Is Email mailing a thing of the past?
With all of the talk about chatbots, AI(Artificial Intelligence), VR(Virtual Reality) and video chatting, it may feel like email has outlived its usefulness.
However, if you believe email is gone, you’re missing out on the true statistics. What is the reality? Email marketing is still going high, and it could be the best strategy for growing your business whether its online or offline.
Email Mailing continues to be the most successful marketing method, outperforming social media, search engine optimization, and YouTube.
What is the reason for this? Why is it that, despite all the buzz about new platforms, this decade-old technology remains one of the most successful marketing strategies?
The majority of people use email mailing, according to statistics, and the number keeps growing every year.
Furthermore, you own connections with email marketing, so you don’t have to worry about algorithm changes reducing your scope.
That is why it is more crucial than ever to create an effective email marketing campaign.
But there’s a catch: most people aren’t sure how to do it properly. (You’ve already already seen those people in your inbox list.)
Let’s learn how to start Email Mailing Marketing from scratch.
Before we get started, let me just say that you should always be on your best behavior and note that you’re a guest in their inbox.
Every day people are constantly bombarded with many emails, pitches, and commercials ads. Even if we believe that our email is special, we need to present ourselves in a polite manner.
This is why it’s important to keep track of where you’re going and to be courteous.
Email Mailing: 1. Building our List
We’ll need subscribers to send emails to before you can start our email campaign. So, how do we begin creating your mailing list? Begin by simply asking people to subscribe via a banner on our website or putting a link to newsletter signup on YouTube Channel/ Social media.
Then follow these guidelines.
Offering Value and Incentives
Email addresses as valuable as currency: you wouldn’t give away money for free, would you? The best way to collect email addresses is to provide an incentive/value.
Of course, there are several ways to do this. Some people want to give something away for free(FREE PDF, Video Tutorial, FREE courses, Giveaway), while others prefer to simply send out a newsletter or have product updates.
Some websites has a small form in sidebar that offers daily news and also asks what topics the user is interested in, allowing them to submit more relevant material. Some send fun, interesting updates/motivational/health tips every morning.
You may also include a downloadable PDF, ebook, checklist, or other resources. Another perfect way to get people to share their email addresses is through contests and giveaways.
We can’t tell which direction is best for your business, but having a clear reason when asking for an address is critical. This is where a good call to action and excellent copywriting come into play.
Establish your reputation, clarify the purpose of the newsletters, and entice people to sign up to receive them. Putting up a sign that says “enter your email for updates” isn’t going to pique anyone’s interest. Rather, focus on specifics.
You will get more people to subscribe by sharing a particular call to action or benefit for providing their email address.
Make the benefit you’re offering transparent and appealing, and feel FREE to promote it.
Adhere to Email Marketing Laws and Regulations
You should also ensure that your email adheres to local laws and regulations, such as GDPR and CAN-SPAM.
Don’t be scared off by the legalese; just make sure you don’t buy email lists and use double opt-in options so people are aware of what they’re signing up for. Finally, make unsubscribing as simple as possible.
Email Mailing: 2. Providing Value through your Content
A good email campaign is one where your call to action is strong and your follow-up is consistent.
You’re setting yourself up for failure if you promise to send one email per week but instead send them every day. On the other hand, if anyone expects regular updates or vital product updates and you fail to deliver, they are likely to unsubscribe you.
This is why the first follow-up email is so essential to your email marketing campaign’s success.
Send Out an Welcome or Introduction Email
Here’s an example of Groove Digital welcome email to a new users. It outlines the benefits they are going to offer for new members as well as what you should expect from Groove Funnels.
When you sign up for Ubersuggest, they will also send out a similar email that welcomes new users and explain how to get started with Ubersuggest right away.
Example of a welcome email for Ubersuggest’s email marketing
Take advantage of the option to build an automated welcome sequence that almost all email service providers have.
The first follow-up email should be sent right away to introduce yourself and explain what you want to do with the email address of your new subscriber.
It’s preferable to be long-winded and thorough than fast and unobtrusive, but if you can pull off quick and concise, all the better.
It’s just a matter of living up to their standards from here.
Don't Start Pitching Rightaway
We aren’t maintaining an email list for the sake of it; our goal is to engage consumers and close sales.
However, switching from an email list that offers a lot of free value to one that pitches a product for money can be difficult.
It’s a good idea to plan out your pitching ahead of time if you want to do it well. You don’t want to surprise anyone suddenly with a pitch all of a sudden.
If people expect sales pitches every now and then, your campaign will be far more effective. If you want to get into the habit of selling often, try to put yourself in the shoes of the reader.
Examine your message to see if it matches the goals you’ve set. If at all possible, figure out what the consumer has already shown interest in and give them similar deals in the future.
Those who give blind offers are much more likely to be denied permission to do so in the future.
Again, each company has unique requirements, and there are no hard and fast rules for how often you can pitch or provide material.
Just keep in mind that an email list is a permission asset, so it’s best to err on the side of caution than to take risks.
How to Write a Awesome Email Newsletter
Let’s take a look at the differences between a good and a bad newsletter.
The fact that someone doesn’t remember ever subscribing to receive a newsletter is the first indication that you’ve got a bad one. This usually occurs when businesses fail to maintain a daily email schedule or manually adds someone to their mailing list after receiving a business card or personal email.
Make sure that everybody remembers you—the easiest way to do this is to not let your emails unsent for an extended period of time. So, send at least one per month, or once a week if possible.
The most persuasive newsletters, in my opinion, are those that successfully combine messaging and alerts. Although the email includes a list of product updates and photos, it is balanced out with a personal note or friendly note.
Instead of pitching your reader/customer, use your newsletter to strengthen your friendship with them. Save the pitch for one-of-a-kind announcements, sales, and updates.
Use Email Automation Tools and Software
If you’re just starting out with an email list, you’ll have time to personally reply to each new subscriber. However, if you have more than a few subscribers, keeping up becomes nearly impossible.
You’ll start to see more and more complex email campaign, and it’ll be difficult to keep up with everyone all of the time.
Top advertisers, on the other hand, have everything scheduled In advance. The key to successful Email marketing campaign is email automation.
These tools sends out emails that you have scheduled in advance.
To ensure that your email campaign is a success, you must do a lot of planning before hitting “send.” There’s gathering emails and cleaning your database, as well as creating templates and copywriting email content.
You can avoid worrying about the email campaign being delayed by scheduling a series of emails to send ahead of time.
Companies also schedule out a series of emails that will automatically send out over the course of a few days to a few months, warming up everyone who signs up for your list.
That way, if you need to announce a new product or a launch, you can rest assured that they will listen.
Since you’ve developed a friendship with your readers over several weeks or months, you’re far less likely to offend them.
CRMs, landing page builders, ESPs, and social media managers are also included in all-in-one platforms. The following are some of the most well-known all-in-one tools: Mailchimp, Hubspot, Campaign Monitor, Mailerlite, Omnisend, etc.
Email Mailing: 3. Campaign Analysis and Audience Grouping
Let’s talk about how to take it to the next level as we now know the fundamentals of a successful email campaign.
Using categorization and analytics to fine-tune the marketing campaign and achieve even better results than a standard campaign.
Understanding Email Campaign Analytics
Every email service provider offers free analytics.
Though all of them are important, the open rate, click-through rate, and unsubscribes are the three most important. Let’s take a look at each one and see what we can learn from them.
To begin, your open rate refers to the number of people who have opened your emails. It’s based on a single tracking pixel that appears when someone clicks on your post.
When it comes to email open rates, they typically indicate how well you’ve established a relationship with your readers. People should be eager to read your emails and open them as they see them.
If your open rate is poor, you most likely have a large number of unengaged subscribers. You need to put in more effort to provide value and live up to their expectations.
Next, your click-through rate, or CTR, indicates how many people opened your email and clicked on a link(if any) on the mail.
If your CTR is poor, it means that your message is either not targeted enough or is simply not reaching the intended audience. In this scenario, concentrate on mastering your copy.
Finally, your unsubscribe rate indicates the number of people who have pressed the “unsubscribe” button at the bottom of your email.
If your unsubscribe rate is disproportionately large in comparison to your opt-in rate, you’ve passed the stage of creating value and writing compelling copy… You have a lot of work ahead of you. If this is the case, try to figure out when people leave and take action based on that information.
Pay attention to analytics and work on them.
Restructure a certain automatic email if they’re leaving after receiving it. If they leave after receiving marketing messages, rethink how you present offerings.
If they leave early in your email funnel, you need to make sure your original call to action is in sync with the content you’re sending.
Email analytics are important because, if you pay attention, they can reveal very detailed details about what you’re going wrong.
Segmentation of Email Subscribers
If you’re not familiar with the word, email segmentation refers to the process of segmenting the email list into more specific categories.
Here are a few options for segmenting a wide list:
- Customer list (as opposed to leads that haven’t purchased)
- Regular email list of newsletter subscribers (in comparison to weekly, bi-weekly, monthly, etc)
- Interests, such as marketing or sales subjects, demographics, such as age, place, or job title
- Dividing your list, including targeting in paid ads, allows you to submit more targeted communications.
Some consumers, for example, want product and pricing updates, while others just want to know about new models. Sales team leaders may be interested in learning about a new sales feature, but not in learning about a new marketing tool.
You may send a broadcast only to those who didn’t open your last message (ask them why), or only to those who showed interest, using segmentation (a second pitch).
You can also A/B test names, content, or best practises by dividing messaging among different classes.
As you can see, segmentation isn’t rocket science, but it is time-consuming, which is why very few people do it properly.
If you do, you’ll stand out from the crowd right away.
Know the value of Email List
In marketing, one of the most important tools is your email list, and if you learn how to properly manage it, it can pay for itself several times over.
You will begin monitoring how much money people on your list spend on average over time. This will determine the value of your list.
If a list of 10,000 people typically spends $50,000 on a campaign, and you run two of them each year, you might argue that each subscriber is worth $10 per year.
When you do the math, it’s easy to see how losing hundreds of subscribers could be detrimental to your bottom line.
The Bottom Line
It’s time to rethink your email marketing plan if you’ve been avoiding it.
For marketers who are able to learn how to do it correctly, email marketing has a big payoff. It doesn’t have to be overly difficult.
To begin, keep in mind that you’re a visitor in your subscribers’ inboxes. Your subscribers are only one click away from losing interest in your newsletters. Be courteous, respectful, and helpful.
You’ll need to ask permission when you get started. It is, without a doubt, the best thing to do. It’s also a legal necessity in the age of modern privacy safeguards, such as the EU’s GDPR.
It’ll be important for you to keep your promises. Provide people with what they’ve requested, and send them emails on a regular basis that meet their needs.
It’s all about what fits best for you and your company’s voice and style when it comes to email automation.
Once you’ve mastered the fundamentals, you should move on to email segmentation and analytics. To deliver more valuable emails, start sending various types of emails to different groups of people.
What email marketing strategies do you use to keep your subscribers interested?