Looking for a way to understand how to start email marketing? This step-by-step guide breaks down exactly how to set up your first email marketing system, from choosing a platform to writing emails that people actually open. You’ll get our proven process and a simple checklist that will help you kickstart without any hassles.
Choosing the Right Email Marketing Platform
The first step in your email marketing journey is selecting a platform that suits your needs and budget. Here are some popular options to consider:
• Mailchimp: User-friendly interface, great for beginners
• Constant Contact: Robust features and excellent customer support
• ConvertKit: Ideal for content creators and bloggers
• Sendinblue: Affordable option with advanced automation features
When choosing a platform, consider factors such as:
• Ease of use
• Pricing plans
• Available templates
• Automation capabilities
• Integration with your existing tools
Building Your Email List
A successful email marketing campaign starts with a quality list of subscribers. Here’s how to start building yours:
1. Create compelling opt-in forms on your website
2. Offer a valuable lead magnet (e.g., e-book, whitepaper, or discount code)
3. Promote your newsletter on social media
4. Use pop-ups strategically (but don’t overdo it)
5. Add sign-up options to your checkout process
Pro tip: Never buy email lists. Building an organic list takes time, but it’s worth it for better engagement and deliverability.
Segmenting Your Audience
Segmentation is crucial for delivering targeted, relevant content to your subscribers. Divide your list based on:
• Demographics (age, location, gender)
• Behaviour (purchase history, website activity)
• Interests (product preferences, content engagement)
• Stage in the customer journey (new subscriber, loyal customer, inactive user)
By segmenting your audience, you can create more personalised and effective email campaigns.
Crafting Compelling Email Content
Now that you’ve got your platform and list sorted, it’s time to create content that resonates with your audience. Here are some key elements to focus on:
Subject Lines
Your subject line is the first thing recipients see, so make it count. Keep it:
• Short and sweet (aim for 40 characters or less)
• Intriguing or value-driven
• Personalised when possible
Email Body
When writing your email content:
• Use a clear and concise writing style
• Include a strong call-to-action (CTA)
• Break up text with images and subheadings
• Personalise content based on subscriber data
• Focus on providing value to your readers
Design and Layout
A well-designed email can significantly impact engagement. Consider these design tips:
• Use a responsive, mobile-friendly template
• Stick to your brand colours and fonts
• Include alt text for images
• Use white space effectively
• Keep the layout simple and easy to scan
Automation and Workflows
Email marketing automation can save you time and improve your results. Start with these basic workflows:
1. Welcome series for new subscribers
2. Abandoned cart reminders
3. Post-purchase follow-ups
4. Re-engagement campaigns for inactive subscribers
As you become more comfortable with automation, you can create more complex workflows tailored to your audience’s needs.
Testing and Optimisation
Continuous improvement is key to email marketing success. Implement these testing strategies:
• A/B test subject lines, CTAs, and content
• Experiment with send times and frequencies
• Monitor open rates, click-through rates, and conversions
• Use heat maps to analyse subscriber engagement
Campaign Monitor’s Email Marketing Benchmarks can help you gauge your performance against industry standards.
Measuring Success: Key Metrics to Track
To evaluate the effectiveness of your email marketing efforts, keep an eye on these crucial metrics:
• Open rate: The percentage of recipients who open your email (here’s a comprehensive guide on optimizing open rates)
• Click-through rate (CTR): The percentage of recipients who click on a link in your email
• Conversion rate: The percentage of recipients who complete a desired action (e.g., make a purchase)
• Bounce rate: The percentage of emails that couldn’t be delivered
• Unsubscribe rate: The percentage of recipients who opt out of your emails
Remember: These metrics should be analysed together to get a comprehensive view of your campaign’s performance.
Compliance and Best Practices
Ensure your email marketing efforts comply with relevant regulations, such as:
• PECR (Privacy and Electronic Communications Regulations) in the UK
• GDPR (General Data Protection Regulation) in the EU
• CAN-SPAM Act in the US
Key compliance points include:
• Obtaining explicit consent before sending marketing emails
• Including a clear unsubscribe option in every email
• Providing your physical address in the email footer
• Being transparent about how you collect and use subscriber data
Advanced Strategies to Consider
As you become more comfortable with email marketing, explore these advanced techniques:
• Behavioural triggers based on website activity
• Dynamic content that changes based on subscriber data
• Predictive analytics to anticipate customer needs
• Integration with other marketing channels (e.g., social media, SMS)
• Interactive elements like polls, surveys, or animated GIFs
Common Pitfalls to Avoid
Steer clear of these email marketing mistakes:
• Sending too many emails (or too few)
• Neglecting to clean your list regularly
• Ignoring mobile optimisation
• Using misleading subject lines
• Failing to segment your audience
• Overlooking the importance of email deliverability
By avoiding these pitfalls, you’ll be well on your way to email marketing success.
Tools and Resources
To enhance your email marketing efforts, consider using these additional tools:
• Canva for creating eye-catching email graphics
• Grammarly for proofreading your content
• SubjectLine.com for testing and improving your subject lines
• Litmus for email testing across different devices and clients
Remember, email marketing is an ongoing process of learning and improvement. Start with the basics outlined in this guide, and gradually incorporate more advanced strategies as you gain experience. With persistence and creativity, you’ll be able to harness the full potential of email marketing to grow your business and engage your audience effectively.
