People are inundated with interruptions, pitches, and advertisements everywhere they look. Though you might think your email is special. But to the reader, your email is one in a million — and not in a good way. This is why it’s important to remember where you are and use good manners. Getting into someone’s inbox is like being invited to their home for dinner. If they ask you to take your shoes off, you respectfully do so.

Step 1: Build Your List

Before you can start sending out emails, you need people to send emails to. So, how do you get started building your list? Start by adding a banner or form to your website simply asking people to subscribe.

Some common ways to entice people to sign up include:

  1. email series
  2. free downloads
  3. free white papers or eBooks
  4. update lists, like new releases and product updates

Step 2: Provide Great Content

Email marketing is all about expectations, and it’s up to you to set them. If your call to action is strong, and your follow-up is consistent, then you can count on a successful email campaign. However, if you promise to send one email per week and instead send them daily, then you’re setting yourself up for failure. On the contrary, if someone is expecting daily updates or critical product updates and you don’t deliver, then they are likely to be just as upset in that case, too. This is why the first follow-up email is so crucial to the success of your email marketing efforts

Step 3: Analytics and Segmentation

Now that you understand the basics behind an effective email campaign, let’s talk about how to take things to the next level. Specifically, using segmentation and analytics to refine your broadcasts and generate even better results than a basic campaign.

How to Segment Your Email Marketing List

If you’re unfamiliar with the term, email segmentation is the practice of splitting up your email list into more targeted groups.

Here’s a few ways to segment a larger list:

  1. customer list (in comparison to leads who haven’t bought)
  2. newsletter subscribers
  3. daily email list (in comparison to weekly, bi-weekly, monthly, etc)
  4. demographics, such as age, location, or job title
  5. interests, such as marketing or sales topics