Email Marketing

Email marketing is among the most effective promotional channels in the sphere of digital marketing. It enables businesses to communicate with the customers directly in their inbox and also cultivate leads since the relationship is not necessarily immediate. In this email marketing guide, we’ll be talking about all the essentials that you should know about this marketing technique.

What is email marketing?

Electronic mailing is a form of Internet marketing that involves using email to pass information about products or services to customers. The purpose of the email is to engage the subscribers and convert them into action with a potential for loyalty.

Email marketing is useful for providing information on new products or services, tips on needed products, making special sales offers or announcements of a sale, asking contacts to share information on social networks, and more. You can easily categorize your lists, and the messages you send can be customized for different audiences depending on their age, interests, previous purchases, and actions.

Benefits of Email Marketing

Here are some major benefits of using email marketing for your business:Here are some major benefits of using email marketing for your business:

Affordable: It is cheaper to use email as a channel of communication than the other conventional methods, like the paid advertisements. You only pay for the email service provider without extra charges per lead or click.

High ROI: It is estimated that for every dollar invested in email marketing, the return on investment is $42. Consequently, it has high returns since it is cheap and has high conversion rates.

Establishes Connections: The use of email as the primary means of communication is effective in strengthening connections as people become familiar with your brand after some time.

Promotes Branding: Use the emails to share your content, products, and the sales you have to make more people visit your website.

Opens & Clicks Leads & Sales Calls-to-action within emails collect responses from subscribers and convert them into paying customers.

Email Marketing Statistics and Facts

Here are some key email marketing statistics to consider:Here are some key email marketing statistics to consider:

There are about 4.3 billion email users globally by the end of 2019.

281.8 billion emails sent and received per day.

The return on investment of email is 122%, which is considerably higher compared to other marketing methods.

According to research, 70% of B2B marketing emails are read on mobile devices.

About 58% of all revenues are attributable to segmented and personalized emails.
What can be observed is that email marketing is very promising because of high open and conversion rates. But since the majority of individuals worldwide continue to check their email every day, it continues to be an essential communication platform for enterprises in the year 2020 and beyond.

How to Build an Efficient Email Marketing Campaign

A successful approach to email marketing is to utilize effective tactics for campaigns that reach your subscribers and entice them to respond. Here are key components of an effective email marketing plan:Here are key components of an effective email marketing plan:

Identify Goals

Specify your goal properly. These are normally aimed at enhancing brand recognition and recall, creating leads and managing them, enhancing customer loyalty, and sales promotion through the use of email promotions.

Understand Your Audience

Construct buyer personas to categorize your lists concerning features like job descriptions, geographical area, age, and gender, besides behavioral aspects such as previous purchases and site visits. Share contents that address the needs of each segment in the market segment.

List Building

Increase your subscriber count by placing more CTAs on your website, linking with popup form software, creating opt-in offers on social media, and giving rewards to potential subscribers.

Email Design & Copywriting

Subject lines, tailored message, proper content/graphics, and clear CTA are the primary components that lead to better open and click-through rates, and therefore conversions.

Automation Workflows

There are examples like welcome mail series for the new contacts, browse abandonment sequence for those who left the site without making the purchase, re-engagement campaigns to subscribers who are inactive, and so on.

Analytics & Optimization

Instead, utilize comprehensible email metrics such as open rate, click-through rate, bounce rate, and unsubscribe rate to get the job done right. Experiment with copy, layouts, subject lines, images, and offers to enhance email effectiveness.

Staying Compliant

Respect email standards such as the CAN-SPAM Act or GDPR to increase trust and protect the sender’s reputation. Have a clear unsubscribe option, make sure people subscribe for the list, do not use purchased lists, and identify the commercial character of the message.

Staging a Successful Email Marketing Promotion

Now that you have your strategies in place, let it go for successful and impactful email marketing. Follow these best practices for your campaigns:Follow these best practices for your campaigns:

Subject lines that change dynamically are very important.

• In the event the content and offers can be personalized, this is good for hiking engagement.
• A call to action must be highlighted appropriately and be easy to identify.
• Post various types of content—ads, informatives, questionnaires, etc.
• Use pictures, diagrams, clips, etc. where necessary for better perception.
• In this case, you should use A/B testing to decide when is the best time to send emails.
• Utilize email automation in event-triggered campaigns.
• Include email in your social media and other marketing activities.
• Check the results after sending them to understand which aspects need improvement.
• Using Email Marketing Services.
• Instead of handling email marketing independently, there are email service providers available.

Some popular platforms include:

Mailchimp is an online tool for sending email campaigns, personalization, and tracking statistics.

• Constant Contact: It is a cheap solution that would help small businesses design and launch email newsletters.
• AWeber: Allows you to expand your lists, divide your contacts, and send multi-step campaigns across different channels.
• ConvertKit: The choice of bloggers and influencers who want to engage their audience and promote products or services.
• Campaign Monitor offers marketers the tools to create beautiful email marketing campaigns with the help of their templates.
• ActiveCampaign is an email marketing automation tool with a built-in CRM and sales tools.

Conclusion

As illustrated in this guide, email marketing is still a crucial customer contact method. When choosing the right emailing approach depending on your objectives and capabilities, brand recognition, higher quality leads, and prospects’ nurturing through the complete lifecycle can be reached, as well as more frequent repurchases and long-term revenue through the use of email marketing.

Employ corporate email solutions to filter and customize communications, apply rules and controls, and track metrics to optimize your strategy. To sum up, it is possible to achieve the highest level of effectiveness in email marketing with some planning and testing.

- Written By - Natasha Singh