Most people appreciate a personal letter. It lets them know that you’re thinking of them, that you were willing to put in the effort to write something just for them, and that you want to hear back. When it comes to relationships between a site and its readers, email campaigns are the closest thing to this kind of relationship. But how do you keep your campaign from seeming like junk mail? And how can you make sure your campaign is the best it can be?
As it turns out, WordPress is your best bet for email marketing on your site. Let’s take a look at how plugins and technical features make WordPress email marketing the most surefire way to run a successful campaign. Plus, we’ll go over some quick tips on how to further optimize your strategies with WordPress features. Click through the table of contents to jump to each section.
Table of Contents
4 Great WordPress Email Plugin Options
WordPress features tons of plugin options for any need, and email marketing is no exception.
When it comes to choosing between plugins for the same feature, there are a few things you need to think about. Consider your budget, ease of use, scaling, and automation options. Let’s take a quick look at a few of the most popular options so you can find the best WordPress email marketing plugin for your needs.
HubSpot is not solely dedicated to email marketing. Rather, this is one of the features it offers as a one-stop-shop for growing your business site. It includes chatbots, ad management, reporting, forms, and, of course, email list and marketing. The native WordPress plugin is mostly focused on contact and email management. So using it for this purpose is easy and straightforward. The best part? Hubspot offers all of these basic services with its free plan. However, if you need to send out more than 2000 newsletter emails per month, you’ll have to upgrade to a paid plan.
This plugin is a bit more flexible with email specifics. It features add-ons and native extensions that expand its functionality in a variety of ways. The widgets and subscription buttons it uses to integrate with your site are also easily customized to fit any site design. Plus, it all runs on an easy-to-use interface via your WordPress dashboard. Newsletter does use your web host to send emails rather than its own servers, however, so you’ll need to make sure you research your best hosting options on WordPress. We’ll cover that more later.
Newsletter’s paid plans range from $45 to $129 per year.
MailPoet is one of the oldest email plugins for WordPress. As such, it has some of the most options for email templates, editing, and integration with other services. It’s a relatively straightforward piece of software that nonetheless provides a ton of flexibility and pricing options. Like other free service options, it has email subscriber limits- 2000 per month, like HubSpot.
MailPoet has a $10 per month premium option with sending services or a $99 per year option.
SendInBlue Subscribe Form
This plugin is slightly different from the others. SendInBlue is not entirely native to WordPress. Rather, the subscribe form option is a plugin from the SendInBlue service which allows for smooth integration between them and your WordPress site. SendInBlue is one of the few email services with flexible pricing for custom features. Its services also include real-time tracking, which will be important for your marketing strategy down the line.
1 More Approach for WordPress Mailing Lists
There are non-plugin options for mailing lists as well.
Some mail list services are not native plugins for WordPress. Rather, they are independent sites and software which can connect to WordPress via the WPForms plugin. It’s a small distinction, but it will open up more options for you should any of the above plugins do not suit you. It will also be a good opportunity to walk through connecting another site’s mailing list to your WordPress site. So let’s look at how to connect an existing Constant Contact account to your WordPress site.
Constant Contact and WPForms
Once you have created a Constant Contact account, make sure you’ve created a new mailing list under the “contacts tab”. You can always add more lists later. This is actually a key part of marketing as your subscriber base grows. When you segment your lists, you send different, personalized marketing to distinct groups of customers. A personal touch like this goes a long way for lead generation and engagement.
Once you’ve set up your Constant Contact page, it’s time to connect it to your site with the WPForms plugin. This plugin is also integrated with other email marketing services should you use something else. However, the process is still the same.
First, navigate to the “Add New” tab under the WPForms dropdown menu. Once you do this, you’ll be given the option to select your marketing service. Navigate to the tab for the service of your choosing and select “Add New Connection”. With Constant Contact, you’ll be prompted to register your account via a pop-up. Select “Allow” and copy the authorization into WPForms when prompted. Other services may vary slightly but will be similar to this process. After that, your mailing list should be connected and ready to go.
From here, you can further customize your site’s email marketing widgets through WPForms. You can modify what information a form field needs, confirmation notice messages, your email widget’s appearance, and much, much more. Now, let’s take a look at how to effectively integrate this into your site.
A Step-by-Step Strategy for WordPress Email Marketing
Once you’ve got a handle on the software, it’s time to consider strategy.
There are several steps you need to take with your email marketing. Some of these you will take before you send out your first newsletter, while some are a matter of constant updates and adaptations. So let’s give you an overview of what your strategy should look like.
1. How to build an email list in WordPress
Now that you’ve created all the necessary elements for your mailing list, you need to integrate them into your site. When you add your WPForms mailing widgets to your site, make sure they are large and easy to find, but not distracting or obtrusive. You might consider having your subscriber form field as a constant side-bar, at the bottom of every blog post, or on its own dedicated landing page (though the last option might not be best to use on its own).
Also be sure to share your site on any existing platforms you already have. Encourage new visitors to subscribe on any posts you make about the site as well.
2. Composing emails
How you compose an email is your next important step. A marketing email actually follows a lot of the same conventions as a traditional blog post when it comes to engagement: break up the text with images, break it into sections for readability, and make sure you include relevant calls to action.
Other than that, you can also include exclusive offers for products and services or exclusive site content for subscribers. Here is where you would want to consider distinct mailing lists for different categories of subscribers. Make new lists and offer each one a distinct bonus or present the same one to each category in a unique way. Since over 90% of consumers say that they are more likely to stay with brands with personalized advertising, this extra effort is well worth it.
3. Keeping to a schedule
This should be a no-brainer for anyone with marketing experience. Regular updates and schedules are the most sure-fire way to keep visitors engaged with your content. If they aren’t being reminded about your site, it’s easy for them to move on. A schedule will also help keep your expectations and responsibilities in check. Set reasonable goals and make a schedule you can actually stick to. Weekly updates are preferable for marketing, but bi-weekly or monthly updates might be more reasonable for small sites. Eventually, you will want to stick to a weekly model for the quickest and most effective site growth.
After you’ve run your campaign for a while, you’ll want to see if it’s actually effective. A lot of marketing services have native tracking (though you might have to pay for premium plans). They can automatically give you a rundown of your campaign’s effectiveness regarding engagement stats: how many people open their emails, subscriber numbers over time, etc.
You can also do some analysis yourself. There are plenty of WordPress plugins that allow you to track site traffic, revenue, and leads all on your own. You can use these to do some broad comparisons for your campaign’s effectiveness in these areas.
Knowing where your campaign might be lacking is critical for long term improvements. Are not enough people opening your emails? Maybe it’s time to rewrite your email header or subject. Are you not getting enough subscribers? Move around your email widgets or add some new ones.
Other Tips for WordPress Email Marketing
There’s still more you can do to improve your campaign. Here are some final pointers and tips.
Form fields and landing pages
Form fields are the part of your site where your potential subscribers are prompted to enter their email address. The presence, placement, and format of these fields is something that will dramatically impact your subscriber numbers. As mentioned before, make sure the email form field is easy to find and point readers towards it. You might even consider making a dedicated landing page for your site’s campaign.
You’ll also want to consider the language you use in your widget’s prompt. Give readers a call to action, encourage them to subscribe. Maybe even allude to some potential benefits in your blurb. In addition, you can set up a lightbox or exit-intent popups (those splash screens that overlay email form fields on the entire page) via WPForms.
Keep your site reliable
Last but not least, you need to consider some technical stuff. To keep visitors engaged, you need to keep your site up and reliable. You don’t want to lose subscribers due to site downtime, frustratingly slow load times, or any other host of issues that can come from bad site hosting. Fortunately, WP Super Host’s servers are strong enough to carry your site and its email campaign. With great storage, a dedicated support team, and flexible pricing options, you won’t have to be weighed down by bad servers or worry about straining your budget. So visit WP Super Host’s pricing page to compare plans.
To Sum Up
WordPress’s robust plugin system and great technical base make it ideal for anyone looking to run an email marketing campaign. Plus, flexible site creation and dedicated mailing extensions make it easy to customize your campaign to fit any consumer. A personal touch can go a long way for email subscribers, and WordPress with WP Super Host provides just that.