Email Marketing: The Only Guide You Need (Updated)

email marketing

In this resource, we will be talking how email changed our lives and how email marketing still holds a valuable position when it comes to marketing your product.

Back in times when the Internet was launched, people were trying hard to forge their way out of this wilderness called World Wide Web.

Though the times have changed now and we can thank AOL for introducing us to the email and fuelling our addiction to it. In modern times, we have changed those messages with tweets, status updates and messages. But that doesn't mean that our liking towards email is going low.

In fact, we're living in a social media chaos and our email inbox is our isolated space to take a time off from that chaos. This is why as an entrepreneur I always want my clients to focus on creating successful email marketing campaigns.

But, most people don't know how to do it right. So, before we talk about best practices for email marketing which will help you succeed as a business owner, let's talk about the basics and learn how a powerful email marketing campaign is built from scratch.

You don't want to invade them

People are already bombarded with tons of advertisements, sales pitches, social media posts everyday and though you might think your advertisement looks better, chances are high that to the reader, it looks just like other advertisements. This is why it's important to know and understand why you're here and how to use your manners.

Getting to someone's inbox is like visiting someone's house and in my opinion, that should be done respectfully. It's same with the email marketing. So before we begin, let me share best email behaviours to follow:

Ist stage: Taking their permission

Without any doubt, email marketing start with taking permission from the reader, so we will first talk about building an email list.

There are many ways to do it. Some prefer doing it via offering newsletters and content updates while others like to offer something free to their readers in exchange for their email address.

I can't tell you the magical way to do it, but can surely tell having a clear motive in mind before asking for email address is important.

This is where copywriting gets super important and a great call to action comes in place.

Your readers will be interested in knowing these things before signing up to your site:

- How often will you email me?
- Will you send me relevant offers and deals?
- Will I get some discounts?
- What are your offering in return for my email address?

These are the things you need to address before asking people to subscribe to your updates. Simply just including 'enter your email address' won't help. In fact feel free to share the specifics with them.

I often subscribe to a website because of the following reasons:

- If they're offering whitepaper or e-books
- If they're offering free product notifications, catalogues, updates and more
- If they're offering any report sharing industry statistics

At the end, Amazon does this very well. You should always consider integrating some form registration or email subscription as a part of the purchase process.

It's about getting whitelisted

All the major email service providers are working hard to make sure that your mails don't get blocked by the ISP's because they control whether an email should land in your inbox or the spam folder. Although most of them work towards maintaining a quality score to ensure that your mails gets delivered properly.

More importantly, getting whitelisted is like getting marked as a friend. Provide easy to understand instructions to your readers and a quick follow-up mail after he subscribes to your email list is a good practice to make him feel secure.

Below are the instruction for these major email providers:

Constant contact
Campaign monitor

IInd Stage: The numbers

Following up to manage expecations

Email marketing is all about setting expectations and achieving them. If your call to action is strong and follow-up process is convincing, you can create a successful campaign. However, if you've promised your readers to send one email every week and instead sending them an email daily, then you're yourself taking your campaign down to drain.

In fact, if people are looking for daily product updates and your business is not delivering, it makes your readers upset too.

This is why follow-up email is crucial for email marketing campaigns. Almost all the email providers give you an option of sending automatic follow-up email and you should totally take advantage of it.

The initial follow-up mail should be sent immediately because it's the best way to introduce your business to your customers. Make sure you're explaining things in detail and not being quick and unobtrusive.

From this stage, it's just about living up to your customer's expectations.

When you should pitch

If you're in a habit of pitching your products often, then you should consider putting yourself in your reader's shoes. Ask yourself whether it's really relevant to pitch features again and again. As I said earlier, Amazon is really good at this.

They only send me a mail containing products which are related to my buying decisions. The point here is to send personalised updates.If you're planning to send blind marketing offers, chances are high that you might as well loose the permission.


Another option to consider is offering value. While Amazon is offering value through product recommendations, you can provide value in the form of newsletters linking to blog posts and other content on your site.

Keep in mind that every business has different needs so, your communication might differ as well.

Using the autoresponder

As a marketer, I always forget talking to my list. I only shoot an email to them when I have something to sell. This isn't a good practice to follow (I need to change it too)

This is where autoresponder can save you. While I recommend you to schedule content which you can deliver over the course of time.

For example: Copyblogger sends a newsletter titled "Internet Marketing for Smart People" to their subscribers which contains various pieces of content that teaches people about becoming a better online marketer.

I don't remember when I signed up for their newsletter, but I receive emails from them occasionally.

The benefit of this approach is when you plan to launch a new product, you know that you've already been in touch with your subscribers which makes it easy make a sale. If you're mailing more than one per day, you're probably over doing it.

IIIrd stage: Analytics

Every major email provider provides analytics about your email marketing campaigns.

Though all of them are important, but I prefer taking open rates, click through rates (CTR) and unsubscribes seriously. These metrics tell you about how well the relationship building process is taking shape.

If the open rate is less, it means people have started to delete your email upon receipt. It basically means, you have to re-work on your subject line.

If you're CTR is low, it means you're not targeting the message right. In this case, focus on improving your copy.

If the number of unsubscribes is high, you've got some serious work to do. Try to figure out why people are unsubscribing from your list and what made them to take this decision. If they're leaving after a specific type of email, work towards it.

If they're leaving early, then try giving clear call to actions.

Email analytics can help you generate better results if you're serious about them. The idea here is to 'pay attention.'

How valuable your list is

In the future, we will talk about more advanced techniques like measuring cost per lead acquired but for now, it's important for you to understand: your email list is one of the most important marketing tools to generate business.

If we assume that each user in your list is worth $2, then imagine what it be like if you loose a few hundreds of them over time.

What do you think about it? How has email marketing benefited your business? What email marketing best practices do you follow to grow your numbers? Feel free to share your thoughts and suggestions in the comments section below.
Email Marketing: The Only Guide You Need (Updated) Email Marketing: The Only Guide You Need (Updated) Reviewed by Akshay Chugh on 9:39 PM Rating: 5

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