3 best practices for email marketing beginners + grab the FREE guide!
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Today we will be discussing the topic of email marketing. I’ll go over what it is, and then I will touch on some best practices for those who are new to email marketing.
There are so many things to cover, but here’s a look at some strategies I used when I was getting started with my business!
Before we get started, there are several things to think about before you begin email marketing for your business or blog.
If you have a website, you should make sure it is GDPR and CCPA compliant, and that way, when people opt in to your email newsletter online, they are agreeing to your Terms & Conditions page.
We’re talking about having things in place such as your Privacy Policy, your Disclaimer, and even your warning about the use of cookies on the page. (Click HERE for details on all those things!)
If you have a physical business, as opposed to an online business, and people willingly give you their email addresses or personal information, you should have their signature and permission from them that they have granted you access to their information. Then, add them to your email list!
What is email marketing?
Email marketing is when a person or a business reaches out to their client base or list of customers through emails specifically geared toward a certain niche, product line, service or topic that is appropriate for that audience.
Many times, people or companies set up automated emails or newsletters that are sent to their customers or group list, or, they can create one-time emails that are time sensitive and exclusive for that particular day or season.
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Best practice #1: Sending timely and exclusive content (and coupons!)
For example, an email that would be sent out the day after Thanksgiving might talk about specific holiday deals that are happening only at that time – that would not be duplicated of course, say, in July, because that is very time sensitive!
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You have probably noticed that when you order a product from a website, you are opted into their email newsletter updates. You receive a lot of coupons probably inside those emails.
I’ve found that customers love to find exclusive discounts inside their inbox, because that means that a portion of the public (who may not be receiving these emails from them) are NOT receiving those deals – and it gives the product more VALUE to the customer, and creates a feeling of URGENCY because of course, a deadline is usually set for when those coupons expire!
A popular strategy among businesses is to send out an email at the same time on a certain day of the week, consistently. That way, their clients or group members can look forward to the message, and learn to expect and depend on that as an information source, a hub for the latest updates on the product or niche, or even a place where they can find coupons and exclusive discounts on their favorite products and services!
Let’s say you have a massage therapy business. You might create a weekly newsletter that is sent out every Wednesday morning. Your first email might feature ‘best tips to release back pain,’ followed by a list of coupons or specials that are running that week related to back massages. This is targeting your audience in a specific way. Remember, they are on your list in the first place because they are interested in knowing more about massage deals at your facility!
Best practice #2: Pick a theme
The email or group of emails that you are sending out is often referred to as an email campaign.
I have found that a useful strategy to create an email campaign schedule is the following: choose one theme for the month, and stick to it.
Let’s say I have a makeup line business. For the month of April, every Monday, I am going to send out an email campaign to let my customers know about eyebrow products, specifically.
Here is what that month of April will look like:
Week one, I will send an email including a BLOG I have written about the best eyebrow primers for the summer season.
Why will I include a blog inside the email?
Because it provides VALUE and KNOWLEDGE about the product that my customers are interested in, and it creates curiosity around the product.
It’s not just saying — “buy this thing” — it is giving them inside information that the average person probably does not know.
So, in my email, I will include: An excerpt from my blog on best eyebrow primers for summer; I will then give them lots of beautiful photos inside that email to show off my beautiful eyebrow products; I might even add some testimonials from other customers who loved these brow products! Bonus – I might include a COUPON for an eyebrow product inside the email.
So here is a basic email checklist for you:
Include an excerpt or link to your latest blog on the topic
Always be consistent with when you send out your emails — that builds TRUST
Include beautiful images/or, more details related to the service or topic if it is not visually appealing
Testimonials from clients who already love the product
Coupons and discounts on the product we are talking about
Call to action: a link to purchase; a link to your Pinterest or Facebook page; link to your email or place where they can request to work with you
Now, back to our monthly theme – what will each week look like?
We started week one with our email campaign about ‘best eyebrow primers for the summer season.’
How about week two, we focus on ‘how to choose your eyebrow pencil color.’
Follow up week three and four with: ‘Best-selling brow products for busy moms,’ or, ‘best eyebrow grooming and finishing product kits.’
See what I did there?
Throughout the course of only one month, I delivered so much value, curiosity, free information and urgency about my eyebrow products, that my clients can now have an entire menu at their disposal about my products – and I stay top of mind the next time they think about their brows!
Bonus is that when people see coupons in their inbox, even if they do not want or need the product right now, you bet they will share that information with their best friend who mentions she needs a brow product that week! ‘Hey girl, I should send you this coupon I got in my email for brow primer!’
See how we did that?
Best practice #3: Write an email headline that teaches them something/or gives them a fact
I use ActiveCampaign for my email marketing. When you reach the final step before launching your email, it goes through a “spam check.”
What does that mean?
Well, I have done tests, and if you put words like “FREE” and “BOGO” and things like that in the headline, the email will usually go to someone’s spam folder or their ‘promotions’ folder, in my experience.
You can avoid going into the spam folder and frankly, having the person delete the email before they have even read it, by writing a headline that does not sound like a spammy and desperate plea.
For example, ‘How to use small filing systems to organize your desk’ or ‘3 facts about record players you never knew.’
Why are these headlines significant?
Because the reader is promised they will learn something new, simply by reading this email.
People love free information.
Even if the person has no intention of buying a record player or a filing system, or even reading your full music or organizational blog today, you bet that they will be inclined to open an email if they think they will learn something new right now!
‘How can I become more organized?’ and ‘what are some fun facts about my [hobby I love]’ — now those are more attention grabbing than, “buy this filing system/record player today!”
People love stories, and they love information.
Here is an example of two ways to write a headline that could either drive them away from you, or draw them to you:
“Check out these new Spring 2020 eyeshadows”
“How to use Neutral Beige and Sunset Shimmer eyeshadow for a daytime look”
The first example is vague, and it does not connect with me, because I have no idea what the colors are, and I don’t even know if I want to waste time opening that email since the headline does not talk about any specific attribute on the product. DELETE.
You must get specific if you want people to open it.
Example number two gives me a TON more information. I get a visual image of what actual colors to think about – beige and shimmer – and so, now my mind is thinking of those things.
Not only that, but if I open this email, I will LEARN something – how to use these two colors. I’m even given a REASON why I would wear them – for day wear. All of these small details are now speaking to me much more than if it just said, ‘Spring 2020’ – people would look at that and say, what does that even mean?!
To re-cap, here are some tips on writing an email marketing headline:
Be specific, not vague
Teach them something
Provide a REASON WHY they should even be learning what you’re teaching
Keep it short – make sure it doesn’t get cut off when they open up their email (you can test this before you hit ‘send’ in ActiveCampaign!)
Conclusion
These are just a FEW basic guidelines I think about when I create an email campaign.
There are SO MANY things to think about, and I will continue sharing them with you week by week.
Today we covered:
The definition of email marketing
Creating timely and exclusive content
Including coupons and discounts inside your email campaign
Using a monthly or weekly theme for your email campaign content
Using strategic headlines for your emails
Using attractive pictures if you have a visual product
Being consistent!
BONUS TIP – Always include a call to action at the end of your email – a link to work with you, a link to buy, a button that sends them to your Facebook page, or even another opt-in to a related newsletter you send out.
Thank you for being here!
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