The success of a startup relies heavily on its marketing strategy. The majority of startup founders have little or no experience in email marketing strategy for your startup, and this is something which is learnt through practical application.
Not only should they have a marketing budget, but also know how to divide and spend it according to their campaigns. Email is a popular and most effective marketing medium for startups.
Emails are very effective in acquiring, retaining and converting users.
“When it comes down to grabbing and retaining eyeballs, email is proven to be the best – 95% of online consumers use email to buy goods and services, while 77% of consumers prefer email for communications.”
Customer relationship, sales, brand management and promotions work better via emails. Uber is one of those businesses that have a great email marketing strategy. Their emails reflect the design of website and app.
The emails are clean with a clear call-to-action. For those who want some more info, the details of the email can be found below. They know that users don’t have all day to read emails, so their mails keep it short and to-the-point.
Plan your campaigns.
You are just starting up with your marketing planning and need to spread the word about your business. This will require sending out a lot of crowdfunding emails as well. Note the features you would like to introduce and highlight on your emails and newsletters.
Look at your competitors and see what they are doing. Run a customer survey and gather information about what would they like to know from you. Do they like receiving articles, videos and photos or are they more interested in infographics?
Ask them how they would like to be contacted. This will help you outline a campaign based on user preferences and what they want from your business. As a startup you need to know what people want from your service.
Make a content plan.
Content will rule your campaigns, and this is one of the most important parts of your email strategy. You have to dedicate some content for the emails your clients will receive. E-mail marketing is a long-term plan, so you have to make a calendar or a schedule of email newsletter content. It’s better to plan for the next 6 months, including all major events and promotions. Email marketing has to be in line with your existing marketing strategy.
Highlight the form in your website.
You have to comply with CANSPAM law and ensure that the people who subscribe to your list agree to receive information about your business via email. The best way to comply is to use double opt-ins.
Highlight the subscription form on your website and even on your Facebook page if you have one. Then direct this traffic to your website to turn them into leads. If your form is highlighted via a pop-up, it increases visibility and chances of people signing up for newsletter.
Choose a platform.
There are so many email marketing providers out there. Some may even come with your hosting provider. In order to choose the best out of these options, you will have to understand your needs and the features you require from a platform.
Keep in mind that your requirements will change as your company grows. The features you want right now will be different from what you’ll need after 6 to 8 months. Make a list of features you’ll need such as; integration with CRM.
What about Paypal? Any membership sign-ups? Are you going to send out a lot of autoresponse emails? Will you have to edit your campaigns using HMTL or CSS.
The best way to check this is to use the ‘free trial’ version provided by majority of services. Switching platforms is not always advisable, because you will lose a lot of archives and important data.
Set up a template.
You can either use a pre-designed template from your chosen mail service provider, or you can design a great template of your own. Make sure that the template reflects your website design, brand colors and theme.
You can also get a professional to design the theme for you. In this case, make sure you test your email campaign with other clients because every HTML tag isn’t supported by every system. Check until the template runs smoothly on all systems.
Make killer landing pages.
Landing pages matter to you the most in the early phases of your startup. They help in convincing people to buy from your business. Emails can get a lot of people to click on your landing page, so you have to design landing pages which are conversion magnets.
Startups can also have a pre-launch page to collect email addresses from users who visit the website. This bunch of people can be converted into customers by offering them a lucrative promotional code or a sales offer via pre-launch email.
Create a buzz on social media about it and leave your email form page link there. It is good to use every communication channel while you are at it. Even text messages can be utilized for this purpose, because links provided in these messages can be opened on a smartphone browser.
Spam emails are sent out in bulk and they are not agreed upon by the receiver. Don’t send out too many emails with headlines that can get caught by spam checkers. This might land your emails in the spam folder of the receivers.
Don’t write the caption in ALL CAPS and don’t use phrases like “Click here to..” or “Earn $$$” because it will marked as spam immediately.
As with content marketing, you should keep in mind to be regular with your emails. It can be weekly, monthly or fortnightly, depending upon the consistency you can keep up with.
Keep measuring the analytics.
Most platforms provide a detailed report describing the performance of email campaigns. They include factors like unsubscribes, clicks, opens, forwards and ignored. You can test other things as well by checking subject lines, offers and specific timeframes.
Some subscribers may also email you directly with their feedback. If someone unsubscribes, you can mail them and ask them why they left, and then use that feedback to your advantage.
Improve and repeat.
Using these valuable analytics you can improve various elements of your emails/ website. You can review your campaign in the light of these metrics and analyze the flaws.
See if you provided your customers what you promised and if you gained your assumed goals during this time. Then start working on your next campaign! If you post a newsletter regularly, make it better using this data.
- Measure ‘total browsed’ and ‘total clicked’ rates as they determine the popularity of your campaigns.
- Send cart abandonment emails to customers with a discount, they are very effective.
- Send browser abandonment emails, they are personalized and more effective than normal emails.
- Segment users who haven’t bought anything and target them in new campaigns.
- Send new device recognition emails. Users like to receive smart emails which tell them that you care about their privacy.
- Keep user satisfaction your first priority just to stay true to your brand promise.
Audrey Throne is a mother and a professional blogger by choice. She has completed her masters in English literature from university of Birmingham. As a blogger she wrote quite a few posts on health, technology as well as management. Currently, she is associate with UTgsolutions Team.
Find her on Twitter: @audrey_throne.