Understanding The Essentials Of Email Marketing

In your digital marketing approach, email should be included as a crucial component. It's like leaving money on the table if you don't use email marketing. But it's quite understandable if you're unsure where to start. Email is a broad topic. Beginners might easily become lost in a sea of tools, techniques, and terminology.

To briefly explain, email marketing is the use of email to advertise a company's products and services while also incentivizing client loyalty. Email marketing is a method of informing people on your email list about new products, promotions, and other services. It can also be a softer pitch to educate your audience about your brand's worth or keep them engaged in between transactions or anything in the middle.

What is Email Marketing?

When you send a commercial email message to your 'email subscribers,' or contacts who have joined up for your email list and given express consent to receive email communication from you, this is known as email marketing. Email marketing is used to keep your customers informed, increase sales, and create a community around your business (e.g. with a newsletter).

Aside from order confirmations and direct responses to customer questions, any time a corporation send an email, it might be deemed as email marketing. Email marketing is a subset of internet marketing, which includes a website, social media, and blog marketing, among other things. Newsletters providing corporate information, as well as sales promotions and exclusive discounts for subscribers, are examples of email marketing. In the event of a natural disaster or a company rumour, marketing emails may strive to deliver a general message on the company's behalf.

Email marketing, at its best, helps firms to keep their customers updated while also tailoring their marketing messages to their specific audience. At its worst, this type of marketing can drive customers away by sending them irritating spam emails on a regular basis, knowing this, modern email marketing has now shifted away from mass mailings that are one-size-fits-all in favour of consent, segmentation and personalization.

Email Marketing Strategies

The number of email users is increasing at an incredible rate every year. By the end of 2022, it is predicted that there will be over 4.2 billion users. Apart from the fact that email remains one of the most popular methods of corporate communication, these figures suggest that email marketing is still a very successful and crucial method of reaching out to potential customers.

Given that over 293 billion emails are sent every day, it is unavoidable to pose the question: How can you make your business stand out in a sea of emails? Below are a few strategies that will help with this:

  • Create Your Own Mailing List. Sending an unwanted email will just turn off the majority of the people you were expecting to convert into customer. Make it clear when people are opting in to get your emails, whether it is on your website, at your store or at an event.
  • Make it personal but keep your boundaries. There is no denying that email customization is a powerful strategy that has been shown to boost the effectiveness of your email marketing. Personalized promotional mailings has 29 percent higher unique open rates and 41 percent higher unique click rates than non-personalized mailings. 80 percent of customers said that they are more likely to buy from a company that offers a personalized experience. While familiarizing yourself with your customer is beneficial, be careful not to overstep your bounds. Overusing names will make you appear strange to your customer and harm your reputation. But don't forget that names are not the only way to be personal with your customer, you will have to test and experience which option works best for your mail list.
  • Give respects to your subscribers. Take good care of your mailing list. Remember that the people with whom you are speaking have entrusted you with their personal information, and they deserve to be treated with respect. Make them feel special if you want them to help you do word of mouth marketing for your brand.
  • Maintain a Routine. If you are sending out a newsletter, stick to a schedule. When you send out an email on the same date every week, it will help your readers know when to expect from you.
  • Optimize For Mobile. According to studies conducted by marketing analyst, slightly half of all emails are opened on mobile devices. That means half of your audience will assume you don't know how to compose an email if it does not display appropriately on mobile platforms.

Email Marketing Vs Marketing Automation

They say that running a business without marketing is like running in the dark. While we cannot contradict this assertion, there is no doubt that employing the incorrect marketing strategy is not only wasteful of resources but also cost in the long run. This emphasizes the need of business owners and marketers in charge to comprehend the multitude of marketing terms being thrown here and there.

Marketing automation and e-mail marketing are critical marketing concepts for companies looking to increase leads and conversions. The distinctions between email marketing and marketing automation are shown in the table below.

Marketing AutomationEmail Marketing
Marketers can use marketing automation to monitor prospects across the internetKeeps track of a prospect's actions after opening an email, including whether they clicked any links and how many times they did so
Marketing automation pays you more for your efforts. The process, however, still requires sending emails, segmenting lists and so onThe creation of an email, list segmentation, and post-delivery analytics all need a large investment
Marketing automation works best for B2B organizations with a dedicated sales teamEmail marketing is the most convenient method of communicating with customers making it the most effective in the B2C market
Works better with a lengthier sales cycle. Customers will be considered at several checkpoints which help to increase leadsTo obtain information about customers, email marketing relies on third-party systems such as CRM

To sum up email marketing, the click rates, bounce rates and unsubscribe rates are all visible. Following the data collection, a percentage-based judgement is made depending on how prospects interacted with the email. Once a campaign has been created, the standard technique is to send out a single, pre-written email to everyone. Because the emails are sent to everyone on the list, the practice is also known as 'batch and blast'.

Furthermore, automating your email marketing allows you to send various emails to different list segments and even different prospects. Email marketing also urges customers to buy straight from your store or website. You can set up different emails here, such as reviews, cart abandonment, sales and discounts, or even loyalty, within sophisticated systems. Email marketing only knows about the information you feed it on its own.

To collect, organize, and apply data to produce results, you will need to integrate one or more technologies. Email marketing is ideal for products that require minimal thought while purchasing. It is information that can be supplied to clients quickly and efficiently.

To sum up, marketing automation can monitor what categories, landing pages, links they opened on the website, and how they interacted with it. Have they requested or downloaded reports, e-books, infographics, or whitepapers, or have they verified their attendance at a webinar? It also includes behaviour on social media and other digital footprints outside of your websites.

Marketing automation helps in the creation of targeted campaigns or messaging based on detailed data. Marketing automation allows you to do more with automation by giving you more choices and possibilities. You can schedule a series of emails or messages to be sent out over time or even as visitors interact with your website. Throughout the sales cycle, the sales staff must connect with potential buyers on a regular basis in order to convert them or lost them forever.

Benefits Of Email Marketing

What are some of the advantages of email marketing? Should you or your business use email marketing if it isn't already? The answer is almost certainly affirmative, as email is frequently recognized as one of, if not the, most effective marketing channels. There are 4 billion daily emails users and at least 99 per cent of them checking their emails every day. This, however, cannot be said about any of the other modes of communication.

Thousands of organizations of all sizes employ email marketing around the world. Those who are inexperienced with this kind of marketing may not understand why it is so popular among businesses across a wide range of industries, but here are a few reasons why email marketing is considered the most effective marketing channel by many.

  • Low Prices. One of the most obvious benefits of email marketing is that it is less expensive than traditional marketing platforms. There are no expenditures for printing or delivery, and no fees are paid in exchange for visibility on specific billboard, magazine, or television channel. Although there may be a modest expense associated with sending thousands of emails at once, these costs are significantly lower than those associated with other marketing channels.
  • Reach out to a group of people that are already interested. Email marketing is one of the few mediums that customer specifically want. The majority of businesses that use the platform only send messages to people who have requested them. Because a firm is just targeting customers who are already interested in their brand, conversion rates can be substantially greater. Of course, sending unsolicited email marketing messages is possible, but this will simple annoy customers and harm your brand's image. It is also highly discouraged to use purchased lists in your email marketing. The effects you will experience from organically expanding your list and recruiting customers will be significantly more powerful.
  • Sending messages only to specific people. Most marketers would gladly pay to ensure that their money was only going to people who were interested in their brand. However, email marketers can take it a step further by sending emails just to subscribers who fulfil particular criteria. If a franchise only has an offer available in certain parts of the country, it can easily send emails to only individuals who live in those locations. If there is a sale on sporting products, only those who have expressed an interest in sports will receive an email. Brands that wants to learn more about their subscribers might use email list segmentation to their advantage.

    According to studies, marketers who employ this strategy have higher engagement rates as a result. The old "batch and blast" method of sending the same email to every subscriber or customer is no longer effective, and the organizations that get the best results from email marketing segment their data and campaigns to guarantee that they are sending the most appropriate message to each individual.
  • Email Marketing does not require a huge team with technical know-how. With sophisticated layouts, videos, photos, and logos, it is possible to make your email stand out. Despite this, some of the most successful campaigns use simply plain text emails, implying that the most significant aspect of an email is its content. Many email marketing systems provides Drag & Drop Editors that allow you to quickly and easily construct spectacular campaigns

Types of Email Marketing

Whether you are just getting started with email marketing or you've been doing it for a while, you already know that emails are one of the most effective ways to sell. Smart marketers, on the other hand, are continuously looking for new ways to strengthen relationships and increase revenue.

Should you send out weekly newsletters to your subscribers? Is it true that one-off emails with a single offer are more effective at improving your sales and marketing funnel?

These are all genuine concerns that marketers have when deciding on the best format for achieving their email marketing objectives. There are different types of marketing emails you can send, each with its own respective advantages and disadvantages. Pick the most appropriate email type for your company.

Welcome Emails

Prospects are usually unprepared to do business when they first meet with you. According to studies, just 25 per cent of leads are ready to buy while the other 50 per cent are qualified but not yet ready to buy. As a result, nurturing is essential for moving your leads closer to the purchase stage.

When you add a human to your welcome emails and explain your company without slathering on the sales pitch, you will see a higher open and click-through rate. Introduce a new product or service only after you have established a relationship with your customer. Simply focus on making a positive first impression, one that demonstrates your industry knowledge and competence, and you will be well on your way to establishing future contact.

Email Newsletter

Many businesses and organizations send out email newsletters to keep their customers informed. Most industrial companies utilize email newsletters as the core of their email marketing strategy since they are effective tools for informing customers and prospects about your company while also highlighting employee profiles, company passion projects and relevant graphics.

Example of Email Newsletter / Email Marketing
Example of Email Newsletter

Dedicated Emails

Dedicated emails, also known as stand-alone emails, contain only one offer's details. You can, for example, inform your target audience about a new whitepaper you have published or invite them to an industry event you are hosting. Dedicated emails assist you in setting the stage for the primary call-to-action. They are comparable to landing pages in this regard.

Dedicated mailings are commonly utilized to reach out to your whole email database, but this technique is not always effective in terms of increasing conversions and reducing unsubscribes. While there are times when you should notify all of your subscribers, such as when you have a timely new offer or a national emergency, you should segment significantly depending on your subscribers' distinct behaviours and interests in most cases

Lead Nurturing Emails

Lead nurturing emails is an inbound marketing strategy that focuses on understanding the subtleties of your leads' timing and wants. To effectively reach your target demographic, it is critical to developing your buyer personas. Otherwise, your emails will go unread or will be deleted. Lead nurturing email is a sequence of emails that are tightly related, have a common goal, and are packed with relevant information. Lead nurturing emails, in this situation, give more benefits than a single email blast.

Email promotions can be used to advertise a variety of items, including marketing resources like blog posts, webinars, and eBooks, as well as special service offers. These emails can also be used to keep your customers up to date on what is going on within your company.

You can use an automated system to send these emails depending on where your users are in the marketing funnel. This ensures that all prospects receive relevant content at the proper time in their purchase process. The overall goal is to progress them down the sales funnel and eventually convert them into loyal customers by guiding them through the sales cycle.

Sponsorship Emails

If you want to reach a new audience and get new leads, try sending sponsored emails with display advertisements. In most cases, a sponsorship means paying for your material to be included in another vendor's newsletter or a dedicated mailing. Pay-Per-Click (PPC), display advertising, mobile advertising, an affiliate advertising and other paid media strategies include sponsorship email campaigns.

In the world of paid media, being extremely particular about the target population you want to reach pays off. In most cases, you will have to construct your email copy or ad placement according to the vendor's standards. Check for any size limits or picture suggestions from your partner. Give them the HTML and plain text copies of the copy ahead of time. If you do not already have a business relationship with them, be sure you trust them and that they understand your manufacturing business needs

Transactional Emails

Transactional emails are messages that are sent in response to a specific action done by your contacts and allow them to complete that action. When you sign up for an industry webinar, for example, you will fill out a form and receive a transactional (thank-you) email with login information.

If you choose a double opt-in method, people will receive an email asking them to confirm their registration by clicking a link. Transactional emails are also the messages you get from eCommerce sites that confirm your order, provide shipment information, and other information about your recent purchase.

Re-Engagement Emails

If your analytics suggest that a percentage of your subscribed customer list has been dormant for some time, it may be time to send a re-engagement email to re-establish contact and goodwill. Asking for feedback is a great method to reintroduce your company to their minds, and if they reply, it is a win-win situation where they are more aware of your company and you got new information to work with to improve processes and marketing tactics.

Even if they do unsubscribe, there is a silver lining. Your email engagement rates will improve overall, and your email reputation with internet service providers (ISPs) will improve.

Brand Story Emails

By leveraging emotional responses, storytelling can be a powerful technique for getting your message across to customers and prospects. So, consider this, is your brand based on a personal experience? Do you have a video of your company's profile you would like to share? Perhaps your company has a special history. Your story is visible in your emails and other marketing materials, and you can use it to establish credibility and demonstrate your commitment to the business.

This one-of-a-kind story effectively communicates your message to your audience, letting them know who you are, what you do and how you can help them. Even if you have not been producing or delivering goods for more than a century, every company has a distinct story to tell. To search for your story, you can start with your unique selling proposition.

Video Emails

Video emails and brand story marketing go hand in hand. They can tell your company's story and skills in a more imaginative way. You can email:

  • A video tour of your factory
  • A video highlighting a product or initiative
  • An overview of the company

Why use video messaging? 95 per cent of people are retained while watching a video versus only 10 per cent while reading text. This is simply because videos have a high level of engagement. Wistia noticed a 21.52 per cent increase in clicks from image to video thumbnails after conducting A/B testing on their email marketing campaigns. It was also found in another study that sharing video content in marketing emails to professionals in the manufacturing and industrial industries converted 14 per cent better than promoting an eBook.

Review Request Emails

According to research, millennials are the largest generation in the workforce, accounting for 73 per cent of all purchasing choices made by their companies. These buyers aren't making purchase decisions until they are 70 per cent of the way through the buying process before interacting with a supplier, which is in line with the industrial buying cycle.

These shoppers frequently use review sites such as Google Reviews to investigate businesses based on what previous customers have said. You may develop trust and improve your search engine results by requesting evaluations of your business on these sites. Requesting feedback from your best and most satisfied customers is a good place to start.

Conclusion

Testing your email messages is the most effective technique to discover what works best for your company. This can help you avoid typos, errors, bounces, and other issues that may have been avoided if you had sent out test emails before the official one. It's also worth noting that testing isn't something you should conduct once in a while, but rather on a regular basis.

You may learn a lot about how your subscribers respond by experimenting with different variations of the same email campaign. In your upcoming campaigns, you'll know what works well and what has to be improved. Email marketing is both a tough and fascinating process because there are so many opportunities for growth and success.

It is a terrific starting point for developing well-thought-out tactics that, when properly implemented, will result in increased sales. Investing a significant amount of time and effort into engaging with your subscribers as they progress toward becoming loyal customers will put you ahead of the competition.

Reference

Email Marketing vs Social Media Marketing

Benefits of Email Marketing

Email Marketing Strategies

Type of Email Marketing

Email Marketing Vs Marketing Automation

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Written by Cherylle Phua

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