If you’re looking to start an email marketing campaign, there are several options available to you. You can use a tool like MailChimp that provides all the features you need and then some. Or, you can use a simple program like HubSpot to build an effective email marketing campaign. Whichever route you take, make sure you put in the necessary time and effort to learn how to use these platforms effectively.
The Difference Between the Two
Before we begin, it is important to note the differences between these two tools. When you are first starting out, it might be a good idea to use MailChimp, as it provides you with a free option that allows you to try out email marketing with no risk. However, as you begin to understand how to use email marketing tools, you should consider moving to a more complex solution, like HubSpot.
As the name would suggest, HubSpot provides you with a hub that houses all of your content, including your campaigns, notes, and tasks. This means that all of your content, including your email marketing campaigns, is accessible from one place. With larger organizations, this is extremely helpful, as it ensures that everyone is on the same page when it comes to content strategy and execution. Additionally, HubSpot provides analytics so that you can track the success of your campaigns. This is extremely important, as it enables you to identify any problems before they become major issues.
When it comes to creating an email marketing campaign, you should always aim to create an automated email that is triggered based on a purchase event, appointment, or birthday. Only send an email every 3 months or so, as frequent emails to your subscribers may seem too much. Also, when you are first getting started, test different subject lines and messages to identify what resonates with your audience the most.
Setting Up a MailChimp Campaign
If you decide that you want to try out MailChimp, you can do so by visiting their website and following their simple instructions.
Once you’ve signed up for a free account (with a readily available option for those interested in email marketing), you can begin exploring their extensive features. As a beginner, it’s recommended that you use their simple yet effective templates to get started. These templates make it easy for you to send out simple and effective emails that are bound to get results.
Setting Up a HubSpot Campaign
If you decide that you want to try out HubSpot, you can do so by visiting their website and following their simple instructions. Once you’ve signed up for a free account (with a readily available option for those interested in email marketing), you can begin exploring their extensive features. As a beginner, it’s recommended that you use their free option and try out the product before committing to a larger purchase.
Although you can pay-as-you-go for HubSpot, the recommended option is to sign up for a HubSpot license, as this provides you with a free tier that allows you to try-out their platform without any restrictions. Once you’ve signed up for a HubSpot license and downloaded their app to your phone, you can begin exploring their extensive features.
Step-by-Step Guide to Creating an Effective Email Marketing Campaign
Now that you have your desired email marketing tool in mind, let’s begin the process of creating an effective email marketing campaign.
First, you’ll want to decide what you are trying to promote. Do you want to sell a product? Are you trying to get people to join your organization? Or, do you just want to inform your audience about an upcoming event?
Each route will require a different approach when it comes to designing your marketing emails. But, generally speaking, you’ll want to aim for simple language that is easy to understand. Avoid using longer words, as your readers may not have the time to spare in order to understand your message. Also, make sure that you keep your language relevant to your audience. For example, if you are sending an email to someone who is invested in real estate, you might want to avoid using terms like “fluff” and “furthest” in your correspondence.
Subject Line
Before you begin writing your email, you should always consider the subject line. This is the line that will appear at the top of your email when viewed in your subscribers’ in-boxes. Therefore, it is extremely important that you choose a subject line that will make your emails stand out. Simply choose a subject that you think is relevant to the content of the email. If you’re writing to promote a sale, then choose a relevant keyword or terms in your headline that you expect will make your email search-engine-optimized. Additionally, you could try using tools like Subject Line Starters or Hootsuite to find relevant keywords that you might not have thought of.
In our example above, we used Meet Elle from Shabby Apple to craft a compelling subject line for our email. This is an extremely popular tool that provides you with a keyword, along with a list of related keywords and phrases that you can use in your own content. When it comes to choosing a subject line for your email, bear in mind that the line will appear above your content, so be sure that it is appealing and compelling enough to keep your reader’s attention.
Opening
Your opening is simply the first paragraph of your email, which will be displayed in the user’s inbox. This is also the point at which you introduce your email’s content. It is always recommended that you begin your opening with a benefit or value proposition. For example, “Hey [name], here’s a terrific news article about [topic]” or “Just signed up for the [product]? I want to keep learning more about how to be the best [insert title]…”
When introducing your content, always keep your email simple and straightforward. Avoid using long sentences and complex words, as your reader might not have the time to spare in order to understand your content. As above, make sure that your language is simple and relevant to your audience.
Body
Once you’ve introduced your content in the opening, it’s time to move into the meat of your email. This contains the bulk of your content and generally takes the form of a list. Lists are extremely effective in getting people’s attention, as they are often able to hold more information than a typical brain could handle. For example, if you are educating your audience about real estate, you might want to include recent articles that are relevant to the topic, along with perhaps a few case studies or success stories.
Although lists are extremely engaging, they aren’t for everyone. If you are writing to promote a product or sell a service, then go with a straight-up pitch. For example, “You’ll love the new [product]! It’s the best thing since sliced bread…etc.”
Closing
Your closing is simply the last paragraph of your email. It is almost like the flipside of your opening, as it serves as a summary of your message. Your closing should be short and sweet, as your reader will undoubtedly have other emails to check out. So, make sure that you don’t abuse your closing paragraph. Use it to provide a quick call-to-action, along with a link back to your website or social media handles.
As with your opening, your closing should be short and sweet, and try to keep everything relevant to what the reader has just read. Remember that you are not writing to entertain, so keep all the language and content relevant and engaging.
Crafting an email that will work for you can be a tricky business, as there are numerous factors that you need to consider. If you find that your email isn’t getting the response that you’re looking for, then it might be a good idea to try out different approaches. Sometimes, all it takes is a little bit of experimentation in order to get the results that you want.