Email Campaigns on Flowlance

Learning Objectives

• Set up email campaigns and newsletters on Flowlance
• Segment your audience and create personalised content
• Analyse and improve your campaign performance

Introduction

Email marketing helps you connect with your audience, build relationships, and drive sales. This chapter shows you how to create effective email campaigns and newsletters using Flowlance's tools. You'll learn to design, send, and measure your email campaigns from start to finish.

Lessons

Setting Up Your First Email Campaign

Here's how to create your first email campaign on Flowlance:

Step 1: Log into your Flowlance account and find the 'Campaigns' section.

Step 2: Click 'Create Campaign' and choose a template that fits your goals.

Step 3: Use the drag-and-drop editor to add your content. You can add text, images, and buttons without any coding.

Step 4: Customise your design by changing colours, fonts, and layout to match your brand.

This is the bit most people miss: Always preview your email on both desktop and mobile before sending. Mobile opens account for over 60% of email views.

Segmenting Your Email List

Segmentation helps you send the right message to the right people:

Step 1: Go to the 'Audience' section in your Flowlance dashboard.

Step 2: Create segments using filters like location, age, or how often people open your emails.

Step 3: Save these segments so you can use them again for future campaigns.

Step 4: Test different segments to see which ones perform best.

Start with engagement-based segments. People who open your emails regularly are more likely to buy from you than those who rarely engage.

Personalising Your Emails

Personal touches make your emails feel more human and increase engagement:

Step 1: Add dynamic content blocks in the email editor.

Step 2: Set up personalisation rules, like adding the recipient's name or showing products they've viewed.

Step 3: Create fallback content for when personalisation data isn't available.

Step 4: Send test emails to yourself to check everything looks right.

It helps to know where things usually go wrong. Always include backup text for personalisation fields. Nothing looks worse than an email that says "Hi [NAME]" because the data didn't load.

Analysing and Improving Your Campaigns

Track your results to make better campaigns:

Step 1: Check your campaign analytics after sending. Look at open rates, click rates, and unsubscribes.

Step 2: Compare different campaigns to spot patterns. What subject lines work best? Which content gets more clicks?

Step 3: Use A/B testing to try different versions of your emails. Test one thing at a time for clear results.

Step 4: Apply what you learn to future campaigns.

Here's the quick version of what good email metrics look like:

• Open rate: 15-25% is typical
• Click rate: 2-5% is good
• Unsubscribe rate: under 1% is healthy

Practice

Roll your sleeves up and create your first campaign:

1. Pick a template from Flowlance's library
2. Write a simple email introducing yourself or your business
3. Segment your list by engagement level (if you have subscribers)
4. Add personalisation to the greeting
5. Send a test email to yourself first
6. Send to a small group before your full list

FAQs

How do I segment my email list on Flowlance?
Go to the Audience section and use the filters to create groups based on demographics, engagement, or purchase history. Save these segments for future use.

Can I A/B test my email campaigns on Flowlance?
Yes, Flowlance supports A/B testing. You can test subject lines, content, send times, and more to improve your results.

Is personalisation possible in Flowlance email campaigns?
Absolutely. Use dynamic content blocks to personalise emails based on recipient data and behaviour. Always include fallback content for missing data.

What if my open rates are low?
Check your subject lines first. They should be clear, relevant, and under 50 characters. Also verify your sender name is recognisable to recipients.

How often should I send emails?
This depends on your audience and content. Start with weekly or bi-weekly emails and adjust based on engagement and feedback.

Jargon Buster

Segmentation: Dividing your email list into smaller groups based on shared characteristics like location, interests, or buying behaviour.

A/B Testing: Comparing two versions of an email to see which performs better. Also called split testing.

Dynamic Content: Email content that changes based on who receives it, like showing different products to different customers.

Open Rate: The percentage of people who opened your email out of those who received it.

Click Rate: The percentage of people who clicked on links in your email.

Bounce Rate: The percentage of emails that couldn't be delivered, usually due to invalid email addresses.

Wrap-up

You now know how to create, personalise, and measure email campaigns on Flowlance. Start with simple campaigns and gradually add more advanced features like segmentation and A/B testing. The key is to keep testing and improving based on your results.

Your next step is to create your first campaign and send it to a small test group. Pay attention to what works and what doesn't, then apply those lessons to your next campaign.

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