- When beginning email marketing
understanding the individual elements of
what makes up an email strategy is really important.
Let's go over these key elements.
The first element to know and to understand is your target.
This is the person that you wish
to directly market to with your email campaign.
In order for this person to begin receiving your emails
they will need to become a subscriber.
And a subscriber is just that.
It is someone who has opted in
to receive your email communications.
This can be through a web form on your website,
manually from a trade show signup list,
or perhaps they've bought a product from you in the past.
All of these subscribers form what's known as your list.
Your list will be stored and kept
in your email marketing service.
Let me show you how this looks in MailChimp.
Another key element with email marketing is segmentation.
This simply means that you're able to categorize
different subscribers into different lists,
groups, or subgroups.
For example, you might segment your list
by creating a group of just customers.
You might also segment by location,
products they purchased, or even have a group of prospects
that have not yet bought anything.
In this MailChimp example we can create
a new segment based off of those qualifications.
With this drop down here are some
subscriber data that I can segment by.
Once complete I can save the segment and market directly
to all the subscribers in the segment.
An email service provider who does
a great job of segmentation is Klaviyo.
If you integrate Shopify they'll
automatically segment your list into customers
who've purchased in the last 30 days
as well as those who have bought over $100.
Another critical element is your open rate.
You will find that on your analytics dashboard.
This will be one of the main metrics you look at
when determining the success of your email campaigns.
Simply put, your open rate is
how many people opened your email.
You will also be able to look at the click-through rate.
That's how many people clicked on the link
that you included in your email.
In this example the clicked number is zero
because this is a fictitious brand.
But this is where you will see the number of times
people have clicked on your links in your email.
One thing to note when talking about email campaigns
is that they can be only one email
or can have multiple emails that make up one campaign.
When we talk about email campaigns with multiple emails
they're often labeled as a flow
or an automation email series.
A good example of this is a welcome flow.
Many businesses have these in place
so that after a person subscribes to the list
they're automatically entered
into a welcome email series or flow they have pre set up.
In this example here you can see that MailChimp
has a welcome new subscribers automation flow.
It would be something like this.
Email number one would say something like
thanks for joining.
Email number two would be more of a general followup
with a subject like commonly asked questions.
And email number three, this could be the final email
before you enter them into your general newsletter mailings
and I might ask if they have any questions.
As you begin to set up your own email campaigns,
you'll see that getting started can be easy.
Go through each element discussed
as you set up your own email campaign,
and begin testing the various elements
to see which works best with your intended audience.