digital marketing

Four Easy Steps To Email Marketing

Email Marketing is one of the most effective ways to engage with your audience no matter where they are or what they’re doing. Discover the 4 steps you need to take to email marketing success.

Email marketing is a strategy for every size business. In fact, smaller businesses can benefit from it even more if they’re able to personalise it to each customer in their directory. It helps you create leads which can convert them to prospects, and we know that people receiving emails purchase more times than those who don’t! 

So, let’s see the 4 steps needed in building an efficient strategy and get that email going out!

Build Your List 

In order to send emails you need contacts first, therefore, start with forming a contact list available on your website or social media that you see as fitting. A good point here will be to include a bit of text explaining what your customers are signing up for when they enter the emails!

For the subscription form, review everything so that there are no mistakes to drive people away from signing up. Something to be concerned about is the laws agreement when it comes to taking customer information, so make sure you check every guideline for compliance and GDPR if you operate in the EU.

Type Of Emails To Send

After increasing your subscribers count you also need to be aware of what emails you are going to send, depending on what type of business you are:

  • Promotional emails with special offers
  • Seasonal messages for holidays and events
  • Loyalty program emails to your most loyal customers
  • Transactional emails for ecommerce receipts, appointments, etc.

Email Design and Content

This can be considered as a crucial part of the process. Content and Design is what will capture the eyes even further - playing an important role in the decision making of customers. 

Something to remember here is to always keep in mind your audience and the goal of your email campaign, because you want the message to be clear and resonate with your subscribers.

Writing the Content

First of all, you are probably going to have various age groups signing up for your emails, thus, try to break them into smaller groups with similar interests. In this situation if you do mass emails to the entire contact list you won’t be able to have relevance for everyone. 

Food for thought - if you want to group them, here are some ways how:

  • Demographics - gender, age, location
  • Purchase behaviour, like product category, past purchases based on promotions or sales, etc.
  • Loyalty level (new, long term customers or VIPs)
  • Email engagement (do they click on every email against those who never opened them)

Designing The Email

Something that small business owners should note is that your design doesn’t have to be all  over the place, because emails are supposed to save time so don’t be over the top with your design.

Also, include call-to-action (CTA) that relates to your email type indicating what you want your readers to do after opening your email and make sure that it is clear. With CTAs you send them to your website to either read an article, download something, make a purchase with a discount code or browse through new products, book tickets, etc. 

When it comes to CTAs try having only one or you will confuse the actions that the audience must make, therefore, this will divert your goals and efforts. 

Analysis and Optimisation

Now, here we are to the final step of the email campaign process. BUT, don’t think that you are done once and for all! 

Always keep track of your performance - see the results, does it work, or should you change something to meet your KPIs? If yes, what are you going to do about it? Strive to optimise your performance so that you can see results! 

Here are some results you can keep track of:

  • Click-through rates - how many times was the CTA button clicked
  • Conversion rates - the number of sales made
  • Referral traffic - how many people visited your website after that email
  • Bounce rates - what percentage of emails was rejected by the recipient
  • Unsubscribe rates - how many people clicked the unsubscribe button after opening the email

To determine what works and what doesn’t try to do some A/B testing with your emails until you find the right path of success. Important - instead of changing the whole strategy, make changes to one or two variables at a time and see how they impact your results! 

If you are still reluctant to why you should do email marketing here are some reasons why:

  1. High-performing - email marketing gives you the opportunity to have a higher ROI 
  2. Cost-effective - you can create an email campaign that is completely free, because there are many tools available online to help you
  3. It’s reliable - it’s one of the strategies that when designed properly they have smaller chances of failing you, unlike social media or SEO! 
  4. Your customers want it - in one research it’s stated that 70% of people prefer emails from businesses over direct mail, BUT avoid being spammy, otherwise it will lead to the other direction!
  5. It’s trustworthy - email marketing adds credibility to your small business
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