Before you Hit Send: How to get Started with Email Marketing

When it comes to starting with email marketing, you might think that the first step is to gather a list of subscribers. However, this is not necessarily the case. In fact, before even acquiring a single subscriber, there is a considerable amount of back-end work that needs to be done to set the foundation for a successful email marketing strategy.

Firstly, building campaigns, setting up email automations, and designing the structure of your email marketing efforts are crucial tasks that should be tackled early on. This preparation ensures that when you do start gaining subscribers, you are ready to engage with them effectively from the very first interaction. Email automations, for example, allow you to create sequences of emails that are triggered by specific actions taken by your subscribers. These sequences can nurture relationships, guide your audience through the sales funnel, and keep them engaged with your brand. By setting up these systems beforehand, you streamline the process and avoid the chaos that can come with trying to build as you go.

In addition to setting up the technical aspects, it’s also wise to start crafting the content of your emails. Knowing how you want your emails to read, what tone you want to convey, and the type of value you want to offer your audience are all elements that require careful thought and planning. This work won’t go to waste; even if you don’t use the content immediately, it can be reserved for future campaigns or repurposed into other forms of content, such as blog posts or social media updates. This ensures that all the effort you put into creating engaging content is utilised effectively

How do I get email subscribers?

Once you have established the groundwork for your email marketing efforts, the next step is to focus on acquiring subscribers. However, this is a task that requires careful planning and consideration, as it’s not just about gathering as many email addresses as possible; it’s about doing so in a way that is compliant with legal requirements and respectful of your audience’s preferences.

Acquiring email subscribers is a process that involves more than simply adding people to a list. It’s essential to understand that there are regulations in place, such as the GDPR (General Data Protection Regulation) in the UK and Europe, which require that individuals must opt-in to receive marketing emails. This means that you cannot simply add someone to your email list without their explicit consent. Doing so would be considered spam, which not only damages your reputation but can also lead to legal consequences.

To acquire email subscribers legally and ethically, you must provide clear opportunities for people to opt-in to your email list.

1. Emai Sign Up Forms: most straightforward method is to have a signup form on your website or landing page where visitors can voluntarily subscribe to your emails. While this method works, it can sometimes result in low uptake, as people may not feel compelled to sign up without a strong incentive.
2. Online Resources: you can offer something of value in exchange for email subscriptions. For example, one effective strategy is to create downloadable resources, such as eBooks, whitepapers, checklists, or templates, that your audience can access by providing their email. This method not only gives people a reason to subscribe, but it also delivers immediate value to them, increasing the likelihood that they will engage with your future emails.
3. Online Events: take the time to organise and host events, such as webinars, where attendees are required to register with their email address. During the registration process, you can ask them to opt-in to receive future communications.
4. Existing Clients: you can include a marketing clause in your Terms of Service or Contract that opts them in to receiving your email communications. This can be an effective way to engage with people that are already familiar with your business.

What are engaged subscribers?

As your email list grows, it’s crucial to distinguish between engaged and disengaged subscribers. Engaged subscribers are those who regularly open your emails, click on links, and interact with the content you provide. These individuals are valuable to your business because they are more likely to convert into paying customers, refer your services to others, and contribute positively to your brand’s reputation.

On the other hand, disengaged subscribers are those who rarely open your emails, don’t interact with your content, or have become inactive over time. While it might be tempting to focus on growing your email list with as many subscribers as possible, it’s actually more beneficial to concentrate on the quality of your list. A large list with many disengaged subscribers can negatively impact your email marketing metrics as well as damaging your digital reputation, increasing the chance of emails being marked as spam.

To manage this, it’s essential to regularly monitor the engagement levels of your subscribers and take action to re-engage those who have become inactive. This can be done through re-engagement campaigns, where you send targeted emails designed to reignite interest, or by offering exclusive content or discounts to lure them back. If subscribers remain disengaged, it may be time to consider removing them from your list. While it might feel counterintuitive to remove subscribers, having a disengaged email list can damage your email repuation

maintaining a healthy and engaged email list is far more valuable than simply having a large number of uninterested contacts.

Email marketing, unlike other forms of marketing, stands out as a powerful tool in the digital marketing landscape as it allows for direct engagement with your audience. However, laying the groundwork for a successful email marketing journey requires considerable planning, but the benefits email marketing provides make it well worth it. If you're interested in finding out more about email marketing, get in touch here.