Quick Guide to Email Marketing (Updated 2021)

Do you want to know how to grow your company’s profits and convert potential customers? Want to then turn those customers into brand ambassadors?

If you’re a business owner, you want to look for ways to turn business leads into people who purchase your services or products and become interested in your company. When you gain potential customers, it’s important to keep them up-to-date with what’s going on in your organization.

Email marketing serves as a crucial part of gaining and retaining customers. It also helps you improve your customer’s lifetime value. But how do we use email effectively?

Below, we’ve compiled an easy-to-follow email marketing guide just for you.

Keep reading to learn how to use email to get more customers!



What Is Email Marketing?

Email marketing consists of composing and sending emails to people who have signed up to be on your contacts list. These messages often feature a variety of different features, including company updates, reminders to purchase items left in a cart or promotional offers.

When you partake in email marketing, you give your customers the opportunity to either make their first purchase or continue supporting your business efforts. It also keeps you at the top of their minds and entices them to buy from you again by letting them know when sales are taking place.



So, are you wondering how to get your email marketing off the ground?

After all, it’s one thing to agree that it’s necessary to keep your supporters updated and engaged, and it’s another thing entirely to implement that engagement. Usually, email marketing takes a lot of thought and time. You have to compile your email list, use an email service, define your target audience, compose your messages, and schedule out your communications.

Fortunately, we have tips to help you do just that!



1. Build Your List

In order to send an email, you need to have recipients. But how do you figure out to whom you should send your messages?

The key is to get your clients to opt into email communications. You can do this in a variety of ways. Many choose to put options to sign up for email updates on the home pages of their websites. Others offer buyers the chance to receive emails when they make a purchase.

But do you want to make sure you don’t lose potential customers if they just click away and forget about you?

Many companies now make use of systems that sense when a website visitor is about to switch over to a new tab or leave the page. This triggers a pop-up that catches the viewer’s attention and invites them to join the email list. While some people may choose to click away anyway, others will give you their email addresses, to which you may then send your messages.



2. Work with an Email Marketing Software

As you start collecting email addresses, consider what email marketing software you’d like to use.

What is email marketing software?

Companies developed this type of software to assist businesses with their email marketing endeavors. They come pre-programmed to help you create your emails and often allow you to store and segment your recipients. They also give you incredible templates, which you can use to create professional-looking emails.

These templates are usually customizable, meaning you can add your logo and other necessary elements to your emails.



3. Define Your Target Audience

Your target audience should be at the forefront of all your marketing communications (not just email marketing). If you haven’t defined your target audience yet, now is the perfect time to do so. But what is a target audience?

Think about the average person who buys your products or services. Do you sell mostly to young women in their 20s or stay-at-home dads? Your choice of target audience should be backed by research. Who needs you the most? Who’s already buying what you are selling?

Once you decide this, start targeting your marketing materials toward this person. Write your email marketing campaigns with this person in mind and show them how you fulfill a need they have.

That way, when someone who falls within your target audience reads your message, they’re prompted to make a purchase.



4. Composing a Message

If you’ve never written a marketing email before, this might seem a little bit daunting. This might especially be true if you don’t consider yourself someone especially good with words but have no one else to write your messages.

You don’t have to worry, though. There are several things you can do to send an effective email. Let’s get into some tips below.



Focus on Engaging Your Audience

Your reader needs to know how your email impacts them. After all, why else should they care?

Engaging your audience begins with your message’s subject line. Use a hook to get them in. For instance, if you have a sale that’s ending, use something along the lines of “Last Chance to Get 40% Off!”

This shows your reader immediately how your email impacts them (they can save money) and catches their attention by including “Last Chance.”

When they open the email, use the text to continue communicating how your email impacts them. For instance, if you’re running a sale near the holidays, you could say, “Get Last-Minute Gifts” and include a link to one of your collections.



Create Emotion

Whenever possible, you want to create an emotional connection between your brand and your customers. This can be done through a variety of means. If you’re using images, show your models expressing an emotion. For instance, you can use images of your models that spark happiness and joy.

But what if your emails are more story-based? This is the case for a lot of non-profits or businesses involved in charity. For these, select stories that tug on the heartstrings of your readers and tell them how they can help people in similar situations. This allows them to feel like they are making a difference and encourages them to get involved.



5. Schedule Your Messages

The general consensus for email is that they shouldn’t be sent every single day. If you do, you might annoy your clients and drive them farther away rather than drawing you in.

Because of this, you and your team should decide how often you want to send your emails. Research has shown that Monday-Thursday mornings are the best times for people to receive emails because people are just arriving at work and checking on the communications they missed overnight.

Still, different tactics work best for different businesses, so you should always make sure you test for yourself.


Like This Email Marketing Guide?

Get Better Marketing Today!


Email marketing can be a great way to keep your clients engaged and increase your revenue.

Using this email marketing guide, you should be able to improve your chances of launching a successful email marketing campaign. You’ll be able to build your list, work with an email marketing software, define your target audience, compose a message, and schedule your messages with ease.

Need more marketing and growth help? Talk to our specialists today!


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