Email Marketing 101 for Beginners – A Guide to Making Email Work for You.
Today we’re discussing email marketing for beginners, more like email marketing 101. Email marketing can be a very intimidating aspect of becoming an online entrepreneur. The process is quite simple. You ask permission to take someone’s name and email address and contact them on a regular basis. People’s emails are very personal to them.
It’s understandable if you have various concerns and questions about integrating email marketing strategies as part of your overall strategy for success in your online business. If you’re new, it’s important to learn the basics of email marketing, your options regarding email marketing software choices, and most importantly how to show etiquette in your communications with the people on your email list.
You need a solid foundation to get started on probably the most important, most enduring, and most lucrative aspect of the online entrepreneurial journey. You’ll find answers to the top 10 email marketing questions that beginners have.
People who give their consent to be on your list look forward to receiving and opening your email.
Sadly, many entrepreneurs put off the idea of incorporating email marketing into their businesses. This is a big mistake. The longer you put this off, the longer you’ll delay your profits and brand-building as a successful online marketer.
The Importance of email marketing in your business
Emailing is an effective marketing channel for your business. Here are more reasons to get started with email marketing campaigns to grow your business. Email marketing can be a valuable tool for entrepreneurs, as it offers a number of benefits:
1. Low cost: Email marketing can be a cost-effective way to reach a large audience, as it typically costs less than other forms of marketing such as direct mail or paid advertising.
2. High ROI: Email marketing has a high return on investment (ROI), with some studies showing that it can generate an ROI of up to 4,400%.
3. Targeted marketing: Email marketing allows you to segment your list and send targeted emails to specific groups of subscribers. This can help to increase the relevance of your emails and improve their effectiveness.
4. Measurable results: Email marketing software provides detailed analytics that allows you to track the performance of your campaigns and understand what is working and what isn’t.
5. Easy to set up: Email marketing platforms make it easy to set up and manage email campaigns, even if you don’t have a lot of technical expertise.
6. Personalization: Email marketing tools allow you to personalize your messages and create a more personalized experience for your subscribers.
By using email marketing, entrepreneurs can build relationships with their customers, drive sales, and improve their brand awareness. It can be an important part of a comprehensive content marketing strategy.
Top 10 questions and answers for digital marketers
What is Email Marketing?
Email marketing is a form of digital marketing that involves the use of email to communicate with and engage with customers. It is often used to promote products, services, or events, and can be an effective way to reach and engage with a target audience.
In email marketing, businesses online or you the online entrepreneur, typically send messages to a list of subscribers who by consent, opted-in to receive emails from the company. The emails can be promotional in nature, providing information about new products or sales, or they can be educational, providing useful information to the recipient.
Email marketing is a cost-effective way to reach a large number of people, and it can be a useful tool for building relationships with customers.
Building a List of Subscribers?
- Offer a sign-up form on your website: You can create a form that allows visitors to your website to sign up to receive emails from you. You can offer an incentive for signing up, such as a discount, or a free resource such as a free ebook. The sign-up form often called the lead capture page or landing page is the most common form of effective email marketing.
- Collect email addresses at events: If you attend events or trade shows, you can collect emais from attendees who are interested in receiving updates from your company.
- Use social media to promote your email list: You can use social media platforms like Facebook, Twitter, and Instagram to promote your email list and encourage people to sign up.
- Purchase a list: You can also purchase a list of email addresses from a list provider, although it’s important to be aware that this can be a controversial practice and may not always be effective. I have found that buying solo ads from an email marketing service provider is the best way to go about this. I will discuss this later in another future article.
- Use a lead generation tool: There are tools available that can help you generate leads and collect email addresses from potential customers. These tools often use forms and pop-ups to capture emails and can be effective at building a list of subscribers.
Choosing an Email Autoresponder System
An autoresponder is simply an email marketing automation software that allows you to leverage email in your business. An autoresponder system is an email marketing software service that allows you to have an automated email marketing campaign. You subscribe to the email service provider to use the autoresponder to help you build your email list.
The process usually starts by letting the subscriber consent to be on your list, sending your first email welcoming the person, and future promotional follow-up emails.
When the user decides that they no longer want to be on your list and wishes to unsubscribe, the autoresponder email service takes care of that too. You can also see the open rate of your emails as well.
- Mailchimp: Mailchimp is a popular email marketing platform that offers a range of features, including automating sending emails, landing pages, and integrations with other tools. It’s suitable for businesses of all sizes and offers a free plan for users with smaller lists.
- AWeber: AWeber is another popular email marketing platform that offers a range of features, including email automation, integrations with other tools, and advanced reporting. It’s suitable for businesses of all sizes and offers a free trial to help you build an email list.
- Constant Contact: Constant Contact is an email marketing platform that offers a range of features, including email automation, landing pages, and integrations with other tools. It’s suitable for small businesses and offers a free trial.
- GetResponse: GetResponse is an email marketing platform that offers a range of features, including automation, landing pages, and integrations with other tools. It’s suitable for businesses of all sizes and offers a free trial.
- ActiveCampaign: ActiveCampaign is an email marketing platform that offers a range of features, including email automation, CRM, and integrations with other tools. It’s suitable for businesses of all sizes and offers a free trial.
Types of Emails to Send to Subscribers
- Promotional emails: These are emails that promote a specific product or sale. They are typically used to encourage subscribers to make a purchase.
- Educational emails: These are emails that provide valuable information to subscribers, such as industry news, tips, or other useful resources. They are typically used to build relationships with subscribers and establish your business as a thought leader in your industry.
- Newsletter emails: These are emails that provide updates on your business and its products or services. They can include a mix of promotional and educational content.
- Transactional emails: These are emails that are triggered by a specific action, such as a purchase or a sign-up. They can include confirmation emails, receipts, and other types of messages that are related to a specific transaction.
- Re-engagement emails: These are emails that are sent to subscribers who have not been active for a while, in an attempt to re-engage them and encourage them to continue receiving emails from you.
As you become more familiar with email marketing and grow your email list, you can design an email template that makes the process easier and more profitable when you send emails.
How Often Should You Send Marketing Emails?
I’m sure you can see by now that there many factors that contribute to successful email marketing. How often should you send an email to your list?
- Your audience: Some audiences may prefer to receive more frequent emails, while others may prefer fewer emails. It’s important to consider the preferences of your audience when determining how often to email them. You can create an email specifically for this to get the opinions of your subscribers.
- The type of content you are sending: If you are sending promotional emails, you may want to send them more frequently, as they are more time-sensitive. Educational or newsletter-style emails may not need to be sent as frequently.
- The size of your email list: If you have a large email list, you may want to email less frequently, as it can be more time-consuming to create and send emails to a larger list.
- The results of previous campaigns: If you have been sending emails to your list for a while, you may want to review the results of your previous campaigns to see how often your subscribers engaged with your emails. This can help you determine the optimal frequency for your email campaigns.
How to Create a Template to Use in My Email Marketing Campaigns?
- Determine the purpose of your email: What do you want to achieve with your email? Do you want to promote a specific product, share industry news, or provide an update on your business? Knowing the purpose of your email will help you decide the best email copy to use, what content to include, and how to structure your email.
- Choose a layout and design: Decide on a layout for your email, including the overall structure and the specific elements you want to include (e.g. header, footer, images, buttons). You should also choose colors and fonts that align with your branding.
- Create the content: Write the content for your email, keeping in mind the purpose of the email and the audience you are targeting. Make sure to include a clear call-to-action (CTA) that tells your subscribers what you want them to do next.
- Test the email: Before sending your email to your entire list, it’s a good idea to send a test email to a small group or to yourself to make sure everything looks and functions as intended. Make any necessary changes before sending the email to your full list.
- Save the email as a template: Once you have created an email that you are happy with, you can save it as a template so that you can use it as a starting point for future emails. This can save time and ensure that your emails have a consistent look and feel.
How Do I Do Email List Segmentation?
- Demographic information: You can segment your list based on information such as age, gender, location, or income level.
- Interests: You can segment your list based on the interests of your subscribers, such as specific products or topics they are interested in so you can ensure the right email goes to the right audience.
- Behaviors: You can segment your list based on the actions that your subscribers have taken, such as making a purchase or visiting a specific page on your website when they subscribed to your email list.
- Engagement level: You can segment your list based on how engaged your subscribers are with your emails, such as those who consistently open and click through your emails versus those who do not.
Common Costly Mistakes to Avoid with Email Marketing
- Sending unsolicited emails: It is against the law in many countries to send unsolicited emails, and it is generally considered poor practice. Make sure that you only send an email to people who have opted-in to receive emails from you. Some email providers may even want your subscribers to double opt in to ensure they have actually consented to receive emails from you.
- Not having a clear call-to-action: It’s important to include a clear call-to-action (CTA) in your emails that tells your subscribers what you want them to do next. Without a CTA, it can be difficult for your subscribers to know how to engage with your business. Make sure your email always has CTA.
- Not segmenting your list: This will require a little bit more work as your manage your email but it’s well worth it. Sending the same email to your entire list can be less effective than targeting specific segments of your audience. Make sure to segment your list and send targeted emails to each segment.
- Not testing your emails: It’s important to test your emails before sending them to your entire list to make sure that everything looks and functions as intended. This can help you avoid errors and improve the success of your email marketing campaigns.
- Not using a responsive email design: Many people see your emails and read them on their phones, so it’s important to make sure that your emails are mobile-friendly. Use a responsive email design that looks good on all devices.
- Not following email marketing laws: There are laws in place to regulate email marketing, such as the CAN-SPAM Act in the US. Make sure to familiarize yourself with these laws and comply with them in your campaigns.
You gave something away in exchange for an email address. To be successful in both short-term and long term, avoiding the above mistakes can make all the difference to your brand and your bottom line.
How Do I Re-Engage with a List That’s Grown Cold?
- Review your email list: Make sure that your email list is up to date and that you are only sending emails to people who have opted-in to receive emails from you. Remove any inactive or unengaged subscribers from your list.
- Send a re-engagement email: Send a special email to your inactive subscribers that offer them something valuable, such as a discount or a free useful resource. This can help to re-engage them and encourage them to continue receiving emails from you.
- Segment your list: If you have a large email list, consider segmenting your list based on engagement level and sending targeted emails to each segment. This can help you better understand why some subscribers are not engaging with your emails and allow you to tailor your messaging to specific segments of your audience.
- Review your email content and messaging frequency: Consider whether your email content or the frequency of your emails may be contributing to low engagement. You may want to try sending emails less frequently or revising your email content to make it more engaging.
- Consider changing up the format of your emails: If you have been sending newsletters, try sending a promotional email or an educational email. Mixing up the format of your emails can help to keep things fresh and interesting for your subscribers.
How Do I Split Test and Analyze the Results of My Email Campaigns?
Split testing, also known as A/B testing, is a way to test different versions of an email campaign to see which performs better. By comparing the results of two or more variations of an email copy, you can determine which elements are most effective at achieving your goals.
To split test an email campaign, you will need to create two or more versions of the email, with one element (such as the subject line, the call-to-action, or the layout) changed in each version. You can then send each version to a random sample of your email list and compare the results.
To analyze the results of your split test, you can use the data provided by your email marketing software. This may include metrics such as open rate, click-through rate, and conversion rate. You can also use this data to understand which elements of your emails are most effective at achieving your goals.
It’s important to note that split testing is an ongoing process. As you continue to split test and analyze the results of your campaigns, you can make ongoing improvements to your emails and increase their effectiveness.
Leveraging the power of effective email campaigns is essential to your success as a digital marketer. There are many factors that will cause people to decide whether to open your email or delete, move it to the junk folder or blacklist you altogether.
If you build a trusting relationship with your list, by providing real value, sending one email could make you enough money to pay your mortgage for the year. When you hear “the money is in the list”, it’s true. Realize there’s someone at the end of that simple email you sent who is looking for a solution, provide the answer and they will be on your list for life!
Consider sharing this article on your socials and let me know your comments, questions, or contributions. All the best!