Create an Effective Email Marketing Strategy

Create an Effective Email Marketing Strategy - email marketing strategy

“Create an Effective Email Marketing Strategy” written by Mike Marko.

Email marketing is something that you can’t ignore if you’re a business owner. That’s because it’s actually one of the most effective ways to market a business.

More than a few big brands have leveraged the power of an email marketing strategy. These have ranged from companies like Amazon to public figures like Barack Obama.

But not every email marketing strategy hits it out of the park. You can probably think of a few promotional emails in your own inbox that make you wonder what the marketers were thinking.

Fortunately for you, I’ve run my share of email marketing campaigns, both for my own brand and my clients. I can show you how to be on target with your own email marketing.

In today’s post, we’ll talk about the steps to forming and executing a good email marketing strategy. I’ll also show you some tools that you can use to make your email marketing easier.

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How to Make an Email Marketing Strategy for Business

First off, what does one want out of an email marketing strategy for business? While the calls to action for each campaign may differ, the general goals are always the same:

  1. Increased or sustained interest in your brand, products, or services.
  2. Good return on investment when the cost-effectiveness of the campaign is assessed.
  3. Appreciable clickthrough or conversation rates.

Now, all of those things are definitely possible with the right email marketing strategy. Before we get to the steps for creating that, though, we need to start with the basics of email marketing.

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What Is an Email Marketing Campaign?

An email marketing campaign is a type of marketing strategy. It involves emailing one or more customers or prospects with some type of marketing material or copy.

The goal of an email marketing campaign is to make your potential customers take action and engage with your business. That can happen in various ways, from buying one of your products to signing up for something you offer.

Using email to communicate with prospects can have a lot of advantages. A well-executed email marketing strategy can help you get a significant number of leads.

That is because many people still use email. 90% of adults and 74% of teenagers actually use email regularly.

That makes email marketing an effective way to build customer relationships and communicate with consumers.

However, an email marketing strategy can still fail if not done properly. So before you send your first email, make sure that you know how to run an effective email marketing strategy.

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Tips for an Effective Email Marketing Strategy

It’s not hard to execute an effective email marketing strategy. Even beginners can do it, with the right guidance.

That’s what I’m providing you in this list of recommendations below. Use them as steps to guide your efforts at developing an email marketing strategy that can pay dividends!

Let’s start with what may be one of the simplest but also most effective email marketing strategy tips — building an email list.

Build Your Email List

To have a successful email marketing strategy, you need to identify your target audience.

Your emails should be sent to people who are interested in what you have to offer. This makes them likelier to both open your emails and actually follow the call to action in them.

There are many ways to find people who fit this description. Perhaps the best way to build a targeted email list for a beginner, however, is to convert your website visitors into subscribers.

You’re probably already doing this, to some degree. Most websites nowadays have a “subscribe to email newsletter” button built into them, for visitors interested in the business’s updates.

Unfortunately, many website visitors will leave your site without clicking such buttons.

However, you can use email capture techniques to address that. For example, you can try using exit-intent popups to convert leaving visitors into subscribers and customers.

The exit-intent popups will prompt visitors to subscribe to your email list before they leave your website. This gives you a chance to get more subscribers.

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Determine Your Goal

Another tip to remember is that you should set goals for your email marketing. This helps you plan your entire email marketing strategy and keep it from meandering about fruitlessly.

This can also prevent you from spending money on things that won’t help in marketing your business. Just think about what you want to achieve and ask if what you’re planning can benefit that goal.

I already talked about the general goals of email marketing campaigns. However, here are some more specific examples of common email marketing goals:

  • To build relationships – When this is the goal, the email usually contains a welcome message with information about the business.
  • To boost engagement – This type of email promotes your content and your business. You can use this to promote events, promotions, sales, or exclusive deals.
  • To connect with an existing customer – You can use your email marketing strategy to communicate with your existing customers. This helps you convert them into repeat customers or brand loyalists.

Create the Best Email

Once you’ve identified your audience and goals, you need to start creating your actual email. This can be the key to the success of your email marketing strategy.

Your email should be interesting from the start so it can get the attention of its readers. It should pique their interest even from the subject line alone, because they won’t open it otherwise.

Mind you, that doesn’t mean you should always launch into the “promo talk” right away. Don’t talk about sales too early, for instance, because that can put off a lot of people.

The first two sentences should get the attention of your readers and give them reason to read the rest of the copy. Avoid using all-caps for emphasis, though, because it’s considered spammy.

The right opening lines for your email depend on your goals. Connect in a personal way, and show you care or value the recipient before you start talking about your intention.

Take a look at the emails sent by BuzzFeed for a good example of attention-getting openings.

They don’t talk about business right away. Instead, they greet their readers or show them entertaining content off the bat, or even use comical subject lines to stimulate interest.

In one of BuzzFeed’s marketing emails, for example, the subject line says “Sorry, wrong number”. That can pique interest right away, which leads to the email being opened.

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Deliver Your Email Properly

Email delivery is another consideration in an email marketing strategy. That refers to both the timing and quantity of emails you send.

You see, there’s a right time to send your emails. You can’t just send them anytime you want, if you want optimal results.

In addition to that, the number of your emails should be controlled too. Sending too many emails can negatively affect your email marketing strategy.

With that said, determine the right time and number of emails you’re going to send to your target audience. This may vary depending on your audience’s characteristics or circumstances.

Usually, sending 1 or 2 emails a week is enough. This won’t make you look spammy.

If you go higher than that number, your subscribers might get annoyed because you’re flooding their email inboxes. This can make you lose subscribers.

Note that you may have to do some audience research to find the perfect time and quantity to send. You can also use different marketing tools to determine those things — which brings us to the tools you can use to enhance your email marketing strategy.

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Tools for Your Email Marketing Strategy

There are many online marketing tools that you can use for your email marketing strategy.

Two of the best such tools are Aweber and Getresponse. Both of them are useful tools for hosting your mailing list.

Aweber and Getresponse let you automate your email marketing strategy. For example, once a visitor subscribes to your email, those tools can send a welcome message to him instantly.

After that, they can also send follow up emails to your subscribers, depending on your preferences.

The right tools for your email marketing strategy depend on your goals and capital. To help you choose, here are the costs of using Aweber and Getresponse.

Costs of Using Aweber 

The cost of using the features of Aweber depends on your total number of subscribers. The services get more expensive if you have many people in your email list.

  • Up to 500 subscribers: $19 per month.
  • 501 to 2,500 subscribers: $29 per month.
  • 2,501 to 5,000 subscribers: $49 per month.
  • 5,001 to 10,000 subscribers: $69 per month.
  • 10,001 to 25,000 subscribers: $149 per month.

You’ll get a quote from Aweber if your subscribers number more than 25,000.

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Costs of Using Getresponse

The price of using Getresponse is almost the same. However, the exact cost depends on the features that you’re using.

To give you an idea, let’s take a look at the plans for Getresponse.

The Basic plan starts at $15 per month and allows you to send an unlimited number of emails to up to 1,000 subscribers. This package includes the following services:

  • Email marketing,
  • Autoresponders,
  • Unlimited landing pages,
  • Automation templates,
  • Forms and surveys,
  • Exit pop-ups, and
  • Facebook Ads.

Next is the Essential plan. It starts at $49 per month for up to 1,000 subscribers. This package allows you to use more services, like the following:

  • Features open in the basic plan,
  • Unlimited landing pages,
  • List building funnels,
  • Sales funnels,
  • Webinars, (max 100 attendees)
  • Sell e-products, and
  • Simple CRM.

Then there’s the Professional plan, which starts at $99 per month for up to 1,000 subscribers. This package allows you to use all Getresponse features with these:

  • Automation builder,
  • Contact scoring & tagging,
  • Webinars, (max 300 attendees)
  • Webinar funnels and
  • Paid webinars.

Finally, there’s the Enterprise plan, which starts at $1,199 per month for lists exceeding 100,000. It allows you to use features available in the Professional plan, along with the following:

  • Account manager,
  • Dedicated IP address,
  • Deliverability consulting,
  • Single Sign-on, (SSO)
  • Webinars, (max 500 attendees)
  • Transactional emails, and
  • Email campaign consulting.

Which Tool Is Best

As I said, the answer depends on your goals, type of business, and capital. But based on the price and features, the basic plan of Getresponse is the best for small and startup businesses just testing the waters with email marketing.

Having 500-1000 subscribers will barely affect your budget. That’s because your email marketing strategy will be automated for just $14 per month.

Of course, if you have more subscribers or particular plans that require some other special features, another plan or tool may be preferable.

My advice is to look over your situation and email marketing strategy very carefully first. Only after that can you make a reasonably informed choice between these 2 tools.

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Final Thoughts on Email Marketing Strategy

In this blog post, I talked about making an email marketing strategy.

Email marketing can be one of the most cost-effective marketing channels for a business. However, you need to execute your email marketing strategy correctly to ensure its success.

I showed you how to do that above. In gist, you must build a mailing list made up of your target audience, create excellent email content, and figure out how to deliver your emails properly.

You may also need to use email marketing tools like Aweber and Getresponse. They can automate your email marketing strategy for your convenience.

If you have more questions about email marketing strategy, leave them in the comments below.

If you need help with your email marketing, then feel free to contact me and we can talk about the different consulting options we offer.  Or use the link below to apply for your “Results in Advance” free consultation and let’s get started right away:

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P.S. – If you like this post, feel free comment down below and/or share on Facebook.

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Create an Effective Email Marketing Strategy - Mike Marko

Author: Mike Marko
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