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How and where to start with email marketing? Here are some useful tips

  • On 25/07/2019

Despite everything people say, email is still one of the best channels for marketers. Email marketing has an ROI of $44 for every $1 spent which outperforms all social media channels and paid traffic campaigns. Additionally, according to Salesforce, it takes at 6-8 touchpoints before people are ready to buy and you need constant communication if you want to turn leads into customers. This is what makes email marketing so powerful; email is the cheapest most effective way to nurture potential customers. But there’s a lot to know. From automation to personalization, to building a list, first-time email marketers have a lot to learn. In this post, we’ll show you where and how to start with email marketing.

1. Grow your lead list by offering value

start with email marketing

Needless to say, we can’t talk about an effective email marketing campaign without an email list. The more engaged people your messages can reach the more value your business will get from email marketing. However, in order to do this, you need to get more people to subscribe to your newsletter and the best way to do that is to provide value. Give them a reason to subscribe. Address some of the most common pain points your potential customers struggle with and use it in your advantage. Growing your list might seem like a daunting challenge but it doesn’t have to be. In fact, if you already have customers you don’t need to start from scratch.

Additionally, you cal also import your previous customers’ emails by using tools like Tabellarius. Once you do this, you can retarget your previous customers and stimulate them to make another purchase. This is always easier than convincing a new prospect because these are the people that already are using your product/service.

2. Create emails that look good

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It’s shocking how many marketers send emails that look horrible. There are a lot of mistakes email marketers make, like leaving no breathing room between the lines, using colors that are hard to look at and you can scan the entire email twice without even knowing what it’s about. If you want to make sure you make sure your emails don’t leave that effect on people, there are a few you can use to make sure every email you send looks great and clearly delivers the message.

  • Use the inverted pyramid technique; Start with a prominent headline and continue with a captivating body that makes people curious and close with a clear call-to-action.
  • Make your call to action is clear and prominent; It should catch the attention of your readers immediately.
  • Use a lot of white space; don’t forget that a lot of people read emails on their smartphones and adding white spaces make your email more email-friendly and more readable.
  • Use single columns; This reduces the chance of distraction and looks better on mobile phones.
  • Make it scannable: Most people scan before they actually reading this email. If your email isn’t scannable, they probably won’t bother reading it.

If you don’t want to spend the time designing your emails from scratch. Sign up for Tabellarius and check out our free email template library to get beautiful designs you can quickly use in your email marketing campaigns.

3. Write persuasive messages

email marketing goals

So you have a growing list, you found a way to make your emails look appealing, and the next step is to work on your content. You need to make sure everything in the email encourages users to take action. You don’t have to be an expert copywriter to do this. All you need to do is answer a few questions about your campaign.

  1. What do I want my readers to do? Never send an email without having a specific action in mind. For example, maybe you want them to read your new post, buy something, download your ebook, etc. Knowing what you want your readers to do is the first step to crafting a high-converting email.
  2. Who are my readers? This simple question allows you to paint a picture of the people at the other end of your email. This will help you express certain things in a way that’s more appealing to your readers.
  3. What do my readers care about? Copywriting isn’t that complex. All your copy needs to do is offer anything of value to the reader that will give them the incentive to take action.
  4. Would I be happy if I saw this email in my inbox? Finally, this is a great way to determine whether you’re on the right track.

4. Use personalization to improve relevance

Email marketing campaign strategy

Email list segmentation and personalized emailing are the most effective email strategies used by marketers. In fact, an Evergage study showed that 96% of marketers have been able to improve customer relationships due to personalization and 88% of respondents said that their customers and prospects expect to get a personalized experience. Personalization drives results and it’s not hard to see why that’s the case. People get at least 20 emails every day and the best way to stand out in a crowded inbox is to deliver valuable and targeted messages. Here are a few tips that will help you utilize personalization in your campaigns:

  • Segment your email list. This ensures that the people receiving your email care about what you’re offering them. You can segment by age, gender, occupation, interests, etc.
  • Personalize your landing pages. If your CTA takes readers to your website, don’t send them to a generic landing page. Instead, create a landing page that looks like and references the same things your email does.
  • Use transactional emails. These are the emails that you send to your subscribers after they triggered an event. These can be birthday emails, abandon cart emails, welcome emails, etc. These emails have the highest open rates and can also help you improve your open and click-through rate and ultimately, your sender reputation.

5. Build a relationship with your subscribers

The best way to ensure that the people you’re emailing not only open your emails but click through to your offer and convert is to build a relationship with them. This concept is known as lead nurturing. People buy from who they trust and providing value even after they completed a purchase is a great way to nurture your leads. Reach out to your subscribers even when you don’t need anything. Send them an email with your new blog post that shares information they might have use of. Additionally, if you send your subscribers updates regularly, they’ll remember you and they’ll associate your brand with positive feelings because you keep sending them emails and showing that you care about them rather than only reaching out to sell something. Remember, your subscribers are more than just a bunch of email addresses. They are people with real problems and real needs.

6. Measure and improve your campaigns

The best way to improve something is by measuring it and email is no different. It’s very important to track and measure the data you get from your email marketing campaign and it will tell you everything you need to know about your next steps. If you have low open rates, test different send times and subject lines. If you have a low click-through rate, work on your segmentation and make your CTAs more prominent or consider improving your product offering. Try using different email variations, use A/B testing and see which design and offer works the best. Finally, once you start with email marketing, you can always improve your email marketing results if you combine your email marketing with other social media channels that will increase your reach. It’s simple- doing this will give more exposure to your campaigns and ultimately bring more traffic to your website.

Were these tips helpful? Are you ready to start with email marketing? If you’re thinking about the right email marketing tool, check out our 30-day free trial to see what Tabellarius is capable of!

 

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