Where Do I Even Start With Email Marketing?
“Email Marketing is dead.”
“CRM is a waste of time.”
“Email is one of the most boring and bland marketing channels out there.”
We’ve all heard at least one of those statements above right? It seems that even though email marketing is the elder statesman amongst the vast array of marketing tools and channels now available to us, it does not get the love or respect it truly deserves.
Did you know email marketing, on average, generates $38 for every $1 spent? That is an astounding 3,800% ROI, making it one of the most effective options available. For every influencer post and Google ad your competitors are doing, you could have emails driving you just as much revenue for half the spend!
If it isn’t clear already, we are going to break down our love for email marketing below. This blog is mainly for the beginners amongst us. That being said, we will be writing a part two that delves into the intricacies of email marketing strategy too.
So the burning question we are sure many of you are asking is:
Where do I start with Email Marketing?
We have just the answer, Mailchimp.
Before we go any further, it is probably only fair if we give a shout out to a few other platforms that you could go to for your first foray into email marketing. There are lots available but the few we would consider are: Drip, Constant Contact or AWeber.
However, Mailchimp does edge out on top for a number of reasons. Primarily, and most importantly for those new to this, it is so easy to use. Couple that with its ability to integrate seamlessly with your website, it is a topnotch CRM system on the cheap.
So now that you have your site up and running and also have your Mailchimp account, the first thing we have to do is create an audience.
In Mailchimp, an audience is essentially a foundation segment of your customers. There are a number of ways you can build these audiences, however it is most common to create these foundation audiences based on how a customer may have signed up to your newsletter. This could be through a newsletter plug-in at the bottom of your site, from creating an account or making a purchase. It may be important for you to curate the customer journey for these customers depending on how they have signed up and these audiences allow you to do just that.
As you see your audience begin to grow, you will need to create a welcome email to introduce your brand, products and other aspects of your business. This shows customers you care that they have shown introduce and you can start steering them towards purchase straightaway.
How do I set up my first email?
Bare with us as this may get a little technical, Mailchimp makes it incredibly easy to drag and drop content blocks, images and text onto the canvas.
Emails are made as HTML templates, these are usually split into blocks of tables that hold text, images, or even products. When selecting a template, have a rough idea of how much content you would like to have on that specific email. Mailchimp has a number of pre-existing templates that split the email into a number of blocks which can easily be manipulated.
However, if you are looking for something a little more advanced for your first email, you can look at templates from external sites such as Mailbakery or EmailMonks who will supply you with an HTML code file that you simply have to upload and edit.
Once you are happy with your email, you can set a subject line (keep it short and snappy), preview copy (explain a little bit more about the email) and the date and time at which you would like to send this email. If it is an automated email that is trigged by an action, you can set the rules up here too.
So I’ve set up my first email, how do I know it has done well?
There are a number of KPIs we can use to evaluate the performance of our email marketing campaigns. This could be our Click-Through Rate (CTR) or Open Rate (OR) and more importantly, our Conversion Rate (CVR) too.
One of the reasons we opt for Mailchimp in our work is due to its level of strategic reporting and the amount of data you are able to manipulate to gain a real insight into your customer behaviour. Once a campaign is live, Mailchimp will show you the OR and CTR for the email but within that it will breakdown activity from clicks to unsubscribes, user demographics and locations as well as specific link clicks so you can see which bits of content perform better than others.
It is a known fact that being able to understand and play with your data and reporting will give you incredible insights to inform your other marketing actions including the next email you send.
Hopefully our introduction to email marketing has given you enough of a foundation to go and try setting up an email campaign for yourself. If you have any further questions on the above or would like to work with us on setting up your email marketing activity then do not hesitate to drop us a message here or at email@example.com
Let us know how you get on with your email marketing and look out for our second part which will delve much deeper into the key tactics to implement in your email marketing campaigns.