All of the passion in the world can’t make up for the help that social media provides to businesses. Professionals like Ehsan Bayat know that in order to have a thriving business, you need to take advantage of the tools that are out there. E-mail marketing is one huge way to make a big impact, digitally.
Why is e-mail marketing so big right now? It’s easy: pretty much everyone has e-mail. While not everyone has a Facebook account or Instagram profile, they are very likely to have an e-mail address. The best place to reach anybody online is right in their own inbox.
Here’s how to launch your newsletter, even if you’re new to the world of e-mail marketing.
Figure Out What You Have to Say
What’s the purpose of e-mailing your contact list? Do you have something they’re interested in, like a coupon code or breaking industry news? What you write about will directly relate to your business. If you offer marketing services, you may send an e-mail with tips for using Twitter, followed by a call-to-action to hire a pro by getting in touch. If you sell jewelry, you may want to let your loyal customers know about brand new products.
Whatever you choose, make sure it’s something you have a unique perspective on. Give your customers and e-mail list subscribers something they can’t get anywhere else.
Use E-mail Software
There are a lot of e-mail tools out there, like Mailchimp and Tinyletter. What you choose will depend on a few things, including how you want to track your e-mail marketing and how much money you have to spend. Mailchimp, for example, lets you have a free account until you reach 2,000 subscribers, which is ideal for starting out. Then, you can scale as necessary by paying for a subscription.
Monitor Your Campaign
What good is a marketing campaign if you don’t know how well it’s performing? You’ll want to know a lot of things, analytics-wise, like how many of your subscribers are actually opening your e-mails and if the newsletter is actually converting subscribers to buyers. Make it a point to check your analytics every week or so, depending on how often you send out newsletters.
Tweak the Newsletter as Necessary
Not getting as many opens as you hoped for? Your subject line may leave something to be desired. The next time you send a mailing, split the list and use two different subject lines. Test them to figure out which one performs best, then apply those findings to your next newsletter. You may also be sending the newsletter out at the wrong time. Most people aren’t checking their e-mail once the work day’s over or on the weekend. Mondays, for example, are the best time to send retail newsletters. Play around with your sending schedule until you achieve a high open rate.
With e-mail marketing, you don’t just add to your following, but you also create a way to constantly stay in touch with both old and new fans, customers, and influencers.