Email marketing is one of the most popular marketing channels because it’s relatively easy to use, highly effective, and cheap.
Yet, implementing an email marketing strategy can feel overwhelming.
How do you get started? What kinds of emails should you send? What email marketing software should you use? What’s the difference between an average and highly effective marketing strategy?
This guide simplifies email marketing. Whether you’re a beginner or an advanced user, it covers everything you need to know to start a highly successful email marketing strategy with minimal time and effort.
What Are The Benefits of Email Marketing?
If you’re still unsure if you should invest in email marketing, here are a few reasons why it’s a popular marketing channel and how it can help you grow your business.
1. Cost Effective
Email marketing requires very little upfront investment as the only startup cost is the price of the email platform you use, and many of the email platforms offer a freemium version of their product for entrepreneurs just getting started.
Often, the biggest costs involved with email marketing are acquiring email subscribers (though there are plenty of ways to earn email subscribers without running ads) and writing great email copy (though you can also write the emails yourself using our copywriting guide and eliminate that cost entirely).
2. Personal Communication
Another benefit of email marketing is that it’s a very personal form of communication as your message sits directly inside the recipient’s inbox, along with messages from friends and colleagues.
This personalized communication makes it much easier to build trust with subscribers, and depending on how well you craft the copy of your emails, you can establish a very personal relationship with customers at scale.
3. Owned Marketing Channel
A disadvantage of many marketing channels, like social media and even SEO, is that you’re reliant on an algorithm to show your content to followers and new prospects.
Yet with email marketing, you can ensure that each of your subscribers sees your emails as long as you maintain high engagement rates and avoid the spam inbox.
As a result, it’s much easier to pitch products and services through email than any other form of marketing, as you can nurture prospects and ensure they receive each message. It’s also much easier to track open rates and clicks through email marketing than tracking which visitors have viewed specific content on your website or across your social media channels. This data makes it easier to remarket appropriately.
A Simple Step By Step Guide to Email Marketing
To help you get started with email marketing, here’s a simple guide that anyone can follow to set up an email list and get started.
Step 1: Collect Email Addresses
Before you send emails, you need to collect email addresses on your websites.
There are plenty of strategies to earn more email subscribers, but to get started, create a form on your website to automatically collect email addresses.
Many email marketing software platforms offer landing pages and popups as part of their product. For example, ConvertKit allows you to create a landing page or embed a form on your website to collect email addresses:
Alternatively, you can use a tool like OptinMonster to create a popup or embed form on your website. OptinMonster also integrates with many email marketing tools.
Once you have an email popup in place, you need to create an incentive for people to opt into your email list, as most people will not join unless there’s a strong incentive to do so.
Therefore, create a lead magnet, like an ebook, a checklist, or a cheat sheet that would help your target customers and allow them to download it in exchange for their email address.
Here’s a great example of a lead magnet for a nature and wildlife photographer. After signing up for the ebook, subscribers receive a nurture sequence that eventually leads to a pitch for a course on wildlife photography.
Step 2: Build An Email Nurture Sequence
After someone joins your email list, it’s important to make regular contact with them. Otherwise, prospects will forget your brand and likely won’t open any emails you send them in the future.
The best solution is to create an automated email nurture sequence (sometimes called a welcome email sequence). An automated nurture sequence delivers prospects a series of emails over the course of several days.
For example, if you create a series of four emails in your nurture sequence and schedule users to receive them each day after they sign up, a user who signs up for your email list on Monday will receive an automated email on Tuesday, Wednesday, Thursday, and Friday.
This makes it easy for you to nurture prospects automatically.
So how do you build a nurture sequence?
Most email marketing platforms have a feature that allows you to set up a nurture sequence. Here’s what it looks like in ConvertKit:
Here’s an example of how you can actually write an email nurture sequence in ConvertKit. You’ll notice that this one has three emails, and each is scheduled to send one day apart.
Email nurture sequences are nice because you can set them and forget them. So, if you currently don’t have time to write emails each week, setting up a nurture sequence will at least help you get started and familiarize new prospects with your brand.
So, what content should you include in your email nurture sequence?
There isn’t a single correct answer to the type of content that you should include in your nurture sequences, though here are a few different templates you might want to consider:
- A step-by-step guide: It’s common for people to create nurture sequences that teach people one step of the process each day. For example, if you sell SEO services to local businesses, your nurture sequence could be a step-by-step guide to setting up your local SEO foundation.
- Multiple pain points: For this email sequence, identify the three most common pain points prospects face and then create an email on how to solve those problems. For instance, if you offer SEO services, a common challenge for your clients may be link building. In this case, you could create an email in your sequence focused on providing valuable information about link building.
When it comes to determining the number of emails to include in your sequence, there is no definitive answer. However, a range of three to five emails is generally effective. Sending just one or two emails may not be enough to establish a connection with your audience, while sending more than six or seven emails could overwhelm recipients, especially if you are presenting a step-by-step process.
Step 3: Choose an Email Style
While creating a single email nurture sequence is a good starting point for email marketing, not all prospects will convert after the initial sequence. To re-engage prospects who did not convert immediately, it is recommended to also send regular engagement emails.
There are three main types of emails you can consider:
1. Email newsletters
2. Educational emails
3. Sales/promotional emailsEmail Newsletters
Email newsletters are a simple and effective way to provide value to your readers on a regular basis. For example, Copyblogger sends out a weekly newsletter to keep readers updated on the latest content from various platforms like podcasts and YouTube channels.
Educational Emails
Educational emails are essential for building trust with prospects and converting them into customers. By providing valuable tips and strategies, you can demonstrate your expertise and help readers achieve results. While these emails may be more challenging to produce, they are often the most effective in building trust and driving conversions.
Promotional Emails
If you are selling a service or B2B product, use promotional emails sparingly. Ecommerce stores, on the other hand, can utilize promotional emails more frequently, as customers often appreciate discounts. The key to successful promotional emails lies in the design and the deals you offer.
Step 4: Crafting Your Email
The content and copywriting of your emails play a crucial role in the success of your email campaigns. The value delivered in your email, whether it’s educational content or a promotional offer, is paramount. Additionally, the quality of the copywriting can significantly impact the effectiveness of your emails.
For educational emails, focus on addressing relevant pain points and providing effective solutions. For promotional emails, offer high-value discounts on products that appeal to your customers. Newsletter emails should contain exclusive and entertaining news that readers can’t find elsewhere.
When it comes to copywriting, clarity is key. Use simple language and aim for a fifth or sixth-grade reading level. Incorporating storytelling or providing step-by-step instructions can make your emails more engaging and effective. Tailor your tone and style to make your emails interesting and valuable to readers. One great example of this is the Morning Brew.
Step 5: Create a Compelling Subject Line
Your email copy is useless if no one clicks on your emails. To get them to click, you need to write a compelling subject line. Here are some best practices to follow:
– Keep it short
– Introduce curiosity
– Ensure relevancyStep 6: Track Your Email Analytics And Improve
After sending emails, track which ones perform the best and create more similar ones. Look at open rates, topics, writing style, and format for insights. Ask for feedback to understand your audience better.
Step 6: Establish A Consistent Send Frequency
Establish a consistent send frequency for your emails. Monitor engagement rates and adjust send frequency accordingly. More touchpoints with your brand can lead to higher conversion rates.
Step 7: Segment Your List
Segment your email list to send relevant content to the right people. Use email marketing software tools to create segments based on different criteria.
Email Marketing Tips
Optimize your send time based on your target audience. Test different times and days to find the best send time for your emails.
Scrub your email list regularly to remove inactive users and improve engagement rates.
Make your emails mobile-friendly as most people check email on their phones. Optimize your emails for mobile users, especially if they include images. For instance, if you’re running a deal on your ecommerce store, ensure that the image is optimized for mobile viewing.
In a detailed example provided by Campaign Monitor, you can observe that the mobile-optimized image on the right is easy to read, while the non-optimized image on the left is not as clear.
Most modern email marketing software platforms offer mobile-responsive templates, making it convenient to optimize your emails for mobile devices. Nonetheless, it’s crucial to review the layout before sending out your emails and be cautious of any large images that may become distorted.
Strategic Partnerships for Email Marketing Success
When it comes to email marketing, strategic partnerships can be a game-changer. For instance, if you offer a productivity course, teaming up with a creator who has an audience of meditation enthusiasts can be beneficial due to the synergy between the two niches.
Similarly, if you provide a landing page platform, consider partnering with a webinar platform. People hosting webinars often require a landing page for their events, making it a perfect match.
If you’re interested in learning more about executing these promotion strategies, check out our resource on how to grow your email subscriber list. It delves into each strategy in more detail and provides actionable tips.
Seeking Further Assistance with Your Email Marketing Strategy
Embarking on an email marketing journey can be daunting, but following the steps outlined in this guide can simplify the process. If you’re unsure where to begin, start by signing up for an email marketing platform and focus on collecting email addresses.
If you require additional support to kickstart your email marketing strategy, consider enrolling in the Copyblogger Academy. Inside, you’ll gain access to courses covering various marketing topics, such as email marketing, SEO, content marketing, and personal branding. Moreover, you can connect with like-minded individuals in the industry and receive guidance from the Copyblogger team.
By joining the Copyblogger Academy, you’ll not only access valuable course materials but also receive personalized feedback on your email strategy from accomplished entrepreneurs Tim Stoddart and Charles Miller. Monthly accountability calls will help you stay on track and make progress.
Secure your spot before prices increase later this year.
FAQs about Email Marketing Partnerships
1. How can strategic partnerships benefit my email marketing efforts?
Strategic partnerships can help you reach a larger audience, tap into new niches, and enhance your credibility through association with reputable brands.
2. What should I consider when choosing a partner for my email marketing campaigns?
Look for partners whose audience aligns with yours, have a good reputation, and can offer complementary products or services to enhance your offering.
3. How can I approach potential partners for collaboration?
Reach out with a clear proposal outlining the benefits of collaboration, how it aligns with both parties’ goals, and what each party brings to the table.
4. What metrics should I track to measure the success of a partnership?
Monitor metrics such as email open rates, click-through rates, conversion rates, and overall ROI to evaluate the impact of the partnership on your email marketing campaigns.
5. How can I leverage partnerships to enhance my email marketing strategy over time?
Continuously assess the performance of your partnerships, seek feedback from your audience, and explore new collaboration opportunities to keep your email marketing strategy fresh and effective.
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