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Email Marketing Guide for Beginners

A person using a laptop with an email icon on it.


Email is an indispensable communication tool for our business. This is because it is a free, fast and reliable form of communication that is accessible to everyone with an internet connection. It allows users to foster and build lasting relations irrespective of distances with both prospects and customers.

E-mail is most widely used as a prospect conversion and customer retention. E-mail can particularly be an effective push for your online communications outreach. It comes in handy for customer retention as it can help in targeted email campaigns where your message can be pushed out to customers to inform and remind. As a two-way form of communication, it is valuable to gather feedback and prompt actions from your audience.

Projections indicate that by 2023 the number of daily global email users will jump to 347.3 billion and there will be 4.371 billion email users. Current trends point email accounts are expected to grow faster than the number of worldwide email users, underscoring the need for why your business should focus on email marketing campaigns. Despite skepticism, it is either at par or exceeds other marketing channels such as social media, SEO, and affiliate marketing.

If you’ve ever wondered why your small business should use an email marketing campaign, and how to use it step-by-step, then come check out our guide.

What is Email Marketing?

Email marketing is engaging with prospects and clients who have subscribed to your emails. Effective email marketing can help businesses turn prospects into customers and convert one-time buyers into lifelong loyal customers. The great thing about email campaign is that it is free and all you have to to to start is to simply get online.

Given the fact that you cannot provide face-to-face meetings if you have a large number of clients spread across wide geographical locations, an email marketing campaign with your clients can be an ideal way to build these relationships. With an email campaign, you can help create targeted and personalized messages.  Your marketing campaign can be used to reach both large audiences or smaller recipients depending on your particular needs and objectives.

These relationships could be in terms of subscribing to your newsletter, a holiday greeting, promotional offers, discounts and other types of engagement. With email marketing you can help people understand your company— what you stand for, what your values are and what your latest offerings are all about. What is even greater is you have more control in terms of creating targeted messaging through this form of marketing.

Benefits of Email Marketing

Email allows people to act immediately; increase leads and conversions rates; helps create brand or company awareness; promote products, services, and content. Emails allow you to deliver private, exchangeable messages, which can help in prospecting clients, increase customer retention and strengthen relationships.

According to the 2019 DMA Marketer Email Tracker report, the numbers favor email marketing. In it the average Return on Investment (ROI) from email marketing is $52.30 for every dollar spent. This is in addition to the lifetime value (LTV) of each individual email address which stands at $51.06 for B2C and $43.59 for B2B email addresses. All good news for email marketers.

How to Get Started with Email Marketing

With email marketing, you have a proven, easy and effective tool to reach your marketing goals. Below are some of the basic steps required to start your marketing campaigns.

1. Decide How You Plan to Use Email Marketing

Including e-mail as part of your marketing mix can help maximize the results of your marketing endeavors. The success will depend on the amount of research you put in your strategy. This will help you determine your message; select the right audience; how you will deliver your message and of course evaluate your results and tweak them when necessary. In addition your strategy should help inform you on how to manage your subscriber list; the design and copy of every email; scheduling delivery time; testing messaging; and analyzing results.

2. Pick an Email Marketing Tool

To get started with your marketing efforts, you can start by deciding on an email marketing tool. Email marketing tools help you to design, send, test, optimize and measure email campaigns. An email marketing tool could be a specific tool related to email marketing campaigns like an email subject line generator, or an inbox placement testing tool, or a suite of tools that enables a marketer to do all their email marketing end-to-end.

  • Manage your database list of subscribers. It’s where you keep your subscribers
  • Give you opt-in forms to add to your website, so prospective subscribers have a place to sign up
  • Automatically send confirmation emails, and handle the confirmation process for new subscribers
  • Automatically remove those who unsubscribe, so you no longer send them messages
  • Provide easy-to-use templates to compose email messages
  • Handle the process of broadcasting (sending out) marketing emails
  • Provide reports and statistics, so you can improve your email marketing
  • Automate some messages

3. Build a List

Building your e-mail address list is not an easy task and you will need to get the information and permission from the person or business you want to communicate with. You can start building your lists from repeat customers and interested prospects who know your business well enough to recognize your e-mails.

7. Grow Your List

For optimum results, you will need to continue growing your email list with a viable subscription list. One of the best ways to make a big impact among possible subscribers is to offer a lead magnet. A lead magnet is a free gift you give to recipients in your mailing list. Through a lead magnet, you can attract people by providing enticing offers. To encourage people to sign up you can offer up freebies such as free trials or samples, a free e-book, a free report, help in donations, or a free video training series. You can also use your website and social media channel to help encourage customers to sign on.

9. Segment Your List

It is important to note, you will need to break up your subscribers into smaller groups based on your specific criteria to make them more personalized and relevant. Not all clients and their needs are the same so you should be able to tag and segment your recipients based on whether they are new to your company or have made previous purchases. The goal here is to avoid sending irrelevant messages to everyone and risk sending your emails to spam purgatory. You might want to include a checkbox on your opt-in form for those who wish to receive emails with discounts and offers and others for new product launches.

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