Do you know how to do Email Marketing? Email Marketing is a tool that many companies rely on today. With an impressive ROI of 3800%, who can blame them? And it is not just about the direct conversions (which is doubtlessly very important), but email marketing is also a great way of building relationships with your audience.
Think of all the benefits - through a simple email, you are able to increase brand awareness. With the right campaign, you can be top-of-mind of the consumer when they feel ready to engage.
If you are still not convinced, here are some email marketing statistics that are likely to make you want to invest more of your time and money in this:
- According to Statista, in 2019 there were 3.9 billion email users; this number is expected to grow to 4.3 billion by 2023.
- Email is 40 times more effective than Facebook and Twitter combined
- Consumers who purchase through email spend 138% more than those who do not receive any offers.
If you have underestimated the power of email marketing, now is the time to stop. If you are just starting out, or looking to increase your knowledge in the matter - we have created a thorough email marketing guide for you. It is short and straightforward so that you are able to consume more information in the least possible amount of time.
How to do Email Marketing
As is true for most things - before you do anything, you need a plan. When the question ‘how to do email marketing’ arises in your head, you following questions will help you with the solution:
- What are your goals and objectives?
- Who are the people you are targeting?
- Do you actually have something valuable to say? (Believe me, there is no point in sending an email just for the sake of it)
- How are you going to measure the success of the campaign?
It is very important to set goals for any endeavor, as this allows you to be more organised and increases the chance of you actually succeeding.
After this starting point, the following are the steps that you need to take, in order to create an effective email marketing campaign.
Email address acquisition
When thinking about how to do email marketing, you first need to have a list of contacts to send the emails to. When starting out, you may be really keen on growing your email list quickly, but do not fall into the same old trap - remember that quality is more important than quantity!
To have this list, you need to create an opt-in form on your website. Be strategic about this - do not ask too many questions, as you may run the risk of losing the lead altogether, And do not ask too few questions.
It also needs to be aesthetically pleasing, and there is a need for the user to have an incentive to actually provide their details. This can be a Lead Magnet - a lead magnet is something to attract a lead and encourage them to give out their contact information.
This can take any format, such as ebook, infographic, a tool or a template. You need to make sure it is valuable for your target audience and is given away for free. It will also set a precedent for your actual product or service, so make sure it truly reflects the quality that you usually provide.
Growing your email list takes time, so do not be disheartened if it takes some time. The more value you provide, the faster your list will grow organically.
Segmentation and Personalization
Segmentation is dividing your list into smaller groups, in order to stay relevant. It is not overly complicated, but can be hard work, which is why a lot of people do not do it right - or simply skip it.
Do not make that mistake. Segmentation enables you to separate similar people into groups. Research shows that marketers who segmented their lists noted as much as a 76% increase in revenue.
This can be based on various different characteristics, and choosing them will depend a lot on who you are as a company and what you are trying to achieve. Here are some of the most common segments that you can try.
- Geographic data
- Past activity (can be purchasing behaviour or downloading an ebook for example)
This will allow you to have a more personal interaction with your customers, and also make sure what you are sending them is relevant to them.
For example, if you have a cluster of consumers that have not bought from you in 3 months, you can send them an offer that is relevant to them. To know more about how to correctly cluster your email list, read the linked article.
You also need to make sure that the frequency with which you send your email campaigns is aligned with the needs and expectations of your readers. Fortunately, there is research from MarketingSherpa, that tells you how often people like to receive emails:
Content or copy
Needless to say, you need to create great content in order to stand out; your email is going to land in an inbox that is probably flooded with similar emails. But to do that, you first need to choose which kind of email you are going to send. Here are some of the most common types of emails
- Welcome emails
- Promotional emails
- Transactional emails
Your welcome email can be used to set expectations and then you must follow-through with those. Newsletters are an excellent way to provide updates and also further your relationship with your audience.
It can be any kind of email, but you need to remember to have personality and have a personal touch. Being friendly, funny, and warm, can go a long way. GIven below is an example of a promotional email by Bloom & Wild that also gives updates.
The above example has beautiful images that are aligned with the brand, and also has a sense of friendliness. The social media pages are linked at the bottom, to acknowledge that the consumer is on a journey, which
In the email, there also also needs to be a Call-to-Action (CTA), which will encourage your readers to take an action - this could lead to your website, your blog page, or simply another resource that you think may be useful. Your CTA should be placed strategically and must stand out from the rest of the email - try to make it visual in order to do so.
When talking about how to do email marketing, we cannot forget about the importance of the subject line. This is because that is what the readers see first, and judge accordingly. To learn more on how to optimize these, read our post ‘The best email subject lines for your campaigns’.
How to do email marketing and avoid the Spam folder
After carefully designing an email campaign, it is necessary to make sure your email is actually given a chance of being opened. This is why we must avoid the Spam folder. Keeping a close eye on your Sender Reputation is a good way to start.
Moreover, to avoid triggering spam filters, you must avoid certain words that may appear to be manipulative, needy, cheap or far-fetched. You can find a list of all these words here.
An easy way to improve deliverability dramatically and avoid the Spam folder is to use an email verification tool. This will inform you if there are any invalid (for example, misspelled or inexistent) emails in your email list. Once these bad emails are out, you will improve your sender reputation and also your email marketing metrics.
When establishing goals, it is important to do some research of the average metrics in your industry and benchmarks. This is so that after any campaign, you are able to measure results. The question ‘how to do email marketing’ is closely linked to ‘how to measure email marketing results’.
This is one of the most crucial steps of any marketing activity as it lets you gauge the success of your efforts. It can also highlight the aspects you may need to improve the next time, or aspects where you excel.
You can measure the impact on conversion or sales and bring to light the importance of marketing to more technical members of your team. Luckily, email marketing is more easily measured than some of the other marketing tools.
These are vital email marketing KPIs that you need to measure (and compare) after every email marketing campaign:
- Open Rate: this is the number of people that opened your emails. In an ideal world, you have engaged readers who are excited to open you emails, which means - high open rate.
- Clickthrough rate: This metric tells you how many people clicked on a link that was perhaps provided in the email. This is a better measure of engagement as people may open an email by mistake, but clicking on a link is a pretty definite action. If this is low, you need to improve on your copy.
- Unsubscibe rate: This is the metric which tells you how many people are opting-in, then simply leave. If this is high, you need to understand why this may be. Consider factors like the frequency of your email, or the content delivery.
- Bounce rate: This is the percentage of emails that are not even delivered to the recipients’ inboxes. If this rate is high, consider checking your sender reputation and using an email verification tool to filter out any bad emails.
How to do Email Marketing: wrapping up
There is no set formula to get it right everytime. What works well for one, may not for another. You can always take opinions from your near and dear ones, and if you are a data person, you can run some A/B tests to see what works for your specific scenario.
This was a short guide on how to do email marketing, and hope you found it useful. Feel free to write to us in the comments if you have any doubts or comments. Until next time!