How to Build an Email Marketing Machine – Step by Step Guide

Email marketing is one of the most effective forms of marketing. Most businesses rely on email marketing to some extent, whether it’s sending out special offers, keeping customers up-to-date with new products, or just checking in with customers to see how they are doing.

If you’re looking to build an email marketing machine to drive sales and grow your business, then this guide will help you get started.

Set A Budget

You need to set a budget for your email marketing initiative before you start buying equipment or hiring staff. There are numerous tools and platforms that you can use to manage and track your budget, like HubSpot’s bizEaze. With bizEaze, you can set a daily or weekly spending limit for your campaigns and get alerts when you are about to spend more than expected. Setting a limit prevents you from being overwhelmed with a spending spree and creates a healthy relationship with your marketing budget. You can also set a daily or weekly spending limit for individual email campaigns (like a PPC campaign) to ensure that you don’t spend more than expected on any one interaction.

Choose The Right Tool

When deciding which email marketing tool to use, consider your needs and what you’re looking for in a software application. There are several tools out there, and while many of them do similar things, you need to determine which one is the best for your needs. Some things to keep in mind:

  • Ease of use
  • Intuitive
  • Customer Support
  • Reporting
  • Device Compatibility (Apple, Android, etc)
  • Cost

After you’ve chosen the right tool for the job, it’s time to move on to the next step.

Determine Your Objectives

Having clear objectives and using metrics and benchmarks to track your progress are essential. Your overall marketing strategy will depend on your product and the stage your business is in, but you can set specific and measurable goals for each individual campaign. Consider the following:

  • To determine the best time to send your emails
  • Which audience to send them to (depending on your product, service, and stage of business)
  • How many emails to send (based on your goals)
  • Which content to include (e.g., sales, offers, etc)
  • Which triggers to use (e.g., purchase events, etc)
  • How to measure the success of your email marketing plan (e.g., sales, leads, etc)

Determining your objectives and using metrics and benchmarks to track your progress are essential. Your overall marketing strategy will depend on your product and the stage your business is in, but you can set specific and measurable goals for each individual campaign. Consider the following:

  • To determine the best time to send your emails
  • Which audience to send them to (depending on your product, service, and stage of business)
  • How many emails to send (based on your goals)
  • Which content to include (e.g., sales, offers, etc)
  • Which triggers to use (e.g., purchase events, etc)
  • How to measure the success of your email marketing plan (e.g., sales, leads, etc)

Once you’ve established your objectives and chosen the tools to help you reach those goals, it’s time to move on to the next step.

Choose An Email Marketing Platform

Now that you know what you’re looking for in terms of hardware and software, it’s time to choose an email marketing platform. There are numerous platforms that you can use to send out emails, and you need to consider your budget, needs, and opportunities before making a decision.

The first step is to identify the type of content you’ll be sending out, whether it’s sales-related or marketing-related, and decide how often you’ll be sending it. Once you’ve had a chance to scope out your options, you can narrow your search to include only the best-looking and most feature-rich platforms. When choosing a platform, make sure that you consider everything from integration with your other marketing tools and platforms to design, ease of use, and the features that it offers. Many platforms have a learning curve, but if you’re determined to learn how to use it, you can find the resources and training materials you need to succeed.

Design The Templates For Your Emails

When choosing a template for your email, make sure that it is representative of your brand and has the qualities that make it easy for your readers to understand and interact with. If possible, develop several templates for your emails and test them out to see which one converts the most people into leads and sales.

A poorly designed email can be a major turn-off for potential customers and even existing customers. Designing templates for your emails isn’t as difficult as it seems; it just takes a little time. Consider the following:

  • Easy to understand
  • User-friendly
  • Brand-appropriate
  • Memorable

Once you’ve had a chance to test out the different templates, it’s time to move on to the next step.

Create The Different Variants Of Your Email

Depending on your product and the stage of your business, you may decide that you want to send out different kinds of emails. If you’re just getting started and don’t have the budget for A/B testing, consider sending out a general email to all of your customers followed by a special promotion-focused email a few days later. After a few successful campaigns with different variants of your emails, you can consider switching to an automated emailing tool that can handle A/B testing for you.

The decision to send multiple variations of your email is a strategic one. For example, if your product is B2C and you’re at the early stage of your company, you might decide to send out some emails with a humorous element to potential customers followed by a more traditional sales or marketing email a few days later. The options are endless, and the right tools can make the process very easy.

Create Individualized Labels

The simple act of sending out individualized emails makes your product or service stand out. You can use your company’s name, website, social handles, product names, and many other tools to create individualized emails for your customers. Additionally, you can use a tool like MailChimp to create automated email campaigns where you can specify the individualized emails you wish to send out to different groups of people. Creating individualized emails makes your product or service stand out, and having a tool like MailChimp to help you automate the process is pretty convenient.

If you’ve decided that automated emails are the way to go, the next step is to actually set them up. Choose an email marketing tool that has a simple and straightforward setup process, offers all of the features you need, and is user-friendly.

Use Email Marketing To Grow Your Business

If you’re looking to build an audience that is already interested in your product or service, then using email marketing to grow your business is the ideal strategy. With a little bit of research and the right tools, you can determine the best times to send out your emails, design the perfect template, and create individualized variants to fit your budget and needs. The sky is the limit when it comes to the potential of email marketing.

Additionally, you can use tools like MailChimp to automate the process of sending out emails and providing you with the information you need to track the success of your marketing efforts.

Choosing the right tools and following the right steps will put you on the right track to successfully build an email marketing machine that will generate sales and interest for your business.

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