Email Marketing is my favourite Digital Marketing Channel.
According to Campaign Monitor, 59% of Marketers also say email marketing is their biggest source of ROI.
I am not solely driven by ROI because for my subscribers, I am their #BestEmailFriend so if you are just getting started with Email Marketing or want to get better results, here are 4 useful tips.
Before we get into it, let me warn you that I do email marketing differently from most other people. In fact, the only way to understand it is to experience it yourself, so I am inviting you to join my community (Click here to subscribe).
One of my subscribers reached out and asked how to get better results with Email Marketing. I shared these 4 tips with him and I think you will benefit from them too.
If you are already doing it and you want to try something quickly, here are 2 strategies you can implement.
4 Tips to Getting Your Email Marketing Started Right
Define Your objective –
What is your objective for using Email Marketing? I have taught in the past that Email Marketing is a very strong ‘conversion’ channel, and it still is, however you can do much more with it.
Do you want to make money, make friends, communicate with your community, tell stories or share useful information?
Your objective will influence your approach and help you to determine what matters. For example, I get emails from Jumia. They rarely tell stories (and I don’t expect them to). I also get emails from the guys at Morning Brew, and they share amazing information with humor. I actually recommend them (plus I get a free mug too).
Decide on Your Approach –
This is where you need to plan your email communication ‘culture’. Do you want to be funny, lead with stories, go straight to the point or only give excerpts of your content via email and require your subscribers to click?
You are responsible for creating the culture for your email communication. The feedback from your subscribers will let you know what they like and what they don’t like, but decide on your approach and implement your ideas.
Finally, be consistent. Daily, weekly or monthly? Choose the one that works best for you first, be consistent and test the results.
Don’t Spam others –
Permission-based email marketing will deliver results. It is easier (and the right thing to do) if people sign up by themselves. Do everything you can to attract the people that are already interested in your product, services or industry.
Data-Driven Approach –
Email Marketing, when done correctly has so much data that can give you relevant insight to build your business. It is not enough to just ‘send emails’. Look into the data to unlock useful insights.
It is recommended that you use an Email Service Provider like MailChimp, GetResponse, ConstantContact, Drip, ActiveCampaign, etc because they will give you a reporting dashboard to see things like opens, Clicks and in some cases advanced executions like A/B tests or automation.
Last year, I ran a campaign for my subscribers to help me choose my TEDx talk. It was a combination of A/B Testing, Automation, Auto-reply activation and audience segmentation that did the trick.
Campaign monitor released an email marketing guide with the cheat sheet infographic below. It is very detailed.
