We’ve all sent out countless emails, but have we ever really given much consideration to what the email succeeds in doing? When we send an email, our goal is simple—to inform and persuade the receiver to do what we want. More often than not, people read emails out of obligation. They see a sender’s contact information or simply skim through the text at best, looking for usable victim addresses.
Email marketing is one of the best ways you can promote your business and generate leads. Unfortunately, many small business owners don’t take advantage of this simple technique because it sounds too complicated. But if you’re smart about it, email marketing can be surprisingly easy to do – which is why we’ve created this blog post to help walk you through everything you need to know!
Compared to other channels, email delivers a higher ROI and delivers faster. E-mail serves as an essential channel for communicating with customers. To be successful with email marketing, you need writing, design, and analytical skills. These skills are cross-channel and can be applied to social media and other types of digital marketing.
Email marketing is like having a storefront for your business. It’s the place where you can promote your products and services. It’s also the place where you can communicate with your customers, tell them about your latest promotions, and build a sense of community around your brand.
The advantages of email marketing are many. Here are just a few:
You own your email list—when you use social media to communicate with your customers, you don’t own those connections. They could disappear at any time! When you have an email list, it’s yours forever (unless people unsubscribe).
You’re building a direct connection to your customer base—they can choose to be part of it or not. You don’t have to worry about the algorithms that power social media platforms changing without warning, which can reduce the visibility of your content.
It doesn’t cost anything except the time it takes to write an email—and if you automate certain portions of your email strategy (like sending out welcome emails when someone signs up, then drip messages at specific intervals), then even that doesn’t take much time!
It’s easy to track how effective your emails are using analytics—you can tell how many people open them, click-through links in them, and more.
Table of Contents
Objectives of this article
If you’re new to email marketing, or you’d like to learn more about the fundamentals of it, this article would be a great resource. Before you start your email campaigns, you should do a search on Google, check out any relevant articles that catch your eye, and read through this one to understand how it applies to your industry.
As you read this article, you will learn the unique role email marketing plays in marketing, its overall reach, and its capabilities compared to other channels.
The article seeks to accomplish the following objectives:
- Explain how email is becoming increasingly valuable
- Compare and contrast the unique advantages of email as a channel
- Identify the main benefits of email marketing
- Identify the most effective email sending methods
Introduction to Email Marketing
Email marketing is the practice of sending marketing messages via email to prospective and current customers. The goal is to sell, educate, or build customer loyalty.
There has not been a change to an email in years and it does not belong to any organization. Despite this, it remains an effective and popular channel. Because people like being kept in the loop, they like receiving emails. E-mail is a great tool to maintain strong customer relationships. Thanks to technology, data, and marketing automation, email is one of the top marketing tools in today’s disruptive marketing generation.
A customer’s most personal and valuable messages are delivered to them via email, the only channel that can get into their inbox. This is the essence of email’s power. However, it is also necessary that you use all available tools to make those messages stand out from the rest of your inbox. Some too many marketers don’t, and that undermines the channel’s effectiveness.
Email Marketing vs Social Media Marketing
With the advent of social media, online marketing has become more prevalent. This is not surprising-social media offers the capability of quickly reaching new audiences around the world, and potentially going viral at the same time.
As a comparison, email marketing has been around longer. This might not seem as exciting as social media on the surface. However, underestimating the power of email could result in serious losses. There is no sign that email will disappear anytime soon, as it has remained very much alive throughout history. Despite social media’s many benefits, email can be even more effective.
According to industry estimates, email marketing has a 4200 percent ROI compared to other channels. Mailings are estimated to generate 42 dollars for every 1 dollar spent – an extremely high return on investment. In second place comes social media, with an approximate average ROI of 30 percent.
Choosing the right target is another major factor. It is more likely that your marketing materials will be successful if they are correctly targeted. Using email, you can segment your list in a variety of ways to target specific demographics. In addition to being able to control who sees your promotion, paid social media ads to offer sophisticated targeting options as well. On the other hand, organic social media offers little to no targeting potential, since you can’t control who sees your posts.
So you shouldn’t bother with social media marketing, right? Absolutely not. Taking an overall marketing approach, email marketing might be stronger, but social media remains a great tool for reaching new audiences and building your list.
Affiliate marketing, digital media promotions, and other forms of advertising are some of the most efficient forms of marketing on Earth. Utilizing emails as a way to promote (and advertise) your business can be extremely beneficial. The main objective here is to help you better understand why to properly utilize email marketing in your site’s promotion strategies.
The Growing Importance Of Email In Marketing
Because email takes place over the Internet, it can be harder to control than traditional marketing methods because you don’t have physical control over the day-to-day operations of your campaigns and do not always know who your audience is. Emailed advertising may not yield the same results as traditional marketing methods, such as billboards and newspaper advertising. However, for many companies and organizations, emailing their clients and customers is a crucial way to stay in touch with them.
Email can also be used in a variety of creative ways: promotional emails are sent that combine design and functionality; newsletters are used to inform subscribers about new products or services; daily emails notify customers about various updates at their organization (like the status of a project or a merger), or emergency notifications are sent out to warn customers that their car has been broken into or a package has been stolen.
Email marketing offers many benefits, including cost-effectiveness when compared with other digital marketing channels; return on investment can be determined fairly quickly; industry statistics regarding customer retention rates make an accurate ROI quick to determine; subscriber value can be gauged fairly quickly; increasing customer loyalty by integrating special offers within functional email newsletters is easy to accomplish. There are many ways that marketers can “hook” their customers into purchasing products or Email is becoming increasingly valuable as a marketing channel. It offers the greatest number of benefits to both consumers and businesses. Existing email providers are adapting to this new reality. But here’s the catch: when you’re starting out, you need to decide which emails have the most value for your target audience.
The value of an email is increasing for the following reasons:
- An email has become the gold standard for marketing and communicating with brands.
- It has the potential to increase digital reach across a variety of channels and devices.
- In the preferred scenario, permission-based marketing is used.
- An email has a greater conversion rate.
- It produces a higher return on investment as discussed earlier.
- The likelihood of acquiring a new customer is twice that of social media.
- Allows you direct contact with your audience.
- Gives you greater control.
- Enhanced personalization capabilities.
- Easily measurable and scalable.
Email Best Practices
- You are more likely to be recognized if you send an email through the brand name.
- Sending emails from multiple employees is not recommended.
- Make it easy for brands to build relationships by including their name in the sender field.
- Be consistent when it comes to the sender’s name.
- Brand names need to be prominently displayed.
- Ensure your company emails are up to date by checking:
- Contact information for an organization, particularly the “from” field.
- The signature line at the end of every email.
- Sending email campaigns with “from” identification.
- For consistency in “from” identifying forms, registrations, and purchases, utilize autoresponders.
- Don’t be afraid to experiment and deliver your emails at the right time.
- Determine the appropriate email frequency.
- The sender’s address should never be a no-response address.
- Don’t forget to time-sensitively send your emails.
- Send an email drip campaign to onboard the users.
- Make your email campaigns more effective by A/B testing.
- Send different emails to different segments of your list.
- Double-opt-in is a good practice.
- Make your email list as clean as possible.
- Provide an easy way for your audience to unsubscribe.
- Ensure that your email copy is engaging.
- Utilize high-quality visuals.
- Make the preview text more optimized.
- Clearly state your call to action.
- Building trust through storytelling.
- Take the time to create your own list.
- Encourage subscribers to remember why they signed up.
- Be a proactive promise maker and keep your promises.
- Make your landing pages more effective.
- Subscribers should have compelling reasons to click the CTA.
- Dates for special occasions should be planned in advance.
- Take advantage of the curiosity gap in your subject lines.
- Make your email campaigns more personal.
- Create an automated message system.
- Email subscribers should receive rewards for being loyal.
- Boost your social media presence with email marketing.
Benefits of Email Marketing
In today’s marketing landscape, there’s no escaping email. The reason it remains so prevalent is simple: email works. It’s an excellent way to stay in touch with existing customers and find new ones.
But what makes email effective? Here are some of the key benefits of this channel:
-Low cost (relatively speaking). When compared to other marketing channels, email has a relatively low cost per contact. It also offers a high return on investment (ROI) if done correctly. In fact, the average ROI for email marketing is $42 for every $1 spent as discussed earlier.
-High reach. Research has shown that 81% of online shoppers prefer to receive promotional messages via email, which means that effectively creating and sending emails can help ensure you’re reaching your audience where they want you to be: in their inboxes.
-Personalization capabilities. Email gives marketers the ability to personalize messages in ways that other channels don’t. From segmentation to A/B testing, if you can think of it, an email platform can probably do it (or get you pretty close).
-Easy integration with other channels. Email is great at integrating with other channels and platforms, meaning it’s easy to use as part of a larger strategy without spending too.
Email marketing is a great way to get a message out to your customers without the associated costs of many other forms of advertising. You can send out emails as frequently as you like (daily, weekly, monthly, or otherwise) and customize your recipient list so that you can target specific groups with particular messages. You can also set up autoresponders, which are automated emails that are sent out upon certain actions.
For example, if someone signs up for your email list, a welcome message can be automatically sent out to them. If they purchase an item from you online, an email can be sent out when their order has shipped. There are lots of ways that email marketing can work for you!
You’ll also find it really easy to manage your email lists from within your organization, and there are lots of great tools and resources to help you figure out what kinds of messages will resonate with your audience.
To Wrap Up
In the end, email marketing remains one of the best tactics for marketing your products and services. Although some users find email less convenient than others, email is still an excellent technique. A little creativity will allow you to engage your audience in new and interesting ways, which will ultimately lead to more sales. To summarize all the perks of email marketing are fairly straightforward. This article does not attempt to determine what specific methods are most effective, what font style, as well as other design elements, should be used, or how to approach email campaigns beyond that. Think of it as a basic primer, the one-stop-shop to start your journey into email marketing.