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17 Apr 2020

MarCom Mumblings | Email Marketing 101

MarCom Mumblings | Email Marketing 101

The ability to effectively communicate with your current and potential customers is more important now than ever. There are hundreds of email marketing platforms to choose from, but you’re going to want to choose one that does the following:

  • Integrates with your CRM, website and/or ecommerce platform.
  • Allows you to segment your audiences/lists in a variety of different ways so you can become more intentional and granular about who sees specific messages, promos, etc.
  • Offers reporting data that applies to your specific business goals that you’re trying to obtain. Many platforms can offer a lot of reports, but what matters is that it’s reporting what YOU need.

Once you’ve found the email platform that fits your business’ needs, there’s 3 main areas that you start to focus on - subscriber list growth, automations and campaigns/newsletters.
 
Growing Your Database:
Growing your database is one of the most important ways to build a successful email marketing strategy. Without contacts, you won’t be able to cast a wide net of company updates and information to nurture both your current customers and potential customers. There are many ways to grow a database, including:

  • Site Pop-Ups
  • Checkout Opt-In/Out
  • Offering an Incentive Trade Off

From there you can separate your contact database into different segments, and start building out automations.
 
Automations:
Automations are an incredibly helpful tool for email marketing. You simply set them up once and then let your email marketing platform do the work for you. It’s recommended to launch your email marketing program with three of the more basic automations:

  • Welcome Series: To welcome new subscribers and inform them about subscriber perks and introduce them to your business.
  • Thank You Series: To express your appreciation for both new and returning customers.
  • Abandoned Cart Series: To remind (ecommerce) customers that they’ve left a product/service in their checkout cart.

There are many more automated flows you can build but the three above are a great starting point. Keep in mind that the content of each may change depending on the business, products and services you offer. Beyond automations, it’s just as important to continue to engage with your customers, and this can be done through campaigns and newsletters.

Campaigns/Newsletters:
Campaigns and newsletters are a great way to continue engaging with customers. Part of the battle is brand recognition. If subscribers are consistently seeing your brand name, then you have laid a solid foundation to develop engaged customers that want to open your email. There’s a lot of engaging things you can do to accomplish this, such as subject line and content testing, amongst other things. What it boils down to is knowing your customer base and finding out what resonates with them.

Now that the customer has opened your newsletter, you need to capture their attention to get them to click through to the site and engage with the products/services. Visual hierarchy, movement, great imagery – these are just a few ways to draw readers in and increase the likelihood of them clicking through to the site.

With a customer list, automated flows, and newsletter campaigns in place, you’re well on your way to a successful email marketing strategy.