Getting Started with Email Marketing

3 Key Steps to Successfully Starting Email Marketing

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So you’ve decided it’s time to use email marketing to grow your business and build your brand. Congratulations!

So how do you start?

Here are 3 questions that will ensure you head in the right direction and avoid common mistakes in email marketing.

1. Who are you going to email?

You should only email people who have agreed to receive your emails. There are 2 reasons for this:

  • It’s the law! In the UK we have the Data Protection Act and other countries have their own regulations.
  • Emailing strangers won’t work! People receive so many emails that if you start emailing people who haven’t agreed to receive your emails normally they don’t read them anyway.

But there are plenty of people who want to receive your emails.

Start with your customers, lapsed customers, prospects and other people in your network.

2. What are you going to say?

"Content is King" means that you must always ask yourself the question: why should someone read my email?

Our experience shows that creating valuable content draws people into your email. Off the back of the interesting and relevant content, our clients are successfully able to sell more.

What is valuable content?

  • It might be a How To article on your website, blog or in PDF format.
  • Or a video
  • In the business to business area case studies are useful provided they are written to educate and not to sell.

3. How will you create and send out your emails?

You will need to choose an online system to send out your emails. Or if you want someone else to create and send out your emails you will need to choose a company that specialises in email marketing.

A few things to think about when choosing an email marketing supplier:

  1. Do you want to do it yourself? Or would you rather someone else did it for you?
  2. If you are doing itself check how easy the system is to use. What templates are available? Can you have a bespoke template with your branding? What support is available? What automation features are available?
  3. If you are choosing a company to do it for you ask to see samples of their work. What will they do, and what do you need to do? For example do you need to supply the exact content and images, or will they work with you to create the content? What reports will you get? Is there any help in interpreting the reports and translating them into action?

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