We can’t emphasize it enough: you need to know the email marketing basics that increase sales and revenue for your business
Did you know that about 75% of consumers prefer to receive emails than any other form of marketing communication? It’s true. And that is why businesses should partner with a virtual support company to guide them through the email marketing basics.
When you send an email, you’re inviting people to come to your site, engage with your product or service, and buy it. Sending emails is truly a great way to keep in touch with your customers.
Most small business owners think that it’s a ton of work and something that’s just for big companies. Truth is, email marketing works very well with any type of business. In fact, it’s one of the things virtual support specialists have used to make online marketing a level playing field.
In this post, we’ll guide you through how to start doing email marketing and help you succeed in your first campaign.
#1 Set Your Goals
Think about your goals and create an email marketing plan before you jump. Ask yourself: what do you want to achieve with your campaign? This way, you’ll be able to determine the following:
- The type of campaign you’ll send
- Your target audience
- The content
- How you’ll measure the campaign’s effectiveness.
Once you’ve established your goals, it’s time to look for a platform to use. Each platform is developed by an email marketing company to help you schedule your campaign and facilitate your email flows. Some of the examples of such programs are: MailChimp, ConvertKit, Get Response, and others.
#2 Build Your List of Contacts
Email marketing basics involve building your list of contacts. These are the people who will receive your email. If you have existing customers, you can simply import them into your campaign. Be sure to ask permission from these contacts, though.
You can also build your list from scratch. Place a subscription form on your site, as this makes it easy for people to opt-in. To entice them to join your mailing list, you need to produce compelling content. If you have an e-commerce site, you can have a team of virtual assistants set up a platform like ConvertKit to properly organize your content. You can also offer discounts, freebies or gifts regarding your products or services.
It may also be helpful to identify smaller collections of people within your larger audience. This way, you’ll be able to make segments and groups to send more relevant campaigns to them. In turn, it will increase click-through rates and conversions.
#3 Determine the Type of Campaign You’ll Send
It’s now time to ask yourself: what do you want to say to your audience? Don’t forget the goals you’ve set, because they will guide you on the type of campaign you’ll send.
Here are the major types of email campaigns:
- Newsletter – a regular email about one or two main topics
- Marketing offer – an email that serves to get a direct response (buy a product or offer a promo)
- Announcement (new product, feature, service)
- Invitation to an Event
Remember: use your goals as a guide for determining the type of campaign. Before you start creating content, always consider what your customers might find interesting.
#4 Create the Campaign
Next is to create the email itself. Nowadays, this step in email marketing basics has become much easier to do with platforms like Get Response and Klaviyo. Such platforms already have templates for emails and flows. You can also schedule them according to your preferences, and set triggers for each email flow.
Regardless of the platform you’ll use, make sure that your campaign is easy to read and understand. This is one of the most important email marketing tips that you’ll get from us.
- Straightforward design
- Clear sections, no overuse of colors and graphics
- Short and simple text
- Structure the content to guide the reader properly toward the call to action
- Highlight the key message
- A call to action that is easy to see
- Optimized for all types of devices (desktop and mobile)
Lastly, ensure that the campaign is relevant to each reader. Sending a specific campaign to a segment or group connects and converts.
As soon as your emails are received by your subscribers, you can have a virtual assistant measure the performance of your campaign. You can track the success of your campaign in two ways a web analytics tool (i.e. Google Analytics) and your email marketing platform.
Here are some metrics that most platforms measure:
- Number of opens
- Number of clicks
- Number of emails not opened
- Number of bounces
- Spam complaints
- Number of shares
- Open rates
- Click-through rates
- Unsubscribe rates
Email marketing basics involve metrics that give you an insight on how your readers are interacting with your campaigns. It allows you to figure out the success or failure of your campaign as well. It also allows you to compare the success of one campaign to another.
This last step is equally important as the previous steps. Why? Because it helps you assess the entire process. It serves to guide you on what to do next with your marketing strategy.
Learn email marketing to help drive more sales and revenue for your business. For more info, you can also check out our other virtual support services.