Demystifying Email Marketing Technology: A Beginner's Guide

So, you're ready to start using email marketing. But choosing the tool to help you create and send those emails has turned into a bit of a minefield. You've asked around and got a few recommendations, but you're still non the wiser about which one to choose.

Then, there's all the technobabble with the features and what's included and what isn't.

Let's unpick what you need to look out for to help you make the right choice for you.

1. What is Email Marketing Technology?

Let's start with the basics. Email marketing technology (or email service providers, ESP for short) refers to the various tools and platforms we use to manage and analyse our email marketing campaigns. These tools help us manage our email lists, create and send emails, and track our campaign performance.

2. Choosing an Email Marketing Platform

Think of your email service provider (ESP) like your trusty sidekick, supporting you on your email marketing journey. There are many to choose from – Constant Contact , Mailchimp , Mailerlite , to name a few. Each has its pros and cons, so it's crucial to pick one that fits your needs and budget.

3. Understanding Email List Management

Your email list is a precious resource. And managing that resource is really important. Email list management includes adding new subscribers, removing inactive ones, and segmenting your list into smaller, targeted groups. Your email platform should offer these functionalities.

4. Email Design and Layout

You wouldn't go to a party dressed in your PJs, would you? In the same vein, your emails should always be well-dressed. Most email marketing platforms offer templates that you can customise and drag-and-drop editors to help you design attractive, mobile-friendly emails.

5. Subject Lines and Preheaders

Your subject line is like your email's shop window – it needs to grab attention and pique curiosity. The preheader (that small snippet of text that appears right after the subject line) can provide a bit more context. Use these tools wisely to increase your open rates.

6. Personalisation

Nobody likes feeling like just another name on a list. Personalisation – addressing your subscribers by their name, referencing their past purchases, or tailoring your content to their interests – can make your emails feel more personal and engaging. Most email platforms offer personalisation features, so take full advantage of them!

7. A/B Testing

Ever wondered whether your subscribers prefer 'Hello' or 'Hi'? Or whether they're more likely to click on an image or a text link? A/B testing lets you test these variables to optimise your emails for better results.

8. Analytics

This is where the magic happens. Email marketing platforms provide analytics tools to help you measure your open rates, click-through rates, bounce rates, and more. These metrics can give you valuable insights into your campaign performance and areas for improvement. BUT... some platforms will limit what you can see if you're on a free or basic plan. You want to be able to see ALL of the metrics so you can make sound marketing decisions.

9. Automation

If you could have a little elf to send your emails for you, wouldn't that be fab? Well, that's pretty much what automation does! It allows you to set up automated emails or sequences, which are triggered by specific actions or dates. For example, you could set up a welcome email sequence for new subscribers, or a birthday email that sends automatically on each subscriber's birthday. It's such a big timesaver. Again, some free or basic plans don't give you full automation capabilities, so choose wisely here.

And there we have it – a beginner's guide to demystifying email marketing technology! It's not so scary after all, is it? Now you know the basics, it's time to get started.

And there's one resource that I know will make a massive difference in helping you. My Small Business Email Marketing course . It's for complete beginners and is a step-by-step guide to help you create and send your first email.

I'll be back next week with more email marketing goodness for small business owners. Don't forget to subscribe so you get a notification!

Hey, I'm Minal, and I love helping small business owners figure out their marketing. That's why I started?Marketing by Minal . No time on your hands? No problem, I've got you!

You need someone to help you figure out how to do your marketing in a way that feels right for you, with the money and time you’ve got. And I’m here for that. When you enjoy doing your marketing, it all falls into place and you see results.

Why work with me? Because I want to help you work out how to do things your way so that they actually get done. And of course, have fun along the way. That means listening to you, understanding your challenges and preferences and giving you jargon-free advice.

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