8 tips to learn how to do email marketing

Email marketing should be part of your overall marketing plan. 8 tips for learning email marketing. Email marketing is essentially the same as direct mail, but instead of sending items in the mail, a digital communication is sent electronically.

There are several options and many variables to consider. If you’re just starting out, it can seem a little daunting. Let’s go through the basics and make things a little more manageable for you.

1. Why is email marketing important?

Email is an opt-in, which means it targets potential customers who have already expressed interest in your product or service. This ensures that you reach your target market. It is also customisable. You can create list segments, schedule sending times and it is easy to track your results and make changes based on your success. Email marketing can be a very specific and targeted marketing tool. It is easy to see the return on investment and change your strategy when you notice that some things are not working as effectively as you would like.

2. Why do I need a specialised platform?

You may be wondering why you need a specialised platform… why can’t you just send out emails? Why can’t you just send emails from your own email account? There are several reasons:

HTML emails created with these tools look more professional and are less likely to be marked as spam.
Email marketing platforms allow you to easily develop and manage your lists.
They offer excellent tracking tools to monitor your efforts and your success. If you have your own website or blog, these platforms will not be difficult for you to use.
Most importantly, the CAN-SPAM Act requires that commercial messages include an opt-out mechanism, allowing recipients to unsubscribe at any time. If you are found to be in breach of these rules, you risk costly penalties (up to $16,000). Email marketing platforms automate this process to make you CAN-SPAM compliant.

3. Which platform should I use?

The most popular options are Constant Contact, SendinBlue and MailChimp. Constant Contact seems to be more premium and offers more bells and whistles. It is also the most expensive of the three. I’ve never used Sendinblue, but it seems to be a great option for businesses on a budget. I currently use MailChimp, because of their free option for less than 12,000 emails per month. I encourage you to research your options, try their free trials to get a feel for their backend system, and then make a decision that fits your specific business needs.

4. Why should I segment my list?

If you offer a wide variety of products or services, it may make sense to segment your list. This will ensure that your audience receives relevant emails and reduce the number of potential spam complaints. When preparing to send emails, you can specifically target the groups you think will be most interested. This is an easy option to use when setting up your email marketing platform.

5. What is my content?

Every email should have a call to action. What do you want your reader to do after they open and read your email? Ask them to do it. First of all, you need a great subject line, one that grabs attention and makes the reader open the email before deleting it. The subject line should be relevant, short and interesting. On the inside, you need to stay focused. Attractive images are always useful. Long stories will be overlooked. Make sure you always include links to your website, blog and other important pages.

6. What is my open and conversion rate and why does it matter?

The open rate is the percentage of emails that are opened in a given email marketing campaign. Of the thousands of emails you sent, how many were opened? This is an important statistic to monitor in order to determine the success of different campaigns, the influence of different subject lines on results, the best time and day to send, etc. Conversion rate is the percentage of your recipients who respond to the campaign’s call to action. How many recipients use the discount code, participate in the virtual event, etc. These figures give you a good overview of your efforts.

7. How often should I send emails?

Your efforts are likely to be a little slow at first. Don’t let this discourage you. As with any type of marketing, consistency is key. Don’t give up. Plan how often you will send emails and stick to it. Over time, customers will expect to see you regularly in their inbox. There is always a balance between too much and too little. Be honest and upfront with your members about how often they can expect to receive your emails. If you send weekly or daily special offers, tell them up front. For more informative emails, I usually recommend a regular monthly mailing.

8. How can I grow my list?

Be sure to include a sign-up box on your website, blog and social media pages. I also like to include a link in the signature of my traditional emails. Contests and other incentives are also a great way to quickly grow your list. Offering a free gift, such as an e-book or something else, when signing up is a good option. Can you offer an instant coupon special? Ongoing incentives are also great. Always keep readers engaged and interested in what you are saying.