In this beginner’s guide to email marketing, we’ll discuss the benefits of email marketing for your business, explain how email marketing works, and give you some helpful tips to help you get started. start your first email marketing…
Benefits of Email Marketing
Email marketing is a very effective strategy for promoting your product or service. It builds brand awareness while educating prospects about your offer. This may help you:
- Generate leads. Drive high-quality traffic to your website. Build relationships with customers. Build trust and credibility with your audience. Opportunity to move up the sales funnel to increase conversion rates. Stay ahead and keep your audience engaged. Connect with existing customers to build loyalty, increase retention rates, and drive repeat sales.
Email marketing is an essential part of any content marketing strategy because it provides an effective channel to distribute your content and drive high-quality organic traffic to your website. On the more transactional side, a series of abandoned cart emails can increase conversion rates by up to 69%.
Additionally, messaging tools can be integrated with many other marketing technologies to improve results. For example, you can increase open rates by 50% with personalization technology. Or, you can increase engagement with interactive emails – something like adding videos to emails can increase click-through rates by 300%.
How does Email Marketing work?
Email marketing allows you to target your audience and customers through email campaigns. You can also segment your subscriber lists into different groups and send the most relevant content and offers to each segment (more on that later).
These emails can be sent in a pre-determined order to convert leads into buyers or after readers complete specific actions such as clicking a link, viewing a product, or leaving products in a cart. You can also make personalized product recommendations based on a customer’s preferences, purchase history, location, and more.
To effectively manage customer segmentation and personalized email sequences, email marketers typically use email service providers (ESPs) to send and manage email marketing campaigns. With the right email service provider, you can deliver the right content to the right people at the right time and configure your campaigns to maximize your marketing ROI.
So why not use a free email service like Gmail, Outlook, or Yahoo! Mail instead?
Also known as Internet Service Providers (ISPs), they work best for personal use only, not for sending large email campaigns. Additionally, paid email services usually offer professional support, which is important for businesses that can’t afford to waste time trying to solve a problem or don’t understand how a feature works.
Email Marketing List-Building Tips
Before you begin to distribute your email campaign, you must create a mailing list containing the names and email addresses of people who have opted in to subscribe to your email newsletter and receive email communications. -email from you.
OK, but how can you create a mailing list from scratch? Here are some tips to help you launch a successful email marketing campaign:
Don’t buy mailing lists. There are many good reasons why you should never buy an email list, and the first and most important is that you will violate compliance rules under the General Data Protection Regulation (GDPR).
Create and promote a lead magnet. A lead magnet is something you offer for free in exchange for a prospect’s email address. Most lead magnets are digital content (such as e-books or white papers), so they can be instantly distributed in a variety of downloadable formats, such as PDF, MP3, or video.
Your lead magnet should appeal to your target audience and provide value so you can create a positive first impression and help build trust with your customers.
Segment your mailing list. When you use list segmentation to deliver relevant, timely, and personalized content to your customers, you can increase engagement and conversions by reducing churn rates.
Because consumers expect targeted information from brands, an effective segmentation strategy can get your emails opened, read, and clicked on. For example, segmentation has been found to help marketers increase conversion rates by 355% and increase revenue by up to 781%! Additionally, HubSpot’s analysis of over 100,000 emails showed that the average CTR of a single mailing list was 12% lower than that of a segmented list.
What is the best email marketing service?
Email marketing services provide the tools you need to capture leads, manage subscribers, and send email campaigns. With the right email marketing service, you can deliver the right content to the right people at the right time and configure your campaigns to maximize your marketing ROI. Here are some popular email marketing service providers along with their pros and cons to help you make the best choice for your business:
Communication continues with the client.
Constant Contact has long been the industry leader in email marketing. It is popular among small businesses and large companies.
- Easy-to-use tools with pre-made, mobile-optimized templates.Real-time monitoring of the results of your campaigns.Integration with many platforms, such as Salesforce, Shopify, Eventbrite, WordPress, QuickBooks, Gmail, etc.
- The user interface is clunky and sometimes not intuitive.
- Reporting features lack customization.
- Customer support is sometimes slow.
Used by many entrepreneurs and small businesses, A Weber has been around for over 20 years and offers reliable and affordable services.
- Simple pricing structure based on the number of subscribers.
- Sales tracking features are included in the reporting tool.
- An industry leader in email deliverability rate.
- As the number of customers increases, the price may be higher.
- It lacks some advanced features offered by its competitors, such as more complex automation or spam testing.
- Some email templates seem outdated.
With over 250,000 customers worldwide, Campaign Monitor supports clients in a variety of industries, including media companies, tech giants, and nonprofits.
- Easy to use and mobile-optimized template.
- Dynamic Reporting offers several ways to extract your data.
- Live map reports show users’ locations and their interactions with your content.
- Workflow and automation aren’t the most advanced.
- The domain verification process is complex.
- Limited design, editing, and customization options for templates.
Popular among startups, Mailchimp offers flexible, scalable, and affordable email services with a brand voice that puts a smile on your face.
- Free plans available for accounts with less than 2,000 customer templates are specifically designed for each email purpose: award-winning customer service, plus an extensive knowledge base and tutorials.
- Membership plans can get expensive as your list grows.
- Limited email automation options.
- Complex customer database update process.
A relative newcomer, Mailer Lite offers the essentials, including automation tools, landing pages, pop-ups, and surveys at an affordable price.
- Easy to use drag and drop editor.
- Free plan available for accounts up to 1,000 customers.
- Essential email marketing features include list segmentation, personalization, and A/B testing
- MailerLite is too easy for some, however.
- Simple features may be easy to use, but advanced features are somewhat lacking, May be limited for those who want more features.
- Having some advanced triggers is great, however, MailerLite doesn’t have such advanced triggers
Improve your email open rates:
Your email content is only effective if recipients open and read it. First, you need to make sure your emails land in recipients’ inboxes instead of spam folders. Next, send your email at the right time. Here’s what you can do to increase email open rates:
- Your email content is only effective if recipients open and read it. First, you need to make sure your emails land in recipients’ inboxes instead of spam folders. Next, send your email at the right time. Here’s what you can do to increase email open rates:
- Make sure your subscribers agree to receive your emails and don’t add anyone to your list without permission. If too many people report your email as spam, your deliverability will suffer.
- Choose a reputable email provider who does their due diligence to ensure that your emails are sent from an IP address that is not blacklisted by mailbox providers.
- Use a name and email address that recipients recognize in the “From” field to increase the likelihood that they will interact with your content rather than report it as spam.
- Avoid using confusing subject lines just to get clicks. You may see an open email, but this will increase the chances of your email being flagged as spam.
- Include a physical address and an unsubscribe link to ensure you comply with the regulations.
- Don’t use words that may trigger spam filters, such as “free”, “congratulations”, “risk-free” and “this is not spam”.
- Increase engagement rates by sending relevant and useful information so you can show the email service provider that your emails aren’t spam
Send your emails at the right time, which is when recipients are most likely to interact with your email. While every audience and business is different, the best day tends to be Tuesday and the best time is 10 a.m. However, you should track your own email list metrics and customize them based on your results.
Email Marketing Mistakes You Should Avoid!
You need to avoid some common mistakes to get the best results from your email marketing campaigns. Here are the main mistakes to avoid:
- Avoid welcome emails that introduce your brand and set expectations.
- You don’t have a clear CTA that guides your readers to take the desired action.
- Not meeting your readers’ expectations, not keeping your promises, or going off-topic.
- Uses cliches and very selling language.
- Neglecting to optimize the mobile experience.
- Over-reliance on images as some recipients see emails with images disabled.
- Not optimizing your website for lead capture opportunities.
- Wait until you have enough subscribers before sending your campaign.
- It seems normal because you don’t want to upset anyone
How can I deviate from my mailing list?
Depending on the nature of your offering and the characteristics of your audience, there are many ways to segment your list so you can deliver content to the right people, in the right place, at the right time:
Location: If you’re hosting a private event, you can only target customers who live in that area. Or you can avoid sending promotional emails to people who live in a country you don’t ship to.
Industry: B2B marketers who work with customers in different industries can submit relevant topics and content for each industry to increase response rates.
Job Title: Recipients with different roles in a company have different priorities. B2B marketers can tap into what matters to each audience segment to increase engagement.
Company size: The number of employees in an organization is often a good indicator of its needs and budget. This information can help you promote appropriate offers to each recipient.
Website behavior: You can track registered visitors’ interactions with your website and send them targeted content based on their actions, such as the products they viewed.
Interests: Using customer profiles, preferences, past purchases, or browsing behaviors, you can identify product categories that interest them most and send relevant content.
Customer lifecycle stage: More effectively nudge prospects down the sales funnel by sending content that matches their position in the sales funnel. For example, send them educational content at the awareness stage and a special discount for people at the purchase stage.
Age: The age of recipients can give you an indication of how they prefer to interact with your content or what is important to them.
Language: If you do business internationally, you can segment by language preference and then cross-reference data with location to deliver content that offers the greatest value.
Customer Value: Increase retention rates and build customer loyalty by sending exclusive content and promotions to repeat customers.
Remember that the same lead can belong to more than one category, which can affect how often each customer receives your communications.
How can I measure the success of my email campaigns?
To ensure your email campaigns are meeting your marketing goals, you need to measure their effectiveness against the right KPIs. This will help you fine-tune your email marketing strategy to get the best results. Here are some key metrics to focus on:
Open Rate: This tells you if the subject line is effective in getting recipients to open your emails. It is calculated by dividing the total number of emails opened by the number of emails delivered.
Click-through rate (CTR): A good indicator of whether the content is appealing to the audience and whether the CTA is aligned with your message. It is calculated by dividing the total number of clicks by the number of emails delivered.
Conversion Rate: In addition to the effectiveness of your email copy and CTAs, conversion rates indicate the effectiveness of your landing page. Often tied to revenue, and therefore your campaign ROI is the percentage of customers who take a targeted action (e.g., make a purchase).
Open rate per click: With more and more consumers using mobile devices, this metric can help you understand how you can attract more visitors. Specific to mobile openings, it helps you understand the performance of your campaigns on smartphones and tablets.
Why do people unsubscribe from a mailing list?
Although some people unsubscribe simply because your offers aren’t right for them, by understanding why people unsubscribe, you can prevent good prospects from leaving your list. Here are the top reasons, along with the percentage of consumers who reported each reason:
- Receiving too many emails (46.4%)
- The email looks like spam (17.2%)
- Irrelevant content (15%)
- I didn’t know I was subscribed (9.1%)
- Content not suited to my tastes (7.2%)
- Too much or too little content (4.3%)
Grow your business with email marketing:
Email marketing is a cost-effective way to grow your business because it helps you drive high-quality website traffic through the right content to the right audience at the right time, build relationships with your audience, increase your credibility and increase conversions. and build customer loyalty.
First, you need to create a lead magnet that attracts your target audience and captures leads using a signup form. Next, you need to follow the latest email marketing best practices to ensure your campaigns deliver the most relevant content to your customers and move them through the sales funnel.
Of course, don’t forget to analyze the results so you can adjust your strategies based on how your customers interact with the content to maximize your ROI while delivering the most useful content to your audience.
Working with the right email marketing professionals gives you access to the latest knowledge, skills, and technology so you can effectively implement and manage the many moving parts.