email marketing Guide

In this article I share my learnings since 2013 with the use of email marketing. First in the agency where I worked and later as a certified partner of leading software in the market such as: Active Campaign, Mailchimp and Infusionsoft by Keap.

Important note: everything I am going to explain in this article is the result of my personal and customer experiences. Surely there is much more information on the internet that complements what I am saying, so feel free to contrast and complement what I am going to explain in this article.

What is email marketing?
This digital marketing technique allows us to communicate en masse with our prospects and customers.

Email marketing is not SPAM, but unfortunately if you misuse this technique, it is very likely that you will be considered SPAM or your email marketing provider will block your account. This is one of the main reasons why I am writing this article.

Why should you use email marketing in your marketing strategy?
I don’t know how many times I’ve heard it said that “email marketing is dead”. In fact I’ve heard it since I started my first job in 2013. The reality is very different, and is that everyone who buys on the internet, wants to make a reservation…. whatever, needs an email.

And just like other marketing, advertising or sales techniques, email marketing is not invasive. Since the subscriber must give his explicit consent and fill in a form if he really wants to receive your communications.

Many customers tell me:

Why ask for email, if people don’t look at their emails that much anymore? We shouldn’t be using Facebook Messenger or WhatsApp.

It’s a good question…. but….. (there’s always a but). Email marketing is the only technique that allows you to communicate with the prospect or end customer without intermediaries. Unlike WhastApp or Messenger, you are the owner of your contact list. You can work with different systems to send your emails, but the list is owned by you.

Messenger and Whatsapp are platforms that control that communication. If Mr. Whatsapp tomorrow decides to close the platform (or the same with Facebook), you are left without your contacts. It’s that easy.

Do you see now the importance of this technique?

The purpose of email marketing
With a good email marketing strategy, you can convert prospects into customers in record time.

But first, you must understand the purpose of this strategy and why it is so important in your business. Here is a brief summary of how this strategy works:

The main goal is to get emails from qualified prospects (these are called leads).
To get those leads, we create free content of value. For example: a guide, a document, a template, a class, a course… whatever (this is called lead magnet). The most important thing is that it is educational content.
This educational content will attract a qualified audience. This promotion can be free through social networks or paid on online advertising platforms (such as Facebook Ads).
Once the person downloads the free content (we get name and email) we know that this person may also be interested in your products or services.
Taking into account the lead magnet downloaded, we then follow up with emails with which we seek to build trust with the prospect.
As a result of this trust, when the prospect has to make a purchase decision, he is more likely to do it with us than with our competitors.
What do you need to start your email marketing strategy?
Define your target audience
Set your objectives and strategy
Select an email marketing tool
Design a quality free resource
Create a way for people to sign-up
Prepare email copy (text) for your emails
What beginner’s mistakes should you avoid?
Never buy a database or use illegal systems to extract emails from potential prospects. It is better to start from scratch than with a poor quality list.
Do not send emails to a list of customers or prospects who have not given explicit consent to receive email marketing (you can get into legal trouble).
Start without wasting money. Now that you are going to start your email marketing system, buy the necessary tools. And forget that you have to make a big investment. You will only have to do it in case you already have a very large audience and you think that in the first weeks you can exceed 5,000 or 10,000 subscribers.
Which email marketing tool is right for me?
There are many tools on the market. First advice, don’t get overwhelmed.

Second, I am going to offer you a solution based on my years of experience in this fantastic digital world. BUT… I’m not going to give you all the details of the “whys”. It’s not my style, and this is a simple article, so I’ll get to the point.

I recommend that you trust the system.

First, your email marketing tool does much more than just send emails. This kind of systems are all-in-one solutions that include several functionalities in the same software:

CRM (Customer Relationship Management) or also called contact manager. It allows you to have a history of your prospects and customers. The most advanced have advanced features such as: tags to segment the database, place for notes or advanced search by custom fields.
Task Manager for your daily tasks.
Calendar Manager: a tool that allows you to schedule spaces in your calendar.
Mass emailing system (also called broadcasts).
Automated flow system.
Online payment system so your customers can pay for your products online.
Invoice system after payment.
Landing page creator
External integrations with sales platforms
Lead Scoring to score contacts according to interaction.
Integration with Facebook Ads audiences.
Below I share with you a table with the tools that we recommend and of which we are certified partners. There are many more tools on the market, but in my experience these are the most complete in terms of functionality and quality/price ratio.

Taking into account the activity of your business, I recommend the following:

Professional services:

Mailchimp: if you are starting out and do not have many contacts.
Active Campaign: if you have a tight budget.
Keap: one-person business or small teams.
Infusionsoft by Keap: when you know that automation is the key to success and you have a database of more than 10K contacts (or you will have it soon).
Infoproduct creators (online training):

Mailchimp: if you are just starting out and don’t have many contacts.
Active Campaign: if you have a tight budget.
Keap: one-person company or small teams.
Infusionsoft by Keap: when you know that automation is the key to success and you have a database of more than 10K contacts (or you will have it soon).
Ecommerce (physical products store on the internet)

Mailchimp: if you use Prestashop is an integration that works 100% well and you don’t have to pay extra. You can also connect WooCommerce.

Active Campaign: you will have to pay extra to connect your account with your ecommerce system.
Keap: you will have to pay extra to connect your account with your ecommerce system.
Infusionsoft by Keap: highly recommended for WooCommerce that connects through InfusedWoo. It allows you to know in the CRM what each customer spends with you.
Events (online or physical)

Mailchimp: if you are just starting out, don’t have many contacts or have to make a very basic use of email marketing.
Active Campaign: if you have a tight budget and want to set up some automation but you do not have more than 10,000 contacts.
Keap: one-person companies or small teams.
Infusionsoft by Keap: when you know that automation is the key to success and you have a database of more than 10K contacts (or you will have it soon).
Important data and next steps in your email marketing strategy
Once you start your email marketing strategy, it is important that you keep in mind the following recommendations.

Look at your newsletter reports on a daily basis. The open rate should be higher than 20% and the click-through rate higher than 5%.
Send at least one email per month. You must keep it active, otherwise your efforts will have been for nothing. Losing contact with them for a long time will make them forget about you and they will not open your emails.
Improve your writing skills by continuing to subscribe to other lists. I recommend that you do it from a copywriter or email marketing expert such as: Maïder Tomasena, Javi Barros, Javi Pastor or Enrique Gomez.
With your email marketing system, verify your domain.
Use a professional domain to send your emails.
After subscribing to your list or downloading a lead magnet create an automated email marketing sequence of 1, 2 or 3 emails. Something simple doesn’t have to be complex. But it will help you welcome your new subscribers.
Update the footer of your emails to always include your address (which is mandatory) and the link so that your subscribers can unsubscribe without complications.
Keep an eye on the format of your emails. My advice: avoid capital letters, excessive images (use to reduce them) or colorful text.