An Extensive Guide to Start an Email Newsletter

You probably already know how vital it is to nurture hot leads and establish customer rapport. The real question is, how?

The success of your online business is driven entirely by people:

  • How many visit your store?
  • How many view your products?
  • How many convert into customers?

But, driving highly-targeted traffic to your site can be difficult. So, instead of continuously hunting for new customers, creating and retaining a loyal consumer base is the best way to go.

The answer? Email marketing.

If you’ve never attempted email marketing before, don’t fret. We’ve created this guide detailing exactly how to get started with email newsletters. So, let’s dive in!

If you’re already SEO-optimizing your site, launching social media campaigns, and running a blog then you might be wondering, is email marketing really worth my time?

Well, on average, when compared to other types of digital marketing, email campaigns boast higher returns on investment. In fact, the average email subscriber is worth $37. Not bad, right?

Here’s why it still works.

With email campaigns, you’re in charge. So, instead of being at the mercy of a search engine or social media platform’s algorithm, you know and control precisely who’s exposed to your content.

Email is also a far more direct way to communicate and market to customers and prospects. As such, they’re more likely to engage with you than they would with an organic Facebook post, for example. In fact, the average engagement rate with Facebook ads is less than 1%, whereas email campaigns triumph a whopping 20.81%. On top of that, research shows that email converts 40-times as many readers into buyers than Facebook and Twitter combined!

No one goes on social media to see ads but people expect advertisements in their inboxes and some even welcome it. After all, they’ve signed up to receive these newsletters and they have full control over whether they remain part of your email list. So, from the get-go, your subscribers (usually) have an active interest in what you have to say, so it stands to reason that they’re more likely to convert into paying customers.

By now, you should be convinced email marketing is worth a try. So how do you get started, and what do you need to get going?

Email Marketing/ Automation Solutions

To send out email newsletters, you’ll need email marketing software. These are also called email service providers (ESP) and are usually self-service software that let you do the following:

  • Design email newsletters from pre-build templates
  • Design emails from scratch
  • Maintain a subscriber list
  • Upload any existing contacts you already have
  • Send emails to lists of subscribers
  • See statistics and reports about how your email was received by your customers — whether they opened it, clicked on the link, downloaded your content, bought something, etc.

There are too many ESPs out there to count, but there’s no doubt that signing up to one of them will make email marketing possible for you. But, to help narrow down your search, we’ve listed a few email marketing services below and outlined their pros and cons. Hopefully, this will help you pinpoint the best one for your marketing needs.

MAILCHIMP

Mailchimp is one of the most famous ESPs on the market. It does a fantastic job of making email marketing simple. It allows you to create engaging yet straightforward newsletters that you can send for free as long as your subscriber list is under 2000 people. This is a fabulous way to trial email marketing if you’re just starting out because financially, you don’t have anything to lose!

But be aware, the free plan plasters Mailchimp’s branding on your emails and only offers five templates to choose from. So, if you’re serious about your marketing strategy, you’ll want to upgrade relatively quickly.

Pro plans start from $10 per month and range up to $299 per month and they also offer a pay-as-you-go plan. These additional costs unlock extra features and templates, as well as permit more room for subscribers. Mailchimp’s more advanced features on their pro plans are suitable for creating fully-fledged email marketing campaigns such as abandoned cart emails, behaviourally-based messages, sophisticated email automation, etc. so if you’re looking to optimize your email campaigns and tailor them to your audience, then check out their advanced features.

KLAVIYO

Klaviyo prides itself on helping its customers boost their sales and conversion rates. In that spirit, it’s tightly integrated with Shopify, BigCommerce, WooCommerce, Amazon, and more.

But, the downside of Klaviyo is that it’s a lot pricier than Mailchimp. Klaviyo’s free plan allows you only to store 250 contacts and send 500 emails per month but as soon as your email list hits 1000, you can expect a $30 per month bill. As you’ve probably guessed, the more contacts and sends you need, the higher the monthly fee. Prices can rise to as much as $1,700 per month for 146,000 contacts.

That being said, the higher pricing plans also come with better support and more sophisticated features. Klaviyo overall is just one of the best email marketing services on the market. Their intelligent software, smooth integration with Shopify, and powerful email marketing services make them one of the favorites in the industry and it’s easy to see why. For companies that are dedicated to their email marketing strategy, Klaviyo is an email marketing tool that meets their needs.

CAMPAIGN MONITOR

This is what I personally like the most! Campaign Monitor (CM Commerce) is a straightforward email marketing tool that integrates with Shopify, BigCommerce, and WooCommerce stores. It also boasts plenty of automation features so you can implement typical email marketing workflows such as abandoned cart emails, post-purchase surveys, product reviews, customer segmentation, etc. Paid plans start at $9.00 a month, and there’s a free version available.

Overall, CM Commerce provides fewer features than some of it’s more popular competitors. For example, it lacks tools for A/B testing, social marketing, website visitor tracking, and search marketing. Still, for startups happy with something more basic, this is a budget-friendly option with amazing and modern design of templates.

JILT

Jilt (Jilt Review) is an email marketing platform designed to specifically meet the needs of ecommerce merchants. But, like some of the other ESPs mentioned in this article, Jilt also comes with a price tag.

Like its competitors, Jilt offers all the essential features like abandoned cart emails, transactional emails, post-purchase follow-ups, customizable designs, and an easy-to-use email editor. Most importantly, you can enable automated email campaigns based on customer behavior.

Each plan comes with unlimited campaigns and emails for as many online shops as you need but like Klaviyo, the pricing depends on the number of contacts you have. For instance, up to 2500 contacts will cost you $49 per month, which makes this one of the more premium ESPs.

That being said, Jilt’s pricing is slightly more affordable than other similar premium ESPs so if you’re looking for a high-quality ESP with powerful functionalities, they’re worth checking out.

Jilt also offers up to 300 contacts for free, so if you’re just starting to build your email list it’s a great service to start with. For more information on their pricing tiers, check out Jilt’s pricing page.

AWEBER

For $19 per month, AWeber allows you to send an unlimited number of emails to 500 subscribers. For an extra $10 per month, you can send as many emails as you want to 2500 subscribers. Pricing tiers go up to $149. The more subscribers you wish to email, the more the monthly fee. If you want to test them out, AWeber also offers a 30-day free trial.

AWeber also comes with a campaign tool that makes setting up automated email campaigns a breeze but it’s pretty basic in functionality. They do, however, make up for this with the number of email templates they offer — there are over 700 to choose from! So you’re bound to find the perfect email design.

Aweber also comes with a vast library of free stock imagery, which certainly comes in handy when it comes to sprucing up your newsletters.

AUTO PILOT

Autopilot’s marketing automation software is the easiest way to automate and personalize your marketing across the entire customer journey. The solution provided multiple features and functions to automate customer online journey with pre-set attributions for online seamless experiences.

Create customer journeys that capture & convert new leads from your website, app or blog and then nurture them with personalized messages could be hectic and challenging. Automate repetitive tasks like educating new subscribers, assigning leads, booking appointments and following up sales leads will become a lot easier and more effective with Autopilot.

Autopilot currently offer 30 days free trial with the pricing range from $49- $249 per month. Apart from that, Autopilot comes with integration with major platforms to create more engaging moments with your customers effortlessly. Click here for full list of integrating partners.

3 Things to Consider When Designing an Email Newsletter

If you’re using an email marketing service to send out your newsletters, chances are you’ll have at least one pre-built template you can customize and work with. This massively speeds up the design process, especially if you don’t have an eye for design. But even with a professional-looking template, there are a few tips for engaging your subscribers that you should keep in mind:

  • Keep it Simple: Don’t overcrowd your design. Use plenty of white space to make your emails easily scanable. Don’t make your text too small or place light fonts on light backgrounds and vice versa. Remember that your content also needs to stand out on screen so choose legible fonts and create a clear structure of headings and subheadings. This may sound obvious, but you’d be astounded at how many merchants overlook the most fundamental principles of design.
  • Use Color Wisely: Utilize a complementary and contrasting color to draw attention to the most critical parts of your email. For example, using an accent color for your call-to-action button usually works well.
  • Keep Your Brand in Mind: Think about what your brand represents and let the design follow. Once you’ve found your style (your logo, color palette, layout, fonts, etc.), stay consistent. By this, we mean that you should keep things on-brand so your subscribers recognize and remember you.

What Should Your Email Newsletters Include?

This all comes down to your niche and brand. There are tons of different things you could include — links to your most recent blog posts, announcements, promotions, informative videos, info-graphics, etc. but figuring out what your audience likes best often involves a bit of trial and error.

But, with that in mind, here are a few things worth noting:

Your newsletters should focus on providing genuine value to your subscribers. In this day and age, when everyone is dabbling in email marketing, it’s the only way to engage with your email list successfully.

Here’s a template for constructing email newsletters:

  • An Intriguing Subject Line: For example, “Something crazy happened to me today…” You want to entice the reader to open your email.
  • A Bold Introduction: This could read like the start of a story.
  • The Core of the Email: This is where the majority of your valuable content, tips, information, news, etc. goes.
  • A Call-to-Action: Encourage readers to respond by giving them a call-to-action button to click on or by asking them a question or prompt.

If you’re specifically announcing something to your email list, there are some other tactics you could use:

  • Your subject line could include the words “Introducing” or “Announcing” to help set the readers’ expectations.
  • You could create suspense at the beginning of the email by leading up to the announcement with an opening line like, “We’re excited to introduce you to….”
  • You could then follow up with a clear call-to-action related to the announcement such as, “Check out the new product now!” or “View our new website!” or “Sign up for the live event!” etc.

If instead, you want to drive traffic to your latest blog post(s) you can keep the content of your email newsletter relatively simple. These sorts of email campaigns tend to be informal and short, making them quick to read.

The intention is to introduce the topic and get the reader excited about the value you’re providing. Then at the end of the email, include a link to the new content with a call-to-action button inviting them to check out the new post(s). The subject line for your email can simply match the blog post topic.

KEY TAKEAWAY

And finally, what about marketing offers that focus on promotions, discounts, and deals? Often, these include limited-time sales. If you’re thinking of sending out this kind of email, you can follow the structure below:

  • A straightforward subject line advertising the offer, for instance: “25% off for a limited time only!”
  • An introduction to the offer
  • The details of the promotion (conditions, availability, time limit, products involved)
  • A call-to-action, prompting them to “Buy now!”

On separate note, you may also like to learn more about better email marketing practices as below article:

Hope this piece of information helps you to plan more to achieve more.

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Tech Strategist. Certified Reiki Energy Healer. Natural Herbalist. Building memorable land of education and healthcare in Metaverse for our next generations.

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GL. Nga Theng

GL. Nga Theng

Tech Strategist. Certified Reiki Energy Healer. Natural Herbalist. Building memorable land of education and healthcare in Metaverse for our next generations.

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