Beginner's Guide to Email Marketing: Key Benefits and ROI of Email Marketing
Shakila Sherin
Marketers, Entrepreneurs, and Small Business Owners... DISCOVER THE #1 SALES FUNNEL MISTAKE ALMOST 98.6% OF PEOPLE MAKE DAILY! Strategic Sales Funnel Builder & Optimizer
Welcome to our Beginner's Guide to Email Marketing! If you're new to the world of email marketing, you're in the right place.
We'll walk you through the basics, exploring the benefits and return on investment (ROI) of email marketing, along with practical tips to enhance your email campaigns.
Let's dive in!
Table Of Contents: Beginner's Guide to Email Marketing
Despite its longstanding presence, email marketing remains a powerhouse in the digital marketing landscape, consistently delivering remarkable ROI for marketers worldwide.
Let's harness its potential and make your email marketing journey a success!
What is email marketing?
Well, it's like the friendly neighbor of marketing that sends commercial emails to connect with your audience and promote cool stuff like products or services.
Think of it as your brand's way of keeping pals updated and interested. Plus, it's like a superhero that turns casual onlookers into happy customers and one-time buyers into your biggest fans.
Even though email marketing has been around forever, it's still rocking the digital world and scoring awesome returns on investment for marketers globally. It's basically the rockstar of digital channels! ??
What are the top 11 benefits of email marketing?
Curious about the perks of email marketing? Before diving in, check out the top 11 benefits that make email marketing the ultimate pick for your digital marketing journey.
1. Budget-Friendly
Let's kick things off with a crucial factor – the cost of email marketing.
Running professional email campaigns doesn't have to break the bank. All you need is an email list, a simple strategy, and an email marketing software provider to handle the heavy lifting.
Many professional email service providers, such as GetResponse, offer various plans tailored to the size of your email list (number of subscribers).
Take the GetResponse Free plan, for instance – it won't cost you a dime for up to 500 contacts.
This plan includes unlimited sendings and essential features like email marketing, website builder, online forms, and landing pages.
Like any marketing tools, you'll find a range of options from more affordable to premium. The pricing often correlates with the target audience and the features provided.
Later in this article, we'll explore popular email marketing services and guide you on choosing the right one. If you want to practice as you learn, consider signing up for the GetResponse Free plan.
Not only does it offer core email marketing features, but it also throws in temporary access to premium features without requiring your credit card details.
2. Full control
Take the reins of your email marketing communication with absolute control.
You can:
While you can't have complete control over the deliverability of your emails, following email marketing best practices and engaging your audience effectively can significantly reduce the chances of missing emails.
Speaking of inbox placement, it's noteworthy that the global average inbox placement stands at around 83%, as per the Return Path Deliverability Benchmark report.
Compared to other digital channels grappling with ever-changing algorithms and organic reach challenges, this statistic gives you a far better shot at delivering your marketing messages directly to your audience.
Read more:
3. Precision Targeting
Email marketing stands out for its precision, a distinct advantage over other marketing channels.
When you launch an email marketing campaign, your audience consists of individuals already in your contact list—people you know. They might have landed there by filling out a contact form on your blog, participating in a webinar you hosted, or downloading an e-book you promoted.
What makes it even more precise is that, along with their contact information, they've likely indicated their specific interests.
Utilizing an email marketing service, such as GetResponse, provides access to diverse data to enhance your targeting capabilities. Starting with the basics, you can focus on specific segments like new subscribers, existing customers, or your most devoted patrons.
Venturing into the analytics dashboards allows for even more detailed targeting. You can pinpoint specific email accounts that clicked on a call to action or visited your website but didn't convert.
To up your game, consider running A/B testing campaigns. This enables you to analyze individual elements of your marketing campaign (such as subject lines, calls to action, or offers) to identify what boosts sales and what might deter users from your primary goal.
4. User-Friendly Experience
Crafting an email marketing campaign has never been simpler.
You can effortlessly design email templates, opt-in forms, and marketing automation workflows using user-friendly drag-and-drop editors. These intuitive tools are either available as standalone options or seamlessly integrated into your email marketing service.
Not a design pro? No worries! Dive into ready-made templates, allowing you to whip up your inaugural email marketing campaign in a breeze.
5. Preferred Marketing Channel
Studies from both the DMA and Adobe reveal that the majority of people prefer being contacted and receiving offers from companies through email compared to other channels.
This preference is logical, given that well-crafted marketing emails are relevant and unobtrusive. Emails patiently await in the inbox, allowing subscribers to choose the right moment to open and read them. Plus, if they decide they no longer want the content, unsubscribing is just a few clicks away.
6. Connect with Mobile Users
The trend of email opens on mobile devices is on the rise. As per our Email Marketing Benchmarks report, desktop opens account for 45.69% of all email opens, with mobile opens following closely at 34.31%, and webmail opens at 20%.
This indicates that you can engage with your customers and shape their buying choices regardless of their location. Additionally, you can seamlessly integrate your online and offline marketing efforts, such as collecting email addresses at events or during in-store shopping experiences.
7. Email as an Owned Medium
In the traditional breakdown of digital marketing strategy into paid, earned, and owned media, email falls into the owned media category (unless we're talking about sponsored mail). This classification means your company maintains complete control over this online channel.
As time progresses, your email list evolves into a valuable online marketing asset: an extensive database of individuals genuinely interested in your brand.
With professional email marketing services, your messages can reach nearly everyone on your email list. This stands in contrast to platforms like social media, where organic reach remains beyond your control. This distinction is why heavily investing in social media is often likened to building a house on rented land.
8. Targeted and Personalized Communication
Gathering pertinent information during the order process allows you to customize communications based on the needs and preferences of your contacts. By utilizing this data, you can create segments of individuals with shared characteristics, delivering them content that is not only relevant but also fosters customer loyalty.
As long as your subscribers find value in your communications, they'll remain on your list, allowing you to build a sizable email list over time that translates into impressive income.
9. Easy Measurement of Results
Take full control of your email marketing by integrating your email marketing software with online analytics tools like Google Analytics. Incorporate UTM parameters into your emails to precisely identify which email, subject line, or call-to-action button yielded the best results.
In your email marketing tool's statistics panel, you can manage the performance of individual emails and track user behavior on your website. Establish goals for specific email campaigns, monitor results, and measure ROI.
10. Fully Automated
Harness the power of marketing automation to construct customized workflows for your campaigns. Utilize the drag-and-drop editor to effortlessly create automated email marketing campaigns, programming the communication flow with available conditions, actions, and filters.
11. Outstanding Return on Investment
Email marketing consistently boasts the highest return on investment among online channels. Our firsthand experience and research conducted in collaboration with Smart Insights affirm this fact. The combination of the factors mentioned above ensures that, when executed and measured correctly, email marketing becomes a proven source of income for your business.
What's the Average Return on Investment (ROI) for Email Marketing?
Based on a 2021 study by DMA, the average return on investment (ROI) for email marketing is 38:1. In practical terms, this means that for every $1 invested in your email marketing activities, you can expect a $38 return.
It's essential to note that this figure is an average, and the actual ROI for your company will hinge on various factors, including:
One of the significant advantages of email marketing lies in its ability to track performance and present data, showcasing ROI. This becomes particularly crucial when working with limited marketing budgets, where every decision is best informed by data.
How to Measure Email Marketing ROI?
Calculating the ROI of your email marketing activities is generally straightforward. Track your total income and divide it by total expenses. Here's an example:
Let's say you've generated $100 in sales and invested $30 in an email marketing campaign. Calculate the ROI as follows:
This straightforward equation serves as a compelling way to demonstrate success and secure more budget for future campaigns. Keep in mind that the equation becomes more intricate if you factor in additional costs, such as your staff's time or the production costs of the goods you sell.
Choosing the Best Email Marketing Service Provider
Before delving into the details of crafting a successful email marketing campaign, let's first discuss the role of email marketing services and whether they are essential for your needs.
Do you genuinely need an email marketing software provider?
In essence, no.
Theoretically, you could handle individual tasks like setting up sign-up forms, designing email templates, segmenting your audience, and even sending emails independently, without relying on email marketing services.
However, this approach would demand significant resources and time. Moreover, there are numerous technical nuances in email marketing that many marketers might be unfamiliar with, such as designing email templates to display well across various devices and email programs, or effectively managing bouncers and spam complaints to avoid penalties from spam filters.
The encouraging news is that leading email marketing services come equipped with robust tools and in-house expert teams, streamlining the process of publishing your marketing emails with ease and confidence.
Now, let's explore three popular email marketing software providers in the market and delve into what they bring to the table.
GetResponse
Originating as a straightforward email marketing service over two decades ago, GetResponse has transformed into a comprehensive, all-in-one marketing solution. Beyond providing essential tools for crafting and dispatching marketing emails, it facilitates email list expansion, audience segmentation, campaign reporting, and the execution of automated campaigns through email automation.
Moreover, GetResponse offers a range of additional features, enabling you to build a website for your business, engage with your audience through live chats, organize webinars, send event emails, push web notifications, and even connect with your contacts via SMS.
Key Features:
Pricing:
Free Plan: Allows storage of up to 500 contacts, offering key email marketing features, website builders, landing page builders, and opt-in forms.
Paid Plans: Based on the size of your email list and desired features.
The Basic and Plus plans cater to those primarily interested in email marketing, website building, and audience growth. Professional and Max, on the other hand, target users seeking additional tools like web push notifications, event emails, or text messages.
Even in its free package, GetResponse provides limited-time access to premium features, allowing you to explore not only website building, email collection, and newsletter distribution but also features such as marketing automation, webinars, or live chat.
Mailchimp
Mailchimp stands out as one of the most widely recognized tools, originating as an email marketing service and expanding into a comprehensive solution with various utilities for small business owners, much like GetResponse.
This platform assists in email list growth, contact management, template creation, and manual or automated campaign deployment. Notably, Mailchimp seamlessly integrates with numerous other marketing tools, whether you're using a CRM or building a WordPress website.
However, a significant critique of Mailchimp is that while it's excellent for starting out, it becomes less cost-effective as your list and requirements expand. The free plan has some limitations, such as the inability to schedule emails or access customer support.
Key Features:
Pricing:
Free Plan: Suitable for those new to email marketing and lacking an existing email list.
Paid Plans:
Additionally, Mailchimp offers a pay-as-you-go option through an email credits plan. While the free plan is a good starting point, many marketers eventually opt for one of the paid plans as they discover the limitations of the free service.
Constant Contact
Another well-known player in the email marketing arena is Constant Contact.
Established 16 years ago, Constant Contact has evolved beyond its initial focus on email marketing to include additional tools like landing page builders, website builders, and text messaging.
While many small businesses rely on consistent communication for their daily operations, some reviews suggest that the platform may lag behind its competitors and might be less cost-effective.
Key Features:
Pricing:
Constant Contact operates with two pricing tiers for its email newsletter software, primarily determined by the size of your email list.
They also offer a one-month free trial, but initiating it requires providing your credit card information. It's important to note that the subscription automatically renews at the end of the trial period, necessitating manual cancellation to avoid charges.
How to Select the Ideal Email Marketing Service for Your Business
While we've discussed three tools, the market is teeming with various email marketing platforms. To pinpoint the one that aligns perfectly with your needs, start by addressing key questions:
Each question holds significance because different email marketing platforms cater to specific needs. Some excel in eCommerce integrations, while others are better suited for a B2B audience.
Some may offer affordability at the outset but become expensive as your operations expand. Others might boast excellent automation features but have a challenging drag-and-drop email builder.
If you already have a technology stack in place, it's crucial to ensure seamless integration with the chosen email marketing platform.
The good news is that most platforms provide free accounts or trials, allowing you to explore and test their suitability. Therefore, I recommend exploring multiple options and conducting trials to ensure you find the best fit for your business.
To get started with GetResponse, you can sign up today for FREE through this link:
Growing your email list
Building an email list stands as a crucial and continuous endeavor for any email marketer.
The aim is to garner a sizable and actively engaged audience, providing a direct communication channel into their email inboxes.
Numerous methods exist for constructing an email list. Now, let's delve into key strategies and tools essential for acquiring a high-quality list.
For a more comprehensive understanding, you may explore our detailed guide on building an email list from the ground up.
Lead magnets
Motivating your target audience to sign up for your email list requires providing them with a compelling reason. Most individuals seek something valuable in return for their engagement and the privilege of direct communication in their inbox. This is where lead magnets play a crucial role.
A lead magnet serves as an incentive offered in exchange for your visitor's email address. While commonly presented as an e-book, checklist, or free tool, lead magnets can take various forms.
Our recent study revealed that marketers have observed the highest conversion rates with video content (such as webinars) and written materials (like guides) as lead magnets.
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This doesn't discount the effectiveness of other incentive types. Depending on your industry, target audience, or the objectives of your email marketing campaign, employing diverse lead magnets is advisable.
For deeper insights into popular types and guidance on selecting the right incentive for your business, refer to our comprehensive guide on lead magnets.
Opt-In Forms
An opt-in form, also known as an online form or signup form, is an HTML form integrated into a website to facilitate visitor registration, serving as a primary tool for capturing leads.
There are various types of opt-in forms, distinguished primarily by how or when they appear to visitors:
Deploying a mix of these forms on your website is advisable. At a minimum, strive to have an embedded form on every page, with popup forms strategically placed on high-traffic pages.
When crafting your online forms and selecting lead magnets, consider the essential information needed for an effective email marketing campaign.
While it might be tempting to request additional details (such as company name, website URL, or budget), bear in mind that excessive form fields can decrease conversion rates. Each extra input field diminishes the likelihood of form completion.
Balancing the collection of pertinent email addresses with user experience is crucial. Overloading visitors with too many interstitials can negatively impact their experience and deter future site visits. To mitigate this, employ strategies like targeted form displays based on user behavior and possibly restricting popups to appear after users have spent a reasonable amount of time on your site.
For additional insights into building your list using signup forms, explore our guide on effective lead capture forms and website popup examples. You can also watch a video featuring Andy Crestodina, providing a comprehensive walkthrough on optimizing signup forms, including placement, call-to-action selection, and effective web form copy.
Landing pages
Most websites and homepages serve multiple purposes, attempting to cater to various visitor types, often resulting in a cluttered interface. However, they may not effectively convert visitors into email subscribers. This is why marketers opt to create dedicated landing pages.
Among the various types of landing pages, one, in particular, is designed exclusively for email capture – the squeeze page. Squeeze pages are crafted with the sole purpose of collecting visitors' email addresses, offering just enough information to convince them to fill out the form and keeping their focus on that singular goal.
As a result, most squeeze pages typically include the following minimal elements:
In contrast to regular website front pages, squeeze pages are intentionally simplified, contributing to their high effectiveness. While the average conversion rate for landing pages is around 6%, it's not uncommon to witness even better results.
In a case study featuring Alex Terrier, a jazz musician and music teacher offering online music courses, he achieved an impressive 19% email opt-in rate through the provision of free, high-quality content.
While landing pages can be integrated into website navigation, they are predominantly utilized by marketers to capture leads from external traffic sources, including paid social media campaigns, sponsored posts, individual ads, and various content marketing initiatives.
To delve deeper into incorporating landing pages into your list-building campaigns – exploring effective design strategies and potential pitfalls affecting conversion rates – refer to our beginner's guide to squeeze pages and creating high-converting landing pages.
Paid ads
While directing traffic to your squeeze pages through paid ads is a common approach, there's an alternative method to collect emails without redirecting visitors from their current page.
On Facebook, these are termed lead ads; on Google, they are known as Google Lead Form Extensions, and on LinkedIn, you'll find them as Lead Gen ads.
Despite different names across platforms, the underlying principle remains consistent – they provide a straightforward means of gathering emails from users within the platform. The simplicity arises because the platforms automatically fill out the lead collection form with the email address associated with the user's account.
While this streamlined process significantly boosts conversion rates, there are drawbacks. Many users are logged into Facebook with their personal email addresses rather than their professional ones, complicating the process if you aim to capture a B2B audience.
However, lead ads have proven to yield impressive results. InfoShare Academy, a customer of GetResponse, effectively gathered 1200 new contacts in just one month while maintaining a cost per lead of approximately $0.35. Their success was attributed to crafting highly relevant content (an IT glossary) and targeting individuals interested in learning how to become a developer.
Segmenting your email list
We've emphasized how email marketing empowers you to execute targeted campaigns instead of generic email blasts, and the key to achieving this lies in segmentation.
Email list segmentation aims to identify groups or clusters of customers sharing common traits, allowing tailored communication that aligns better with their expectations and needs. This personalized approach enhances engagement and conversion rates by delivering more relevant content.
As per the Email Marketing Benchmarks report, personalizing emails results in an average click-through rate increase of a substantial 19%, showcasing its impactful influence.
The approach to segmenting your audience will vary based on your business or the specific goal of your email marketing campaign. For instance, a non-profit organization might analyze the average donation size of their supporters, while an e-commerce brand could focus on segments that made a purchase in the last 90 days.
Nevertheless, most marketers commonly segment their email lists based on:
To delve deeper into leveraging contact information for enhancing your email campaigns, explore our guides on getting started with email segmentation and discovering super-easy ways to personalize your emails.
Types of emails you can send
The possibilities of content inclusion in your emails are virtually boundless. Email marketing provides flexibility throughout the entire customer lifecycle, allowing diverse objectives at each stage. In this context, we'll concentrate on categorizing the types of emails based on their delivery method rather than their internal content.
If you're interested in delving deeper into various content types for your messages, you may explore additional resources on intriguing newsletter ideas and examples of employee newsletters.
Newsletters and marketing offers
Email marketing serves as a primary tool for marketers to convey their offers and provide regular updates about their company.
These emails are typically structured as either one-time campaigns targeting the entire audience (referred to as an email blast) or a specific customer segment.
While newsletters are widely utilized and easy to execute, they often exhibit lower engagement rates compared to triggered emails.
On average, an email newsletter achieves an open rate of 22% and a click-through rate of 3.4%.
Triggered Emails
In contrast, triggered emails, also known as automated emails, boast significantly higher engagement rates, with an average open rate of around 44% and a click-through rate surpassing 10%.
The effectiveness of triggered emails lies in their responsiveness to the recipient's actions, whether it's joining a mailing list or leaving a website without completing a purchase. The timing and content of these emails are strategically determined by the sender.
To delve deeper into automated emails and explore various templates, refer to our comprehensive guide on email automation.
Blog Updates
Another favored type of email among marketers is blog updates or RSS emails. These messages are dispatched when a new article is published on the sender's blog.
You have the option to send these emails either automatically or manually, based on your preference.
Blog update emails generally exhibit higher open and click-through rates than traditional marketing newsletters. This is particularly evident for bloggers who prioritize delivering unique content and emphasize value creation over direct product or service marketing.
Drip Campaigns
Email drip campaigns, or autoresponder emails, share similarities with triggered emails but follow a predetermined order and schedule. These campaigns are often employed for creating email courses, nurturing leads, or facilitating onboarding processes.
Drip campaigns are effective in keeping a brand top of mind for the audience and presenting content in a digestible manner. They are easy to set up and typically boast a high engagement rate, with an average open rate close to 30% and a click-through rate of nearly 6%.
For a detailed guide on setting up email sequences, explore our helpful email drip campaign guide.
Email Marketing Strategy and Key Metrics
To thrive in the realm of email marketing, it's essential to craft a well-defined strategy and focus on pertinent metrics to gauge your progress.
In essence, an email marketing strategy serves as the overarching plan that outlines the long-term vision and future trajectory of your email operations. While some businesses may function without a formal strategy, having one is crucial for sustained success.
Here's why an email marketing strategy is imperative:
"You need a strategy with your email marketing and your marketing automation. Driving prospects down the funnel won’t happen by accident. (…) You need a planned project to map out all the different potential customer touchpoints and when you can potentially send emails, and then to build them." — Dr. Dave Chaffey
Creating a foundational email marketing strategy doesn't have to be overly intricate; in fact, it shouldn't be. You can start with the basics and progressively incorporate more elements and details as you evolve.
For insights into how diverse businesses can leverage email marketing, explore our blog posts on:
In broad strokes, your email marketing strategy should encompass areas such as:
Key Long-Term Objectives
Set clear, measurable business objectives for your email marketing efforts over the long term. These goals should be specific to your business and quantifiable. Here are a few examples to consider:
Ensure your goals are ambitious yet attainable. By adhering to email marketing best practices, you'll be well-positioned to reach even the loftiest objectives.
Target Audience
Identify your most promising customer prospects. Thoroughly understanding your target audience is key. The more insight you have into their preferences and needs, the more effective your email campaigns will be.
Competitive Advantage and Unique Selling Propositions (USPs)
What sets your offering apart? Understanding your Unique Selling Proposition (USP) and competitive edge is crucial. Your USP should address the question "why us?" Analyze the benefits of your product or service and articulate them concisely. Tailor your solutions to meet customer needs.
Additionally, reach out to existing customers for feedback on your competitive advantage. Learn why they selected your brand over others.
A well-defined competitive advantage and USP are invaluable in shaping your overall marketing communications and crafting compelling call-to-actions for individual emails.
Resources
Identify the resources necessary for implementing your email marketing campaign. Consider the personnel (e.g., email marketing specialist, graphic designer, content specialist) and tools (email marketing platform, project management tool, etc.) required to strategize and execute your plan.
Metrics and Key Performance Indicators (KPIs)
Several metrics are worth monitoring, and the key is aligning them with your business objectives to define KPIs that facilitate informed decision-making.
Here are the crucial metrics to monitor during your email marketing campaigns. Keep in mind that a comprehensive understanding requires simultaneous examination of various email marketing metrics to avoid overlooking essential puzzle pieces hindering your achievement of a high return on investment (ROI).
Additionally, stay informed about the average engagement metrics prevalent in your industry or region, accessible in the Email Marketing Benchmarks report.
Email List Size
Monitoring the number of email addresses on your list is a crucial metric. As you organically build your email list with your target audience, its size directly correlates with business outcomes. In this context, a larger list often leads to more significant overall results.
Open Rate
The open rate represents the percentage of your total subscribers who have opened your email. Keep in mind that opens can only be tracked in HTML emails, as they require a tracking pixel.
While some marketers dismiss it as a vanity metric, tracking email open rates offers several advantages. It provides a quick assessment of your email deliverability and the quality of your email list.
When conducting email campaigns, it's essential to ensure that your open rates surpass industry standards and remain stable. The sender's name, subject line, and preheader text are key elements influencing open rates, along with considerations like deliverability and the timing of your email marketing campaign.
For insights on enhancing open rates and encouraging more readership, refer to this guide on increasing email open rates.
Click-Through Rate
The click-through rate (CTR) is the percentage of total clicks on the links within your email, calculated as the total number of clicks on any link divided by the number of emails sent. It is a practical metric that closely reflects actual engagement.
A robust CTR is a priority for marketers worldwide, signaling that their content is engaging. Enhancing the visibility of calls to action, such as placing them at the top of the page or using compelling content formats, are effective strategies to boost click-through rates. For additional insights, explore our article on increasing click-through rates.
Click-to-Open Rate
Comparing the number of individual clicks to individual opens provides a deeper understanding of your email marketing campaign's engagement. A high click-to-open rate (CTOR) suggests that subscribers find the email content interesting or that you fulfilled the promise made in the subject line. Conversely, a low CTOR may indicate a misleading subject line or insufficient persuasiveness to prompt a visit to your site.
Conversion
Conversion refers to a specific valuable action, such as visiting a landing page after clicking the CTA button or accessing the thank-you page post-purchase. Expressed as a ratio, the conversion rate serves as a reliable indicator of your email campaign's success, providing valuable insights into audience actions beyond simple clicks.
Setting up your first email campaign
This segment offers a concise, step-by-step manual for launching your first email campaign. If you're new to this process, adhere to these steps, and remember to document your observations while monitoring your outcomes.
Email marketing is a sustained effort, and each campaign you initiate should yield fresh insights into your audience, helping you discern what resonates with them and prompts meaningful engagement.
1. Set a measurable goal
Begin by defining a clear goal for your campaign.
For instance, let's consider the aim of crafting a welcome message extending greetings and presenting new subscribers with a discount code for their inaugural purchase from your online store.
Referencing GetResponse Email Marketing Benchmarks, welcome emails tend to exhibit the highest levels of engagement, open rates, and click-through rates.
To set a reasonable target, envision a goal of launching a welcome email campaign with an anticipated open rate exceeding 60% and a click-through rate surpassing 15%.
2. Define Your Target Audience
Now, determine the recipients of your email campaign.
In this instance, the target audience is straightforward – it includes every new individual joining your email list.
However, it could just as well encompass other groups, like those who visited your store in the last 30 days without making a purchase, or recent customers who haven't provided feedback.
Keep your target audience in mind as you embark on creating the content and designing your email templates.
Design Your Email Template
Now, unleash your creativity and craft that compelling email.
Fear not, as you don't need to be a designer or wordsmith extraordinaire to create impactful email campaigns. The crucial aspect is always to consider your target audience and the goals set for your campaign.
When using an email service provider like GetResponse, you can either utilize a drag-and-drop email builder or customize one of the ready-made templates provided. Leveraging pre-made templates not only saves time but also ensures that your emails display effectively across various devices and email platforms.
In our scenario, the objective is to welcome new email subscribers and encourage them to visit the site, utilizing the provided discount code. Consequently, your email should exude warmth while effectively directing the recipient toward the key actions you want them to take.
To achieve this, adhere to email design principles, ensuring the call-to-action is prominent, sizable, and surrounded by ample white space. Additionally, focus on your copy to effectively communicate the key benefits of your offer.
You can explore these topics further by reading these two sources:
4. Schedule your email campaign
After crafting your emails, the next step is to schedule their delivery, ensuring they reach your audience at the optimal moment.
For one-time emails, you have the flexibility to either dispatch them immediately or schedule them for a later time. Moreover, you can tailor the delivery time to align with your subscribers' time zones.
In our scenario, where we aim to send a straightforward welcome message, we can achieve this effortlessly using a marketing automation template called "Simple Welcome Message."
This workflow entails just two blocks, where you specify the desired email template and the designated recipient list.
5. Measure and improve
As emphasized earlier, an effective email program requires continuous measurement of your campaign's outcomes.
For one-time marketing offers, allow a minimum of 24 hours before delving into the analysis of open rates, click-through rates, and overall results. This time frame provides recipients with ample opportunity to engage with your message and make their purchase.
When scrutinizing your results, consider key influencing factors such as your subject line, offer, target audience, chosen email template, campaign timing, and any pertinent external factors. Take, for instance, the timing of your email campaign. In our recent study pinpointing the optimal time and day for email dispatch, we identified specific hours and days associated with heightened opens and clicks:
Armed with this knowledge, you can brainstorm innovative ideas and strategize your future campaigns to yield even more impressive outcomes.
Time to Launch Your Email Marketing Campaigns
Having gained insights into the fundamentals of email marketing, it's time to put your knowledge into action.
If you're eager to embark on the journey of leveraging robust email programs—constructing and segmenting top-notch lists, crafting high-performing email templates, and continually testing and refining your campaigns—here's some great news.
You can seamlessly execute all these tasks with a single tool. The best part? It's entirely free for a 30-day trial—no credit card required.
If this piques your interest, simply sign up for a free trial and kickstart your journey towards achieving tangible results.
Affiliate Disclaimer: This Beginner's guide to email marketing may contain affiliate links, and I may earn a commission if you make a purchase through these links. This comes at no additional cost to you and helps support the creation of valuable content for aspiring email marketers.