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Email Marketing Set-Up
Before you start using email marketing to reach your target audience, there are a few things you need to know to get a leg up on the competition.
What Is Email Marketing?
Email marketing is the practice of sending emails to subscribers with the intention of encouraging customer loyalty and repeat business.
We can learn a lot by studying the best practices of email marketing, especially when it comes to copywriting. The tips listed in this article will teach you what you need to start creating engaging emails that get opened and read, but only if you’re willing to practice them yourself. You don’t want this article to be a one-hit-wonder, after all; you’ll do just as well practicing on your own as with this article as a guide.
If you’re just getting started with email marketing or want to take your marketing efforts to the next level, this is the article for you. It’s clear, straightforward, and easy to follow.
Email marketing is a form of direct marketing that uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
Email marketing can be done to either cold lists or the current customer databases. Broadly, the term is usually used to refer to sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and adding advertisements to email messages sent by other companies to their customers.
The goal of any given email campaign is both simple and complex: It’s simple because you’re trying to achieve one objective (like obtaining a new sale), but it’s complex because there are many ways in which that goal can be reached (like improving website traffic). That’s why it’s important for you to set clear goal.
In this article, we’ll walk you through the steps required to set up an email marketing campaign for your business.
Setting up email marketing requires the following elements to be successful:
Step 1: Set clear goals for an email marketing campaign
Every good campaign starts with a goal. While you may have several goals, choose the one that will guide your email marketing efforts. The best goals are simple, specific, and measurable.
- Increasing brand awareness
- Driving traffic to your website
- Retaining customers
- Building customer loyalty
- Generating leads
- Improving sales performance
- To increase sales
- Maintain customer engagement
- Improve customer lifetime value
Step 2: Develop an email marketing list
To email someone, you will need two things, obtaining their permission and setting up a business-related email account.
Email marketing is one of the most important marketing tactics for any small business. It reaches a larger audience than traditional mail, it’s more cost-effective and more targeted.
Building a list of email subscribers is the cornerstone of any effective email marketing campaign. With an email list, you can notify your customer base of new products, sales, and promotions. You can also send out newsletters that contain helpful information and offer incentives to encourage new customers to buy from you.
Building an email list of people interested in your product or service is to make sure there are plenty of ways for people to sign up on your website and social media pages. You should have a signup form on every page of your website and a clear call-to-action on your social media pages explaining why people should join your mailing list.
There are a few things you can do to get more subscribers. One is to offer freebies or discounts for people who sign up for your email list. You should also send them emails from time to time, with your latest post and other news about your site. If you want to stand out from the crowd, there are some unique ways you can attract new subscribers.
Building Contact List
- Import a list of known contacts
- Build a new list from scratch, place signup forms in,
- Header Bar
- Top of Sidebar
- End of Post
- To avoid interrupting the user experience, place the signup forms in places known to convert well, like:
- Top of the sidebar
- End of each blog with a CTA
- Permanently in your footer
- In the middle of your About page
- Lightboxes (Interactive Popups) are known to be the best lead magnets for getting customers subscribed.
Lead Magnets are those where you offer your customer something in return for their subscription, some of the popular lead magnets are,
- A cheat sheet of tips or resources
- A webinar
- A free quote or consultation
- A coupon
Some other ways are,
- Promoting email sharing and forwarding among subscribers
- Adding links to employees’ signatures
- Social media contests should be promoted
- Add a call to action to a Facebook business page
- Request feedback from website visitors
- Host a Facebook live or a webinar
- At checkout, collect email addresses
- Establish a referral program
- Creating a pre-launch page
Step 3: An Email Service Provider
Now that you have a list of email addresses, you need to send some emails! There are many different approaches here, but we recommend choosing an email service provider (ESP), like MailChimp or Constant Contact. Email marketing services can help you manage your email lists, design beautiful emails, and track who opens your emails and who clicks the links.
If you have a small list (under 2000 subscribers), then it’s free on Mailchimp. If not, prices vary depending on how many subscribers you have and how often you send them messages. When you’re just starting out, there are usually discounts available for new customers, so be sure to check for those.
Make sure your email service provider allows you to create custom drip campaigns — automated sequences of emails sent based on your subscribers’ actions (or inaction) with your company. If a customer purchases a product, they should receive a series of follow-up emails related to the product they bought. If they don’t buy anything at all, they should be led into a drip campaign focused on product recommendations based on their browsing history or other behavior.
There are many email service providers that can help you with this process. Many of these services allow you to create signup forms for your website, then send out bulk emails to your customers or contacts.
Among those several service providers available to you, as you consider which email service provider to use, be sure to look at:
Is it based on the number of emails sent or contacts in your database? What happens if you exceed the limits of your plan? Do they have a free plan available? Do they offer a discount for non-profits?
What does the interface look like? How much customization is available for creating emails and signup forms? Does it integrate with your existing eCommerce or accounting platform? Can it provide detailed reporting about how many people open your email and click through from it to your site?
Step 4: Optimize Landing Pages to Capture Email Addresses
After building lists and designing the email, we need to focus on the landing page. One of the most important aspects of an email marketing campaign is its landing page. Your landing page should include a strong call-to-action for visitors to sign up for your email marketing list.
This is essential if you want to build a strong and engaged email list, as your landing page has the opportunity to turn one-time visitors into long-term subscribers. The most effective way to collect email addresses from your visitors is to offer something in exchange for their information – such as a free ebook or coupon.
If you do not have anything of value to offer, you can ask people to sign up for your newsletter on any page of your website. Since email subscribers are already interested in your products, this can be an effective way to grow your list.
To optimize your landing pages for email sign-ups include a compelling offer. Give your prospects a reason to join your email list. Offer access to exclusive content, or special sales and discounts. Use the right visuals. Images and videos will grab attention and encourage people to take action.
Create a sense of urgency. Let customers know what they have to lose by not signing up, such as early access to new products or services. Make it easy to find. Consider using pop-ups and exit-intent technology that triggers when visitors are about to leave your site.
You can add a pop-up to your landing page that offers visitors a free incentive in exchange for their email address, like 10% off their first purchase or a coupon code if they sign up for your newsletter. Then, you can use that email as a way of communicating with them directly.
Hence the landing page should have the following features:
- A compelling headline that highlights the benefits of offering
- Points that support our claims
- Boosting conversions with appealing, relevant visuals
- The form is simple and quick to fill out
- Using contrasting colors for our CTA or Subscribe button
- Using social media to embed signup forms
Step 5: Select the type of email campaigns you want to send
Before you begin, it’s important to understand the role of an email marketing campaign. Email campaigns are designed to build your audience and get customers to take action on your website. This can be anything from clicking a link or purchasing a product, but it is usually used to capture someone’s email address for you to continue marketing to that person in the future.
Email marketing campaigns are created to meet specific goals. Before you create a campaign, it’s important to know what the goals of your campaign are. There are four types of email marketing campaigns: direct sales, lead generation, content promotion, and retention.
Direct sales campaigns:
Direct sales campaigns are used to sell a product or service. They are used when you have a special offer or product you want to promote. These emails will help drive your customers to purchase your products.
Lead generation campaigns:
Lead generation campaigns generate leads for your business. You can also use lead generation emails to nurture the leads that you already have. These emails will help acquire more leads for your business. For example, A customer may need more information about the product or service you provide before they decide to buy it.
Content promotion campaigns:
A content promotion campaign aims at promoting existing content that is on your website.
Retention campaigns help keep current customers from leaving and going somewhere else. There are many reasons why customers go somewhere else and these emails focus on keeping those customers around.
Email marketing is the best way to stay in touch with your customers and is a great tool for driving traffic back to your website. It can be used to inform, educate, build trust, and boost sales. When done right, it’s a very powerful marketing medium. Email marketing is also highly customizable and trackable – meaning that you can monitor how effective your campaign is and make changes as needed
To Sum Up
I hope this article has helped you find an approach to email marketing that is right for you. There are so many options available, and lots of different platforms, that it’s difficult to know how to approach it. Hopefully, the tips above will help you avoid some of the common pitfalls that others have made before you, while also moving forward at a pace that is comfortable and effective.
Don’t forget to carefully review your email marketing campaigns before sending them out. A little preliminary work now can help you save a lot of time and trouble later. In the end, it’s up to you what process you go through in creating your campaigns—but by following these guidelines and best practices, you should be able to create effective marketing campaigns and increase your conversion rates. The most important thing is to take action!
Just follow the steps outlined above, and you’re sure to have success as an email marketer. Now that you know what to include in your email marketing setup, you can start creating and promoting your marketing campaign. Be sure to let your recipients know how they can opt out of your mailing list so they don’t get annoyed with the number of emails they receive from you each week. If you are just starting with email marketing, check out our article on email marketing fundamentals.