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Digital marketers have a wide range of platforms at their fingertips. These include social media platforms, search engine advertising, specific website content and email marketing. With three times more email accounts in the world than Facebook or Twitter accounts, email marketing can be one of the best ways to reach your audience. At Frankel Media Group in Gainesville, FL, our experts can help you drive revenue and conversions by developing targeted email marketing campaigns. Let’s take a look at how you can get started with email marketing and why it might be a great source to meet your marketing goals. 

Benefits of Email Marketing

Email marketing can help with a number of goals, including driving traffic, generating revenue, requesting monetary or in-kind donations, increasing brand awareness, and maintaining an engaged member base. 

Take some time to think about what your overall company goals are and what you want to achieve through email marketing. This will help you determine what you want to include in an email marketing campaign and who it should be sent to. 

Getting Started

To reach your goals and be successful with email marketing, there are several steps you’ll need to take. 

Build Your Email List

There are two ways you can build your email list, including importing a list of email addresses that you already have or building a new list. If you already have a list of emails you want to use, these can be imported into any email program, such as MailChimp or Klaviyo. If you’re starting from scratch, or if you’d like to create a new list for a different purpose, there’s a bit more that goes into it. 

Building an email list from scratch requires a way for current or prospective customers or clients to input their email address so that you can use them. A great way to do this is to add a Subscribe field on your website. Give site visitors an incentive to sign up, such as a discount or promise of a relevant newsletter, and you’re more likely to get quality signups. (‘Quality’ here means the user is more likely to be interested in what you have to offer.) 

Types of Email Marketing

Email campaigns refer to the type of content you want to present in your email. This could be a newsletter, special offer, major announcement, or event invitation. Deciding the type of email marketing you want to focus on in each email will also help you decide who to send it to. For example, you may want to present special offers that happen regularly to everyone on the list, while new subscribers who were incentivized to sign up may receive a different email with a limited-time special offer.

Create Your First Campaign

When creating an email marketing campaign, keep in mind the narrowing attention span of users. Eight seconds is the average time you have to grab someone’s attention before they lose interest and navigate away from your marketing material. A great way to grab attention right away is to put the most important part of the email at the very top. Whether it’s an offer, a big announcement, or something else, hook them from the start and then provide a call to action. This lets users know exactly what your email is about and provides a clear message of what you want them to do next. After that comes the details. Keep all details within the email related to the main message, and don’t forget to include great photos both at the top and throughout your email.  

Measure Results

There are two tools you can use to measure the success of your email marketing campaign, including your email platform and an analytics platform such as Google Analytics. Things to look at include open rate, unique opens, repeat opens, emails not opened, bounce rate, click-through rate and unsubscribe rate. 

Open Rate, Unique Opens, Repeat Opens & Emails Not Opened

These will tell you how many times the email was opened (open rate), how many different people opened the email (unique opens), and how many times users opened the email (repeat opens). You’ll also be able to see how many users received the email but did not open it. If this number is high, you’ll want to work on making your email subject lines more catchy. 

Bounces

This tells you the number of email addresses that are on your list but did not receive the email. The user may have typed their email in wrong when subscribing or provided an invalid email. 

Click-Through-Rate

This refers to the number of people who clicked on links within the email. 

Unsubscribe Rate

This is the number of people who unsubscribed to your email once opening it. If this number is high, you’re likely providing information that the user doesn’t find important or may no longer be interested in. Your email targeting could also need some refinement. Check the content within the email and consider adjustments as needed.  

Ready to Get Started? 

When you’re ready to get started with email marketing, let the experts help. At Frankel Media Group in Gainesville, Florida, our digital marketing experts are here for you every step of the way for any digital marketing need, including email marketing. Contact us today. Let’s make big things happen. 

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