Everyone is talking about e-mail marketing these days. It’s inexpensive and drives conversions. Plus, it’s customizable, increases ROI, and is easily integrated with social media for maximum impact. For some, that’s all they do is talk about e-mail marketing though. That’s because they don’t know where to begin. Let me walk you through the necessary steps.

1. Know Your Audience. Know who they are, what you want to say to them, and how you want to communicate your message. If you already have subscribers, do a little digging to see how they got to you so you can identify good sources right off the bat.
2. Choose Your Content Carefully. Different e-mail campaigns will have different content, but each will hold true to your brand and must always include useful information presented in a professional but interesting way in the shortest number of words possible. If the content isn’t grabbing you, it will be even less effective for your audience. Really think about your audience and what it is that will speak to them. And, you don’t always have to recreate the wheel. Use content you already have that you know has been successful. Use content like blogs, articles, tweets, white papers, etc. If you can include a special offer or sneak peek (anything special and unique to them), so much the better.
3. Determine Your Communication Frequency Goals. With your content and audience in mind, determine how frequently you want to reach out to your audience. There’s no magic number here except the one that works for you. You want to contact frequently enough so that you stay in top-of-mind awareness but not so frequently that your e-mails become a nuisance. Remember: content is king. So, if you don’t have something to say, don’t e-mail.
4. Make A Schedule. This works nicely because it gives you a goal to work towards. Also, it helps you plan your message and timing around tradeshow events, new product launches, etc., and keeps everyone on the same page.