Digital Email Marketing: A Complete Guide to Create, Send and Measure Digital Email Marketing Campaigns

Digital Email Marketing has become very popular and is used by almost every single business to connect with customers. As the name suggests, this kind of marketing uses digital technology to send emails to potential customers. While the concept behind digital email marketing is quite simple, the execution can be quite challenging. That’s why we’ve decided to put together this complete guide to help you create, execute and measure the success of your digital email marketing campaigns.

Understand The Basics Of Digital Email Marketing

First of all, let’s establish the basics of digital email marketing. As the name suggests, digital email marketing uses digital or online tools to send emails instead of paper mail. This makes it a fully digital activity since it doesn’t require any physical materials to complete. Email marketing automation platforms like HubSpot, MailChimp and Constant Contact help you build, send and track your digital email marketing campaigns effectively and efficiently. They also provide you with all the necessary tools to build your own email lists and send out emails.

Another important concept to remember is that everything done online is considered “cyber-physical” marketing. This simply means that marketing activities carried out online are not limited to digital marketing, but also include any type of marketing that occurs over the phone, email or social media.

Set Up Your Email Marketing Campaign In HubSpot

One of the most popular digital marketing platforms is HubSpot. We’ll use this example throughout the whole article since HubSpot offers a freemium version that allows you to try it out completely free. The good thing about HubSpot is that they have their own email marketing templates you can use as-is or customize to fit your needs. You can also choose to use a third-party service like MailChimp or Mandrill for collecting email addresses.

You’ll first need to create a new campaign in HubSpot. You can use the guide below to help you along the way.

Choose A Suitable Main Mailer

Once you have a new email marketing campaign created in HubSpot, you’ll need to choose a suitable main mailer. You can use the free version of HubSpot to test out different mailers and email templates to find the one that works best for your needs. When choosing a main mailer, make sure to consider the cost, volume and delivery time.

Choose The Right Email Template

When choosing an email template, you need to consider the format and the content within it. Bear in mind that the recipient will be receiving your email message, so you want to ensure that the contents are engaging and easy to understand. For example, if you are using an email template that comes with basic HTML formatting and a few bullet points, you might want to reconsider and use a more modern template that comes with various block elements like images, videos and interactive elements.

Keep Your Audience In Mind

When designing an email template, you need to keep your audience in mind. Who is your target audience and what are they expecting from your email? What makes your product special and how can you speak to them in a way that will encourage them to take action and/or make a purchase?

Use Language That Is Easy To Understand

Another thing to keep in mind is that you are writing to people who may not speak English as a first language. Make sure you write in a way that is easy for your readers to understand. If you are using a language that they are not familiar with, they may not fully understand what you are writing and might think that it is spam. For example, if you are writing to Brazilian audiences and you use words like “garcinho”, you might want to reconsider using that word since most people there will not know what it means.

Avoid Plagiarism

Plagiarism is when you use someone else’s work (including words, ideas, screenshots etc.) without giving them proper credit. This is illegal and definitely unethical. As a general rule of thumb, if you find a good article that you think can be useful and you would like to use it in your email campaign, you should cite the source of the article and give it proper credit. Sometimes it’s easy to forget and accidentally put in your own words instead of quoting someone else’s.

Design Your Email Template To Fit Your Brand

When creating your email template, you need to keep your brand in mind. Do you want to use colors, designs, fonts, images or videos that are related to your brand identity? Once you have your final design, make sure to test it out by sending an email to yourself. If you find any errors or typos, you’ll need to correct them before your mailing list starts growing.

Segment Your List

Once you have your email list ready, you need to segment it. This simply means that you’ll be giving your list members different content and offers based on what they’ve signed up for. You can use email marketing platforms like MailChimp or Madrill to help you segment your email list. You can use the example below to get started.

Use Personal Touches

Whether you are sending birthday greetings or an anniversary present, you can add a personal touch to your emails by including a little something extra. For example, you might want to include a handwritten note or a photo of the person you’re emailing with. Addressing someone by their first name, or including a friendly and informal tone throughout your correspondence can also make your emails more personal and engaging.

Above all, make sure to keep things simple and easy to understand. Remember, your audience has a busy life and might not have the time to go through a 30-page manual, or even a 10-page one. They might also not have the interest in your product since it’s not something they need or use. Keep the contents short and sweet–like a tweet or status update on social media–and you’ll likely retain your reader’s attention and encourage them to act.

Measure The Results Of Your Campaign

After you’ve sent out your email campaign and published stories about the astonishing results, it’s time to measure the success of your campaign. While it’s always great to dream about the incredible results your email marketing will yield, you’ll need to prove it to yourself and to others. The best way to do this is by measuring the results of your campaign in terms of response rate, leads and conversion.

Create A Reporting Interface

If you’re looking to track the results of your email marketing campaign, you can do so using a tool like HubSpot. Create a dash board with all the necessary metrics and data you’ll need to understand the performance and progress of your campaign. You can also choose to use a third-party tool like Google Analytics or Mixpanel to help you monitor and analyze your digital marketing activities.

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