How to Create an Email Marketing Capability in Your Database?

In the past, email marketing was considered a ‘niche’ marketing channel. People ‘in the know’ knew how important it was, and how to do it, but many business owners either didn’t get the importance of email marketing, or didn’t know how to do it themselves.

However, as the importance of email marketing grew, and more people realised the benefits of an engaging email campaign, designing and sending robust marketing emails became a necessity.

So, if you’re responsible for marketing communications and engagement across a number of platforms, and need someone to shoulder the load, consider an email marketing manager. The role encompasses managing an email marketing campaign, designing and sending out emails, as well as measuring the results of those efforts. It’s a combination of ‘digital’ and ‘offline’ marketing, communications and engagement skills that make up the role. And, as the name would suggest, the job is typically accomplished from within an organisation’s email systems.

If you’re looking to create an email marketing capability within your database, consider these tips. They’ll help you get started.

Understand The Importance Of Email Marketing

First things first – it’s essential to understand the importance of email marketing. Simply put, without it, you don’t have a campaign. You don’t have any marketing automation platform either, which means you’ll need to manually send out emails, optimise each campaign, and then measure the results. For bigger businesses, this can be extremely time-consuming. For smaller businesses, it can be near-on impossible.

As a data-driven marketer, you’ll know the power of a well-designed email marketing campaign. When done right, sending out informative and engaging emails can greatly increase your conversion rates, and drive sales. But, in order to create these results, you need to start with a solid foundation – which is why it’s important to understand the importance of email marketing.

Find Out Your Best Email Marketing Strategy

With so much competition, it’s essential to find a way to stand out from the crowd. One way to do this is through smart email marketing. By regularly surveying customers, analysing data, and designing campaigns accordingly, you can ensure you’re constantly improving, and optimising your approach to best fit the needs of your audience. To get started, ask yourself the following questions:

  • Who are my target audience?
  • What do they value?
  • How can I encourage them to engage with my content?
  • What’s my conversion rate?
  • What’s my average order value?

Once you’ve got your answers, you can design a plan to achieve your goals. Not sure what they are? No problem. Simply revisit these questions regularly, and you’ll be able to pinpoint new areas to focus on, as well as evaluate the success of your current strategy.

Invest In The Right Software

When you’ve got a clear strategy in place, and you’re regularly reviewing the results of your efforts, it’s time to move back to the next step – acquiring the right software. As a data-driven marketer, you’ll need a platform that can handle big data, as well as store and manage everything from your email marketing campaign. A good starting point is HubSpot – which is owned by LinkedIn. Not only does it offer all the basic functionality you need, such as creating and sending out emails, and analysing results, but it also integrates with other, third-party platforms, such as Salesforce and Dropbox, to provide even more features.

Not sure where to start? Don’t worry – with so much functionality available, finding the right starter pack shouldn’t be too hard. Once you’ve found it, getting to grips with HubSpot will only take you a matter of time.

Dedicate 1 to 1 Time To Learning

If you’re looking to create an email marketing capability within your database, it’s important to dedicate 1 to 1 time to learning. Even experts in the field will constantly be learning new techniques and improving their approach. While you may have enough experience to get by, you’ll never be able to master the art of email marketing, if you don’t put the time into it. Dedicate at least half a day a week to learning – whether that’s through blog posts, or through attending webinars and courses.

Make sure you also follow up this time with some 1 to 1 attention to detail. This means getting really familiar with the tool, and using it to the fullest. It’s important to not only understand how to design a marketing email, but to actually design them. Tools like HubSpot have a learning curve, so take the time to get to know it, and put it to use.

Choose The Right Niche

The next step is to choose the right niche. If you’re looking to create an email marketing capability within your database, focus on a niche that you’re already experiencing success in – whether that’s food, drink, travel, or fashion. Choosing a niche that you’re familiar with, and one that you think you can build an audience for, is the perfect way to go. You’ll already have experience in the area, and you’ll know what interests your audience. It’s also a good idea to look into smaller, more targeted niches, rather than trying to be all things to all people. For example, instead of designing a broad email campaign, targeting female consumers between the age of 18 and 34 who like fashion, style, and shopping, could result in significantly higher conversion rates.

Design A Testimonial Campaign

One of the quickest, and simplest ways to get started with an email marketing campaign, is to design a testimonial campaign. Essentially, a testimonial campaign is when you ask people to leave a review of your product or service, in exchange for some free stuff – ranging from an acknowledgement of their existence, to a discount on their next purchase. You’ll be giving people something of value in exchange for an honest review, which is why it’s such a popular option with email marketing platforms.

These platforms will give you the ability to design a campaign, and get it out to as many people as you want, quickly and easily. You don’t necessarily need to wait for everyone to leave a review, or for every email to be opened. As long as you’ve got at least one happy customer, you can release another campaign.

Not sure which product to try and review? Don’t worry – with so many choices available, you’re bound to find something that suits your needs. Simply use an email marketing platform, and begin sending out testimonial campaigns. With platforms like Active Campaign, you can create automated campaigns, so getting started is a piece of cake. Don’t worry – you won’t be doing this alone. An email marketing strategist can help you get started quickly and easily. This will be one of the first tasks they’ll perform, alongside designing your email marketing strategy.

Measure The Results Of Your Campaign

It’s important to measure the results of your campaign. Even if you’ve got a successful campaign, you’ll want to continue improving, and establishing new metrics, to determine the success of your efforts. When it comes to email marketing, the usual approach is to determine the number of ‘open’ and ‘click-through’ emails, as well as the cost per acquisition. However, this is only a piece of the puzzle. To truly master the art of email marketing, you’ll want to look into the following:

  • Conversion rates.
  • Customer reviews.
  • Demographics.
  • Retention rates.

By taking the time to get to know all these metrics, and by looking into the numbers, you can determine the success of your email marketing strategy, and make the necessary improvements, to continue growing your business.


In conclusion, creating an email marketing capability in your database doesn’t have to be difficult. Simply follow these tips, and you’ll be able to get started quickly and easily. Not only will it increase your conversion rates, but it’ll also help you establish a good foundation for future marketing efforts.

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