This is a beginner’s guide that will explain what is email marketing, how it works, and how to start email marketing. By the end, you will have a soli
This is a beginner’s guide that will explain what is email marketing, how it works, and how to start email marketing. By the end, you will have a solid understanding of the basics along with the knowledge to use email marketing strategies for your business.
In simple language, Email marketing is the process of promoting products or services through email. It is direct mail sent electronically rather than using a postal service. It is an integral element of digital marketing so let us get into detail for a better understanding.
What Is Email Marketing?
Whenever a brand sends out an email, apart from order confirmation and responses to any of your questions, it can be considered as a form of email marketing. Email marketing is one form of internet marketing, which includes online advertising through social media, websites, blogs, and much more.
Email marketing includes newsletters with recent updates about the brand, or exclusive deals, promotions, or sales for the subscribers. Marketing emails may also be used to deliver a general message on behalf of the company.
Email marketing lets businesses keep their consumers informed and customize their marketing messages to their target audience. In worst conditions, this type of marketing can drive your customers away with repeatedly frustrating spam emails.
Importance of Email Marketing
Now, you know what is email marketing, but do you know why it is important for a business? No, right? Then, let us talk about that.
Although social media and unwanted spam email are growing, email marketing remains to be one of the most effective methods to attract leads and enhance customer loyalty. There are several reasons why you should consider email marketing as your priority, but here are the top reasons:
- Email is the best communication channel. Do you know that nearly 99% of customers check their email regularly? If you consider any other communication medium, we bet, you will not get the same number.
- Your email list- Let us consider a Facebook account. You must be knowing that your Facebook account or any social media account, for that matter, could be deleted or suspended at any time and that too without prior notice. However, with email, things are different. You own your email list. Nobody in this world can take away those leads from you.
- Email converts better- People who purchase products advertised through email spend nearly 138% more than those who do not get any email offers. Email marketing has a great ROI. If you are thinking that social media converts better, then, we would say, think again.
If you want to improve your email marketing skills and enhance your digital skills you can try and learn digital marketing.
How Does Email Marketing Work?
You would be excited to know that it is simple to set up and track an email marketing campaign, which makes it an easy option for small businesses. For instance, you can include a newsletter sign-up option on your website. Once people start signing up, you can your company newsletter to them. You can even talk about your newsletter using social media.
A consistent newsletter is a simple and effective method to send recent updates about your company, any upcoming event, or any special discounts or offers. With email software, you can easily schedule automated advertising emails for consumers who have made any purchase recently.
Email marketing also lets you target specific groups of clients or even specific people. Offering special birthday deals on products and services for individuals is one of the ways to do this.
For instance, a restaurant might send an email to its customers on their anniversaries or birthday mentioning 50% off on an. This type of personalization helps a brand build and maintain a relationship with a client, which can lead to a rise in sales and customer loyalty.
Best Email Marketing Strategies
Effective email marketing demands hard work. Here are a few email marketing strategies for making the most of your campaigns.
Create your list – All you are going to do by sending an unwanted email is turn off those whom you were hoping would become your permanent customers. Whether through your store, website, or an event, make it clear when clients are choosing to receive your emails.
Follow the rules – Email marketers must follow the rules of the CAN-SPAM Act. This act includes having a non-deceptive email subject line, offering an obvious way to unsubscribe, and including your details at the end of an email.
Send a mix of messages – Do not simply send out ads to purchase every time. Think about building a rapport with your customers. You can do this by sharing your experience, offering them some useful tips and insights. Share information that will help them understand you and your company better.
Appreciate your subscribers – This is important. Treat your subscribers well. Always keep in mind that the people with whom you are communicating have trusted you by sharing their personal information. You should respect them. If you want them to become your brand’s loyal fans, then, yes, you need to make them feel special.
Stick to a schedule – If you are following a schedule, make sure you follow a schedule. Sending emails at the same time and same day every week will help your subscribers understand what they can expect from you and at what time.
Mobile optimization – Several studies conducted by marketing analysts have found that more than half of the emails are read on mobile. This means, your email does not open properly on different mobile platforms, then, be ready to lose half of your customers.
How to do Email Marketing?
Now as you know what is email marketing, strategies, and its benefits, we know, you must be eager to start email marketing. Any idea how to do that? Let us get started.
Email marketing is made of different moving pieces, but do not get scared, it is not complicated. We have divided it into simple steps to make it easy for you.
Create your list-
Before you start sending emails, what is the most important thing you require? Yes, you guessed it right. You need people to whom you will send emails. So, how to build your email list?
Start by adding a form or banner to your website asking people to subscribe. Next?
Offer an incentive –
Imagine email addresses as a currency. Will you spend money for free? No. Offering an incentive is the easiest way to collect an email address.
There are plenty of ways to do this. Some decide to offer something for free whereas others just offer a newsletter or an update about their products or services.
You can even offer an eBook, checklist, a whitepaper, or something which can be downloaded. Giveaways and contests are another way using which you can convince your customers to share their email addresses.
This is where a catchy call-to-action comes into play, and yes, in this context what else is important? Right, copywriting.
Create your credibility, define what the emails contain, and make people excited about receiving your emails.
Just posting “enter your email address for receiving regular updates” is not going to excite customers. Instead, share the details.
By sharing a certain call-to-action or mentioning the benefits a customer will get if they share their email address, you can get more and more customers to subscribe. Some of the common methods to ask people to sign up are:
- Free downloads
- Email series
- Update lists like product updates and new releases
- eBooks or whitepapers
Whatever the incentive is, make sure you mention it clearly and promote it in the best possible manner.
Offer great content-
Remember one thing, email marketing is all about expectations, and it is totally on you how to set them.
If you have a catchy call-to-action and you follow up with your customers consistently, then the chances of you having a successful email campaign are high.
However, if you promise them to send one email every week and rather send them one daily, then you are moving towards failure. On the other hand, if somebody is expecting regular updates or any updates about your product and you do not send them any email, then in that case they are going to be upset.
This is the reason why it is said that a follow-up email is important for the success of an email marketing campaign.
Now as you have the basic understanding of an effective email campaign, let us discuss how you can move to the next level.
Using analytics and segmentation to improve your broadcasts and produce better results than a general campaign.
How to Use Email Analytics?
Every email service provider offers complimentary analytics. Though all of them are important, the three most vital ones are click-through rate, open rate, and unsubscribe.
Open rate defines how many people have opened your email. It is based on a specific tracking pixel that starts loading when a user clicks on your email message.
Open rates will tell you how good your relationship with your customers is. Well, people are excited to receive your emails and read them immediately.
If the open rate is low, it generally means that the number of unengaged subscribers is high. You must work harder on offering more value to customers.
Next is click-through rate (CTR). This shows the number of people who have clicked on a link present inside your email.
If the CTR is low, it signifies that your message is not targeted enough or is not getting through to your customers. In such a situation, you must focus on how you can improve your copy.
Ultimately, an unsubscribe rate tells you about the total number of people who have clicked the “unsubscribe” button. If your unsubscribe rate is high compared to your opt-in rate, it means you have built value to your brand and you have good content, but, yes, you have many other things to do.
Essentially, you have created a filter, and people who sign up finally leave. If this is happening with you, try to find when your customers are leaving and plan your actions based on the findings.
If you find that they are leaving after receiving a specific automated email, then work on that part. If they are leaving after they receive marketing messages from your end, then maybe you should work on the way how you present your offers.
Email analytics are important because if used the right way. They will provide you insights into what you are doing wrong.
If you have been avoiding email marketing, it is time to buckle up and reassess your approach.
Email marketing offers huge returns for advertisers who are interested in learning how to do it the right way.
The first thing you need to remember is you are a guest in your subscriber’s inboxes. Your emails are one click away from losing their attention. So, be respectful, polite, and always deliver value to your subscribers.
Remember, there is no specific rule for booting email marketing. It is all about finding what works for you and your brand.
Ultimately, you can move to email analytics and segmentation once you understand the basics. You can start by sending different types of emails to various groups of people so you will be able to deliver many useful emails.
What email marketing strategies keep your subscribers engaged? Please share your thoughts with us.
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