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Email has been around for over five decades and its importance continues to grow. Not only is it extensively used in the workplace, but as a marketing channel, email has repeatedly proven its effectiveness.
According to a Statista report, by 2027, email marketing revenue is expected to reach $17.1 billion. It’s no surprise that 69% of marketers utilize email to distribute content, enhance brand loyalty, and drive sales.
As a startup founder, you might be wondering how to achieve similar success. If you’re feeling hesitant about launching or if you haven’t seen great results from your initial campaigns, a clear and strategic approach can help you overcome any doubts and confidently press send.
Here are some tips to enhance your approach and navigate potential pitfalls when planning email marketing campaigns for your startup:
1. Define your goal
Before you begin, establish what you intend to accomplish with your email marketing – whether it’s increasing website traffic, raising brand awareness, or generating sales. Having a clear goal provides you with direction on the next steps to take and how to measure success.
2. Gather your email list
It’s essential to compile your email list and ensure it’s prepared for outreach. Don’t be discouraged if you have a small database – many startups experience high engagement even with smaller lists. The quality of your list is more important than its size. Ensure that all your subscribers have opted in to receive emails from you. You want to engage with an audience that is eager to hear from your startup.
3. Double-check your contacts
In addition to obtaining consent from your subscribers to send them emails, a high-quality list also means having real subscribers with accurate contact information. Bounce-backs on your newsletters and campaigns can harm your reputation with inbox providers. To avoid this, use an email verification service to validate your list before sending out emails.
4. Segment, segment, segment
With a healthy email list, you’re already ahead of many of your competitors. To further refine your approach, analyze your customers and prospects to identify how you can categorize them into separate groups. Start with basic filters, such as one-time buyers and repeat buyers, and then refine further. Send targeted emails to these groups to encourage them to explore more of your products.
5. Choose a good email marketing platform
Now that your lists are prepared, select a service to send your emails. While it’s natural to be cautious about spending as a startup owner, email marketing is not an area to cut corners. Choose an email marketing platform that streamlines your efforts and ensures high email deliverability to reach your audience effectively.
6. Test your emails for mobile
Sometimes emails may look great on desktops but have issues on mobile devices, leading your audience to lose interest. Use a testing tool to identify any problems and rectify them beforehand. Additionally, test your emails with your team to catch errors and gather feedback to enhance your content.
7. Don’t procrastinate – hit send
If your list is in good shape, you’ve chosen a reliable email platform, and you’re satisfied with your content, do not hesitate to hit send. Delaying and fixating on minuscule details will only increase your anxiety. Send your email to receive initial feedback and learn how to improve.
8. Show up as promised
Consistently sending emails to your subscribers is crucial for your startup. Regularly engaging with your audience allows you to understand what resonates with them, enabling you to focus on those aspects in future campaigns. Showing up for your subscribers builds trust and loyalty.
9. Make every email better than the last one
While consistency in emailing is key, maintaining and improving content quality is equally important. Quality content enhances metrics and keeps your audience engaged. Ensure each email adds value to your subscribers’ inboxes, rather than simply sending emails out of obligation.
10. Partner with other startups
Collaborating with other businesses for co-marketing initiatives can significantly benefit your startup. By partnering with complementary companies, you can attract new audiences and gain exposure. Initiate partnerships with businesses in your industry, including cross-promotional emails, to broaden your reach and acquire new subscribers.
11. Stay up-to-date on email-sending rules
The email industry is continuously evolving, with new regulations and updates being introduced regularly. Stay informed about any changes to ensure compliance with email-sending rules. Adhering to these protocols not only enhances your campaigns’ deliverability but also helps boost sales by landing your emails in subscribers’ inboxes.
