Email Marketing Basics Every Business Owner Should Know

Email marketing’s keystone element is its list. Without an accurate and engaging list, your campaigns won’t reach anyone.

Each campaign should have a clear goal, whether that means expanding your business, raising brand awareness or turning casual shoppers into loyal customers. Your goals should dictate which emails to send and when.

How to build an email list

Email marketing is an ideal way to engage a dedicated audience who consistently interact with your content, but in order to be successful it requires having an efficient list-building strategy in place.

Make it simple for people to subscribe by including signup forms on your homepage, blog posts and landing pages. You could even leverage offline interactions like stores or events as ways of increasing subscriber counts.

Referrals can also help expand your email list quickly and effectively. Make it easy for customers to share your content by providing them with an easily shareable link that includes double opt-in emails for each person they refer.

Brands targeting niche audiences should explore using online communities like Discord or Slack as a list-building strategy. Just be careful not to flood these spaces with emails that may compromise their trust; consider offering valuable content downloads instead – Tortuga backpacks offers free packing guides when people sign up for their mailing list!

What to include in your emails

Emails must serve a clear purpose that fits within your overall marketing strategy. Deliberating this purpose before beginning drafting is an integral two-step thought exercise that will ensure that your email doesn’t become lost amongst others.

Always include links to your business website, contact information, social media channels and signature colors when sending emails promoting your company. Incorporate logos and colors branded to match email signature colors into emails you send. Also consider including alt text images in emails as this provides context while being considerate to visually-impaired recipients.

Address your subscribers by name for an easy and powerful way to show that you care about them as individuals, while increasing click-through rates by up to 7% – not only that but it allows recipients to trust that their response will go directly to a real person, not an automated system.

What to avoid

Email remains one of the best methods of reaching customers and communicating with them, whether that be to generate brand recognition, nurture leads or sell products. But it’s essential to be aware of any common errors when sending out emails to ensure effective communication and avoid mistakes that could jeopardise its success.

Typos and poor grammar can give your emails a spammy vibe, driving people away from your business. Furthermore, keeping emails short and sweet is vital for their reader’s digestion of information.

Sending emails from private servers could result in your deliverability rate declining or being blacklisted by some ISPs, leading to embarrassment and lost revenue for you and potentially driving away customers. Testing your emails before sending out to all subscribers may help avoid such embarrassments or revenue losses; alternatively proofreading tools exist that can catch common spelling errors.

How to track your emails

Email tracking is an integral component of any successful marketing campaign, enabling you to monitor how your emails are performing and make necessary adjustments for improvement. Email tracking involves placing a tracking pixel into each of your emails that sends notifications back to your server when the email is opened – this includes read receipts, link clicks and in-email analytics as methods of tracking emails.

Utilizing these tools, you can easily track how many people clicked your email’s links as well as how often it has been opened. This information allows you to tailor follow-up messages based on how recipients have responded – for instance if someone applying for employment may need support, you could offer relevant proposals that fit their circumstances more directly; making more likely that they’ll respond to future emails sent your way.

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