How do you get started with email marketing?
Email marketing is a powerful tool for staying in direct contact with your target audience. It helps you build relationships, showcase your expertise and increase conversions. But how do you get started with an effective strategy? We’re happy to show you where to begin with email marketing.
Set clear goals
Before you start, it’s important to decide what you want to achieve with email marketing. Do you want to generate more sales, increase your website traffic, or simply boost your brand awareness? Clear goals help you work in a focused way and make results measurable. Examples of goals include:
- 10% more website visitors via emails within three months.
- At least 15% growth in newsletter sign-ups per quarter.
- An open rate of 25% within a specific campaign.
Build a strong email list
A good email marketing campaign starts with a strong list of subscribers. It’s important that you only approach people who have explicitly said they want to receive emails from you. This is not only necessary to comply with GDPR rules, but also ensures an engaged and interested audience that is open to your message.
To build a good email list, it’s essential to offer value. Think of sharing a free e-book, a handy checklist or an attractive discount code. Also make sure you have clear, easily accessible sign-up forms on your website, blog or social media. Finally, a double opt-in helps safeguard the quality of your list and prevent spam complaints.
Choose the right tools
A good email marketing tool can make all the difference. Platforms such as Mailchimp, ActiveCampaign or Klaviyo offer user-friendly interfaces, automation options and extensive analytics. What should you look out for in a tool?
- User-friendly templates.
- A/B testing capabilities.
- Good integrations with your website or web shop.
- Affordable pricing as your list grows.
Create valuable and appealing content
Your subscribers will only open your emails if they’re relevant and appealing. So focus on valuable content and a professional look and feel. Aim for a balance between information, inspiration and promotion.
Tips for appealing emails:
- Write a catchy subject line that sparks curiosity.
- Keep the message short and clear.
- Use visuals such as images and buttons, but don't make it too busy.
- End with a call to action (for example: “Read more” or “Get the offer”).
Analyse and optimise
Successful email marketing doesn’t end with sending a newsletter. It’s important to analyse your results regularly and discover what works well and where there’s room for improvement. Metrics such as open rate, click-through rate (CTR) and bounce rate give you insight into how your emails are received and opened.
With these insights you can keep optimising your campaigns. For example, experiment with new subject lines to attract more attention, or test different send times to increase your audience’s engagement. That way you keep refining your email marketing strategy.
Consistency is key
Email marketing works best when you have a consistent strategy. Draw up a clear schedule and make sure you stick to it. Whether you choose weekly newsletters or monthly updates, it’s important that your subscribers know exactly what to expect from you. Consistency builds trust and keeps your audience engaged.
Ready to start with email marketing, but want to know where you can unlock extra opportunities? Request the BE Digital Scan! With this scan we look specifically at your digital strategy and show you how to optimise your email marketing and other areas. That way you’ll find out exactly what works best for your business.