoothly. For more information on how to connect and verify your sender email with Propensity visit our email connection guide.
Dynamic Copy
To keep things personal, you can add dynamic copy that auto-populates specific copy for your contacts. To add dynamic copy to your subject line and/or body copy, click the Dynamic Copy + button and select the field type. It will copy the formatting so you can paste it in the appropriate spot.
Formatting Highlight
Once a dynamic field is added and saved, it will be recognized in the text with a green or red highlight. If green, the format is correct. If red, it means the text is a potential dynamic field, but the formatting is incorrect.
Status Icon
If one or more instances of text are highlighted red, you will see a “⚠️" icon next to the field to remind you to check. If dynamic copy is present and formatted correctly, you will see a “✅” icon. If there is no potential dynamic copy, there will be no icon. This helps prevent errors when sending to your audience.
Test Email
If you’d like to see what an email will look like for recipients, you can send a test email. Choose who you’d like to receive the test, then check your inbox. This will help you prepare for launch day. Test emails can be especially helpful in seeing how dynamic copy works in production.
Note: the dynamic fields will not populate as it's not paired with data yet in testing.
Launch Set Up
Start Day
The email start day will help you set the cadence order of when the email is sent in your ABM campaign. You can set the exact date in the Launch tab.
👀Note: your emails will send up to 100 messages per day, so make sure you space out your dates according to the audience size. For example, if you have 1,300 contacts that will receive your emails, that will take 13 days, so you wouldn’t want to send your next email with back-to-back dates. This sending limit protects your domain health. To learn more about email sending visit our overview.
👀Note: For each workspace, we send the marketing emails with the oldest send date first and move on to the next once complete. This keeps us from exceeding our sends per day from a given email address. If you have multiple email sequences running at once the emails are queued up to be sent once the other campaign is completed.
Launching the Sequence
Once you are fully set up and ready to launch, you can hit “Launch Sequence” in the top right corner. This will turn the sequence to active and start sending each email on the corresponding send date. You can pause your sequence at any time once the sequence has launched. Remember to space out your days depending on your audience size to give the emails enough time to run without flagging a spam alert. A good rule of thumb is that 100 contacts can be emailed each business day (we do not send on weekends). Visit our Email Sending Overview and our guide on how to Avoid Spam Filters to learn more.
Tips
Personalize the Email Greeting
Recipients respond best to emails when they feel the communication is personal. They will pause and most likely open an email if they see their name or something familiar and personal in their inbox. To keep things personal, you can use dynamic fields to auto-populate your subject lines with the recipient's names.
Create Compelling, but Concise Subject Lines
Your email's subject line will draw your readers or subscribers to open your email. Therefore, having a poor subject line could waste all your email marketing efforts. Be sure to create a subject line that grabs your reader's attention, acting like a mini advertisement for the content. The subject line should also be relevant, giving the user a clear hint of what they should expect in the email. Equally, it should create curiosity and drive action, with your CTA working with the subject line to drive traffic and conversions.