Email Marketing Guide: Master The Art Of Email Marketing

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Freelancing and outsourcing is a top-rated earning source nowadays. With the help of your creative genius and the right knowledge of online marketing, you can become a business tycoon in no time.

For the above scenario to become true, you’ll have to attract and capture online traffic. However, there’s no guarantee that you’ll win all the visitors that visit your page. To ensure that you obtain the most customers or to at least convert the leaving visitors to email subscribers, you’ll need to master the art of email marketing. And that’s why we have brought to you this article on Email marketing Guide today. By following the standard techniques and norms of email marketing along with an added, you’re pretty much guaranteed to recover the abandoned cart sales, fish out the visitors that left the page and improve your lost revenue. This is an excellent option for all sorts of business and enterprise.

And that’s why today we have brought you this article on email marketing tips and tricks.

What is email marketing?

email marketing

Email marketing is the fastest and most organic way of marketing your content. Now, what is organic marketing? Organic marketing is the way of marketing where you need absolutely zero investment to make an effort to draw customers. Now consider email marketing. All you have to do is sending emails to prospective customers and visitors who visit your page.

However, it is easier said than done. There are a lot of equations at play here when engaging in email marketing. First off, you need to send emails to literally thousands of prospective customers and visitors. And doing that manually will take you forever. Secondly, customizing the content of your email according to a different individual visitor may also prove to be a daunting task. Finally, keeping track of how many prospects has been turned into permanent visitors and how many one time clients have been turned into loyal lifelong customers may prove to be impossible at times.

WHY SHOULD I USE EMAIL MARKETING? If you want the simple answer to this question, just know this that the ROI of email marketing stands at almost an astonishing 4400%. Yes! You saw it right. Also, people shopping from news gotten from email notifications tend to spend 138% more than people who don’t get email notifications.

Now, let’s get down to business.

Steps to design an Integrated Email Marketing Campaign:

Step 1: Starting with a Lead List:

Let’s do a quick recap of our marketing knowledge. Two of the most critical processes in marketing are Segmentation and Targeting.

Let’s start off today’s Email marketing Guide by discussing Segmentation first. Segmentation necessarily means dividing a prospective consumer base of your intended service into a few classes based on specific criteria. The Segmentation can be found on age, gender, profession, income differences, demography etcetera. While segmenting, make sure to do it based on criteria that best fit your purpose. In this way, come up with a few segments of prospective clients.

Next step is Targeting. Targeting means to channel your resources and direct your campaign towards a particular segment of your intended client. That is targeting preceded by Segmentation. Once you’re done with segmenting your prospective clientele base, you go for marketing to a specific segment. That is, you target the part you believe you can benefit the most out of.

Once you’re done with the Segmentation and targeting, you should start with your marketing planning and procedure.

Step 2: Creating a Lead Magnet:

Now that you have created your Segmentation and have selected your target segment, it’s time to understand what a lead magnet is in today’s Email Marketing Guide. People will not even leave their email address to you if you can’t provide a proper incentive to them. When you create an opt-in form to make people go their email address with you, you can’t expect them just to do it or even give your style the least bit of attention. You need to provide them with something to fill out you are the opt-in form. And this is your Lead Magnet.

You can provide a free e-book, pdf, audio or video tutorial, case studies, tips and tricks, coupon, discount code, etc. This will cause people to consider your opt-in form more seriously, and they will tend to leave their email address more frequently.

Now, there are a few effective criteria (5 to be more specific) for your Lead magnet to be more effective.

  • The first criterion is that the Lead magnet has to be consumable; that is, the consumer has to be able to use it properly.
  • Secondly, it has to be actionable. That is, the lead magnet you provide has to be something useful to the people, and there has to be particular usefulness to it like you can give specific skillset tips or other things.
  • Thirdly, you need to provide a Lead Magnet that's not rubbish and is effective. People will get their first impression of you based on the Lead Magnet you offer them, and if that's not usable, then you certainly can't expect them to do business with you.
  • If you've done proper Segmentation, then you must have already done your homework. And if that's true, then you will have no problems finding out the appropriate Lead Magnet for your consumers because relevant Lead Magnets are essential in capturing clients.
  • Finally, immediate Gratification. CANNOT stress this enough, people. Instant Gratification is significant. When people leave their email address with you expecting some return, give it to them ASAP. Don't leave them hanging. Provide it immediately. Remember, faster response means faster conversions.

How to create an excellent opt-in form:

  • Create a capturing headline that clearly entices what your Lead Magnet is. It will attract your consumers and make them fill in your way.
  • Make sure that your description is accurate and to the point. Use bullet points and headers to keep it cleaner and attract your audience correctly.
  • Make sure to add relevant visuals that can be linked with your lead magnets like a thumbnail of your e-book or something else. This helps to create an image in the mind of your clients such that they can visualize your product clearly.
  • Keep your form minimal and straightforward. Don't ask for too much information in an opt-in form. This may bother your customers, and instead of luring them, may lead them away.
  • Use a subscribe button that stands out and lures peoples attention right away. You can use uncommon buttons with texts that say, "I want the PDF now!" In this way, you'll get to convert more prospects into clients.

Positioning your Opt-in Form:

OK, you have your opt-in form ready. What now? You have to place it somewhere on your site, right? Bow, your site may have numerous pages, and every page may have various prospective positions to put the opt-in format. So where and how do you display it? Our expert team of consumer behavior analysts has found out the following 13 places or spaces in your website to put the opt-in format.

  • Splash Page
  • Welcome Gate
  • Floating Bar
  • Site Header
  • Blog Archive Page
  • Within Blog Posts
  • Sidebar
  • In A Timed Lightbox Popup
  • In A Scroll Box
  • Footer
  • About Page
  • Resource Pages
  • On A Designated Sign-up Page

OK, so now you have collected the email list of people you’re going to send the emails to. Great! However, proceed with extreme caution with your email list. Don’t buy email lists from anyone. While it may sound lucrative, it will not bring you conversions in the long run. Remember, people whose email you got without their permission will probably end up in their spam anyways, and they will not buy from you. So, use opt-in forms to take the consent of people for you to send them emails.

Step 3: Choosing an email marketing service:

Next up on today’s Email Marketing Guide is choosing an email marketing service provider. You’ll definitely not be able to send thousands of email by yourself now, will you? Also, not only do you have to send the mail, you’ll have to collect email list, segment your client base, and target a specific group of those segments. You also have to monitor the email and your customers regularly. Therefore, you have to rely on the service of an email marketing service. There are a lot of email marketing service providers available in the market today. Here are a few of them that we believe you can avail the service of. Service providers like OptinMonster, Convert pro for email collecting: Constant Contact, GetResponse, ConvertKit, Aweber and ActiveCampaign as email marketing software are excellent choices.

There are other softwares like Mailjet, SendinBlue, Drip etc. You may employ the services of any of these providers.

Step 4: Personalized email marketing using email segmentation

A question that we often face is why should you do email segmentation. Well, there are reasons for that, my friend.

First of all, what is an email list segmentation? Well, as mentioned in our earlier recap of marketing concepts, Segmentation is dividing your market into small divisions based on your distinct needs. In email marketing too, you need to do Segmentation. But why?

If you’re a blogger posting about supercars, definitely you can’t target the people who are not interested in supercars. Maybe you’re someone interested in tech and IT. Then there’s no use in sending you newsletters about philosophy and stuff. This is precisely why email marketing also requires Segmentation. You have to understand the value proposition of your product and segment your market accordingly. Otherwise, all your resources will just go to waste.

Therefore, segmenting your email market list necessarily means sending the right email to the right, interested person.

Benefits of email list segmentation:

  • Sending emails according to the segments increases your email open rates.
  • It increases click-through rates.
  • It also decreases the unsubscribe rates.
  • Once the prospect market has been tagged into different segments, you can use autoresponders, a series of automated emails sent to boost your sales.
  • Segmenting makes it easier to find out which subject line or message to send to a distinct customer to engage more with him/her.

Now, the most important thing about email marketing segmentation is to find out how that specific person ended up in your email list in the first place. And with that, you’ll be able to differentiate how to segment your email list.

Ways of segmenting your email list and how to get started with each segment:

  • First off, send your new subscribers a welcome email. This is an excellent way to increase engagement with your prospective clients.
  • Next, focus on sending email to people based on their preferences. For example, differentiate between people who want blog posts vs. those who wish to videos and tutorials and send them emails according to their choice.
  • Make sure to segment your list according to peoples interests and send them emails accordingly.
  • Next, if you're organizing any event around you, make sure to send email to people based on the surrounding location. This helps to increase engagement manifold.
  • Do not forget to keep a reward mechanism to provide more incentive to your more regular clients who open your emails and engage accordingly.
  • One of the most essential email marketing steps is to knock the inactive subscribers after every few days to remind them of your venture. This reminds them of their last experience with you and encourages them to do business with you again.
  • Most importantly, remember the lead magnet you attracted people with to fill in you're opt-in form? Do not forget to send emails based on the lead magnet they opted-in for. This is a crucial part of email marketing as the customers feel betrayed if they don't get what they signed up for.
  • Finally, one frustration that all online marketers face is cart abandonment issue. People often add products to their carts but don't buy out. Make sure to remind people of their cart via emails.

Step 5: Improving your email opening rates:

Maybe you’ve done everything mentioned above just right, and you have left no stones unturned. Suppose you have segmented your email list like a pro and your targeting is also to the point. Suppose your email content is top-notch and the value proposition of your product is also the best in the market. But still you’re not getting responses, and your targets are not opening your emails. All your resources and effort will go to waste then. Therefore, the essential part of this email marketing guide is to make sure that your clients open your email and not delete it

Do’s and Don’ts to improve your email opening rate:

  • Have you ever faced such a situation where someone didn't receive your email because it was sent directly to his/her spam folder? The answer, for me, is probably a million times. So what do you do as a digital marketer to avoid this problem? The answer is that you avoid all the spam filters. How do you do that?
  • First off, MAKE SURE that all your clients actually opted in for your emails.
  • Secondly, Make sure that the IP address you're using is a dedicated IP address used only by you from which no spam has been sent before.
  • Third, make sure that the email template you're using has a clean code.
  • Next, make sure that you're sending the email from a verified domain.
  • And further, probably one of the most important steps is to make your subscribers aware of how to whitelist you and how to add you to their address book.
  • Furthermore, avoid using generic sales terms such as 'buy,' 'discount,' 'clearance' etc. to avoid triggering spam filters.
  • Next, Make sure to include an easy way to opt-out of your email list too.
  • Next, include your location for security verification.
  • Finally, keep your email list fresh. And you can do that by removing the inactive users from your email list. This will keep your email list meaningful and sharp and will keep it from reaching spam folders.

So, who are inactive users? Anyone who doesn’t respond to your emails for 6 months or more is an inactive user. But do you discard them immediately? The answer is, no, you don’t. You make a last try. You send one last email to check if the client can be re-engaged. If they respond, then great. But if not, then clear them off your list.

Another great way to keep your list fresh and keep your customers engaged is to send them a small inquiry email every now and then. Make sure to remind them every now and then that they can update their info and preferences anytime they want. This suggests to them that they are in control and increases engagement.

  • Timing your email has a significant impact on the success of your email marketing. There's no proper time to send emails to be very honest. However, According to data collected by MailChimp, it is seen that usually, 10 A.M in local time is the optimum time in a day to send emails to your prospects. However, this data varied too based on the type of your content and other factors. Therefore, there's no real proven proper time to send emails to your customers. It all depends on your intuition as a marketer and adequate market research.
  • Make sure that the subject of your email is enticing. However, don't make it too dramatic or too mysterious so that the customer doesn't understand what your email subject is. This will actually drive away your customers. Instead, user-friendly, easy-going language and if you can, then include a tinge of humor in it. This will interest your prospects into opening your emails.

Step 6: Writing an individual customized email:

People want to see the effort that you put in while interacting with them. And therefore, they look for personalized emails that are sent correctly to them. So, when sending an email to a customer, try finding out his personality, lifestyle, preferences, etc. In this case, chatting with your customer once or twice for a few minutes may help you. And you can then use this inference to customize your email explicitly designed for him/her.

In this case, you can arrange for a little chatting session with your customers for 5-10 minutes that will help you understand your customers better.

Step 7: Casual Writing Style:

When writing an email to a prospective client, don’t try to overdo it and try writing an essay in ‘Shakesperean’ English. Instead, keep it as casual and as friendly as possible. Remember, people are social beings, and they like to feel warm and friendly, and therefore, they won’t respond to you if you write like a robot.

Remember, in this age of digital marketing, everyone’s looking for an excuse to ignore your emails. Therefore, don’t give them that incentive. Write freely and in fluid language so that your narrative style doesn’t seem alien to them.

Step 8: Creating excellent email content every time:

Probably the most crucial aspect of any Email marketing guide is the content. Remember one thing. If a client opens your email, that’s not the end of the war. Instead, it’s just the beginning. If your email will be a successful one actually depends on what you are providing them with. If you provide crappy content, they’ll probably move you to the spam list, and your emails will never get opened again. However, if you can connect with your audience via your emails, then they may even wait restlessly for when your emails will bless their inboxes. Therefore, one of the most important aspects of email marketing is to create fantastic email content.

Now, the inquiry is, how do I make sure that my email content is captivating?

There are no right answers for this. You got to be creative using your innate digital marketer’s sense to help you with this. However, there are a few common established tips to help you get started.

Remember, people, open your emails with the hope of some benefits. It may be an e-book, pdf, exclusive newsletter, or tutorial. So, remember to always come up with something like these to provide them. When they see that they are getting free, useful stuff from your emails, they’ll automatically start waiting for your emails more and open them, which will, in turn, increase your conversion rates.

Remember that you’re sending your emails to capture prospective clients and not just to send emails. Therefore, make sure to add some real value to it because otherwise, there are a lot of other digital marketers who will.

Step 9: Inject some humor:

Humor is probably the most available content in the world. Everyone loves a little bit of mature fun and if you can incorporate that into your writings, then it will, in turn, help you capture your audiences more fluently.

However, remember that humor has some limits too. First of all, DO NOT inject fun that is overrated and may drive your audience away. Use fun that is mature and a bit sophisticated. Use humor that will entertain your clients and will make them think that they are smart enough to understand the underlying meaning.

Remember the most dangerous aspect of using humor. DO NOT use such content as humor that may offend the minority communities, children, LGBTQ communities and such. Remember that there’s a boundary to everything and you shouldn’t cross the line.

Now, do you have to be a comedian to insert some humor into your content? No, you don’t. All you need is to understand your target segment; what they like, dislike etc. IF you can do that, then you’re already ahead. There are a few simple tips you may use, like using a funny animated GIF in your email. This will make the email more approachable.

Step 10: Optimize for Mobile:

Remember that smartphone is an integral part of our lives now, and you just cannot ignore the vast user base of smartphones who avail email services via their cell phone. As a result, you just cannot overlook optimizing your email contents for smartphone users. We are giving a few tips and tricks to optimize your email content for smartphone users.

  • Make sure that you have the formatting simple in under 600 pix width.
  • Remember that smaller fonts are challenging to read in cellular phones and so use a larger one.
  • Android turns the images off in an email by default and so plan and create your emails accordingly. Make sure that the emails you're creating look good without any photos.
  • People hate higher load times and so make sure to use smaller images.
  • Remember that a more massive call to action button attracts customers more and so, use that to your advantage and avoid smaller ones.
  • Never arrange two links in an email in a way such that the user clicks on the wrong one by accident. That is, don't put them side by side or on top of one another.

Step 11 (The most important one): Automating your email marketing with Autoresponders

What’s an autoresponder?

The most critical aspect of today’s Email marketing Guide is probably the autoresponder. An auto-responder is a sequence of emails sent to your target segments based on a few triggers such as cart abandonment, new subscriber alert, inactive user etc. This content is set in advance and is usually sent to an eligible segment upon triggering the aforementioned variables. Every online business needs auto responders for the following reasons; firstly, they nurture your leads and secondly, they turn prospects into customers.

So, how to create a perfect autoresponder sequence? There are 4 steps, really.

  • Choose a goal for the autoresponder:

As said before, autoresponders can be sent based on various triggering variables. In this step, select the triggering variable that serves your purpose. For example, if you need to send a welcome email to your new subscribers, then this will be your triggering variable that whenever someone opts in with you, an automated email will be sent to him. You get the idea, right? Now, there may be various types of such triggering variables.

You can use autoresponders to create lead magnets. It is done by sending out small email blasts in the form of free courses or challenges which in turn promises to deliver the readers free informative tutorials or classes over the course of a few days or weeks.

You can also use autoresponders to make sales on autopilot. This happens by including educational or promotional videos in your emails that in turn, attract your customers to do business with you. You can then ask them to attend a live webinar or video chat where you offer exclusive offers and seal the deal.

Finally, you can use autoresponders to increase cross-sells. That is, for example, if someone buys a car from you, you can then send automated emails offering to sell seat covers, rims, etc. And thus, you can create a repeat sale from a single customer.

  • Map out your entire sequence:

As you already know by now, auto responders are a sequence of emails sent over a period of time. Therefore, you definitely need to map out the course of your autoresponder series.

There is no hard and fast rule as to how far apart each email will be sent. It totally depends on the product or service you’re selling. For example, if a considerable sale is going on which will end soon, then it’s OK to send 2-3 emails a day but if it’s something that you regularly sell, then 1 email every 4-6 days is enough. So, as you can understand, it totally depends on you.

  • Write attractive autoresponders:

Just because it’s an autoresponder mail doesn’t mean it has to be robotic. Remember that people won’t do business with you if you can’t sell it. Therefore, make sure to use attractive email blasts to make people open it. You can use personalization, insert animated GIF’s and other creative notions to make people click on your links.

  • Monitor and Improve:

Finally, you have to understand if your autoresponders are actually working and for that, you have to monitor the stats and keep improving on it. For monitoring, you may use the following criteria, such as email opening rates, click-through rates, cart abandonment rates, unsubscribe rate etc.

Conclusion

We hope that this article on Email Marketing Guide helped you unveil the hidden mysteries of email marketing. Subscribe to us for more informative content like this. Make sure to fill up the opt-in form to obtain exclusive newsletters, tutorials, discount codes, and more unusual gifts. Until next time, stay safe and healthy. Goodbye!

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Yousuf Hossain

Yousuf Hossain

Yousuf Hossain is a young passionate full-time freelancer who loves his work as his life. He has a dream that one day people will not only know him by this profile but also by his name for his passion and dedication toward work.

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Hi, I am Yousuf Hossain, an expert in WordPress and digital marketing. Let’s dive a bit deeper into what I mean when I say that I’m an expert in WordPress. I have spent my entire life trying to master wordpress plugins, themes, tools, hostings etc. And it is safe to say that my portfolio follows my reputation as an expert in this field – Read More

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