A Beginner’s Guide to Email Marketing
One of the classic marketing techniques is Email Marketing. Email is still regarded as a trustworthy way of promoting all shapes and sizes of organizations, despite the recent advent of numerous marketing platforms. Yes, there are many ways to interact with your audience, such as but not limited to:
- Social media
- Live chat
- Messenger apps
However, nothing beats emails. With more than 4 billion people using email services, it’s not surprising that email has become the most prominent communication and digital marketing tool. You must be wondering why email still holds a top position in the best and most effective marketing channels, especially when people check social media accounts more often than email. Well, there’s no denying there are more powerful tools available. But, email remains on the top for good reasons. For one, the number of email users keeps increasing every year.
As important as email marketing is, launching an email campaign is a difficult task. It's not as simple as writing an email and pressing the send button. Alternatively, you could send the same email to every customer who should be interested in your latest products or an exciting announcement. You've come to the right place if you don't know where to begin. Using these pointers, you can create an effective email marketing campaign.
Think Outside of the Box
To the person reading your email, it is just one of a thousand emails in their inbox. If you approach your target audience the same way as your competitors or other casual companies, you will never be able to make a strong impact.
Remember, your goal is to have an impactful marketing strategy that attracts the attention of your audience and keeps them hooked. So, before we discuss some email marketing tactics that can work wonders for your marketing campaign, it is important that you know you are a guest in your customers’ inboxes. Until you create a strategy that sets your email apart from your competitors or other random emails that your customers receive regularly, you won’t see the results.
Things You Need for Email Marketing
An email marketing campaign needs these two essential components to work.
- An Email List: People who have signed up for your business emails.
- Email Service Provider: A software or a team that manages your email list and is responsible for automating your email campaigns.
These components must align with your goals for your email marketing campaigns to bring the best ROI. Email marketing isn’t only for businesses announcing new product launch dates or an exciting offer during a holiday season. In fact, an effective email marketing strategy is quite useful in building brand awareness, nurturing leads, engaging customers, and boosting customer loyalty.
Email Marketing Strategies that Work
85.7% of marketers use email marketing to spread brand awareness. But, how do they promote their business to the right audience? And what strategies do they use to build brand awareness? Email marketing can be overwhelming for beginners. So, if you are just starting, we have got some good tips for you.
Develop a Perfect List Building Strategy
If you want your marketing campaign to stand out and be successful, your focus must be on your list-building strategy. An attractive list-building strategy attracts your target audience and encourages them to take action after they are done reading. At the same time, people who are no longer active on email or do not want to receive emails from you must be removed from your list. A good email list includes subscribers who are interested in your products and special offers.
Now, don’t ask for email addresses without a purpose. When collecting email addresses, give users something that encourages them to sign up for your newsletter. For instance, you can ask them to share their email address, and in turn, you will send daily news over email. You should give your audience a good reason why they must consider giving you their email.
Build User Engagement
After you've prepared your email list, the next step is to concentrate on increasing user engagement. To keep them interested, send them emails on a regular basis (at least once a week). You don't want your target market to forget about your company. This could have an effect on your conversion rates. However, don't just send out emails at random to increase customer engagement.
Focus on One Offer at a Time
This is the most important step to building a successful email campaign. You don’t want your audience confused about your offer. Your email should be clear, concise, and engaging. Make one announcement at a time. For example, create two separate emails for each if you have two special offers available at your retail store.
Write an Exceptional Email Copy
Once your users click on your email, you will want them to read the entire copy and take action as you intend. No matter your marketing goals and the purpose of sending an email to your audience, its success will depend on the email copy. How well you write it and the things you include in it will determine the success of your email campaign.
Begin by learning about your intended audience. When your readers open your email, the subject line is the first thing they will see. Your target keywords must appear in your subject line. Use an active voice and personalize your copy to ensure it meets the needs of your target audience. Then proceed to the preview. You have 140 characters to write a preview. It appears right next to or below the subject line. Finally, your copy should be simple to read.
Nobody wants technical jargon. If your readers can’t understand your email, they won’t read further, let alone visit your landing page or claim the deal. Use short sentences and break your copy into small paragraphs. Use bullet points to make your copy clean and readable. Another way to make your email copy interesting is by leveraging storytelling.
Do Not Start with Pitching
The goal of your email campaign shouldn't be just to pitch your brand; it should also be informative and engaging so that your audience can relate to it. We understand that it’s not easy to transition from offering value through your email to making money. If you want to sell something to your customers, you need to put yourself in their shoes to understand what they want.
You should understand what types of emails entice your customers and what kinds of offers they must be interested in. Never send blind offers. This will get you spammed in no time. Instead, try to offer value to your readers through emails. There is no ideal time for pitching, but as a general rule, people start pitching 2-3 weeks after the user has subscribed to the email newsletters.
Use Email Automation
People who are new to email marketing may believe they will have plenty of time to personally respond to each email. That might be possible if you have a few subscribers. However, as your email campaign grows and more people are added to your email list, you will realize how important it is to use an automation tool to ensure that each customer receives your email without you having to spend hours copying and pasting the same message.
Email automation is used to send emails to all or selected subscribers using automation tools. You can pre-schedule your email to be sent to your target audience if needed. Most businesses schedule weekly or monthly emails at a time so that the audience can read something. These messages will be delivered automatically on the scheduled date. Having established a relationship with your target audience, your messages are unlikely to be annoying.
Email analytics speak volumes about how your marketing campaign is performing and how many people are engaging with your brand. There are tons of analytics that play a pivotal role in building audiences’ engagement, but the most important ones are click-through rate, unsubscribers, and open rate.
The number of persons that clicked on your email is shown by the open rate. This reveals whether your audience engages with you or if they look forward to reading your emails. If your open rate is low, your ad copy and target audience need improvement. The click-through rate is the next crucial component. It displays the number of email clicks you received.
Lastly, track your unsubscribe rate. If you notice a large number of your customers unsubscribing to your email newsletters, then there is a serious problem in either your ad copy or email marketing strategy. Perhaps, you are targeting the wrong audience, or your messages are not personalized for your target audience.
So, this was our guide to email marketing. Hope it helped you get started with list-building, segmentation, and mail analytics. Follow these steps closely to build a successful email marketing campaign.