Much like cold calling, the benefits of email marketing cannot be understated. From increasing brand visibility to driving traffic to your website or store, email marketing is a powerful tool that every business should use. But for it to be effective, your employees must understand how it works and know how to use the right tactics. That’s why proper training is so important.
Here are four ways to train your employees in email marketing.
Evaluate Current Knowledge
Before you start training your employees, assess their existing knowledge and skill level. This is how you’ll identify the areas where they need more instruction or practice.
You can do this by asking questions about email marketing, conducting online surveys, or even administering a brief written test. For example, you can ask questions about the types of campaigns that are effective, how to write compelling subject lines and content, or what metrics should be used to measure success.
Create a Training Plan
Once you’ve evaluated your employees’ current knowledge, you can create a training plan that caters to their individual needs. Keep in mind that not everyone learns the same way, so it’s important to incorporate different methods of instruction.
For example:
- Lectures: Use lectures to provide an overview of email marketing, how to create successful campaigns and how to measure their effectiveness.
- Videos: Create videos that demonstrate best practices for creating campaigns, using design tools, etc.
- Hands-on activities: Have employees build their own email campaigns with guidance from an expert.
Depending on the type of email campaigns you are running, you may also want to include different topics in your training plan such as segmentation and personalization.
Provide Tools and Resources
In addition to instruction, it’s important to give your employees the tools and resources they need to succeed. This could include access to email marketing software, templates, and design tools. You should also make sure that they have access to any reference materials or documents that may be useful during their training sessions.
For example, if you are using an email marketing platform like Mailchimp, give your employees access to their tutorials. This is a great resource for finding tutorials, best practices, and troubleshooting tips.
Evaluate Employee Performance
Once your employees have completed their training, it’s important to evaluate their performance. You can do this by asking questions about what they learned and how they are applying the knowledge in practice. This helps you identify any areas where they may need additional instruction or guidance.
There are several ways to evaluate employee performance. You can use a survey, give them a quiz or have them complete an assignment. For example, you can ask them to write an email campaign from scratch and assess it based on the criteria you outlined in the training plan.
Email marketing is an incredibly powerful tool, and it’s important to make sure your employees are properly trained. By evaluating their current knowledge, creating a tailored training plan, providing them with the necessary tools and resources, and evaluating their performance at the end of the training period, you can ensure that they have all the skills they need to succeed with this form of digital marketing.
