Inbound Marketing: Digital Marketing 101: Planning, creating and distributing an email campaign (Part 3)

Inbound Marketing

Digital Marketing 101: Planning, creating and distributing an email campaign (Part 3)

By Adam Meikle June 9, 2017 • 7 minutes to read

Welcome to the final part of our 3-part blog series on planning, creating and distributing an email campaign.

Finally in this blog post, we’ll focus on actually distributing your finalised email marketing campaign.

Why sending email marketing newsletters from your personal email isn’t recommended:

No longer do you have to send bulk emails from your personal email account, and here are four reasons why this isn’t efficient:

  1. It’s difficult to manage and organise your email contacts database.
  2. Recipients find it challenging to automatically unsubscribe from emails.
  3. It can be extremely difficult to design a professional looking email in your personal email client.
  4. You may find yourself being blocked by contact and ESPs (email service providers) as spammers typically use personal email accounts.

Take a look at these email service providers you can use:

What to look for in an email service provider (ESP):

Your ESP must help you:

  1. Collect email addresses.
  2. Manage email addresses.
  3. Create customised emails.
  4. Send emails efficiently.
  5. Analyse the results of your email marketing campaigns.

Why it’s good practice to get an ESP for your email marketing needs:

  • Improves email delivery.
  • You’re able to effectively manage your mailing list.
  • Improves design, layout and formatting of your business’s emails.
  • Legal compliance with many email clients.
  • Tracking and reporting of your email marketing campaigns.
  • Free service is offered for small businesses in some cases.
  • Ease of access for the general user.

Timing and frequency with email marketing campaigns:

For any email marketing campaign, timing and frequency is essential. When segmenting your mailing list for different campaigns, consider the potential readers. Ask yourself questions like:

  • How many times should I email a customer segment?
  • What time of the day should I be sending emails?

One important rule is to never resend the same content to your mailing list! Spam filters will catch you in the act. But remember, if you’re looking to go the monthly or weekly newsletter route, you need to be consistent. Consistency is key to successful email marketing!

In conclusion, if you’ve followed through this whole series of blog posts, well done! You’re now ready to take on your first email marketing campaign. Good luck!

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Digital Marketing 101 blog series:

Read more of the Digital Marketing 101 blog series and be educated on every digital marketing topic under the sun. Learn all the basics about digital marketing and how to put together your own digital marketing strategy.

  1. The importance of digital marketing in your business
  2. What is web analytics and how does it benefit your website's design?
  3. An introduction to SEO (Search engine optimisation)
  4. The difference between free and paid online advertising
  5. A social media strategy is essential for your business (Part 1)
  6. A social media strategy is essential for your business (Part 2)
  7. A social media strategy is essential for your business (Part 3)
  8. Planning, creating and distributing an email campaign (Part 1)
  9. Planning, creating and distributing an email campaign (Part 2)
  10. Planning, creating and distributing an email campaign (Part 3)
  11. Responsive website design and mobile marketing (Part 1)
  12. Responsive website design and mobile marketing (Part 2)
  13. Responsive website design and mobile marketing (Part 3)
  14. Tying together the loose ends in your digital marketing strategy (Part 1)
  15. Tying together the loose ends in your digital marketing strategy (Part 2)
  16. Tying together the loose ends in your digital marketing strategy (Part 3)