What is Email Marketing?
First things first, let’s define what email marketing is. Email marketing is the practice of sending targeted email messages to a group of individuals as a way to build their relationship with your brand and ultimately promote your services.
Now, you might be wondering if email marketing is still relevant in today’s digital landscape. The answer is a resounding yes! Despite the rise of social media, email remains one of the most effective ways to reach your audience.
The Role of Email in the Customer Journey
Email plays a crucial role in the customer journey. It allows you to connect with your audience at different stages, from when they become aware of your services to when they hire you and beyond. It’s a powerful tool that helps you build trust, establish credibility, and ultimately, generate more business.
Building Your Email List
Now that we understand the basics, let’s talk about building an effective email list.
Building your email list is the first step to successful email marketing. Rather than purchasing an email list like some companies do, you need a quality list of people who have personally subscribed. Anytime a person chooses to subscribe to your email list, they are showing an interest in your expertise and can be considered a warm lead for your business!
There are several strategies you can use to collect email addresses. One effective method is by using website sign-up forms that are integrated with your email marketing software such as MailChimp, Constant Contact, or ActiveCampaign, just to name a few. You can place these forms strategically on your website to capture visitors’ attention and encourage them to subscribe.
For more details about how to build your email list, see my article, “7 Ways to Quickly Grow Your Email List”.
Now before you go manually adding names and email addresses to your list, remember, it’s important to ensure your email marketing practices comply with regulations, such as GDPR and the CAN-SPAM Act.
You should always obtain permission from your subscribers and provide an easy way for them to unsubscribe if they choose to do so. This keeps your email marketing account in good standing so you can continue to market your services via email.
Craft Compelling Email Content
Now that you have a list, it’s time to write emails that capture attention, engage your subscribers, and drive them to take action. Let’s break it down …
Set Clear Goals
First, set clear goals for your email campaigns. Whether it’s promoting a new service, building a relationship with leads, or re-engaging inactive subscribers, knowing your objectives will help you tailor your content and measure success.
Segment Your List
Next, segment your email list. By dividing your subscribers into different groups based on their interests, demographics, or past interactions, you can send targeted messages that resonate with each segment.”
Write Attention-Grabbing Subject Lines
Subject lines are the virtual headlines of your emails. People’s inboxes are bombarded every day with people vying for attention. That’s why it’s important to craft attention-grabbing subject lines that pique curiosity, or create urgency, and make your subscribers eager to open your emails.
Design for Readability
Next, use your email marketing platform’s design tools to create visually appealing and mobile-friendly emails that make it easy for subscribers to read your content. Incorporate eye-catching images, and clear calls-to-action, and make your writing engaging to read.
Personalization is key to engaging your subscribers. Email marketing software enables you to use first names, reference past purchases or interactions, and make people feel valued. When your emails resonate on a personal level, your subscribers are more likely to take action.
So far, we’ve covered the essentials of email marketing, from building your email list to crafting compelling content and building customer relationships. But how do you ensure your emails result in sales? In part 2 of this article, we’ll explore how to perfect your ability to boost business with email marketing.