The business today is governed and run by e-commerce and the rising influence of social media and Internet marketing. The integration of email marketing has become a crucial part of a business’ marketing strategy, regardless of size. More and more companies are exploring the different step-by-step guide about email marketing success. More and more email marketing strategists continue to come up with insightful and intuitive email marketing best practices.
There’s no single formula for success but there’s definitely a great best practice that could work for your business, one way or another. There’s no one-size-fits-all guide but there will always be something that you could start from and then develop, enhance and innovate down the line to align to your business goals and objectives. Whatever the indicators of your email marketing success would be, it is best to understand the fundamentals of how to get there.
That said, we have put together a back-to-basics approach of our step-by-step guide about email marketing success. Before you get started going through our list, keep in mind at all times that you will need to have a goal, otherwise all of our steps below will be for naught. When you have a firm and defined goal around email marketing, then you will be ready to take on each of the steps below to get to where you are heading.
- Building a healthy email list
This is the first step and a big no-brainer in the world of email marketing. You will need to have a good healthy list of email contacts to reach out. The second thing you need to think about when you have this is asking yourself, “What kind of email do I want to receive?” It’s like getting inside your recipient’s mind and looking through what do they really want to receive.
- Managing e-mail follow ups
One of the common pitfall of an email marketing campaign is the lack of focus around email follow ups. Say you have a customer or recipient who subscribed, then what do you need to do? Are you going stop right there and let the magic work? Or, are you going to be more persistent and continue providing value add and ultimately lead that recipient to becoming a successful sale and loyal customer?
Those are questions you will need to answer. Remember, the first follow up email that your email recipient will get after signing up is a critical and crucial piece of your email marketing success. Without it, all your hard work won’t take off and no matter how many step-by-step guide about email marketing success you are going to read and apply, nothing will matter.
Always jump immediately on that opportunity to send the first follow up email to all of your recipient right after they subscribe to you. This can be daunting task if you are going to do it manually but there are a lot of plugins and programs out there that you might be able to use to better manage email follow ups more effectively.
- Compiling the analytics and using them
This is a huge advantage that you will need to take and perhaps, one of the key decision makers when you are trying to subscribe to an email service provider. Analytics is a game changer in terms of email marketing. It gives you an ability to know what you have, understand the trends and foresee the future. Big data is the name of the game today and any business who does not put a lot of emphasis around using the data they have and the data available out there will definitely get left behind in the race. It is your key to understanding the present and unlocking the possibilities of the future, if not downright predict it. Analytics then is your tool to doing both.
There are a lot of email services provider nowadays that have complimentary analytics that you could use. If not, you can also subscribe to other analytics tools to help you with the data that you have in terms of your email engagements, open rate, unsubscribes, and click-through-rates. What analytics can provide is understanding each different scenarios, such as:
- Low open rates, which could indicate customers and/or recipients deleting your email the moment they receive them
- Low click-through-rate (CTR), which could indicate that your email doesn’t really give any interest to your audience
- High unsubscribe rate, which could indicate that your email campaign is not effective
With all these behavior at hand, you can immediately take action and focus on S.M.A.R.T. action planning and improvement on your email marketing campaign.