Email Marketing has the power to transform an unknown brand into a household name if the execution is correct. But, for your marketing emails to perform as you intend them to, you have to understand the basics of email marketing.
In this simple guide, we will explain what email marketing is, how you can get started with emails and how you can use email marketing to grow your business.
What is Email Marketing?
Email marketing is a channel of digital marketing that involves establishing and cultivating relationships with a target audience through email communications. If you want to market your company online, email marketing is a great way to get started.
Even with the rise of social media, affiliate marketing, and SEO, email marketing remains the most effective one-touch-point marketing strategy.
Because Email Marketing allows you to strategically cultivate relationships with leads and customers (old and new), it is your golden ticket to interact directly with them at their convenience. Super Office emphasizes the effectiveness of email marketing by stating that for every $1 spent, you can expect a return of $51.
Why Email Marketing is Important
If you are in business to profit and continue staying relevant to your customers, you must incorporate email marketing into your marketing mix.
Remember, marketing is about solving a problem or helping customers achieve their goals. It's about building a relationship with your customers and creating value for them.
Here are some more reasons to convince you how vital email marketing is to the success of your business:
Email Marketing is Cost-Effective
If you are looking for a way to spend less, but get more, then email marketing is the perfect channel for you. In fact, it is one of the most cost-effective digital channels, and Campaign Monitor assertively says that your investment in emails will produce an ROI of 4400%. This means, for every dollar you spend on your email marketing campaign, you will earn $44.
Email Marketing Can Help You Personalize Your Customers Experience
Customers are growing more and more finicky by the day. So, if you want to give them a personalized experience, you must build a relationship with them and understand what they want. An excellent way to create a personalized experience for them is by sending relevant offers and information.
Moreover, you can also send them timely feedback related to their purchases and conduct polls to understand what they want from you. Email marketing allows you to personalize your customer's experience by sending them targeted emails.
With emails, you can improve the experience of the customer. For instance, "Hello John" sounds better and warm than a general social media post. And for emphasis, personalized subject lines boost open rates by 50%, according to Data Axle.
Email Marketing Offers a Precise Approach
After building your email list (more on that later), you ask your subscribers to confirm their subscription. This shows that the people who verify their subscription have consented to receive your emails and are interested in what you have to offer. This is a big win for you because the whole point of going into business is to turn interested people into loyal customers.
It is Easy to Use
A significant incentive for email marketing is its ease of use. It is simple to create an email marketing campaign. Create stunning email templates, landing pages, and marketing automation workflows without having to code a thing! Even if you don't know how to design, you can take advantage of ready-made templates.
Email Marketing is a Convenient Medium to Reach People
According to research by Adobe in 2016, email is the preferred method of receiving brand offers among consumers. And it is easy to understand why this is the case because of the convenience it affords individuals. For instance, a well-executed email marketing campaign will ensure the email is relevant and not intrusive. The customer can choose when to open the email, read it, or unsubscribe if there is no lingering interest.
It Has a Powerful Reach
Furthermore, Adobe's study notes that mobile devices are driving the continued rise in email use. 90% percent of millennials access email primarily via their smartphones, more than any other age group. Moving away from this research by Adobe a bit, these days, almost everyone that can be influenced by digital marketing spends approximately six hours on their phone daily.
Therefore, your potential customer base is vast, and you can reach them with your marketing message on their phone. This further supports the fact that email marketing is more effective than social media channels because your message has a far more intimate reach.
It is an Automated Approach
Custom workflows can be built for your campaigns using marketing automation. A drag-and-drop editor can be used to create any type of automated email marketing campaign, with conditions, actions, and filters for the communication flow.
Email Marketing Makes it Simple to Track and Estimate ROI in Email Marketing
Email marketing is a perfect way to track and achieve ROI because with the email; you can track open rates, click-through rates, unsubscribe rates, etc. Email marketing also allows you to measure the impact of your outreach campaigns. With email marketing, it is easy to track the ROI and understand how effective a campaign is.
Well, with all these benefits (and many more) provided by email marketing, you can see why it is essential to businesses that want to increase profits.
Email Marketing Strategy
Email marketing strategy is defined as a plan explaining what you want to accomplish with your marketing emails. It's necessary to make your email marketing strategy before you start writing and sending emails.
An email marketing strategy is key to a successful email marketing campaign. If you want to bring in maximum traffic from the email, you must have an effective plan.
The steps to putting your email strategy in place include:
Build Your Email List
Before you can begin writing and sending emails, you will need to build your email list. An email list is a list of email addresses collected from various sources, such as customer contact forms or other places on your website. Collecting emails from website visitors is one of the most reliable ways to build an extensive email database.
As someone who is just beginning the email marketing adventure, you may be wondering how to build an email list. Your worries are over. You can create your email list organically by:
Offer Incentives: To build your email list, you will need to make people understand why they should leave their email addresses with you. You can do so by offering incentives in exchange for signing up for your email list.
Ensure that the incentive is valuable enough because this could make the difference between getting a few emails and hundreds of emails. Some incentives can be a free download, discounts, newsletter updates, gifts,s or any other encouragement that will have enough value for your target audience.
Follow Email Marketing Regulations: Before you get started, make sure that you are familiar with all the regulations related to email marketing. Make sure that your emails are following the CAN-SPAM Act of 2003 and other relevant laws.
Ensure to provide the double opt-in option to confirm their subscription and make it easy for people to unsubscribe.
Suppose you have successfully built an email list, congratulations! Now comes the hard part - keeping your subscribers happy and interested. The primary key to ensuring your unsubscribe rate is not through the roof and your emails are not being sent to the spam folder is by providing valuable content.
Your target audience will be much more inclined to visit your website and purchase from you if they receive emails that are interesting and relevant to their needs.
This places a great deal of importance on the follow-up email. An excellent point to begin is with a welcome email. Send a welcome email to your new subscribers immediately after adding them to your email list.
The welcome email should explain what will be on your mailing list and what to expect from it. Most email providers offer you the option of creating an automated welcome sequence, so use it to good advantage.
After getting over the line with your welcome email, you may be tempted to start pitching immediately - after all, that's the end goal. But you will do well to avoid the urge.
If you jump into selling and take people by surprise, you'll lose contact with your audience and send emails that will be ignored. Before they signed up, there was a promise you made to them. Keep that promise and take your time to build up to sales. Find that balance.
It's a much better idea to build relationships with people through your emails. Add value first; pitch later. And lastly, you will want to deploy automation cautiously.
Analytics and Segmentation
Once you have your list, you will want to put together a more detailed email marketing strategy. The main reason for this is to leverage the power of data to provide helpful information about your prospects. The more information you have, the better decisions you can make about what your prospects want.
Two great ways to use analytics and segmentation in your email marketing are to report on activity among segments and find out which emails are working. This process starts with building a solid foundation of what you already know.
Here are your primary goals:
- Use your database to identify the needs of different subsets of customers, such as geographic location, industries served, or their age.
- Use the data to determine which campaigns are working and which ones are not.
Implement Email Marketing into Your Marketing Mix Today
To sum it up, email marketing is a great way to market your products and services to your customers. You can only get the results you want with this marketing method when you have a clear strategy in mind and then start implementing it in your business.
Implementing email marketing will bring in new customers, increase your sales, and build a strong base of loyal customers.