A guide to email marketing


Email marketing is incredibly important for your business, no matter what sector you specialise in. It’s essential for building a bigger customer base, solidifying your brand and increasing sales – which is why you’ll want to get it right.

This beginner’s guide will take you through some of the email marketing basics you’ll need for a great campaign. 

Establish your goals

Before you even decide what you’re going to use to create the perfect email marketing campaign, you’ll need to establish what your goals are.

Ask yourself – What do I want to achieve from this campaign?

Some companies use email marketing to promote new products or special offers, whilst others use e-marketing to drive users to specific articles, in the hope of gaining revenue from adverts on their site. Of course, you might simply want to set up a monthly newsletter with links to your blog, competitions and general offers.

Whatever your reasons, make sure you know exactly where you’re going before you take the plunge.


Build your contact list

There are a couple of different ways you can build your email list, one that’s easy peasy and another that might take you a bit more time. Although taking the easy route is preferred, there’s no getting away from the tricky option if you want your business to succeed.

Step 1: This step is relatively easy, all you need to do is utilise the email addresses you already have stashed away. Import the contact details of any existing customers you plan to stay in touch with into your chosen marketing software or tool.

Depending on the type of software you use, you may be able to do through automatic synching or even Excel. Don’t forget about the contacts you already have, as this could save you from a lot of the hard work that comes with the second step.

Step 2: Start capturing new email address any way you can. There’s a lot of different ways you can do this and you should spend some time reading up on the most effective ways to get users to hand over their details.

Most of the time, you aren’t going to tempt anyone into giving up the goods unless you offer some kind of incentive. Popular options include new customer discounts, free postage or even exciting competitions. If users think they’re being offered a good deal when they sign up, they’re more likely to make repeat purchases.


Choose your campaign

Next, you should be thinking about what type of campaign you want to put out there. It’s important not to run too many different campaigns at once because users will quickly tire of the relentless emailing and unsubscribe.

There are a few basic campaigns you can choose from.

  • Newsletters – Regularly distributed email marketing that lets users know what you’re up to. It can also be used to highlight new products or competitions you might have on.
  • Marketing offer – This is a specific campaign that promotes special deals, offers and promotions that you currently have on. It could be a seasonal sale, a limited time discount or freebie when you shop online.
  • Events – Do you have a special event coming up? If so, an email marketing campaign is a great way to drum up interest for it. Invite current and new customers to take a sneak peak at your new products or let them know about an exclusive party.


Create it

If you’re not an html whizz, then you’ll probably want to use an email marketing tool to build a top-notch campaign. There are some great tools out there to help you make each email unique and even if you’re a total beginner, you’ll be churning out professional looking marketing materials in no time.

Keep your marketing short, sharp and to the point, people don’t spend a lot of time sifting through emails, so you’ll need to get to the point immediately if you want to capture their attention.

Try out a few different formats and monitor them to see which one gives you the best outcome. You might not get it right first time but eventually you’ll find the perfect formula for your email marketing campaign.