A Beginners Guide to Email Marketing

The Do’s & definitely Do Not’s

So what is Email Marketing?

So what is Email Marketing?

If you’re reading this post, chances are you’re thinking about taking the plunge into the world of email marketing, or you’re already there and you’ve come to a bit of stopping point. 

For those who don’t know, email marketing is:

• An easy way to reach new and existing customers
• A really low cost marketing exercise
• Fun and creative
• Measurable, so you know exactly how well it’s working

Sounds good, huh? We think so!

However, we understand starting out can seem a tad daunting, so we’ve rounded up some of our Do's and definitely Do Not's to hopefully help you on your way.

Do your research

A lot of email marketing platforms vary in cost. Some offer free trials, while others offer free plans with the chance to upgrade, depending on the size of your recipient list.

We tend to recommend MailChimp, as we find it boasts the popular qualities most small to medium businesses would need. But don’t take our word for it, explore for yourself

 

Don’t ever buy your database! 

It’s the quickest way to tarnish your business name and create a whole host of enemies, one being your email provider (who may block you). We get it, you’re human and when offered a quick fix, you’re going to be tempted by that list of ready to pest potential’s.

However, they are far from potential customers. I promise you! Often these lists are jam packed with irrelevant contacts, who will swiftly unsubscribe or bounce back! Not only is this a huge waste of your time and money, it’s not worth the negative backlash and poor response rates. Not to mention, it’s just poor etiquette to spam people!

 

Speaking of spam, let’s talk about subject lines. Do...

be mindful when using certain trigger words such as: Clearance, Cheap and Order Now to name a few. More here. A poorly written subject line is possibly the fastest way to end up in someone’s spam folder. It’s also important to keep your subject lines short, ideally lower than 50 characters.

Often subject lines are cut off (particularly on mobile devices), so be sure to bear that in mind! Our advice; get creative! Use questions, create a sense of urgency, include puns and numbers where relevant; and more importantly tell your customers what’s inside! Don’t keep them guessing by being coy. If your software allows for it, consider A/B testing too! That way you can utilise multiple subject lines, to see which ones get you the best results.


Don’t overwhelm your customers or yourselves

Pick a model that works for you and capitalise on it. It’s pointless setting unrealistic targets of weekly emails, if you’re time poor. Start small, reach out monthly and create a 6 month plan. Have a sale coming up? Great! Planning a big giveaway with online orders? Fantastic, jot them down! It’s all relevant and all worth your customers knowing. But be wary of your valued content vs. your customers valued time. No one likes receiving emails if they bring nothing to the table. 

 

Lastly, Do take an active approach 

Simply pressing send and hoping for the best won’t get you far. Monitor your response rates often and always be thinking of smarter ways to better them. The only way to really know what your customers want, is to ask. Or better still, take your business hat off and starting thinking like a potential buyer. Utilise sites like SurveyMonkey to "Turn Insticts into Insights"


Shaping your email marketing strategy above everything else should be fun. 
If things still seem cloudy or you have questions unanswered, give us a call.

 

Our partners: 

Campaign Monitor
dotmailer
Emailcenter (Maxemail)
MailChimp

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