Understanding the concept of E mail marketing
The Different types of marketing emails
Emails can either be promotional or informational and fulfill a specific purpose in the buyer's journey.
Promotional emails are used to promote, whether it’s to promote a special offer, a new product release, an eBook, or a webinar. A campaign could consist of 3 – 10 emails sent over several days or weeks. It has a clear call-to-action — or CTA for short. The CTA represents the specific action you want the reader to take, whether it’s visiting a webpage or making a purchase. This type of marketing email is sent as and when required, in line with the rhythm of your business.
Informational emails as the name suggests, share news related to your business (new milestones reached, new product capabilities) or to highlight a product use case. Sent according to a set schedule (weekly, bi-weekly, monthly), newsletters help maintain a consistent connection with your subscribers. But did you know? Newsletters don’t just have to be about ‘news’. An email guru says, focus on the letter aspect. Imagine you’re writing a one-to-one letter to your subscribers about something that interests them. Put like this, a newsletter is an opportunity to share insights, thoughts, tips – whatever brings the most value to your audience. It is the perfect way to inform customers of company announcements, new releases, changes to the service, etc. As a channel, email has the necessary formality for delivering important messages. This would explain why an email was the channel of choice for brands sending crisis communications during COVID-19. You can check the Best online marketing bundle for 2021
The Five Benefits of Email Marketing
Low Cost:
One of the most obvious advantages of email marketing is its lower cost compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine, or television channel. Email marketers might consider investing in specialist software to automate, track and evaluate their emails. Granted, there may be a small overhead for sending thousands of emails at a time, but these costs are far lower than what you would expect to pay using other marketing channels. Typical example is the $7 course on How to make $100 per day with your email list.
High Investment return:
In the business world, results are arguably all that matters. With this in mind, the main reason that most businesses invest in email marketing is the fantastic return on investment. It’s clear to see that email continues to be the most effective marketing channel available to every business. Perhaps it’s time for your business to start making email marketing a priority.
Wider Audience reach:
What other marketing platform lets you instantly send a message to thousands of people across the world? Sure, social media can help you spread the word amongst a global audience – but there’s no telling who’s actually reading your content. Alternatively, you can always get hyper-local using one of the other ten benefits – segmentation.
Easy to onboard:
Email marketing doesn’t necessarily require a huge team or reams of technical nous in order to be successful. It’s certainly possible to jazz up an email campaign with fancy templates, videos, images, and logos. Yet, some of the most successful campaigns utilize simple plain text emails, suggesting that it’s the content of an email that is the most important thing.
Targeting the right audience:
This is perhaps one of the biggest benefits of email marketing for small businesses– it allows you to hit your target audience wherever they are. People are more programmed than ever to ignore billboards, recycle printed promotional materials, and fast-forward through commercials. Email is another story.
5 Best Practices for Email Marketing Success
Desist from Email purchase:
Building an email list can be slow, especially when you’re just starting out. Buying a list might seem like a tempting shortcut but trust us, it’s a terrible idea.
Buying a list will put your business at serious risk because:
Maximize the use of Double opt-in:
As already mentioned, the term ‘opt-in’ refers to the signup process. There are two different types of opt-in for email marketing:
- Single opt-in is when the subscriber is added to the email list once the signup form is submitted.
- Double opt-in is when you send a confirmation email with a link to each new subscriber. The subscriber must click the link to complete the subscription. Without this verification, they won’t receive emails from you
List Segmentation:
As your email list expands, it’s likely to contain diverse buyer profiles.
It is the process of dividing your list into smaller sub-lists of subscribers who have something in common. The idea behind this technique is to engage subscribers with more relevant, targeted emails.
Regular evaluation of your List:
Keep your database up to date for optimal email deliverability and higher engagement rates. Got subscribers who’ve disappeared off the radar? If someone hasn’t engaged with your emails in at least six months, send a reactivation campaign or even ask for a second opt-in. See if you can get them interested again.
Email subject line and content testing:
Hesitating between two subject lines? Not sure what content your audience will react best to? A/B testing is one way to find out — and a great way to optimize your campaigns. Test different email subject line formulas, content formats, and CTAs. Getting a knowledge on How to Write Copy that Sells will assist a great deal. See which ones get the best engagement and stick with the approach.
In conclusion, the concept is a more versatile one and its benefits can not be over emphasized.
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