A Beginners Guide To Successful Email Marketing

One of the communication tools that some companies often overlook is the the humble company newsletter, but did you know that the newsletter can actually be one of your best assets?

As much as you may shudder when you open your inbox and you have, what it seems like, a million emails from your bank, high-street shop or even that gym that you left three years ago but haven't got round to leaving them all together (we've all been there), email marketing is an effective form of marketing.

As much as people say it is, emailing is definitely NOT dead – we are huge advocates of email marketing! More than 200 million emails are sent out every day – proving that this is certainly not the case, (although some days it does seem like that 200 million have come to my inbox, making my iPhone ping like a new 21st century musical instrument).

A newsletter can be your gateway to delivering your customers the highly relevant content and offers that they want, and overall increase traffic to your site and drive sales. An email can reach people from across the world with the click of a button, in seconds.

Whilst social media may look like it's over taking emailing, in certain cases it is more effective than emailing, but you can't expect one marketing medium to do it all. In fact, email conversion rates are three times higher than social media, with a 17% higher value in the conversion. So now you’re convinced you should be reaching out to your customers and prospects via email, let’s look at how to get started.

Here are a few things to think about before starting your quest to increase sales and conversions:

First, you need to develop a subscriber database, you can do this by adapting your website to include a sign-up box, creating a newsletter subscription box on your Facebook page or using this as an objective for your social media posts. As a result of the new GDPR, if you are wanting to use old data, please consult an expert for advice. If we can give you any advice it would be to not buy data from dodgy Dave down the pub, ensure its your own and you received the data by legitimate means.

To send your emails, there are many email marketing platforms to use that offer free or low cost solutions, such as Mailchimp, Constant Contact, Drip and Active Campaign. These plat forms can also combine your email marketing automation with your CRM and sales, and provide a detailed report of the results of your campaign. Finding the right platform for you requires a lot of consideration as each offers different features and you can easily end up paying more for fewer features and dire deliver-ability and no one wants that!

Its important that your email marketing reflects your branding, so developing a branded email template that is also mobile friendly is essential. A bespoke template is what will set you apart from your competitors, when your design is modern and visually attractive it gives your business that extra edge.

As a result of digitalisation, readers can open emails from wherever they are, whenever they want. Whether they are travelling or at work or relaxing at home, your email is ready in their inbox and available for them to view it from a mobile, laptop or tablet device, so making sure its mobile optimised should be top of your to do list.

Last but not least, make the content of your email personable, people are more likely to engage with your email if your using everyday language – and please include a call to action! Effective email marketing does take time, but be patient and weep the rewards later, because the results are worth the wait!

If you're unsure about where to begin with creating your own company newsletter and might need a helping hand, then contact our team today to arrange a complimentary consultation.

About the author

Danielle Barrett

Danielle Barrett

Head of Marketing

Danielle is our Head of Operations. Her role is to ensure optimal delivery of all products and services, paying special attention to value, quality, punctuality and of course, customer satisfaction.

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