Email marketing basics

From Episode 12: Email Marketing: Building connections that convert.

In today's digital landscape, email marketing remains a powerful tool for businesses to connect with their customers. We've gathered essential insights about getting started with email marketing and making it work for your business.

Why email marketing matters

Despite the rise of social media and other digital platforms, email marketing offers unique advantages:

• It creates an "owned" relationship with customers who have willfully provided their contact information

• Provides more control over your communication compared to social media or paid advertising

• Allows for personalized, intimate conversations with your audience

• Can be cost-effective compared to paid advertising channels

• Enables automated, targeted communications based on customer behavior

Getting started with email marketing

Choose the right platform

For small businesses and startups, several email marketing platforms offer different features and pricing models:

• HubSpot: Offers a free CRM to start, with paid tiers for additional features

• Constant Contact: Reasonably priced, starting around $30/month for basic features

• Mailchimp: Now owned by Intuit, good for general email marketing needs

• Klaviyo: Excellent for e-commerce, especially businesses using Shopify

Most platforms price their services based on the number of contacts and email sends per month. When choosing a platform, consider your growth trajectory and required features.

Building your email list

The foundation of successful email marketing is building a quality email list:

1. Always obtain informed consent from subscribers

2. Avoid purchasing email lists, which can lead to poor engagement and spam complaints

3. Consider using lead magnets (like ebooks or free consultations) to encourage sign-ups

4. Create clear value propositions for why people should subscribe

Types of email campaigns

Different types of emails serve different purposes:

1. Welcome series: Initial emails to new subscribers or customers

2. Newsletters: Regular updates about your business or industry

3. Abandoned cart emails: Reminders for e-commerce customers

4. Win-back campaigns: Re-engaging lapsed customers

5. Event promotions: Announcements and reminders for upcoming events

Best practices for success

1. Content strategy:

   • Keep emails scannable with brief, engaging content

   • Include clear calls-to-action

   • Use teasers to drive traffic to your website

   • Ensure mobile-friendly formatting

2. Frequency and timing:

   • Avoid email fatigue by not over-sending

   • Consider offering subscription preferences to subscribers

   • Plan promotional campaigns well in advance

   • Use automation for routine communications

3. Measuring success:

   • Track open rates to gauge subject line effectiveness

   • Monitor click-through rates for content engagement

   • Look for trends rather than individual spikes

   • Consider mobile vs. desktop performance

Common mistakes to avoid

1. Ignoring legal requirements like unsubscribe options

2. Overwhelming subscribers with too many emails

3. Relying on single-send campaigns for important announcements

4. Not optimizing for mobile devices

5. Neglecting to clean and maintain email lists

Next steps

1. Start with a free platform like HubSpot to learn the basics

2. Focus on collecting email addresses ethically and consistently

3. Plan your content strategy before launching campaigns

4. Begin with simple automated emails like welcome series

5. Monitor results and adjust your strategy accordingly

Remember that email marketing is an investment in both time and resources. Start small, measure your results, and scale your efforts as you see positive returns from your campaigns.

By following these guidelines and best practices, you can build an effective email marketing program that helps grow your business and maintain strong relationships with your customers.