Basics of Email Marketing

Lecture Notes: The Basics of Email Marketing

Core Concept: Email marketing is the process of sending targeted messages to a group of people via email. Its goal is to build relationships, promote products/services, and drive action.

1. Why It Works (The Big Advantages)

Direct & Personal: It lands directly in someone’s inbox, a space they check daily.

 High ROI: It’s incredibly cost-effective. You spend little to reach many.

You Own It: Unlike social media followers (you rent that audience), your email list is an asset you own and control.
 Measurable: You can track exactly who opens, clicks, and buys.
 Targeted: You can send specific messages to specific groups of people.

 The Key Ingredients (What You Need)

The List (Your Most Important Asset)

This is your database of subscribers.

· Golden Rule: Only email people who explicitly gave you permission. Buying lists is illegal in many places (like GDPR, CAN-SPAM) and hurts your reputation.

 The Platform (Your Tool)

 You need an Email Service Provider (ESP) like Mailchimp, Constant Contact, or ConvertKit.

Do NOT use personal Gmail/Outlook for marketing. ESPs handle legal requirements, formatting, and analytics.

Permission & Value

Why did they sign up? They expect something in return: a discount, helpful tips, or news.

Always provide value first, sell second.

 The Basic Funnel (The Customer Journey)

1. Lead Magnet (Offer): A free, valuable item you give away in exchange for an email address (e.g., a discount code, PDF guide, checklist).

2. Welcome Email: An automatic email sent immediately after sign-up. Say hello, deliver the promised gift, and set expectations.
3. Nurture Sequence: A series of automated emails that build trust and introduce your brand.
4. Regular Campaigns: Your ongoing newsletters or promotional blasts to your entire list.
5. Segmented Campaigns: Targeted emails sent to portions of your list based on their behavior (e.g., “We noticed you looked at these shoes…”).

4. Key Metrics to Understand

Open Rate: % of people who opened the email. Affected by your Subject Line.

Click-Through Rate (CTR): % of people who clicked a link. Affected by your email’s content and call-to-action.

 Conversion Rate: % of people who did the desired action (e.g., made a purchase).

Unsubscribe Rate: % of people who opt-out. It’s normal—don’t panic. It helps keep your list clean.

Bounce Rate: % of emails that couldn’t be delivered. A high rate hurts your sender reputation.

Best Practices (The Rules of the Road)

Mobile-First: Most emails are opened on phones. Keep your design simple and easy to read.

Clear Call-to-Action (CTA): Every email should have one primary goal. Use a clear button like “Shop Now” or “Read More.”

Consistent Sending: Be reliable (e.g., every Tuesday morning) so people expect you.

 CAN-SPAM/GDPR Compliance:
· Include a clear way to unsubscribe in every email.
· Don’t use deceptive subject lines.
· Include your physical mailing address.

In a Nutshell: Email marketing is about building permission-based relationships through valuable content sent via a professional tool, all while measuring your results to improve. Start small, provide value, and be consistent