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Email Marketing Guide for 2020

Half of the world’s population uses email. This means that email marketing is one of the easiest ways to reach those billions of potential customers. 81 percent of small business owners rely on email marketing to generate leads and convert window shoppers into buyers. If you’re not implementing email marketing tactics into your business, you might as well quit now. If the idea of email marketing frightens you, follow our guide. It’s never been easier to generate money from sales.

More email related marketing articles from HVMA:

– Email marketing tactics 

– 5 Income Generating Reasons To Start Email Marketing

– Data-Driven Social Media Marketing

– Data-Driven Sports Marketing

Find a Provider

Email marketing is a professional practice and should be treated as such. This means that you should let a professional handle it for you. Not only does this help your business overall, but it gives you more time to take care of other things. Running a business isn’t easy, and extra time is hard to come by. Professionals will make sure everything is in order and in place, giving you more precious time.

Besides this, email marketing isn’t an easy feat to accomplish right off the bat. It takes practice, and if you attempt to do it on your own, you won’t achieve the same money-generating results as you would with a professional. Do it right the first time around and save yourself from the hassle.

Types of Emails

Before we can even continue, you have to first understand the different types of emails. The Blayney Partnership points out that they are seven types of emails every business should be sending. Newsletters are the first type, and probably are the email that you are most familiar with. Why is that? Well, because you receive them when you subscribe to a website. They give you updates about new content, events, and more depending on the business.

The important thing about newsletters is to send them consistently. That is how they are most effective. 83 percent of companies open them, so send them Monday morning when you know all decision-makers and owners are in their office.

The issue with newsletters is that you can lose your subscriber’s attention. I know when I receive emails with several offers in them, too many links or updates, I click right out. You want to capture the attention within the first 10 to 15 seconds. That is why you must learn about standalone emails.

Standalone emails focus on one issue. It may sound basic, but you want to focus on keeping your readers attention. Too many offers and information might overwhelm them, and now you’ve lost out on a potential client.

More To Learn

Lead emails are sort of self-explanatory. They are a part of a larger series with the purpose of getting you engaged on a weekly basis. For example, a health website might send you an email every week that is part of a series of living healthier for the month of February. It keeps you coming back each week because you want to see what new tips or suggestions are coming next.

The moneymaker emails are transactional emails. How do you make money from them? You advertise your products in the email. If you are a smart owner, you already know what products they are most interested in based on collecting data from your own website. Check out which products generate the most traffic, and then display those same items in the emails to your subscribers.

Don’t be afraid to celebrate either! Remember, always make the client feel good. Celebrate a 6-month anniversary of them subscribing. Send them a coupon in the celebration email for every milestone they reach that can go towards one of your products. Always keep them engaged, even when you might not have anything to offer. It’s engraved in human DNA to want to be appreciated.

Keep it Simple!

Blayney Partnership reported that simpler emails with less coding were preferred over extremely complex emails. Does this mean to send out boring emails? Absolutely not! It does mean that you should not have a million images, gifs, ads, and more shoved down the throat of your subscribers.

Keep your emails to one to two paragraphs. Write three paragraphs at most! It is not supposed to be a college essay. Most importantly, optimize all of the emails that you send.

Optimize Optimize Optimize!

90 percent of businesses believe that it is essential to optimize emails for mobile devices. Blayney added that in 2016, more than half of all emails opened came from a phone, tablet, etc. Optimizing, for all intents and purposes, means that everything is synced. There are several software tools to help you with this. Sparkpost pride themselves on having better deliverability, being reliable, and having more personalization when sending emails. They realize that every customer is unique, and believe that every email should have a signature touch to it.

There are other services like MailChimp, and ActiveCampaign. MailChimp is by far the most popular. Their website describes themself as “an all-in-one marketing platform that helps you manage and talk to your clients, customers, and other interested parties.” You can customize your signup pages, gather data, create campaigns on Facebook, design postcards, make landing pages, and so much more.

Generate Leads

There are lots of ways to generate leads. This is the easy part of the process. Whether it’s through Facebook ads, or simply collecting information in your store or place of business, you must do it. It can even be as simple as offering discounts and coupons and seeing who takes them, as well as installing popup forms on your website.

This is a great way to determine who is and isn’t interested in your products and services, and therefore who would and wouldn’t want to receive emails from you. The more people you can add to your mailing list, the better. Never stop seeking out leads, for that’s what keeps your business running smoothly.

Automation Emails

Welcome emails typically have an 82 percent opening rate. Unfortunately for most businesses, the opening rates tend to fall off for the emails that come after. If you don’t want this to happen to you, make sure you send your emails at the same time every week to ensure that your customers don’t forget about you. You can also send them daily if you really want to drive your message home. This lets them know that your business is fully operational and ready for them to shop.

When it comes to the content of your emails, make sure it’s relevant. It doesn’t have to be a huge announcement every single time, either. It can be as small as sending them a welcome email after someone connected to the wifi in your place of business. Emails with holiday greetings, birthday wishes, and other celebratory information are great places to start. Not only is this an easy process, but it gives the impression that your business cares about its customers and wants to keep in contact with them.

Build Trust

The most important aspect to come from email marketing is building trust. Your business won’t be successful if your customers don’t trust you–point blank. Consistent email marketing, whether it’s daily or weekly, is key. When you send emails at the exact same time of the day, it creates stability between you and those who receive the emails. If this doesn’t seem like a huge accomplishment, consider how it reflects on your business as a whole. If you do everything perfectly in an email, then you must do everything perfectly as a business. Always act how you want others to see you.

Call to Action

The reason you send emails is to get engagement. You want readers to click on links in your emails and visit your website. If your content isn’t interesting from the beginning, people aren’t going to do any of that. Find the value in your emails and try to recreate that feeling in the people who read them. Make sure they’re light, easy, and direct.

People aren’t going to enjoy reading a novel, so don’t make your emails look and feel like one. From here, you want people to take action in any form. It can be reading an article you wrote, forwarding your email to a friend, asking questions, and so much more. If people enjoy shopping with you, they will want to read what you have to say. Make sure it’s worth their while if they do.

Benefits

One of the biggest benefits of email marketing is to increase your web traffic. The better the emails you send out, the more time people spend on your site. In addition to that, when people buy things that they like, they are more likely to share that on social media.

Higher site traffic leads to a higher promotion on Google. Keep in mind, this is without using any SEO strategy on your own. We are simply talking about using emails to boost engagement on your website. You want search engines to up your businesses rank as much as possible before you pay for promotions, ad campaigns, etc.

Above all else, email marketing keeps you in touch with your clients. We can sometimes get so caught up with the backend of a business, that we forget what made it so successful in the first place. Email marketing allows you to know what prospects and customers enjoy. It’s almost as if you are building a relationship with them, without ever meeting them in person.

Collect Data

Use the emails you send out as a way to collect data on those who read them. This includes how many people open it, which links were clicked on the most, how many clicks, in general, were made, and more. This is an extremely important part of the process in order to get better results and a higher return from email to email. You can change the emails as needed and suit them to better fit those who are engaging with them.

Breakdown the success of your emails

Your data collection is not the final step. We mentioned above how you need to check results of your emails. No matter what email marketing service you use, each one gives you a demographic breakdown of your audience. What are the percentages of opens and clicks? Are your emails being opened by more men than women? By looking at the reports of your emails, you can see which content resonated more with your audience. Analyzing your email marketing data can be the difference between breaking even financially or ending the week in profit.

Email marketing can change the course of your business forever. It’s amazing what one little email can do for someone on both the sending and receiving ends. If you follow this guide, you’re well on your way to having the most successful year yet.

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