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Excel with your email marketing plan

January 24, 2020 Sylwester Karnuszewicz 9 min read
Sylwester Karnuszewicz

Building relationship with your potential customers has become essential these days. In today’s digital marketing world it is literally on the lips of every single advertiser or marketing guru. One of the most promising tool than can assist you in planting roots and maintaining customer-entrepreneur relation is a relevant and well-thought email marketing strategy.

Frankly speaking, email marketing can truly work miracles for your online business. According to Hubspot “It’s estimated that the U.S. will spend over 350 million dollars on email advertising in 2019”. However, if the concept is brand new for you it is advisable to master the basics in the first place and then move on to more compound issues.

Once you read this article you will know:

  • what email marketing exactly is,
  • what are the main benefits of email marketing,
  • why an email marketing strategy is important,
  • what are the keys of stellar email marketing strategy,
  • what is an email marketing campaign.

What email marketing exactly is?

In most simple words, email marketing is the whole of the activities enabling you to build a relationship with your leads through emails. Once you have the best email marketing communication plan, you are able to send appropriate information to the right people and convert potentially interested or still-hesitating visitors into your customers.

All the visitors of your homepage or landing page that get interested in your product or service may sign up for your email marketing list and thanks to the communication you prepare (or should ;)) on regular basis get all the information to make a well-thought decision and purchase from you in the future.

If you make sure that your email communication list is built primarily with your target audience (people who are potentially interested in your product or service) there is a high possibility that these people will purchase from you and contribute to the benefit of your company. However, it only works this way once your list consists exclusively of people interested in your product, not free giveaways or other things you distribute.

What are the benefits of email marketing?

Email marketing does take time and require effort, but let me assure you that it is absolutely worth implementing as the advantages undoubtedly outnumber the odds. Moreover, besides generating leads for your business they have much more to offer.

email marketing data

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Full control

Once you master whole basic knowledge needed to create our own email marketing strategy you can be sure that you possess full control over the process and its final tone will be fully dependent on your ideas, actions and whims.

In email marketing you are able to:

  • create landing pages, forms, newsletter emails,
  • make decisions in regards to an email marketing campaign you run,
  • group your audience and send them personalised and accurate messages (and it is absolutely necessary as according to Hubspot study – “Marketers who use segmented campaigns note as much as a 760% increase in revenue,”
  • create cycles of email marketing depending on your business goals.

You don’t need a gang of email marketing experts to implement your email marketing. It’s even better when you, on your own, prepare your emails. This way you seem more authentic and humane to your target audience and these days authenticity is more appreciated than any other value in online business world.

Marketers who use segmented campaigns note as much as a 760% increase in revenue.

Low costs

As mentioned, all you need to know and dispose of to run email marketing campaigns is your brain and solid tool to collect emails and send them to your audience. In majority of email marketing platforms costs start only when your email marketing list members amount to a specific number (for example 2000). Therefore – at the beginning, there are no costs at all. And even when you exceed this magic limit number there are a few plans to choose from and the costs are not dramatic so don’t worry about that 😉

Easiness of implementing and measuring

Moreover, email marketing is truly simple to implement and pleasant to use. You can easily design templates of your messages, landing pages or automation cycles in builders designed for that (like for example landing page builders).

Another great thing about email marketing is easiness of measuring. It is a piece of cake to track the efficiency of your email marketing campaign as such platforms always provide you with the most important statistics, like number of openings, clicks and conversions. You are also able to integrate your email communication platform with online analytics tools like Google Analytics and this way track the visitors’ behaviour on your website.

Why email marketing strategy is important?

As mentioned before, email marketing strategy is the key to build strong and full of trust relationship with your customers. Since you are an online business owner you have to communicate with your visitors from the moment they decide to subscribe up until they become regular customers.

Since today the authenticity and trust are both most frequently quoted when it comes to highly appreciated values in online businesses you need to show your target audience that behind great products and services there is a human being who is trustworthy, honest and doesn’t try to sell them a pig in a poke.

Email marketing can be used on every single phase of the widely known marketing funnel:

  • awareness – using landing pages and build-in form to reach visitors and encourage them to sign up for an email marketing list,
  • interest – sending engaging and useful newsletter which uphold the interest of leads,
  • desire – informing in a newsletter about all the key benefits of your new product or existing ones and make your audience absolutely yearning for your solution,
  • action – enabling your target audience purchase your product. You can send an email with a link or a direct button,
  • post-purchase – selling is not the last phase and as a reasonable online business owner you need to take care of customer retention. With a short follow-up email you can stay in touch with your customers and get useful feedback from them which can also come in handy when preparing your next product or improving existing ones.


email marketing funnel

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How to create email marketing strategy?

An email marketing strategy is actually more than email marketing itself. It is a broader look consisting of long term vision and future direction of your email marketing actions. Usually online business owners try to be spontaneous and responsive to the current trends but adopting an appropriate email marketing strategy and implementing it consequently is a far more secure solution.

Implementing an email marketing strategy is not a rocket science but it is advisable to give it a though plan it taking into consideration:

  • long term objectives – think about what you want to achieve with your email marketing and set up a SMART goal (Specific, Measurable, Achievable, Relevant and Timely) ex. increase the subscribers number by 30% in a 6 months,
  • target audience – make sure you know who they are exactly and what are their needs. The more you know the more personalized emails you can send,
  • resources – think about what you need to start with your project and tools you need (in most cases it is choosing the most suitable email communication platform),
  • KPIs – define a few KPIs than will assist you in making your decisions in a more smart and better way ex. subscribers number, openings, clicks, conversions,
  • tactics –it consists of all the actions within email marketing, such as the way you build your email list, do segmentation, choose content, create user-friendly design, track results, test, optimise and use tools.

What is an email marketing campaign?

Once you plan your email marketing strategy precisely, you are able to prepare an appropriate tactic, tools and you are ready to start with your first email marketing campaign. An email marketing campaign is a well-designed and coordinated series of messages provided to your recipients in defined periods of time aiming at inducing them to take a desired action such as purchasing, subscribing or downloading a file.

As you can see, email marketing is quite a big thing in today’s digital marketing world and it has huge impact on the way your potential customers perceive you as a business owner and what they reckon of your product. It can truly work miracles for your online business and assist you in boosting conversion significantly on condition that you think it well through and adopt an appropriate email marketing strategy.

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Sylwester Karnuszewicz

Sylwester Karnuszewicz

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