On the start of every knowledge journey, people’s confidence
changes too many times, that’s what happened with me and people around me and
when I searched for it, I found that there’s something called Dunning-Kruger
effect. It’s a graph showing the relation between confidence and level of
knowledge. At the beginning it’s nothing and after a little bit of knowledge
you think that you mastered it, while in reality you just know a little bit of
it, and then the more knowledge you gain the less confidence you gain until you
eventually, start mastering your field.
That was the case with so many people in many fields but here we
will focus on one field and what should we do and know before starting to think
that we already master it or thinking it’s a really easy process, just create
emails and send it to your audience or contacts and wait for the results to show.
This is a typical action when it comes to email marketing before you start to
realize what and how to master it?
Before we get deep into this, we want to confirm that this post is
not about how to optimize email marketing, it’s about the things that every
business owner or marketer needs to know before even starting email marketing. So,
if you are a professional marketer there might not be too much information for
you but if you are starting a new email marketing business or will/just started
using email marketing in your business then this is the right place for you. We
will sum it all in 8 important points so you don’t get overwhelmed, we don’t want
you to think it’s a big hustle and not important to you because we think email
is very important to every business, in fact, we wrote a small post about what
is email marketing and why every business needs it?
So, that’s enough for an intro and
Let’s get started
The 8 things you should know before starting email marketing are:
- Choose email marketing serviceprovider
- Collect appropriate audience or contacts data
- Think then rethink about killer subject lines
- Focus on your content
- Using call to action
- Never send a campaign without testing
- Check your best time for sending
- Analyze and optimize
email marketing service providers
If you consider marketing using email marketing channel, you
should also consider using any of the available email marketing tools out there
on the internet, if you decide to just use Gmail, Yahoo, or your email provider
then you must know that you are pulling yourself down and missing a lot of good
possibilities and analytics.
Working with a professional email marketing platform is the only
way to excel at it, they give you automation tools, email templates, lead
magnets and other tools that will help with collecting more contacts data,
tracking features for open rates and click-through rates and more , effective
delivery messages to bulk emails. And the last but not least most important
insight you will get is analytics.
All these insights and of course more cannot be done using just
Gmail, Yahoo or other general email tool
appropriate audience and contacts data
let’s face it, purchasing email lists and sending them emails
without knowing their interests or if they even exist is considered the best
way to waste your money and time. Your contacts must have interest in the
product or service you provide, they must opt-in to your list or else you will
get your emails deleted or flagged as spam
So, you need a lead magnet or opt-in form which takes us back to
the first point: choosing a good email marketing service provider
because of the facilities, they provide to collecting contacts data as we do
at FastDeliver. You may
use lead magnets to offer a freebie and get emails, there’s also opt-in forms,
another automation tool that you will definitely need right after collecting
contacts is setting and sending welcome sequences
It may be a long time-consuming step to build your
email list by yourself, but it is irreplaceable.
rethink about killer subject lines
You have joined an email marketing tool so you can send thousands
of emails easily, build your email list successfully and now is the time to
think about subject lines. Subject lines are the gate to get your
emails opened because people do judge their new coming emails from it. This
short sentence that some people falsely think about after writing their emails
and right before sending it have the bigger impact on your campaign’s success
or failure, while your email body or content not changed, you can’t imagine how
a good vs a bad subject line might affect the same campaign, we will not go
further and write more about writing and optimizing a subject line because we
already have a separate topic about writing a
professional email subject line
on your content
This step should have been number 3, because as they always say “Content
is the king”. You should always focus on creating compelling and trustworthy
content. Once you’ve established goals, the content for each email you send out
is by far the most important part of the email, including the subject line.
Your voice needs to be consistent, you need to have a call to action, and based
on your audience segment, you need to know when and how to alter your content.
Also, In order to succeed in email marketing, your emails must be
branded, must be revised carefully and checked for any mistake, mistakes in campaigns
can be costly and might affect your reputation either positive or negative, the reason is email campaigns are different than social media campaigns when it’s
sent then it’s sent, you can’t pause the campaign to edit something and restart
it again. If you want to know more about email content we have a post about email
format checklist: 8 must-have sections for writing a professional email
Use Call to
The purpose of an email marketing campaign is to attract people to
your brand and raise conversions. Therefore, you must place strong
call-to-action (CTA) buttons in the newsletter that urge readers to take a
particular action as a result of reading. These buttons should stand out from
the rest of the newsletter. Choose a color (on-brand, of course) which
contrasts with the other colors in your template, then size the button so it's
both visible and appealing.
There should be an element of urgency and benefit to recipients in
your CTA, and you can use the button to convey it. Consider using specific,
action-based phrases like "Call now" or "Get this look" to
make your offer more compelling.
a campaign without testing
while successful campaigns can bring you full joy, you can’t
imagine what failing campaigns can make to your business and how they can
dramatically negatively affect your business, and that’s why is step will go
with you from the first campaign to the very last one as it’s easy
to slip up every once in a while.
Maybe you forget to add in an important link or make an
embarrassing spelling mistakes right in the subject line. Unfortunately, there’s
no Back button with email as we said in the Focus on your content step, so
always remember to send yourself or a staff member a Test Email before sending
out to your entire list.
Building success is very hard but destroying it is as easy as
throwing a bomb.
best time for sending
When you’re ready to send out an email, timing is an important
factor to consider. Every audience is different and the best time to send will
differ based on who’s on your email list. Some of the email marketing tools
provide you with analytics in email report that includes email open time and calculates
the average time in the day for email opens that help decides on the best time for
sending emails, you can also create a consistent sending schedule and stick to
it. For example, if you send out a newsletter on the first of every month, your
audience will come to expect it in their inboxes.
If you do decide to follow a set schedule, tell people at the
point of sign-up. Your subscribers will know when they’ll hear from you next
and you can schedule your message to send based on your established schedule.
Once you click that send button, a new journey of analyzing and
optimizing begins. Email marketing doesn’t end with clicking this send button.
You will want to track your open rate, click-through rate, unsubscribe rates,
etc. and work to improve over time.
If you want to see real results from your email marketing, you
need a strong understanding of how each email performs so you can make
improvements and learn more about your customers and subscribers.
Spending a few minutes in your email reports will tell you
valuable information like who opened your email, who clicked on specific links,
and what information was the most interesting to your readers.
While it’s important to know how engaging your campaign messages
are, make sure you’re tracking actions that happen beyond your emails. How many
clicks to your donation page are translating into real donations? What is the
total amount of funds raised from a single email?
These are the types of questions that will show you the real
impact of your marketing efforts.
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