Entrepreneur's Guide to Email Marketing Part II

Now that you've read our Guide to Email Marketing Part I ...

What steps do you need to take to establish your Email Marketing Strategy?

1. Choose an email service provider

These services are software services which manage subscriptions and send your email campaigns. Check out our blog post 'Top Email Service Providers for Entrepreneurs' to choose which service is best for you. This provider will help you:

- Store email addresses and customer data

- Manage lists, add tags, and process unsubscribe requests

- Format and send emails to your subscribers

2. Create an opt-in offer

You need to provide a captivating reason why people should sign-up to receive email updates from your business. An opt-in offer is an immediate benefit, free of charge that will persuade people to join your email list- this is often referred to as a lead magnet. Different lead magnets include:

a) Discount offers such as free shipping, coupon code or first order deals

Consumers are always looking for ways to save, so if you run an online store, discounts on your product are a great way to pull in sign-ups. A great way is to offer first order discounts which will incentivise new customers to try your product, leading to higher conversion rates.

b) A digital resource like an e-book or course

Customers who are considering signing-up to your email list already hold some interest in your business. Give them a nudge by offering subscribers digital resources, which will also help shape your brand expertise and reputation in your customers' minds.

c) A free trial of your service

This offers your target demographic a chance to see how great your business is, which will hopefully lead them to becoming hooked and invested in your brand - ultimately increasing retention and new customers.

3. Determine the type of campaign and draft your content

Just as businesses differ in products and services, so too do types of email campaigns. Some common types include:

Welcome Series: Right after they sign up to your list, send your subscribers a series of 3-4 short emails introducing your business, inviting them to your social media and getting to know them (e.g. ask for their birthday). This way, you form relationships with your customers. Welcome emails also receive higher than average open rates, click-throughs and generate more revenue.

Newsletter: Promoting your businesses' events and providing updates on news related to your business or industry.

Standard Promotional Campaign: These are the most common types of email campaigns. You can showcase some of your latest stock, reinforce your brand values and image, offer a discount to your products or services or do an announcement.

When writing your email marketing campaign remember to:

- Use a clear structure which is easy to follow

- Clearly communicate what the message of your email is

- Use engaging visuals

- Personalise your email according to their demographics and interests

- Maintain good and frequent timing

- Go beyond sending promotional content - be empathetic or educational

With these steps, you can create an awesome email marketing campaign strategy to reach and engage your customers!

How are you leveraging your email marketing campaign? Let us know your tips or questions in the comments below or in our Discussion Forum!