Here it is! – That insightful guide to Email Marketing for beginners that you’ve been waiting for since ever.
This guide is designed to serve all amateur marketers as a primer in the field of Email Marketing. It gives a broad overview of Email marketing and guidance on exactly how to start. In this guide, we are also going to cover some basics of email marketing for beginners. Learning these tips will significantly help you maximize marketing success.
Our guide helps you (even if you are a novice) in two ways:
- To understand the significance of email marketing
- Step by step way to execute email marketing.
Introduction to Email marketing for beginners
Well-known marketer Jay Abraham suggested three growth multipliers for business
- Increase in the total number of customers (C),
- Increase in purchase frequency (F) i.e total number of purchases per customer.
- Increase in the average order value (AOV) i.e total revenue divided by the number of orders.
Email marketing can influence all three growth multipliers at the same time as below
- It enables automated welcome emails and abandoned cart emails that can increase conversion rates (C).
- It enables Bounce back or win-back campaigns which can increase a customer’s number of purchases (F)
- It enables Lifecycle campaigns and email broadcasts can automatically highlight high-value products to the right customers (AOV)
Email marketing is an effective and simple way to reach target customers globally with relevant and personalized messages at the right time.
The consistent growth of email service providers is the surest indicator of email marketing as a wisely use tool for business growth. Irrespective of restrictions imposed on various other channels like Search engines and social media for customer communication, email marketing registers maximum reach with customers.
Customers prefer to purchase from a familiar brand. Email marketing deepens the bond between the customer and the brand. Email marketing ensures good ROI as compared to other channels. A study from Shopify data shows that email had the highest order conversion rate during Black Friday or Cyber Monday.
What problems does email marketing solve?
Customer retention and acquisition: It is observed that even if the website traffic is good, a visitor may not necessarily come back to make a purchase. Compelling email broadcast not only helps to keep the customer engaged for repeat purchases but also helps to increase customer retention and acquisition by providing subscribers with an incentive to stay in touch.
High Deliverability: Marketing is all about messaging and measurement. While planning to execute your marketing strategy on social media and search engines you may get unexpected results due to the action of unplanned tweaks to algorithms. Whereas in email marketing such gatekeepers may not be effective due to the high deliverability rate of Emails.
Cost-Effective: Email is more cost-effective than any other channel.
Email Marketing for Beginners- How to Get Started
As marketer Bob Frady writes, “Customers don’t sign up for email, they sign up for your brand.”
Here are some ideas on how to proceed with email Marketing to generate new subscribers and drive sales.
Step1: Pick an email marketing service:
The maiden step towards email marketing is to choose an email service provider. This will help you in your email list building. While shopping for your perfect marketing tool that fits your need keep in mind the following so that you don’t have to switch providers.
- It should be robust and cost-effective.
- It must have good reviews.
- It must have Addon features like Drag-and-drop editors, Email templates, and so on.
- It should be easy for integration with CRM. Email marketing tools like Jilt, Conversio easily integrate with Shopify.
Step 2: Create the email list:
Start collecting the Email address of your subscribers and customers and you will never regret it. You can start growing email list of subscribers using the following tips
Set up a pre-launch page
A basic landing page on your domain invites website visitors to stay informed about your products and services by sharing their email addresses. A compelling copy of the landing page can be created by adding offers, incentives like early bird offer, and so on
Collect emails from sales and customer accounts
Once the first purchase is made you can request customers to create a customer account. This is significant for business as it contains relevant information like email addresses. This also makes purchasing history easier to track.
Place opt-in forms across your site:
Opt-In forms must be carefully placed on positions of most customer engagement like relevant pages across your online store to move them down the funnel. You can place signup forms on header, navigation or footer or about us page, blogs, or resource page (preferably in line of in sidebar of your blog). You can also use popup forms. For example, Exit-intent popups are shown only when the visitor drags the mouse away from the website towards the search bar or back button. You can use Privy, Sumo on the Shopify App Store to create pop-ups.
Accelerate signups with lead magnets
The best converting Lead magnets can be used as an incentive for visitors to share their email. Some popular lead magnets could be, exclusive deals and discounts offer a contest, access to educational content that puts the customer in a buying frame of mind. You can ask for emails in person.
Step 3: Understand how to send emails legally:
A well-known marketer Seth Godin termed Email marketing as permission Marketing. Your email list of subscribers is legal permission by subscribers to receive content. While you plan to send away cold email campaigns, it is important to make yourself aware of rules and regulations while competing in the global marketplace. For example, Laws like CAN-SPAM sets rules around commercial email. (GDPR) General Data Protection Regulation, is meant to protect personal data for individuals within the European Union, CASL helps protect Canadians. Now you can jumpstart your email marketing. We hope you have found this guide helpful. To keep advancing your marketing journey you can check out helpful resources on our website
