As a digital marketing professional working with email marketing clients across the UK – it only makes sense to try and impart some knowledge to my bloggerfam!
In this post we’ll look at getting going from the start, whilst also looking at a few different platforms to choose. However, the first thing we need before we can send anything is DATA.
Let’s get things started with the basics, working through to more complicated stuff.
Why Email Marketing?
Okay – so you’re creating tons of fab content which is being shared across multiple platforms but it’s impossible to guarantee that follows you will see your content.
With email lists you know that everyone in that list (bar unsubscribes) will receive some kind of notification when you send them an email. Email marketing is one of the highest performing marketing channels in terms of ROI and websites visits and definitely shouldn’t be ignored.
What do you want to get out of these emails? Here are some examples:
- You simply want people to see your content
- There is a competition with a partner you’d like to promote
- Sending out exclusive content prior to going live
- Offers from partners to your database
- Encourage interactions with dedicated landing pages
- Have products? Well you might want to sell them!
These are just a few examples of what you could be looking to do, but it’s important to have this set out from the start, your email marketing journey will depend on this.
Who is Going to See the Content?
In the simplest form, you want to be building lists.
The likes of Campaign Monitor, MailAway and MailChimp have easy to use interfaces whereby you can create forms that can be cut and pasted onto your website, the information will be sent via API straight to your account where it will be kept.
There are also some pretty cool Plugins for WordPress which are all easy enough to implement and have robust FAQs.
They all also have any links where you can redirect from social media to further help bolster those list sizes.
From the start, you can collect data from:
- Social media
- Partner email marketing with a clear opt-in to your marketing
WHY should anyone sign up to your email marketing?
Think back to your goal and what incentive can you offer to sign up? Promotion codes for products is always a good way, worth speaking to your representatives about partnering up.
Another way is to have a popup on your website which also encourages people to sign up, why not have a look at Icegram – a good example. It is worth noting that in all user experience (UX) testing I have done, this can prove to be intrusive so if possible keep the recurrence low so not to annoy visitors to your website.
What Sort of Data Should I Be Collecting?!
The more information you collate from your subscribers the better. Examples of some really basic information you could house:
- First name
- Last name
How to Make the Data Work Harder for You
Collecting information on what they’re interested in hearing about is a great way of segmenting your emails so only the most relevant information is sent to them – helping those all important statistics.
For instance, for my blog the examples of segmenting would be with simple tick boxes for the following:
- Men’s Interests
- Foodie News
- Travel News
For instance if someone selects two of the above, I can segment so that the person will receive only those bits of content and not the other two which they do not.
Mapping Ye ‘Ol Data
This is where it could get complicated…
Depending on how you define your box ticks you will then have to create the rules. Each section will define a profile of the person, so if ‘Person A’ has a ‘TRUE’ in the sections for Lifestyle and Foodie News, then they’ve signed up for that. Your rule would be:
- IF ‘Profile. Lifestyle’ = ‘TRUE’
- IF ‘Profile. Foodie News’ = ‘TRUE’
This will only include the data for these sets.
The signees haven’t selected any boxes? Throw all you have at ’em.
Data laws in the UK are strict and they MUST be adhered to. For more information on email marketing, please see here. It is up to you to be responsible for your database.
Endeth Your Data Lesson
So – that’s starting up and getting your data (house) in order. The groundwork you put into at the start will mean you can definitely reap some serious rewards from your email marketing activity.