Email Marketing 101 - Lavish Life Agency
Lavish Life Agency is sharing with you tips on email marketing and how it can benefit your business.
Did you know there are 3x more email accounts than Facebook & Twitter accounts combined? Or that you are 6x more likely to get a click-through from email than on Twitter?
As a savvy marketer, you’ve probably seen the reports that show email has the highest ROI of any marketing channel available and you’re probably keen to start using it to drive sales and revenue for your business.
To get started with email marketing, first ask yourself what you want to achieve. Goal setting will help guide your strategy.
Your goals will influence:
- what campaigns you send
- which content you include
- who you target
- how you measure success
To set the right goals, consider your overall business objectives and how email can help you achieve these.
It's no surprise that more than half of marketers say email is their most effective channel in generating revenue. Email marketing is indeed an incredibly effective way to communicate with your audience and facilitate the path through the sales and marketing funnel, turning strangers into delighted customers. And marketers are continuing to invest more in this channel - the Direct Marketing Association found that 75% of marketers say they are using more email than they were 3 years ago, and Forrester Research said that investment in email marketing is expected to grow from $1.3 billion in 2010 to $2 billion in 2014.
MAPPING OUT YOUR EMAIL WORKFLOWS
Next, consider key moments in your customer’s journey that email could enhance. This will help you map out the email workflows you’ll need.
Using marketing automation, you can program campaigns to be sent automatically when the customer does certain things on your website. These are called behavioral triggered emails.
Key moments in the customer journey that email can improve include:
- Welcome campaigns
- browse and basket abandonment
- thank you for purchasing
- delivery information
- feedback request
- product care guide
- replenishment email
- renewal email
Good email starts with valuable content
Good email marketing starts with the content you're sharing with your subscribers. Put yourself in their shoes and ask, is this something I would want to receive? Remember that your prospects don't care about your company or your product - they care about their challenges and how you can help solve them. So create and share content that they'll find useful and interesting.
Build your email list
There are a couple of different ways you can build your email list, but the right method for each campaign really depends on the goals you establish.
Import a list of known contacts
If you plan to use email to keep in touch with existing customers, then your email list can be built largely by importing your existing customers details into your chosen email marketing tool.
For Campaign Monitor customers, you can either manually upload an existing list (from an Excel file for instance) or you can connect your Campaign Monitor account to the tool where your customer data lives (such as your CRM, accounting, eCommerce tool, and hundreds of others) and automatically sync your customer information into your Campaign Monitor account.
Before you import any contacts though, ensure you have adequate permission to email these subscribers. If you’re not sure, check out our Permissions guide or contact our support team as they’ll be happy to chat with you about permissions and uploading your list.
Build a new list from scratch
If you plan to use email to communicate with an audience whose email address you might not have yet, then you’ll need to start capturing email addresses and building your list from scratch.
Fortunately for you, there is a 2-part formula for building your email list that is followed by many of the most successful email marketers around. The formula is:A valuable incentive + simple subscribe opportunities = large email list
While it is a little bit of a simplification, it’s also just logic. Regardless of how many subscribe opportunities you present to a visitor, it’s unlikely they’ll act without a valuable incentive. And no matter how good your incentive is, you still need to make it simple for people to subscribe if you want to get them to join your list.
The real question is, what makes for an amazing incentive? And how can you make subscribing to your list really simple and easy?
Here are some incentives you could use to entice people to join your email list:
Compelling content – If you have a blog or produce content on your website, then offering to send your best content to subscribers via email is a powerful incentive for them to join your list.
First order discounts – If you sell goods through an online store, then offering people a discount off their first order if they subscribe to your email list is an amazing incentive. Not only does it encourage people to subscribe, but gives them an incentive to purchase as well.
Free or express shipping upgrade – Offering free or upgraded shipping on your customers’ purchase is a great incentive to join your list. Not only is this offer highly relevant – particularly when offered during the checkout process – but being able to get a desirable item into their hands quicker is a powerful motivator for people to subscribe.
Select the type of campaigns you want to send
Let’s take a look at the different types of campaigns and how they can help you achieve your email marketing goals.
An email newsletter is a regularly distributed email campaign that is generally about one main topic of interest. If your goal is to keep in touch with a list of people you already know (i.e. existing customers), then a newsletter is the perfect type of campaign to send. It will keep your business and your products top of mind and drive people back to your website.
A marketing offer email is essentially any campaign you send with the goal of driving a direct response. This can take a number of different forms, including:
- A campaign showcasing some of the latest stock and encouraging people to purchase
- A campaign offering a discount or special promotion on your products or services
An announcement campaign is an email sent to your subscribers announcing a new product, feature, or service. The announcement email is perfect if you want to keep an engaged audience (i.e. existing customers) up-to-date on your latest products or features. While the sharing of information is the primary goal, the email may have the added benefit of driving people back to your store or website where they can make a purchase.
DESIGNING YOUR FIRST CAMPAIGN
Once you’ve decided on the workflows you need, get started on designing your first campaign.
Here’s a step by step breakdown of what to you need to do:
Consider device type
Does your audience mainly use mobile, desktop, or tablet? Make sure you design your emails with this in mind. All emails should be responsive, but it helps to know where they are likely to be opened so you can optimize for this.
Decide on your message
Next up, decide on whether your message will be:
- A notification
- A marketing message
Defining your message will help you design an appropriate format for the email.
Write your copy and source images
Now comes to writing your copy. Think about how you are going to grab your audience’s attention and influence what they do next.
The elements you have to play with include:
- subject line
- body copy
- calls to action
To complement your copy and increase engagement, source eye-catching images that emphasize your message.
Work on your design
When creating your design consider how users will interact with it. For example, if they are reading it on mobile are the key elements within reach of their fingers?
Key design elements to consider include:
- calls to action
A/B test send times
Once you have written, designed, and proofed your email, it is time to send it. But when should that be? Try A/B testing send times to figure that out. A small percentage of your emails will be split across different times. The rest of your emails will be sent to the winner.
Thanks for reading! Hope this blog helped you understand email marketing and how to start campaigns.
Lavish Life Agency