You’ve launched your product or service on Amazon, sourced and packed goods for the biggest fashion brands, cultivated a tribe following on TikTok, and convinced hundreds of thousands of customers to buy your online coupons. Now, it’s time to dive into AWeber.
You’ve signed up with AWeber, a popular email marketing platform. With approximately 500 million monthly active users, it’s the largest free email marketing platform globally. (According to Statista, around 78.7 million people use AWeber in the U.S. alone.)
AWeber is a very powerful tool, but even the most seasoned marketers can lose sight of the simplest tasks. In this article, we’ll walk you through the simple yet essential steps to make sure you’re equipped for the most basic of email marketing activities: monitoring your AWeber account and checking your emails.
Step one: Setup a strong password
One of the first things you’ll need to do is set up a strong password for your AWeber account. You’ll also need to make sure you’ve selected a strong password for your other accounts on social media platforms like Twitter. Having a strong password doesn’t just protect you from hackers; it also helps ensure you don’t accidentally give out your password to someone you shouldn’t. You should use a password manager like 1Password to keep track of your passwords. When you use a password manager, you don’t need to worry about remembering all of your passwords. Instead, you can use your personal password to log into your 1Password app. From there, you can access all of your passwords and website accounts.
Step two: Create a strong email marketing strategy
Now that you’ve set up your AWeber account, it’s time to establish a strong email marketing strategy. For best results, you’ll want to use a tool like HubSpot to build out your strategy. With HubSpot, you can build automated outreach campaigns based on previous purchases or customer behavior. You can also utilize inbound marketing tactics to build relationships with potential customers.
To get started, create a new campaign in HubSpot. You can use this tool to segment your audience, build email contacts, and track performance. When you send emails to your audience, you’ll need to think of something memorable to call them back. Some marketers like Jeremy Scott use Open Rate to gauge the success of their emails. Open Rate measures the percentage of people who have actually looked at the email, rather than simply deleted it or snoozed it on their phone. While there are no guarantees with email marketing, having a higher open rate is indicative of a well-executed email campaign.
Step three: Get permission to use images of people in your emails
In early 2019, the IRS issued a ruling that allowed email marketers to use images of actual people in their marketing material. Essentially, what this means is that you can use stock photos of real humans instead of the typical business icons or cartoons.
When you send out email communications, the odds of a brand recall increase dramatically. (In fact, 40% of people cannot remember the products or services from an email campaign, while 22% of people claim to only remember brands they’ve been sent regular emails from.)
Because consumers have a short attention span, brands need to make sure that every email they send is as engaging as possible. One way to do this is to incorporate images and graphics into the body of the email. While it’s tempting to go all-digital with your marketing material and rely on fancy software to design your emails, there are still times when a simple illustration will suffice. (Check out this eCommerce store owner’s example of an email marketing template they use to successfully promote their brand.)
Step four: Use analytics (and track which emails work best)
In previous steps, you’ve established the foundation for an email marketing campaign. Now, it’s time to take it to the next level by analyzing which emails perform best. You can use tools like Mailchimp and AWeber to easily get insight into which emails perform well and which ones need a little work before they’re sent out again.
Mailchimp, the biggest free email marketing platform globally, has an integrated tool called A/B Testing that you can use to examine the performance of your various email campaigns. You can use A/B Testing to compare two versions of the same message against each other to see which one results in the best open rate. (In A/B Testing, the “A” version is the original email, and the “B” version is the one you’re testing against.)
With AWeber, you can use the Performance tab in Campaigns to examine the open rates and click-through rates of your various email campaigns. You can also use AWeber’s segmented email analytics to see which audiences are opening your emails and which ones you should avoid sending to.
Step five: Customize the email’s contents for best results
The last step of an email marketing campaign is arguably the most important step. Since you’ve already made the effort to collect email addresses, you can take this opportunity to further engage your audience by customizing the contents of your emails. (In the example below, the contents include a brief message, an invitation to a Webinar, and a downloadable PDF file.)
Usually, email marketing is used to offer relevant content that’s tailored to a specific niche or to promote a specific product. To achieve this, you’ll need to look into the different interests of your various audiences and create content that’s specifically aimed at them. (For example, if your product is wellness-related, your campaigns might focus on diet and nutrition.)
Not having a handle on the basics isn’t something to be ashamed of, but it’s something you should be mindful of. Email marketing is a tool that can be used for good or for evil, and it’s up to you to make sure you conduct yourself in a professional manner.