THE E-MAIL MARKETING

FOR SMALL AND MEDIUM SIZED BUSINESSES, ONLINE STORES AND BLOGGERS

Robert Brandl

THE

E-MAIL MARKETING

CRASH COURSE FOR BEGINNERS

CHECKLIST INCLUDED

The Email Marketing Crash Course for Beginners

About this Ebook

To this day, email remains one of the best and least expensive ways of staying in contact with customers. However, many people still fail to understand how to use it properly. And let's get one thing straight: email marketing is absolutely worth the time and effort for anyone dealing with customers online, no matter how small your company is. Lately, a new generation of "Do it Yourself" newsletter tools have hit the scene, and they're not only inexpensive, they're also easy to use. This ebook will help you consider the most important points when setting up a successful newsletter. Who wrote this ebook? My name is Robert Brandl, and I run the ToolTester Network (), which includes EmailToolTester. My knowledge of email marketing is based on my employment with a German marketing agency (Publicare Marketing Communications) who specialized in email marketing. My main clients were larger enterprise customers. During my time there, however, I kept coming back to one question: "How can smaller companies benefit from email marketing?" - and that's exactly what this ebook is about.

Robert Brandl

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The Email Marketing Crash Course for Beginners

Content

About this Ebook

2

Some Arguments in Favor of Email Marketing

4

Common Mistakes Made By Newsletter Authors

6

What You Can Expect from A Newsletter Tool

7

Choosing a Newsletter Tool (and the Budget for It)

10

Important: the newsletter template

11

The budget: the bill you have to be ready for

12

Particularities of Email Marketing: Some Things to Be Aware Of

13

Legal Issues

13

The Problem With Spam: How to Avoid Getting Filtered

14

Issues Characteristic to Displaying Emails in HTML

15

Some Practical Tips

18

In Case You Don't Have Any Subscribers Yet

18

Finding Topics For Your Newsletter

20

Here We Go: The Checklist

21

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The Email Marketing Crash Course for Beginners

Some Arguments in Favor of Email Marketing

Considering the number of different communication channels available (such as Facebook, Instagram, and Twitter, just to name a few), maybe you're wondering whether setting up a mailing list is even right for you.

Don't get me wrong, I don't want to suggest that social media can't be an asset of its own, quite the opposite. Building a brand is much easier with social media due to their visual and personal nature. Email marketing, on the other hand, is strong due to its incredible reach and acceptance - young and old, everyone has an email address these days. And more than that, if someone trust you with their email address, they're interested in your products or your content. Communicating with them is exactly what you want to do.

Here are some additional advantages:

Email is a personal medium

Almost every single email is opened and read. In social media, the message may get lost much more quickly.

You build up a relationship with a customer

Give your newsletter recipients preferential treatment: offer them the best information, early access to the newest products, or invite them to exclusive events. This will help you turn some of your customers into fans.

Email tools offer the best means of tracking Use evaluation tools in order to find out who is genuinely interested in your products. Who clicked on which link? Your newsletter tool will tell you.

You're less dependent on Google

Your website is search engine optimized and sends hundreds of additional daily

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The Email Marketing Crash Course for Beginners

visitors your way? Excellent! Use email marketing to create an additional channel that gets you even more visitors - even if Google should be less kind to you sometime in the future. No media disruptions Unlike print newsletters, email recipients can visit your website or register for an event with just a single click. Email marketing is inexpensive At around one cent per email, you'll be hard-put to find another form of marketing at a similar price point. Obviously, print newsletters are much more expensive.

Disadvantages of Email Marketing

While email marketing has many advantages, you shouldn't overlook a well-known fact: all that glitters is not gold.

Unlike print media, there is no physical experience. Emails are deleted faster and read less thoroughly than print media. Email addresses are private, many people don't like handing them out the

way they used to. Because of spam emails, the legal framework is very strict - therefore,

sending emails without express permission is forbidden (see more on this subject later on in the book). Compared to social media, emails are less interactive - a newsletter, however, can promote your Facebook page just as well. Never forget: if your content is of high value, you'll run into much fewer issues. In the end, your message is more important than the medium you use.

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