You want to do email marketing but you’re not exactly sure what that means? Does email marketing mean you send out emails to your audience? Does it mean you develop content and send it out via email? What about nurturing leads and making sales? All of these questions and more are answered below.
Step one: Set up your email marketing workflow
To start, you’ll need to map out how you’ll execute your email marketing strategy. What steps will you take to grow your audience, build trust, and make sales? The first step is to map out your email marketing workflow.
The idea here is that you’re taking the steps necessary to get your email marketing going, whether you’re ready to use Klaviyo now or not. You don’t want to rush this step and hope you have everything lined up before you start using the tool, because that’s when all kinds of complications can arise. Better to take your time and get it right.
Your workflow should consist of everything from setting up your email marketing software to creating the email campaigns to distributing your messages and analyzing the results. Having a written plan makes it a lot easier to follow and get things done in the right manner.
Step two: Define your audience and goals
The next step in the process is to define your audience and goals. Who are you trying to reach with your campaign? What are you trying to achieve with your email marketing?
You can use the insights gained from your workflow step to define your audience. Look at the demographics, psychographics, and digital landscape of your target audience to pinpoint the type of person you’re aiming to reach with your marketing. You can also use tools like HubSpot to gain an idea of what kind of content your audience is consuming and acting on.
After you’ve defined your audience, you can start to work on establishing your goals for the campaign. It’s important to have measurable goals in mind and work towards achieving them. You can use tools like Google Analytics to track the results of your email marketing campaign to see how much traffic you’re getting and if the content you sent was the catalyst to that growth. Measuring and evaluating your progress along the way will help you determine whether or not your efforts were worth it.
Step three: Choose your platform
Now that you know what you’re trying to achieve with your email marketing campaign, you can choose your platform. Do you want to use a hosted solution like SendGrid or Office 365 to send out your emails? Or would you rather set up a computer program to send out your messages? There are pros and cons to each approach and you need to weigh your options before making a choice.
If you decide to host your own email server, make sure you’re using a reputable service like MailChimp, Constant Contact, or Bluehost to avoid any glitches down the road. You can also use a cloud-based solution like Office 365 or Gmail to get your emails out there quickly and easily without having to worry about server space or maintenance.
Step four: Create the email marketing strategy
The final step in the email marketing process is to create an email marketing strategy. What type of content will you use to draw in your audience? What will you write about? Will you send out a series of emails or one big pushy batch? Make sure you have everything planned before you start drafting your emails. You don’t want to wing it and do the best you can only to find out you’re lacking in certain areas.
You might also want to approach this step as an opportunity to think of a name for your company. If your product is going to have an email list or community of its own, you can use the opportunity to brainstorm for a catchy domain name. Don’t forget about the legal and technical requirements for building an email list as well.
Thought leaders: Consider the role of thought leaders in your business. Who are your thought leaders? What platforms do they use? What are their specialties? Consider finding and engaging with these individuals to provide unique perspectives on your topics. You can also use your email list to promote thought leadership–an increasingly popular strategy among businesses of all sizes.
Step five: Test and refine your email marketing strategy
The last step in the email marketing process is to test and refine your strategy. How does your plan of action look in practice? What worked, what didn’t work? Use your answers to continue refining your strategy and ultimately create an email marketing plan that will serve you well as you grow your business.
To stop emailing and start getting results, you need to follow a series of steps. Starting with a plan is key; it will make it much easier to follow directions and track your progress. Without clear goals and a tested plan, you’re likely to find yourself in the uncomfortable position of chasing your tail, spending your time and effort without realizing significant results.