If you’re an email marketing beginner, chances are you’ve wondered: what is email marketing? How to do email marketing? These are quintessential, valid questions to all companies that are just starting out with email marketing, maybe to send promotional materials or to just keep in touch with their audience. Email is an important marketing resource, and even though it has been used for years and years, it still has one of the best ROIs, which is why it is really important to every company’s marketing mix.
One of the most remarkable things about email marketing is its versatility. Email marketing can be a part of small, medium as well as big enterprises very successfully. So if you’re thinking about starting an email marketing campaign for your business, check out these 5 steps to go from beginner to an email marketing pro in no time.
1. Get subscribers
Who am I gonna send to?
Without subscribers, there’s simply no email marketing. This is the first step you need to take in order to send email messages. Think about it: how can you launch an email marketing campaign if there’s no one to send emails to? Before we proceed, it is vital that we debunk two infamous myths about email marketing:
- Email marketing is not a way to “clean” lists
- Email marketing isn’t SPAM.
You should send messages only to people who have opted-in to receive your emails either through a form on your website, or to people who have shopped at your store and accepted receiving messages from your company. The key here is opt-in.
What is NOT email marketing: sending emails to purchased addresses without permission; sending emails to addresses extracted using a software without permission. Besides all the risks involving SPAM, this is money you’re throwing out of the window, for resorting to such means to get emails will definitely lead to losing money and achieving poor results.
2. Set your goals
Why am I sending emails?
You already have a subscriber base, so you should start thinking about what types of messages you want to send. To do that, you should have a goal for your email campaign. You should set the focus of your campaign: whether it is promotional, informative, whether you are sending tutorial, announcements, or invitations. Of course, you can send several types of campaigns, but it is important to know what is your goal with each specific message. Is it to generate awareness, bring more visitors to your website, sell products? This information needs to be clear when you’re planning the campaign so you can use it to choose the best templates and specify the metrics that you’ll want to track.
3. Design your emails
What am I sending?
Now that you know exactly what you want to achieve with your campaigns, it is time to start designing your emails. This is an essential step to your campaign’s success, and it is safe to assume that the number of conversions depends on it. If you send out a poorly designed message, which can’t be displayed in all email clients, what does that say about your company and your product? This is why you should invest in your message’s design, and try to produce the best content and subject lines for your emails. Always take your time when crafting the subject line: it is the first impression your message will cause on people, and you want it to be a good one. As they say, you never get a second chance to make a first impression.
4. Send your emails
When should I send?
Now it’s time to send your messages. But, before you hit send, always test: are all elements being shown correctly? are there aby broken links? spelling mistakes? Check whether your SPF is correctly set up and make sure your From name and address will be easily recognizable by all of your contacts.
All good? All tested? Now, go ahead and hit that SEND button.
5. Track your results (and learn from them)
How did my emails fare?
Email marketing success comes from learning and refining your messages based on your previous results. To do that, you should choose what metrics are really important to your campaign and track them, which requires you to stay on top of diagnosis metrics. From these results, you’ll be able to tweak or change content and approaches. Always be careful about metrics such as bounces, unsubscribes and SPAM reports: these are negative metrics that can harm your reputation and send your messages directly to the SPAM folder. If you have a large number of SPAM reports and bounces, this may be a sign that you are not doing Step 1 right and people haven’t subscribed to your messages.
Liked this post? Check out Mailee.me’s Beginners Guide to Email Marketing!