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Have you ever wondered why and how to get started with Email Marketing? It’s simple. That’s because email marketing works, indeed.

It is still a much more effective method of acquiring new customers than social media.

Not only is the speed at which emails invite purchases estimated to be at least three times faster than social media, but the average order value is also up 17%.

Make no mistake, social media is increasingly important in the digital marketing mix, an absolute “must-have” way to actively engage customers with PR signals.

Never forget the “simple” e-mail and its more direct approach. With email marketing (b to b newsletter), you are able to run email campaigns where responses can be viewed in real-time.

This is where your marketing ROI (Return On Investment) is easy to measure. Now the question comes of how to get started with Email Marketing?

There are a few important points to remember when defining your strategy, quality and quantity.

So let’s start with it step by step.

Know Your Customer

The Basic Law of Commerce:

• Who is your customer?

• What are the reasons to be interested in your products or services?

• What motivates them?

Your email content must be relevant and it must contain a real added value for your customer.

Your email may be opened by the recipient (if you’re lucky), but they’re very unlikely to deliver or make a purchase.

Put yourself in your customers’ shoes – think about the email you received that you like and dislike.

Ask yourself why this is and use this knowledge to guide your own Email Marketing strategies.

Customer Data Target your newsletter content to your customer database. For that, you need big data and the ability to interpret it.

A poorly targeted message will most often be ignored.

It can also offend, and possibly generate aggression and/or negative publicity, possibly through social media channels, where it is easy to do so now.

Buying good quality data is difficult, so you will have to think about how to generate good quality data that is relevant to your business.

Such as inviting customers to sign up for a (B to B) newsletter on your website, for example, with the promise of real benefits for doing so.

There are good lists of data there – you just need to be very careful when buying.

Email Campaign Testing

To build a relationship, you need to be seen as reliable and trustworthy. So send your emails regularly – but not massively.

Make sure the design, style and tone of voice collectively reflect your branding values. Check that the links in the email work, and that they point where they are intended to point.

Creating “landing” pages (newsletter creation) that are relevant to the message in the email can also make a big difference – not having a special offer.

For example, a link to your newsletter page. home where the offer is not visible.

Test everything before hitting send. It makes your business look unprofessional if there are errors in your communications.

Like all marketing initiatives, delivery makes a difference to efficiency.

The Responsiveness of Email Campaigns

Another key part of email marketing is making it quickly visible – i.e. it will fit the size/layout to optimally fill the screen on any device it is being viewed.

Cause of the easy presence of tablets and mobile devices being used to access the internet, social media and email accounts.

The ability to view communications on them properly is becoming more and more essential and used to.

Measure and Analyze Email Campaigns

The power of email marketing is that you can assess its effectiveness in real-time. You’ll know exactly how many emails are opened, clicked, unsubscribed and so on.

You may outsource these services too like from Deliveready LLP or you may then customize follow-up emails or offers accordingly, with A/B testing.

In such testing, two different styles or messages are sent, and you will be able to gauge which route appears to be more effective.

Analyze your results and apply any ideas you discover. Not only will your email marketing campaigns become more effective and marketing ROI improve, but your customers will also benefit.

They will receive emails that are increasingly useful, interesting and beneficial.

This naturally leads to increased sales opportunities, improved brand loyalty, and increasingly active customer engagement.