Email marketing is the act of using email to send commercial information to a group of people. In the broadest sense, every email sent to current or potential customers can be considered email marketing. It involves using email to send advertisements, solicit business, or request sales or donations.
Is email marketing dead?
To simply answer that question, no.
Email marketing is still very strong and might be the best strategy for growing your business.
Email marketing continues to rank as the most effective marketing channel, outperforming social media, search engine optimization, and affiliate marketing.
Why? Given the hype of new channels, why is technology from decades ago still one of the most effective marketing strategies?
Despite the rise of social media, people use email more than other platforms. After all, what’s the point of selling to someone if they’re not there?
In reality, most people use email, and this number is increasing every year.
There is a problem: most people don’t know how to do it correctly. (In fact, you may have seen these people in your mailbox.)
Today, you will learn exactly how to start an email marketing campaign from scratch.
1. Email Marketing Goals
It can be tempting to simply sign up for an email marketing tool (such as Constant Contact) and start sending out your first marketing campaign.
But before you start, it is worth taking a minute to think about your goals and what you really want to achieve via email, because this will determine the type of activities you send, who you are targeting, and what you include. , And how you measure success.
Email should be an important part of any digital marketing plan because it can effectively drive conversions and build brand loyalty.
The key to setting the right goals for your email marketing plan is to align them with your company’s broader marketing goals and KPIs. Is the goal to generate new subscriptions for your products? Does New lead your sales team? Are there more participants in your event? Donate more for your cause?
Email marketing is the most powerful channel to reach your audience and can be used to achieve many different goals, so it’s worthwhile to spend some time thinking about what you want to achieve with it before you start.
Here are some examples of how Campaign Monitor customers use email marketing:
- Uber – Uber’s email campaign is very simple, but it is elegant. We love arriving at the points in my newsletter immediately. The text is usually very short with a clear CTA. For those who want to know more, there is always a link that can follow. Uber always sends several promotions and provides a large map of your vehicle on a detailed map of your trip.
- Litmus – Their email marketing design is very interesting. GIF is very popular now, and the animations used by Litmus are very eye-catching and encourages you to keep reading. The Litmus title is well done and clearly states the content of this email.
- Taylor Stitch – They always consider the preferences and interests of their customers. The design is very simple, all white, and the photos are very inspiring. They write down the number of each product they have, so you need to act quickly because these products won’t last long.
Before you start sending, plan the tasks you want to complete by email, you can easily determine what you want to send and who you want to send, and help you create high-performance, focused email campaigns to achieve your marketing goals.
Did you know that the number of email accounts is 3 times the combined number of Facebook and Twitter accounts? Or are you 6 times more likely to click on an email than Twitter?
2. Build Your Email Marketing List
You can build an email list in many different ways, but the correct method for each marketing activity really depends on the goals you set.
Create a brand identity signup pop-up form for your website and provide a valuable incentive
Pop-up forms provide visitors with a quick and convenient way to share contact information and subscribe to your list as they browse your website, making it a powerful tool for promoting audience growth. They are easy to add to your website and are proven to be effective
Before you start creating your subscription pop-up form, you should consider the following tips:
- Choose an attractive title – Make sure you include a good title that describes what your potential customers will get when they subscribe to your email list. important benefit
- Related description or tag line – Include a short and clear description line, which will help you increase the conversion rate of your subscriptions.
- Simple Form – Contains only the necessary contact information, such as name and email address.
- Include a call to action on the subscribe button – Make sure to use a non-universal call to action to invite visitors to click right away.
Although it is a bit simplified, it is only logical. No matter how many subscription opportunities you offer visitors, they are unlikely to act without valuable incentives. No matter how good your incentives are, you still have to make it easy for people to sign up if you want them to join your list.
The real question is, what is an awesome incentive? How can you make the subscription list very simple and easy?
- Fascinating Content – If you blog or create content on your website, sending your best content to subscribers via email is a powerful motivation for them to join your list.
- First Order Discount – If you sell through an online store, if people subscribe to your email list, offering them a discount on their first order is an incredible incentive. It not only encourages people to subscribe, but it also motivates them to buy.
- Free or Fast Shipping Upgrades – Providing free or enhanced shipping services for your customers’ purchases is a great motivation to join your list. Not only is this offer highly relevant, especially when provided during the checkout process, but the ability to get the products they want faster is a powerful motivation for people to sign up.
Also, the other part of the equation is providing a lot of simple subscription opportunities, because this makes it easy for people to choose. Although the type of subscription form you use will depend on the rewards you offer, such as Header bar, Slider, Top of the sidebar, End of post, Lightboxes
Import a list of known contacts
If you plan to use email to keep in touch with existing customers, you can build your email list by importing the details of existing customers into the email marketing tool of your choice.
For Campaign Monitor customers, you can manually upload an existing list (for example, from an Excel file), or you can connect your Campaign Monitor account to the tools where your customer data is located (for example, your CRM, accounting, e-commerce tools, and hundreds of data) and automatically sync your customer information with your Campaign Monitor account.
However, before importing any contacts, make sure you have sufficient permissions to send emails to these subscribers.
3. Types of high-performing email marketing campaigns you will want to send
Now that you understand the structure of high-performance email, let’s take a look at the types of email campaigns that you can immediately send to the list.
Welcome email campaign
When someone joins your list, the first thing to do is to welcome them to your tribe with a friendly email. You can even attach a gift or discount code as a thank you for registering. Or, you can just say “Hi” and tell them what will happen when you subscribe to your email now.
These welcome emails can go a long way in building healthy relationships with your audience no matter what you do. Their average open rate is 50%, which is 86% higher than other types of email campaigns, and the engagement of users and brands receiving welcome emails is 33% higher on average.
Once you have established a relationship with your audience, you will eventually want to get them to buy from you; you will want to monetize that audience. Promotional emails may be the best method. Offer discounts, promotions, or personalized offers that your subscribers can’t resist. Keep it simple and make the quote impressive and relevant.
Keeping a thriving relationship is sending newsletter campaigns. Update your subscribers with new blog content you post, what’s happening in your business, or tips you want to share with them.
Once people stay on your list for a while, they will get used to ignoring your email, which is not uncommon. I know, it sounds bad. But this is reality. Your subscribers receive a large number of emails in their inboxes every day, and if they follow every email, they may not do anything else throughout the day.
Fortunately, some of these lost subscribers just need to remind you that you are still around and you are here to help them solve their problems. Re-engagement activities are targeted at a subset of subscribers who have not interacted with your email for a long time. This type of activity can miraculously re-attract the attention of those who have forgotten you.
An event invitation email is a campaign designed to increase awareness of your event and encourage people to attend.
Here is a great example from Campaign Monitor customer Lincoln Motor
4. Making an Email Marketing Campaign
Now that you’ve identified your goals, established some audiences, and selected the types of activities you want to send out, it’s time to start creating your email.
Email tools (like Sendinblue) make it easy to create beautiful email marketing campaigns, but you need to know a few basics to ensure you get the best results from each campaign.
Let’s take a look at some of the steps you should follow to create a successful email marketing strategy.
Eye-catching subject lines
Why is the subject line important?
When subscribers receive your email, the first thing they may notice is your subject line. It can be the deciding factor for users to open your email.
Email subject lines are critical to your email marketing strategy because they directly affect your open rate.
Eye-catching subject lines can arouse readers’ curiosity and attract their attention.
What is the magic formula for creating eye-catching email subject lines?
There is no fixed formula.
However, subject lines containing the recipient’s name may receive more attention.
Similarly, it is a good idea to include the latest deals and discounts in the subject line. They can incentivize users to open emails and make purchases.
Here are some other email marketing techniques that can help you write a compelling subject line:
- Keep the subject line short.
- Avoid spam phrases such as “free” and “make money”. They can send your email to the spam folder.
- Express your subject line as if you asked the recipient a question. This sounds more attractive and conversational.
What is the final result?
An eye-catching subject line can take your email marketing strategy to the next level. Therefore, create good subject lines and use subject line testers to optimize them.
Strategic Approach to Tone and Timing Your Campaigns
In addition to creating compelling subject lines, you also need to write high-quality content to resonate with your audience. After all, content is the core of your email marketing strategy.
When writing content for emails, stay true to your brand voice. In addition, add an eye-catching call-to-action button for users to take action, another factor to consider is the time your email is sent. Here’s a common dilemma marketer face:
When is the best time to send an email?
There is no clear answer to this question.
The best time will depend on your target audience and your goals. Try different hours and check your open rate to find the best time to send the email.
Make sure your campaign has brand influence and builds trust
Your email marketing campaign may not be the only interaction your subscribers have with your business.
In fact, your subscribers may have visited your website or social media page to sign up to receive your email.
Therefore, your email marketing campaigns must align with the colors, fonts, and brand you use at all other customer touchpoints so that your customers have a consistent experience with your brand.
Freshbooks did this effectively in their email marketing campaign. The fonts, colors, buttons, and even icon styles they used on the website are perfectly copied into their email campaigns.
By ensuring that your marketing activities are consistent with the brands your subscribers see elsewhere, you can build legitimate trust in emails and increase their chances of clicking
Using an Attractive Design
A beautiful email design can greatly promote your conversion. This is an underrated but important factor in developing a successful email marketing strategy.
So how do you design attractive emails?
Here are some factors to consider when designing email templates:
- Use vertical layout
- Use lots of white space
- Keep sentences and paragraphs short
- Make your call-to-action button prominent
- Avoid using too many images
- Add Social Share Button
- Please Provide Full Contact Information In Footer
You can also use email marketing platforms like Sendinblue, which give you beautifully designed templates and drag-and-drop builders. They can help you create professional-looking emails and personalize your email copy with advanced customization options.
Another advantage of using this platform is that it provides machine learning-driven shipping time optimization.
You can also use the Email Template Builder to design your own custom email templates.
Cleaning of Email Lists
The biggest asset of any email marketing strategy is the subscriber list. Therefore, you must check and update your list regularly.
Keep updating your customer details and remove all users who have unsubscribed from your email from the list.
Sound is counterproductive?
No. By keeping inactive users on your email list, you will see their engagement decline. Most email providers can choose to automatically delete inactive subscribers. Therefore, you don’t have to spend hours trying to update the list manually.
5. Measure the Success of your campaign
A well-executed email campaign can:
- Increase sales
- Increase customer loyalty
- Generate leads
- Generate additional repeat business
- Reduce marketing costs
After sending the email, the marketer will receive a large number of activity reports. But how do marketers handle this data?
Avinash Kaushik, the world’s leading network analyst, recommends spending 10% of reports and 90% of operations based on data. According to Marketingsherpa, the most important email marketing KPIs are open rate, click-through rate, and delivery rate.
This indicator is the main starting point for your email activity and an important indicator for monitoring the strength of your email list. A high post rate means that you are reaching your target audience.
Low delivery rates mean you have to work hard to build a healthy subscription list.
An easy way to increase the size of your list is to place your email record on the home page of your website. If you want to improve your health, implement a double option.
Once your email reaches the customer’s inbox, the next challenge is to read the email.
Your subject line will have the biggest impact on your activity, and it’s also the reason why subscribers click “Open.” It should be noticed by the reader and it should be relevant to the user to describe what the reader can expect from reading the entire email.
One way to distinguish yourself from your competitors is to send email campaigns using someone’s name instead of your company name. Our own B2B email marketing report found that 89% of B2B email campaigns are sent from the company name.
Implix research found that subject lines with more than 25 characters are easier to read than subject lines with less than 25 characters.
Now that your subscribers have received and opened the email, it’s time to take action. This is all because of its content. Is your content relevant? The click-through rate of related emails is high.
If the focus of your email campaign is to send emails to all subscribers, your clickthrough rate will be below.
To get a high click-through rate, please subdivide your list by topics of interest. May cause to be sent
Resend the Campaign
No matter how effective the subject line is, you will always have subscribers who have not opened it for various reasons.
Resend your email, specifically for the segment of the list that was not opened the first time.
This is not only your second chance to miss the first email but also another chance to further divide the test subject line and delivery time.
Email Marketing Summary
Email marketing is a powerful sales and revenue driver for your business, and it has a greater impact and returns on investment than any other channel available to marketers today.
Follow the steps in this guide to quickly start the success of email marketing and marketing activities.