Email marketing is extremely effective when it comes to grabbing the attention of your audience. In today’s digital landscape, users are spammed with advertisements almost everywhere online: Facebook, video platforms, online magazine etc. There is merely one place, where users have complete control over what information they wish to receive; their email inbox.
Users are not allowing everyone to have their email address. This is one of the reasons why email marketing is so effective. Once customers have accepted to receive emails from you, you are halfway to gaining their trust and loyalty.
What is email marketing?
Simply put, email marketing is the act of promoting your products and/or services to customers. You can even divide your customers based on certain characteristics in order to stay as relevant as possible.. Email marketing helps businesses develop and maintain relationships with customers over time, with the goal of increasing sales and customer loyalty. At its best, email marketing allows a business to keep its customers informed with tailored and personal marketing messages.
The advantages of email marketing
Email marketing should always be included in your content strategy . It sends valuable information directly to your customers, how can you say no to that? There are several advantages of email marketing. First, email marketing is an inexpensive way to advertise your products or services. All you have to do is design your email with appealing visuals and a good copy that describes your offer.
Secondly, with email marketing your message goes directly to your customers’ inbox. Unlike social media channels or Google, where you have to fight for the attention, emails are simpler. Your message will always land in your customers’ inbox.
Lastly, it is easy to monitor results from your email marketing campaigns. You can easily track how many have opened your emails, and how many of them clicked on your offer.
Start your first email campaign
While it is relatively easy to start an email campaign, it is always very easy to make huge mistakes if you do not follow the best practices of email marketing. Worst case, it can lead to harming your reputation and annoying your subscribers. Thus, if you are looking to harness the power of email marketing, here are the necessary steps you should take:
1. Establish your goals
Before you start an email campaign, you must establish the goal(s) you want to achieve. Should the email be driving sales or reclaiming lost customers? Or do you simply want to update your customers with a newsletter? Whatever goal you decide to go for, keep it brief, nobody has time to read a lengthy email.
2. Gather contacts for your email list
Do not buy it; build your own list. If you decide to buy email lists, you are running a big risk of being labeled as a spammer. Instead, you should make sure to gather your customers’ emails every time they buy something from you or ask them to sign up when visiting your website. This is an easy and effective way to build a good contact list for your email campaigns. If you are not already collecting your customers’ emails, start doing it now.
3. Choose the right software
If you have not been working with email marketing before, it is recommended to choose an email platform to get started. It could be MailChimp, Campaign Monitor or GetResponse. They will help you build your email from scratch; you simply have to add contacts, choose the right template and send it.
4. Grab their attention
The overall goal with email marketing is to make your recipients open your emails. Thus, an intriguing subject line is necessary; otherwise, it is game over. Come up with a subject line that catches your audience attention and keeps them interested in what you have to say. Once they have opened the email, the first paragraph should be catchy enough to keep them reading. Moreover, make sure to include a call to action (CTA). This should explicitly tell the readers what you want them to do, e.g. look at an offer. An actionable element will keep them engaged.
5. Remember to proof check
Before you send an email to your entire list, always remember to proof check. Once the email is send, there is no turning back. Thus, it is important to be sure your message is as clear as possible and with no spelling mistakes or wrong visuals.
6. Monitor your results
As with every campaign, you want to check how successful it was. With email marketing, you should look into the following numbers: open rate, click through rate (CTR), bounce rate and unsubscribe rate. These numbers will give you a good overview of how your recipients likes your emails. You can also use the data to test other templates, messages and offers.