Monitor’s guide to email marketing

When developing your marketing strategy, we know there are endless possibilities, and it can be overwhelming to select which strategies are best for your business. Whatever you pick, you want to ensure you’re doing it the best you can. The power of email marketing is significant, with 87% of brands saying that email marketing is critical to business success. We have put together a simple guide on how to get started…

Start with the basics

To begin, there are five starting points you need to look at.

1. What is your content going to be? A newsletter, or perhaps a blog. Whatever that may be, it needs to be engaging, and offer value to your audience. This could be through an offer or promotion. The design also needs to be captivating and easy to read. Design is our specialty – check out some of our work here.
2. Who are you going to send it to? Build an email list, and make sure those on it have opted in to receive emails from you.
3. Where are you going to promote your sign-up? On your website or social media? Make sure to add a clear call to action.
4. When are you sending it out? Make sure to create a schedule for your content to stay organised and on top of what you are sending out.
5. How are you going to be sending it out? – Different platforms can focus on different goals such as segmentation or automation.

Here at Monitor, we can help produce and develop a marketing strategy for your business including email marketing, and provide a platform to help you every step of the way.

Getting Personal

Once you have completed the basics, it’s time to start looking at the specifics. Creating goals you want to achieve from your campaign will help to know how to target your audience. To reach the audience you are looking for, targeting and personalisation is key.

Segmenting your audience: Divide your email list into small segments based on demographics, interests, or past interactions with your brand. This allows you to send more targeted and relevant content to each group.

Research shows that 71 percent of consumers expect companies to deliver personalised interaction. And 76 percent get frustrated when this doesn’t happened.

Information is paramount

Once you have your email marketing campaigns up and running it’s time to look at the stats. There are a few different things that will be important to note the effectiveness of the campaigns. Use this data to identify areas for improvement and refine your strategy over time.

• Open rates
• Click-through rates
• Conversion rates
• Unsubscribe rates

Ways in which you can begin to improve campaigns are through A/B testing. Seeing which emails have performed the best and had more click-throughs.

So, there is our marketer’s guide to email marketing. We know that producing and developing an email marketing campaign can take a lot of time and effort, so if this is something that interests you then look no further. At Monitor, we can take all the hard work away and provide you with results. Make sure to fill out an enquiry form here or give us an email at hello@monitorcreative.co.uk.