Email marketing basics

 

When to Use Email Marketing

There are many ways to use email marketing — some of the most common including using the tactic to:

  • Build relationships: Build connections through personalized engagement.
  • Boost brand awareness: Keep your company and your services top-of-mind for the moment when your prospects are ready to engage.
  • Promote your content: Use email to share relevant blog content or useful assets with your prospects.
  • Generate leads: Entice subscribers to provide their personal information in exchange for an asset that they’d find valuable.
  • Market your products: Promote your products and services.
  • Nurture leads: Delight your customers with content that can help them succeed in their goals.

Email Marketing Benefits

  • There are over 4 billion email users worldwide, so if you’re looking for a way to reach your customers, email is the perfect place to find them.
  • As of 2020, email generates $36 for every dollar spent.
  • 79% of marketers list email marketing in their top 3 most effective marketing channels.
  • Email visitors are the most likely to convert on forms.
  • Perhaps the best reason to use email marketing is that you own the channel. Outside of compliance regulations, there is no external entity that can impact how, when, or why you reach out to your subscribers.

3. Build your email list.

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 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.

5. Make a schedule.

Decide how often you plan to contact your list and inform your audience upfront.

This way, they'll know exactly what to expect ahead of time. Forgetting to do this can lead to high unsubscribe lists and can even get you in their spam.

In addition, once you set a schedule, be consistent. It will build trust and ensure you stay top of mind for your audience.

6. Measure your results.

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 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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