Updated: Oct 5, 2018
Using email as a marketing tool is a great way to reach an engaged audience without spending a lot of money. But it's a big responsibility, as you'll know, people don't give their email addresses to just anyone and with GDPR now in place, it's essential you're compliant. If you're thinking about starting a company newsletter, here are our top five tips to get you off to a flying start!
Clean up. First things first, If you've got a database of email addresses that you've collected over the years and you haven't got evidence that they've opted in to hear from you, remove them from your contact list. Now GDPR is in place, you don't want to risk any fines. Make sure any data collection point you have, allows people to 'opt in' so you know you're not breaking the regulation.
Set up a triggered welcome email - once you've set up a form and you're starting to build up a contact list, set up a triggered email saying hello. It reassures the person that they've definitely signed up and it's a great prompt to showcase your other products or a newbie offer. This is an automatic email too so once it's set up, it just pings out - it's advised to review the content every couple of months to make sure it's accurate.
Creating an email template - keep things easy and set up an email template that you can populate every time. Make sure you have one killer message and a couple of secondary messages to add value to your audience. Don't go on for days with your content, keep it short, snappy and visual. Push people through to the relevant page of your website to make it as easy as possible for them to buy/book/sign up.
Planning what you're going to say and when you're going to share it. Spend some time identifying what themes you'll have in the emails you send. Consider seasons, holidays and think about your busy months and quieter months of your industry. Use a calendar to plot out the content and schedule when you're going to send your emails.
Test your emails - most people view emails on the go, this means on their mobile! So make sure it looks good on mobile devices, check links and formatting before you send anything out. A lot of email systems will do this automatically but make sure your audience doesn't have to pinch and zoom!
Need an email provider? I can't recommend Mailchimp enough, you can have up to 2,000 people subscribe to your database for FREE, which for any small business is pretty perfect! They allow you to create forms which are GDPR compliant, build beautiful emails which can showcase your brand and it's got great reporting tools too.
If you want to get to grips with email marketing, either setting up forms, templates or need help finding the words for your email campaigns, get in touch.