Welcome to another episode of our free resources. I’m sure after going through other resources; you’ll be excited to start with email marketing and using it to drive sales and revenue for your business.
But how exactly do you get started? What are the steps you need to take to get up and running with email and ensure your campaigns are a success?With these resources, I’ll walk you through the steps of getting started with email marketing and ensure your first campaign is a success.
Step 1: Set Your Goals
I guess you would be little disappointed to read the step 1. You would have wanted to sign up for an email marketing tool and send your first email. But, it’s not how it works, and you know that too.
Before diving in head first, you should take a moment to think about your goals and what you want to achieve with email marketing.
Because, it’s the goal that’ll dictate everything else you do – the type of campaigns you send, whom you send, what content you include, and how you measure the performance.
Most people start with signing up to an email marketing tool and then don’t do anything else. The culprit is not having goals. Without a destination to reach, you wouldn’t be able to pick a route to travel. (I always wanted to write such zen-like sentence!)
Email marketing, being the single most powerful channel to reach your audience, can be used to achieve a number of different goals. So, it’s worth spending your time thinking clearly about the results you want to achieve with it before jumping in.
It could be anything.
– Driving new signups for your product or service
– Generating and nurturing leads for your sales team
– Driving more attendees for your event or webinar or
– Generating more sales
Step 2: Build Your List
Now you can congratulate yourself since you’ve decided your goals. It’s time to build your list (or grow your list if you already have one) All you need to build a list is a simple formula and a right email marketing tool.
An incentive (also known as the lead magnet) + easy signup option = big email list. And allow me to explain it.
To build a list, there are only two components you need to get right.
The lead magnet and a simple signup process.
Let us talk a bit about these components.
The lead magnet
People are skeptic by nature. They don’t want to share personal details like email address and mobile number. There is an intrinsic resistance to share such details.
The lead magnet is the incentive you need to give to your prospects to break the resistance and share their email address with you (thus giving you permission to send them emails).
The lead magnet can be anything.
An email course
A free course
A case study
Discounts (aka coupons)
You need to remember one rule. The lead magnet you choose should be relevant to the goal you want to achieve.
A simple signup process
People are lazy by nature. Unless you make the signup process as simple as possible, they won’t be signing up even if your lead magnet is worth a lot.
(Pro Tip: You can use this to filter and get more targeted signups. We’ll talk more on this in another email) Do you remember Amazon’s most famous and patented one-click checkout process?
You also need a right email marketing tool to capture and build your email list. I recommend MailChimp / MailerLite as the free options to start with. But, choosing the right email marketing tool is a big decision, and I’ll write a more detailed blog post on it.
Step 3: Pick A Right Campaign Type
You are halfway through it, so congratulations once again! You’ve completed selecting the goal and building the list. Now is the time to pick a right campaign type that’ll help you achieve your goals.
There are several types of email campaigns you can use, but we will focus on the top 2 here.
This is the most common type of email campaign used by both b2b and b2c businesses. A newsletter is a great way to keep in touch with the list of people who already know you. It’ll help to place your product or services top of mind and drive people back to your website.
This is something you’re really familiar with. You would’ve seen it in action on my list. Whenever I publish a new blog post, I send an email to the entire list announcing the new content I just published.
If you were part of my free digital marketing course list, you might have received the new lesson announcement emails.
This is a great way to announce your list about the new content or product or service you’ve launched. It instantly drives a massive traffic to your business (depending on the size of your list).
I get tens of thousands of visits each time I mail my list announcing my new blog post. Both these email campaigns can be used to drive visitors to the website, get signups to new products, create awareness, and nurture your leads.
Step 4: Set Up & Measure Your Campaign
We’ve reached the final step of the email marketing setup process. Now it’s time to put email marketing in action and measure the performance.
Setting up the campaign:
Login to your favorite email tool and set up your first email campaign (following their specific instructions).
Start the campaign.
Measuring Your Campaign Performance:
Once your first email is out of the door, getting opened and clicked, you’ll be able to track and measure the performance.
You can track the performance in two places – your email marketing tool and your website analytics tool.
You can track a variety of metrics like open rates, click-through rates, unsubscribe rates, and bounce rates, etc. from your email marketing tool.