5 May 2022

An Introduction to Email Marketing (Part 2) 

After we discussed email marketing and gave you some pointers on getting started, overcoming obstacles, and outperforming the competition, it's time to go over all of the steps involved in creating an email marketing campaign and consolidating your company's email marketing strategy. 

Email Marketing Step 1: Use an email marketing software 

Before sending your first email, you must create a mailing list. The most effortless way to attract users and make this list is by putting a Call-To-Action (CTA) banner or a contact form on your website or social media to motivate new subscribers to subscribe to your newsletter.  

Small businesses or start-ups can use email marketing software to create, send, and track emails to their subscribers. Creating well-designed emails with the software makes it easier to create, and you can track key metrics like open rates and click-through rates. 

What Should the CTA Include for an Effective Email Marketing Campaign?  

An Incentive. The incentive is the most straightforward way to gather email addresses. These incentives or lead magnets could be a discount code, demo, free plan, upgrade, freebie, or coupon. Moreover, you can provide them with a checklist, an ebook, or other downloadable materials.  

It would help if you also shared some competitions and giveaways exclusively through the newsletter. This way, you will ensure that your email marketing will attract and engage subscribers or potential customers. Whatever incentive you choose, be sure to have a precise goal when asking for your target audience to address.  

 A great example of email marketing comes from the Search Engine Journal which offers a subscription form in its sidebar. In this form, the firm asks customers to reply in which cases the users are curious, enabling them to use direct marketing to send emails with more practical, purposeful content and something they will indisputably open and read.  

You have to use the best copywriting skills in the subject line or the form. Specifically, through your copywriting, you must show your credibility, defining the purpose of the emails and getting users curious to read them. "Enter your email for updates" as a motivational line isn't enough to convince; you have to gain customer loyalty and find a straightforward call to action (CTA) or incentives to persuade users to provide their email addresses.  

Intentionally engaging your target group by providing relevant information, assisting them in any way they require, and providing a sense of joy throughout the buyer's journey is what nurture leads entails. Nurturing leads are the best users because they consistently open your emails and eagerly anticipate the next one. That's why, through lead nurturing, you should always strive to build a strong fanbase. 

Follow Email Marketing Tips to Create Effective Email Marketing Campaigns 

Your banners and email content have to abide by specific rules and laws. The most significant are CAN-SPAM and GDPR. Specifically, CAN-SPAM prohibits including untruthful information, requires identifying information, and forbids sending emails to users after unsubscribing from your email list.   

On the other hand, GDPR is the EU directive of companies to protect users' data and information and not share them with other allies or competitors.  

You always have to follow an additional rule to make it easy for users to unsubscribe and record your unsubscribe rates.  

Email Marketing Step 2: Deliver Great Content  

Your email marketing efforts must be all about content and expectations. Your CTA must be intense, and your follow-up must be corresponding to lead to success in increasing campaign performance. Moreover, you do not have to send daily emails if you promise to send one weekly email.  

Likewise, users are likely to be dissatisfied if you pledge for an email daily (with information, updates, etc.) and don't send it. To create a successful email marketing campaign, you have to clarify your purposes and the span you send the emails in the first welcome email. Last but not least, remember to break up your email into bullet points; it's a convenient way to read your emails. 

Send a Welcome Email  

As we have already mentioned, you have to send a welcome email every time a new client registers to your newsletter. Then, you must determine your purposes, the information about the company, what you provide, and what the client can expect from you.   

Most Email Service Providers permit you to form an automated welcome email for every new subscriber. Don't ignore taking advantage of this first impression, as it's like your first meeting with the customer. And all people know how significant it is to make a great first impression.   

Don't Pitch Right Away.  

Remember that your marketing channels' crucial purpose is to sell products and services. But watch out not to bomb your email subscribers with always pitching a product or service.   

To generate sales effectively, it's a great idea to consider your approach in advance. The secret is to have a complete campaign running rather than presenting a pitch out of the blue.  

To gain more and more customers, carefully check the email you send and the goals it covers, comprehends what the customer wants to read or what subject has earned higher ratings, and provide similar suggestions. That will give you more control over your marketing efforts and email campaign. Try to be as specific as possible about the following sales in your email copy in your subject line. 

Those that send blind offers are far more likely to lose credibility and increase their bounce rate.  

How to Write a Great Email Newsletter  

The most important feature of a good newsletter is that users remember its content.  

Imagine reading something and forgetting what the text was about after a few minutes. Especially nowadays, with the vast volume of information and content we receive every day, something like this is relatively standard. So, your newsletter should make a great impression on the readers to remember it.  

Apart from weak content, users will not remember your emails and company when you do not have a standard email routine. To stop this, keep the flow running. Send a newsletter at least once a month, or better, one week.  

Moreover, your email campaigns must combine product and service updates, images, new releases, personal messages, and company news.  

Utilize Email Automation Carefully  

Unless you provide your customers with automated email marketing, you will have to send every email single-handedly and answer every query. After you get more subscribers, it becomes impossible to keep up. But always try to keep an email sequence at your automatically sent emails. 

Email automation is required to schedule your email marketing in advance. In this way, you will send your emails on a schedule.  

Companies often plan out a series of emails ranging from a few days to a few months, which automatically deliver to everyone who signs up on your list or interacts with your emails.  

In this way, when you promote a new product or service, you can assume that customers will pay attention because of the relationship you have built over several weeks or months through the automated emails.  

Email Marketing Step 3: Segmentation and Data  

Two main factors help you deal with email marketing better; segmentation and analytics. Those two factors help you improve and analyze your process by generating even better outcomes than a direct campaign.  

How To Understand Email Analytics  

Every Email Service Provider delivers complimentary marketing tools: open rate, email contacts, click-through rate (CTR), unsubscribes, and bounce rate (when an address appears not to exist, in this way, you can get rid of your inactive subscribers).   

Open rate estimates how many users click and open your emails. Open rate is an invisible tracking pixel that counts every user's click on your newsletter. The larger the number of open rates, the more you improve the relationship with readers, as it seems that people are excited to read your emails and open them quickly.  

Regarding CTR, it indicates how many people clicked on the links you provide in your email. The larger the CTR means that your message is straightforward targeted, and the subject and your copywriting are keen on users.   

On the other hand, your unsubscribe rate shows how many users have clicked the "unsubscribe" button. Therefore, it may indicate that your content is powerless and that you may have to change your content marketing strategy immediately.  

Specifically, if the unsubscribe rate is higher than your open rate, you have to reevaluate your whole plan from scratch. Therefore, try to examine when people unsubscribe. For example, do they leave when you share your company's news or announce a new launch?  

If customers leave after you send your welcome message, fix your CTA to help users understand precisely where they subscribe.   

How To Segment Your Email Marketing List  

You can segment your email marketing list by dividing your email list into more targeted groups like:   

  • demographics (age, location, interest, occupation)  
  • client list (those who buy and those who do not)  
  • daily email list (in comparison to weekly, monthly, etc.)  

Dividing your list allows you to send more targeted emails according to what customers prefer. For instance, some clients want to learn more about products and services, while others want to read more educational emails about upgrades or new releases.  

For example, with segmentation, you can automatically send an email only to those who didn't open your previous message or those who showed interest.  

Moreover, you can send different emails to the same group. You can divide the group into two halves where in the first group, you send test A, and in the second group, you send test B to calculate the ratings in each test and figure out which kind of template is more effective with your audience.   

Email marketing is a fantastic way for businesses to reach a larger audience, increase sales, recover abandoned carts, and deepen their relationship with their customers. Do not hesitate to contact us if you want to boost your business performance and learn all the secrets of the marketing world. Our approved team is here to assist you with anything you require!