- Sue Monhait - http://giftbizunwrapped.com -

How to Get Started with Email Marketing

How to Get Started with Email Marketing

Email marketing is one of the best ways to stay top-of-mind with your past, current and potential customers. And refreshingly, it doesn’t rely on algorithms or social media. It’s your direct path to others’ inboxes, which people are still accessing multiple times a day. (Raising my hand here!)

But beginning an email marketing program for your business can be intimidating when you don’t know where to start.

How do you collect email addresses?
Which service should you use to send emails?
What do you even talk about … and how often?

So many questions!

It’s one of those parts of business that you may be putting off because of the overwhelm. You know you should have an email strategy but it feels like way too much to tackle. So it gets pushed to another time again and again.

The best thing to do when you feel this way is just get started, keeping in mind that done is better than perfect.

Have a quality email provider

There are a wide range of email marketing service providers available and some are better than others. Many gifters, bakers, crafters and makers start with MailChimp or Constant Contact, both offer free services with some limitations.

Other more advanced options include ActiveCampaign, Drip, ConvertKit, AWeber and others. I recommend doing the research to find a provider that serves your needs – now and in the future. Some questions to ask as you do your research include:

Of course, I also recommend you talk to businesses similar to yours to see what they use and love. You may not know if your initial choice will work for you until after you’ve tried it out. Look for a service that offers a 30-day free trial. If you don’t see that option on their website, get in touch with them and ask!

Develop a strategy for attracting new subscribers

If you’re investing in an email service, you’ll want to attract new subscribers regularly so your list of prospects grows. That means you need a proactive way to collect email addresses from people who are interested in your products.

An easy way to collect email addresses is to require one when customers check out. Depending on where your online shop is hosted, this may or may not be possible. For example, Etsy requires an email address upon ordering, but the shop owner doesn’t have access to that address (based on their service terms) to use directly.

Instead, you’ll need to find your own avenue for attracting customers and prospects and encouraging them to give you their email address. Here are a few ways to do that.

Create an email strategy

You have your email service, you’ve started attracting new subscribers to your list. Now it’s time to create a strategy that not only keeps them on your list but that also encourages them to buy.

Do some added research

Email marketing is an important part of your overall marketing and visibility strategy, but it’s not meant to be strictly a sales engine. I encourage you to listen to some episodes of Gift Biz Unwrapped that specifically focus on email marketing.

The most important thing to remember about email marketing? To get started and keep at it, no matter how big or small your list is. The more consistently you show up and the more value you offer in each email, the more likely your subscribers will be to keep opening those emails and buy from you!

5 Rookie Mistakes [4]

About the author, Sue

With over 30 years of business development and marketing experience, I've been fortunate to work with hundreds of companies of all sizes. Their needs range from start-up guidelines to advanced business building strategies. As current founder and owner of The Ribbon Print Company, we continue to recognize the need for these services ... not just for our customers but for the gifting industry as a whole. That's where the inspiration began for the Gift Biz Unwrapped Podcast and Blog.