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Best Email Strategy For Beginners

An email strategy for beginners: You see them everywhere, emails begging you to open their newest product and make a purchase. eTemplates is the best place to shop for your emails. In this blog post, I’ll show you the best email strategy for beginners. 

Before you can start your email marketing strategy, there are some things that you need to know. If you are looking for the top five best email tips for beginners, then continue reading. You will learn and understand what is needed for an email marketing strategy to help gain success in your online business or program.

What is Email Marketing?

Email marketing is the act of sending promotional messages to people in mass quantities. It typically is to generate sales or leads and it may contain advertising.

Remember: You’re a Guest in Their Inbox

People are inundated with interruptions, pitches, and advertisements everywhere they look.

Though you might think your email is special. To the reader, your email is one in a million—and not in a good way.

This is why it’s important to remember where you are and use good manners.

Getting into someone’s inbox is like being invited to their home for dinner. If they ask you to take your shoes off, you respectfully do so.

It’s the same with email marketing, so before we begin I’d simply like to remind you to be on your best behavior at all times and remember… you’re a guest in their inbox.

Now, let’s talk about how to build your email marketing strategy from the ground up.

How Does Email Marketing Work?

Email marketing is one of the top-performing strategies, in no small part because it’s fairly intuitive and often automated.

In its basic form, an effective email marketing campaign requires three essential elements:

1. An Email List

For you to pull off successful email campaigns, you need an active email list. This is a database of email contacts who have expressed interest in receiving marketing communications from your brand.

There are many ways to build an email list. One of the easiest is to create a lead magnet (also called an offer) your target audience is interested in, like a coupon, in exchange for their email addresses.

2. An Email Service Provider

An email service provider (ESP), also known as an email marketing platform, is software that helps manage your email list. It also helps design and execute automated email marketing campaigns.

Using an ESP allows you to automate actions triggered by your target audience’s behaviors. These enable you to personalize each interaction with them, meaning engagement and conversion rates generally improve.

3. Clearly Defined Goals

You can use email marketing to achieve many business goals. For example, you can use email marketing to:

  • drive sales
  • boost brand awareness 
  • generate and nurture leads
  • keep customers engaged
  • increase customer loyalty and lifetime value

To execute an effective email marketing campaign, your email list, ESP, and goals must align. Then, you can get to work.

The first step is to segment your email list according to subscriber demographics or actions.

Next, create an email or series of emails designed to get consumers to do something (your goal).

Finally, use your ESP to send emails and monitor the campaign automatically.

Advantages and Disadvantages of Email Marketing

Just like any other marketing channel, email marketing has pros and cons. Let’s briefly dive into some of the more significant ones:

Advantages of Email Marketing

Email Is Permission-based

When a customer trusts you with their email address, it’s the virtual equivalent of being given the keys to their house. Gaining permission to enter rather than showing up uninvited increases the chances of engagement and conversion.

Affords You Direct Access to Your Audience

You can communicate directly with subscribers on their schedules. In addition, because people check their emails daily, your email is likely to be viewed.

Gives You More Control

With most other marketing platforms, you don’t own the platform. If the platform ceases to exist, all your hard work sinks with it.

With email, you own the relationships you forge with your subscribers.

More Personalization Capabilities

You can use demographic or psychographic data to create personalized and hyper-targeted campaigns. Research shows segmented and personalized campaigns increase revenue by as much as 760 percent.

Measurable

Measuring the effectiveness of a marketing campaign is crucial, and automated email marketing makes measuring your campaign a breeze.

Scalable

Email marketing campaigns can scale without putting a strain on your resources or compromising quality.

Disadvantages of Email Marketing

Tough Competition

Standing out in a cluttered inbox can be quite a challenge. You have to be creative to ensure your emails get noticed and opened.

You Need an Email List

With email marketing, you must already have an email list for your campaigns to be effective.

Tricky Rules and Regulations to Navigate

There are a lot of rules governing the use of email for commercial purposes. Common examples include GDPRCAN-SPAM, and CCPA. All of these state you can’t send unsolicited emails.

Unfortunately, some subscribers also report your emails as being spam even after they subscribed to the list. As a result, your sender reputation takes a hit.

Delivery and Deliverability Issues

Getting your email to land in receivers’ inboxes is not guaranteed. To run effective email marketing campaigns, you must contend with delivery and deliverability issues.

What are the 11 key benefits of email marketing?

Before you decide to invest in email marketing, it’s worth learning about its advantages. These are 11 of the main benefits that make email marketing the perfect choice for your digital marketing activities.

1. Low cost

Let’s start with the most important aspect – how much does email marketing cost?

To run professional email campaigns, all you need is an email list, a basic strategy, and an email marketing software provider that’ll help you run your campaigns.

Most professional email service providers, like GetResponse, offer several plans based on the size of your email list (number of subscribers.)

For example, the GetResponse Free plan doesn’t cost you a dime for up to 5,00 contacts with unlimited sends and provides key features like email marketing, website builder, web forms, and landing pages.

As with most marketing tools, you’ll see that some are more affordable and others are more high-end. In most cases, this is related to the type of audience they’re targeting and the number of features that are included in the platform.

We’ll look at the most popular email marketing services and how you can choose one later in this article. And if you’d like to practice while you learn, sign up for the GetResponse Free plan. On top of its email marketing features, it gives you limited-time access to its premium features and you don’t need to provide your credit card details.

2. Full control

You have full control over your email marketing communication.

You can:

  • design your assets (e.g. web forms, emails, and landing pages)
  • decide on the kind of email marketing campaign you want to run
  • segment your email list for precise targeting
  • tag your contacts for better personalization
  • build email automation workflows that’ll help you deliver even more targeted emails at the most optimal time

The only thing you can’t fully control is your email deliverability, but if you follow email marketing best practices and engage your audience effectively, you won’t need to stress over your emails missing the inbox.

Speaking of inbox placement, it’s worth mentioning that the global average inbox placement is around 83%, according to the Return Path Deliverability Benchmark report.

Global inbox placement according to the Deliverability Benchmark Report 2020 from Return Path.
Deliverability Benchmark Report 2020. Source: Return Path

Compared to other digital channels where the organic reach is heavily dependant on the ever-changing algorithms, this result gives you a much better chance of reaching your audience with your marketing communications.

Read more:

3. Precision

One of the key benefits of email marketing is precision.

Unlike with other marketing channels, when you send an email marketing campaign you’re targeting people who you already know and have their details in your contact list.

They got there through one of your contact forms on your blog post, attended a webinar you organized, or maybe downloaded an ebook you were promoting.

While doing so, they not only gave their contact details but also showed you what topics they’re interested in.

In addition, if you’re using an email marketing service, say GetResponse, you get access to a variety of data that you can use to send even more targeted campaigns.

Starting from the basics, you can target specific segments like new subscribers, existing customers, or your most loyal customers.

When you decide to dig deeper into the analytical dashboards available, you can target specific email accounts that clicked on your call to action or visited your website but didn’t end up converting.

And when you want to turn it up a notch, you can even run a/b testing campaigns to analyze which individual elements in your marketing campaign (e.g. subject line, call to action, offer) drive sales and which ones detract users from your key goal.

Example of an email marketing A/B test and the resulting open rates and click-through rates it generated.
Example of an email campaign A/B test and the results it generated

4. Ease of use

Creating an email marketing campaign is simple.

You can design your email templates, signup forms, and marketing automation workflows with intuitive drag and drop editors that are available either as standalone tools or built into an email marketing service.

And if design isn’t your thing, you can just use ready-made templates to set up your first email marketing campaign in next to no time.https://www.youtube.com/embed/G-_jPrP4Ksw?feature=oembed&enablejsapi=1&origin=https:%2F%2Fwww.getresponse.com

5. The preferred marketing medium

According to both the DMA and Adobe, most people prefer to be contacted and receive offers from companies through email rather than other channels.

The results of these studies make perfect sense since well-designed marketing emails are relevant and non-intrusive – emails wait in the inbox and subscribers decide when’s the right moment to open and read an email. And if they no longer want to receive the content, they can unsubscribe in just a couple of clicks.

How consumers prefer to receive offers from brands.
2018 Consumer Email Survey report. Source: Adobe

6. You can reach mobile device users

The percentage of email opens on mobile devices continues to grow. According to our Email Marketing Benchmarks report, desktop opens make up 45.69% of all email opens, followed by mobile opens at 34.31%, and webmail opens at 20%.

This means that you can reach your customers and influence their buying decisions wherever they are. You can also integrate your online and offline marketing e.g. by collecting email addresses at events or during shopping at a brick-and-mortar location.

Image showing the GetResponse Preview feature that lets you compare what your email templates will look like on different devices.
GetResponse preview feature lets you test what your email templates will look like on different devices

7. Email is an owned medium

Traditionally, digital marketing strategy is divided into paid, earned, and owned media. Email falls into the owned media category (unless we’re talking about sponsored mailing). It means that your business has full control over this online channel.

In fact, over time, your email list becomes your greatest online marketing asset: a massive database of people who want to hear from your brand.

If you use professional email marketing services, your emails will reach almost everyone on your email list as opposed to e.g. social media, where you cannot control your organic reach. That’s why investing too much in social media following is often called building a house on rented land.

The Digital Marketing Mix - earned, paid, and owned media.
The Digital Marketing Mix. Source: SEJ

8. Targeted and personalized communication

You can collect relevant information from your contacts along the subscription process and use it to tailor the communication to their needs and preferences. Based on the data you can create segments of people sharing common traits and deliver them content that’s relevant and builds customer loyalty.

Your subscribers will stay on your list as long as they see value in your communication – that’s why over time you can build a big email list that brings impressive revenue.

Example of a personalized email summing up users' activity.
Example of a personalized email that sums up users’ activity in the app

9. Easy to measure results

You can gain full control over your email marketing efforts by integrating your email marketing software tool with online analytics tools such as Google Analytics. Just add UTM parameters to your emails and you’ll know exactly which email, subject line, or call to action button brought you the best results.

You can control the performance of individual emails in your email marketing tool’s statistics panel and then track user behavior on your website. You can set goals for individual email campaigns, track conversions, and measure the ROI.

Email analytics reports in the GetResponse Mobile App.
GetResponse Mobile App lets you track your campaigns even when you’re on the go

10. Fully automated

With marketing automation, you can build custom workflows for your campaigns. You can easily create any kind of automated email marketing campaign by using a drag-and-drop editor to program the communication flow with the available conditions, actions, and filters.

Building a simple marketing automation workflow in GetResponse.
Building a simple marketing automation workflow in GetResponse.

11. Excellent return on investment

Email marketing keeps on bringing the highest return on investment of all online channels. This is something we’ve seen first hand & that came out in the study we’ve conducted along with Smart Insights (see the chart below). This results from all of the factors mentioned above. If you run and measure your email marketing activities the right way, they’ll become a proven source of revenue for your business.

Effectiveness of marketing channels - study by GetResponse and Smart Insights.

Conclusion

Email is still a great way to make money. It’s easy, quick and profitable. But the problem is that most newbies find it difficult to succeed without the right email strategy under their belt.

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