Where do I start with email marketing?

The best place to start is to identify the primary aim of your email marketing.

Try working backwards from your audience. Who are you sending emails to? Once you know this and can establish whether the audience are prospective customers or people who have already bought from you, then you can get a better idea of what role your emails can play in your overall strategy.

Another option is to focus on your end goal and work backwards on how to achieve it. This method is generally better if you don’t have an existing database. Identify what your ‘conversion’ is and tailor the content to this goal. Do you want customers to call you, to sign-up to an online course, or buy online?

Once you have decided on this ‘bigger picture’ goal, keep coming back to it, and make sure that everything you do is going to help you achieve it in some way.