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A Guide to Email Marketing

Bronagh Loughlin | 10 Feb 2020

There are approximately 3.9 billion email users worldwide, so if you are on the hunt for a way to reach your customers, email is the perfect place to discover them. As a savvy marker, you have probably seen reports that show email has the highest ROI of any marketing channel available and you are probably keen to begin using it to drive sales and revenue for your business. But how exactly do you get started? What are the steps you need to take to get up and running with email and ensure your campaigns are a success? This guide will talk you through the process of getting started with email marketing to help ensure your first campaign is a massive success. 

What is Email Marketing?

Email Marketing

Email marketing is the act of sending a commercial message, typically to a group of people, using email. In the broadest sense, every email sent to a potential or current customer could be considered email marketing. 

There are many ways you can use email, some include: 

Many Ways You Can Use Email

  • Build Relationships: Build connections through personalised engagement. 
  • Brand Awareness: Keep your company and your services top-of-mind for the moment when you prospects are ready to engage. 
  • Content Promotion: Use email to share relevant blog content or useful assets with your prospects.
  • Lead Generation: Entice your subscribers to provide their personal information in exchange for an asset that they would find valuable. 
  • Product Marketing: Promote your products and services. 
  • Lead Nurturing: Delight your customers with content that can help succeed in their goals. 

 

Getting Started with Email Marketing

Let’s get started with the basics. I will break down a few key things to get you started building a strong email campaign that will delight your customers. 

Create an Email Marketing Strategy

Create an Email Marketing Strategy

Each of your customers receive countless emails each day. That means, if you do not take the time to develop a strategy, your emails will get lost in crowded inboxes, or worse, be sent to the spam folder. You can learn how to build an effective email strategy and send emails that people genuinely want to read. It just takes a plan, to be specific one that can be broken down into a few key steps. Thinking of the following five steps as an outline for your email strategy. We will dive deeper into some of these in a moment. 

  • Define Your Audience

Define Your Audience

An effective email is a relevant email. Like everything else in marketing, begin with your buyer persona, gain an understanding of what they want and tailor your email campaign to your audience’s needs. 

  • Establish Your Goals

Establish Your Goals

Prior to coming up with your campaign goals, gather some context. Research the average email statistics for your industry and use them as benchmarks for your goals. 

  • Create a Way for People to Sign Up

Create a Way for People to Sign Up

You need people to email so an email list is a group of users who have given you permission to send them relevant content. To create that list, you need several ways for prospects to opt in to receive your emails. Do not be discouraged if you only have a few people on your list to start. It can take some time to build. In the meantime, treat every single subscriber and lead like gold and you will watch your email list grow organically. 

  • Choose an Email Campaign Type

Choose An Email Campaign Type

Email campaigns vary and trying to decide between them can be rather overwhelming. Do you send a weekly newsletter? Should you send out new product announcements? Which blog posts are worth the share? These questions plague every marketer. You can begin by learning about the different types of email campaigns that exist, then decide which is best for your audience. You should also set up different lists for emails that are relevant to them. 

  • Make a Schedule

Make a Schedule

Decide how often you plan to contact your list, inform your audience upfront so they know what to expect and stick to a consistent schedule to build trust and so that they do not forget about you. 

  • Measure Your Results

Measure Your Results

This should not come as a surprise because marketers measure everything. Being meticulous about every key metric will help you implement small changes to your emails that will yield large results. 

Email Marketing Tips

Email Marketing Tips

Whilst you probably do not think twice about the formatting or subject line of an email you send to a friend, email marketing requires a lot more consideration. Everything from the time you send your email to the devices on which your email could be opened matters. The goal with every email is to generate more leads, which makes crafting a marketing email a much more involved process than other emails you have written. 

Here are some components of a successful marketing email: 

Copy: The copy in the body of your email needs to be consistent with your voice and stick to only one topic.

Images: Choose images that are optimized for all devices, eye-catching and relevant. 

CTA: Your call-to-action should lead to a relevant offer and stand out from the rest of the email. 

Timing: You have to figure out the best day and time to send your email. 

Responsiveness: 55% of emails are opened on mobile. Your email should be optimized or this as well as all other devices. 

Personalization: Write every email like you are sending it to a friend. Be personable and address your reader in a familiar tone. 

Subject Line: Use clear, actionable, enticing language that is personalized and aligned with the body of the email. 

Conclusion

Email is not dead, it is one of the few marketing channels we can use to build an authentic connection with the humans that keep our businesses alive. Email marketing is not spam, it is not a personal note from an old friend either. It is something in between. Your customers do not give their information lightly and if used correctly email marketing can be both a relationship-building and profit-building tool. I hope this guide helps you create a successful email marketing strategy.

 

 

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