Email Marketing In 2021 For Beginners: One of the most overlooked and ignored pieces of strategy while building a profitable business, which most people don’t talk about is Email Marketing.
If you want to grow your business, if you want to make sales on autopilot, if you want to increase your revenue by 5X, then you need to deep dive into email marketing.
Let’s see first, what is email marketing?
What is Email Marketing?
Email marketing is a marketing strategy which is based on building a healthy and trustworthy relationship with your prospects and customers by sending them emails on are regular basis.
It’s an excellent strategy to turn your prospects into first time buyers, and then first time buyers into regular customers.
The greatest advantage?
You can automate the entire process.
Why email marketing in 2021?
We have already mentioned how much email marketing is important for your business. Your email list is the the most important thing. It’s the greatest asset for your business.
1. Communication channel – As you already know, email is the most effective communication channel. It’s used everywhere and everything to communicate.
2. You own your list – You all know, your social media accounts can be deleted at any point in time without any further notice, but that’s not the case with your email list. Nobody can your list away from you.
3. Better conversion rate – 85% of the people open their emails every day. Moreover, the people who are on your email list must have subscribed because they must be interested in something which you are offering.
So, there’s a way better chance to turn that prospect into a customer through email marketing. Email marketing has the greatest Return on Investment (ROI).
How to start email marketing?
Step 1. Get the permission
Yes! You read it correct. Get the permission first. You need the permission of the user to collect their email address.
This is the most basic step of email marketing. And most important, you need to collect the emails legally. You can do this through a lead magnet.
What is a lead magnet?
A lead magnet is something valuable which you provide for free to your users in order to get their email address in exchange. Basically it doesn’t cost to create a lead magnet.
Some examples of lead magnets are:
• An E-Book
• A Webinar
• A Resource Page
• A Free Trial, etc..
Then, promote your lead magnet at as many platforms as you can. Make good use of your social media. It will help you in building your email list.
Step 2. Provide Valuable Content
You need to provide valuable content to your subscriber on a regular basis.
Make a good relationship with your subscribers. Your subscribers should feel that you are giving them importance.
As you continue providing valuable content to your subscribers, they will start looking at your content. Your users will start gaining trust on you. And in business, Trust=Sales.
Step 3. Pitch the Product
This is the most important step in email marketing. And, the surprising part, most beginners do it wrong.
Most beginners try to make direct selling in their emails. That’s the biggest mistake.
Selling is not the job of your email. That’s the job of your landing page. The only job of the email is to make the person click the link in your email.
Emails will help you in getting targeted traffic to your landing pages, from where you can carry on rest of the sales process. It’s that simple.
Again, Do not try direct selling in your emails!!
Basic Requirements for Email Marketing
1. The technology
Many beginners who don’t know about email marketing think that they would need something like spreadsheets with email addresses and they will personally send them emails with their Gmail.
No! That’s not the thing. It’s not done that way.
So, how do the marketers manage to do that with their such a big list?
The answer is autoresponders.
What are autoresponders?
Autoresponders are the email marketing softwares which will automatically capture the email addresses and put them in the bank of the people within the software.
This will ultimately become your email list.
So, when you want to send an email you can do it from within the software. When you want to talk to only the people who signed up with this program and not the people who signed up with this program, you can filter them out within the software.
The best thing about autoresponders?
You can preplan everything and everything will be automated. You don’t need to put any effort afterward. Isn’t that great?
So, first of all, you need to pick up an autoresponder for yourself. There are various out there in the market.
Some examples of autoresponders:
Note : None of the above links are affiliate links.
2. The Strategy
After collecting your email list, you need to have a good startegy on how to send emails to your customers.
You cannot just send them anything in the email and expect that they will make a purchase. Your emails should have a proper format.
At some point of time, you must have received fancy emails filled with photographs from clothing companies. But that’s not the strategy that works with small business owners.
You cannot just send a bunch of photo bombed promos to your email list and expect them to stay around and not unsubscribe.
The people in your email list signed in because you gave them some useful resources.They signed up because they thought you could help them.
So, if all you are doing is just sending them emails and asking them to buy, they are just gonna unsubscribe you and you won’t have them anymore.
You need to nurture your email list first. You need to know, when to pitch the product, how to pitch the product, what’s working for your business, how your list is responding to your emails etc. You need to figure out these things.
Provide valuable content to your subscribers on a regular basis. That’s the best method to build a trustworthy relationship.
Try the 80/20 rule. Provide 80% of valuable content that your subscribers would love and try 20% selling in the content. Never exceed these numbers. It can harm your business.
As long as you are providing valuable and relatable content to your subscribers, they will be engaged with you. And engagement is the most important metric in email marketing.
And again, never try direct selling in your emails. That’s not the job of the emails.
Writing a great Email Newsletter
Writing a great email is the most important step in email marketing. You need to make it worth it.
Your email marketing strategy should not be emails full of photos that are just promoting your stuff and you don’t care about the person on the other end and all you’re ever doing is selling. No! it shouldn’t be that way.
Make sure you are not forgotten by your subscribers. So, you need to be in regular touch with your subscribers.
The time lapse between your emails shouldn’t be too long. 2-3 emails per week can be the best strategy (depending on different businesses).
Remember, try to use your email as a medium to strengthen the relationship with your customer rather then just pitching them to buy.
Understanding the Analytics
After understanding the basics of a successful email marketing campaign, you need to understand the analytics of your email campaign.
Analytics will show the engagement of your emails. It will show how your subscribers are responding to your emails.
In email marketing, you need to keep track of three things – the open rate, the CTR rate and your unsubscribe rate.
The Open Rate shows how many people in your email list are successfully opening your emails.
If you have a low open rate, then it means you have a less engaged audience. You need to work more on gaining the trust of your subscribers.
Next, the CTR Rate shows how many people have clicked on the link (if any) in your emails.
If your CTR Rate is low, that means your content is not that valuable to your subscribers. You need to improve the quality of your content.
And the last is the Unsubscribe Rate. The Unsubscribe Rate shows how many people have unsubscribed from your email list. These are the people whom you have lost.
If your unsubscribe rate is low, that means either you have lost the trust of your subscribers or your email writing format is not that good enough.
You need to work on improving these areas.
You need to pay attention to your analytics. It will show your how your emails are responding. What’s working for your business. What is the type of content that your subscribers are engaging with.
The key here is “paying attention”.
Segmenting your list
If you do not know, segmentation is the process of splitting up your email list into different groups.
Remember, all your customers do not need the same thing. So, you need to split your customers into different groups and target them separately.
Segmentation will help you in more effective communication with your list. It will help you identify your list and find more targeted customers.
You can run split testings in different groups to find out what’s the best practices for a specific group.
If you provide everyone with same type of value, then you might be at risk of losing them all. That’s not what you want.
So, reach out different groups with different types of valuable resources to find what will work best for you and your audience.
Segmentation isn’t some rocket science. It’s very simple. You just need to put in some efforts to find out what’s best for your business and customers.
If you do it correct, you can get the best from your business.
Email marketing is a growing trend in the digital marketing world. If you do not know, email marketing is the best digital marketing strategy to increase your revenue.
So, if you have been ignoring email marketing, then it’s the time to get into it. It will turn out to be the best marketing strategy for your business. It has the best ROI.
But remember, you are a guest for your subscribers. Always try to keep up with their expectations.
Always follow up with a great content which your subscribers will definitely love. Always try to provide value first.
And at last, pay attention to the email analytics. It will help you to understand your audience.
There’s no secret formula to email marketing. You need to test different techniques. You need to figure out what’s best for your business.
Remember, your email list is the greatest asset for your business. If you treat it right, it can do wonders.