1. Know Your Goals
Before you begin designing, composing, and sending out emails, let’s talk about your goals.
As a piece of your bigger digital marketing puzzle, email marketing can help you achieve your overall marketing goals. So before you press “SEND,” ask yourself: what waits at the finish line?
Maybe you’re sprinting towards:
- An increase in website traffic
- More sales for a specific product or service
- New sign-ups for your next event
- Boosted awareness
It’s essential to know your goals before you dive into the rest of our easy guide to email marketing. Otherwise, you could end up missing items that are critical for a successful campaign, such as:
- The type of campaigns best designed to achieve your goals
- Your target customer for this specific campaign
- The content that best communicates with your customer
- The KPIs you need to measure success
Once you determine your goals and plan it all out, you can create a focused email campaign to achieve them
2. Know Your Customers
Sending an email to your list of 5,000 plus subscribers may seem easy, but without a targeted message, it’s not as effective.
Those 5,000 people all have different personalities, interests, and behaviors. Not everyone in your email list will respond to the message in the same way. Instead of sending one email to a big audience, break it down.
Segment your list into different audience types using variables such as:
- New subscribers
- Open rates
- Shopping cart abandonment
- Purchase history
There are dozens of ways to segment email lists. Breaking an extensive list into smaller groups can help improve open rates and click-through rates while decreasing unsubscribes. It can make email automation a lot easier, too.