Learn how to do amazing email marketing – WAU
Learn how to do email marketing step by step! Eight out of ten companies use this important tool for conversion.
The combination of personalization, great reach, low cost of implementation, effectiveness and clear feedback is what makes email marketing an excellent form of communication to win new customers in any type of company.
In Digital Marketing, email is one of the main ways to create and nurture relationships with a base of contacts. Whether to promote special content (ebooks, whitepapers, infographics), publicize events or webinars, send newsletters or nurture leads, an email campaign is the right option.
To help you better understand this tool, we will show you all the steps on how to do email marketing in your business! Let’s start?
First, did you know that…
- 59% of marketers say that emails are the best way to generate revenue in the B2B market. (BtoB Magazine)
- Emails are the main source of lead generation for 89% of marketers. (Forrester Research)
- The likelihood of you winning a click-throught in an email it’s 6x bigger than in a tweet. (Campaign Monitor)
- When a purchase is the result of receiving a marketing message, emails have the highest conversion rate (66%) compared to social networks, ads and others. (DMA)
- A message is 5x more likely to be seen in an email than on Facebook. (Radicati)
- Email marketing has an ROI of 3,800%. For every R $ 1.00 invested, there is a return of R $ 38.00. (DMA)
- 29% of professionals look at ROI when assessing email efficiency. (DMA)
- 77% of email ROI comes from targeted, personalized campaigns triggered by a user event. (DMA)
- Employees spend an average of 13 hours a week checking their inboxes. (McKinsey & Company)
- 92% of adult users use email, with 61% of them using it daily. (Pew Research)
- 83% of marketers in the B2B market use newsletters for their content marketing strategies. (Content Marketing Institute)
- 76% of marketing teams see considerable growth in their email lists. (Ascend2)
Check out other valuable statistics on email marketing in London with the full report from Email Marketing Trends 2017.
Why use email?
Emails are extremely personal. If a user has provided your email address to your company, it means that they want to receive relevant content about your business, not a lot of spam and relevant information.
By 2017, 1.1 billion email accounts are expected. That’s a considerable number, isn’t it?
Since emails are personal and extremely customizable, they become a valuable tool for creating and nurturing contacts with your leads and customers.
From the moment you submit a series of relevant content to your lists – yes, you must have more than one! – and measures the return generated from these actions, the return on investment becomes increasingly clear, and you can understand which strategies work best for your business.
In short: emails are widely used, they allow customization and help your business to connect directly with your future and current customers.
How to Conquer Email Lists
A good email list is one of the main assets of any company.
After all, you have a compilation of addresses of users willing to receive a message from your company. A great opportunity, right?
A classic mistake that you can’t make here is buying an email list. How are you going to create personalized messages for users you don’t even know?
To win contacts for your list, there are the right tools.
Landing pages offering rich materials are an excellent option.
Ebooks, white papers, infographics, and any other relevant content, can be attractive to get emails in exchange for relevant content.
Forms throughout the blog and website are also indispensable. Encourage your readers to subscribe to your list to receive updates directly in their inboxes.
Likewise, any lead that becomes a new customer has already gone through this process and provided the email address for you. Then, create a personalized list for current customers and enjoy the whole relationship that has already been built with them!
Understand everything about generating contacts and leads with this complete material on the topic:
Content for email campaigns
There are a variety of options when it comes to content for email marketing campaigns.
The first, and perhaps the most obvious, is to use the content of your blog for your campaign.
Whenever you post a new article, send it to your contact list! Of course, as long as they have chosen to receive this type of content.
This is a practice that Neil Patel still practices today. Whenever a new post is published, it sends a message to its entire base.
You can also create exclusive content for your email lists. For example, if you have identified a large trend of students subscribing to your lists, you can create a unique post talking about the job market in your market to help these college students.
Promotional content can also be part of your email marketing campaign, as long as it doesn’t dominate. Sending promotions, discounts and offers to your base is a good idea at specific times, and especially for old customers.
The most important thing is to keep in mind that the content sent needs to be relevant to what your contacts expect!
The secret of successful emails
A good email is a set of several factors, but it all starts with a good layout.
The opening of emails on smartphones has increased by more than 80%, so a responsive layout should be your first concern when creating emails.
This ensures that your message will be loaded correctly on any device.
Soon after, it is necessary to think about the formatting of the content. You can choose to use HTML formats, with plain text, or both.
The previous example of Neil Patel is entirely in plain text. This ensures that it will be loaded by any provider. It is also possible to choose more elaborate layouts, using images and more information, which is quite common in newsletters.
But then, is that it? Almost.
Good emails have killer titles.
A good title is the secret of messages that have high open rates.
A good one headline between 6 and 11 words. The best way to find which one brings the most results, do A / B tests between different titles for the same email.
Whoever gets the highest open rate is the best for your campaign!
Basically, think about creating beautiful, clear and simple emails that suit any device and convey the message easily to readers.
Tools for your email marketing campaign
There are two things that spoil an email marketing campaign: emails that don’t reach your inbox and emails that don’t reach your inbox.
With good titles, quality content and lists with good contacts, the chance of you not falling into SPAM or having unsubscribes on your list fall considerably.
But none of this will help if your message doesn’t reach users.
To facilitate your planning, ensuring that messages are properly delivered – and even helping you measure results – having an email marketing tool is very important.
The most famous of these is MailChimp. He’s a hand at the wheel to create messages and send them to your list.
There are several email templates, and it even creates a text version of your message (if you choose HTML) to ensure that it will be opened by your list.
In addition, it is much easier to measure the rate of receiving and opening emails.
If you use any marketing automation tool like RD Station or Hubspot, all of that is already integrated into it!
Understand how to do email marketing – step by step
Step 1 – Define an objective:
Determine which objectives are to be achieved and keep them in mind during all stages of the process to be able to measure the results that the campaign has generated.
Step 2 – Target your audience
It is important to create a personalized campaign for your target audience. To do this, segment your email list according to the factors that are important to your business or product: gender, age, location, lead, customer, etc.
Also take into account the results of previous campaigns, such as: previous purchases, email open rate, etc.
Step 3 – Offer valuable content to your audience
Relevance is the golden rule for any content.
Before writing an email, put yourself in the position of the person who will receive it and think about the benefits that that content has for your persona.
Create friendly and interesting content that makes people want to visit your site to get more out of it. Be engaging and use simple, personal language. Less is more at this time.
Step 4 – Create an irresistible subject
Although the subject field of your email has a single function – making the reader open the email – don’t overlook it for a second.
After all, it is very important and can determine the success or failure of all your efforts. When creating a subject, try to use between 25 and 40 up to 50 characters, which is the average displayed by provider.
Generate amazing subjects automatically with the Email Subject Generator.
Step 5 – Be aware of the importance of design
Many people are still unaware of the importance and efficiency of good design work. In an email marketing it is essential to retain the attention of those who are reading, ensure that the message is open, generate clicks and sales.
Nowadays, design is no longer just an “artistic work”, and has become an important part of the communication strategy of a product or service.
Design is the main way to attract the attention of the target audience and stand out among the many offers on the market. Investing in a good design created to make a visual impact is fundamental in the set of actions for an email marketing campaign to be successful and have a good return.
Step 6 – Highlight your call to action
Your call to action is your link, the button that will direct the reader to the page you want, and therefore it must be well positioned and very visible. Some tips:
- Keep your call at the top of the email.
- Use colors and contrasts to draw attention to the call button.
- Create a sense of urgency – if the duration of an offer is limited, it encourages the person to act quickly.
- Place your call in a prominent position, isolating it from the rest of the email elements.
Step 7 – Monitor the results
An email marketing campaign does not end when you click the submit button. In fact, much of the campaign’s work comes later.
You need to monitor your email open rate, click rate and conversion rate. This will let you know if your campaign is achieving the expected result and, if not, let you know exactly where the problem is.
An email marketing campaign can bring tangible results to the business.
Emails are valuable both for selling more and for creating and nurturing relationships. Even with the rise of social networks, this is still a personal and personalized way to talk to people who are interested in your business.
Try to create lists with strong contacts, and segment them into smaller ones to be more efficient with your campaigns.
Remember to use simple and responsive layouts, as well as thinking about killer headlines that will captivate contacts to open your message.
Try to rely on automation and email marketing tools to make your life easier!
Measuring results is also an important part of email marketing campaigns. After all, how to find out what’s working?
If you still have any questions on the subject, download our complete email marketing guide!