Email Marketing 101

Email is one of the best tools in your toolbox. It’s a direct line to your audience, for personalisation and high open rates. In this email marketing 101 we’ll go through everything you need to know to create an email marketing strategy that engages your audience and gets results. Whether you’re new to email marketing or looking to improve what you already do, this guide has got you covered.

Why Email Marketing is Important

Benefits of Email Marketing

Email marketing is more than just sending emails to your subscribers. It has many benefits that make it a must have for businesses of all sizes.

Cost of Email Marketing

Email marketing is very cost effective. Unlike traditional advertising channels that require big budgets, email marketing platforms are often very affordable with many free versions. According to the Direct Marketing Association, email marketing can generate an ROI of up to 4,300%. That means for every euro you spend you can potentially earn 43€ back, making it a very profitable channel.

Case Study: A small online retailer ran an email campaign to promote a seasonal sale. By segmenting their email list and sending targeted offers they got 30% more sales than their previous campaign which had no segmentation.

Personal Communication Channel

Email is a personal channel that other marketing channels can’t match. Your message lands in the recipient’s inbox alongside personal emails from friends and family. That level of intimacy builds trust and deepens the connection with your audience. Personalised emails like birthday messages or product recommendations can get a transaction rate 6 times higher than generic emails.

Example: A fitness app sends personalised workout recommendations based on the user’s previous activity data. This has resulted in 50% more user engagement and a big increase in app subscriptions.

Owned Marketing Channel

Unlike social media platforms where visibility is controlled by algorithms, email marketing is an owned channel. That means you have full control over who sees your content and when. You can ensure your subscribers get your messages as long as you maintain high engagement rates to avoid the spam folder. You also have control over metrics like open rates and click through rates which can inform your future marketing decisions.

Stat: According to Litmus, 54% of marketers say increasing engagement rate is their number one priority for email marketing. Utilising the power of owned channels can help you achieve this.

Getting Started with Email Marketing

A Simple Step by Step Guide to Email Marketing

Starting email marketing can seem overwhelming but breaking it down into smaller steps makes it more manageable.

Step 1: Collecting Email Addresses

Before you can send emails you need to collect email addresses. This can be done through various means, such as embedding sign up forms on your website or using pop-ups. Tools like ConvertKit and OptinMonster have user friendly platforms to create these forms. But collecting emails isn’t enough, you need to give visitors a reason to subscribe. This is where lead magnets come in. These can be ebooks, checklists or exclusive content that will entice users to give you their email address.

Pro Tip: Use a double opt-in process to ensure the quality of your email list. This means subscribers have to confirm their email address, reducing fake sign-ups and improving list hygiene.

Step 2: Building an Email Nurture Sequence

Once you have subscribers, the next step is to keep them engaged with a nurture sequence. This is a series of automated emails that guide new subscribers through your content and towards a conversion. For example a nurture sequence for a digital marketing agency might be emails on setting up local SEO, understanding PPC advertising and finally a case study on a successful campaign. Platforms like ConvertKit make it easy to set up these sequences so you can “set and forget” your initial engagement strategy.

Template Example:

1. Welcome Email: Introduce your brand and set expectations.
2. Educational Email: Share valuable content on a relevant topic.
3. Social Proof Email: Share testimonials or case studies.
4. Offer Email: Present a special offer or discount to convert.

Step 3: Choose an Email Type

Choosing the right email type is key to engagement. There are three types:

1. Email Newsletters: These are great for keeping your audience informed about your latest content, such as blog posts or podcasts. Easy to create and can be templated.
2. Educational Emails: These share valuable content or tips and are great for building trust. For example a weekly email from a financial advisor might include investment tips or market analysis.
3. Promotional Emails: Use these sparingly as they are good for sales. Ecommerce businesses use promotional emails to offer discounts or announce sales events.

Design Tip: Use a responsive email template so your emails look good on any device. According to HubSpot 46% of all email opens are on mobile devices.

Step 4: Write Your Email

The success of your email campaigns comes down to the content and copywriting. The value of your email is in the relevance and usefulness of the information you provide. For educational emails make sure the content addresses a big pain point and offers a solution. For example an email on “how to build backlinks” should provide actionable steps or resources not generic advice. For promotional emails the offer should be strong and the design should be beautiful.

Copywriting Tip: Write in a conversational tone in your emails to make them more relatable. Avoid jargon and keep it simple and direct.

Step 5: Craft a Strong Subject Line

Your subject line is the first thing your recipients see and has a big impact on open rates. A good subject line is short, interesting and relevant. It should pique curiosity without being misleading. According to Campaign Monitor subject lines with 6-10 words have the highest open rates. Try different styles and see what works best.

Examples of Subject Lines:

• “Get Your Free Guide to SEO”
• “Exclusive Offer: 20% Off Today”
• “How to Double Your Email Open Rate in 1 Week”

Step 6: Track Your Email Stats and Optimize

Tracking your email performance is key to improving. Focus on open rates, click through rates and conversion rates. Tools like Mailchimp or HubSpot have analytics to help you see what works and what doesn’t. Use this data to test different parts of your emails, subject lines, content styles and send times.

Analytics Tip: Set up A/B tests to compare different versions of your emails. This will help you see what works best with your audience.

Step 7: Set a Regular Send Schedule

Consistency is key in email marketing. Set a regular schedule that matches your audience’s habits. For example if your audience is business professionals sending during the workweek may work better than weekends. Use A/B testing to find the best send times and frequency for your audience.

Frequency Tip: According to GetResponse the optimal email frequency for most businesses is 1-3 emails per week. But this can vary based on your audience and industry.

Advanced Email Marketing

Email Marketing Tips

Once you have a basic strategy in place these tips will help you take your email marketing to the next level.

Tip #1: Optimize Your Send Time

The timing of your emails has a big impact. According to CoSchedule Thursdays are the best day to send emails but this can vary based on your audience. Try different days and times to see what works best for your subscribers.

Timing Tip: According to Experian emails sent on weekends have higher open rates but lower click through rates. Consider your audience’s behavior when scheduling sends.

Tip #2: Clean Your List

A clean list is key to high deliverability. Clean your list regularly to remove inactive subscribers or those who haven’t engaged with your emails in a while. This will help maintain a healthy sender reputation and keep your engagement rates high.

Cleaning Tip: Use a re-engagement campaign to win back inactive subscribers before removing them from your list. Offer an exclusive deal or ask for feedback to re-ignite their interest.

Tip #3: Make Your Emails Mobile Friendly

Over 50% of emails are opened on mobile devices so make sure your emails are mobile friendly. Use responsive design templates and keep your content short and sweet on smaller screens.

Design Tip: Test your emails on multiple devices and email clients to make sure they render correctly. Use tools like Litmus or Email on Acid for full testing.

Tip #4: Promote Conservatively

While the end goal of email marketing is to drive sales, too promotional emails can lead to subscriber fatigue. Balance your content with a mix of valuable insights and occasional promotions to keep your audience engaged.

Promotion Strategy: Follow the 80/20 rule—80% of your emails should provide value and 20% can be promotional. This will build trust and keep your audience engaged.

Tip #5: Reply to Emails

Encourage two way communication by allowing subscribers to reply to your emails. This will build trust and give you valuable feedback on your content and offers.

Engagement Tip: Add a personal note to your emails asking for replies. For example “Got questions? Hit reply and let us know!”

Choosing the Right Email Marketing Software

Email Marketing Software Options

Choosing the right software is key to running your campaigns.

ConvertKit: For Creators and B2B

ConvertKit is designed for creators, with tools to build sequences and segments. Its Creator Network allows cross promotion with similar audiences to expand your reach.

Pricing: Free up to 1,000 subscribers, 29€/month after that.

Feature: ConvertKit’s automation builder is easy to use, no technical expertise required.

Klaviyo: For Ecommerce

Klaviyo is for ecommerce businesses, with tools to send personalized emails based on customer behavior. Integration with ecommerce platforms makes it a great choice for online stores.

Pricing: 20€/month for up to 500 subscribers, then additional costs based on number of subscribers and emails sent.

Feature: Klaviyo’s predictive analytics can predict future sales and customer lifetime value so you can make data driven decisions.

Mailshake: For Sales Teams

Mailshake is for sales teams that need a platform for cold outreach and follow up emails. It has features like LinkedIn automation and integration with CRM tools.

Pricing: Mailshake’s plans start at 59€/month, for sales outreach and automation features.

Feature: Mailshake’s lead catcher allows you to manage replies directly within the platform, so your sales workflow is streamlined.

Grow Your Email List

How to Get More Subscribers

Make Your Lead Magnet More Relevant and Valuable

A good lead magnet is what attracts subscribers. Make sure it addresses a big pain point and offers immediate value. A free tool that automates a boring task is more appealing than a generic ebook.

Example: An online course provider offers a free mini course as a lead magnet. This attracts subscribers and gives them a taste of the full course so they convert at a higher rate.

Optimize Your Website with On-Page CTAs

Strategically placed CTAs can increase your subscriber rate. Add them to blog posts, sidebars and exit pop-ups to grab visitors attention.

CTA Tip: Use action oriented language in your CTAs, like “Get Your Free Guide” or “Join Our Community Today”.

Subscriber Referral Program

Encourage current subscribers to refer others by offering incentives. A tiered referral program can reward subscribers with exclusive content or discounts for each referral.

Program Example: A newsletter offers a free month of premium content for every three referrals a subscriber makes. This grows subscribers and loyalty.

Subscriber Only Content

Offering content only to subscribers can increase the value of your emails. Promote this on social media or other channels to get new subscribers.

Content Idea: Host a live webinar or Q&A session only for email subscribers. This is value and will get people to sign up.

Partner with Other Creators

Partner with creators who have your target audience. A newsletter swap can get your content in front of a bigger audience and grow new subscribers.

Partnership Tip: Choose partners with complementary not competing products or services to get the most out of the partnership.

Need More Help with Your Email Marketing Strategy

How to Get More Help with Your Email Marketing Strategy

Feeling overwhelmed? There are resources available to help. Contact us at Newdigital; we offer expert services in email marketing, SEO, and more. Connect with peers and receive direct feedback from experienced marketers to gain valuable insights.

Resource: We provide monthly accountability calls with entrepreneurs, offering personalized guidance and support.

Conclusion

Summary and Next Steps

Email marketing is a powerful tool when used correctly can grow your business big time. By following the strategies in this ultimate email marketing guide you can create campaigns that resonate with your audience and get real results. Start by setting up your email marketing platform, get your first subscribers and start creating content. As you refine your strategy with analytics and feedback you’ll be well on your way to email marketing mastery.