Email Marketing – The Basics

Email marketing is a form of digital marketing that helps businesses grow by giving them the ability to contact potential customers via email.

While there’s a lot of fancy technological bits that go into making email marketing work, at its core, it’s simply a form of digital marketing that relies on the power of the email.

Why Email Marketing?

Emails are great for getting in touch with potential customers. And, thanks to email marketing, you’ll always have the ability to do so.

The great thing about emails is that they allow you to communicate with potential customers immediately upon their arrival on your website. You can engage with them, get to know them, and hopefully, convince them to purchase your product or service.

But, getting those emails to your website visitors is the key to effective email marketing. The fact is that only a small percentage of people will actually click on a business’ email link and visit that company’s website. So, you’ll want to make sure that you’ve crafted an email that will get noticed.

Here are a few tips on how to craft the perfect email for your business.

1. Write concise yet informative emails

To engage with your audience and make them interested in what you have to say, you’ll want to write concise yet informative emails. You don’t need to send a 50-page book to get an idea across. Keep it short and sweet.

While your email’s objective is to get visitors to your website, you should always keep in mind the following:

  • Your email’s content should be concise yet informative
  • It should engage the reader
  • The subject line should match the email’s content
  • It should make the reader want to open the email
  • Use an email service that provides tracking and analysis tools
  • Avoid using all caps and using too many shortcuts
  • Don’t use an automated email marketing tool, unless you’re extremely experienced in email marketing

2. Customize your email’s content

When someone opens your email and begins reading it, they will have one of two reactions. They either will recognize the contents or they won’t. If they don’t recognize the content, they’ll either assume that you’re selling something or that you’re a scam. If they do recognize the content, they’ll assume that you’re a real company that they’re interested in doing business with.

To put it simply, if you want someone to take your email seriously, you’ll need to make sure that they understand the contents of your email without having to ask questions. Luckily, you have the ability to do so via the following:

  • Adding a personal note—something that makes them feel like you’ve gotten to know them a bit and are not just another cold business contact
  • Adding a professional note—this makes your email sound more like a marketing pitch and less like you’re just trying to scam them
  • Using action verbs in your subject line—these make your emails sound more compelling.
  • Using stats and figures to support your argument—this can give your email a professional edge
  • Personalized, relevant pictures—people love to see images of people they’re talking to
  • Having real-life videos—this adds a human touch to your email and makes it more relatable to your audience
  • Choosing a stylish header and background image—this makes your email look more professional

After you’ve gotten the basics down, the last thing you need is to add too much more clutter. Sometimes, entrepreneurs get so absorbed in growing their business that they forget about the importance of keeping things uncluttered.

3. Tailor your email’s CTA

Now that you’ve gotten your visitors to click on your email, you’re faced with the decision of what to do next. The answer depends on you and what you want your visitor to do. But, generally speaking, you’ll want to guide them to a next step.

If you want them to visit your website, you’ll have to provide them with a clear call to action (CTA). This could be as simple as providing a link to proceed to the next step or creating a form with all the necessary information for them to continue down that path.

If you want your visitor to enter their email address and become a part of your email list, you’ll need to provide them with a clear and concise CTA in your email. Something like:

“Sign up for our newsletter to receive exclusive deals and lots of helpful tips on how to save money at restaurants near you. It’s absolutely free!

Now, you might not want to use the word “exclusive” in your subject line to grab their attention. Instead, you could use a more generic subject line like:

“Get the inside scoop on X—there’s never been a better time to be a part of this exciting moment!”

When your visitor sees that subject line, they’ll know exactly what to expect from your email. And, hopefully, that’ll lead them to click on the link and become a part of your list.

4. Measure the success of your email marketing campaign

After you’ve sent out dozens or hundreds of emails, you’ll be able to determine whether your email marketing campaign was a success or a failure.

There are several ways to track the success of your email marketing campaign, usually involving analytics tools that you’ll find at huge online marketplaces like Google Analytics and HubSpot.

These programs will give you detailed reports on how many people opened your email, how many clicked on a link or an image in your email, and how many visited your website because of your email outreach. You can even look at the geographic location of your interested viewers to determine where you should target your next campaign.

Sometimes, entrepreneurs assume that the success of their email marketing campaign will be reflected by the number of subscribers they have. However, having lots of subscribers does not necessarily mean that your email marketing campaign was successful. It depends on how you use the list.

If you’re fortunate enough to have a list of subscribers who’ve shown interest in your product or service, you can use this list as a base for further outreach. But, first, you’ll want to see if there’s any way you can improve the performance of your current list.

5. Improve your email marketing strategy

If you’ve been doing email marketing for a while and want to perform better, you’ll need to take a step back and reevaluate your approach. Ask yourself the following questions:

Is there a specific reason why you’re emailing these specific people?

Are you sure that these are the people you want to reach out to?

What is your overarching goal for this email marketing campaign?

As you get more comfortable with email marketing, you’ll be able to answer these questions with more precision. Until then, you can use the above list of questions to help evaluate your current strategy and decide what to do next.

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