In business, email marketing has become the most essential tool for growth. Reports indicate that in 2024, there were 4.48 billion email users, a number projected to reach 4.89 billion in 2027. Additionally, 44% of marketing professionals report that email is their most effective channel.
These numbers are a strong enough reason for beginners to enter this niche. That said, while the opportunity is attractive, there is some responsibility, particularly in handling customer data. If you’re just getting started, here are a few practical tips and tools to help you enter this industry securely.
Choose the Right Email Marketing Platform
The first step is choosing the right platform. “Beginner-friendly” matters, but it should not be the only requirement. Pay just as much attention to the security tools it includes.
At a minimum, pick a platform that supports multi-factor authentication (MFA), so account access is not protected by a password alone. If you’re sending an email on behalf of a business or organization, you should also confirm that it supports SPF, DKIM, and DMARC. These email authentication standards work together to verify your messages, reduce spoofing, and protect your brand’s reputation.
Understand Email Performance
Before you start chasing numbers, you’ll need to understand what success looks like. Getting larger numbers is what most of us want to see, but there comes a point when something becomes unreachable. On average, the conversion rate ranges from 2 to 5%, with welcome emails at around 3%.
The most important thing to understand is that email marketing delivers 3,600-4,000% ROI, which is significantly higher than any other marketing channel. With 86% of your messages reaching inboxes and 7% going to spam, it's clear why knowing the metrics and choosing the right platform are crucial.
Rely on Safe Analytics Tools
When it comes to analytics, you’ll want to have all the numbers because they can help you tweak your campaigns. Getting reports on open emails, clicks, and unsubscribes is what you’ll want to see because you’ll be able to make comparisons. Many services offer these comparisons with current trends, so you’ll be able to tell if your campaigns are doing well or if you’ll need to make improvements.
The key thing to pay attention to is how you use them. Dashboards contain sensitive data, which should be treated with care. Collect only the data you need, and ensure you anonymize the exports as much as possible. In addition, you’ll want to limit access to these, so don’t send them to anyone.
Cybersecurity Essentials
Cybersecurity tools are recommended for a regular user, but for email marketers, they’re a must. Marketing platforms store large volumes of customer data, making them attractive targets for cybercriminals. This is why a VPN is the most essential tool in your arsenal for keeping you and your customers’ data safe.
A strong password and multi-factor authentication are a good start, but with a VPN for your PC, you're protected wherever you work. These services create an encrypted tunnel through which all your data passes, so even if an attacker intercepts it, the data is useless to them.
Collaboration Tools
As you grow, you’ll need to consider collaboration. More team members means they’ll all need to access documents and communicate in real time, where modern collaboration tools can help.
Most are designed to support sharing sensitive details, client information, and strategic plans, and offer integrations for document editing. These tools not only help keep things safe but also make things easier, especially as your team grows.
Data Compliance and Regulation
Privacy is a hot topic these days, and since you’ll be working with data, it’s essential to ensure you comply with applicable regulations. Collecting only the necessary data and using strong, encrypted passwords are crucial. In addition to that, you’ll need to make sure you do regular audits of mailing lists and data storage to ensure you avoid breaches.
Starting with the right platform, leveraging analytics and collaboration tools, and implementing essential security practices, such as using the best VPN for Android or your iOS device, lays the foundation for a professional and trustworthy email marketing business. This helps ensure growth without risking your client’s data.
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