Email marketing 101 is officially in session.
If you’re looking to build a solid foundation for your email marketing strategy, you’re in the right place. It’s well worth building—by 2025, it’s expected that over 376 billion emails will be sent and received every day.
It goes without saying, then, that email is widely used and relied upon by your customers. But firing off emails without a strong strategy isn’t enough. You’re going to need to know how, why, and when to use email marketing for stellar results. I’ll walk you through it all.
Email marketing is a marketing channel that relies on emails to promote products or services. It’s also one of the most tried-and-true marketing channels out there, as 89% of marketers use email as their main lead-generation tool.
With basic definitions out of the way, let’s talk about why email is so beloved in the marketing world.
That’s the why, but when does email marketing give businesses an edge? Here are just a few common examples.
Of course, sales are the heart of your organization. You can guide your leads through every step of the sales process with emails from first contact to customer support, checkout processes, and even order confirmations.
Granted, people need to get to know your brand before they buy from you, and email can help you achieve that, too. Consider sending out:
If you provide a service or some sort of ongoing product, you can easily onboard your new customers with emails. Send out an easy-to-follow series with instructions, video guides, forms, and any other important steps your customers need to complete to work with you.
Got a big event coming up? Fill up the guest list by making sure your email subscribers know about it in advance. Set up a drip campaign with:
If you operate based on appointments, email is a great way to keep your calendar full and organized. You can send out your scheduling link directly to subscribers and automate reminders to go out 24 hours before appointment times to reduce no-shows.
Do you have news your subscribers should see? Give it to them in an easy-to-read and engaging newsletter format with a quick email.
Last but never least, email is your best bet for turning interested parties into leads and then into customers. Once new subscribers join your list, you can send them:
Ready to get started? Here are your first few steps toward an effective email marketing strategy.
There are many email service providers out there. Finding your tool first will give you the functionality you need like web forms to collect email subscribers, templates to easily start email campaigns, and analytics to review your performance.
First things first: You’re going to need people to receive your emails.
Choose a compliant opt-in method to build your list, like a form on your website or a consent checkbox on any paperwork you give out.
Don’t get carried away with all the possibilities of email marketing to start. Nail down a couple of easy emails you can send to welcome subscribers or show off your brand and stick to the basic details recipients need to know.
This is yet another spot where it pays to start small. As you test out your email marketing, send one or two emails a month until you’re comfortable with the process (and have a reason to send more).
On that note, stick to the frequency you set. Your subscribers are more likely to opt out if you go radio silent at random or send a dozen emails in one week out of nowhere.
I mentioned the glory that is automated email marketing earlier, and it pays to get to know how that works.
Consider which emails you’ll need to send regularly or sequences for things like holidays that you can schedule in advance. Set them up in your chosen email software to save you time later.
The best email marketing programs continually improve. To do that, you need to know where to find campaign analytics for your emails. Once you do, keep an eye on:
Then look at elements like your email subject lines, formatting, and link placements for opportunities to improve your campaigns’ performance.
You’re almost ready to start sending. Before you do, here are a few important guidelines to follow.
Still got questions? You’re not alone. These are the top questions we’ve seen on the subject of email marketing for beginners.
Lily is a content marketing specialist at SimpleTexting. She specializes in making helpful, entertaining video content and writing blogs that help businesses take advantage of all that texting has to offer. When she’s not writing or making TikToks, you can find Lily at roller derby practice or in a yoga studio in the Seattle area.More Posts from Lily Norton
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