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The Beginner’s Guide to Effective Email Marketing.

KDG group - 15.09.2020 - 0 comments

In today’s world, we are increasingly replacing emails with tweets, likes and statuses, but this does not mean that the effectiveness of email campaigns has decreased. Moreover, a good mailing list can bring a lot more value to the business than a quick post on a social network. But the problem is that many do not fully understand how to make an email newsletter correctly. In this article, we will introduce you to the basic principles of good email marketing and building a sales email newsletter from scratch.

Principle 1. Remember that you are on the subscriber’s private territory.

With the development of mobile gadgets, the mailbox has become the same element of the mobile phone as the SMS messenger. This means that the consumer can see your letter during an important meeting or vacation with the family. At times like this, people don’t want to be distracted by brand advertisements. In everyday life, advertising surrounds us everywhere and everywhere, and if your email is another clone of advertising, then you will face a negative reaction: sending it to spam or blocking subsequent messages. But then what to do? Let’s figure it out.

Action 1: Ask permission to send emails.

The basic principles of good mailing include the fact that the consumer has given you permission to send him letters. Usually, such permission is provided during filling out all kinds of feedback forms, receiving discount cards, etc.
In order to receive as many positive answers as possible to the question: “Do you want to receive our newsletter” – you need to offer the consumer a gift. Message style and copywriting also play an important role here. The most common doubts that a client has when asked to leave their contact details:
• What will your newsletter give me?
• Will you send me any spam?
• How often will your newsletter arrive?
• What do I get if I leave my contact information?
• Will you send me offers that are relevant to me?
In case you want to replenish your database with high-quality data of your clients, you should tell them more than just “Leave your email to receive news from our company”. Explain why your newsletter will be useful to them or what new opportunities will open up for them. Tell us what kind of mailings you are going to send them, briefly about their content.
Below you will find a couple of examples of what kind of mailing lists people are usually interested in:
• A series of letters when each letter reveals a new aspect of the topic.
• Letters with useful information that you can download.
• Letters with e-books or links to useful articles.
• Regular industry newsletters for a specific period.

Action 2. Try not to get into the spam list.

All popular mailing list services work very hard day in and day out so that your mailing list bypasses at least the main ISP systems. But at the same time, they still cannot give a 100% guarantee whether your email will get into inbox or spam. The best way to make sure that your newsletter is in the correct folder is to be added to the subscriber’s address book. To do this, you need to notify the client about the possibility of adding you to the address book, especially if this is your first mailing list for this contact.
Below you can find the instructions on how to enter the address book provided by the leading email marketing services:
• AWeber
• Mailchimp
• Constant Contact
• Campaign Monitor
• Blue Sky Factory
• Emma

Principle 2: Maintain Good Records.

How much and when to send.

If you want to send mailings a couple of times a week (or maybe a day), then first of all put yourself in the shoes of your client. Do you really get useful information in each mailing list? For example, Amazon regularly sends newsletters to its customers, but they are always based on the consumer preferences of a particular customer. If you send an offer “by guessing”, then most likely you will lose a subscriber. An individual approach, in the case of Amazon, is provided by offers that are based on previous purchases or views of the customer’s products, but there are other ways. You can send newsletters with links to blog articles if the client has previously been interested in them or provide news that are related to the circle of his vital interests (for example, if a person has no children, then he is unlikely to be interested in the article “Where to go on a weekend with children” ).
But then again, every business has its own needs and there is no hard and fast rule about how many times a week / month you should send emails. There is only one thing to remember – it is better to send fewer, but meaningful mailings than to pour water on the client every day.

Newsletter features.

Now let’s talk about the most common type of mailing list – the newsletter. What is good newsletter and bad newsletter?
The first sign that you are making a bad newsletter is that new visitors to your site / blog are not subscribing to it, and established customers are rapidly unsubscribing from it. This usually happens when you do not have enough content for newsletters or the base on which you send newsletters is formed incorrectly. In this case, your customers do not understand why they leave their email address and accordingly react negatively to letters. Make sure there are no random people in your database. To do this, enter additional questions about customers in your CRM system: who are they, how did they get acquainted with the product, did they react to mailings before and how?
Try to use the newsletter as a way to get even closer to the customer. Ask him to leave feedback on the content of the letter, ask what news he / she would like to receive. Try to mix suggestions and updates for your product with universal advice (e.g., on caring for clothes, shoes) so as not to create the feeling of another ad.

Use automatic mailing.

Marketers often forget to communicate with their customer base, until something needs to be sold urgently. That is why it is important and necessary to use the service of automatic sending of letters. With this service you can plan your mailings for 1-2 months, as well as think over their content beforehand. In this case, your client will regularly receive notifications from you and by the time you are ready to make him any special offer, you will be sure that he remembers you.
It is important to remember when you will have your next automatic mailing, so that if additional information appears, you do not send several mailings in 1 day or in 1 hour. This problem usually exists in companies that have a single customer base and several diverse products on the market (for example, language courses, art courses, music training).

Principle 3: Database segmentation and analytics.


Without exception, any email service provides basic campaign analytics. Among the main indicators here are the 3 most important: open rate, CTR and the number of subscribers who have suspended their subscription.
The open rate will tell you how well you have built relationships with your followers. If the open rate is low, it means that customers have started deleting your emails without even opening them. In this case, you need to work both on the general perception of your company by the client, and on the structure and content of letters (especially headings).
If you have a low CTR, then your messages do not resonate with your subscribers and do not motivate them to take further actions (following a link, filling out a questionnaire), or the mailing is not sufficiently targeted and simply goes to the wrong subscribers.
If you have a high rate of those who have suspended subscriptions, then you have failed to convey to your subscribers the importance and relevance of your mailing list. In this case, you first of all need to understand why people unsubscribe from your letters and try to regain their loyalty.
If the unsubscribe begins after sending automatic letters, then the structure of the content of such a mailing should be revised. If after sending your marketing messages, then work on presenting the benefits of your offerings.   If the subscriber unsubscribes when they first get acquainted with the company’s mailing list, then you need to work with the main message and call to action.
If you devote enough time and attention to analytics of email campaigns, it will certainly help you diagnose and fix all the errors in email campaigns, and even avoid some of them.


If anyone does not know what segmentation is, then we will explain briefly. Segmentation is the division of the customer base into target segments according to certain criteria (age, location, gender, interests)
By dividing your audience into segments, you get the opportunity to send more targeted emails and build more targeted communication. Your customers should be able to choose which type of newsletter they want to receive, otherwise you may lose them.
With a segmented target audience, you can always send an email to those who unsubscribed from your mailing list asking why this happened or if new subscribers need any additional information. You can also test new mailing formats on different segments and evaluate the effectiveness, compare the results with each other.

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