If you are reading this article, you are interested in the way how to apply email marketing to your business. You may have already heard that email marketing is the best and less expensive way to organize your work. It can be true if performed correctly. In this article, we will dwell particularly on how to do email marketing at every step.
If you still doubt whether it is efficient or not, discover the benefits of email marketing in our article.
If you are ready, let’s get it started!
So, how to do email marketing?
Step 1. Set the goals.
Goals are vital since they define your work: goals define your target audience, email marketing strategy, content that you want to share with your subscribers, results of your work. Without the goals, you will just go with the flow. Thus, you will not get conversions and ROI and the reason for this is simple – you have not specified what the conversion and ROI are for your business.
Now, you can ask a question: how to establish the goals for my business?
Goals depend on your sphere of activity.
- If you are involved in ecommerce, your goal may be to increase sales. This goal is achieved with the help of lots of marketing methods, such as cross-selling, up-selling, special offers, discounts, sales, etc.
- If you deal with events and festivals organization, your goal may be to increase attendance and ticket sales.
- If you have a blog, your goal may be to increase the number of visits and followers.
Having chosen your goal, keep in mind that email marketing itself is focused on establishing trustful relationships with your clients and every your goal should be achieved by caring for your customer.
Step 2. Create mailing lists.
This step may be the most challenging if you do it from the scratch. Still, it is one of the most important. Success of your email campaigns depends on target audience you send them to.
Golden rule of email marketing: your mailing lists MUST be legal!
Legal mailing lists imply a permission to send emails.
Permission to send email is performed via opt-in and double opt-in. Double opt-in is a great marketing technic. It means that a user confirms his desire to receive your emails twice. Some businesses avoid this practice, thinking that it does harm to their mailing lists, but it’s not true. Users, showing their desire twice, are really interested in what you are doing and you are likely to meet their needs.
How to encourage users to subscribe?
All marketers are eager to find out the answer to this question.
We offer you some tips on effective subscription form:
- Make it short, simple and state the purpose for a user to subscribe.
- Make your “Sign up” button a real call to action. It should be easily visible.
3. You can offer something in reward for a subscription. It may be free shipping, a discount, free electronic book, etc.
4. Inform the users on how often they will receive your emails.
After subscription, send the users a welcome email. Thus, you will not only say: “Thank you for subscription”, but you can discover their preferences, what they want to receive from you. Besides, you can use such information for segmentation.
Segmented mailing lists will bring your email marketing to new heights. This method allows to make your campaigns personal without much efforts. For example, all subscribers who have chosen News, articles, videos, product info and more from the welcome email above, will be in the same mailing list and will receive the same information, relevant for them.
Also, it is quite reasonable to segment subscribers in the following way:
- Former subscribers
- Current subscribers
Thus, you can make sure that your former subscribers do not receive anything from you; current subscribers are nurtured; prospects are engaged.
Keep your mailing lists clean! Make habit of checking them regularly to get rid of invalid email addresses to reduce bounces and errors!
Step 3. Determine the types of your emails.
Generally, all emails are divided into marketing and transactional.
Transactional or triggered emails are sent to a customer after he performs a certain action. They are a must in ecommerce. For example, a client added an item to the shopping cart, but have not bought. In this case, the client receives abandoned shopping cart email.
So, transactional email is a response to a subscriber’s action. They also include the following emails:
- Subscription confirmation email
- Shipping confirmation
- Follow-up emails
- Welcome emails
- Reactivation emails
- Password resets
- Order confirmation emails
Marketing emails are different from transactional, as they are sent to many subscribers at once, they do not have to be a response to a particular action. These emails include useful and interesting content, offers, news, announcements, deals, etc.
There are some types of marketing emails:
Newsletter is an email containing your recent news, content, updates. It is usually devoted to 1 topic.
Digest usually includes links to your last articles or news with a few sentences to intrigue readers. It is usually devoted to more than 1 topic, it is kind of a report.
This email announces the recent changes, updates, for example announcing a new product.
This email is aimed to invite to a particular event.
5. Offers and discounts
This email contains information about special offers, discounts and sales.
The choice of an email campaign depends on the goals you have established. If you want to increase sales, you may choose special offers and discounts email campaign, if you want more followers and client engagement, choose newsletter and digest.
Step 4. Create email campaign.
This is the most creative part of your work. Concentrate on the content of your email.
It is stated that people need 8 seconds to understand, whether your email is interesting or not. Thus, put the most important and useful information to the top.
The quote above is applied to email marketing as well. Get rid of long, heavy and extremely informational texts. Do you often read emails that contain 10 paragraphs of text and that is all? Put yourself in your subscribers’ shoes.
To make your email easy-to-read and appealing, use a thematic, eye-catching image because this is the first thing your subscribers pay attention to while opening an email. Make sure, that you have added an alternative text, in case your image will not be shown, the alt text will describe it.
Your call-to-action button should be striking and easily visible. Subscribers have to understand what to do.
Almost all email services have a wide choice of ready email templates to any occasion. You can create your own original and creative template in our service, with the help of drag-and-drop editor. It is easy to use, just drag the necessary elements to your template and choose the desired design.
Remember, that your content must be in accordance with your subscribers’ preferences. Do not send the same email to every subscriber. Make use of personalization and segmentation!
Make your emails responsive, thus, they will look perfect at any screen resolution.
Quality of your email body will influence your click-through rate.
Having created the email body, think of your subject line.
Subject line is the “face” of your email since it is the first what your subscribers see when receiving your email. Success of your subject line affects your email open rate.
So, if it is poor, you should work better on the subject line. A/B test will help you to optimize the work.
Make use of our tips on effective subject-line:
- Make it less than 40 characters, otherwise it won’t be shown in some email clients.
- Sum up all your email body in the subject line. Write the most important and relevant information in it.
- Use intriguing questions, as they will make subscribers open an email.
- Avoid spam-like words, including BUY, FOR FREE, JUST NOW, etc.
- Personalize your emails by adding personal information about your subscribers, like their name, place of work, place of residence, gender, etc.
Now, your email campaign is ready for sending.
Step 5. Track the results of your campaigns.
Sending an email campaign is not the last step in email marketing. To develop and improve your business you should go to considerable lengths. After sending a campaign, track its results.
The following metrics are available:
- Email open rate – is the percent of your opened emails by subscribers.
- Click-through rate – is the percent of subscribers who followed the link in your email.
- Bounces – percent of emails that were not delivered due to different reasons.
- Unsubscribe rate – is the percentage of recipients who unsubscribed after opening your email.
- Spam complaints – is the percentage of people who marked your email as spam in their email client.
You can get much more detailed statistics with the help of Google Analytics.
Make use of UTM-tags! With their help, you will be able to get to know where your client “came from” to your site, which channel of communication made it possible.
Such a deep analysis will help you to be closer to your subscribers, to know more about them and work for them.
So, follow these 5 steps to start your email marketing!
Published: 29 Sep 2017 Last Updated: 16 Nov 2018
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