By Sarah

Sarah here, Anso Atelier’s Senior Graphic Designer. Every day I create email marketing campaigns for our clients, that not only look stunning but produce real results. I’m going to share with you the essential must-know tips and tricks for creating email marketing campaigns, managing audiences, and putting flows in place in order to help you make the most of your email marketing platform.


Which email marketing platform do you recommend?

It all depends on what kind of business you have. If you need to create emails for an eCommerce store, I highly recommend Klaviyo. This platform seamlessly integrates with Shopify, allows you to segment your audience in unlimited ways, has all the essential email flows you could need, creates sign-up forms for your website, and much more.

If you are running a business that doesn’t sell a product online, say you sell a service, I recommend Flodesk. This platform allows you to create beautiful emails, sign-up forms, and flows, as well as manage your audience all in one easy-to-use, intuitive website.


How do you get your emails to look custom?

I create all of my emails on Adobe Illustrator. I save the artboard as a png and upload each section of the email as an image into the email building platform rather than create the email with the drag and drop tools provided. This allows you to create custom layouts and use more fonts, which will make your email look much more professional.


How should I segment my audience?

Audience segmentation tools are an excellent way to understand your audience in-depth in order to learn what kind of emails you should be sending. Depending on the email marketing platform you use, you can segment your audience based on language, location, engagement, purchases, and much more.

Say that your open rates have been slowly going down, what can you do? If I notice this happening, I create segments for engaged and unengaged subscribers, which are based on the last time audience members have opened an email in the previous 90 days and 180 days. I will then send a 10% off Win-back email to these unengaged subscribers in order to get them interested again in the company’s emails. The nice thing about using a Win-back flow with these segments is that if today a subscriber hasn’t opened an email in 89 days, tomorrow at the 90-day mark they will automatically be added to the list and receive an email for the 10% off discount. If there are a lot of unengaged subscribers that don’t respond to this email, you can then choose to send your campaigns to only the engaged audience, which will raise your open and click rates exponentially.


How do I send emails in multiple languages?

If you’re like many of our clients, you may need to send emails in more than one language. This may seem like a daunting task, so I will take you through my process step by step.

First, when creating your sign-up form, you need to include the required radio buttons for language preference, for example, English or French. This requires a subscriber to tell you their language of preference when they sign up so that their language is included in their subscriber profile. Second, you will create audience segments based on the language filled out in the sign-up form, for example, English Subscribers and French Subscribers. Third, you will then have to create one campaign email for each language, so one English email and one French. These will be scheduled as separate campaigns and will be sent to only the corresponding segment.


Today, email marketing is an essential part of any business’s successful marketing efforts. I hope you learned a lot about how to best utilize your email marketing platform for your company’s needs. Stay up to date with the Anso Atelier blog for more email marketing tips and tricks!