By Annabel Thomas
By 2022, 347.3 billion emails are projected to be sent every single day, and by 2023 there will be 4.3 billion email users – that is half the world’s population! Despite many new forms of communication and marketing platforms popping up recently, email marketing has always remained strong and it definitely isn’t a channel you want to ignore. If anything, email marketing is growing, and by creating strong email marketing campaigns for your business, you will be situated in a great position. It can be overwhelming creating an email marketing campaign from scratch and you may be wondering how to get started! This guide should be able to help you get going.
Firstly, let’s go through what email marketing can be used for. You can use email marketing to:
Whether you are using email to market directly to consumers, or to gather new leads for your sales team, email marketing can work for you. So, now you know how email marketing can help your business, how do you get started? We’ve put together a handy guide below to help you…
Firstly, you need to define your target audience and decide what you want the campaign to achieve. It is then a good idea to research some industry-specific metrics such as open rates and click through rates so that you can create goals, and have a benchmark to compare your results.
Next, make sure you have an easy way for prospects to join your mailing list, don’t forget it can take a while to build a mailing list, so don’t worry if it is small to start off with! Finally, create an email schedule, do you want to send a bi-weekly newsletter or perhaps you just want to share product announcements and sales messaging? It is important to create a consistent email schedule that you can plan out ahead of time.
With so many different email marketing providers out there that cater for different goals and budgets, it can feel overwhelming. If you are wondering how to choose an email marketing provider, try considering these key factors; the size of your audience lists, your email marketing budget, the audience segmentation options that are included, CRM integrations, ease of use and functionality. The most popular email marketing platforms include:
There are many things to consider when putting together a marketing email. Unlike when you email a colleague or friend, you need to think carefully about your wording, the subject line and your goals. So, let’s break down what to consider…
Every prospect who receives an email will be at a different point in their customer journey, therefore some are much more likely to convert than others. So, it is no good pushing out heavy sales messaging to all your prospects, as you will end up with a large number of unsubscribes. Segmenting your email lists out by engagement is a great way to tailor relevant content to your subscribers. There are so many ways to segment your data but make sure you are tailored and focused with your email marketing approach to see the best results.
Let’s be honest, these days customers don’t give out their personal information lightly. Make sure you understand the laws around GDPR and data protection when it comes to email marketing before starting your campaign. Remember you are a guest in their inbox! If your business uses email marketing in the right way it can be an amazing tool used for both relationship-building and profit-building.
For help with all things email marketing, get in touch with us today and we will be happy to help out!
Part of The Digital Maze Group