Getting Started With Email Marketing: A Step-by-Step Guide
Having trouble getting started with email marketing? This guide will help you create an outstanding email campaign.
With all the new advances in communication and marketing technology, email seems to be dying out.
You might think so – if you ignore the data. In 2018, email was still the most effective channel for digital marketing. It placed well above SEO, and even social media marketing.
On the whole, more people use email than any other single platform. With that huge potential audience, it’s a mistake to ignore it.
So it’s important to have an email marketing campaign. But there’s a problem. Most people don’t know where to start. Trends in marketing change very quickly, and keeping up takes time and effort. As more people ignore spam emails, it’s harder to get value without a good plan.
It’s impossible to condense everything needed to lead a successful email marketing campaign. But here is a basic outline on how to begin:
Step #1 – Find a Service Provider
The best advice you can get about email marketing is: Do not try to do it alone.
As much as it seems like a way to save money, it isn’t. In the long run, a bad email campaign costs more than a good one. Plus, taking on more responsibility means you have less time for running your business.
You should choose an email marketing services provider. They can help you with the automation, testing, content creation, and so on that you need to make it work.
It’s impossible to overstate the difference professional help can make. You’ll have access to many tools and strategies that wouldn’t otherwise be available.
As you continue reading, ask yourself how many of these steps you’d be able to handle on your own.
Step #2 – Build a List of Contacts
You can’t have an email campaign without anyone to send emails to.
How you get contact information will vary based on many factors. Your industry, reach, and social media following all play key roles.
To get people’s email, you have to provide some benefit to them. No one puts their email into a form without some expectation of gain. The incentive can be many different things. A popular one is a periodical, such as a newsletter. But no one wants a newsletter from a source they don’t trust, which leads to the next point.
The copy has to be great. You have a vanishingly small attention window to get the point across. So everything about the way you communicate has to inspire credibility.
Make people feel that the content of the email is important to them. Then show them why that’s true.
This starts with the initial contact. Whatever your strategy is, make sure it’s clear what benefit they’ll get for giving you their contact info. A false or misleading claim at this stage could spell disaster.
It’s a good idea to stick to quality over quantity. An email list that’s not created with your business in mind isn’t a good investment. Putting in the effort to create a list that matters to your brand will get better results.
Step #3 – Deliver on Your Promises
If you set expectations, make sure you meet them.
If people sign up for a weekly newsletter and get daily emails, they will not be happy. If the content of your emails is repetitive and boring, you will lose people’s attention. If you promise special offers, make sure those offers are really special.
After your list, the most important element is the very first email. Which should go out as soon as an email enters the list. Tell them everything you plan to do with their email address. Explain it all in detail and be honest. Again, you’re building trust. People are more likely to put up with some content they don’t want to see if it’s explained upfront.
Step #4 – Craft Your Emails
You’ve given people a payoff for their email address. Now it’s time to capitalize. Here’s how to do it:
- If you’ve done your job right, people will expect sales pitches periodically. But don’t overwhelm them too soon. A sensible build-up will have better results.
- When putting together a sales email, stick to a template. Once people get used to it, they’ll have an easier time detecting and navigating the message.
- The subject line is the single most important line of text. It should be short, punchy, and to the point. There are entire guides dedicated to writing good subject lines.
- Make your message compelling without wasting time. Your offer should be clear from the start. Explain the benefits briefly, and end with a call to action.
Step #5 – Send! Then Analyse
Every email you send teaches you something about your audience… Even when to send emails.
Applying analytics correctly will have a major impact on the efficiency of your campaign. For this step, your most valuable asset is your service provider. They’ll be able to generate and track analytics for you. And they’ll tell you how to use that information.
Roughly speaking, there are three primary indicators of performance:
- Unsubscribe rate
- Click-through rate
- Open rate
These metrics will tell you how good your targeting is and whether your contacts still trust you.
Starting an email campaign is just the beginning. The real work is in keeping up with it. That’s where analytics becomes crucial.
The Final Word
As you can see, setting up an email marketing campaign is not that scary. But it takes the right kind of help.
The best way to start is to pick the right service provider for you.
Then it’s a matter of building an honest contact list. Every email on the list should have the real potential to create value. Once you start sending emails, analytics will dictate how to proceed. Work closely with your provider to get the right tools and strategies.
Let us help to get your next email campaign on the right track.
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