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March 11, 2024

By Ben Vowles

8 Essentials for Email Marketing

Email Marketing Components

Email marketing is a digital marketing strategy that involves sending targeted messages, promotions, or information to a group of people through email. It is one of the most direct and cost-effective ways for businesses to communicate with their audience.

Email marketing campaigns can be used for various purposes, such as promoting products or services, building brand awareness, nurturing customer relationships, and delivering personalised content.

One of the most effective forms of marketing with the lowest cost – email marketing should form a significant part of your marketing strategy!

If you’re starting to take the leap into email marketing or refocusing your resources to it, you’ll want to consider these 8 key components.

8 components of email marketing:

1. Building an Email List:

Businesses collect email addresses from their audience through various means, such as website contact forms, events or online promotions to be able to continue to nurture the relationship with their audience.

Email Marketing Tip:

Do you have a lead magnet on your website to help collect email addresses from visitors? Remember – the majority of traffic to your website is in ‘information gathering mode’ and won’t be ready to start with you straight away. To help build a relationship with these visitors you want to give these potential clients a taste of the value you have to offer in exchange for their email address. This is called a lead magnet and could look like a free download, ebook, webinar, discount or something else that adds a nugget of value.

2. Segmentation:

Email lists can be segmented based on various criteria such as demographics, purchase history, or engagement level. Segmentation allows businesses to send targeted and relevant messages to specific groups, increasing the effectiveness of their campaigns.

Email Marketing Tip:

Think about ways you can segment your current list based on things like geographical locations, interests, purchase history, level of activity with you or other determining factors.

3. Creating Compelling Content:

Successful email marketing relies on creating engaging and valuable content. This can include promotional offers, newsletters, product announcements, educational content, or personalised recommendations.

Email Marketing Tip:

Sometimes less is more – don’t get caught in the trap of writing too much for the sake of it or sending too frequently ‘just cause’. Value your audience’s time and only give them what they will find helpful or interesting.

4. Designing Emails:

The design of the email is crucial for capturing the recipient’s attention. Emails should be visually appealing, easy to read, and optimised for various devices, including desktops, tablets, and smartphones.

Email Marketing Tip:

Graphics and images make a great touch when it comes to styling emails and breaking up content, BUT use these sparingly as too many could make your email seem like ‘junk mail’ to many filters. Work with a text to image ratio of 60/40.

5. Personalisation:

This is where it’s at these days! Personalising emails based on the recipient’s name, preferences, and behaviour can significantly enhance the effectiveness of the campaign. Personalised content helps build a stronger connection between the business and the recipient.

Email Marketing Tip:

Are you syncing the correct first names into your email database? It’s very hard to address people by name when you don’t have their names in there correctly.

6. Automation:

Email marketing automation involves setting up workflows and triggers to send emails automatically based on specific actions or events. Automation can streamline processes, such as welcome emails, abandoned cart reminders, or post-purchase follow-ups.

Email Marketing Tip:

Do you have an email template sitting as a draft that you find yourself regularly using to send the same content? Perhaps this happens when you first engage a new client or customer, on completion. Imagine if this was sent automatically AND a follow up automatically sent a few days later. A sprinkle of automation goes a long way for efficiency in your business and the level of customer delight.

7. Tracking and Analytics:

Email marketing platforms provide tools to track the performance of campaigns. Metrics such as open rates, click-through rates, conversion rates, and unsubscribe rates help businesses assess the success of their email marketing efforts and make data-driven decisions for improvement.

Email Marketing Tip:

Streamline your reporting data through one dashboard and then be sure to look at it. What gets measured is what changes.

8. Compliance:

Adhering to email marketing regulations, such as the CAN-SPAM Act, is essential. This became a topic for 2024 when many email providers announced they were tightening up on the authority factors for email marketing.

Email Marketing Tip:

Here are three tips to help keep your emails compliant.

  1. Verify your sending domain with a SPF, DKIM and DMARC text record.
  2. Only email people that have given you permission to email them, i.e., they have opted-in or are actively doing business with you.
  3. Include an opt-out link in your emails and instead of using the term ‘unsubscribe’ use something like ‘manage your subscriptions’.

Email marketing is a powerful tool for businesses of all sizes to communicate directly with their audience, nurture leads, drive sales, and build long-term relationships. When executed effectively, it can be a valuable component of an integrated marketing strategy.

Whether you have an established email database or you’re just starting to grow one, the Huddle Up team can help you make your next move. 

We are certified ActiveCampaign Partners and Ontraport Experts, as well as experienced specialists in a number of CRM Systems such as Hubspot, Zoho, Kalviyo and Mailerlite.

Book a discovery call with us today, we love to chat! 

Better yet – sign up to our mailing list! You’ll get a free marketing checklist, as well as monthly tips and updates straight to your inbox. 


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