Great Tips for Email Marketing Newbies by Jeff Ginsberg
When I asked marketing Ninjas at the Sherpa Summit 2011 to share a tip for email NewBees, they had practical advice for those new to the industry. The consensus among these seasoned professionals is that it is essential to reach out and use the many human resources that are readily available to assist in your growth. Question and get to know some mentors, follow recommendations and guidelines, and ultimately “jump in with both feet”. These tools give invaluable access to email marketing experience. ~Jeff Ginsberg
I think that the most important thing is to get started. Get your first campaign up and running, get your welcome message together, start creating a couple of other campaigns, and just start tracking your results and you’ll learn. But you have to learn by jumping in with both feet.
Just reach out to the email marketing community and get to know people. Read as much as you can and don’t be afraid to question even the thought leaders in the industry, because we like to take care of our own. So, if we get questioned it’s all about testing.
Make sure that your permission is explicit. I think that’s the foundation for any healthy email program, so wherever you are collecting addresses please be sure and make it very clear what they’re signing up for and what they can expect to receive from you.
I think there is just only one good list: your [own] in-house email list. Start building that, start engaging people instead of renting lists. You need quality not quantity.
Continue to learn. It’s a humble industry full of a lot of great people that will help you find the right answers. Whether you find [them] through articles online, strategic services, or people that you have at your email service provider, those resources can help you have a better program. Don’t be an outsider; be an insider and participate.
Try everything. Jump in there immediately and send your first campaign. Also don’t be afraid to ask questions. Most of the people out there that have been doing this for as long as I have are more than willing to help you. Don’t be afraid to try new things. Try the new social media technologies. Don’t just do email; get out there and have some fun with it.
Focus on people who really want to hear from you, and don’t get sucked into the idea that you need to have thousands and thousands of people on your list. Because many or most of those people might not really want to hear from you, and it won’t be as valuable as you might think.
Look for the right solution that’s going to enable you to grow. Sometimes it’s worth paying a couple of cents more to have a better solution and/or a better support staff.
Don’t believe everything you hear and don’t believe everything that you read. You have to test everything. It has to be applied to your business. It’s not cookie cutter, it’s really not. So take the things that you learn, see how it fits into your business, and apply them there.
With a mobile version, make it big enough so I can touch it with my finger. That’s my tip for NewBees: Make your mobile version links bigger, please.
You don’t want to send every person from everywhere to the same landing page. I would definitely try testing multiple landing pages specific to what they’re looking for in the first place.
If NewBees do nothing else, reach out to the email marketing industry. Take some time, find some thought leaders that you know or that you follow and get to know them, and ask questions. It’s a great community, so everybody is happy to help.
What are the things that you can set up and automate and let them run without you having to spend the additional effort? I’m thinking about setting up a welcome campaign, any messages like surveys that you send out, triggered messages that you send out based on whatever your customer does on your website, whatever is relevant for your business.