Email marketing is a highly profitable and cost-effective direct marketing channel, delivering an impressive average ROI of $42 for every $1 spent. This makes it an essential component of any digital marketing strategy, as not utilizing it would be like leaving money on the table.
However, it’s understandable if you’re feeling overwhelmed as a beginner, as email marketing can be a complex field with a wide range of tools, techniques, and terminology to learn. That’s why it’s important to take the time to understand the basics and develop a solid foundation before diving in. With the right strategy and execution, email marketing can be a powerful and effective way to reach and engage your audience.
What is Email Marketing?
Email marketing is a type of digital marketing that involves sending promotional messages, such as newsletters and sales emails, to a targeted audience through email. It has been around for decades and remains a highly effective marketing strategy, with an ROI of $42 for every dollar spent.
While social media marketing and SEO have gained popularity in recent years, email marketing still has a number of advantages:
- It allows businesses to directly reach their audience and tailor their messaging to specific segments, resulting in higher engagement and conversion rates.
- It also allows for automation, making it easier for businesses to send personalized messages at scale.
How to Get Started With Email Marketing?
Email marketing is a powerful tool for businesses of all sizes, but getting started can feel intimidating. In this article, we will break down the process of creating a successful email marketing campaign into six easy steps.
Step #1: Select an Email Marketing Platform
The first step in the process is choosing the right email marketing service. There are many options available, but there are two key factors to consider when selecting a platform: cost and essential features.
Many email marketing services offer a free plan or trial period, which is a great option for businesses on a tight budget. These free plans can help you test out the features and make a data-driven decision when it’s time to upgrade to a paid plan. When it comes to pricing models, email marketing services usually charge either by email volume or by the number of subscribers. The first model is better for businesses with standard needs, while the second model is more flexible and scales with your business growth.
When it comes to features, it’s important to choose a platform with a user-friendly drag and drop email builder, ready-made email newsletter templates, a variety of email campaigns (including A/B testing, RSS, and automation campaigns), segmentation and personalization tools, and integrations with popular applications. An all-in-one solution that includes subscription forms and landing pages can also be helpful in boosting your email marketing efforts.
Step #2: Grow Your Email List
Once you’ve chosen your email marketing platform, it’s time to start building your email list. It’s important to get permission from your audience before sending them emails, so be clear about what you’re asking for when requesting their email address. There are several ways to grow your list, including adding an opt-in form to your website, offering incentives for subscribing (like a discount or free e-book), and using social media to promote your email list.
Step #3: Create an Engaging Email Marketing Strategy
Before you start sending emails, it’s important to have a clear email marketing strategy in place. This includes determining your goals, understanding your audience, and creating a content calendar. You should also consider the frequency of your emails and how to segment your list to ensure you’re sending relevant content to the right people.
Step #4: Design Your Emails
Once you have a solid email marketing strategy in place, it’s time to start designing your emails. Use your email marketing platform’s templates and drag and drop builder to create visually appealing emails that reflect your brand. Be sure to test your emails to ensure they look good on different devices and email clients.
Step #5: Set Up Email Automation
Email automation can save you a lot of time and effort by automating certain tasks, like sending welcome emails to new subscribers or abandoned cart emails to customers who have left items in their online shopping cart. Your email marketing platform should have a range of automation options to choose from.
Step #6: Analyze and Optimize Your Email Marketing Efforts
After you’ve launched your email marketing campaign, it’s important to track its performance and make any necessary optimizations. Your email marketing platform should provide analytics that show you key metrics like open rate, click-through rate, and conversion rate. Use these metrics to identify areas for improvement and make adjustments to your email marketing strategy.
By following these six steps, you can set yourself up for success with email marketing and start seeing results for your business.