A Step-by-Step Guide to Email Marketing
At first glance, email marketing may seem easy. However, anyone who has tried email marketing understands it is not as simple as composing a message and hitting the Send button. You need to build a substantial email list, segment the list, create different types of emails for different opportunities, design attractive and on-brand emails, make sure you’re complying with CAN-SPAM regulations, analyze results, etc.
Below is a simple step-by-step guide to help you get started!
Email marketing calendar
Email Marketing Software or Service to automate the process
Metrics and Analytics tools
Tools and Technology:
Create an email marketing plan and budget (if you don't already have one)/
Define your target audience - Clearly defining your audience makes all the difference when you're creating content.
Attract subscribers and grow your list.
Segment your email list - The whole point of segmentation is to provide more relevant content to your email recipients.
Build your email campaigns - There are a number of different types of email campaigns marketers like you can send to subscribers, e.g. announcement, marketing offer, newsletter, event invitation, etc.
Select an email marketing service provider.
Choose the optimum email send times - Explore the best time to send to individual addresses in their local time zones.
Establish an email marketing Sending schedule - When you are developing a schedule, you should establish timing for when your emails will go out. In addition, you need to be sure to include a way to organize the distribution process, marketing automation, and email campaign triggers.
Craft a compelling content - Write emails that get engagement and build trust.
Place your Call-To-Action (CTA) or links in a location where it's easily visible to your visitors and where it makes sense for someone to click on it.
Integrate the email campaign with your blog or website.
Track, analyze and adjust - Keep track of the data such as Open rates, Click-throughs, Bounce rate, etc. to monitor and improve the performance of your email campaigns.
Use Templates - They will save you tremendous amount of time and provide consistency with your brand design and brand message.
Always proofread (repeatedly) - There's no worse marketer moment then when you click “send” on a mass email only to realize there's a massive typo or mistake.
Check your email list - Deliver the right messages to the right people! Be sure to check your recipient list before you send out thousands of emails to the wrong audience.
BCC recipients - Putting your email recipients’ addresses in the ‘To’ field instead of blind copying them is one of the biggest mistakes you can make when sending a mass email.
Give first - Give before you get. To give your audience something of value, focus on them not on you.
Delight and Reward - This could be a discount, some great content, or an exclusive offer.
Proof Testing and Optimize - Ask three or four people to read the email on laptops, cell phones and other mobile devices to ensure it looks good in different email programs and on various screens.
A/B Testing - Send two slightly different emails to your audience, so that you can obtain information on which triggered the most engagement and then use the most effective email to send to the rest of your list. (Note: Most email campaign software comes with built-in tools for A/B testing.)
"The right message, to the right person at the right time, with the right frequency." ~ Anonymous