Email Marketing: Complete Guide

Email Marketing

Email Marketing: Complete Guide | Do you want to know how to use email marketing to increase your sales? Email marketing is the most effective way to establish connections with your prospective customers and direct them to become your loyal customers. But, before we give you a complete guide to how to build your e-mail marketing, you need to be convinced first of why e-mail marketing needs to be done.

So, why is email marketing important?

According to a study conducted by Radicati Group, more than 34% of people worldwide use e-mails such as e-mail. The number is clearly around 2.5 billion people. The number of e-mail users is expected to increase to 2.8 billion users in the next 2 years.

The Research Institute also takes into account that the world sends around 196 billion emails every day. Of the total 196 billion e-mails, 109 billion are business e-mails. Big amount? Very large.

Well, you might be a little dizzy with the data we describe above, let's think in a simpler way.

How many colleagues or friends do you have no email? A little of course. Now, smartphone and computer users continue to multiply and to access many applications in it, of course they use email.

Email marketing is also a personal way to communicate with your customers. Not just anyone or company gets an email address. Even if they get an email address they send a message based on the permission of the intended email user.

That is why email marketing works as well as possible when it is more optimal personalized. Email can be tailored to customer actions so that each communication can be relevant to their interests.

Your email can cover topics such as changes in your company, company success, requests for input or suggestions from your customers, and many other topics that can increase your customer engagement. If your company's engagement with the customer increases, chances are that your conversion rate will increase too.

Early Stage of Building Email Marketing

The first most important thing for you or your company to do is to ask your customers or potential customers for permission. This permission must clearly contain the essence of your message, explain what topics or types of messages you or your company will send to them through your marketing email if they allow it.

Buying an email list might seem like an interesting and easy shortcut, but we don't recommend it.

We also don't consider it good if you add your email list from someone else's business card that you collected at a particular conference. Unless you have requested permission or told them in advance about this matter.

Technically, email that you like without permission is spam.

You certainly do not want to make people who can be potential customers you feel annoyed and see you as a bad company or just looking for profit and do not value customers.

In addition, people who do not allow you to e-mail them or register their e-mail with your company are people who will not want to buy or rent your services or products. So, this kind of spamming is a waste of time and money.

Email Marketing Tools
There are many tools that can actually help you or your company to build and manage your email marketing. The tools we will present are a ladder for you to achieve the effectiveness of your e-mail marketing so that the profits or sales of the company increase. Here are some of the best email marketing tools that we summarize for you!
  1. MailChimp
    MailChimp is an email marketing software that is very popular among online businesses. For those of you who have just started email marketing, this tool is very easy to follow. You will also get an intuitive user interface from MailChimp. This one tool is free for the 2000 subscribers that you have. However, if you want more optimal and attractive features, you need to switch to the paid version. Of course the bigger the email list you build, the more expensive you need to pay.
  2. Constant Contact
    Constant Contact can be said to be the largest email marketing service in the world. This tool allows you to manage your subscribers and create professional e-mails with varied templates and drag-and-drop editing tools. You can try it free for 60 days, after that period you need to pay.
  3. HubSpot
    HubSpot is an all-in-one marketing software that can give you more benefits than the two tools we described earlier. This software is designed to meet the needs of companies ranging from small to large scale companies. HubSpot can also help you with SEO and increase conversion rates. You really need to pay to access this software, but for us it is very suitable for the price and quality.

Build an Email List

To build an email list, you need to attract people with interesting offers. You can call it Lead Magnet.

What are magnet leads?
Lead magnet is something that you give free to people and in return they will give their email address as your subscriber. Most lead magnets are digital materials such as PDF, MP3 or videos that you make yourself at no cost. Actually it can be anything you want to share, as long as it's valuable to your customers but it's free.

What are some examples of popular lead magnets?
  • eBoook
  • Webinar
  • Free trial
  • Coupon

What kind of lead magnet is good?

Of course lead magnets are very effective. There are at least five good lead magnet criteria which are easily accessible, practicable, can produce improvement, relevant and instant.

Personalize Email Marketing

Most marketing experts will advise you to just build an email list. But they don't necessarily tell you that it's not effective without knowing your segmentation email list in advance.

What is the email list segmentation?

Email list segmentation is the process where you break your subscribers into smaller groups based on specific criteria, so that later on you will be easier to give them personal and relevant emails.

Instead of sending random emails to all the contacts you have, this email segmentation list makes you send only to the most specific targets. These targets are subscribers that you think are people who are very interested in certain content that you want to share and produce a high conversion rate.

There are many ways to divide your segmentation. Here are some basic segmentation points that can help you share it!
  • New subscribers
    Example: sending a welcome email or greeting to the new subscriber.
  • Preferences
    Example: distinguish susbscriber who only wants to be given a post notification blog and who wants to be given a sale notification.
  • Interests
    Example: distinguish susbscriber who likes classical music and rock music.
  • Location
    Example: give event notification only to subscribers who live around the location of the event.

Avoid Spam Filters

There are many ways to prevent your e-mail from being spam. Next, we will provide important key points so you can avoid spam filters
  • Again, make sure you have received permission from the owner of the email account to be directed
  • Send your e-mail campaign from a good IP address (not used by other people who have sent spam before)
  • Send your email campaign from a verified domain
  • Keep your email template code clean
  • Avoid using spam trigger words like "buy", "clearance", "discount", or "cash"
  • Do not convey sentences that are "bait-and-switch" or deceive the reader
  • Tell your location
  • Make a clear CTA
  • Remove Inactive Subscriber from the Email List

Remove Inactive Subscriber from the Email List

It is very important for you to send emails consistently, so your list is not left behind. Some people might change their email address, or just not be interested in your brand anymore.

So, try to keep your e-mail list fresh by paying attention to which customer is worthy of being called the subscriber. Set aside your inactive subscribers regularly. Inactive subscribers are those who are no longer concerned with your campaign email within 6 months or more.

But don't hurry to get rid of them, try sending last-ditch-effort e-mail to determine if they really are not interested in your e-mail campaign. For example, you can send an email with a question like "Do I bore you?" To the subscriber and give them a hit button to vote whether they still want to be subscribers or not. Maybe some of them ignore your e-mail, but it doesn't matter because they can be classified as inactive subscribers.

Making Outstanding Subject Line
You must know at the top of the e-mail (some kind of letterhead), you need to enter your subject e-mail in one sentence or a few words. This is the determinant of the fate of your campaign email. Watch Out!

Try making an email subject that is brief, clear or to the point and interesting. Try to compare "September Discount Info Especially for You" with "Cheap Ethnic Bags for You".

You can make your subscriber curious, but don't overdo it so that your subscribers don't understand what you're talking about. Enter numbers, there are things that are very interesting to the reader when you enter numbers on a line. Try experimenting with adding jokes and using a flowing language style like you are talking to your subscriber.

Ensure your Campaign Email is Mobile Friendly
Based on data released by BlueHornet, 67.2% of consumers use a mobile device such as a smartphone to access their e-mail (opening and reading e-mails in their inbox). That is, you cannot ignore this fact so you need to adjust your email campaign to be mobile-friendly.

Make sure your email is mobile-friendly with a responsive format and media content that can be loaded via the mobile device.

In addition, you also need to be aware of the different screen sizes on a smaller mobile device. With this fact, you need to make your words concise, clear and interesting as we discussed earlier in the discussion section on the email subject. Try to make your e-mail campaigns look good from mobile devices.

Next, we will provide some additional tips so you can produce mobile-friendly email campaigns!
  • Try the simple (single-column) format, below 600px wide.
  • Use larger fonts - small fonts are difficult to read on a smartphone.
  • Use images with smaller sizes to speed up loading time.
  • Provide a larger CTA button to stand out and be attractive
  • Don't place more than one link close together so that the subscriber doesn't click wrong and makes them feel annoyed.