A beginner’s guide to Understanding Email Marketing
- November 20, 2020
- Posted by: Peter Ekwang
- Category: Uncategorized
Email marketing isn’t the most popular channel for most digital marketers out there, everyone is quick to mention social media marketing and Search Engine Optimization in their marketing strategies but email marketing can be just as impactful to your business and deliver a strong return on investment if done right.
There are over 10.67 million Internet users in Uganda and you can bet that a large number of those users have emails that they check regularly giving you a wide reach of potentially new customers waiting to receive your brand messages.
So, what are some of the benefits you can get from email marketing?
Create personalized content -with email marketing, you can customize your campaigns and create targeted content. Personalization can be as small as including a contact’s name in the email. When the message is personalized, it increases the chances of your audience engaging with your content and your business.
Improving your sales- email marketing campaigns can feature products or services, and encourage customers to purchase. Your email marketing campaigns can easily incorporate messages to encourage a purchase to an audience that’s more likely to buy from you because they’ve opted-in to your messages and updates.
Increase traffic to your website -with email, you can direct traffic to your website. When you produce content and post on your website, the next step would be to disseminate that content (this is what we call content marketing but that is a whole other conversation). Email is a great way to let your audience know about your new content offers and with a well-planned campaign, you can include links that will send them to your website.
Now that you have a general idea of the email landscape and some of the benefits in offers, how do you get started? Well, I am here to give you a step by step guide on how you can start winning with email marketing.
It’s all starts with an email marketing strategy;
Step one: Define your goals.
You want to use email as a marketing channel? Why? Is it to increase awareness for your brand, a new product or a new piece of content? Maybe you want to let your customers know about a product discount that you have running for a limited time. Whatever the reason, make sure you have it clearly stated because this will dictate the kind of marketing emails you’ll send out to your contacts.
Define your audience.
Success in email marketing comes from sending the right email to the right person. You can’t send an email to the right person if you don’t know who the right person is, so you will have to develop a buyer persona. A buyer persona is a fictional representative of your ideal audience based on research and an educated guess of your already existing audience. Go a step further and speak to the stage of the buyer’s journey that they are in. When you understand your audience and their buyer’s journey you will be able to deliver a highly personalized and relevant email that will encourage your audience to engage with your content and brand.
Grow your email list.
You have defined your goals and your audience but you aren’t done yet, the next step is growing your email list (after all you do need email contacts to send your marketing emails to) an email list a group of users who have permitted you to send them relevant content. To build that list, you need several ways for prospects to opt in to receive your emails. The most common way to have people to opt in is by using lead magnets. A lead magnet as the name suggests: is something that attracts prospects to your email list, usually in the form of a free offer. The offer can take several formats, should be valuable to your prospects, and is given away for free in exchange for an email address. Some of these free offers are eBooks, whitepapers, infographics, and reports.
Choose the type of email you want to send.
Do you send a weekly newsletter? Should you send out new product announcements? Which blog posts are worth sharing? The 4 common types of emails you can send out are; 1) Newsletters – A newsletter is an email you send regularly (say, monthly or weekly) to certain segments of your email list that helps you interact and build relationships with your leads and customers 2) Lead nurturing emails – These emails are usually part of a connected series that guides users further down your sales funnel, 3) Informational emails Similar to a newsletter, this type of email delivers an update to a large group of readers and 4) transactional emails- Transactional emails are automatically triggered when a reader performs a specific action, such as signing up for your newsletter, purchasing a product, and so on.
Make a schedule.
Decide how often you plan to contact your list, inform your audience upfront so they know what to expect, and stick to a consistent schedule to build trust, and so they don’t forget about you. Be sure not to spam your audience, when you spam them you will irritate them and they will unsubscribe from your email list.
Lastly, measure your results.
This should come as no surprise. As marketers, we measure everything! How can you know if something is working or not if you don’t keep track? Keeping track of every metric will help you make small changes to your emails that will yield large results. Some of the common metrics to track in email marketing are; open rate, click through rate, bounce rate and number of unsubscribes.
Email marketing can be a powerful marketing tool for your business. Follow the tips in this article and you’ll find that email marketing will bring a positive ROI to your business in a short time.