Throughout my career I’ve been fascinated by email marketing. Mostly because of the statistics that are available and how it can be used as an authentic tool to reach your audience in ways they actually need and appreciate. It has always been easy for me to help my customers share content and understand what makes their product or service unique and valuable. I’ve made it my job to understand how to extract the valuable content, when and where to share it, and how to hit the “publish” or “send” button.
So how do you know whether setting up an automated email campaign is something you should consider? And what steps can you take in order to make this happen?
1. Valuable Content
First and foremost you’ll need to think through the content. Over the past year I’ve kept a log of what customers are asking me for regularly. This has been super resourceful for generating content. If you find yourself answering the same question over and over it may be time to write a blog post or an email blast on that particular subject. Another option is to make a list of challenges that your customers regularly face and find one or more that you feel excited to share about. While you let your content simmer on the back burner you’ll want to think through logistics next …
2. Email Marketing Platform
There are many reasons to use a proper email marketing platform to send out your emails. A few top reasons would be to keep track of your lists, enable automation, and include a seamless unsubscribe option (which, by the way, is required by law). I set my customers up under my account on Campaign Monitor. This way I can help them if needed. Others options include AWeber, MailChimp, and ConvertKit. There are many more email marketing platforms available. I encourage you to search and find the one that works the best for you.
3. Creating Opt-ins
Your account is set up and your content is germinating, now it’s time to set up some email opt-ins so that existing and potential customers can sign up to receive your emails. Generally speaking you’ll want to create a place on your website and social media platforms for users to sign up. You can do this on multiple places within your website using pop-ups, sidebars, or maybe just a button—it all depends on how important your email is to your mission as a business. Thinking back to your content … a great way to encourage users to sign up is by offering some free valuable content in exchange for their email.
4. Setting up an Email Campaign
By now you’ve had time to get excited about one or more of the topics you thought up in step 1. Draft your email or group of emails in a document and share with an editor or friend for proofing. If you’re in need of a photograph or illustration to accompany your email(s) make sure it matches your brand standards and quality. You can purchase stock photography on sites like istockphoto.com or take your own photos if you have a quality camera. Get creative and have fun—the more you enjoy the process the more your customers will enjoy the end result.
5. Automation and Scheduling
Monitoring your email list could take a lot of valuable time so it’s important to set up automated emails for your opt-ins so that your email platform is working for you, not against you. If users sign-up they should automatically receive an email from you thanking them and sharing links to some valuable resources that you already have available. If you’re sharing a free series of content then you’ll want the emails to send automatically. Once the user signs up the emails should be scheduled to run a course depending on your preferences—it could be once a week for a number of weeks, or maybe consecutive days—the key is to think through your goals for the emails and schedule accordingly.
The above steps are just touching upon the key points to strategize your email marketing. For more information or to get started contact me here.