# Email Marketing 101: The Beginner’s Guide to a Successful Email Marketing Strategy ## Table of contents [1. Choose an Email Service Provider](https://systeme.io/blog/email-marketing-basics#text-headline-b3c722ad) [2. Build and grow your list](https://systeme.io/blog/email-marketing-basics#text-headline-9d8f7953) [2.1. Incentivize Your Audience](https://systeme.io/blog/email-marketing-basics#text-headline-d91da53b) [2.2. Add an “Unsubscribe” Button](https://systeme.io/blog/email-marketing-basics#text-headline-def15309) [2.3. Remove Inactive Subscribers](https://systeme.io/blog/email-marketing-basics#text-headline-964b03d3) [2.4. Audience Segmentation](https://systeme.io/blog/email-marketing-basics#text-headline-2b1bed80) [3. Send Out Powerful Content](https://systeme.io/blog/email-marketing-basics#text-headline-d9a2a4fa) [3.1. Start with an Introductory Email](https://systeme.io/blog/email-marketing-basics#text-headline-d54dcaec) [3.2. Deliver on Your Promise](https://systeme.io/blog/email-marketing-basics#text-headline-312d3d30) [3.3. Don’t Rush Over Your Subject Line](https://systeme.io/blog/email-marketing-basics#text-headline-79cfcba2) [3.4. Personalize Your Content](https://systeme.io/blog/email-marketing-basics#text-headline-7b65662d) [3.5. Write Like a Friend — or Don’t](https://systeme.io/blog/email-marketing-basics#text-headline-844fd60c) [3.6. Include a Strong Call-to-Action](https://systeme.io/blog/email-marketing-basics#text-headline-f4a29bf8) [3.7. Establish Your Frequency](https://systeme.io/blog/email-marketing-basics#text-headline-2394f5c2) [3.8. Incorporate Email Automation](https://systeme.io/blog/email-marketing-basics#text-headline-ed74cd1d) [4. Test Your Emails](https://systeme.io/blog/email-marketing-basics#text-headline-bb7fa608) [5. Measure Your Success](https://systeme.io/blog/email-marketing-basics#text-headline-8aadde69) [6. Conclusion](https://systeme.io/blog/email-marketing-basics#text-headline-1079ad49) A strong [email marketing](https://systeme.io/blog/email-marketing-tools) strategy is a proven way to **build your customer base**. When done right, **email marketing will help you convert prospects into buyers** and one-time buyers into loyal customers. By 2023, there will be [4.3 billion](https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/) **email users** — that’s half of the world’s population that can be reached via email! In this article, we’re going to give you a fool-proof email marketing strategy — in just 5 steps! Ready? Here we go! ## **1. Choose an Email Service Provider** The foundation of your email marketing strategy is going to be your email service provider (ESP). ESPs are software companies that allow you to [build email lists](https://systeme.io/blog/build-high-converting-email-list) **and send mass emails**. When choosing your ESP, there are certain features that you’ll want to have: - **Email creation tools** — so you can create click-worthy emails - **Sign up forms, pages, and buttons** — to help you build your email list - **Customer support** — to minimize your downtime - **Analytics** — so you know what’s working well and what isn’t - **Integrations**— to connect your favorite tools Choosing the perfect tool is a matter of finding one that strikes a **balance between cost and features** but also **suits your skill level and business needs**. ## **2. Build and grow your list** If you feel like you're talking to a brick wall, it might be because **you don't have an active audience**. The best way to curb your email loneliness is to [build yourself a user base](https://systeme.io/blog/build-email-list-free) **filled with people who are interested** in your business. Here are our top 4 tips to build a fantastic email list! ### **2.1. Incentivize Your Audience** Think of email addresses as a currency — **you wouldn’t give away your money for nothing**, right? If email addresses are valuable, you need to offer something of value in exchange. This is where lead magnets, free gifts, and special offers come in. Here are more examples of incentives you could offer to your email list: - MP3 audio files - Cheatsheets of tips or resources - A free quote or consultation - A free trial or sample - Coupons - Webinars - Quizzes or self-assessments - White papers or case studies ### **2.2. Add an “Unsubscribe” Button** Unsubscribing from your email list **should be just as easy as subscribing**. Add a clearly visible “Unsubscribe” button to the bottom of your email to facilitate this process. ### **2.3. Remove Inactive Subscribers** **Keep your email list fresh** by regularly removing inactive subscribers. Some of them may have changed email accounts, or maybe they just aren’t interested in your brand anymore. ### **2.4. Audience Segmentation** Successful marketers use segmentation to dramatically improve the overall effectiveness of their email marketing campaigns. This may seem complex, but it’s actually really simple! Audience segmentation is when you **split up your email list into more targeted groups**, according to factors such as: - **New subscribers**: Send new subscribers a welcome email - **Demographics**: This can include age, location, or job title - **Interests**: For example, subscribers who like marketing vs. sales articles - **Incentive**: Send targeted emails based on the topic of the incentive that they opted-in for ## **3. Send Out Powerful Content** To have subscribers simply open your email is not enough. Make sure that your audience’s subscription is **worth their while** — you must earn their time by _always_ delivering valuable content. ### **3.1. Start with an Introductory Email** It’s always good etiquette to introduce yourself to your new subscribers. A welcome email is the **first step to building a long-lasting relationship**— it gives a “human” and approachable touch to your brand. ### **3.2. Deliver on Your Promise** In their introductory email, [Birchbox](https://www.mailerlite.com/assets/blog/birchbox-1594017505.jpg) explains exactly what subscribers can expect from their email marketing campaigns. ### **3.3. Don’t Rush Over Your Subject Line** **Your subject line needs time and attention.** In fact, you might want to put more time into your subject line than you put into the body of your email. ### **3.4. Personalize Your Content** Your email campaigns are designed for lots of people, but **they need to make each person feel like you’re talking to them and only them**. ### **3.5. Write Like a Friend — or Don’t** Most people would be excited to open an email from a friend, so **writing like a friend can help your open rate**. ### **3.6. Include a Strong Call-to-Action** **If you don’t ask, you won’t get.** Sending out emails and hoping that people will go in search of your website or your product is **never going to work**. ### **3.7. Establish Your Frequency** You need to **strike the perfect balance** for your campaign. ### **3.8. Incorporate Email Automation** The secret to tackling email marketing like a pro is [email automation](https://systeme.io/blog/convertkit-vs-activecampaign). ## **4. Test Your Emails** Always **send a test email to yourself and your co-workers** before launching your email marketing campaign. Keep your eyes peeled for: - Typos - Forgotten or incorrect links - Text formatting errors ## **5. Measure Your Success** Measuring your success will give you insights into **what was good and what you can improve on** in your next campaign. Your email service provider should provide you with some analytics, but these are the **4 fundamental marketing analytics terms** we suggest you look out for: - **Deliverability:** The number of emails that have been sent and delivered successfully - **Open rate:** The number of recipients who opened your email - **Click-through-rate (CTR):** The number of recipients who clicked on the link in your email - **Unsubscribers:** The number of people who opted out ## **6. Conclusion** Knowing how to **execute a successful email marketing campaign** is important for your business. In this **5-step guide** you’ve learned how to: - Choose your ESP - Build and grow your list - Send out powerful content - Test your emails - Measure your success With these 5 steps, **we’re confident that you’re ready to run an email campaign that will deliver**, all the way to your bottom line!