Crafting and honing effective email marketing campaigns is a delicate business. Most consumers are extremely protective of their email inboxes, as they’re a place where important personal communications are mixed with a deluge of incoming brand messages.
When managed thoughtfully, however, email marketing can prove an invaluable way to communicate directly with potential buyers. Hiring an email marketing expert on your team will help you get the most out of this valuable marketing channel and effectively drive your subscribers to action.
Email marketing is the practice of sending highly targeted emails to prospects and customers with specific campaign goals in mind. It is one of the most powerful digital marketing strategies available to businesses, organizations, and brands of any size. This is due not only to its insanely high return-on-investment but also its ease of scalability.
There are two ways to think about email marketing: as a relationship-building tool or as a profit-building tool.
When leveraged as a relationship-building tool, email marketing can effectively convert prospects into and raving fans. Email automation and drip sequences make it easy for you to send targeted campaigns to subscribers in order to build credibility, offer value, and cultivate trust.
When leveraged as a profit-building tool, email marketing allows you to convert those raving fans into paying customers. Through a customized strategy, you can send targeted promotional emails to subscribers no matter their interests or where they are on their customer journey.
This doesn't only apply to brands selling products or services. Nonprofits and other charity organizations that combined email marketing strategies with their direct mail strategies saw a 28% higher conversion rate than those who relied on direct mail alone.
There is no denying email marketing is one of the hottest digital marketing channels out there. But in order to benefit from your online efforts, it's important to hire an expert to optimize your marketing campaigns for maximum impact.
There are over 105 billion emails sent each day with 61% of consumers preferring to receive emails from brands. Fifty-eight-percent of users check their email before social media, meaning emails have the chance of converting quicker than ads.
Simply put, email is too valuable of a marketing channel to leave in the hands of a generalist on your marketing team. A freelance email marketing expert will optimize your emails every step of the way, from strategy and execution to monitoring campaign performance and interpreting data.
There are other reasons to consider hiring an email marketing specialist to help with your campaigns:
CAN-SPAM, GDPR, and CASL
In order for your emails to make it to your customer’s inbox, you need to play by the rules.
In the United States, the CAN-SPAM Act is a law that sets rules for commercial emails. GDPR is a European Union privacy law that affects email and personal data. And Canada employs their own anti-spam law (CASL) that affects any commercial businesses sending emails too.
Most email service providers (ESPs) monitor and investigate the emails sent through their IP addresses to ensure they're not violating terms of service. It's important to ensure the person running your email marketing campaign knows these laws and how to structure and send campaigns that do not violate them.
Email deliverability is exactly what it sounds like: the ability to deliver emails to your subscriber's inbox. However, it's not as simple as you think.
On a large scale, email deliverability is a vetting process that checks things like sender reputation, server/IP reputation, domain reputation, and email engagement. Little mistakes will add up over time and negatively affect your reputation. Your overall reputation helps determine where your emails will land in your customer's inbox.
A freelance email expert knows how to optimize your email marketing campaigns for maximum deliverability. They will minimize emails from bouncing or going to spam, as well as offer advice on how to increase your reputation to mitigate future deliverability issues.
Expert Knowledge of Best Practices
Effective list segmentation, sequencing, drip campaigns, and campaign tracking/optimization is a skillset honed over time and privy to email marketing specialists. You might think an entry-level marketing manager can "just figure it out," but if you want quality control at the most integral levels of your email marketing campaigns, you need a professional who can apply the strategies that best compliment your goals.
Email marketing is the digital marketing channel for building lifelong relationships with subscribers and converting them into paying customers. Hiring an email marketing expert ensures you’re making the most of your investment.
You know what email marketing is and why you need to hire a freelance expert, but what are some of the top benefits of email marketing in your business?
Affordable Marketing with a high ROI – The cost of running an email marketing campaign can vary depending on your email service provider. But when compared to the fluctuating costs associated with ad campaigns, sending emails to a list of subscribers you own is incredibly affordable.
The ROI is one of the highest compared to other marketing channels too. For every dollar spent on email marketing, users report an average return of $42. And conversion rates for certain email campaigns trend upwards of 50%.
Easily build trust, loyalty, and credibility with customers - Email marketing is one of the easiest channels used to build trust, loyalty, and credibility with customers. Typically, customers give you permission to send them emails – use it to your advantage! By sending targeted email campaigns to your list based on interests, you can establish yourself as an authority on the topic at hand.
Develop brand awareness – Through personalization tools, regular email updates, and intentionally adding value to your subscribers, email marketing makes it easy to develop brand awareness and stay on top of your customer's mind.
Promote content and generate free traffic – One of the easiest ways to increase traffic to your company's website is to send a message to your email list. Have an article you need readers to share? Send an email. New product to promote? Send an email. Leveraging your subscriber base is one of the easiest ways to direct traffic to exactly where you need it to go.
If you’re looking to create a successful email marketing strategy, the following are some good practices worth observing to ensure you're sending emails that delight, engage, and convert.
Get permission before you send emails – A permission-based marketing approach is one of the best email marketing practices (in other words, DON’T BUY LISTS). Not only does it help you remain compliant (CAN-SPAM, GDPR, CASL), but it's an effective way to ensure you're sending the right emails to the right people.
Segment your lists – If you want to increase your open and click-thru rates, you should segment your email lists. You can segment your lists based on sign-up source, interests, campaign activity, purchasing habits, and more. It's an easy way to boost email deliverability and the ROI of your email marketing campaigns.
Send personalized emails – Are you looking for the best way to keep subscribers engaged with your emails? Personalize them. Use merge tags, write in the second person, and utilize dynamic design where possible. This allows subscribers to receive content tailored specifically to them.
Use automation – Email automation and workflows make it possible to send targeted campaigns to subscribers based on multiple factors. Did a new customer buy a product from your online store? Automatically send them a welcome email and roll out the red carpet. Are you launching a new service? Send an automated sales sequence to warm leads. Automation and workflows allow you to show up consistently so you can provide the most value to your target market.
Schedule A/B testing – A/B testing is a valuable tool used to help you increase conversions in email marketing campaigns. During an A/B test, you run two variations of an email to a small audience, side-by-side. For example, variations might be between subject lines or the call-to-action. At the end of the test, the better performing email gets sent to your entire campaign audience.
Evaluate and evolve – Want to improve the overall performance of your email marketing campaigns? Measure, evaluate, and evolve! At the end of a campaign's lifecycle, evaluate the performance, measure it next to your goals, and make the appropriate changes. This is true for any of your automations and workflows too. While they're nice to put on autopilot, you need to regularly hire an email marketing expert to evaluate campaign performance and make necessary changes, either to the copy, workflow, or other factors affecting deliverability
Looking for more best practices? 17 Email Marketing Best Practices That Actually Drive Results (HubSpot).
At this point, you're ready to hire an email marketing expert. So what do you look for in a freelance professional that will help you get the most out of this digital marketing channel?
Automation/workflow experience – Your expert should have demonstrated experience developing welcome, thank you, transactional, abandoned cart, and re-engagement emails and integrating them effectively into automations and workflows.
A/B testing skills – If you want to send emails that convert, your email marketer needs to be comfortable conducting multiple A/B tests tailored specifically to the goals of your campaign.
Expert copywriting skills – It goes without saying, but your email marketing expert needs serious writing skills to capture your brand voice and succinctly, but effectively, persuade your subscribers to take action.
CRM / ESP experience – It's important your expert holds experience, or at the least, familiarity, using the CRM or ESP providers you operate on. While there are similarities across the market, each platform/tool has its own tricks.
Analytical ability – Email marketing experts need to know how to interpret data, which is more than numbers. Interpreting data is also about interpreting human behavior behind the numbers.
Awareness of compliance and security – This is a must for any email marketing expert! If an "expert" violates any compliance considerations, your account could be flagged, suspended, or shut down, leading to the substantial loss of one of your most profitable income streams.
Growth Collective finds and vets the best freelance marketers in the world. If you’re looking for an exceptional Facebook Ads consultant, we have a deep bench of talent to introduce you to. Many of our top Facebook Ads specialists used to work on the ads team at Facebook.
All of our Facebook marketers have experience at or with top brands. Our thorough vetting process ensures that only the best are admitted to Growth Collective.
Are you ready to hire an email marketing expert?
Growth Collective finds and vets the best freelance marketers in the world. If you’re looking for an exceptional email marketing consultant, we have a deep bench of talent to introduce you to.
All of our email marketers have experience at or with top brands such as Google and Facebook. Our thorough vetting process ensures that only the best are admitted to Growth Collective.
Before we introduce you to any freelance marketers, we offer a free 30-minute growth strategy session with one of our in-house marketers. We’ll dive deep into your business model, explore what marketing tactics you’ve already tried, and discuss what success looks like for you.
After the call, we’ll hand-match you with the email marketing consultants that are the best fit for your business. You’ll have the chance to review profiles and rates before scheduling one or more introductory calls.
Most freelancers work on an hourly basis, although we do occasionally offer monthly retainer or project-based work. Growth Collective handles all legal, billing, time-tracking, 1099 compliance, and freelancer payments so you don't have to.
Schedule your free growth session today and we will match you with an excellent email marketer in the next 2 days! We don’t do long-term contracts or expensive monthly minimums. No matter the size of your business, we can find you an excellent consultant to help you grow.