Is email marketing a thing of the past?
With all of the buzz about video, artificial intelligence, virtual reality, and chatbots, it can feel like email has outlived its usefulness.
What is the truth? Email marketing is still going strong, and it may be the finest technique for growing your company.
What’s the proof?
Email marketing continues to be the most effective marketing channel, outperforming social media, search engine optimization, and affiliate marketing.
What is the reason for this? Why is it that, despite all the buzz about new channels, decades-old technology remains one of the most effective marketing strategies?
Despite the development of social media, many still prefer email to other channels. After all, what good is selling to someone who isn’t present?
The majority of people use email, according to statistics, and the number is growing every year.
Furthermore, you own the connections with email marketing, so you don’t have to worry about algorithm updates reducing your reach.
That is why it is more crucial than ever to create an effective email marketing strategy.
There’s just one problem: most individuals aren’t sure how to do it properly. (You’ve probably already seen those people in your inbox.)
Today, you’ll learn how to create an email marketing campaign from the ground up.
What is Email Marketing?
- What is Email Marketing?
- Remember: You’re a Guest in Their Inbox
- Email Marketing Step 1: Build Your List
- Email Marketing Step 2: Provide Great Content
- Email Marketing Step 3: Analytics and Segmentation
- Email Marketing FAQs
- Email Marketing Conclusion
The act of sending promotional messages to a large number of people is known as email marketing. Its purpose is usually to produce sales or leads, and it may also include advertising.
Remember: You’re a Guest in Their Inbox
People are constantly bombarded with interruptions, pitches, and advertisements.
Even if you believe your email is unique. Your email is one in a million in the eyes of the reader—and not in a positive manner.
This is why it’s critical to keep track of where you’re going and to be courteous.
It’s like being asked to dinner when you get into someone’s inbox. If they ask you to remove your shoes, you do so politely.
It’s the same with email marketing, so before we get started, let me just say that you should always be on your best behavior and remember that you’re a visitor in their mailbox.
Let’s speak about how to start from scratch with your email marketing approach.
Email Marketing Step 1: Build Your List
You’ll need people to send emails to before you can start sending them. How do you begin building your mailing list? Begin by simply asking visitors to subscribe via a banner or form on your website.
Then follow these guidelines.
1. Offer An Incentive
Consider email addresses as a form of currency: you wouldn’t give out money for free, would you? The simplest technique to collect email addresses is to offer an incentive.
Of course, there are numerous ways to accomplish this. Some people prefer to give things away for free, while others prefer to just send out a newsletter or provide product updates.
Morning Brew, for example, provides a simple advantage to its subscribers: amusing, informative updates every morning.
Search Engine Journal has a little form in the right sidebar that offers daily news and also asks what themes the user is interested in, allowing them to send more relevant content.
You can also provide a downloaded checklist, ebook, white paper, or other resource. Another wonderful technique to persuade people to share their email addresses is through contests and incentives.
I can’t tell you which road is best for your company, but I can tell you that having a clear objective when asking for an address is critical.
This is when a compelling call to action and excellent copywriting come into play.
Establish your trustworthiness, clarify the purpose of the emails, and entice individuals to sign up to receive them.
Putting up a sign that says “enter your email for updates” isn’t going to pique anyone’s interest. Rather, focus on detail.
You can attract more individuals to subscribe by presenting a specific call to action or benefit for providing their email address.
The following are some frequent methods for persuading individuals to sign up:
- email series
- free downloads
- free white papers or eBooks
- update lists, like new releases and product updates
Make any reward you’re offering clear and appealing, and don’t be afraid to market it.
2. Follow Email Marketing Laws and Regulations
You should also ensure that your emails adhere to local standards and regulations, such as CAN-SPAM and GDPR.
Don’t be put off by the legalese; just make sure you don’t buy email lists and use double opt-in alternatives so people are aware of what they’re signing up for. Finally, make unsubscribing as simple as possible.
Email Marketing Step 2: Provide Great Content
Expectations are everything in email marketing, and it’s up to you to set them.
You can expect a successful email campaign if your call to action is powerful and your follow-up is consistent.
You’re setting yourself up for failure if you pledge to send one email each week but instead send them daily.
On the other hand, if someone expects daily updates or essential product changes and you fail to deliver, they are likely to be just as furious.
This is why the initial follow-up email is so important to your email marketing campaign’s success.
Send an Introduction Email
Here’s an example of an Airbnb welcome email to a new host. It discusses the fundamentals of the procedure as well as what you can expect from Airbnb.
Spotify also sends out a similar email that confirms the subscription and explains what to expect.
Take use of the possibility to construct an automated welcome sequence that almost all email service providers provide.
The first follow-up email should be sent right away to identify yourself and explain what you plan to do with the email address of your new member.
It’s preferable to be long-winded and comprehensive over quick and unnoticeable, but if you can pull it quick and concise, all the better.
It’s only a matter of living up to their expectations from here.
Don’t Pitch Right Away
You aren’t maintaining an email list for the sake of it; you are there to engage customers and close deals.
It might be difficult to make the transition from an email list that gives a lot of free content to one that promotes a product for money.
It’s a good idea to plan out your pitching ahead of time if you want to do it well. You don’t want to catch everyone off guard with a pitch all of a sudden.
If customers expect sales pitches every now and again, your campaign will be far more successful.
If you want to get into the habit of selling frequently, attempt to put yourself in the shoes of the reader.
Examine your messaging to see if it matches the expectations you’ve set. If at all possible, figure out what the customer has previously expressed interest in and send them comparable offers in the future.
Those that send blind offers are much more likely to be denied authorization to do so in the future.
Again, each company has unique requirements, and there are no hard and fast rules about how frequently you can pitch or supply material.
Just keep in mind that an email list is a permission asset, so it’s preferable to err on the side of caution than to take risks.
How to Write a Great Email Newsletter
Let’s take a look at the differences between a good and a bad newsletter.
The fact that you don’t recall ever asking to receive a newsletter is the first indicator that you’ve received a terrible one.
This usually occurs when a company fails to maintain a regular email practice or manually adds someone to their mailing list after getting a business card or personal email.
Make sure that everyone remembers you—the easiest way to do this is to not let your emails go unanswered for an extended period of time. Send an email at least once a month, preferably once a week.
The most compelling newsletters, in my opinion, are those that successfully combine messaging with updates.
While the email may include a list of product updates and photographs, it is balanced off with a personal remark or kind memo.
Instead of pitching your reader/customer, use your newsletter to strengthen your relationship with them.
Save the pitch for one-of-a-kind announcements, offers, and updates.
Use Email Automation Carefully
It’s tempting to believe that if you’re just starting out with an email list, you’ll have time to personally answer to each new member.
It becomes very impossible to keep up once you have more than a few hundred subscribers.
You’ll start to get more and more intricate campaigns, and it’ll be impossible to keep up with everyone all of the time.
This appears to be something that top marketers do. How?
The key to their success is email automation.
It sends out emails that you have scheduled in advance.
You may avoid going dark for any period of time by scheduling a group of emails to send ahead of time.
Companies frequently lay out a sequence of emails that will automatically send out over the course of a few days to a few months, warming up anyone who signs up for your list.
That way, if you need to advertise a new product or a discount, you can rest assured that they will listen.
Because you’ve formed a relationship with your readers over several weeks or months, you’re much less likely to annoy them.
Email Marketing Step 3: Analytics and Segmentation
Let’s talk about how to take your email campaign to the next level now that you know the basics.
You can do this by employing segmentation and analytics to fine-tune your broadcasts and achieve even greater outcomes than a simple campaign.
How To Understand Email Analytics
Analytics play a significant role in web copy, and email is no exception.
In my experience, every email service provider offers free analytics.
Open rate, click-through rate, and unsubscribes are the three most essential metrics, however they’re all important. See what we can learn from each one by examining it in detail.
In the first place, your email open rate tells you how many individuals have opened your messages. You can track the effectiveness of your campaign with the help of an invisible tracking pixel.
You can tell a lot about your relationship with readers by looking at the open rates. People should be eager to read your emails and open them immediately in the ideal world.
If your open rate is poor, you most likely have a large number of unengaged subscribers. You need to put in more effort to provide value and manage expectations. Here are some suggestions for increasing your open rate.
Next, your click-through rate, or CTR, indicates how many individuals opened your email and clicked on a link (if any).
If your CTR is poor, it suggests that your message is either not targeted enough or is just not reaching the intended audience. In this situation, concentrate on honing your copy.
Finally, your unsubscribe rate indicates the number of people who have hit the “unsubscribe” button at the bottom of your email.
If your unsubscribe rate is disproportionately high in comparison to your opt-in rate, you’ve passed the point of creating value and crafting compelling text… You have a lot of work ahead of you.
You’ve essentially established a sieve, and anyone who signs up will eventually depart. If this describes you, try to figure out when people leave and take action based on that information.
Rework a certain automated email if they’re departing after receiving it. If people leave after receiving marketing messages, rethink how you promote offers.
If they leave early in your email funnel, you need to make sure your original call to action is in sync with the content you’re providing.
Email analytics are important because, if you pay attention, they might reveal very detailed details about what you’re doing wrong.
Of course, “paying attention” is the key here.
How To Segment Your Email Marketing List
If you’re not familiar with the word, email segmentation refers to the process of segmenting your email list into more specific groups.
Here are some examples of how to segment a larger list:
- Customer list (as opposed to leads who haven’t purchased)
- Subscribers to the newsletter
- List of emails sent per day (in comparison to weekly, bi-weekly, monthly, etc)
- Age, locality, and job title are all examples of demographics.
- Marketing or sales topics, for example.
Dividing your list, like targeting in paid ads, allows you to send more tailored messaging.
Some clients, for example, desire product and sales updates, while others merely want to know about new releases. Sales team leads may be interested in learning about a new sales function, but not in learning about a new marketing tool.
You can also send individual emails to purchasers thanking them for their purchases, such as this one from Chrome Industries thanking customers for their purchases.
You can send a broadcast solely to people who didn’t open your last message (ask them why), or only to those who showed interest, using segmentation (a second pitch).
To A/B test titles, content, or best practices, you can split test communications among multiple groups.
As you can see, segmentation isn’t rocket science, but it is time-consuming, which is why so few people do it well.
If you do, you’ll stand out from the crowd right away.
How Much Is Your Email List Worth?
One of your most significant resources is your email list, and if you learn how to properly manage it, it will pay for itself many times over.
You can begin measuring how much money people on your list spend on average over time. This will determine the value of your list.
If a list of 10,000 people typically spends $50,000 on a campaign, and you run two of them per year, you could say that each subscriber is worth $10 per year.
When you do the math, it’s easy to understand how losing hundreds of members might be detrimental to your bottom line.
Email Marketing FAQs
What are the benefits of email marketing?
Email marketing may help businesses reach a larger audience, increase sales, recover abandoned carts, and deepen relationships with their customers.
How do I build an email list?
You can provide a free email course, a downloadable asset, or a giveaway.
What email marketing regulations are there?
What is email automation?
When a subscriber adds an item to their cart or downloads an asset, email automation allows you to construct complicated email campaigns that send emails based on actions.
How do I segment my email list?
Split subscribers based on demographics, interests, or customers against non-customers using your email tool. Then, for each segment, deliver personalized messages.
Email Marketing Conclusion
It’s time to rethink your email marketing approach if you’ve been ignoring it.
For marketers who are ready to learn how to do it correctly, email marketing has a significant payoff. It doesn’t have to be overly difficult.
To begin, keep in mind that you’re a visitor in your subscribers’ inboxes. Your subscribers are always one click away from losing interest in your emails. Be courteous, respectful, and helpful.
You’ll need to get permission as you get started. It is, without a doubt, the right thing to do. It’s also a legal need in the era of increased data regulations, such as the EU’s GDPR.
It’ll be important for you to keep your promises. Provide individuals with what they’ve requested, and follow up with emails on a frequent basis to ensure that you’re meeting their expectations.
There isn’t a magic recipe for increasing email automation. It’s all about what suits you and your company’s voice and style the best.
After you’ve mastered the fundamentals, you may move on to email segmentation and analytics. To provide more valuable emails, start sending different types of emails to different groups of people.