The term email marketing is old enough and doesn’t need a detailed introduction. In the simplest of words, any advertisement that is sent to a potential customers via email falls under the broad term of email marketing.
It is not uncommon to see beginners argue over the importance of email marketing for startups. The common argument is the relevancy of technique in the age of social media where tweets and Facebook posts often generate better leads. However, email marketing experts understand how crucial it is in this era of social media channels. The reason is the uniqueness of an email, when your inbox is flooded with tons of social media notifications. In fact, startups are in an ideal position to make use of email marketing since they have the opportunity of carrying out A/B testing frequently. An email marketing campaign for a startup can help overcome numerous hurdles such as reaching wider audience and presenting the offer in more detail than social media posts.
At first, designing an email marketing campaign comes across as an exciting task, but many first-timers often do not get it right right the first time. To help the startup guys who are planning their first email campaign, I have created the perfect email marketing starter guide.
Let’s go over the most important steps you ought to carry out when launching an email marketing campaign for your startup.
Research is the Key!
Before talking about how startups can jump into email marketing, it is important to mention here you need to have your A game ready for carrying out due research for the campaign. The rest of the plan usually goes accordingly.
Know your (Potential) Customers
The first and the most important step is knowing your audience. The important question to ask at this point are: Who are you targeting? What is your target market? Would you rather concentrate your efforts on a select group or target a broader audience? These questions should form the basis of the email marketing campaign.
Knowing your target audience prevents you to waste resources on audience who are not a good fit for your product. Thisway, you get better results with minimal efforts. The next step is to generate a list of customers who might actually be interested in what you’re going to say in your emails.
Building an Email List
Building an email list is an art.
One of the most effective ways of building an email list is by publishing high value content and offer the readers the option to receive updates in exchange for their email address.
You can add social sharing option to your emails that will increase the reach of the emails. This way, you could gather more emails.
Giveaways are a great way of collecting email addresses. Simply ask the visitors to register through email.
Building the email list requires you to employ several channels simultaneously to speed up the process. Just remember that the addresses on the list should be relevant to your brand/product.
Choose your the Right Email Tools
An email campaign is as good as the tools that are used to deploy and measure the performance of the campaign. Here is my selection of the tools to help you launch and measure the performance of your startup focused email campaigns.
Litmus is perhaps the most popular email marketing tool for testing and tracking email. The tool supports testing for all mobile operating systems and traditional web clients. Litmus’ basic version is priced at $79 and go as high as $399 for the premium version.
MailChimp is trusted by over 7 million users across the globe and provides great insight into what works and what doesn’t for your email campaigns. The tool is quite affordable with the basic version starting from $10. Users can try it out for free, but it only lasts for 12,000 emails a month or 2,000 subscribers.
Reach Mail is a popular tool that offer direct performance metrics comparison, allowing you to compare at most five email campaigns together. Moreover, ReachMail offers email templates that can be used for testing and tweaking the email campaigns. The product’s starter version stands at $10/month and goes all the way up to $70/month.
CakeMail is the ideal email marketing tool for businesses looking to split A/B test customer base. The tool comes integrated with Google, enabling users to analyze detailed stats for ongoing campaigns. CakeMail’s free starter plan allows 500 contacts with 500 emails, whereas its paid version begins from $8/month.
Segment the Email Contacts
Whether you are a new to your industry or has been there for several years, segmentation is a process that should form the foundation of your email marketing campaign. It is the process of categorizing email contacts into distinct groups. These groups could include customers interested in a product upgrade or people who would like to hear about your newest service.
Segmentation enables you target one group of customers who share a common trait. This way, you could tailor your message to that particular audience. You can even segment customers who didn’t open up your last promotional message, and send them a better version of your campaign to do the trick.
The Ideal Time to Launch Email Marketing Campaigns
When’s the best time to start an email marketing campaign? Late at night when customers are close to hitting the sack and are mainly idle or early in the morning when people are all fresh and sipping their coffee?
You can never be too sure about the timings. However, an effective trick is to associate it with an event.
For example, launch campaigns for global events such as Thanksgiving, Christmas, New year, etc. Event-associated campaigns have a greater probability of achieving results since customers are already expecting promotional emails and offers.
Optimize your Emails
There are multiple ways of optimizing an email marketing campaign and most of them go hand in hand when it comes to extracting the desired outcome from your emails. Start with catchy yet strong subject lines, followed by a clear, crisp email body that conveys your message in minimum possible words.
Additionally, add a personal touch to your emails by sending them out from an actual person. Lastly, optimize your emails with a call-to-action gesture that leads your potential customers to your sales funnel. These are just the basics hacks and optimization is mainly a matter of trying out new things and improving the ideas that work.
Now Let Email Marketing Boost Your Startup
Email marketing for startups is simple and effective marketing technique that require your time and efforts in order to produce results. The core process is research, crafting a custom message that targets the pain points/problems of the customers, set up the list and launch your campaign using the right email marketing tools. If that goes in order, pick up the right time to hit your audience and send out optimized emails. You shouldn’t be too far from reaching your desired results then.
All the best!
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