Email Marketing for Beginners Guide
Email Marketing for Beginners Guide
Email marketing has a long history, with Gary Thuerk, an employee of the US computer company Digital Equipment Corporation in 1978, sending email ads to about 400 customers. It is said that it was the beginning. The sales that Mr. Sark made in this advertisement are worth 13 million dollars (about 1.35 billion yen). The results show the great potential of "email" as an effective marketing tool.
Today, email marketing is known as one of the most effective ways to promote your brand and engage with prospects and customers. Since Mr. Sark sent an email, the content of the campaign has evolved over time from "broadcast email" to "targeted strategic email delivery." In this article, we will explain what email marketing is for beginners in an easy-to-understand manner, and explain in detail how email marketing can be used to improve business growth and engagement.
What is email marketing?
Email marketing is one of the effective digital marketing strategies for delivering emails to prospects and existing customers. It can be used for a variety of purposes, including earning conversions, promoting products, and increasing brand interest and loyalty.
Although not a novelty, email is a major strategic channel that works for any industry and is one of the promising ways to reach new customers. In fact, research shows that the company that delivered the marketing email earned an ROI (return on investment) of $ 42 on average per $ 1.
Benefits of email marketing
Emails delivered as part of marketing can serve a variety of purposes for a company or organization, depending on the content they deliver. The main advantages are as follows.
Promotion of products and services
Build engagement with your brand
Directing traffic to your website
Convert from prospect to customer
Improving customer loyalty
Email is an advantage over other marketing tools because it is a channel that allows you to communicate directly with your customers. The reason is SNS. Your feed for prospects who aren't your followers doesn't always show your SNS posts. If it's an email, it will reach your email inbox directly, increasing the chances that it will catch your eye. Email can also deliver different messages based on the individual tastes and needs of the subscriber. Compared to "one-to-many" type general-purpose campaigns, individual-focused email communication is far more likely to lead to conversions.
Types of email in email marketing
From automatic emails to weekly emails, you can take advantage of different types of emails depending on what you want to achieve. You can combine these to create a comprehensive email marketing strategy.
Email campaigns can send emails to achieve specific goals, such as promoting special offers, encouraging downloads of product/service materials or ebooks, or encouraging new registrations for free trials. ..
An e-mail newsletter is an e-mail sent continuously to subscribers for regular information sharing. You can be informed of the latest blog posts and examples, the latest product information, product progress and achievements, and upcoming event information.
Email marketing automation is an email that is automatically sent based on predefined triggers. For example, send a welcome email to newly registered users, a congratulatory email to users celebrating their birthday, and a reminder email to users who are stuck with products in the cart. It will be sent automatically. You can also take advantage of drip campaigns that serve to foster customers and encourage purchases. Wix Ascend allows you to strategically set the delivery of auto-reply emails regardless of the type of email.
Automated transaction emails are another effective form of marketing automation that is automatically sent after a particular transaction. It will be automatically delivered when an action (transaction) such as order confirmation notification, delivery status notification, reservation, or event reminder is completed. These emails are very simple, but they play a very important role in gaining the trust of customers, especially in online shops.
5 Steps to Get Started with Email Marketing
Now that you understand the basics of email marketing, let's learn how to create effective marketing emails in five simple steps.
Choose an email delivery service
Segment your audience
Create compelling content
Optimize your campaign
01. Create a mailing list
The first step to getting started with email marketing is to get readers. Keep in mind that you need permission from the user to use your email address. Purchasing mailing lists is something you should avoid, and most email marketing companies have strict policies that require permission to use them. It is also necessary to ensure compliance with local applicable laws such as the CAN-SPAM Act of the United States, the General Data Protection Regulation (GDPR) of the EU, and the Anti-Spam Act of Canada (CASL).
With this in mind, the best way to get readers is to use the "voluntarily ask users to subscribe" tactics. One method is a lead magnet. Lead magnets are a method of attracting customers just like magnets by offering benefits such as your content and free samples in exchange for the email addresses of prospective customers. Rather than offering products free of charge, it is common to provide digital materials and services that can be created at a relatively low cost using your expertise, such as:
ebook
Webinar
Useful materials
Business Toolkit & Guide
consulting
coupon
Once you've decided on a lead magnet, add a subscription form to your website to encourage visitors to sign up. The trick is to place her CTA, which is an eye-catching headline that users will want to subscribe to and that they will want to click on. For example, you can set up a CTA "Download Now" for a document entitled "Email Marketing Complete Strategy Checklist". Place fields next to the CTA button to enter the subscriber's name and email address.
Subscription forms can be strategically placed on your site in a variety of ways, including pop-ups, sidebars, and blog posts.
02. Select an email delivery service
Email marketing involves managing a large number of subscribers, sending targeted messages, analyzing email metrics, and much more. That's why it's important to choose a good email delivery service that can manage all your work smartly. Compare the major services below and choose the one that suits your needs.
MailChimp
Moosend
GetResponse
ConstantContact
SendInBlue
Wix's email marketing feature is a useful tool that works seamlessly with your website. It has built-in access analysis functions such as email open rate, views, and click statistics, and you can analyze the performance after email delivery. You can also customize the email design as you like, so you can create full-fledged branded emails and effectively approach your audience.
03. Segment your audience
Once you have an email delivery service and a mailing list, categorize your audience based on their interests, characteristics, and behaviors. This process is called "segmentation" and helps to communicate more specifically to the individual tastes of the user. With proper segmentation, you can deliver emails that directly affect your target's desires and needs.
The categories for classifying subscribers are as follows.
Demographic: You can understand the needs and interests of users from factors such as age, gender, and income.
Geographical location: Information about the country or region in which your audience resides helps you create content based on different interests, languages, and cultures around the world.
Website Behavior: You can narrow down your audience's interests and build better targeting strategies from data that shows how your users interact with your websites, such as the pages they visit and the products they browse.
Purchase history: Based on the details of the product purchased by the customer, you can take different approaches for one-time buyers and repeaters, or change the content of the message according to the customer's interests.
Purchase Amount: Knowing how much a customer has paid on your site allows you to set a reasonable and affordable amount for your customers and predict what products they are likely to purchase. Helps to do.
Position in the marketing funnel: You can create an email according to the situation of each user, such as a new user who has just subscribed, a user who is in a basket drop state, etc., and finally guide to the purchase.
Personal interests/preferences: You can collect information about each user's interests through profiles created by users on the site and products added to favorites to better understand individual preferences.
It is important to target as accurately as possible when sending an email. This is also the case when approaching a large audience with a mass email. By using categories like the ones above to create different email campaigns for different audiences, you can deliver more relevant and compelling content to each audience.
04. Create compelling content
Now you're all set to start your email marketing campaign! The next step is to create content.
Regardless of the type of content you create, such as auto-delivered messages, e-mail newsletters, and announcements about new products, there are certain rules for content creation. First of all, keep in mind that the goal of the distribution is "to make subscribers want to read" when they reach it. The point is to carefully create emails that are truly valuable to your audience so that they are not considered suspicious or junk emails.
For example, it's also helpful to provide subscribers with perks and information that will please them, such as actionable tips, exclusive content, and seasonal coupon codes.
The body of the email must also provoke engagement from the user. Build relationships by talking to your audience (listing your name, using a second person, etc.). It's also a good idea to mix warm expressions and humor that will help you understand the personality of the person writing the email. Ideally, it should give the impression that the email has arrived from a trusted "friend" to the user, not just as a business. The official Wix blog also publishes tips for marketing and content creation, so please refer to it when writing marketing emails.
05. Optimize your campaign
Once you've created and sent your email, you need to analyze the results and continually optimize your campaign. Wix's email delivery feature allows you to see evaluation criteria on the report screen that are useful for analysis.
Among them, the indicators that should be confirmed are as follows.
Delivery rate: This shows the percentage of delivered emails. If the email is not delivered, it is possible that the recipient's email address does not exist. Good if the delivery rate is 95% or higher. If this is less than this, organize your subscriber list and remove invalid addresses.
Non-delivery rate: The opposite of the delivery rate, which indicates the percentage of emails that could not be delivered. High non-delivery rates can compromise your credibility as a source and risk filtering or blocking your IP. Organize your mailing lists regularly to increase reader engagement so your emails aren't classified as spam.
Open rate: This shows the rate at which the subscriber opened the email. From this percentage, you can tell if the user was interested in the message. If your open rate is low, think about how you can improve your content, such as refining your email content, targeting your audience more accurately, and devising a subject that catches your eye.
Click-through rate: An index that shows how many users clicked the link in the body of the email. Also, if you have multiple links, you can see which link was clicked the most. If your CTR is low, you can improve your audience targeting more strategically, or replace it with a CTA that offers more conversions.
Spam Report: Indicates whether the email you delivered was marked as Spam. To avoid this, double-check that your subscriber list is a "valid" list of people who have agreed to receive content from you. Keep the open rate high and the non-delivery rate low so that you can maintain your credibility as a distributor and not be spam-filtered.
Based on these metrics, it's important to understand what worked for your email campaign and what needs improvement. Use the results of your analytics to improve your email marketing strategy, engage with your subscribers, and drive conversions.
Tips for successful email marketing
Here are some strategies you need to know to optimize and improve your campaign.
Adhere to proper email etiquette: The first thing to consider is sending an email that is pleasing to your readers and enjoyable to read. It's important to express compassion and respect for your subscribers. Send messages only to users who are interested in your business and have subscribed to your email. In addition, it is a rule of thumb to keep promises to users so that they do not send emails with misleading subjects or deliver more frequently than previously announced. Pay close attention to your approach to users so that they do not unsubscribe.
Be careful when delivering emails: Carefully consider when to send emails before setting. There is no definitive answer as to which time zone is most effective. The time to check your email depends on the age, location, occupation, etc. of your audience. However, by finding an effective time zone through A / B testing, you can use the results in future campaigns.
Optimize for smartphones: Recent research shows that about 50% of emails are opened on mobile devices (US). For this reason, it is important to optimize the email layout for smartphones as well as PCs. Adjust the design so that it fits neatly on the screen of your smartphone, such as shortening the subject of the email a little, simplifying the format, and reducing the image size. It is also effective to place her large CTA button so that the user can easily tap it with the thumb.
Add value: Some may have offered some value, such as a free guidebook download or a coupon code, to get users to subscribe to their email. Even after the first benefit, let's provide added value that is beneficial to the reader regularly. It is important to continue to devise ways to please customers, such as his practical tips, member-only content, seasonal messages, and birthday cards. The result is higher engagement and higher brand loyalty.
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