The Complete Beginner's Guide to Email Marketing

Welcome to the complete beginner’s guide to email marketing.

Today, we're going to tackle how to grow your email list from scratch.

You and I know email marketing can seem complicated. However, I will do my best to make rocking your email marketing accessible... because that's how I roll ☺️

In this step-by-step guide, I’m going to show you how to grow your email list from scratch in a way that is completely doable, without complex or expensive strategies so you can follow through all the way.

Once you’re done with this guide, you will be able to build a thriving email list and write compelling emails so you can start seeing real engagement and conversions from your email list. 

If you have any questions as you’re going through it, you can reach me here and I’ll do my best to answer them.

While you're at it... wanna know how to write compelling, tabloid-inspired subject lines? 

Click here to become an Inbox Sensation now >>

Overview and Definition Time: Email Marketing

What is email marketing exactly?

In the most basic terms, email marketing is sending emails to people to share information, build relationships, and promote products or services. Got it so far?

Let's kick that up a slight notch; email marketing involves creating and sending messages to a list of subscribers with the goal of nurturing leads, engaging customers, and driving sales. It’s about delivering value directly to your audience’s inbox.

We can take it up to an even higher level: Email marketing is a digital marketing strategy that uses personalized and segmented email campaigns to deliver targeted content, promotional offers, and automated workflows to a specific audience. It involves the use of email service providers (ESPs) to manage email lists, track engagement metrics, and optimize campaign performance.

Do you see how they relate to one another? Each level builds on the previous one, adding more detail and complexity as you understand the basics.

An example of this would be a small business owner sending a monthly newsletter to their subscribers. This newsletter includes updates about the business, useful tips related to their products or services, and a special discount code for subscribers. The goal is to keep the audience engaged and encourage repeat business.

Still with me? Let's move on to the steps that will get you on your way.

3 Beginner Steps to Email Marketing Success

The definition of email marketing showed you where you're going, but now it's time to get out the map and point you in the right direction.

Step #1. Define Your Audience & Goals

An essential first step in email marketing is to define your audience and set clear goals. This is because understanding who you are talking to and what you want to achieve will guide every other part of your strategy.

Without this step, you're in danger of sending irrelevant messages that don’t resonate with your audience, which can lead to low engagement rates, high unsubscribe rates, and even ending up in the (dun-dun-dun) Spam Folder of Doom😱

Some key things that will help you with defining your audience and goals:

• Create Detailed Buyer Personas: Understand your ideal subscribers by researching their demographics, interests, challenges, desires, and preferences.
• Set Clear Objectives: Determine what you want to achieve with your email marketing, such as increasing your website traffic, boosting sales, or building brand awareness.
• Segment Your Email List: Group your subscribers based on different criteria to send more personalized and relevant emails.
• Use Surveys and Feedback: Collect information directly from your audience to better understand their needs and expectations. (this is one of the BEST things you can do for your biz)
• Monitor and Analyze Data: Use analytics to track your performance and adjust your strategy as needed.

Do you know how to define your audience and goals now? Time to pat yourself on the back; you're on your way to becoming an email marketing superstar 🌟

Step #2. Create Your Opt-In

Everything feels easier after your first step because defining your audience and goals lays a solid foundation for your email marketing strategy. It's hard to get going and commit to doing something new, but now that you have a clear direction, the next steps will flow more smoothly.

Next up, you have to create your opt-in offer. This is the incentive you provide to entice people to join your email list.

That will give you a better idea of who is interested in your content and help you start building a targeted list of subscribers.

For example:

• Offer a Free eBook: If you run a fitness blog, you could offer a free eBook with a collection of workout routines and nutrition tips. This will attract subscribers who are interested in fitness and wellness.
• Provide an Exclusive Discount: If you have an online store, offering a discount code in exchange for an email address can be a great way to attract new customers and boost sales.
• Create a Valuable Resource: If you’re a coach or consultant, you could offer a downloadable resource, such as a worksheet or checklist, that helps solve a common problem your audience faces.

By creating a compelling opt-in, you'll start attracting subscribers who are genuinely interested in what you have to offer. You still have to get them to sign up, though. That's why you need a freebie funnel. And oh hey, if you want an extra helping hand with this step, have a look over here for my Fast Track Freebie Funnel Kit. 

Step #3. Write & Send Engaging Emails

At this point, you have an idea about how to define your audience and goals and create a compelling opt-in. What's left for you to do?

I know you're probably eager to start seeing results and might feel ready to be done with these steps. I completely understand, but there are still a few more steps, and you want to go all the way, so hang in there with me.

The next step is to write and send engaging emails.

Here's how:

Step #1: Plan Your Content

• Create a Content Calendar: Outline the types of emails you will send and when. This helps you stay organized and ensures you’re consistently reaching out to your subscribers. (You get the most kick*ss email planner and tracker around, if I do say so myself, if you grab my Ultimate Email Marketing System.
• Mix Up Your Content: Include a variety of content types such as straight-up newsletters, promotional offers, and educational emails to keep your audience engaged. (I recommend serving in your content about 75% of the time and selling about 25% of the time)

Step #2: Craft Compelling Stories

• Share Personal Stories: Connect with your audience on a deeper level by sharing personal anecdotes and experiences. This makes your emails more relatable and engaging.
• Highlight Customer Success Stories: Showcase testimonials and case studies from your customers to build credibility and inspire your audience.

Step #3: Write with a Clear Purpose

• Include a Strong Call to Action (CTA): Every email should have a clear CTA, whether it’s visiting your website, making a purchase, or downloading a resource.
• Keep it Concise and Focused: Avoid overwhelming your readers with too much information. Keep your emails concise and focused on one main message.

Step #4: Design for Readability

• Use Engaging Subject Lines: Your subject line is the first thing your subscribers see, so make it compelling to increase open rates.
• Optimize for Mobile Devices: Ensure your emails look good and are easy to read on mobile devices because most of your subscribers will read your emails on their phones.

Step #5: Test and Analyze

• A/B Test Different Elements: Test different subject lines, CTAs, and email formats to see what resonates best with your audience.
• Track Key Metrics: Monitor open rates, click-through rates, and conversion rates to understand what’s working and what needs improvement.

"Hey Cooper, is this everything I need to master email marketing?"

Yes and no, young padawan, these steps are a perfect way to get you started, but we're missing out on a few key things, including:

• Advanced Segmentation Techniques: Learn how to segment your email list for even more targeted and effective campaigns. 
• Automation Workflows: Discover how to set up automated email sequences to nurture leads and save time.
• Advanced Analytics and Reporting: Dive deeper into email analytics to refine your strategy and achieve better results. 

But those things can come later. For now, the foundational steps above will set you on the path to success.

By following these steps and continuously refining your approach, you'll build a loyal and engaged email list that drives real results for your business in no time.

Key Takeaways 

I hope this complete beginner's guide to email marketing will allow you to skip trawling the internet for hours to get all the critical information you need. You now have all the info in one place and can get back to it quickly.

As you saw here, planning and defining your audience and goals can make or break your email marketing efforts, but that doesn't mean you need to hire a professional to do all your email campaigns for you.

As Glennon Doyle puts it, "We can do hard things!"

From here on in, you can build a loyal email list, create engaging content, and see real results from your email marketing efforts once you've mastered the steps in this guide.

I created Rockin’ Copy as a resource for all you small biz owners out there. And I’ve been able to build a thriving email community using the tips you can find in this beginner's guide, so I know they can work for you too.

Do you want to learn more about email marketing?

Grab my Ultimate Email Marketing System, where I provide everything you need to master email marketing. In this toolkit, you'll receive:

• 52 Newsletter Templates: Save time and ensure consistency with professionally designed templates for every week of the year.
• Email Marketing Planner and Tracker: Plan your campaigns and track their performance to continuously improve your strategy.
• 100 Rockin’ Subject Lines: Captivate your audience with compelling subject lines that increase your open rates.
• Welcome Sequence: Build a strong first impression with a well-crafted sequence that engages new subscribers.
• Flash Sale Sequence: Drive sales with a targeted email sequence designed to create urgency and boost conversions.
• Canva Templates for Signatures and Link in Bio: Enhance your email branding with customizable Canva templates.

It Will Help You To:

• Build a Loyal Subscriber Base: Create a community of engaged subscribers who look forward to your emails.
• Increase Open and Click-Through Rates: Develop strategies that improve your email performance.
• Drive Sales and Conversions: Turn your email list into a powerful sales tool that boosts your business growth.

Click here to learn more about the Ultimate Email Marketing System >>

If you have any questions about this guide, feel free to drop me a line here. You can also find me on Instagram ♥️