Updated: May 26, 2021
Email Marketing is still ranked as the No.#1 most effective channel, beating out social media, SEO and affiliate marketing.
In 2019, global email users amounted to 3.9 billion users (Statista, 2020). This figure is set to grow to 4.3 billion users in 2023 (Statista, 2020). That’s half of the world’s population. In 2019 alone, 293.6 billion emails were sent and received each day (Statista, 2020). That’s a staggering amount of daily emails. This figure is expected to increase to over 347.3 billion daily emails in 2022 (Statista, 2020).
Building a successful email marketing campaign is now more important than ever.
However in order to build a successful email marketing campaign, you first need to build an email list.
Think of email addresses as currency, you wont give money away for free right?
So in order to get an email address you have to offer potential leads, incentives more commonly known in marketing as 'lead magnets'.
There are multiple ways to do this. Some prefer to give advice or tips for free while others prefer to give away a newsletter.
Some common lead magnets to entice people to give their email address are:
free white papers or eBooks
update lists, like new releases and product updates
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Okay, once you have built a solid email list its time to engage those customers and get them to trust you.
How do you do that....once again GENERATE CONTENT.
Email marketing is mostly about living up to the customers expectations, don't spam content or you'll be unsubscribed but don't be lackadaisical and not send content too or your email list will get disinterested in your brand.
Send out an introduction email and tell your email list, who you are, what you do and how you solve problems. Tell them what they can expect from you but DO NOT SELL YET.
The follow up email should be sent immediately. Its better to be descriptive and write long emails so that your list has a good idea of what you do and how you do it.
The next rule of email marketing is: Don't pitch right away.
You're not writing emails just because its a hobby, you are writing them because you want more customers to pay you so you can earn money.
But transitioning from an email list which gets tons of free value into a list which actually pays you to give value can be a tricky switch to make.
That is why you need to launch an email campaign instead of going all in with persuasion to buy whatever it is you are offering.
If you’re just starting out with an email list, it’s easy to imagine you’ll have time to personally respond to every new subscriber.
But once you start getting more than a handful of subscribers, it becomes next to impossible to keep up.
You’ll start to get more and more complex campaigns, and following through with everyone, all the time is impossible.
Yet top marketers seem to do this exact thing. How?
Their secret is email automation.
It automatically sends out emails that you schedule in advance.
By scheduling a set of emails to send in advance, you can prevent “going dark” for any length of time.
Oftentimes, companies plan out a series of emails—ranging from a few days to a few months—that automatically deliver, warming up anyone who signs up for your list.
That way, when you do need to announce a new product or sale, you can count on the fact that they are paying attention.
Engaging different types of customers can be really stressful especially if they are in different stages of the customer value journey.
However if you deploy the segmentation tactic you'll find your email marketing life to be less complicated and more easy.
There are a few ways to segment your email list:
customer list (in comparison to leads who haven’t bought)
daily email list (in comparison to weekly, bi-weekly, monthly, etc)
demographics, such as age, location, or job title
interests, such as marketing or sales topics
As you can see segmentation isn't rocket science, but people mostly don't do it simply because it takes too much time which is why they lose in the long run.
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FAQ's about Email Marketing
What Are The Benefits of Email Marketing? Email marketing can help businesses reach a wider audience, drive sales, recover abandoned carts, and further develop your relationship with your audience.
How Do I Build an Email List? Offer a downloadable asset, host a giveaway, or provide a free email course.
What Is Email Automation? Email automation allows you to create complex email campaigns that send emails based on actions, such as when a subscriber adds an item to their cart or downloads an asset.
How Do I Segment My Email List? Use your email tool to split subscribers based on demographics, interests, or customers versus non-customers. Then, send customized messages to each segment.
Tools to use for Email Marketing
You can easily manage your email lists, contacts, email templates, marketing calendar, and more.
Each account gives you access to unlimited emails, easy tracking and reporting, built-in social media sharing tools, free image library, list segmentation, Facebook ads integration, and a powerful eCommerce integration for Shopify stores.
It is an extremely easy to use platform with excellent tools to create beautiful and highly engaging emails. Their simple drag and drop email editor is perfect for beginners with no experience in email marketing.
SendinBlue includes beginner-friendly marketing automation tools that allow you to send transactional emails, create workflows for automatic follow-up emails, and segment users. It can also select the best time to send bulk emails using their AI algorithms to ensure the best email deliverability.
Their email software offer seamless integration for all popular website builders including WordPress and WooCommerce. This allows you to easily add pop-ups / opt-in sign up forms to your website and capture more leads.
What sets Drip apart from the competition like Campaign Monitor is their intelligent marketing automation tools, smarter email segmenting, split testing features, list groups, and a visual automation workflow builder. These features allow you to reach targeted customers in your email list to get more sales.
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This brings us to the end of email marketing....
If you’ve been ignoring email marketing, it’s time to reevaluate your strategy.
Email marketing delivers huge returns for marketers willing to learn how to do it right. It doesn’t have to be too complicated.
First, remember you’re a guest in the inboxes of your subscribers. Your emails are always just one click away from losing their interest forever. Be polite, respectful, and deliver value. You’ll want to follow through with the promises you make. Provide people what they’ve asked for and email on a regular basis that lines up with their expectations.
There’s no formula for boosting email automation—it’s all about what works best for you and your company’s voice and style.
Finally, you can move on to email segmentation and analytics once you’ve mastered the basics. Start sending separate types of emails to different groups of people so you can deliver more useful emails.
What email marketing practices keep your readers engaged?