Email marketing is a powerful, underrated tool which allows businesses to connect with their audience, nurture them and promote services… with the aim of increasing revenue. With an average return on investment of £35.41 for every £1 spent, email marketing is proven to be one of the most effective marketing channels for businesses.
Here I want to show you how you can set up email marketing campaigns to engage with your customers and grow your business.
Step 1: Choose an email marketing platform.
The first step in setting up any email marketing campaigns or automation is to choose an email marketing platform, also known as an ESP (email service provider).
There are many email marketing platforms to choose from; you may have heard of Mailchimp, Convertkit, Mailerlite among many others..
All of these platforms allow you to create and send emails, track email opens and clicks, and manage your email list. But each has extra functions and some are easier than others to use. The right one depends on your needs, your budget, your time and ultimately your preference.
However, most platforms offer a free trial, so you can try out the platform before committing to a paid subscription. My personal favourite is Mailerlite. It’s functional, but for me, the easiest to use.
Step 2: Build your email list.
The next step is to start to gather email subscribers. Your email list is made up of people who have given you permission to email them. Please make sure you have permission! In Europe (and even if you are not in Europe, but you are emailing people who are), it is your responsibility to understand and conform to GDPR & PECR (regulations) - see step 6 for more detail on this.
There are two ways you can build our email list.
Firstly, add customers who are using your service. Do make sure you get permission to email.
Secondly, you can build your email list by offering some kind of exchange. Email addresses are personal data, so we have to give subscribers something in return. This could be a discount code, an exclusive offer, some sort of download (known as a lead magnet) etc.
Step 3: Set up your welcome email sequence
Once you have collected your new subscribers’ data, you need to welcome them to your list.
Simply send them the value exchange they signed up for and then consider extending your welcome sequence with other key messages spread across a few sequential emails.
Step 4: Create your email campaign
Now that you have your email list and have welcomed your subscribers, it's time to create your first email campaign. Each campaigns should have a clear goal, such as promoting a new product or service, announcing a sale, telling them what’s going on at your club etc.
You should try to always include a CTA (clear call-to-action) which encourages readers to take action, such as clicking a link or making a purchase. Keep your email design simple, with a clear message and a single call-to-action.
Step 5: Test your email campaign
Before sending your email campaign, it's important to test and optimise it. For example, test your email on different devices, such as desktop and mobile, to ensure it looks good and functions properly. Your ESP will allow you to do this easily. Don’t forget to double check the links in your email go to the correct places!
Once you've sent your email campaign, analyse the results, and use this information to optimise future campaigns.
Step 6: Comply with GDPR regulations
It's important to comply with GDPR regulations when sending emails. GDPR regulations require businesses to obtain explicit consent from subscribers before sending them emails. You should also provide subscribers with an option to unsubscribe from your emails at any time. Failure to comply with GDPR regulations can result in fines, so it's important to ensure you're following the rules.
You can find more information about these on the ICO website.
Looking for a helping hand getting started? Check out my Power Hour for a quick answer to all your burning questions.