/ email marketing

Getting Started with Email Marketing

How many times per day do you check your email, once, twice?

According to Google, 91% of people check their emails everyday, which shows that email is a big market that can be tapped into to gain direct access to your target audience.

In order for email marketing to be successful, every email campaign carried out must provide value to the audience reading it and retain their interest or you face losing them off your list.

It can be difficult to determine if people 'unsubscribe' without directly unsubscribing. This could be because they simply stop opening your email or even send it to the spam/junk folder, so it's important that every email carries value for the person who'll be reading it.

2 very important factors when it comes to email marketing:

Click Through Rate (CTR) - This is the percentage of people who click through the email to gain access to the linked content. By tracking the CTR, you'll be able to see how useful and interesting people find your emails so you can adjust the content accordingly.

Conversion Rate - This is the percentage or amount of people who act on the action the email content suggested to them. This can be things such as buying a course or using a discount code within a certain time period. The smaller the number, the higher your conversion rate is.

Even if you're not ready to send out email campaigns just yet, you can still start to think about what types of emails you'd like to send to your potential audience. A good way to start is by asking yourself what is my service providing. Remember this can be quite targeted and tailored towards your potential audience.

Here are a few ideas to help get you started:

  • Reminders, tips, hints and how to's
  • Sales, discounts and offers
  • Announcements, new products or services to be offered
  • Suggestions based on the individuals previous purchases
  • Updates in general relating to the industry your service resides in

There are a few sites out there that can help you get an email list setup so people can begin to subscribe to your emails. A good site to use is Mail Chimp as it provides analytics and also allows you to set up email marketting campaigns. The key to remember is email marketing isn't hard or difficult to setup it's about taking the first steps and taking the time to understand your audience.

Paul Halliday

Progress Telerik Developer Expert. Course author with students in 110+ countries. BSc (Hons) Computer Science @ UoS. Google accredited Mobile Site professional.

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