Sue Warnke shows how to build and send email campaigns on Squarespace, from growing your subscriber list with pop-ups to using the drag-and-drop builder. She covers subject lines, images, calls-to-action, and how to read your analytics to improve open and click rates.
Searching for the secret to ecommerce success? Spoiler alert: it's emails. By securing a place in your customers' inboxes, you're improving your chances of creating a community of returning customers. Yes, they may get pushed to spam or piled beneath other promotions, but any opportunity to speak to your customers is an opportunity you can't pass up.
The reality is that email is your best way to communicate with your customers and the people that love your brand. And you should be using email, email collection, and email sending from day one of starting your business. You gotta remember that if someone's giving you their email, it's because they're interested in hearing from you. Email is really your best opportunity to have control over your brand, your messaging, and, and have direct access to your customers every day.
Now that you're aboard the email train, let's make sure you know where to start. Step 1 goes without saying, but if you don't have a business email already, it's time to make one. Once you've got that, you're ready to get everything set up with your site. First things first, there's no point in sending out emails if you don't have anyone to send them to. So you're gonna need some subscribers. With Squarespace, this is as easy as inserting a newsletter block or promotional popup to your site, which will automatically collect your customers' emails in your mailing list. So once you're ready, all you have to do is click send. Next up is the email itself. Squarespace email campaigns make it super easy to include content from your website in your promotional materials while maintaining a consistent look and feel. You simply drag, drop, and arrange however you please. And finally, in addition to maintaining consistency between your site and campaigns, you should also do your best to maintain a consistent cadence in how often you send out your emails. After the technical setup comes the real challenge: getting people to actually open, read, and engage with the emails you're sending them. That means using engaging subject lines, attention-grabbing imagery, and clear CTAs to make sure your precious email doesn't get kicked to the curb like spam.
To ensure that you're not getting filtered out with other promotional emails or put into spam, ask your customers to add you to their contact list.
No matter what, figuring out what email techniques work best for you will be a constant learning process. So make sure to use Squarespace's real-time email analytics to help you see everything from open rates to clicks and conversions. And when in doubt, get some inspo from your inbox. Take a look through and see what makes you as a customer want to click, buy, or read more.
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