Email Marketing for Beginners: How to Get Started with Email Marketing

Summary

This video script offers a beginner's guide to email marketing, emphasizing its high ROI and importance for small businesses to build a subscriber list. It covers how to create a lead magnet to attract subscribers, the necessity of using email marketing software for segmentation and automation, and tips for crafting engaging emails. The script also advises on avoiding spam triggers, maintaining a clean subscriber list, and measuring campaign success, ultimately aiming to foster trust and drive sales.

Takeaways

• 💰 Email marketing is highly profitable, generating $42 for every $1 spent, making it an excellent tool for small businesses.
• 📋 Building an email list is crucial for email marketing success, and it should be done ethically without buying lists or spamming.
• 🎁 A lead magnet, or valuable free content, is an effective way to grow an email list by offering something in exchange for contact information.
• 📱 Social media followers are not as reliable as email subscribers because they are controlled by the platform, whereas email lists are owned by the business.
• 🔒 Email marketing helps build trust with consumers, overcoming the hesitation they might have when purchasing from an unfamiliar brand.
• 🛠 Email marketing software is essential for managing contacts, segmenting lists, and automating email campaigns.
• 📈 Segmentation allows for personalized email campaigns based on subscriber behavior and demographics, leading to higher engagement and sales.
• 📝 The content of emails should be value-driven initially, with sales pitches introduced later in the relationship with the subscriber.
• ⚠️ Avoiding spam triggers in email campaigns is vital to ensure emails reach the inbox and are not marked as spam.
• 🗂 Regularly cleaning up the email list to remove inactive or bouncing addresses helps maintain a high engagement rate and deliverability.
• 🔑 Effective subject lines are key to getting recipients to open emails, and the body of the email should be easy to read and engaging.
• 📊 Measuring the results of email campaigns and adjusting strategies based on analytics is crucial for optimizing performance and increasing profits.

Q & A

What is the return on investment for email marketing according to the video?

Email marketing generates $42 for every $1 spent, making it a highly effective tool for businesses.

Why is it important for small business owners to have an email list?

An email list allows business owners to connect with their audience directly without relying on third-party platforms like social media, which can be subject to changes or shutdowns.

What is a lead magnet and how is it used in email marketing?

A lead magnet is a piece of valuable content offered for free in exchange for a person's name and email address, which helps in building an email subscriber list.

How can a small business owner promote their lead magnet to attract subscribers?

Business owners can promote their lead magnets through lead generation campaigns on social media or via pay-per-click (PPC) campaigns on platforms like Google.

What is the significance of segmentation in email marketing?

Segmentation allows businesses to send targeted emails to specific groups of subscribers based on demographics or behaviors, leading to more personalized and effective communication.

Why should businesses avoid buying email lists or sending unsolicited emails?

Buying email lists or sending unsolicited emails can lead to low engagement, potential legal issues, and being flagged as spam by email providers, which can harm the business's reputation and effectiveness of email marketing.

What are automated emails and how do they save time for business owners?

Automated emails are pre-set email sequences that are automatically sent to subscribers based on specific triggers or schedules, reducing the manual effort required to send individual emails.

What are some examples of spam triggers that should be avoided in email marketing?

Examples of spam triggers include using all caps in subject lines, excessive punctuation, and certain trigger words like 'earn cash now', 'prize', or 'free trial'.

Why is it recommended to clean up your email list periodically?

Cleaning up the email list helps maintain a high engagement rate by removing inactive subscribers or bounced email addresses, which can otherwise trigger spam filters and reduce the effectiveness of email campaigns.

How can a business owner ensure their emails are easy to read and engaging?

Business owners should use short sentences, break up text with line spacing, and avoid jargon to make the body of their emails easy to read and engaging.

What is the importance of measuring the results of an email marketing campaign?

Measuring results allows business owners to understand what content resonates with their audience, optimize their strategies, and increase the profitability of their email marketing efforts.

Outlines

00:00

📧 Introduction to Email Marketing for Small Businesses

This paragraph introduces the concept of email marketing, emphasizing its high return on investment ($42 for every $1 spent) and its importance for small business owners to connect with their audience and convert subscribers into customers. It clarifies misconceptions about mass emailing and introduces the use of user-friendly programs for effective email marketing. The speaker, Brandi from Life Marketing, encourages viewers to subscribe and engage with the channel for weekly business growth tips. The paragraph also highlights the importance of owning your subscriber list as opposed to relying solely on social media platforms, which can be unpredictable and limit your access to followers.

05:02

🛍️ Building an Email Subscriber List with Lead Magnets

The second paragraph focuses on the strategy of building an email subscriber list using lead magnets, which are valuable pieces of content offered for free in exchange for contact information. The method is explained as a way to qualify subscribers and obtain their permission to send them emails. The paragraph advises against buying email lists or sending unsolicited emails, as this can lead to negative consequences with email providers. It suggests using social media and PPC campaigns to advertise the lead magnet to a targeted demographic. The importance of creating a relevant and valuable lead magnet that resonates with the target audience is also stressed, as it helps in both qualifying leads and establishing a positive initial interaction with the brand.

10:03

📝 Utilizing Email Marketing Software for Segmentation and Automation

This paragraph delves into the functionalities of email marketing software, which is essential for managing and organizing a business's contact list. It discusses the ability to segment contacts based on demographics and behaviors, allowing for targeted and personalized email campaigns. The software also facilitates the setup of automated emails, which can be triggered based on specific conditions or actions taken by the subscriber. The benefits of segmentation are highlighted, including increased revenue and efficiency. The paragraph provides an example of how to use segmentation in email campaigns and stresses the importance of creating value-driven content in early emails before introducing sales-focused content.

📈 Tips for Launching a Successful Email Marketing Campaign

The final paragraph offers six crucial tips for running an effective email marketing campaign. It starts with avoiding spam triggers to prevent emails from being flagged and sent to the spam folder. The paragraph advises cleaning up the email list regularly to maintain engagement rates and ensure deliverability. Effective subject lines that pique customer interest without appearing spammy are also emphasized. The body of the emails should be easy to read, with short sentences and paragraphs. The speaker recommends signing up for one's own and competitors' email lists to gain insights into customer experiences and competitor strategies. Lastly, measuring results and adjusting the campaign based on analytics is highlighted as a key step in optimizing email marketing efforts and increasing profits.

Keywords

💡Email Marketing

Email marketing is a direct marketing strategy that uses electronic mail as a way to communicate with potential or current customers. It is defined in the script as a type of direct marketing that uses personalized mass emails to educate and convince leads to take specific actions, such as making a purchase. The video emphasizes its importance for small business owners, as it allows for personalized communication with the audience and can significantly boost revenue.

💡Lead Magnet

A lead magnet is a piece of valuable content offered for free in exchange for a visitor's contact information, typically their name and email address. In the script, it's mentioned as a strategy to build an email subscriber list by offering something of value that the audience would care about, such as a free drink coupon for a restaurant owner or a PDF guide for a dog grooming business.

💡Segmentation

Segmentation in email marketing refers to the practice of dividing a larger group of contacts into smaller groups based on shared characteristics or behaviors. The script explains that segmentation allows for more targeted and personalized email campaigns, which can lead to increased engagement and better results. It's a way to send certain emails to certain people, based on their actions or demographics.

💡Automation

Automation in the context of email marketing refers to the process of setting up email sequences to be sent out automatically under specific conditions. The script mentions that automation helps in sending emails at the right time to the right people without manual intervention, which saves time and ensures consistency in communication.

💡ROI (Return on Investment)

Return on Investment (ROI) is a financial metric used to measure the benefit an investor receives in relation to the investment's cost. In the script, it is highlighted that email marketing generates $42 for every $1 spent, indicating a high ROI and emphasizing the profitability of email marketing as a strategy for small businesses.

💡Personalization

Personalization in email marketing means tailoring the content of emails to the specific needs, preferences, or behaviors of the recipient. The script suggests that personalized emails help in building trust with consumers and make them feel more connected to the brand, which is crucial for small businesses looking to establish credibility.

💡Spam Triggers

Spam triggers are elements in an email that may cause it to be flagged as spam by email providers. The script warns against using certain words, all caps in subject lines, or excessive punctuation, which can lead to emails being directed to the spam folder instead of the recipient's main inbox.

💡Engagement Rate

Engagement rate in email marketing is a measure of how many recipients interact with an email, typically through opens, clicks, or other actions. The script advises cleaning up the email list to maintain a high engagement rate, as low rates can trigger email providers to consider the emails as spam.

💡Subject Line

The subject line of an email is the first line of text that the recipient sees, which can determine whether they open the email or not. The script emphasizes the importance of creating effective subject lines that pique the customer's curiosity without appearing as clickbait, and that should speak to the receiver's goals and pain points.

💡Call to Action (CTA)

A call to action (CTA) is a statement designed to prompt a specific response, usually an act of purchasing or signing up for something. The script advises not to start with CTA-driven emails but to first provide value to the audience. Once the audience has shown interest through their actions, then it's appropriate to send them CTA-driven emails.

💡Opt-in

Opt-in refers to the act of a user consciously choosing to receive emails or other communications. The script explains that it's important for subscribers to opt-in to receive emails, which means they have given permission to be contacted. This is a best practice in email marketing and helps in building a positive initial interaction with the brand.

Highlights

Email marketing generates $42 for every $1 spent, making it a highly effective tool for small businesses.

Building an email list is essential for successful email marketing, starting with never having done it before.

Email marketing is defined as a type of direct marketing using personalized mass emails to persuade leads to take action.

Avoid common misconceptions about mass emailing by using user-friendly programs for email marketing.

Email marketing is important for owning your subscriber list and not being dependent on social media platforms.

Creating brand consumer trust is a significant advantage of email marketing, especially for small businesses.

Offering a lead magnet in exchange for contact information is an effective way to build an email subscriber list.

Lead generation campaigns on social media and PPC can be used to promote lead magnets and attract subscribers.

Never buy email lists or send unsolicited emails to avoid penalties and ineffective marketing.

Email marketing software is crucial for managing contacts, segmentation, and automated email campaigns.

Segmentation allows for personalized email campaigns based on subscriber actions and preferences.

Automated email sequences can be set up to respond to specific actions, like filling out a contact form.

Crafting value-driven emails initially establishes trust before introducing sales-focused content.

Six crucial tips for running profitable email campaigns are provided, including avoiding spam triggers.

Regularly clean up your email list to maintain high engagement rates and avoid spam filters.

Effective subject lines are key to getting recipients to open emails and engage with the content.

Make email content easy to read by using short sentences and proper spacing.

Signing up for your own and competitors' email lists can provide insights into effective email strategies.

Measuring results and adjusting your email marketing strategy based on performance is essential for improvement.

Transcripts

email marketing generates 42 dollars for

every one dollar spent making it a great

tool for small business owners to

connect with their audience and convert

their subscribers to customers so how do

you get started with email marketing how

do you build up an email list what are

the steps you take to go from never

having done this before to having a

successful email marketing strategy for

your business i'm answering all of those

questions and more in today's video

about email marketing for beginners

what's up everybody welcome back to the

channel i'm brandi with life marketing

the digital marketing agency with a

mission to help small businesses grow

super quick go ahead and like this video

for me subscribe to the channel and hit

that notification bell so that you don't

miss out on any of the videos that we

put out every week that help you grow

your business alright let's start out by

quickly defining what email marketing is

often monster said email marketing is a

type of direct marketing that uses

personalized mass emails to educate and

convince a lead to take a specific

action like making a purchase so you as

a business owner would have a list of

email addresses from your target

audience that you can send emails to and

we'll talk more about how you get a list

of email addresses in a minute but i

want to clarify something right out of

the gates because a lot of people hear

that definition about sending mass

emails and think that that means you're

logging into your gmail account and

sending emails one by one to all of your

customers or sending one giant email to

a list of 100 people with all of them

cc'd no that is not how you perform

email marketing there are super easy

user-friendly programs you will use to

conduct your email marketing that we'll

cover today i just wanted to clarify

that up front to take away some of the

stress people have about even

approaching email marketing it is not

that time-consuming or labor-intensive

when done right and i'm going to teach

you how to do it right in this video so

make sure to watch to the end all right

so now let's talk about why email

marketing is important slash still

relevant if you're on social media you

may have experienced the struggle a lot

of small business owners face and

growing their followers don't get me

wrong it can be done and we have several

videos on that but the downfall is that

ultimately your profile on social media

and your followers there are in the

hands of the social media platform if

the platform experiences issues and

isn't working for the day you don't have

access to your followers for that day

you don't have any way to contact them

and if the platform shuts down

permanently then you just lost all your

followers and potential customers email

marketing is important because your list

of subscribers is your list you own it

and it's not dependent on another

platform think of it this way if

instagram were to die today and you lost

all 40 000 of your followers would you

still feel pretty stable because you've

gotten the email addresses of the

majority of those followers or would you

be panicking like i just lost all my

potential business if the latter then

you need to stop putting all your eggs

in one basket and diversify how you

connect with your followers to do that i

would suggest email marketing no matter

if you're b2b or b2c either way now some

of you might be wondering why i would

suggest email marketing specifically

over other channels the biggest reason

was stated at the beginning of this

video email marketing generates forty

two dollars for every one dollar spent

so contrary to what a lot of people may

think email marketing is not dead it is

very much alive and profitable but in

addition to that it helps create

something a lot of small businesses

desperately need brand consumer trust

one of the biggest hesitations consumers

have in purchasing from a small business

is their lack of trust or familiarity

with the brand people are gonna have a

harder time giving you their payment

method to purchase something if they've

never heard of you or feel like they

don't know you and therefore aren't sure

if they can trust you email marketing

allows you to send what feels like

personalized emails directly to their

inbox to help bridge that gap and gain

their trust so that when they are making

a purchasing decision they think of you

fondly and not negatively or skeptically

alright so now you know what email

marketing is and why it's important

let's talk about how to get started with

email marketing the first thing you'll

need to do is learn how to build your

email subscriber list because you need

to have people who you're sending the

emails to right the best way to build

this list is to offer a free piece of

valuable content which is called a lead

magnet in exchange for their name and

email address so if you're a restaurant

owner you could offer a free drink

coupon in exchange for their name and

email if you run a dog grooming business

you could offer a pdf on how to best

manage your dog's hair in between grooms

for different breeds in exchange for

their name and email if you're in retail

and sell things like clothes or home

decor online you could offer a style

guide using your products etc point is

you want to offer something of value

something your audience would care about

and want enough to give you their name

and email for it and you can then

advertise this lead magnet on social

media with a lead generation campaign

something i show you how to do in this

video link will be in the description

or on google with a ppc campaign to show

the offer to a specific demographic of

people who would be interested in the

lead magnet your target audience will

see the ad offering the free lead magnet

they'll click on it and submit their

name and email address to get it this

method works well for two reasons one it

qualifies your email subscribers and two

it allows them to opt in to receive

emails from you meaning they are giving

you permission to email them you do not

under any circumstances want to buy

email lists or send emails to people who

have not given you permission to do so

not only does that fail to ever work in

generating purchases but it can also get

you in trouble with email providers and

either permanently land you in spam or

prevent you from sending emails at all

using the lead magnet method works

because your lead magnet should be

related to what your business offers so

if someone is interested in your lead

magnet you can safely assume they'd be

interested in what you sell as well so

it automatically qualifies the person as

a good lead and since they're opting

into your emails to receive something

they want it creates a positive first

impression and interaction with your

brand if you need a little help on how

to create a good lead magnet for your

business and promote it watch this

videos of sherman's next and it'll teach

you how to do exactly that now after

you've started collecting some email

addresses you'll want to store them in

an email marketing software so let's

talk about email marketing software's

how they help you and how to utilize

them first of all i want to say that

there are a lot of different email

marketing software's out there all the

way from free and rudimentary to paid

and more complicated so depending on

where you're at in your small business

journey you'll want to pick the one that

best suits your needs quran goes over

his top six recommended email service

providers in this video so i'm not going

to rehash all of that here you can check

out his video for that but i am going to

cover the basics and what an email

marketing software should do for you it

will house all of your contacts and

their information and allow you to group

them by demographics and or behaviors

this is important because instead of

just sending the same email blast to

every person you can send certain emails

to certain people this is what's called

segmentation or segmented emails and

we'll get more into this in a second

your email marketing software will also

allow you to set up automated emails in

advance meaning you are not manually

going in and sending an email every time

it needs to be sent instead you go in

one time to set up the emails you want

to be sent and your software will

automatically send them to the right

people at the right time based on the

conditions you've set now i know that's

a lot of information especially if

you've never dabbled in this before so

let's look at an example let's say

someone just filled out the contact form

on your website you can set up an email

sequence so that every time someone

fills out that form they automatically

receive a thank you for contacting us

email that lets them know a member of

your team will reach out to them shortly

now you wouldn't want the same email to

be sent to someone who just made a

purchase on your website right you'd

want someone who just purchased

something to receive a confirmation

email with a tracking number or if

someone submitted their email to you

through a lead magnet campaign on

facebook the first email they should

receive is an introductory email with

the lead magnet in it segmented emails

allow you to set all of this up

automatically this is why segmented

emails are so important they allow you

to send emails to people based on the

actions that they have taken so far and

this applies to all emails not just the

logistic emails like what i just

mentioned the real marketing magic

begins when you start setting up

conditions like if they didn't open

these first three emails send them this

one next because clearly they're not as

invested in my business just yet but if

they did open these three emails then

send them this one with a cta to

purchase because they seem like a warmer

lead marketers who use segmented

campaigns know as much as a 760 percent

increase in revenue and an email

marketing software is going to make

segmentation like that easy fast and

efficient so on that note let's talk

about what kind of emails to send to

your subscriber list my biggest tip to

you here is to always create emails with

the audience in mind you don't want to

come out with the sell sell sell emails

right out of the gates because that's a

quick way to get people to unsubscribe

from your emails like all content and

marketing you want your emails to be

value driven first and then later down

the pipeline after you've seen them take

certain actions that indicate that they

are interested and or a good fit for

your business then you can start sending

them cta driven emails asking for the

sale i think a lot of small business

owners get stumped here because we're

always seeing the big photo promotional

emails from brands and our inboxes right

and so small business owners start to do

the same but the difference is what i

mentioned earlier people don't know who

you are yet they need to be wooed they

need to have a few positive brand

interactions with you first where

they're receiving value from you for

free before they can feel confident

purchasing from you so when drafting

your emails keep that in mind brainstorm

how you can give them free value in the

first emails before hitting them with

the sales content now before we wrap up

i do want to leave you with six tips

that are extremely crucial to keep in

mind when launching your email marketing

campaign but first here is a quick

message on our new life program hello we

just helped a small business make over

1.5 million dollars through facebook

advertising after managing millions of

dollars of ad spent for thousands of

small businesses and creating thousands

of social posts to help businesses

connect with their customers we know how

to get results and we want to help small

businesses get results too so we've

decided to give away our knowledge

learning experiences resources tools and

feedback to help you achieve results for

your digital marketing efforts if you

want to learn the blueprint for success

the best practices from some of the

fastest growing companies in the world

get access to all the tools you'll need

and get live expert guidance from yours

truly stop what you're doing and sign up

for our coaching program today all right

six tips to help you run the most

profitable email campaign possible

number one avoid spam triggers a big

ongoing obstacle you're going to want to

avoid in your email campaign is landing

in someone's spam inbox because nobody

will ever see your emails if they're

going to spam so what are spam triggers

there are things in your email that

raise a red flag to email providers that

cause them to be directed to the spam

inbox instead of the regular inbox the

email software you choose will probably

have some material on this for you to

look at like a list of common spam

triggers to avoid and you can often run

what's called a spam test through your

email software which i would also

recommend but some common spam triggers

across the board include having a

subject line that is in all caps or

includes a lot of punctuation like this

there are also a lot of spam trigger

words that email providers pick up on

and filter to spam like earn cash now or

the word prize or free trial etc so just

do your research there it can literally

be as minimal as a quick google search

to see a list of the words you should

avoid using in your emails tip number

two is to clean up your list every six

to twelve months what does that mean

well over time as your email list builds

you may get some people who don't

unsubscribe but don't necessarily open

your emails either or maybe you've

gotten a few email addresses that are

bouncing meaning the emails can't be

delivered all of this registers as a low

email engagement rate to email providers

and having a low delivery rate is

another spam trigger so just make sure

you're going through your contact list

every so often to make sure it only

consists of people who are actively

opening your emails tip number three is

to use effective subject lines i always

say that the rest of your email won't

matter if the subject line doesn't get

them to open your email to begin with so

you want to write a subject line that

peaks your customer's curiosity but does

so without getting flagged a spammy

click bait you want it to speak to the

receiver's goals and pain points to get

their attention and give them an

exciting idea of what to expect if they

open the email now i feel like i could

make a whole other entire video on how

to construct an effective email subject

line because there's so much that can go

into that so comment below and let me

know if that's something you'd like to

see from me but for this video i'm gonna

leave it at that tip number four is to

make the body of your emails easy to

read nobody is gonna sit there and read

a clunky long paragraph i would suggest

entering down after every one to two

sentences and to keep your sentences

short and simple this keeps the spacing

nice and the text consumable if they

open your email and see one big

paragraph or words they don't understand

their brain is going to go ugh i do not

want to read that and they're going to

click out so don't do that tip number

five is to sign up for your own email

list and for your competitors either use

your personal email or create a new

email just for this test to sign up for

your business's emails as well as your

competitors this will a put you in your

customers shoes to see what they receive

from your business when they fill out

your contact form and b it will show you

what your competitors are sending to

your shared target audience to learn

from what they're doing well and what

they're doing poorly take this

information and use it to your advantage

when writing out your emails and lastly

tip number six is to measure your

results and adjust accordingly most

email softwares will allow you to set up

goals that you can track including how

many people open your emails subscribe

or unsubscribe click the link in your

emails and convert from them you want to

measure this the same way you would for

any marketing channel because it will

show you what your audience is

responding well to and what they're not

so you can optimize accordingly this

will allow you to make more of what's

working and ultimately increase your

profits all right you guys that wraps up

my email marketing for beginners video i

hope this was helpful please give this

video a thumbs up if it was and don't

forget to subscribe and hit the

notification bell before you head off to

watch the other videos i mentioned and i

will see you in the next episode