A Beginners Guide to Email Marketing

Start off on the right foot in your exciting digital career with our beginner’s guide to email marketing. 

What is email marketing?

Email marketing allows businesses to develop their brand while building a relationship with clients through one-on-one conversation.

How do I choose the right platform?

There are lots of available tools that will allow you to automate your campaigns. Here’s a selection, to help you think about what’s right for your business.

  • Drip Email Tools
    Active Campaign and MailChimp are some available tools that enable you to create drip emails driven by factors such as subscriber interaction, behaviour, interests, location and history, or allow you to automate the entire lifecycle of a customer.

  • Email Newsletter Apps
    ConvertKit is just one Customer Relationship Management (CRM) system that allows you to send targeted autoresponders to subscribers based on their interaction with your emails.

  • Email Tracking and Monitoring Tools
    GetNotify is a free tool that notifies you the instant your email gets read by the recipient. 

There are many more types of tools available, such as email list building, email testing and integrated marketing automation tools. Have a look around and see what’s right for you.

How can I segment my list?

Segmenting your email list helps you create compelling campaigns that your customers will enjoy. There are so many ways you can segment it, such as by geography, gender, age and interests. The more information you can gather about your database, the better you can tailor your emails.

Why is content so important?

Good email marketing begins with valuable content. It’s essential to create and share content that your customers will find useful and interesting, so put yourself in their shoes.

What types of content can I share?

The possibilities are endless. Some suggestions are business achievements, exciting new changes or updates, milestones, videos, exclusive tips, discounts and deals, case studies, blog posts, team member spotlights, testimonials and photos.

How often should I email my list? 

The frequency depends on your objectives, or your product or service. Monthly emails are typical, but you could contact your list more regularly if you’ve got great content or regular promotions.

How do I analyse the results?

The goal of your email marketing may be to grow your subscriber database, generate more leads or to convert more existing leads into customers. Track your progress using metrics such as:

  • Clickthrough rate, the percentage of email recipients who clicked on links contained in an email.

  • Conversion rate, the percentage of email recipients who clicked on a link within an email and completed the desired action.

  • Bounce rate, the percentage of your total emails sent that could not be successfully delivered.

  • List growth rate, the rate at which your email list is growing.

  • Email sharing/forwarding rate, the percentage of email recipients who clicked on a “share this” or “forward to a friend” button.

It's crucial that you decide what you want to achieve with your email marketing before you begin to send and measure emails. With the basics under control, you can enjoy the exciting possibilities of your future marketing campaigns.

Learn more about email marketing in Macleay's Digital Media courses specialising in Digital Marketing.

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