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If you believe that digital marketing only involves using basic, and generic mediums such as search engines, blogs, social media networks and other popularly used sources, you could not be more wrong. Utilizing all such tools is only skimming the surface of the vast field of digital marketing services. It is much more complex than you think and can be approached from various angles with numerous, underrated resources. Today we take a look at an unexpected method of digital marketing; Email Marketing. After this blog post, you will be able to recognize the importance of email marketing and how it can be used to promote a business effectively. So let’s get started:

Why should I go for email marketing?

Email Marketing can be great asset to optimize your online presence and here’s why:

  1. By creating an email list of potential or current customers, you can send updates about any new services or offers in order to get instant reviews or responses, which will help minimize the risk of invention
  2. Email Marketing is known to have a high conversion rate and some of the most popular influencers have vouched for its reliability
  3. It allows you to grow your list and monetize it by pitching products, offers and services
  4. Extremely useful for e-commerce
  5. Helps you generate a hefty amount of revenue
  6. Email Marketing targets the inbox of the audience unlike social media networking sites which filter out the content in accordance with the user’s preference. The absence of a filter in this situation does play a role in creating a direct communication link between you and the consumers
  7. Direct Visibility can be observed in Email Marketing as compared to other digital marketing techniques where the elements of selectivity might not work in your favor

Create a MailChimp Account:

Now that we have established the significance of Email Marketing, it is time to start using it for your own benefit.

In order to develop your own email list with a list of targeted audience, you need to use an email service provider to ensure the efficiency of email marketing. It might be a good idea to go for a useful email service provider that is also free, such as ‘MailChimp’. Here is how you can set up your ‘MailChimp’ account:

  1. Search for MailChimp using Google
  2. Sign up with either your business account or your personal account (if only you have the access)
  3. Once you have logged in, Head over to ‘Lists’ and click on ‘Create List’, this option enables you to send your email to numerous audiences at the same time
  4. Here you need to input some information in the List details, such as:
  • The name of your list; you can use your domain name or newsletter here
  • The email ID you want people to see when they get your email; use one accessible to you as you will need to verify it
  • The contact name you would like to attach with your email
  • Add a reminder for users to see; write a description explaining how they signed up for your email, e.g. You are receiving this email because you opted for it through our website
  • Insert Your company/organization’s information
  • Address; complete address is not necessary, just give them a street address and that should be enough
  • City, Country and Phone Number
  • After inserting all the details and double checking, click save
  1. Verify your email address before moving on to the next step;
  • You will receive the verification code on the email you inserted in the step above.
  • You can either check the email address directly or check your hosting channel to see if you have received it.
  • Click on ‘Verify Domain Access’
  • Enter the Code on the Mailchimp Account
  • A message will pop-up showing the confirmation message
  • Come back to the ‘Lists’ page
  1. It is time for you to start importing contacts:
  • Click on ‘stats’ of the list you would like to use for importing contacts.
  • Click on ‘Import’
  • You will be directed to a page where you can choose the location for importing emails
  • Depending upon the type of file that you have saved your email list in, click on the option
  • If we take the example of CSV files here; after selecting the option, you can browse for the desired files from your computer
  • The Copy pasted option; you can just copy the mentioned details from the source files and paste them here

Using Pop-ups on your Website

This phase will allow you to create an email/newsletter sign-up on your website:

  1. Log-in to your MailChimp account and choose the list you want to use
  2. Once inside the list, go to ‘Sign-up forms’
  3. Click on the type of form, you would like to use, as we’re looking to integrate the form on our website, so we will go for ‘Embedded forms’ here.
  4. Email MarketingEmbedded forms: There are multiple useful fields to use here, you can change the title, select the fields you would like to include for them to fill in, or even choose the type of formats you would like to use for this process
  5. After you have inserted all the details on the page and your form in ready, just copy and paste the code on your website.
  6. In order to embed the said code on your website, you would need to follow these steps:
  • Login using your WordPress credentials
  • Go to ‘Appearance’ and from there you can click on ‘Widgets’
  • Introduce a Widget to your sidebar, you want to go for a widget that is the most relevant to you, hence you need to choose the option of ‘Custom HTML’
  • Drag and drop it to the ‘Sidebar’ panel, located on the right side of the page
  • Choose a Title for your pop-up
  • Embed the copied Code (from Mailchimp form) in the ‘Content’ Textbox and Click ‘Save’
  • See a preview to ensure the visibility of this option on your website
  • If it doesn’t show up straight away give it a few more minutes. If it still isn’t visible, try deleting your history to get rid of the cache that might be preventing this
  1. There is another type of form you might want to include on your site, which is ‘Subscriber Popup’:
  • Go to the forms on the MailChimp again and click on ‘Subscriber Popup’
  • Control the visibility of the image and the popup by choosing any of the three visible formats
  • You can see the previews available for both ‘Desktop’ and ‘Mobile’
  • You can also control the timing of the popup by clicking on ‘Display’
  • The ‘Field Labels’ category allows you to control the font settings of the popup as well
  • After customizing the fields according to your liking, click on ‘View Code’
  • Copy this Code
  • Go to the ‘Appearance’ section on the WordPress page
  • Click on ‘General Settings’
  • Scroll Down to ‘Header Code’ and paste the code here (from the mailchimp account)
  • Make sure that the pop-up is visible according to the settings

Collecting the Emails without a Website

  1. Include the link of your ‘Subscriber Popup’ on your social media platforms. It will direct the user to a page with just the fields
  2. Come back to the Forms page on your MailChimp account
  3. Click on ‘General Forms’ and you can build the components of the page you want users to see when they click on the link
  4. You can remove or add any other fields to make it more user-friendly
  5. After you are done making the changes, copy the Signup form URL and paste it on to the available social media profiles

Email Campaign with MailChimp

  1. Login to your MailChimp account and click on ‘Create Campaign’
  2. Select the option of ‘Create an Email’
  3. Insert your campaign name and press ‘Begin’. Make sure your subject line and your campaign name are the same
  4. Go for the default option of sending it to your ‘Entire List’
  5. Click on ‘Next’ and fill in your campaign info in all the mentioned fields
  6. Scroll Down to the ‘Tracking’ section and check the box beside the ‘Google Analytics’ option
  7. On the top right corner, click on ‘Save and Exit’
  8. Go to your MailChimp Dashboard (located below the ‘save’ option) using a new Tab and click on ‘Account’
  9. Go to ‘Integrations’ and check the connection of Google Analytics there
  10. Go back to the ‘Tracking’ page and review the details
  11. Click on ‘Next’
  12. Choose a Template for your Campaign with all the available options
  13. Select a layout and customize the look of the ‘Content, Design and Comment’ section from there
  14. Whatever changes you make will be visible in the preview panel on the left side of the page. You can even insert the link to your website or social media platforms in the content (the chain-like icon in the box)
  15. Choose the button text for a suitable ‘Call-to-Action’
  16. Save the Changes and from there you will be directed to a page for reviewing the details
  17. Go to the ‘Preview and Test’ section and click on ‘Send a test email’ to yourself or any other reliable account

Writing Catchy Subject Lines

Email Marketing

  1. From your own email account, take inspiration to write an attention-grabbing subject line
  2. Analyze their strategy and use it for your own
  3. Write something that sparks curiosity of your audience
  4. Keep up with the hype and trends in your niche to phrase your subject line effectively
  5. Personalize the context
  6. Don’t try to seem like an over-achiever. Promise only what you can offer
  7. Test different subject lines to compare the results
  8. Use stats, figures and numbers to attract the attention
  9. Involve limited time offers to introduce urgency

Analytics

  1. Analyze the data from the responses by coming to your MailChimp Dashboard
  2. Click on the ‘Campaigns’ sections and view the clicks, subscribers and other relevant information
  3. A professional MailChimp account allows you to set and view your revenue goals as well
  4. You can also head over to Google Analytics and view Campaign ‘Acquisitions’ to analyze the demographics, social media networks, search engines and more factors to gather intel of your campaign and its success
  5. Combine all this data to plan your content, techniques and marketing strategy accordingly

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