Digital MarketingSocial Media

5 Steps to Successful Email Marketing

How to develop an email marketing strategy in 5 easy steps.

Email marketing has always been a successful vehicle to drive sales and leads.

In recent years there’s been huge growth in social media spending, but savvy business leaders know that there has always been – and always will be – value in talking honestly, passionately and frequently to customers who are willing to open their inbox to clever and innovative email marketing.

Marketers who use segmented campaigns see as much as a 760% increase in revenue. There’s no doubt – if your business is going to succeed – email marketing is an essential in the Swiss Army Knife of digital marketing tools.

So I’m always really surprised how many of you don’t send emails at all and don’t even have a mailing list. You are massively missing a revenue generating trick.

Just like all things digital – you need a strategy otherwise you’ll end up being spammy and the ‘unsubscribe’ button can be clicked just as fast as the ‘unfollow’ button.

Below I’m going to set out how to get started:

Step One

You have to start somewhere. So sit down with your favourite notepad and ask yourself these questions – getting these answers down on paper is the first step:

  1. Who are you sending your emails to?
  2. What is the reason for sending your emails?
  3. What types of emails will you send?
  4. What do you want the emails to look like?
  5. How often will you send the emails?

Step Two

Choose your provider for your email marketing list. There are lots of different email providers from, it’s a big marketplace.
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They all have strengths and weaknesses. There are plenty of ‘free’ options too, although be sure you know what their limitations are. Is it really worth your time and effort to jump through some of the loopholes that often make these things free? ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀
I’ve used loads and so to take some of the leg work out of it – here’s my top four, in no particular order:

  1. Mailchimp⠀⠀⠀⠀⠀⠀⠀⠀⠀
  2. Moosend⠀⠀⠀⠀⠀⠀⠀⠀⠀
  3. SendGrid⠀⠀⠀⠀⠀⠀⠀⠀⠀
  4. Mailgun⠀⠀⠀⠀⠀⠀⠀⠀

Step Three

Design an eye-catching and on brand template – and test it, then test it some more.

People enjoy reading emails, but they also enjoy deleting them, so you need an attractive email that looks great and has an enticing subject line. Make sure your subject line relates closely to your content and ensure whatever you’re featuring in your email has an equally compelling and attractive landing page. There’s no point getting your reader excited about the latest widget, only to send them to the homepage where no widgets can be found.

Are you considering email marketing yet? If not – why not? Maybe Steps Four and Five will help persuade you.

Step Four

What do I give my audience completely free of charge:⠀⠀⠀⠀⠀⠀⠀⠀⠀

  1. A 15 minute spotlight call
  2. Monthly content prompts
  3. Oodles of tips and advice
  4. A free social media audit template – just subscribe to my newsletter. ⠀⠀⠀⠀

I always say to bring value to your audience – I like to practice what I preach – here’s bags of value without having to spend a single pound.
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What value do you offer your audience?

Step Five

What’s the purpose of your email? Email marketing should always have a purpose, and many email marketing programmes fail because the business goals are unclear.

Are you looking to get more value from existing subscribers? Are you wanting simply to update your subscribers with the latest news in your area? Are you selling or just sharing? Set these goals and ensure every email meets them – otherwise you are just spamming – less is more.

All those who are doing absolutely nothing – you are missing a HUGE opportunity. If you want to book a Start to Shimmer. call with me (just £150) we’ll set out your bespoke email marketing strategy step by step and power up your business and get your emails in front of your audience.

Keep shining!

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