ECA Email Marketing: What You Need to Know

ECArts Alliance (ECA) is an email marketing agency that’s been around for a while now, and we’re excited to share some of their best tips for beginner email marketers.

You’ve got big dreams and creative ideas, but perhaps you’re a little green about how to make them a reality. If so, this article’s for you. We’ll teach you the ins and outs of email marketing—from setting up automated email campaigns to building a profitable list—so you can take the reins and become a pro.

Set Up Email Automation

If you’re looking to kick-start your email marketing efforts, the first thing you need to do is set up automated emails. Setting up automation is super easy, and it’ll save you tons of time. Here’s how:

First, log into your Amazon SES account. Then, click on the Campaigns tab.

On the next screen, you’ll see all the campaigns you have set up. Simply find the one that best suits your needs and click on the blue “+ Add Campaign” button.

Now, you can either opt to send the same email to everyone on your list (called a broadcast), or you can target your email by person (called segmentation). For example, you can use this form to choose to send an email to your Creative Quarterly list, or you can use this form to choose to send an email to your Web Designer Friends list. Either way, you’ll see that Amazon SES takes care of the rest and your inbox will start filling up with emails.

Use Analytics To Its Full Potential

It’s important to monitor the success of your email marketing campaigns. Without accurate metrics, it’s hard to know if your strategy is working or whether you’re just wasting your time and effort. Luckily, there are free analytics tools available that can help you track the success of every campaign – no matter how big or small—so you can figure out what’s working and what needs to be changed.

The first place you should check is your server’s logs. If you use Google Apps or GMail, then visit your account’s analytics page to monitor your email campaigns. There you’ll see a map with your traffic’s sources and a breakdown of conversion rates – including unsubscribe rates – so you can assess the effectiveness of your strategy.

An even more in-depth analysis can be found in your Google Analytics’ reports. There you’ll see all your traffic sources, the pages they visit, revenue generated from ads placed on those pages, and more. Along with the standard metrics available in the reports (e.g., revenue, cost per acquisition, etc.), you can even view your email campaigns’ growth over time to get a clear picture of how your strategy is performing.

Understand Keywords

An easy way to find the right audience for your product is through keywords. When you’re creating content for your marketing efforts, you’ll naturally be typing in keywords to find topics that correspond to your product’s niche. For example, if you’re an e-commerce store that sells women’s clothing and you want to promote your spring collection, you’d look for keywords such as ‘women’s spring clothes’ or ‘spring fashion’ to establish online communities around those topics. As a marketer, you could then target those blogs or forums with your product’s unique offers to create lead generation opportunities.

To find the right keywords for your content, you can use free tools like Google Keyword Planner or Open Keywords. Keep in mind: the more keywords you use, the better. The fewer words you use, the worse. More importantly, use keywords that are both concise and comprehensive. For example, if you’re running a fashion blog and you want to write about spring fashion trends, you’d use a keyword like ‘spring fashion trends’ rather than ‘fashions’ and ‘trends’ separately. The first will make your post more discoverable to your target audience, and the second will help Google understand your content’s scope.

Avoid Keyword Stuffing

When you have too many keywords in your content, it becomes difficult for Google to index and understand. When that happens, your content won’t be discoverable to anyone and you’ll lose traffic and credibility as a result. To create the best user experience for my visitors, I never keyword stuff my content. I’ll use a combination of keywords in my title, headline, introduction, and body copy to get the best results from my marketing efforts. For example, let’s say I have a product review blog post about the Apple Watch. Without keywording the article, it would look like this:

In the above example, you can see that I’ve used the keywords ‘apple watch review’ in my article’s title, headline, and introduction. In my body copy, I’ve used the keywords ‘Apple Watch Review’ to create a better user experience for my readers by providing them with all the necessary information they need in a single place.

Create Relevant Content

This one may seem obvious, yet people still go to great lengths to create content that’s completely irrelevant to what their product or service offers. For example, if you sell sunglasses and you want to write a blog post about animal anti-depressants, you’d better make sure that your content is actually relevant to your target audience.

Irrelevant content won’t generate any leads, so your time and effort would be better spent somewhere else. If possible, do some research into your product’s niche and create content that will help your target audience. For example, if you want to write a blog post about pet nutrition, you might want to look into dogs’ and cats’ dietary needs to see what supplements they might benefit from. Or, if you sell organic food, you could write a blog post about the most effective ways to store and prepare vegetables – something that would appeal to your natural customer base.

Avoid ‘Buy Now’ And ‘Click Here’

The last thing you want to do is ruin your SEO by using too many words and phrases that connote an affiliate link or a ‘buy now’ button. When your content is stuffed with these types of links, Google will penalize you for trying to trick the system – even if you’re trying to be helpful!

To preserve my SEO, I try to avoid anything that might look like an affiliate link or a ‘buy now’ button. If I want to promote an item, I will insert affiliate links into my content where appropriate. If I don’t have a direct line of sight to the item I’m promoting, I’ll use a tool like Hotjar to insert affiliate links into my content. This way, I’m not hurting my SEO and I can still generate revenue – even if it’s just a few cents – from my marketing efforts.

Measure The Results Of Your Efforts

Measuring the results of your email marketing efforts is a critical part of any ROI analysis. There are a few different ways to do this, but the most effective one is to examine the numbers of leads and customers you get in return for the amount of effort you put in. With these figures, you can easily determine the amount of ROI your email marketing campaign has generated – not to mention the amount of effort you needed to get the results you achieved.

To get the best results from your email marketing efforts, you’ll have to put in the time to properly set up and manage your campaigns. Once you’ve done that, you can sit back and enjoy the rewards as your email marketing makes you money. And when it comes to scaling up your efforts, you know exactly where to start – thanks to Amazon SES’s user-friendly interface (and it’s many integrations with other services!).

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