Email marketing is just one of the many options available to businesses when it comes to digital marketing. And, email marketing is also one of the most effective when done right. The key is to properly plan and strategize how you will manage your email marketing campaign for the greatest success.
What You Have to Do for Email Marketing Start
- What value do you bring? Start by looking at your own inbox. Most people subscribe to emails from their favorite businesses – those that offer products, services, or information they find valuable. Decide what you want your emails to convey. For example, do you want to promote an upcoming sale or special offer? Do you want to showcase your knowledge of your business by informing and educating on relevant topics? Figure out the type of message that is right for you and your business.
- Build your email list. Laws exist that require businesses to obtain explicit permission before adding email addresses to their database of subscribers. You can obtain permission through a variety of means available both on- and offline. The key is making sure your new subscribers know they’ll be getting something in return—the value you bring—for joining your list. Without such enticement, it may be difficult to gain new subscribers or retain those you already have. Bonus tip: To avoid being marked as SPAM, ask recipients to add your email address to their address book.
- Set your schedule. How often you send a marketing email will depend in part on your business. Weekly (or even daily) emails can be used to promote specials, sales, and coupons. Monthly emails can be used to promote month-long or seasonal specials. Whatever schedule you select, stick to it. Subscribers like consistency.
- Keep your message simple. Crafting a good marketing email is not always easy. The message should be clear, concise, and free of grammatical and typing errors. Make it easy for your subscribers (who are just as busy as you are) to skim through and glean the message you want to convey.
- Track results. Analytics provide useful information in terms of how many subscribers open your emails, click through, or respond to your call to action. This intelligence lets you know if you’re on the right track or if you need to tweak your message for better results.
Setting yourself up to do email marketing can be daunting, especially to anyone who would much rather be out selling their business offerings than sitting at a computer building email lists. Online providers such as Constant Contact or Mail Chimp make getting started and running your campaigns easy. Or, you can hire a marketing expert to do the work for you. All you need to do is provide the ideas.