Let's start at the beginning. When a man and a woman love each other very much…
I kid. I kid.
When I tell people I do email marketing, I typically get a head tilt in response. You know, the step back, head tilt with one eyebrow just gently raised. It's the look of, “I think I know what you're talking about, but I'm not really sure, so I'm just gonna play this cool.”
I get so entrenched in what I do, I forget that not everyone knows what I know, ya know?
So let's nerd out (brag) on email for a minute.
HERE'S WHAT YOU SEE IN YOUR INBOX FROM AN EMAIL MARKETER:
- Newsletters – link roundups, articles, fun content that someone is just *dying* to share with you
- Promotional emails– emails with your favorite brand or business's latest sale or offer (discount, freebie, rights to naming their firstborn, whatever)
- Automation – Abandoned cart emails (that helpful reminder that you left something in your cart online – DON'T YOU WANT TO BUY IT?) Emails confirming you signed up for something (email list, service, etc.) Emails reminding you of an appointment, so many emails.
So what does it take to get these types of emails sent and delivered? Here's the fun stuff email marketers do:
- Strategy – An email marketer will look at your email program and see how your subscribers are interacting with your emails. They'll give you suggestions and plans on how to get the most subscribers to read your emails AND convert. They'll also help you figure out how to get more people to sign up for your emails.
- Database Management – You have a ton of email addresses (that is a legit measurement of emails) and you're sending the same content to the same people over and over and over. Well, guess what? Not everyone is into the same thing. Surprised? I know, me too. There is a way to look at your database and all of the available data associated with email addresses and figure out how to send them relevant content to their interests. Pretty cool, right?
- Design – Graphic design is one thing. Designing emails is another. From layout to coding to actually designing images, it gets complicated. And don't even get me started on
- Copywriting – Yes, writing for an email audience is different.
- Automation – Setting up workflows in an email service provider is fun. It's fun if you like that kind of thing. Oh, wait. I *do* like that kind of thing. Well, I guess it's fun to be me then.
There's so much more to email marketing than these basics, but at least it's a start.
So next time, someone asks me what I do, I'm just gonna make them stand there while I read this blog post out to them word-for-word. It'll be the best day of their life.
In conclusion, I'm gonna leave you with this quote.
(See what I did there????)