Welcome to my Definitive Guide to Technical Email Marketing. In this article, I'll go over all of the principles and subjects you should be familiar with before starting into the world of email marketing.

I will cover the following topics

1- Email Marketing overview:

  • What is Email Marketing?
  • Is Email Marketing Still important ?
  • Types of Email marketing.
  • The Email Marketing System Structure.

  2- Creating Email lists:  

  • What is the lead magnets?
  • What are the optin - forms?
  • Landing pages?

  3- Launch your email campaign

  •  What is your campaign goal?
  • Email Templates ?

  4-Metrics and KPIs

  • Open rate
  • Click-through rate
  • Click-to-open rate
  • Conversion

1- Email Marketing overview:

    What is email marketing?

    Email marketing is one type of digital marketing.Where the marketer collects people's emails using one  methods of collection, Then he sends e-mail messages to these people to build relationships with them and try to identify their tendencies in preparation for building mailing lists and then send promotional messages for his products and services.

    Benefits of Email Marketing

    As a marketing tool Email marketing has many benefits compared to other marketing tool. The main advantage of email marketing is price, Where you can reach a large number of existing customers as well as target customers at low costs of up to $ 10 per 100k emails. Despite its low cost, it is an effective way to increase revenues.

    also email marketing can help build and establish relationships, and drive traffic to your site. By having highly personalized and targeted emails as part of the email marketing strategy, and bonds will be formed with the audience.

    In addition to all these benefits, email marketing is one of the easiest digital marketing methods. Today, We have a lot of email marketing services like MailChimp,Aweber, GetResponse, and other companies where they make everything easy for you when you want to manage your email marketing campaigns, Email Lists, and everything else.

    Is Email Marketing Still important ?

    In short, yes

    Worldwide, the number of email users is estimated to be at 4.1 Billion users by the end of 2021— yes, that's billion with a "B." Email marketing can feel like it's a waste of time because of your own experiences, e.g., sifting, archiving, swiping left, marking as spam, etc. but you are wrong, 95% of Internet users today use email, while only 65% use social media. In fact, when compared to other marketing tactics, email marketing has the highest ROI. Email marketing generates $44 in revenue for every $1 spent, so ignoring it will cost your company a lot of money. A well-thought-out email marketing strategy can assist your company in achieving these results.

    When you design your lists duly , you may target a specific audience based on region, demographics, interests, or simply those who enjoy your content.Email gives greater data and analytics, including click-through rates, open rates, bounce rates, and conversion rates.  

    Create content that is relevant to your subscribers' interests, shopping actions, and other relevant factors instead of sending generic email blasts. Examine the products they've looked at, the blog entries they've read, and the items they've bought and added to their carts and wishlists to learn more about their preferences.

    Because of these we can say clearly email marketing still important.

       Types of Email Marketing:


    Marketers have been attempting to figure out the most effective and unique way to get into their customers' inboxes and get them to connect with their email marketing plan.

    Different methods of email marketing have been invented to attain this goal. Digital marketers will be continuously on the lookout for and experimenting with new ways to create relationships and increase income. Let's look at some of the many sorts of email marketing, as well as how and when utilize them.

     

      1-Welcome Emails

    Did you know that 96% of visitors to your website aren't ready to make a purchase right now? Every marketing team's goal is to convert this amount of potential leads into qualified, hot leads, and nurturing these leads is crucial. Welcome emails are an excellent method to present the brand and the company in a friendly, non-salesy manner. It's a chance to make a good first impression because Welcome emails have higher open rates and click-through rates than standard marketing emails. This can be a good way to kickstart your email marketing metrics for the better. 

     2-Email Newsletters

    Many brands and organizations will send out email newsletters in order to stay top of mind with their customers. They can serve as a basis for an email marketing campaign by providing information about the company, announcing new goods, and adding a personal touch. Newsletters may also help retain customers , and tracking metrics like click-through rates can help you build the rest of your email marketing strategy. Existing contacts will be more likely to consider your company to meet their demands if you nurture them. 

    3-Transactional Emails

    This sort of email marketing is effectively triggered by the customer's activities.They'll get a receipt email or an order confirmation if they make a purchase on the internet,These both have high click-through rates because they assist in completing the action; nevertheless, some consumers may be put off by the fact that they must take another action.

    4-Behavioural Emails

    As the name implies These emails are targeted letters depending on the user's behavior, and personalization is critical with this sort of email. These emails can be modified to be as relevant as possible by creating buyer profiles and getting to know your consumers. Recommendations, review  requests, re-orders, and even the expiration of a free trial can all be customized to the customer's preferences.

     5-Re-Engagement Emails

    If your analytics suggest that a percentage of your subscribed client list has been dormant for some time, it may be time to send a re-engagement email to re-establish contact and goodwill. Asking for feedback is a great method to reintroduce your company to their minds, and if they reply, it's a win-win situation: they're more aware of your company, and you've got new information to work with to improve processes and marketing tactics. Even if they do unsubscribe, there is a silver lining: your email engagement rates will improve overall, and your email reputation with internet service providers will improve (ISPs).

    The Email Marketing System Structure:

    To make email marketing more clear. let’s say that. if you want to work with email marketing you have to understand the email marketing system architecture.

    Mainly any Email marketing system consists of two parts:

    1-The sender (SMTP service) this is the technical part. It allows you to send emails over the internet.
    2- The Management Application allows you to configure and manage your Email Lists, Marketing Campaigns, observe and analyze outcomes, and manage your sending servers, among other things.

     So we link both together to create an email marketing system.


    Now We have two choices:

         1- We can deal with an email marketing company like MailChimp, Aweber, GetResponse, or other companies that provide both aspects in one platform.

     2-   Alternatively, you can create your own Email Marketing System by constructing or subscribing to a Sending Service (SMTP) such as AWS SES, Mailgun, Mandrill, etc. And Installing an Email Marketing Application Like Mailwizz, Mailster, Mamura, Interspire, or other applications. Then you connect both and have your own system.

      2- Creating Email lists

      Email list building is one of the main ongoing tasks of an email marketer.
      what is list building ?
       List Building is the process of gathering emails and organizing them into orderly Lists.
      You may grow an email list in a variety of ways. Let's look at the key strategies and methods for acquiring a high-quality list.

      What is a Lead Magnet?


      Simply , a lead magnet is anything you give away for free in exchange for your visitor’s email address. It might be anything like a free book or a free course or software. However, if you want to establish a focused email list, it's best if the lead magnet relevant to your service and people's interests. It's also critical to provide a high-quality lead magnet so that people will trust you and be interested in purchasing your premium paid services later when you promote them via email. This was the most popular way, Lets now discuss some more details and other methods to build and grow your email lists and go somehow practically.

       

      1- Subscription Newsletter(optin forms )

      It is the common strategy of collecting emails. you may notice that most website you visit have a box somewhere on the page asking you to subscribe to the newsletter and get updates if you would like.
      There are different kinds of optin forms you can use. The difference between them is usually about how or when they appear in front of your visitor’s eyes.
      The most popular types of web forms include:

      • Embedded/Inline web forms
      • Popups and lightboxes
      • Exit intent forms
      • Scroll forms
      • Fixed bars
      • Welcome mats
      • Click forms

      How to add subscription forms?

       It is super simple today because almost everybody is using WordPress, Blogger, Joomla, or even an already made website that includes such types of forms by default. 

      What you need to do is simply to connect these forms with your Email marketing systems like MailChimp, Aweber, or your own Application like mailwizz or Mailster. 

       

      2- Landing pages


      The majority of websites and homepages have many goals to achieve. They're designed to convey information to all types of visitors who come to the page, and as a result, they're frequently cluttered. They're also not built to properly convert email subscribers. Marketers create dedicated landing pages for this reason.
      While landing pages can have a variety of purposes, squeeze pages are designed primarily for the purpose of collecting email addresses. Squeeze pages are used to acquire email addresses from visitors. They provide just enough information to persuade users to complete the form while still keeping them focused on that one particular purpose.

      That’s why most squeeze pages contain only the following elements (sometimes even fewer):

      • A headline that makes a promise and captures attention
      • A subheading that builds upon the promise
      • Key benefits of the offer and the lead magnet
      • The signup form
      • Additional elements increasing the conversion rate like social proof or trust symbols
      Because of this limited content they’re much simpler than your normal website homepage. And that’s exactly why they’re so effective. 

      3- Inject your newsletter on social media, forum’s profile, and email signatures.


      If you have a following on Twitter, LinkedIn, a fan base on Facebook, Pinterest, Quora, or whatever Social network or Discussion forums, Try to inject your Newsletter in these places to get new subscribers.

      4-Social media lead ads (paid)

      You can use social media Ads to run a campaign like facebook ads, google lead Form Extensions and the other platforms,Every platform has its own name . and set the target to collect leads, so then people will be able to sign up directly from within social media . Then you can export the email list to your email marketing application from social media.

      There are a lot of other tips and strategies that you can follow in building email lists, but this was a highlight on the top known strategies that marketers use.

        3-How to launch your email campaign:

        So, now that we have a better understanding of how email marketing works and how it may benefit a business, where do we begin? The desired audience will set a series of clear goals for a successful email marketing campaign. Let's go over the many actions you'll need to do to get started with email marketing.

         1 – Establish your goals

        The first step is to decide what you want to achieve with your email marketing. The key to determining your objectives is to try to link them with the larger marketing objectives. Do you want more people to sign up? Are you on the lookout for some hot leads? Alternatively, you may be looking for more people to attend your event or give to your cause.

        Because email marketing is the most effective way to contact your audience, and the results can be nearly instantaneous, deciding what you want to achieve before you start your campaign is critical. It will be lot easier for you to decide what to send and to whom you should send it, providing you more focus and opportunities to meet your marketing objectives.

        2 – Define your email marketing strategy

        Next, you’ll want to consider the email marketing strategy that you use. These vary hugely, so choosing the right one is really important. Do you go for a weekly newsletter? Do you send out new product announcements? What about sharing blog posts that could be relevant? Think about which strategy will be best for your audience.

        It could also be worth considering having separate lists that people can sign up to – so if a customer doesn’t want to sign up for a newsletter but wants to know about new products, they have that option. Try not to pitch right away, if you’re looking for conversions. It could end up putting people off and unsubscribing, which is not what you want!

        3- Design your email template 

         Don't worry, you don't need to be a designer or a copywriter to build effective email campaigns. The most crucial aspect is to keep your target audience and advertising objective in mind at all times. Email template means the general appearance of your email that you will send, so If you’re using an email marketing tool like GetResponse or any one other. These tools make this process easier for you and also provide ready-made templates that you can use if you do not want to waste your time on design.

        This template depends on the objective of the marketing campaign. Which means that you should follow the principles of email design

        4-Make a schedule

        This is something that many marketers ignore, yet it can help you develop trust with your audience. People will trust you if you have a sending schedule that they are familiar with. For example, if you send out your email on the first of every month, it will be expected. It's also crucial to stick to the program.

        You can also generate excitement and interest by announcing a new product on sale and deviating from your usual routine. People will be surprised, and if your material is compelling enough, the excitement will be palpable, leading to more conversions.

        5 – Track your results

        Some people might think that email marketing ends when the message is sent. They are completely incorrect! Keeping track of the metrics as they come in, such as open rate, click-through rate, and even unsubscribe rate, will provide you a clear picture of what is and isn't working. Examine your email reports to discover who is opening the emails, clicking through, and engaging with them. This can also help you understand the anatomy of a good marketing email by indicating who you might need to target in order to acquire these critical KPIs.

          4-Metrics and KPIs

          There are numerous metrics that are worthwhile to monitor. The key is to connect them to your business objectives and create the KPIs that will aid you in making better decisions. The most crucial metrics to monitor when operating email marketing campaigns are listed below.
          Keep in mind that you'll need to look at multiple email marketing KPIs at the same time to get a complete picture. Otherwise, you may be overlooking an important element of the puzzle that is preventing you from achieving a high return on investment.

          One of the KPIs you should pay attention to is the amount of email addresses in your list. You can be confident that your email list will translate into business outcomes if you grow it organically with your target audience. The greater the number of items on the list, the greater the total number of outcomes.

          1- Open rate 


          The number of subscribers who opened your email as a percentage of the total number of subscribers. Keep in mind that only HTML messages can be used to compute opens because they require a tracking pixel.
          There are numerous advantages to tracking email open rates. It can provide you a rapid summary of your email deliverability or the quality of your email list, for example.
          As you run your email campaigns, you want to be sure that your open rate is higher than the industry average and does not drop.
          The from name, subject line, and preheader content are the three key factors that influence open rates. Your email marketing campaign's deliverability and timeliness, of course, play a part.

          2- Click-through rate 


          The percentage of total clicks on any particular link in your email. It's calculated by dividing the total number of clicks on link by the total number of emails sent.This is a useful statistic, and it's the closest you'll get to the exact conversion. Marketers all over the world want to make sure their click-through rate (CTR) is high, since if it isn't, it means their content isn't interesting. you can increase your CTRs by many ways like Making your calls to action more prominent, placing them in the above the fold, or using engaging content formats and also more ideas you can use to increase your CTRs.

          3- Click-to-open rate

          The amount of unique clicks and unique openings may be compared to get a better understanding of how engaged your email marketing efforts are.
          A high click-to-open rate (CTOR) could suggest that subscribers are interested in the content of your emails or that you've kept your promise in the subject line.
          A low CTOR indicates the exact opposite. It's possible that your subject line was deceptive, or that your email message didn't persuade them to visit your website.

          4- Conversion

          A valuable action such as going to a landing page after clicking a CTA button, going to a thank you page after purchasing a product, and so on.
          Conversion rate, which is sometimes represented as a percentage, provides a precise indication of whether or not your email campaign was successful.