Getting Started with Email Marketing
Before you get overwhelmed with the vast possibilities of email marketing, let’s break down a few key steps to get you started building a strong email campaign that will delight your customers. You can think of these steps as the way to create a successful email marketing strategy.
Create an Email Marketing Strategy
Each of your customers receives 121 emails every day. That means, if you don’t take the time to develop a strategy, your emails will get lost in crowded inboxes, or worse, be sent to the spam folder.
You can learn how to build an effective email strategy and send emails that people actually want to read. It just takes a plan (one that can be broken down into a few key steps).
Think of the following five steps as an outline for your email strategy. We’ll dive deeper into some of these in a moment.
An effective email is a relevant email. Like everything else in marketing, start with your buyer persona, understand what they want, and tailor your email campaign to your audience’s needs.
Before you come up with your campaign goals, gather some context. Research the average email stats for your industry and use them as benchmarks for your goals.
3. Create a Way for People to Sign Up
You need people to email, right? An email list (we'll cover how to build your email list in the next section) is a group of users who have given you permission to send them relevant content. To build that list, you need several ways for prospects to opt in to receive your emails.
Don’t be discouraged if you only have a few people on your list to start. It can take some time to build. In the meantime, treat every single subscriber and lead like gold, and you’ll start to see your email list grow organically.
4. Choose an Email Campaign Type
Email campaigns vary and trying to decide between them can be overwhelming. Do you send a weekly newsletter? Should you send out new product announcements? Which blog posts are worth sharing?
These questions plague every marketer. The answer is subjective. You can start by learning about the different types of email campaigns that exist, then decide which is best for your audience. You should also set up different lists for different types of emails, so customers and prospects can sign up for only the emails that are relevant to them.
Decide how often you plan to contact your list, inform your audience upfront so they know what to expect, and stick to a consistent schedule to build trust, and so they don’t forget about you.
This should come as no surprise. As marketers, we measure everything. Being meticulous about every key metric will help you make small changes to your emails that will yield large results. We’re going to touch on the exact KPIs to monitor in a bit (or you can simply jump ahead).
Now that you understand the steps to creating an email marketing strategy, we'll look at what's involved in building your email list.
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