• Sarah Goodlaxson

Email Marketing 101

Updated: Aug 25, 2020

Friends, you asked and now you shall receive. Receive email marketing tips, that is. 

You’ll notice that I don’t have a link to sign up for my newsletter anywhere. That’s because I don’t have one yet! 


That’s right. I’m a professional marketer with no email list.


Do you want to know why?


You have to start SOMEWHERE and great marketing doesn’t happen overnight. It’s a slow, organic process - just like building your business.


For now, focusing on gathering emails rather than jumping into creating email marketing campaigns without a subscriber base is the best strategy for my business.


The definition of a good "base" will vary from person to person. It could look like 20 subscribers that are really interested in your content and engaging with it on a frequent basis or 10,000 people who may or may not care about what you have to say.


So, how do you know if your email marketing is effective? The best way to quantify the effectiveness of your email marketing will be about open rates, clicks (I'll teach you how to track those effectively in later blogs), and revenue or website traffic gained. Your success will be defined by your business model and goals. Once you've decided what your goals are, you can define what metrics you want to use to gauge your success.


This blog will walk you through:

  1. Choosing the correct email marketing platform for your business

  2. Setting up your account

  3. Making your first email template &

Answering the question, "Do I have to give people the option to unsubscribe?"


Note: If you already have these steps completed, pop back in for the second blog of this Email Marketing series and we'll dive in to some crazy helpful tips like UTM Parameters (okay weirdo, stop throwing marketing jargon everywhere!) and tracking your campaigns in Google Analytics.


Okay, first things first.


Choose your email marketing platform.

  • There are plenty of platforms out there like MailChimp, Constant Contact & Bronto, to name a few. I’ve worked with MailChimp a lot over the years and it's the platform that I personally prefer now. It’s user friendly, the templates are easily editable, integration with your internal systems is seamless, and their free plan allows you to have up to 2,000 contacts before you need a paid account. 

  • You should make your own decision based off the needs of your business and your goals. If you aren’t happy with your email platform it’ll be a bigger headache in the future to migrate all of your email addresses to another platform. Do your research now and if you need a little guidance, I'm here to help!


Follow all of the set-up questions.

Since I've started using MailChimp as an example, we'll just continue down this road together.

mailchimp marketing
Make sure you answer every set-up question accurately, as this will help your chosen platform understand your needs and deliver the best results.

Create a template.

If you didn't inherit the design gene, that's okay. MailChimp lets you choose from various layouts and themes. However, if you do have some coding knowledge this platform is easily customizable from your brand's hex colors to button design. You can import HTML or a zip file to get started.


For the sake of this blog, we'll customize the prettiest free theme I can find. This one will do.

Obviously this photo isn't from my brand, so we'll drop in our own creative and edit the marketing messaging first.


Then, I'll connect my Instagram (not worrying about UTM Parameters or tracking links right now) and add any additional buttons or calls-to-action I feel are necessary for The Modern Co.'s upcoming launch promotion.


The finished edits will look something like this...


the modern co mail chimp email
Above the fold view.

mail chimp example email modern co marketing
below the fold view

What's next?


Before you send your email out to your list, always do your due diligence:

  1. Edit. Make sure there are no grammatical or spelling errors.

  2. Test. Click every button or link in your email and ensure everything is working correctly and following the right path.

  3. Preview. Take one final look at your creation.

  4. Send!


If you have any questions, leave a comment or hit us up on Insta!

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