Digital Marketing 101: The Basics Of Email Marketing
As a smart marketer, you probably know that email offers the highest return on investment of any marketing channel available today, and you’re most likely keen on using it to drive sales and revenue to your web designing or other business.
How exactly do you begin? When implementing a marketing plan, one needs to be aware of existing strategies and potential pitfalls in order to minimize losses and angle the campaign to maximize success.
In this article we’ll cover the basics of email marketing and the steps to set up a successful email campaign.
Plan your goals
The worst thing you can do is to jump in head first without taking a minute to consider your goals and what you want to achieve with email.
Keep in mind this will determine to a large extent the type of campaign you set up, the content you include, who you target, and also how you measure success.
Find a way to align your email marketing initiative with your company’s broader goals and stay true to your objective.
Perhaps your plan is to create new leads for your sales team, or to drive new sign-ups. Whatever it is, your campaign should embody your company’s wider marketing goals.
Start building your email list
Now that you understand your goals and what you hope to gain from email, the next step is to build your email list so you can send out campaigns that propel you towards those goals.
You can go about this in two different ways, but the method you choose really depends on your goals.
1. Build a new contact list
Not everyone starts out equipped with a comprehensive email list.
If you want to connect with an audience whose email address you don’t have, then you’ll have to start building your email list from scratch.
The majority of successful marketers rely on a simple proven formula for building email lists: A good incentive + simple subscriber opportunities = huge email list.
This might seem like an oversimplified marketing theory but it’s based on logic and as such, it is straightforward and effective.
It won’t matter how many subscriber opportunities you present your visitors; if there isn’t a compelling incentive, it’s unlikely that they’ll sign up.
Having come up with a good incentive, your visitors still need simple subscriber opportunities so they can join your list. The obvious question is how do you come up with a compelling incentive for your visitors? Let’s go over a few solid incentives:
- Good content — Assuming your blog or website has great content, you may offer to send some of your best content to email subscribers, thus giving them a reason to join.
- Discounts — This is for people who sell goods or services through an online store. The key is to offer visitors a discount off their first order provided they subscribe to your email list.
- Free shipping — You can offer subscribers free shipping (or upgraded shipping) so they have a way to expedite the shipping process in order to get their desired item into their hands.
2. Import a list of known contacts
If your new email list is meant to connect with existing customers, then you can build your list based largely on existing customer details.
This can be done manually (e.g., from an Excel file) or by hooking up your Campaign Monitor account to your CRM, or other e-Commerce tool and synchronizing customer information.
Pick a campaign to send to your list
You have a few options for creating email campaigns but again, the method you use depends on your specific goals. Let’s see what some of your options are:
- Newsletter — This is an email campaign that is normally based around the same subject and is sent out regularly using services such as Aweber.
- Marketing Offer — This is a form of campaign meant to draw a direct response. It can be used in the event of a special promotion or more simply, to showcase some of your latest stock.
- Announcement — You can make an announcement to inform your list of a new product, feature, or service. It’s also an effective way to keep audiences engaged and up-to-date on your products and features.
- Event Invitation — This is meant to increase awareness concerning a planned event and to encourage audiences to attend.
Organize your first campaign
Remember to use tools like Campaign Monitor to create good email marketing campaigns and measure the effect of each individual campaign.
Now that you have a subscriber list and you’ve decided on a suitable campaign, you can now start to build your email to bring sales to your web designing business.