Email Marketing Basics
Email Marketing and Newsletters
Email newsletter marketing is a cost-efficient way to reach people who want to hear from your company. Whether sending updates on your company, special offers, helpful guides, or other content, this is one of the most effective methods of driving traffic to your site.
Must in Email Marketing
Before any email newsletter marketing endeavors your company undertakes, it is essential to understand the legal regulations governing email marketing. In sum, you are allowed to send bulk emails only to people who choose to receive emails from you. In other words, do not spam. Reading the CAN-SPAM Act would be a wise investment of your time.
Prepare Your Email Lis
Signing Up Subscribers
When building an email list, you want it to be as easy as possible for people to subscribe. The signup form should be placed where it is visible to people, whether on a landing page, blog, social media page, or somewhere else.
It is also important to tell people up front what they can expect to receive in your emails. How often will they receive emails from you? What will these emails be about? This will help people determine whether they want to sign up to receive these emails. If people decide the information you are sending is not right for them, they likely would add little value to your list.
As soon as someone signs up for your email list, send them a welcoming email. This may be a thank-you note, or it might contain a preview of what is to come. You may even want to welcome new subscribers with a special offer.
Create the Newsletter
Follow a Schedule
The most effective newsletters are distributed regularly. Rather than approaching each newsletter haphazardly, create a strategy, including a timeline, and stick to it. Possibly include your newsletter in your editorial calendar.
Reflect Your Brand
Your newsletter should reflect your company’s brand. Ideally, the entire newsletter theme would be customized. If you use an existing newsletter template, you can still customize the color scheme and include your company’s logo.
In addition to sending great content, you should also make it easy for subscribers to access and share that content. Because so many people access their email through phones and other mobile devices, your newsletter should be easily viewed on smaller devices. Additionally, it should be easy to share with friends through social media.
Measure Your Success
As with all campaigns, your email newsletter marketing campaigns should be monitored through an analytics program. It is vital to keep track of open and click rates to identify where to make changes to improve these rates.