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- Digital Marketing
What Is Email Marketing & How To Get Started?
Email marketing and the good old newsletter thrived during the dot.com era, and it has had ups and downs since then.
Many people mistakenly believe that email and newsletters are obsolete and that we no longer read the newsletters we receive, but the reality is quite different.
Good email marketing can help you increase sales and grow your business, and you can learn how to do it in this post.
The Difference Between Email Marketing & Newsletter
Most companies and businesses send out newsletters on a regular basis, whether it’s with product news, special offers, information about changed opening hours or relocations – the common denominator is that these are individual newsletters, also known as campaigns.
These are emails that must be manually configured each time they are sent. This is not a bad thing; it is an absolutely necessary part of running a good email marketing campaign.
If your company does not already have a newsletter, you should start one right away.
In this post, we go a step further than newsletter campaigns. We must look at email marketing and automation.
When you want to start with newsletters and automated emails, you need to find an ESP which stands for Email Service Provider and can for example be Mailchimp, ActiveCampaign and Klaviyo.
Why Should You Do Email Marketing?
Email marketing is critical for your business, and we have all been exposed to it at some point.
Let us provide you with an example. You’re in your favourite online e-commerce store, browsing around, and you have a few items in your basket that you don’t want to buy right now.
After a few days you will receive an email with the subject “You have forgotten an item in the basket”.
This type of email is known as an “abandoned cart email,” and it is sent to you automatically.
Because your decision to postpone the transaction started a trigger, and you were thus sent a “have-you-forgotten-email.” You may also have received a whole series of emails.
It may appear very aggressive, but it works.
In this post, email marketing refers to the automated broadcasts that you can set up based on various goals.
Email Automation Flows
The essence of a well-designed email marketing setup is automation flow. And, fortunately, an automated flow has numerous advantages.
The most significant advantage is that you can personalise the emails that your company sends out. One of the other benefits is that you get less “practical” work on a daily basis.
Automation and email marketing, on the other hand, rely on strategy, analysis, and adjustment.
Even if you start an email marketing flow, you must continue to work with it so that you can constantly adjust and improve it.
When we say that one of the biggest benefits is personalisation, we mean that you can set up triggers based on your customers’ purchase journey through your ESP.
Data is required to create a good and detailed flow. Data from your e-commerce provider is typically required.
Most ESPs integrate with a variety of e-commerce providers, but double-check before settling on one. Shopify, for example, does not support integration with Mailchimp.
Which Automations Flows Should You Setup?
When it comes to getting started with email marketing automation, there are many options. Some require integration with your web shop, while others do not – you can set up these automated flows with advantage.
Welcome Email
It is simple and important, and this aspect of email marketing does not necessitate access to your website.
You’ve probably seen it before; most offer 10% off your first purchase or free shipping – and that’s exactly what we’d like to recommend to you.
If you provide a service, you could, for example, offer to send a free guide. Invite your customers and target audience inside, and provide them with relevant and useful content.
Product Emails
How can product-related emails be personalised? They can, if you consider abandoned cart emails.
With this type of email, you send only the products that the customer has recently added to their basket but has not yet purchased. A typical flow would be as follows:
The first email: You still have items in your basket (sent a few hours after the customer “abandoned” his basket.
The second email: A follow-up (sent a few days after)
Third email: Coupon code (sent a few days after email 2)
With such a loop of automated abandoned cart emails, the target group has a better chance of converting to a sale. As a result, you’re one step closer to email marketing success.
Personal Emails
You can add different requirements for what your target group must fill out in most sign-up forms.
A name is usually a good idea; if you have one, you can use what are known as “merge tags,” which allow you to begin an email with: Hi Nam, Have you ever seen…
However, you can also set other completion requirements, such as a geographical area, which products they are most interested in, age, and much more.
Based on this information, you can segment your target audience and send them more personalised emails through your email marketing flow. The benefit of this is that when your newsletter is relevant to them, fewer people unsubscribe.
If you need assistance with email marketing, you’re welcome to contact our digital marketing agency to speak with one of our experts.
Define Your Email Goals
Setting goals is essential when developing an email marketing strategy, as it is with any other strategy.
When it comes to email marketing, there are certainly many objectives that can be set. You can keep improving your strategy and email marketing setup.
If you are new to email marketing, you may benefit from considering some of these objectives when developing your strategy.
- More subscribers – establish a target number of new subscribers.
- Creating a welcome automation and a target number of new subscribers in a given time frame.
- Create an “abandoned cart email” by integrating your ESP with your e-commerce program.
- Set a specific number or percentage to convert more.
As previously stated, there are numerous objectives you can set for your company. The important thing is simply to have some.
That way, you can constantly compare your results to your goals and see if your company is progressing as a result of your email marketing strategy.
Get Started With Email Marketing
It is simple to get started with email marketing. The first thing you’ll need is an email-sending program, also known as an ESP (Email service Provider).
There are numerous, and some of the most popular are listed at the top of this post.
What you need to know is whether it can be integrated with the solutions you already have – in this case, an e-commerce shop. Not all ESPs can integrate with all websites, for example. Do your homework and get started. If you want to learn more about the target demographic, check out this article about millennials.
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