Building an email subscriber list is an important marketing technique to help you maximise conversion rates, why? Because it's a well-known fact that people are more likely to click-through and buy your books through email than it is through any other marketing technique (except word of mouth). In this article, I'm going to walk you through how to create an email using Wix's email provider, Ascend.
Please note: Wix Ascend requires an additional monthly cost to use. Scroll down to the bottom of the article to watch Melissa create an Indie WriterFest email using Wix.
Go into your Email Marketing editor and create an email
First things first, log in to Wix and go into your website dashboard. On the left side of your dashboard, hover over Marketing & SEO and then click Email Marketing. This will take you into
your Email Marketing editor. Once in your Email Marketing editor, you'll see various templates at the top of your screen. You can either click on one of these templates or create an email of your own. For the purpose of this article, I'm going to take you through creating an email of your own. To create a new email, click the blue button that says 'Create your first email'.
Start with the backgrounds
Before you think of the content for your email, let's start by ensuring it's formatted correctly and visually pleasing. On the left-hand panel, click 'background'. You'll then see a variety of pre-made background images that Wix will allow you to choose from but I personally like to create my own to match my theme. You can create your own background in Canva, just make sure that your dimensions are portrait for it to fit. Start with 1200px x 800px and see how that fits.
To upload your own background, press the blue square with a small plus inside of it. Then, once the upload manager opens press 'upload media' in the top left-hand corner and drag and drop your file. You'll then be able to select it and click 'add to page' in the bottom right-hand corner.
Once you've chosen your background, you'll want to scroll down on the background panel until the very bottom where you'll see 'Customize inner background'. This allows you to customise the colour of the email background so that it's not just a white, or Wix blue, email. This allows you to make your email unique. You can also add a border if you want to.
Choose your fonts
The best thing to do is choose two or three fonts that you will use as part of your brand, and use for all of your emails. This adds to your brand awareness and recognisability. To start, choose a font from the Wix list for headers, sub-headers, buttons and text. Wix limits what fonts you can choose from, so make sure you check this list first.
Exploring the 'Add' feature
In order to build your email, you'll be adding blocks of content on top of or below one another. To do this, you can choose from content blocks by clicking on 'add' in your left side panel. Once there, you get a pop-up of options. Let's go through what each of these elements means.
Text: This content block allows you to place text on your email. You can then change the text font, size, colour and more. You can also add a Dynamic Value.
Dynamic Values are pieces of information taken from a person's contact file. For example, that could be their first name, surname, email, etc. Instead of just saying 'Hello' you could add a dynamic value so that when sent, your email will pick up the registered first name of each contact so that it says 'Hi John'. To add a dynamic value, once you've clicked where you want it to be added in your text content block, click 'add dynamic value' at the bottom of the left panel. You can then choose which value you want to add, and what you want it to say if Wix can't pick up the information from a contact form. You could put 'there' in this box so that it says 'Hi there', or leave it blank.
Image: This content block allows you to place an image on your email.
Button: This content block allows you to place a button on your email. You can change the colours, font and border.
Divider: This content block allows you to separate your blocks of content through dividers. There are many different styles of divider you can choose from.
Social: This content block allows you to display social icons linked to your social media.
Columns: This content block allows you to better organise and structure your email. There are multiple options to choose from. You can have buttons under column texts, images next to text and so on.
Logo: This content block allows you to add your logo at the top of the page.
Video: This content block allows you to upload a video or stream it from YouTube.
Sign up: This content block allows you to collect emails.
Link: This content block allows you to add a direct link snippet with a social share image.
Music: This content block allows you to add music that you upload. In order to use this feature, you need to add music to your Wix music player. To do this, go back to your dashboard and search 'Wix Music' in the search bar.
Preview and test your email
Once you've built your email and you're relatively happy with it, you should then send yourself a test email and preview what it looks like on both desktop and mobile. In order to do this, press 'Preview & Test' in the top right-hand corner. You'll then be able to toggle between the desktop and mobile icons to see how it looks. if you want to then make changes, click 'back to editing' in the top right.
To send yourself a test email, press the 'send test email' next to the 'back to editing' button. You'll then be prompted to add in your email, from email, reply-to email and subject. When you're ready, press 'send'.
Go back into your Email Editor and press 'next' in the top right-hand corner. You'll then be able to either manually add your contacts or choose from one of the labels that group your contacts. If you've got an email subscriber sign up form on your website, these emails will automatically collate in your 'all' label shown at the top which you'll be able to select by checking the tick box next to it.
If you need to add a group of contacts, say you've collected contact emails in excel for example, first export/save as your excel document so that it's a CSV document. Then, press 'import contacts' in your Wix Email Editor when on the recipient section, choose CSV upload and then go ahead and drag and drop your file into the box. You'll then be able to assign those contacts to a label (group). Once you've imported your contacts, you'll have to go back into Email Marketing via the left panel and back into the email you've created. In recipients, choose the group you just uploaded or select 'all' and press next.
Finally, you'll need to add a catchy subject line. To avoid your email appearing in spam folders, ensure that you're not using all caps and limit the punctuation used. Think of an attention-grabbing subject and play on 'click-bait'. You can also add who the email is from - ideally your author name - as well as your reply-to email. Once you're ready and happy with the email, you can then go ahead and either schedule the email or send it straight away.
Once you've sent your email, you'll be taken back to the main dashboard. It will take a few moments for the email to go through, and for data to start being collected so give it a few hours and check back later. When you do come back, you'll start to see data form. Click on the email and you'll be taken to your analytics dashboard where you'll see the below.
For your reference, here are some common average stats to aim for:
Delivery Rate: You want this to be no lower than 98%
Open Rate: The average open rate is 20%
Click Rate: The average click-through rate (CTR) is between 2-5%
You'll also be able to see analytics that covers who specifically has opened or clicked links on your email, what device people are opening the email on, and what links have been clicked.
Watch me create an Indie WriterFest test email
Take a look at the below video to watch me create a test email using Wix.