How to Do Email Marketing – An Overview

While social media is all the rage, email still wins when it comes to customer engagement and brand loyalty.

According to HubSpot Blogs research, 79% of consumers feel more engaged with brands via email compared to other marketing platforms. Additionally, 40% of consumers feel more loyal to brands they’ve engaged with via email compared to other platforms.

With email marketing, you’re not limited to one platform like Facebook or Instagram. Your message can be delivered to your audience wherever they are across various platforms.

Additionally, email marketing allows you to craft personalized messages that are much more effective than a general pitch that you’d find on social media.

If you’re looking to grow your email list and want to get started with easy-to-follow tips, continue reading.

Set Up Your Email Marketing Platform

Like with any other marketing platform, you’ll want to set up your email marketing platform to collect and organize your contacts. You can start with a free account on a website like Mailchimp or Aweber and begin building your audience.

These platforms can also be integrated with other networks like Facebook and Instagram so you can pull in some of their audience for your email campaigns.

Use Personalized Subject Lines

When someone clicks on an email link or opens an email from a brand, they’re thinking of that brand and what they need from that brand. In order to retain customers, you’ll want to be able to craft personalized subject lines that make them think of your brand when they hear the subject line.

Once you have your email marketing platform set up, you can begin experimenting with different subject lines to see which ones work best for your brand. For example, if you’re an anti-bully activist, you might want to try using the hashtag #StopBullying or the name of a famous bully. #FreeSpeechIsNOTaCrime is another great option, especially if you want to target people on social media who like the hashtag.

Personalize Your Email Content

Once you have a decent sized email list, you can begin experimenting with different content types to see what works best for your audience. Typically, people prefer receiving emails from brands that they know and trust. To retain customers, you’ll want to be able to send them personalized emails that are more effective than a generic pitch.

According to HubSpot Blogs research, people feel most engaged and loyal to brands they’ve contacted via email rather than those they’ve only seen in advertising. Additionally, consumers feel more connected to brands that they’ve engaged with via email than those they’ve only seen in advertisements.

One way to connect with your audience and make them feel like you’re personally addressing them is to incorporate some human element into your email content. For example, if you sell car accessories, you can send them an email with a personalized subject line that includes the model and year of their car. Additionally, you can write a short note to them about how a certain accessory would look on their car.

Monitor And Engage With Your Audience

Once you have a decent sized email list, you can begin experimenting with different metrics and analysis tools to see what works best for your audience. HubSpot Blogs research shows that people feel most engaged with brands that they feel understand and appreciate their values and interests. Additionally, people feel more connected to brands that they’ve engaged with through email than those they’ve only seen in advertising.

In order to understand your audience’s interests and values, you’ll want to use tools like Google Analytics to examine your email marketing efforts. From there, you can begin formulating more targeted marketing strategies.

Additionally, you can use tools like HubSpot to organize and examine your email marketing efforts. By tying your email marketing into your existing CRM system, you’re able to keep track of the various ways your audience is engaging with you marketing campaigns. You can even set up automated email campaigns that will send welcome emails to new subscribers or send out notifications when a certain action is taken (like subscribing to a blog or requesting a quote).

Once you have a basic understanding of your audience’s interests, you can begin tailoring your content to be more effective. For example, if you find that your target audience is mostly women between the ages of 35 and 55 who like cats and own a Macbook or iMac, you can create an email campaign that is just for them. You can find a blog post that’s specific to women in technology or create a Facebook event for them.

Make Sure Your Email Marketing Platform Is Secured

Last but not least, make sure your email marketing platform is secured. Hackers are always looking for ways to get into accounts where they can steal information or send spam. Since your email marketing platform is stored on a server somewhere, it’s a target for hackers. You can help prevent this by using a VPN to encrypt and secure all of your internet traffic. Additionally, you can use a reputable security plugin for your WordPress account to prevent content being seen by anyone but your paying subscribers.

With these tips, you can begin creating a foundation for your email marketing platform. From there, you can begin experimenting with different content types and subject lines to find what works best for your audience. In addition, you can use tools like Google Analytics and HubSpot to track the various ways your audience is engaging with your message and tailor your efforts to be more effective.

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