Whether you’re new to the marketing industry or a seasoned veteran, you will always be looking out for new techniques and ways to reach out effectively to your desired audience. An overlooked technique is through email marketing.
When you hear that term you may be thinking about the time you were ‘spammed’ by a retail store you shopped at 3 years ago, but are still receiving the latest trends via email. While it might be a frustration to you, for others it is a key technique to send known customers back to their site and make a purchase.
Now, that example is the implementation of an email marketing strategy. A great strategy will be crafted to send the right message, to the right person at the right time, but where do you begin? Here we have a quick guide on how to create your email marketing strategy in the initial creation stages.
We will be using and explaining some jargon but if you think you need more info on what we are on about, we’ve got a jargon-busting blog for beginners you can have open while you go through.
Step 1: Getting Your Mailing List
First things first, you need a mailing list. What it is, is fairly explanatory. A mailing list is a list of known subscribers/ customers who have given their email address to your business and want to receive your messages. You can gather these contacts by adding email forms to your website, these forms could be a mailing sign up, a newsletter or ebooks. If you can offer something to your potential subscribers, many worthwhile customers will be more than happy to give you their email address in exchange.
Your mailing list needs to give their consent to your business in order for you to send marketing emails. Without their consent, your emails will not be GDPR compliant, which could result in fines. You can do this by adding a GDPR consent box to all of your email forms.
It’s needless to say that building your mailing list is a vital step for your marketing strategy. Once you have collected a good amount of contacts, here is where you can go further and pinpoint your audience in order to create a more concise strategy in the next steps.
Step 2: Audience Segmentation
Once you have your mailing lists, then what? What you shouldn’t do is start sending out broad emails to a list of hundreds or even thousands. Here is when you start to look at the behaviour of your audience and put them into further, more specific groups based on these patterns. This is called the segmentation of your audience.
Segmentation is the next vital step in your email marketing strategy as it categorises your audience so you can send them targeted emails based on how they use your site. The more you segment, the better targeting your emails will have.
Your emails will have the highest relevance to your audience and when they see these emails, they will be more likely to engage with your businesses again. This is a huge benefit for eCommerce businesses, as it can regenerate more sales.
It is clear from the potential engagement or sales that a segmented audience can bring. It must be something that is formed at the very start of an email marketing strategy, in order to be the most effective.
Step 3: Designing Personalised Emails
Once you have the previous two steps sorted, you can begin crafting your emails. With any email automation software, you will have the ability to personalise your emails.
This personalisation is done through the dynamic content of your automation software. Here it will use the information that your contact gave you when they subscribed to your business’s email.
The personalisation of emails can vary, it can be as little as personalising the subject line with your contacts name (which is very effective). Or, you can go far and wide and make specific reference to an item they’ve purchased or items they’ve shown an interest in.
The facts show that around 74% of marketers would say that personalisation in emails improves overall engagement. While it may be a time-consuming effort, the benefits that it can give you will certainly be worth it.
Step 4: Setting up an Email Automation
Now you’re almost ready to implement your marketing strategy. The final steps are to set up your email automations. What is email automation? Well, this fantastic tool will essentially roll out your email marketing strategy, automatically.
If you have gone through every other step, you will know what emails to send out, to who and when. Once this is done, you can create email automations based off of this, so when you are ready to implement your strategy all you need is one click of a mouse… Email sent!
Now that you know the basics to set up your email marketing strategy, why don’t you take our Free strategy plan away with you? You can read it on the go and check off the steps as you move along your strategy journey.