How to do email marketing
Key Takeaways
Your first step is to define what success looks like: increasing sales, traffic, engagement?
Step two: get to know your audience to tailor your approach. We share ways on how you can do this below.
Step three: segment your audience and tailor your content to each group
Step four: don’t shy away from automation, choose the right tools for your campaign.
Step five: write emails that people WANT to read.
Keep on reading to learn more details + 6 more steps.

And now we dive in!

Ever wondered how to get started with email marketing or kick off your own email campaign business? Well, if you are here, you probably have.

Email marketing is more than just sending messages—it’s about sparking real conversations with your audience right in their inbox. Don’t worry, it’s not rocket science; it’s a mix of creativity and a bit of technical know-how.

Kickstart Your Email Marketing Goals

What’s your big aim with email marketing? It could be boosting sales. Or, maybe, you want to drive more traffic to your website. Email marketing can even make your brand the talking point and help you build close ties with your customers. Whichever it may be, setting a clear email marketing goal should be your first step. It will give you a direction and a way to measure how well you’re doing.

  • Boost sales: Focus on emails loaded with product promotions, tempting deals, and effective CTAs that make your readers want to buy.
  • Increase traffic: Write content that makes readers curious to click and explore your site. Include interesting blog posts, latest updates, or exclusive sneak peeks.
  • Build brand awareness: Spread the word about what makes your brand special. It’s more about sharing your identity and values than selling.
  • Strengthen relationships: Send emails that connect personally—share stories, tips, or insights that make your customers feel part of your community.

Get to Know Your Audience

Think of your audience as friends. What are their likes and dislikes? What sparks their interest? Dive into surveys, website analytics, and social media to really get to know them. This knowledge lets you tailor your emails so they hit just the right note.

  • Demographics: Craft your messages to fit different ages, genders, and locations.
  • Interests: Connect over what they love and address their needs with your solutions.
  • Buying behavior: Use their past shopping habits to anticipate what they might want next.
  • Email preferences: Some folks enjoy daily updates, while others might prefer a weekly digest. Adjust your approach to match their taste.

Build and Tailor Your Email List

Every email address is a potential gold mine. Collect these gems via sign-ups on your website, at events, or during purchases. The real game-changer? Segmentation. It’s like knowing exactly who at the party loves rock and who’s all about jazz.

  • By demographics: Fine-tune your emails to resonate with specific groups.
  • By past purchases: Suggest items or updates that really matter to them.
  • By engagement: Engage proactively with your regulars and gently nudge the quieter ones.

Pick the Right Email Marketing Platform

Choosing your email marketing platform is like setting up base camp for your digital strategy. Look for a platform that fits your goals like a glove. Automation tools help send the right message at the right time, design tools ensure your emails are eye-catching, and analytics clue you in on what’s working. Make sure it integrates well with your other tools for a seamless flow.

Crafting Your Content

What you send is crucial. It’s all about bridging what you want to achieve with what your audience craves.

  • Types of emails: Keep them informed with newsletters, hook them with promotions, and update them with the latest buzz.
  • Compelling subject lines: Nail that first impression. Make it so good they can’t help but click.
  • Valuable content: Make each email a treat they’re eager to open. Whether it’s entertaining anecdotes, must-have deals, or golden nuggets of wisdom, make it count.

Designing Your Emails: Making a Visual Statement

Think of your email design as its fashion statement—it needs to pop, feel comfortable, and reflect your brand’s style. Here’s how you make that happen:

  • Visual appeal: Choose colors, fonts, and images that mirror your brand’s vibe. Keeping your design consistent helps your subscribers recognize your brand instantly.
  • Mobile-friendly: Most of your subscribers are probably reading emails on their phones, so ensure your designs look great on any device. Responsive design is key here.
  • Smart use of images: Images can tell a story quickly, but too many can crowd your message. Use them thoughtfully to enhance your text and get your point across faster.
  • Clean layouts: Go for clear, simple layouts with fonts that are easy to read. A tidy email is a reader-friendly email.

Personalizing and Automating Your Emails

Personalization is like a shout-out in a crowded room—it grabs attention. Here’s how to get personal and keep things running smoothly:

  • Address by name: Use personalization features to greet each subscriber by name.
  • Tailor your content: Use what you know about your subscribers to send content that resonates—whether it’s based on their interests, past buys, or how often they interact with your emails.
  • Automate for efficiency: Set up automated emails that trigger from subscriber actions, like a welcome message post-sign-up or a birthday treat. It keeps your subscribers engaged without you lifting a finger every time.

The Science Behind Emails

Email marketing is like a lab experiment. Here’s how you refine your formula:

  • A/B testing: Try two different versions of your email with one change at a time—maybe swap the subject line or switch up the CTA—and see what sticks
  • Use Data: Let the results guide you. Small changes based on testing results can make a big difference in your email performance.
Pro Tip
Classic CTAs like “Click Here” might not cut it anymore. This is because a lot of people have become desensitized to these overused cliches. They see them so often in the emails they get and the websites they visit that they completely lose their attention catching super power.

This is where a creative CTA can truly shine. It’s not just about being different for the sake of it; it’s about connecting with your audience in a more engaging, memorable way. You might want to try one of these:

“Join the Adventure”: Ideal for travel or outdoor-related services, this CTA evokes a sense of excitement and exploration.

“Claim Your Throne”: Perfect for luxury or exclusive products, this phrase suggests prestige and superiority.

“Unleash Your Potential”: Great for educational or self-improvement platforms, it speaks to personal growth and ambition.

“Start My Journey”: A subtle yet powerful alternative to “Sign Up” or “Register,” it’s effective for subscription services or long-term programs.

“Make Me a Masterchef”: Tailored for cooking classes or recipe book downloads, it directly addresses the user’s aspiration.

Timing Your Emails Just Right

Sending emails is all about timing:

Know their routine: When are your subscribers likely to check their emails? Morning rush or weekend chill? Track and learn to pick the perfect time.

Right frequency: Finding the balance is key. Too many emails can overwhelm, too few and they might forget you. Aim for that sweet spot where your emails are anticipated, not avoided.

Tracking Your Email Campaigns: Understanding What Works

Think of it like your campaign’s report card. Here’s what to check:

Key metrics: Keep an eye on open rates, click-through rates, conversion rates, and unsubscribe rates. These numbers show you how healthy your campaigns are.

Act on insights: Use this data to fine-tune your approach. Figure out what’s hitting the mark and what’s missing it.

Staying Within the Rules: Legal Compliance

It’s all about playing by the rules:

Follow regulations: Laws like GDPR and CAN-SPAM are there to protect your subscribers. Make sure you have their consent to send emails and offer a straightforward way to opt out.

Respect privacy: Take care of your subscribers’ data. Be transparent and responsible with the information they trust you with.

Evolving Your Strategy: Always Improving

The digital landscape is always changing, and so should your strategy:

Stay updated: Keep pace with the latest in email marketing, like new trends in interactive emails or AI-driven personalization.

Learn and adapt: Treat each campaign as a lesson. What worked? What didn’t? Use these insights to do better each time.

FAQ on Becoming an Email Marketer

How do I start?

Learn the basics of marketing, get to know the tools and platforms, understand design principles, practice writing engaging content, and stay on top of industry trends and regulations.

Is it easy? 

With the right tools and a bit of strategic thinking, it can be straightforward, though it always requires ongoing efforts to optimize and improve.

Is it easy to learn?

Absolutely! There are plenty of online resources, from tutorials to full courses, that can help you get started with email marketing.

Is it stressful?

It can be, especially with tight deadlines and targets to meet. However, how stressful it feels can depend a lot on your work environment and your own coping mechanisms.

Is it free?

There are free tools out there that cover the basics, but more advanced features usually come with a price tag.

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