Marketing has numerous structured and unstructured aspects. It’s up to you to decide how you can utilise these aspects to promote or disseminate your message in the best way. Email marketing refers to the sending of promotional or commercial messages through email, to a bulk of contacts who have given their consent, in some way shape, or form, to receive these emails from you. Businesses collect the data (email addresses) of their targeted customers and use email marketing for lead generation, brand awareness, driving sales, and building a community around their brands. Email marketing is a powerful direct marketing channel that uses emails to promote a product or service.
This form of marketing assists businesses by creating a communication channel between a brand and its target audience, driving traffic to your website, social media, blog, or anywhere else that you want your audience to visit. Additionally, you can categorise your emails and target audience based on demographics, age, gender, profession, interests, etc.
How have successful businesses used email marketing?
An important part of developing new sales leads; email marketing is an approach that helps you to connect with your existing or target customers on a more personal level by sharing information that is relevant to them. A smartly designed email marketing campaign is low-cost, action-based and focused. Here are some good examples of how some brands have utilised email marketing for their business goals.
The email template created by Drift shows that a precise and to-the-point message can engage the audience. The campaign received tremendous results, as 75% of email recipients opened the email, and 25% responded. People usually know that these are machine-generated emails, but this email successfully broke this mindset. Though the message inside the email was probably automated, it was conversational and incorporated a personal touch.
People tend to respond to valuable and relevant information, and PayPal’s email campaign is an excellent example. It is a piece of clever and well-crafted information that provides the audience with a solution to their genuine problem.
Uber has framed the information related to its new offerings and deals concisely, so that it is engaging and valuable to the audience. The template design syncs with their app’s design and provokes a call to action. You can use Uber’s example to learn how to deliver your message through visually-appealing content that gives the audience a better understanding about your offerings.
Email marketing vs other marketing channels
Email marketing is an incredible tool that enhances and complements your other marketing strategies. When a prospect signs up for your email newsletter, you have successfully established a sustainable communication channel between you and this potential customer.
People take a break from their social media channels for a few days, weeks or months, but they frequently check their email accounts. Surveys have reported that people check their mailbox between 6 to 20 times a day. Therefore, undoubtedly, email marketing is the “key to the door” of marketing success. Here are the reasons why it is a leading marketing channel.
Social media accounts for your business is the new normal, but you need an email ID to create a social media account, and to sign in to different applications that make your life easier. Even though people use platforms like Facebook, Twitter and LinkedIn extensively; everyone owns a profession-based email account. As per statistics, the number of email users will reach 4.6 billion by 2025.
Emails have a tremendously positive delivery rate compared to other marketing channels. Only 2% of your followers will see your posts on Facebook as the platform keeps updating users’ news feeds. The figures on Twitter are even worse. Contrastingly, the delivery rate of emails are estimated to be around 90%. Though it doesn’t indicate that the receiver will open the email, email marketing offers a far better chance to convey your message to prospects.
Good Click-through Rate
The average CTR for a viral Facebook post is 2%, while average posts get 0.5% CTR. Click-through rate or CTR is the number of clicks that your ad receives divided by the number of times your ad is shown. Therefore, if you have 1000 followers on your Facebook page, on average, 20 of them will respond to a particular post. On Twitter, the average CTR is between 0.11% to 0.55%. However, CTR is higher on paid posts and groups with fewer followers. On the other hand, Constant Contact estimates that email marketing campaigns in all industries have an average open rate of 29.55% and CTR at 1.27%.
Great value for your content
When you share a post or piece of content on social media platforms like Facebook, LinkedIn, and Twitter, you can’t target an extensive audience base to which you can convey your message to. Further, you must keep your content short and often rely on pictures to capture people’s attention. Emails allow for greater depth since people expect to spend time reading them. As a result, you may compose blog-style content for emails that redirect the reader to websites, promotions, or just free incentives.
If you send these emails at the correctly-analysed time i.e., when people are most likely to read them, you have every chance of building a strong customer base, especially if you target them with follow-up newsletters as well.
Quality of traffic
When it comes to generating quality traffic, few marketing channels can beat email marketing. Social media channels are packed with bogus profiles and bogus accounts. Even if you are running paid campaigns, there is a high probability of getting irrelevant traffic. If you’re trying to reach professionals like CEOs, managing directors, human resource professionals, and operating directors, you know that everyone has a work-based email address and are therefore accessible.
Email marketing strategies and tips to enable max email conversions
Effective yet value-based email marketing isn’t a tip/trick/hack-based strategy that has been overlooked. Even if you have a smaller marketing budget or your competitors are industry giants, you can still create an effective email strategy. Here is how you can create an effective email campaign based on that successful model.
- Create a decent headline that will make the reader curious. Ideally, this should be something that you can adapt to your business model.
- Provide your prospects with useful information that simultaneously solves their problems and promotes your business. But, before this;
- Define your prospects, understand their needs, and customise your email campaigns accordingly. Analyse the approximate milestones for your specific industry and create realistic goals for your campaigns.
- Choose how frequently you aim to approach your audience.
- Remember to track the performance of the different emails you send out. Carefully study each significant statistic, and make minor modifications to your communications to generate greater impact.
Warnings before beginning your email marketing campaign
- Avoid using your primary domain otherwise, you will end up getting blocked for spam.
- Warm-up your email account to stay out of spam. Email service providers like Gmail and Outlook contain intelligence algorithms that are aware of your email sending history. If you send too many emails from a fresh account at one go, their algorithms will mark you as spam. Therefore, you must have a warm-up plan. For instance, here is a warm-up plan that you can refer to when you begin your first campaign.
|Mailing Day||Volume||Batch||Creative Series|
The abovementioned warm up plan provides a recommended path for warming up an email by beginning with sending only small batches of emails so as to enable your emails to fly below the spam radar!
- Do not use commercial phrases and complicated words because spam is essentially an attempt to hinder commercial advertisements. The terms that are commonly used in such communications must be avoided, and a casual and conversational tone should be adopted.
- Avoid using false subject lines and fake header information. Inform receivers of your location and how to receive the follow-up emails.
- They are more likely to land up in the spam bin when you send HTML messages. A simple solution is to provide a text-only version of your email. This will also assist if the receiver cannot view the HTML message.
You’ll be well on your way to being an efficient email marketing if you follow the above-mentioned instructions. Remember, before you start your first email marketing, the most crucial step is to prepare your content (text and graphics). Thus, you can create an effective email marketing campaign to engage with your consumers while planning your corporate goals.