Email Marketing 101: A Roadmap to Building Strong Customer Relationships
Email is the most powerful and profitable direct marketing channel available, delivering an average return on investment of $42 for every $1 spent. For this reason, it’s a critical component of most businesses’ overall inbound marketing strategy. It can also be overwhelming for marketers new to the channel, with its wide variety of tools, techniques, and terminology.
Despite its daunting complexity, email marketing is relatively straightforward to execute. Starting an email list is as easy as choosing an email provider, designing a compelling lead magnet, and optimizing your site to generate sign ups (whether you choose a single or double opt-in). Once you’ve grown your list, the real challenge begins: crafting effective emails that generate high open rates, clicks, and sales.
In this beginner’s guide, we’ll break down the best practices of email marketing so that you can develop and execute an email campaign that delivers results. We’ll start by reviewing the basic principles of the channel, then dive into more advanced concepts like segmentation, personalization, and automation. Throughout this article, we’ll also provide tips for how to avoid common mistakes that can diminish the effectiveness of your email campaign.
Before we get started, it’s important to take a step back and look at your email marketing goals from an objective perspective. Your email goals should align with your organization or parent company’s business objectives, and be specific enough that they can be measured and monitored along the way.
When someone signs up for your email list, they’re agreeing to receive communications from you about products, services, and promotions. It’s up to you to treat their inbox with the same respect that they expect from other brands that they patronize. You shouldn’t send too many emails, and you should always give subscribers the option to stop receiving communication from you.
As you craft your email strategy, keep in mind that your contacts are inundated with interruptions and pitches in their inboxes from other companies. Make yours stand out by using a clear and concise subject line and by giving the details of what’s included in the email body. You can also use preview text to encourage your subscriber to open the email and by including a CTA at the top and bottom of the email.
Once your email has been delivered, don’t forget to measure and analyze your results. The most important metrics to track include your open rate, CTR, and click- throughs. Then use the data to fine-tune your next campaign. And don’t forget to resend your email to subscribers who didn’t open it the first time around! You never know what they might have been doing that prevented them from opening your email the first time.
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Do you ever find yourself drowning in a sea of tasks that need to be done to grow your business online?
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