There are 4 billion daily email users. 64% of brands use some form of email marketing in their strategy -- do you? Would you like to but don't know where to start? In this post we'll cover some of the terms like lead generation, automatic or campaign messaging, and Open Rate and more, have to do with email marketing.
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Lists
In email marketing, your list is your baby. Once you have a healthy list you can experiment with segmenting for specific opportunities to connect with your subscribers.
Lists are made up of subscribers who sign up to your newsletters. Subscribers are leads. You collect leads who visit your site with a "lead generation form" that can be set up to appear as a popup (a window which opens when a visitor lands on the page) and/or as a static spot on the webpage where visitors can leave their emails for further communication.
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Segments are the ways we break those subscribers into different groups based on their behavior, which we learn over time. Segments can be done by demographic, past purchase behavior, engagement with previous emails etc.
Your first goal should be setting up the "lead generation form" and a Welcome message which are are satisfied communicates your brand clearly as an automated message.
Messaging
Whether you're working on an automatic or campaign email, you should have a clear idea of what you want to communicate with that message. Your "Call to Action" (CTA) should link directly to what you're putting in front of them.
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Automatic messages are the “set it and forget it” of email marketing – the welcome message, a cart abandon, a birthday discount etc. Whereas manual, or campaign, messages are the weekly/monthly sends where you can play with copy, images, links and segments.
Whether you're working on an automatic message or a campaign message, the "Call to Action" (CTA) should be the first thing that a reader sees when they click to open an email. It should direct them to what you want them to do with the email (i.e. read the blog, look at a new product, shop specials). CTAs are often a "button" or in the least a hyperlink, where a piece of text is highlighted in the "copy" and when clicked will take you out of the email body to the host site.
Once you have a grasp on the pieces of of automatic and campaign messaging, and where your CTAs will take readers, we can look at what the data tells us.
Measuring
One of the great things about email marketing is that data it can tell us about our subscribers actions. When you're just starting a newsletter there are three key things to look for: Open Rate, Click Thru Rate (CTR) and Conversion Rate.
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Open Rates are found by % opened over the rate of messages that were delivered. Open Rates tell us how the subject line performed in the inbox.
Click Thru Rate (CTR) is the % of people who opened the email (yay!) and who clicked something in the email, like a link to the website product or blog.
Conversion Rate are the % of people who ordered something through the email, from your website. This tells us how well the emails are working for sales directly.
Getting Started
There's a lot of information and twice as many acronyms out there to throw around about email marketing but the fundamentals are to have a way for interested users to subscribe to your list, to reach out to them with deliberate communication, and to track how they respond to that for future possibilities.
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