The Ultimate Guide to Email Marketing
Email marketing is the most effective way of staying in touch with your audience. It’s not about advertising, it’s about building a close relationship and trust with your customers.
But before you continue reading, just stop for a second and think if you are ready to commit to a long-lasting relationship? Are you ready to fully concentrate on your customers and make them look forward to hearing from you?
If yes, keep reading. This guide is for you.
Table of Contents
Email Marketing Basics
Email marketing occurs when a business sends promotional or informational messages, newsletters or event announcements to the different groups of people via email.
The main purpose of email marketing is:
- increasing sales
- acquiring new customers
- building and deepening the relationship between the current customers
- developing loyalty, trust and brand awareness
In this case you have a full control on who you want to send your content.
If you are not sure if you should read further, check the numbers:
- Global email users reached 3.9 billion in 2019
- Which will grow to 4.3 billion in 2023
- 91% of internet users send emails at least once per month
When to Choose Email Marketing?
Email marketing allows you to directly reach to your customers and measure your campaign results quite fast. But the question is, when you should choose email marketing and if it’s suitable for all business types. Start with it if you want to:
- Send short and catchy emails to generate interest in your services or products
- Drive visitors to a specific page on your website
- Follow up to the previous email
- Persuade your target audience to buy your products or use your services
- To keep in touch with potential clients and loyal customers
- Announce about upcoming events
- Inform about your company’s special offers and news
- Offer a valuable and timely editorial content
By now it’s obvious that you can use email marketing if you sell products, offer services or have a blog or a website.
But, before you start, you should have:
- A strong email strategy
- Specific goals
- Ability to continually test your campaign and the results
How to Do Email Marketing?
There are simple steps for starting with your email marketing campaign:
- Identify your goals
- Define your target audience
- Build an email list
- Write and design email content
- Personalize your email
- Pick email marketing tool
- Plan your follow-ups
Identify Your Goals
Before starting with your first email marketing campaign, take your time and think about your end goal and what you want to achieve with it. Goal setting is critical for email marketing campaign success. Defining your goals helps to measure your success.
To help you to better understand your goals, they need to be:
If you still have difficulties formulating your purpose, try to answer to these questions:
- What actions do you expect from your subscribers?
- Why must your email subscribers care?
- How should you measure your success?
Here are some examples of email marketing goals:
- If you have a lifestyle website or a blog – increasing the number of visitors
- If you have a clothing or product website – promoting new products
- If you are a charity – driving donations or educating and informing
Define Your Target Audience
It’s crucial to make sure each email you send reaches the target audience. It means that the individuals who receive your emails will be more interested and there is a big chance that they will open it. But first, you should create a list of segments.
You can segment your email list by:
- demographics, which includes age, gender and location
- engagement level
- active and inactive subscribers
- purchase history
- interests and hobbies
- size of business (B2B)
- industry type (B2B)
The easiest and simplest way to understand who your audience is – by building customer personas.
Except all the above mentioned, the next important step is identifying the device your target audience will open their emails on, the approximate time they will open those emails.
After you have defined your target audience, you should build your email list.
Build an Email List
Before starting, ask yourself, why would your website’s visitors want to offer you their email? The answer is, you should give them something valuable in return. Here are a lead magnets types:
- Cheat sheet
- Case study
- Free trial
- Webinar or course
As you can see, lead magnets don’t have to cost you anything and are mainly digital materials that you can create yourself.
Note 1: You can add multiple lead magnets to your website. This will increase the chances of collecting more emails.
Note 2: The more valuable and informative your lead magnets are, the more emails you’ll get.
It doesn’t matter if you have one lead magnet or multiple ones, it’s a good idea offering more than one opt-in form. Your form needs to have:
- Appealing and catchy header
- Informative description
- Attractive visuals
- Simple form
- Subscribe button
- Position in the right place
Note 1: Be cautious to not have subscription forms come out from everywhere on your website. This will only annoy your visitors.
And if you can make the visitor think that the page was made and designed specifically for him/her, it’s more likely to get the email address.
Install AI-Powered Chat
Ask To Subscribe in Blog Posts
Use Social Media
Design Your Email
Consumers receive random emails from different brands every day, therefore it’s crucial to send appealing and unique emails that stand out.
Use simple and clean design:
- Highlight or animate important features
- Use images, GIFs or videos
- Use your company’s branding elements – colors, logos and visuals.
- Be consistent with your design.
Personalize Your Email
If you need your audience to open your email you need to know and understand them. Your readers will interact with the content that is relevant to their interests and seems to be written just for them:
- Use the receiver’s first name
- Send content that is suitable to your audience
- Try to use everyday language
- Add a personal signature at the end
- Use a call-to-action
Segment Your Email List
If you want to improve your email marketing effectiveness, segment your list. This will help you with email open rates, click-through rates and unsubscribe rates.
You can segment your audience by different criterias:
- New subscribers
- Purchase activity
- Shopping cart abandonment
Choose Email Marketing Service
The most popular email marketing service providers are:
Measure Your Email Marketing Results
Without tracking and measuring your campaign you will never know if you are getting results or there is a need for A/B testing and changes.
Before launching a new campaign, set KPIs to track your efforts and improve your strategy.You can use your email marketing tool or Google Analytics.
The main KPIs of your email marketing success are:
- Bounce rate – represents the percentage of emails that could not be delivered.
- Open rate – the percentage of the subscribers who opened your email.
- Clickthrough rate – the percentage of receivers who clicked on links in your email.
- Conversion rate – the percentage of recipients who completed the intended action.
- Unsubscribe rate – the percentage of recipients who unsubscribed from your email list after receiving an email.
- Email share rate – the percentage of people who forwarded your email.
- Number of unique opens – the overall number of unique receivers who opened your email.
- Number of emails not opened – the number of unique receivers who did not open your email.
- Spam complaints – the number of receivers who marked your email as Spam.
These metrics allow you to analyze how your email list subscribers interact with your campaigns and give you an opportunity to compare different campaigns success.
How to Improve Email Opening Rates
Write your or your brand’s name into the sender name:
- Company or brand name
- Brand name and your first name
- Use the same name and address for all your email campaigns
- Don’t use no-reply addresses
It’s frustrating when you make efforts to create an outstanding email campaign and your email gets sent to a spam folder. All you need to do is to follow some email marketing best practices to avoid spam folders:
- Use a recognizable sender name
- Write to a one person
- Choose a reliable Email Service Provider
- Test your emails before sending them
- Be up-to-dated with spam filters technologies
- Don’t buy email lists
- Respect the unsubscribers
- Be cautious of spam trigger words
- Make unsubscription easy
For CTA the subject line is everything. You have to create catchy and creative subject lines to attract your receivers attention. Keep reading on how you can craft appealing email subject lines:
- Make the readers curious to open your email
- Include numbers
- Use conversational tone
- Use up to 50 characters
- Outline the most interesting offers
Automated Email Marketing
It will save your time and resources if you use email automation to send pre-written welcome emails, information on your offers or congratulations on special dates.
When choosing an email services tool, always test its automotive emails if they have one. Believe me, later this will be one of the most used features. The success of your email campaign will not only depend on your email list or great text and design but also on how smart you are using tools and software.
Here are some email marketing automation advice:
- Choose the right software
- Set up goals
- Set up a welcome mail
- Segment you receivers
- Create different automotive copies for different causes
- Send different automated emails to a different audience
- Use it only when it’s relevant
I put together some automotive email ideas that you can create beforehand:
- New product launches
- Promotional emails
- Sales or offers
- Anniversaries, birthdays or holidays
- Event invitation
- Giveaway email
- Follow ups
Is Email Marketing Still Important?
- It’s affordable
- High ROI (when done smart)
- Faster results
- High response rate
- It’s suitable for all business types
- It’s accessible to everyone