According to the Digital Advertising Network, email marketing is 40% more effective than social media advertising. Email marketing is great for accessibility, easy of use, and an affordable alternative to other forms of marketing. The company Barillance found a 15.11% conversion rate for users making purchases through websites. Ecommerce websites should incorporate email into their marketing plan to maintain brand awareness and customer loyalty. With email, your online store can track purchases and make suggestions for future purchases through birthdays vouchers, extending special offers for subscribers only, and produce valuable and newsworthy content. Now, let’s help you get started with these 6 easy steps to begin email marketing:
1. Build Your Mailing List
Your email must be shared by users of their own free-will. Forms such as “subscribe”, “contact”, “become a member” are good examples to have on your website. When you collect their data include name, date, email, birthday or month, and any more pieces of info tailored to benefit them. Be careful not to violate privacy policies. To not come off as a scam, it best to give something in return for the info. Examples include discount codes, free eBook, or member-exclusive video. Remember to ALWAYS have an option of unsubscribing from your email list. It is illegal to send marketing emails without the opportunity to disengage.
2. Select an Email Service Provider (ESP)
The old-fashioned way is to collect email addresses, add them to your contacts list under a label, and send email newsletters that way. This is time-consuming, inefficient, and you could be missing out on some fantastic online services that will increase your business efficiency. Here is the top 7 ESP used according to wpbeginner:
- Constant Contact
- SendinBlue
- HubSpot
- Omnisend
- Drip
- ConvertKit
- MailChimp
3. Create a Marketing Strategy
There needs to be goals that you aim to accomplish in your email marketing plan. First start with your audience. Who are you going to be emailing? Who are you targeting to grab details to send your emails to? Knowing your audience can help you build your customer base and make sure you aren’t sending it to people who don’t need your product or service. Once you have your list and have been emailing for a while, segment your email info into groups. Organize by who engages, who opens the emails, and who clicks through. This will allow you to tailor different campaigns to your most engaged viewers. Speaking of content and goals. Are you trying to get the people who engage less to click through more? Do you want to reward the most active people on your list? Do you have news to give or a new product or service to market? Your campaigns should focus on answering these questions and be designed to accomplish these tasks.
4. Design Your Emails
Plan text on a white background won’t cut it. These emails usually end up in someone’s spam box or worse you email is reported and banned. You must add you brand colors and imagery to the email, so you look legitimate. Most modern email software in use, will also allow you to include HTML links, embed videos, and more, making it much more desirable to the end-user. Interactivity should help the potential client through the sales process. If you are struggling hirer a graphic designer or a digital marketing agency with designers to help you.
5. Test the Email Systems
Before you send ANYTHING, test that it works. This also includes any automation you’ve set up. Here is a checklist of items to go through before you send to customers:
✅ Subscribe to your service and see if your free offer works.
✅ Set a test list with five or so emails with different browsers or different email software systems.
✅ Send the emails and then read them to find spelling or grammatical errors you may have missed.
✅ See if the emails work on mobile devices as well.
6. Implement Email Automation
If everything is working and you are quickly gaining more emails, it is time to start automating simple tasks. Have a welcome email, thank you email, the gift, and the multi-step EDM campaign all automated. This will free you from micro-managing email marketing and open up your time schedule to work on other more productive and profitable things with your business.
Too busy for email marketing? Let us do it for you! Call 248.528.360