Are you tossing around the idea of getting an email marketing strategy started for your business? If so, you should! There have been many doubters as it pertains to email marketing over the past years however, it is proven to be an effective tool and relationship builder with clients. In fact, a recent study by McKinsey & Company shows it is 40 times more effective than social media marketing and that the buying process happens 3 times faster than it does on social media. That being said, what are you waiting for? Here are some steps to help you get started on your email marketing journey and capture that “40 times more effectiveness”.
#1: Choose the Best Email Marketing service for Your Business
If you’re serious about email marketing, then you’ll first need to decide on an email marketing service/platform. By signing up with an email marketing service, your business will reap the benefits of email automation, professional templates, and data/analytics (to name a few), that will be helpful in shaping and adjusting your strategy over time. However, just as not all social media platforms will work best for your business, not all email marketing platforms are right for your business either. So, when deciding on your platform, we suggest looking at your budget, your business model/what you sell, and what your goals are with your email marketing strategy, and let those answers guide your decision.
#2: Build Your eMail List
Now that you’ve found and signed up for an email marketing platform, it’s time to start building your email list! If you’re in business or a creative selling a product/service, you should have at least a few contacts to start with – customers you have a great relationship with, suppliers/vendors you work with on a regular basis, your family and friends, etc. No matter how short your list of contacts may be, don’t get discouraged. Remember, every business starts somewhere. To grow your email list, here’s a few things you can do: add a sign-up form by your register/check out area, put a sign-up form or pop-up on your website, or promote it on social media and ask your followers to sign up. Once you have your list put together, upload the list to your email platform.
#3: LAY OUT YOUR STRATEGY & THE TEMPLATES YOU NEED TO CREATE
Next up, we highly suggest laying out an email marketing strategy just like you lay out your social media strategy. Determine how often you are going to send your emails and what the topics/content is going to be, then put it into a calendar (such as a content calendar) so you ensure you stick to your timeline. You also need to determine which templates or canned emails need to be created to keep the strategy flowing. These template/auto series emails could include: welcome emails, weekly or bi-weekly newsletters, emails about new blogs, etc.
#4: GET CREATIVE & START DESIGNING
Now that you’ve laid out your strategy, dig into your email platform’s builder and design your welcome email, newsletter template, etc. Emails are a great tool for building brand recognition, so feel free to get creative, but also make sure your brand guidelines are adhered to. In addition, it’s important that each email you send has value and appeal – this is something to keep in mind when designing as you want people to have a reason to keep opening your emails.
Once you’ve completed the four steps above, you’re off to the races with your email marketing strategy! There is still more work ahead such as choosing subject lines, pulling content for each email, and maintaining your email list, but we know sometimes the hardest part is making the leap to get started.
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