How To Start An Email Marketing Business – This beginner’s guide explains what email marketing is, how it works, and how to get started. By the end, you will have a solid understanding of the basics along with the knowledge to launch an effective email marketing strategy for your business. ?
Email marketing is the most profitable and cost-effective direct marketing channel, generating an average return on investment of $42 for every $1 spent.
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For this reason alone, email should be a key pillar of your digital marketing strategy. Not doing email marketing is like leaving money on the table. ?
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But if you’re a little confused about where to start, that’s completely normal. Email is a vast field. It’s easy for beginners to get lost in a sea of tools, techniques, and terminology.
Email marketing is a direct marketing channel that allows businesses to share new products, sales, and updates with customers on their contact list. Because of its high ROI, it is important to most businesses’ overall revenue strategies.
Modern email marketing moves away from one-size-fits-all mass mailing and focuses on consent, segmentation, and personalization. ? This may seem time consuming, but marketing automation takes care of most of the hard work. In the long run, a well-designed email marketing strategy will not only drive sales, but will help build a community around your brand.
Email marketing campaigns are used to promote your brand in general and gated content such as special offers, new product launches, e-books and webinars. Campaigns can consist of 3-10 emails sent over days or weeks.
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Promotional emails have a clear call to action (CTA). A CTA represents a specific action you want your readers to take, whether it’s visiting a page on your website or using a coupon to make a purchase.
How often you send these types of marketing emails is usually driven by the sales and marketing pace of your business. ⏱️ During important periods like Black Friday, we may send you multiple promotional emails in the same 24 hour period. During slower periods of the marketing schedule, there may be several weeks between promotional campaigns.
Newsletters: As the name suggests, newsletters share business-related news. ? Thoughts: Include valuable content such as reaching new milestones, new product features, or case studies. Weekly, bi-weekly, monthly newsletters are sent regularly to help you keep a consistent point of contact with your email subscribers.
But did you know that newsletters aren’t just about news? As email expert Ann Handley says, focus on the letter aspect. Imagine writing a one-on-one letter to your subscribers about something they care about.
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Simply put, a newsletter is an opportunity to share insights, thoughts, suggestions—anything that brings the most value to your audience.
Announcements: Email is the perfect way to notify customers of company announcements, new product launches, service changes, and more. ?
Email is often the contact channel for important messages. In the event of a website defect, delivery delay or system/software outage, contact updates via email are the best way to maintain communication. It’s safe, immediate and can match the official tone of your most important announcements.
Another important type of email marketing is re-engagement email. As the name suggests, re-engagement emails help you re-engage with customers or subscribers who have not been active recently.
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Email is not a new technology. In fact, it was one of the first digital means of communication to arrive in 1971. But today, at the age of 50, email marketing is used more than ever. ?
“Do people really still use email? Isn’t there social media for marketing today?” While it’s true that social media is an important channel for any digital marketing strategy, email has many benefits.
First, email marketing campaigns can be much more tailored than social media. Next, costs are significantly lower than other channels, especially when you consider the reach and conversion rates associated with email marketing. This is one of the reasons email marketing is ideal for small businesses.
Finally, what makes email marketing powerful and profitable is that it gives you direct and individual access to your audience’s inboxes.
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Given the numbers, not having an email marketing strategy means missing sales opportunities and opportunities to build lasting relationships with your customers. ?
From order confirmations to newsletters, email is an essential part of growing and managing your business.
Want to start a sale or promotion? Drive sales by sending email marketing campaigns to your subscribers. ? You can also use the following email marketing techniques to increase conversion rates even further.
The beauty of email is that you can contact someone directly. It’s the best one-on-one communication. And these days people don’t let anyone into their inbox. Curated space for your favorite brands and publications.
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Appearing in others’ email inboxes helps keep your brand current in the minds of your subscribers. Personalized marketing emails are more impactful than social media posts where you can’t be sure that someone actually saw your message. ?♂️
One of the major benefits of email marketing is scalability. This means you can send your emails to a large number of recipients cost-effectively compared to other marketing channels.
Email drives customer loyalty at every stage of the buyer journey: lead nurturing, conversion, onboarding, and retention. Email marketing is also an essential tool to use with a sales CRM system to simplify communication.
As explained in our guide to building email relationships, it’s a really powerful way to build a community. ???
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Also known as email marketing platform, email marketing tool, email marketing service or email marketing software.
Can’t you send marketing emails using your generic inbox provider now? Do I really have to pay for the extra products?
Technically it is possible. (It’s also covered in our guide on sending bulk emails with Gmail.) Be careful, though. There can be issues with limited email bandwidth, design, and more importantly, email deliverability. Here’s why.
Designed for personal use, not Internet Service Provider (ISP) email blasts like Gmail, Outlook, Yahoo, etc. It’s free to use, but it’s not a free bulk email sender. So bulk emailing from your ISP can easily be flagged by spam filters and your account disabled due to suspicious activity. ?
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ESP, on the other hand, has the necessary infrastructure to ensure good email delivery rates, i.e. the ability to deliver email to subscribers’ inboxes. If you want to set yourself up for email marketing success from day one, get a dedicated email marketing service.
With hundreds of ESPs on the market, it’s hard to know which one is right for your business.
Some of the most popular options include , Mailchimp, Constant Contact, Convertkit, Klaviyo, Mailjet, Mailerlite, GetResponse, and HubSpot.
It’s also a good idea to consider your future needs. Found an ESP you like? We do some simulations. “If my list grows to x, how much will this ESP cost? If I want to add x to my strategy, does this ESP have any features set to support me? What kind of integrations or apps can I add?”
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Optimism about the future is a good thing, but don’t give up. Of course, focus on the essentials for now. ?
Email marketing costs can vary greatly depending on the size of your email list, the volume of emails you send, the level of support you need and the technical specifications you are looking for.
For some, the free email marketing plan offers more than enough features. For others, email marketing can cost hundreds or thousands of dollars per month.
As you explore the various options, you’ll find that most providers charge based on the number of contacts on your email list. This pricing model can be appealing to those just starting out, but costs increase considerably as listings grow.
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, on the other hand, pricing based on email volume rather than subscriber count. This way, you can expand your email list infinitely and it won’t affect your price.
Starter plans start at $25 for unlimited subscribers and 20,000 emails per month. Enough for any small business just starting out. Try it out today!
You can’t send an email campaign without having someone to send it to, so it’s time to start building a list of engaged and opted-in subscribers.
When you enter your email address in an email signup form on your blog, website, landing page, social media or elsewhere, you agree to receive emails from you. In email parlance, this consent is called “opting in.” (“Opt-out” means unsubscribing.)
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Rights-based marketing is essential to complying with data protection laws and protecting the integrity of your brand. After all, no one likes spammers. ?♀️
Since this is a non-negotiable part of email marketing, most ESPs allow you to grow your subscriber list organically by creating a signup form.
Common subscription form hotspots include blog posts, homepages, and contact pages. We recommend creating a popup form on your website.
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