Email marketing : The Basics

Email Marketing is a great way to send news and business updates to both current and potential customers. Marketing through email can be easily overlooked, especially with the high amount of social media users, despite this it still remains a popular form of marketing. Email Marketing doesn’t have to be confusing with our guide to email marketing basics, learn how to market your business efficiently as well as remaining GDPR (General Data Protection Regulation) compliant.

Finding your audience

Much like the saying “Rome wasn’t built in a day”, your email list will not immediately be full to the brim with consumers, this can take time. It is important to understand that one of the most important aspects of building a solid campaign, includes the need for permission. Everyone has previously found themselves with constant emails from various businesses, offering the latest insight on products or services, this can be really annoying if you are not interested! Permission is important in order to ensure that your email list is full of consumers that are interested in your content but as well as this, sending marketing through email without permission is a breach of GDPR. In order to create a email list correctly you must understand that consumers want to see relevant, interesting content and not spam.

In order to find a suitable audience that give permission, many people provide a subscription button on their website. This button should include the option to ‘opt in’ to email marketing and this ensures that every individual gives their permission to receive marketing.

What to include in your marketing content

66% of consumers unsubscribe from emails because they aren’t relevant to them! So what counts as interesting and relevant content? Consumers want to feel as though they are receiving something from you personally. Popular forms of email marketing can include, news on sales, loyalty customers discounts, spotlighted products, blogging updates and interesting industry or business news. Each of these forms of content gives the consumer more reason to opt into your marketing, they are much more likely to want to subscribe to your marketing when they are receiving something back! After all, you have to give a little to gain a lot.

Brand up!

Much like social media marketing, email marketing requires recognisable and clean branding. Ensure that your email includes a logo, brand colours, consistent fonts and a signature. Designing an email template that is clean and professional will make your content more attractive to consumers.

How often to email

Emailing too often can be the downfall of your email marketing campaign. 69% of consumers delete emails from marketers because they get too many emails from them! Finding a good balance between posting enough to keep consumers interested and not posting too often, irritating consumers, can be difficult. Firstly, you want to think about how much you currently have to share. You want to ensure that the content you are sharing remains interesting and relevant, don’t just send anything for the sake of marketing! According to a MarketingSherpa survey, “61% of users prefer receiving a promotional email at least once a month”. Use this as a guide to how often you should post, some months may vary depending on how much content you need to send out, just remain mindful that you don’t share too much!

Email Marketing is still a very active form of marketing, it can be the best way to receive gain interest from current and potential consumers. If you are interested in learning how to use social media to market your business view our previous blog!

Why not let us do the hard work for you, contact us today for effective email marketing!

Happy Marketing!