Email has been around for a long time. Longer than most people realise, in fact. The first emails were sent in the 1960s. But while the latest social media platforms and digital gimmicks might be flashy, email marketing still offers a massive opportunity for business. Here’s how to get started with email marketing in 2019. It’s not “too late” to make the most of email.
Email Marketing in 2019
Because email is a “mature” form of content, it’s used by pretty much everyone. Here are a few of the stats that show off the scale of email:
- Half of the world’s population (4.3 billion users by 2022)
- 269 billion emails were sent PER DAY in 2017
- Businesses report an average return of $32 for every $1 spent (DMA, 2018)
- Half of all emails are opened on mobile (IBM, 2018)
Email is mobile, it’s profitable, and it spans generations. Even if you’re selling products to teens who spend more time on social media, the checkout process still involves email. At the very least, it’s for transactional emails like order confirmations and shipping notifications.
So why wouldn’t you take advantage of the email marketing opportunity alongside that?
How to Set Up Mailchimp
Getting started with email marketing is easier than ever. We use and recommend MailChimp, which we use with all of our clients. It also happens to offer a free plan and has a beginner-friendly tutorial to walk you through things.
It’s as simple as going to MailChimp’s website and making an account:
Even if you aren’t taking advantage of all the features, you should also get Google Analytics set up on your website and connected to Mailchimp, too. Once you’re ready to look at the data, having a history of it will be helpful.
So don’t get bogged down by flashy ideas just yet. Putting it simply, to get started you need to:
- Create your Mailchimp account.
- Connect Google Analytics.
- Start collecting emails.
- Stay in touch with your list!
Email Marketing is About Communication
After setting up, don’t forget email marketing is all about communication. It’s astonishing how many businesses will get set up, start collecting emails, and then never say anything.
It’s only email marketing if you actually send emails.
You don’t need to overthink it or make it complicated. We recommend emailing your list at least once a week. Anything less, and it’s difficult to build a strong relationship.
And the LAST thing you should do is only send emails when you want to sell something, like when you have a new launch or a discount sale. Email marketing works because it’s a warm audience. Staying silent for weeks, then asking someone to hit ‘buy’, is treating them like a cold audience.
Types of emails you can send:
- Event invitations
- Industry opinions
- Tutorials & tips
- Collating your content
After your list is set up and legal, and you have a system in place to send that weekly email, you can start looking at getting fancier with it.
This next step is where the real magic of email marketing comes into play, and it’s also where it starts to get more technical. So again, don’t let that keep you from just getting started.
- Set up DNS
- Start using automations
- Analyse the data
- Grow your list through ads, lead magnets, etc.
- Track ROI and pivot to stay on track
Automations You Can Setup
The best way to start taking advantage of email marketing is through automations. The work isn’t ‘passive’, but it means that your content marketing funnel can churn away even when you’re asleep or working on something else. Here are a few ideas to whet your appetite:
- Welcome emails, based on where people have signed up
- Reminding people to review the products they ordered
- Sending customers who haven’t reordered a discount
- Free courses or daily challenges, sent by email
- A gradual introduction to you and your business, with actionable advice and tips
Stop Overthinking, Just Get Started with Email Marketing
There’s no quick trick to start your email marketing “the right way” and guarantee you’ll have a million subscribers overnight. Also, anyone selling or promising a quick fix won’t be able to keep that promise.
Email marketing is a huge opportunity. Like other areas of marketing, once you get started the details will matter more. Details like the subject lines you use, the lead magnets you use to get subscribers, the copy within the emails themselves, and more. But none of the tools and tactics people talk about will matter unless you just get started.
Still not sure how to get that first email out? Stuck for ideas? We offer a full content marketing service, so we can write one email for your latest campaign or we can help you set up your list from scratch and start seeing results. Just get in touch.