By the end of this year, it is estimated that there will be 5.6 billion active email addresses, according to Statista.
If you’re not already email marketing, what is stopping you?
- Not sure how to organise your database?
- Content writing not one of your strengths?
- Haven’t got email marketing software?
- Don’t know how to monitor or analyse engagement?
In this blog I will give you some pointers so you can start your own email campaigns.
Step 1 – Establish your goals
Before you even start to think about putting an email marketing campaign together you need to decide what you want to get out of it.
- Do you want to drive traffic to a particular page on your website?
- Do you want to spread the word about your latest product or service offering?
- Do you want to entice people to attend one of your events?
Establishing your goals at the outset will make it so much easier to put your content together and choose who you want to send your email out to.
Step 2 – Organise your database
What if I don’t have a customer database?
If you don’t already have a database of potential customers to send your email campaign to, you can start to build this by asking anyone who contacts your company or who you communicate with to ‘opt-in’ to your mailing list to be kept up to date with your latest news and offers.
My customer database is just a list of names and email addresses…
Although it can be a time-consuming and labour-intensive job, transferring your contacts to a spreadsheet with clearly titled columns is invaluable.
Most email marketing platforms, like Mailchimp and Campaign Monitor, enable you to easily import your contacts from a spreadsheet. You will also be able to keep your database up to date as these platforms will remove any ‘unsubscribes’ from your list automatically.
Step 3 – Choose an email marketing platform
There are lots of email marketing platforms out there, but you need to find one that works for you, so do your research.
If you’re just starting off, lots of email marketing platforms allow you to send to a couple of thousand emails a month for free.
Step 4 – Keep it simple
Now that you’ve established your goals, determined your audience and chosen a platform from which to send your email marketing campaign, you need to create it.
It is best to keep the design simple, give clear calls to action, use good design to focus the readers attention and create an engaging subject line.
The subject line is one of the most important elements of your email marketing campaign. If it isn’t enticing, no one will even open your email.
- Keep it under 50 characters (including spaces);
- Include your company name;
- Avoid ‘spam’ words like free and urgent.
Step 5 – Monitor, test and refine
Once your email has been sent, you need to monitor open rates, clicks and conversions.
If you can, setting up tracking will allow you to monitor your statistics through Google Analytics.
Most email marketing platforms will give you data on how many people have received your email, how many have opened it and how many have clicked on a link within the email.
From this, you can play with the layout of your emails and change up subjects lines to find out what works best. This is ever changing so the key is to test, test and test again!