How-to: Email Marketing 101

There are thousands of ways to market your businesses and services thanks to the technological advancements of the 21st century. Email marketing has really taken off due to it’s simplicity and notoriously high ROI for many businesses. People are increasingly turning to it as a means of marketing their business, but failing to execute a good campaign which can do more damage than anything. If you’re considering creating an email marketing campaign, follow this advice in order to avoid common mistakes and capitalize off your hard-work.

Before the implementation of the actual campaign, there is much to consider.

Email marketing can only really be achieved via invitation into someone’s inbox. It is permission based, which means if you don’t get permission from your clients – you cannot send anything. Make sure that every single person on your contact list has consented to your email marketing to avoid spam complaints, negative associations with your brand and potential legal liability. Ensuring that all of your recipients have consented will mean that your valuable marketing information will only be going to people who are interested, meaning you’ll get a better return on click rates and deliverability.

The rules around successful email marketing are as simple as following typical etiquette procedures. If a person’s inbox is a dinner party, you don’t bombard the conversation with unsolicited sales pitches that no-one’s interested in.

Email marketing involves sending the same message to groups of people – whether that be dozens of people or thousands which means that the message needs to be planned and perfected.

In order for your email marketing campaigns to be effective, you need to be creating emails that are targeted and specific in order to be appealing. Before you do anything, you need to have a strong understanding of exactly the kind of people that would be opening your emails, what they would be looking for, and how you can offer that to them.This of course means that each audience will be different, but as a general rule of thumb – don’t be too sell-y with the subject titles, don’t oversell the reward or service you are offering and keep it short, punchy and to the point.

After you’ve researched your audience, you need to develop a campaign strategy. Again – this is something that is variable depending on your product/ service, purpose and audience. Here are some great examples of email marketing campaigns for inspiration. While developing your strategy you need to keep in mind the kind that you are producing the kind of content that would be valued by your audience; information or promotions that they would find interesting and relevant. You also need to make sure that they know exactly what it is you’re presenting and why it is useful for them. When developing your email marketing strategy aim for clarity, purpose and engagement.

The average office person receives about 121 emails a day. After the development of a good campaign strategy, what then becomes important is the way these emails are worded, formatted and presented to the audience that puts them above the rest. Have a personality; a tone, a voice and a sense of humor to engage readers and make sure their experience in reading your emails is always pleasant, useful and informative.
Lastly, keep in mind that the people that are signing up to these emails feel entitled to something in return. That’s their incentive. This means that your emails have to feel like they are offering something exclusive – there needs to be a mutually beneficial value exchange. You can do this in a number of ways through discount codes, promotional advertisements, access to free content and insightful information. Ultimately, the more valued they feel the more likely they are to continue to open your emails and view your content.

If you feel like you need more help, MailChimp, SendinBlue and Campaign Monitor offer services that can assist you with all of your email marketing needs.

 

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