Learn the steps you can take to add email marketing to your marketing mix. In addition, explore how you can make email marketing work for your business.
- Adding email into your existing marketing efforts can be seamless while increasing your brand's awareness, driving traffic to your website and boosting your bottom line. Your first step to integrating email marketing is to define your marketing objective. Basically, that's determining what the nature of your email campaigns will be. For example, you could decide to focus on newsletters that drive brand awareness and keep customers and prospects up-to-date on your business, services or products. In those newsletters, you could include recent company blog posts, upcoming events or unique content catered to your audience.
As always, start simple. It can be totally overwhelming beginning your email marketing on top of everything else you have to focus on in your business. But as you learn the tools, test your campaigns and become more familiar with email marketing then you can add more complexity. As you begin to add your email marketing into the mix, an important piece will be allocating the proper resources. If you are in an organization with multiple teams, you may need to get buy-in for management. If you're a solopreneur, start adding email marketing tasks to your calendar to ensure you allocate enough time per day, week or month to handle the new workload.
Once you are clear on your email marketing objectives and you have the resources in place, you will need to find a service provider. You can't send out emails to customers or prospects without the use of one. And there are two things to consider when choosing a provider, that's compliance and features. Due to strict spam and privacy laws, be sure to find a provider that is in compliance and most large providers like MailChimp are. But sending from your personal email account is not in compliance.
As for features, you will wanna take a look at the various options for each service provider. Let's take a look at MailChimp. Looking at the features on MailChimp, you can see that they have the ability to integrate with your online store. Further down they have the ability, as well, to automate your email marketing. This means it makes it really easy for you to scale your email efforts. And further down, mail chimp can help you, as well, with your Google remarketing advertisements.
If you do plan on a lot of volume, so that means you'll be sending out a lot of emails, you might wish to choose a provider with adequate pricing so that you aren't getting dinged every time you send out an email. Here for example, you might look at the Pro Marketer plan. If you are a beginner, I recommend starting with MailChimp or Drip. You can always switch providers as your needs grow, but it's even better to choose a provider who'll grow along with your business's needs and email list.
Adding email into your marketing will be one of the best decisions that you make. By allocating resources and finding the perfect provider you will be well on your way.
- Recognize the purpose of email marketing.
- Recall the goal of a segmentation strategy.
- Determine the appropriate strategy for testing emails on mobile and desktop devices.
- Identify two metrics that can be used to understand which types of emails people interact with.