Email marketing is still one of the most effective marketing methods that many brands overlook or ask us on how to get started. If you are starting from the beginning, it can seem overwhelming, however, with an excellent strategy in place it pays off.
Benefits of Email Marketing
There are many benefits to having email marketing campaigns in place. Emails create personalized content for your customers, collect feedback, improve your sales conversions, generate website traffic, and create a contact list.
Email Marketing Provider
You will want to research email marketing providers and find a platform that can set up automation and newsletters to your contacts. You will want to look at list length and how easy the templates are to work with. Some of the most popular ones are Constant Contact, MailChimp, HubSpot, AWeber, and Privy.
Collect Contacts For Your List
Whether you have a long list of customers or you are starting out, you always want to collect contacts for your list. One of the best ways to gather contacts is through your website and/or a landing page.
On a website, some brands find that a pop-up gets the information, while others have a form on their site. However, the incentive for them to sign-up needs to be enticing. Just a form that says sign up here is not enough. For an e-Commerce brand, a percentage off their first order will get them to sign up. Service-based businesses do best with giving an informational guide that helps them with their pain points. Once they fill out the information they have access to a downloadable pdf.
Landing pages are a standalone web page that is created for a specific campaign. It is where a visitor lands after they click on a link from an ad, social media post, or email. Landing pages have a specific focus and are a great way to generate contacts and increase conversion rates of marketing campaigns.
Once you set up your pop-ups, forms, or landing pages, you want to create the welcome email. The welcome email will contain what you promised, whether that is a code or information. Most brands have the automation set to go out immediately after the contact information is inputted. They will expect speediness.
Within the welcome email you want to start with a greeting, the incentive, and a few sentences about your brand, and close with a call to action (CTA).
The emails should be branded with colors and logos.
Segmentation is a big part of your email campaigns. Email segmentation is about dividing up your list into smaller groups. Thus, allowing you to tailor the content of your email marketing campaigns to what is of interest and your conversion rates increase significantly. The goal of a marketing campaign is to be as precise as possible so that the right message hits the right people at the exact right time.
Subject Lines Matter
Email subject lines are important, and they can determine if the receiver clicks on it. You want a short and interesting line that will grab their attention and make them click. You also want to make sure that whatever your subject line promises is within the email. If you say one thing and do not deliver, they will unsubscribe as fast as possible.
The email marketing providers offer a variety of templates to choose from. Setting up templates will take some time in the beginning, however, it will ensure that your brand has the best look and it will save time later on. Consistency is key.
Make sure that your templates are mobile-friendly and enticing no matter the device they are being viewed on.
You want to track your results. Look at the reports to see the click-through rates, unsubscribe rates, what links they clicked on, and other options so that you can improve over time. In the beginning, it is about seeing what appeals to your customers and potential customers. These metrics will help you with your marketing efforts.