Marketing 1.13 | Email Marketing Strategy

Photo by Jopwell

In April, as we were getting ready for our launch, we focused our efforts on creating a delightful and welcoming experience for our collaborators. To ensure that our collaborators receive timely and informative pieces of content, we needed to develop our email marketing strategy.

First, we needed to identify the purpose for our email marketing. Our goals for email marketing included:

  • Creating warm and welcoming emails for new users

Once we established the goals for our email marketing strategy, we then worked to identify the key triggers and touch-points for when we needed to communicate with collaborators. Here are the first few use cases we identified for our email marketing needs:

  • New collaborator signs up on GiveShop → Follow up with welcome email

After identifying the key touch-points for our initial email marketing needs, we then defined the priority for these emails and proceeded to draft the content for each of these.

Since we were still fairly new to email marketing and wanted to evaluate our options for the best platform to use for email automation and one which would integrate well with our customer management database, we then spent time to research on the best solution that would meet our needs. Since we were already using Wix for our monthly newsletters and landing pages, we wanted to understand its capabilities for email automation. We were also interested in learning more about HubSpot, with its capabilities in customer management, email marketing, automation, and landing pages, in addition to what we knew about its ability to manage ad campaigns. With that in mind, we did research on the two platforms to better understand their advantages and disadvantages.

To better understand the capabilities of the two platforms, we also put our draft emails on both platforms. The goal was to test out the ease of creation and management of email marketing campaigns on both Wix and HubSpot. We then sent out test emails to our team so that they could help confirm receipt of the emails, make sure they weren’t ending up in their spam folders, and reviewed the content for each.

Here are some of our learnings:

  • Both platforms support email automation and workflows

While we are currently paid customers of Wix (we’re currently using it for our temporary website, our landing pages, and newsletters), we decided that what we need for our business in the long-run is a comprehensive digital marketing platform. So after careful evaluation of the two platforms, we ultimately decided to go with HubSpot for the following reasons:

  • Wix offers an easy platform for no-code website design, but its other features are fairly limited. There are very few options for designing email marketing campaigns. HubSpot on the other hand offers a lot more control in designing, allowing you to create multiple columns of content, and even allowing you control the padding around each object.

We hope that by taking the time to understand the platforms and designing email marketing campaigns with content tailored to each phase of the user journey, we are able to create a delightful and welcoming experience for our community of collaborators.

We are a budding startup in Silicon Valley aiming to simplify the act of giving. Our goal is to mobilize more people to get involved with meaningful causes.