The Beginner’s 6 Step Email Marketing Guide To Success
Email marketing is knocking on your company’s door! It’s time to let it in!
Some have claimed that email is an obsolete thing of the past, but it’s far from it. Email is still one of the most effective digital marketing channels!
Despite the emergence and growth of social media marketing and SEO, email marketing manages to beat both of them in terms of effectiveness.
The reason? It is a direct medium to reach your audience! But the thing is, to make it work for your business, you need to know how to do it right.
If you’re ready to commit to email marketing, the following guide will teach you everything you need to get started.
Let’s do it!
What is Email Marketing?
Email marketing is the highly efficient digital marketing strategy of reaching out to leads and customers via email, and it involves email newsletters, sales promotions, transactional emails, and company announcements.
With an effective email marketing strategy, you can convert prospects into customers and, more importantly, one-time buyers into loyal, recurring customers.
So, marketing through emails enables businesses to keep their customers up-to-date and deliver tailored marketing messages to their audience.
Whether you have a small business, an online store, or a large enterprise, email marketing can work miracles for you. What you need is to discover what your audience likes and then use it to create powerful newsletters.
Now that we’ve seen the fundamentals of what email marketing is about let’s dive into the amazing benefits of email!
5 Benefits of Email Marketing You Need to Know
Today’s marketing arena is highly competitive as well as demanding, and therefore marketers need to find the best strategies to survive
With email marketing, you can become a winning email marketing gladiator who has a successful business.
Below, let’s take a look at some of the fantastic benefits of email marketing and why it’s an essential part of every successful digital marketing strategy.
Better Conversion Rates
Apart from its vast reach, email is also a conversion rate rock star. And this is essentially what every marketer should have in their marketing stack.
If you’re still in doubt, research indicates that email converts 40x more leads into customers than Facebook and Twitter together.
This makes sense, right?
Moreover, did you know that people consider email as a more trustworthy and professional channel? And with the right elements like user reviews and testimonials, a single campaign can become a significant conversion force.
Finally, let’s not forget that emails are measurable in terms of open rates, click-through rates, conversions, bounces, and more.
To monitor your performance, though, you need an email marketing automation platform to equip you with advanced reporting tools.
For instance, when you sign up for a free Moosend account, the platform gives you access to real-time reporting and analytics to monitor your email performance and improve your conversion rate optimization.
This way, you will always know how your messages perform!
Top Communication Channel
According to Optinmonster, 99% of consumers check their emails every day! That’s an insanely high percentage!
Not to mention that 72% of people prefer to receive promotional content through emails.
Also, compared to other channels like social media or TV ads, email is a much more professional channel to receive information about products and services.
Not only that, but technology has enabled email marketers to deliver more personalized content through email marketing automation.
With a campaign like this, your audience won’t only get professional emails but also friendly and personalized messages that will make them click!
Increased Audience Reach
Email has embedded itself into our daily online lives. Specifically, the number of global email users were equal to 3.9 billion in 2019.
Statista estimates that this number is set to reach 4.48 billion users in 2024!
This might seem astonishing, but it’s really simple to justify if you think about a customer’s online journey.
Practically, anybody who is online has an email address for sending and receiving countless messages per day. Take a look:
With mobile email apps like Gmail, accessing, and reading emails is now easier than ever.
This makes email marketing the best channel to reach leads and potential customers since it offers the greatest reach among known channels.
High Return on Investment
Another reason why email marketing is so beneficial is that it yields a very high return on investment (ROI).
Specifically, it offers an ROI of 4200%, meaning that for every $1 spent, you get approximately $42 in return.
Therefore, it’s plain as day that email is a cost-effective online marketing channel for businesses of all sizes.
In fact, 59% of marketers admit that email is their most significant source of ROI. This is not surprising if you consider that email delivers relevant and personalized messages to the right audience.
And this is something that social media or SEO just can’t beat.
Engaged Contact List
Last but not least, with emails, you are the owner of your list, or should I say, “The Lord of your List?”
That’s a huge benefit since you are not dependent on a third party, and therefore there’s no risk of losing such a vital asset.
Each new subscriber gets added to your email list, and you instantly acquire a direct way to communicate with them.
This is not the case with social media platforms where your account and precious leads could be taken away at any time, even without prior notice.
This would negatively impact your ability to reach and engage your target audience.
So, building and maintaining an email list is a substantial investment that’s going to be useful for your business long term.
How to Get Started With Email Marketing In 6 Easy Steps
You’ve seen the facts and stats about email marketing.
So you’re probably going to ask: “How am I going to get started with email marketing?”
Fear not! Everything will be broken down into six easy steps you can follow to ensure your first email marketing campaign success!
So let’s get to it!
1. Select an Email Marketing Platform
The first step in the whole process is to choose an excellent email marketing service to equip you with the right tools.
I know well that it might feel a little tiring to browse through endless email marketing services.
Especially when they all look the same at first glance; however, there are two key factors you need to consider to make your life a little easier:
Email Marketing Platform Cost
The first one is the cost, of course!
Many email service providers offer a 7-day or a 14-day trial of their platform. While this is undoubtedly cool, it isn’t ideal since your time with them is limited.
If you are on a tight budget, I highly recommend starting with a free email marketing service. This way, you can use and experiment with the platform at your own pace for as long as you want.
On the plus side, an extended free plan is perfect for helping you make a data-driven decision when the time for a paid plan comes.
Don’t forget, a free plan is great to help you start, but as your list grows, you need to pick a tool that will help you scale without breaking your bank!
Email Marketing Software Essential Features
Another critical factor you need to pay attention to is the features your email marketing tool gives you.
Whether you go for a free plan or choose one of the best email marketing services on the market, you should never compromise with something that gives you less than you need.
To give you a hand, here are some of the best options out there:
|Price/Month||Free Plan||Unique Feature||Ratings|
|Moosend||$8/month||Yes(Sign up here)||Refine-Subject line optimizer|
|SendInBlue||$25/month||Yes||SMS marketing options|
|ActiveCampaign||$9/month||No||Event tracking options|
|Mailchimp||$9.99/month||Yes||Multi-step custom workflows|
|Constant Contact||$20/month||No||Event invitations management|
|AWeber||$19/month||Yes||Email testing across devices|
|MailerLite||$10/month||Yes||Opens by location|
With this in mind, your email marketing software should have:
- a drag and drop email builder: a user-friendly editor will help you design your emails and customize your templates without having any technical skill.
- email newsletter templates: ready-made email newsletter templates will save you valuable time and inspire you.
- variety of email campaigns: your platform should provide you with different types, including A/Testing, RSS, automation campaigns, etc.
- segmentation and personalization: targeting your audience with the right message requires sophisticated tools to divide them based on specific criteria.
- integrations: integrating your tool with popular applications is the best way to streamline your marketing efforts.
Last but not least, it could prove valuable if the email marketing software you chose has all-in-one capabilities.
From subscription forms to landing pages, an all-in-one tool will help you boost your email marketing efforts and increase your email signups.
If you want a practical solution that combines email marketing with subscription forms for free, you can always sign up for a free Moosend account and see how everything works.
2. Grow Your Email List
You’ve chosen the platform that best suits your needs. Now the time has come to do the second most crucial step, which entails email list building!
There is one thing, however, that you need to keep in mind. You always need to get permission from your audience before you start emailing them!
Therefore, it’s essential to have a clear purpose when requesting an email address. There are numerous ways to approach growing your list. A simple opt-in form on your website probably might not do the trick for you.
Usually, to attract more people, you need to offer something valuable for free.
This is also called a lead magnet.
Lead magnets are mostly digital material such as PDFs, videos, etc. that cost little or nothing to create. They could practically be anything, as long as the audience can use them right away.
For example, here is a real eCommerce lead magnet from MVMT in the form of a discount:
For an eCommerce business like MVMT, 10% off is valuable for first-time customers who want to save some money.
You can also entice people to sign up by using different subscription form types:
- floating bars: discreet and attractive bars that you can use as newsletter signup forms.
- exit intent pop-ups: offer an extra, highly valuable resource before your visitor leaves to boost signups without interrupting user experience.
- floating boxes: they slide and stay on the visitor’s page as they scroll down. Usually contain a strong call-to-action that encourages the visitor to subscribe
- full-page forms: forms that cover the visitor’s entire page to attract attention.
Last but not least, you can also grow your list by tapping into social media.
So, if you have active social media accounts, be sure to share your signup form there to increase your email subscribers.
3. Segment Your Email List
Segmenting your audience into groups with similar interests is one of the best email list management best practices out there.
Because without proper segmentation, your email efforts will be ineffective.
Creating targeted groups will help you create tailored content that will address your customers’ pain points and provide them with unique solutions.
Segmenting can help your business in numerous ways:
- improve open rates
- boost click-through rates
- decrease unsubscribes
- reduce spam complaints
According to research from DMA, segmented and targeted emails generate 58% of all revenue. So, the value of segmentation is undeniable.
Now, to take it a step further, there are a plethora of ways you can use to segment your email list.
So, let’s see some common examples to get you started!
Best Segmentation Criteria
Email marketers usually segment their audience based on demographics like age, gender, and profession.
However, the power of advanced segmentation will offer you new ways to target your audience.
Below, you’ll find some of the best segments you can create:
- New subscribers: send them a welcome message or a welcome email series to build trust and establish a relationship that will lead to a sale.
- Customer list: distinguishes people who have purchased leads that haven’t.
- One-time buyers: a bounce back email or a follow-up offer after a purchase can turn them into profitable repeat customers.
- VIPs: the most loyal of your customers that make consistent purchases. Keep them happy by providing them exclusive offers or loyalty programs.
- Cart abandoners: subscribers who have forgotten something in their cart and need a gentle reminder:
- Preferences: segment your audience based on whether they prefer sales notifications only or blog posts too.
- Lead magnet: depending on the lead magnet your subscribers opted-in for, send them relevant emails.
- Open rate: send an exclusive offer to reward your most loyal subscribers with a converting subject line.
By now, it’s evident that segmenting your list will give you an advantage over competitors who don’t.
You’ll be sending targeted emails instead of impersonal email blasts. Not to mention that this will make your life easier if you want to leverage automation, as we’ll see further in this guide.
4. Create Your First Email Campaign
Now that you got the knowledge, it’s time to create a successful email marketing campaign without breaking a sweat.
Coming up next, I’ll show you how to choose the right campaign type, what you need to design your email, and, lastly, how to send it to your audience.
Choose the Right Campaign Type
There are various types of email campaigns that you can send to your subscribers. The type you’ll choose mostly depends on the overall goal you have.
Moosend, for example, offers five main types of email campaigns to choose from.
If you want to promote a new product, it would be wise to go for a regular campaign you can easily create.
For bloggers, setting up an RSS campaign would help you promote your blog posts and boost your content marketing efforts through email.
Design Your Email Marketing Campaign
After choosing the appropriate campaign type, it’s time for your email newsletter design.
To get the best results out of each campaign, there are some fundamentals that you need to be aware of:
- Email Copy
- Call-to-action button
First of all, your campaign has to be structured in a way that promotes readability.
A difficult-to-read or dull campaign will end up in the spam folder. To avoid it, entice your subscribers to read your content and guide them strategically to your CTA.
You can achieve that by using the inverted pyramid model. Here’s a great example from Morphe:
As you can see above, you need:
- a concise and catchy headline with the key message of your campaign
- high-quality newsletter images to persuade the reader
- a converting CTA to show them what to do next
All of the above are essential to ensure a high click-through rate and more conversions.
Generally, you don’t want to clutter your email with too much text or information. Adding visuals will help you avoid walls of text and make your email unique and memorable.
Moreover, when it comes to your email copy, try to keep short, on point, and relevant to your subject line.
Just take a look at this successful email marketing example by GUESS:
Also, don’t forget that personalization is very crucial if you want engaged subscribers. So, try adding their name in the subject line to personalize your email or use advanced segmentation.
Finally, your CTAs should be as clear as possible. Be sure to use consistent colors and avoid adding too many; otherwise, your subscriber will get distracted.
Pro tip: If you have trouble with your subject lines, get your hands on an email subject line tester to help you optimize them and boost your open rates like a pro!
Send Your Campaign to Your Subscribers
Your campaign is now ready to reach your subscribers!
The first thing you need to do is choose the segment of your email list that will receive your email.
As we’ve said before, relevance is vital, so you don’t want to “annoy” all your subscribers unless necessary based on your goals.
Next, you need to ensure the email deliverability of your campaign. Weak content, bad designs, and unresponsive email templates negatively impact your deliverability.
Avoiding spammy email subject lines and including a straightforward unsubscribe link at the footer like MOO will do the trick:
Well, I know this isn’t what you wanted to see, but according to some of the best email marketing practices, if you don’t give your uninterested subscribers a way out, they might report you as spam. Which will inevitably harm your sender score.
Also, remember that many people will read your emails on a mobile device, so it’s critical that your campaign is mobile-friendly.
After you’ve done all these, you shouldn’t forget to run a spam test using an email tester tool to check whether your email lands in the inbox of popular services like Gmail, Outlook, and Yahoo.
And, finally, you have to schedule your delivery. You may want to send it right away or schedule it for a specific time to ensure maximum impact.
Advanced email marketing tip for beginners: There is always the chance that some people will not open your email campaign. You can enable automated resending to non-openers. This can have tremendous value since you may double your open rate with minimal effort!
5. Leverage Email Marketing Automation
If you’re just starting, it’s possible to send and reply to every one of your subscribers.
However, as your list grows and your campaigns become more complex, it will be impossible to send hundreds of emails manually.
This is where marketing automation comes into play.
Using autoresponders, you can send automated emails to segments of your list after a specific event happens.
For instance, when a person signs up for your newsletter or leaves products in their shopping cart.
Above, you can see a simple cart abandonment recipe you can set up through your email marketing automation platform.
This automation allows you to be “present” with all your subscribers and not go dark for long periods.
Furthermore, it helps you form a strong relationship with your subscribers and nurtures them into potential customers.
Generally, creating an automation sequence can be a tad advanced for beginners, but you’ll eventually get yourself familiar with it.
If you want to go in-depth with email automation, especially for your eCommerce business, this guide is a real eye-opener!
6. Measure Your Performance and Optimize
Now it’s time to take things to the next level.
To get the most out of your email campaigns, you need to track their performance and identify areas that can be improved.
Almost every email service provider offers complimentary reporting and analytics, which you can find in the Reports tab of your email marketing tool.
Some of the metrics you’ll encounter are the following:
- Number of unique opens and clicks
- Open rate
- Click-through rate
- Unsubscribe rate
- Bounce rate
- Number of spam complaints
The three key metrics that you should focus on as you start should be your open rate, click-through rate, and unsubscribes.
What Reporting Tells You About Your Campaigns
First of all, your open rate illustrates the relationship that you have formed with your subscribers.
Ideally, they should be able to open your emails and read them quickly. If the open rate is low, then chances are your subscribers are unengaged.
What you can do is provide more value to them and meet their expectations. Also, the usual suspect for low open rates is usually a spammy subject line.
So, why not add your subscriber’s name on it to make it more engaging? Also, running A/B tests can help you find what makes your audience open your campaigns.
Moreover, your click-through rate (CTR) shows how many people clicked on a link in your email. If this is low, then either your mail isn’t targeted enough, or your copy isn’t as compelling as it should be.
To tackle this, you should consider improving your copy and using A/B Testing for CTA placement!
You can take a step further and examine what happened after people clicked a link and landed on your website. Which you can do by integrating Google Analytics with your platform.
Finally, unsubscribes are very common, and I’d say unavoidable. High unsubscribe rates, though, are an indication that you’re losing potential customers.
If that’s the case, then you need to figure out why they are leaving and take action.
Think of the following: Did I deliver upon the promises I gave? Are autoresponders sending the correct targeted message? Am I sending too many sales emails instead of providing value first?
Whatever the case, the takeaway here is that you need to pay close attention to what the data show and act!
Take Your First Email Marketing Step
If you had been ignoring email marketing all this time, then it’s time to get your hands on it!
Of course, to do that, you need a great email marketing tool to help you and email marketing become best friends. And if you feel like, don’t forget to give Moosend a try by signing up for a free account!
To succeed, remember to always ask for permission, deliver upon your audience’s expectations, and send targeted messages to the right people at the right time.
Once you master this, you’ll be having results better than ever before!