Email marketing is one of the oldest strategies. The fact that it managed to remain so popular over the years can be attributed to its simplicity. It’s one of the easiest and most effective ways to connect with your leads. More than 70% of global marketers view email marketing as an excellent marketing channel. In fact, according to email marketing statistics, email marketers claim that email marketing can give them a return on investment of as high as $44 for every dollar that you spend on it.
However, not everyone who starts using email marketing can hope to achieve those numbers right away. You first need to fine-tune your email marketing strategy and processes to reach a point where you start getting a good ROI. That’s why I’ve come up with this ultimate email marketing guide for beginners to help you get started on your path to email marketing success.
Email marketing is a very cost-effective digital marketing strategy of sending emails to your existing customers and prospects to get more conversions. When implemented correctly, it can convert one-time buyers into repeat customers and get prospects to make their first purchase.
It’s anticipated that by 2023, there’ll be more than 4 billion email users across the globe. To put this in context, it’s predicted that Instagram will have only 1.2 billion users by 2023. It’s clear — email remains one of the biggest communication channels, regardless of the upsurge in social media.
In a nutshell, email is a direct, cost-effective way that you can connect with your leads and, more importantly, nurture them. If you’re still not completely convinced whether you should invest in email marketing, here are two reasons that will change your mind.
Email marketing is the most direct form of marketing and gives you a lot of control over to whom you want to send your marketing communications too. As these people chose to sign up for your emails, they’re already interested in your brand. That’s why, with email marketing, you can target only relevant leads.
What’s more, you own your list of subscribers. Relying only on social media gives you a lot less control over your leads. For example, if you’re found guilty of trend abuse on a social media platform like Instagram or Twitter, your account can get suspended and with that, you’ll lose access to all those leads.
On the other hand, with email marketing, you’ll always have your list of subscribers at hand. Yes, sure, some will unsubscribe from time to time (just like followers will unfollow you on social media) and your emails could be marked as spam, but if you simply stick to the basics email deliverability and unsubscribe rates shouldn’t be an issue.
As mentioned earlier, email marketing gets quite a high ROI, much better than most forms of marketing. According to a Google Economic Impact Report, a business makes an average of only $2 in revenue for every $1 they spend on Google Ads. While SEO ($22.24) is 10 times higher than Google Ads, it still doesn’t come close to email’s ROI of more than $40 for every dollar that you spend on it.
This is, in part, due to the fact that you send emails to people who’ve already subscribed to your emails. These people are easier to convert because they’re already interested in your brand and its offerings.
Now that you know the benefits of email marketing and how it surpasses other strategies in certain areas, let’s discuss some of the ways to get the best results. From building your email list to creating campaigns to some of the most popular email marketing software solutions, here are all the most important aspects for creating a successful email marketing strategy.
The very first step in running a successful email marketing campaign is to build your email list. That being said, you need to consider who your target audience is when you grow your email subscriber list so that you can effectively target the right people with your marketing communications.
Truth be told, it takes time, effort, and patience. It’s best to use a number of processes to collect email addresses from different sources.
Your website is the best place to get people to sign up for your emails and build your email list. Add an email sign-up form on your “About Us” page and all of your most-visited landing pages. When creating the email sign-up form, ensure that it’s short and doesn’t have too many fields. A lot of people might just leave without signing up just because it looks like too much effort to fill in the form. So, keep your forms short and simple by including important fields only. As a matter of fact, many businesses actually just limit it to one field, which is the email address.
You should also place call-to-action buttons at strategic locations on your website that prompt your website visitors to provide their email information. These locations include headers, footers, and your sidebar. In addition to static call-to-action buttons, you can also use pop-ups that ask website visitors for their email addresses.
In addition to using your website, you can also use the checkout process as an opportunity to ask customers to subscribe to your promotional emails. Alternatively, you can also include a sign-up button in a transactional email like an order and shipping confirmation.
Another great way to get people to sign up for your emails is to use lead magnets or gated content. This essentially means giving people valuable content for free in exchange for sharing their email addresses. Lead magnets are generally digital materials that cost you nothing or very little to create. This could be anything from an eBook to a resource guide but has to be something relevant to your target audience.
Not only should it be relevant, but it should also be something that subscribers will be able to get right away and digest easily. While you want to include useful information, writing a mini-dissertation is no way to go about it.
At Influencer Marketing Hub, we, for example, use our Marketing Benchmark Report as a lead magnet. More than 103,000 creators have signed up for our weekly newsletter to date, proving that lead magnets, when done right, work like magic.
💡 Other popular types of lead magnets are:
- Bonus packs
- Free trials
- Case study