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5 tips to get started with Email Marketing

Writer's picture: Kathryn DockingKathryn Docking
The beginning of a new year can be a great time to put in to place some good marketing processes for your business.  

Whether you have a CRM (Customer Relationship Management) system you use, or if you collect your customers emails in order to send invoices, you can put them to good use with some email marketing.




Why is Email Marketing Important?

Email marketing keeps you connected with your customers between jobs, building loyalty and ensuring you’re their go-to trade. Benefits include:

  • Generating job leads from old and new clients.

  • Creating a professional company image.

  • Improving communication and brand awareness.


How Does Email Marketing Work?

Send emails to past or current customers, offering valuable and entertaining content related to your trade. To get started, follow these steps:


  1. Decide What Kind of Emails to Send

    • One-off Emails: Announce new services or discounts.

    • Email Campaigns: Send a series of emails for a specific purpose.

    • Regular Newsletters: Provide updates, like monthly or quarterly round-ups.


  2. Plan a Schedule

    • Align timing with your business goals, making sure you start with an achievable schedule like a quarterly or bi-annual newsletter.


  3. Design Engaging Content

    • Use short, engaging subject lines and friendly, concise language.

    • Include original visuals, links to your website, and prominent contact details.


  4. Choose the Right Platform

    • Use software with features like scheduling, list segmentation, and reporting tools. Most options come with a free starter plan - checkout MailChimp and EmailOctopus and google for others.


  5. Analyze and Improve

    • Monitor open rates, click-through rates, and trends so you can keep refining and improving your strategy.


By implementing these steps, email marketing can keep your business top of mind and your customers engaged.

 

Email Marketing Glossary

Below are some of the key email marketing terms to help you better understand the metrics:

  • Open Rate: Percentage of recipients who open your email.

  • CTR: Percentage of recipients who click links in your email.

  • Conversion Rate: Percentage who respond to your call-to-action.

  • Call-To-Action: Prompt telling customers what to do next (e.g., “Call us today!”).

  • Bounce Rate: Percentage of undelivered emails.

  • Hard Bounce: Permanent delivery failure (e.g., incorrect email address).

  • Soft Bounce: Temporary delivery failure (e.g., full mailbox).

  • Email Personalization: Customizing emails based on recipient data.

  • List Segmentation: Dividing contacts into targeted groups.

  • A/B Testing: Comparing two email variations to see which performs better.


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