Why email marketing?
When you set up an email newsletter, you’re offering your audience a way to subscribe to get emails from you that contain informal news or broadcasts that you send out.
This is usually in addition to the content you already have on your website.
Now, you might be wondering: “What’s the point of offering a newsletter subscription to my audience?”
Getting started with email marketing
You’ve done lots of hard work to get people to your site, and even to get them to sign up to your email list.
But what do you do now?
Email marketing is the single most powerful channel to reach your audience, and it can be used to achieve a number of different objectives, so it’s worth spending some time thinking about what you want to achieve with it before jumping in.
Getting into someone’s inbox is like being invited to their home for dinner. If they ask you to take your shoes off, you respectfully do so. It’s the same with email marketing, so before we begin I’d simply like to remind you to be on your best behaviour at all times and remember…you’re in their house.
So, how do you ensure you’re following the etiquette?
In comes the Email Management System, which allows you to:
- Manage the contact details of people who sign up to your lists;
- Send professional and beautiful emails to the people on your list;
- Keep track of who reads and responds to your emails;
- Segment your list based on what you know about them.
But perhaps most importantly an email management system keeps your subscribers squarely in control of what they receive.
If your offer of ‘two for one’ on winter mittens isn’t relevant to them anymore because they’ve moved to the Bahamas, no sweat. They can hit unsubscribe. And that’s a good thing!
The ABSOLUTE worst thing you can do to undermine a relationship is to send emails to your list with no way for them to unsubscribe. At best you’ll alienate the people you are emailing. At worst you could actually be fined, as most governments have some form of law against unsolicited email.
It’s a good question and, the short answer is the email list.
There is a myriad of email management systems out there, but the one we use and recommend is MailChimp.
MailChimp is a simple, dynamic, easy to use Email Management Software (EMS). Anyone can use MailChimp.
For ourselves and most of our clients’ simplicity really is key.
Because a simple system used well is always going to be more effective than a complex (and expensive) system used poorly.
That’s why we use MailChimp. It does what we need. And we just love their brand and ethos. It feels good to work with brands that go out of their way to make you