How To Start An Email Marketing Campaign

how to start an email marketing campaign

As we continue our never-ending journey through the world of digital marketing, it was only a matter of time until we hit upon email marketing.

While SEO and content marketing tend to get all the attention and PPC and Social ads get all the money, it can be easy to forget just how omnipresent email marketing is in our lives.

By the time you finish this article, take a look at the number of emails you received from the time you started to the time you ended.

How many did you receive?

And how many of those emails are actually marketing devices.

Inbound marketing–which refers to marketing indirectly to people via websites, content, and videos they watch naturally–exploded in popularity in the past twenty years in large part due to the success companies have had with email marketing.

Let’s just look at the numbers.

Email Marketing by the Numbers 

-82% of B2B and B2C companies use email marketing technology such as MailChimp.

-81% of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted email.

-The return on investment (ROI) of email marketing is 3800%.

Basically, everyone is using email marketing and when done correctly, it works extremely well.

When you mention the word “email marketing,” images of annoying emails probably pop into your head.

But think about it. How many emails a day do you open from companies, be they news sites, product sites, or service agencies?

In fact, the best sign that your email marketing campaign is working, outside of achieving your KPI goals, is when people are opening and reading that email (something you can easily monitor using a platform like MailChimp.)

And believe me, getting your customers or users to open emails is far harder than you may think.

Alongside all the emails you do open in a day, how many do you trash or block using spam filters? 

So when introducing email marketing to your marketing arsenal, keep these steps in mind.

How to Start an Email Marketing Campaign in 4 Steps

  1. Why Email Marketing?                  

That’s the first question you should ask yourself when debating whether to run an email marketing campaign.

In fact, depending on the type of home business that you own, you might already be using email quite a bit to communicate with your customers, whether it’s an email receipt for a product purchased or answering user questions. 

By looking at the role that email already plays in your day-to-day business, you’ll start to get a sense of what value you already or can provide to users via email. 

Once you do that, think about the feedback you’ve gotten so far from users.

If you publish content on a daily basis, chances are your readers would like the option to subscribe to a newsletter that you put out daily or once a week depending on how much content you produce.

Give your users the option to choose how often they receive your content, be it a monthly company newsletter, a weekly summary of the content you produced, or a daily bulletin. 

  2. Give Your Users The Power 

The key is to let your audience choose the regularity with which they receive your content. It’s when you start over-saturating your audience that you’ll start to see your unsubscribe skyrocket. 

But it’s not about frequency. You need your users to want to give you their email.

And never forget…

  3. Never Sign Up People Without Their Consenthow to start an email marketing campaign

This should be a no-brainer, but you’d be shocked at how often people break this rule.

Then again, maybe not because you’ve surely received spam at one point or another (or a couple hundred per day if you haven’t been careful with your email address.)

But when you start an online business, it can be easy to want to assume that your friends and family will want to receive emails from you, right?

Not to mention that customer who always buys a lot of product but never signs up for your newsletter, right?

No, absolutely not.

And there are surely some situations where you won’t get in trouble but never forget: it’s against the law to sign up people for your email against their will, so give them a reason to want to receive an email from you.

  4. Have a Unique Visual Identity

As we discussed in our article about branding, developing an instantly-recognizable “look” across your websites and emails is essential to establishing a long-lasting brand.

When designing that first email of your future email marketing campaign, take your time and consider hiring a professional designer.

After all, if you’re putting the time into making a daily newsletter or long-term lead nurturing campaign, don’t skimp on the chance to create a visual identity all your own.

If hiring a graphic designer is outside your budget, there are countless tools online that are free or cost a low monthly subscription that allows you to choose from a wide selection of templates that you can alter with the colors and fonts and images that help define your brand identity.

There are many further steps to take with improving your calls to action and refining your email marketing goals and strategies.

But by keeping the above steps in mind, you can establish a strong foundation upon which to develop your email marketing identity. 

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