Did you know that there are three times more email accounts than Facebook and Twitter accounts combined? Or that you are six times more likely to get a click-through from email than on Twitter?
As a smart marketer, you’ve probably seen reports showing that email has the highest ROI of any marketing channel. You’re probably eager to start using email to drive sales and revenue. So, you're likely wondering:
- How do I get started?
- What steps should I take?
- How do I build a list?
- How do I measure success?
This guide will walk you through the process of getting started with email marketing and help you achieve business success.
Step 1: Establish Your Email Marketing Goals
Before jumping into sending campaigns, it’s crucial to think about your goals. What do you want to achieve with email? Your goals will determine the type of campaigns you send, who you target, the content you include, and how you measure success.
For example, is your goal to:
- Drive new sign-ups for your product?
- Generate new leads for your sales team?
- Increase event attendees?
- Raise donations?
Email marketing is a powerful channel that can help you reach various objectives. Therefore, spend time deciding what you want to achieve before you dive in.
Step 2: Build Your Email Marketing List
Once you've established your goals, it’s time to build your email list.
Import a List of Known Contacts
If you plan to stay in touch with existing customers, you can import their details into your email marketing tool. Be sure you have permission to email them.
Build a New List from Scratch
If you're reaching out to an audience whose emails you don’t yet have, you’ll need to build your list from scratch. The key formula is:
- A valuable incentive + simple subscribe opportunities = a large email list.
You need to offer something valuable to encourage people to join, such as:
- Free content (like blog updates)
- Discounts on their first purchase
- Free or express shipping
Make sure it's easy for people to subscribe. Use tools like header bars, sliders, and pop-ups to capture emails effectively.
Step 3: Choose the Right Email Campaign Type
There are several types of email campaigns to choose from. The type you send depends on your goals.
Newsletters
Newsletters are regular emails focused on one main topic. They’re ideal for keeping in touch with existing customers. For instance, Airbnb sends newsletters with photography tips and stories.
Marketing Offers
Marketing offer emails are sent to drive a direct response, such as:
- Product promotions
- Discounts
- Special deals
For example, Pizza Hut sends offers that encourage people to place an order.
By following these steps, you'll set up a strong email marketing strategy to achieve your business goals effectively.