A Simple Guide to Powerful Email Marketing
Updated: Apr 17, 2021
The following is an article “A Simple Guide to Powerful Email Marketing”
by Marc Primo.
Building an effective email marketing campaign has never been more important than it is now. The sad truth is that most people don't know how to do it correctly or are not keen to put in the work. So in the interest of helping you succeed when you take a swing at email marketing, let's return to the basics and discuss how a great email campaign is built, from the ground up.
Folks are inundated with interruptions, pitches, and ads everywhere they look, and though you might think yours is unique, there is a high likelihood that to the reader, you seem the same as the rest. This is why it's important to remember to use good manners. Getting into someone's inbox is like being invited to their house for dinner, so be considerate.
Of course, no email campaign was built without an opt-in where you receive permission and gain a willing subscriber to add to your list, so we'll have to learn about creating a suitable email list. There are many ways you can achieve this. Some prefer to give something away for free while others offer a newsletter or product upgrades. It's essential to have a definite purpose when requesting an email address. This is where a strong call to action comes in, and good copywriting makes a world of difference.
What do I get when I provide my email address?
Are you going to spam me?
How frequently will you email me?
Will I get discounts?
Will you send me related offers or more junk?
These are the questions you will need to address if you want to be successful in creating a list. Just posting "enter your email for updates" is not going to cut it. While almost all respectable email service providers work to be sure ISP's don't block your emails; they have no real assurances. Getting whitelisted is undoubtedly the most effective way to make sure your emails get delivered.
Getting whitelisted means the subscriber added you to their contact list, this informs the servers you're a friend, and the email goes directly to the inbox. The only way to do this is by asking your subscribers to do so at the top of each email, particularly on the first thank you personally and first follow-up email.
Email advertising is all about expectations, and it is your responsibility to set them. If your call to action is compelling, and your follow-up is constant, then it is possible to count on a positive relationship with your subscribers. But if you promise to send one email each week and instead send them one every day, then well you are setting yourself up for failure. This is why the very first follow-up email is so vital to your email marketing efforts.
Analytics are just as crucial for a website, as they are in email marketing. Every email marketing service provider out there supplies free analytics.
Your open rate will tell you if you have connected with your subscribers; when the open rate is low, your subscribers are either ignoring the email or are deleting it upon reception, which means you want to work harder on the value given and think about the expectations you may have set.
If your Click Through Rate (CTR) is low, it means that your message is not getting through. In this case, concentrate on making your copy better.
Email analytics are critical to growth; if you're paying attention, they'll provide you with detailed clues as to what you are doing wrong.
Segmentation is the division of email subscribers into smaller sections according to set criteria. Typically, segmentation is used as a personalization tactic to deliver more relevant emails to subscribers based on their geographical location, interests, purchase history and more.
In dividing your listing in this fashion, you give yourself the ability to send a more focused communication. Some subscribers want both merchandise and sales updates, while others may want to read a niche newsletter. If you do not give them the chance to choose, you risk losing them altogether. With segmentation, you can target only those that didn't open your last message or people that demonstrated interest.
Email marketing is not rocket science, but it does take work. Take the time to do things right from the get-go, and you will see the long-term benefits for years to come.
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