Email Marketing: Basics & How to Get Started




Updated 2/3/2024

Learn how to leverage email marketing to engage your audience and boost your business growth. Discover email tips, tools, and strategies.

email marketing featured image - letter and plants

Email marketing is a key strategy for building traffic and a loyal audience. Learn the basics of it with this quick guide.

What is Email Marketing?

Email marketing is a digital marketing strategy that involves sending emails to a list of subscribers with the purpose of promoting products, services, or sharing useful information. Think newsletters, product update emails, that jazz.

Email marketing helps you build relationships with potential customers, keep current customers informed, and maintain brand awareness. Plus, it’s cost-effective and has a high return on investment (ROI) when done right. Aw yeah. ?

Why Email Marketing?

Email marketing campaigns have a few key benefits:

  • Personal Touch: Emails allow for a personal connection, addressing the recipient by name and offering customized content.
  • Cost-effective: Compared to other marketing channels like PPC, email often offers a higher ROI due to its low overheads. Most of the time you can get started for free or upgrade to affordable plans.
  • Measurable: With various tools available, businesses can track open rates, click-through rates, and conversions to gauge success.
  • Direct Engagement: Reach your audience directly in their inbox, ensuring a higher probability of your content being seen.

Top Email Marketing Software

There are various platforms available that can assist in managing and optimizing your email campaigns. Here are our top three:

  1. Mailchimp: An all-in-one email marketing platform with automation features and a user-friendly interface.
  2. Constant Contact: A popular email marketing service with customizable templates and extensive support.
  3. Sendinblue: A comprehensive marketing platform offering email, SMS, and marketing automation capabilities.

We recommend Mailchimp for most people. It has great features, robust campaign support, and a large adoption rate, making it familiar to recipients and email marketers.

Getting Started with Email Marketing

Starting can feel daunting, but breaking it down into manageable steps can set a strong foundation for your email campaigns.

1. Define Your Goals

Before diving in, determine what you want to achieve. Are you aiming to increase sales, grow your subscriber base, or boost engagement? Defining clear objectives will guide your strategy.

2. Build Your Email List

Start by collecting email addresses. Remember, getting explicit permission from individuals before adding them to your list is essential. This can be done using:

  • Sign-up forms on your website: Encourage visitors to subscribe to newsletters or updates.
  • Landing pages: Create dedicated pages promoting special content or offers in exchange for email addresses.
  • In-person events: Collect emails during trade shows, seminars, or workshops.

3. Choose an Email Marketing Platform

Selecting a platform that suits your needs will make managing campaigns easier. Platforms like Mailchimp, Constant Contact, or SendinBlue offer user-friendly interfaces and tools for beginners.

4. Segment Your List

Not all subscribers hold the same value. Segmenting your list based on criteria like purchase history, location, or engagement levels allows for more personalized content, leading to better results.

5. Craft Your Emails

Ensure your emails have:

  • An engaging subject line: This encourages recipients to open it.
  • Valuable content: Provide information, offers, or insights that benefit the reader.
  • A clear CTA: Direct your readers on the next steps, whether making a purchase, reading further, or connecting on social media.

6. Monitor and Adjust

After sending your email, monitor metrics like open rates, click-through rates, and conversions. These insights can help refine your strategy, content, and design.

7. Continuous Learning and Adaptation

Email marketing is dynamic. Stay updated with the latest trends, tools, and techniques. Regularly seek feedback from subscribers and be prepared to adapt based on their preferences and insights.

Staying Compliant

Following regulations is crucial. Non-compliance can lead to penalties and can damage your brand’s reputation.

Key Regulations to Keep in Mind

  1. CAN-SPAM Act: A U.S. law that sets standards for commercial emails, giving recipients the right to stop any email from a business.
  2. GDPR: If you have subscribers from the European Union, you need to be aware of the General Data Protection Regulation, which emphasizes user consent and data protection.

Note: We are not lawyers and are not offering legal advice. These are just laws to be aware of. Please seek professional legal guidance if needed.

Further Resources

Learn more about email marketing strategies with these sources.

Explore as you prefer. If you’re curious about email marketing, start a campaign and stick to it. Learn from your results and improve as you learn.

Bottom Line

Email marketing is a powerful tool for businesses to engage and nurture their audience. Building a strong email list, crafting engaging content, utilizing the right tools, and ensuring compliance with regulations are key components of an effective strategy.

Remember to keep communication personal (respectfully), provide value, and prioritize the needs and preferences of your subscribers. ?

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