Email marketing is the most profitable and cost-effective direct marketing channel, with a $42 average return on investment (ROI) for every $1 spent. Therefore, email marketing should be a key component of your digital marketing strategy. Not using email marketing is equal to leaving money on the table.
It’s perfectly normal to be unsure about where to begin. Email is a vast subject. Beginners can easily become lost in a sea of tools, techniques, and terminology.
This article will explain what email marketing is, how it works, and how to get started. By the end, you’ll have a firm grasp of the fundamentals and know how to launch an effective email marketing strategy for your company.
What does email marketing mean?
Email marketing is a direct marketing channel through which businesses can share new products, sales, and updates with their contact list. Because of its high ROI, it is critical to most businesses’ overall inbound strategy.
Modern email marketing has shifted from mass mailings to consent, segmentation, and personalization. This may appear time-consuming, but marketing automation does the heavy lifting for you. In the long run, a well-designed email marketing strategy drives sales and contributes to the development of a community around your brand.
Type of email marketing
Email marketing can be promotional, informational, or serve a specific function in the buyer journey.
- Promotional Emails
Email marketing campaigns advertise limited-time deals, fresh merchandise, gated content like webinars and eBooks, and your overall brand. Three to ten emails sent out over a few days or weeks make up a campaign.
Promotional emails clearly state the CTA or call to action. The CTA stands for the particular action you want the reader to take, such as visiting a particular page on your website or making a purchase using a coupon.
How frequently you send this kind of marketing email will depend on your company’s sales and marketing cycle. You might send multiple promotional emails within 24 hours during essential times like Black Friday. There may be a few weeks between your promotional campaigns during slower periods in the marketing calendar.
- Informational Emails
Newsletters are an informational type of email marketing. As the name implies, a newsletter shares news about your company. Consider achieving new milestones, introducing new product features, or showcasing insightful material like case studies. Newsletters distributed regularly, weekly, biweekly, or monthly help you keep in touch with your email subscribers.
However, did you know that newsletters aren’t limited to covering the news? Concentrate on the letter component, advises email specialist Ann Handley. Consider that you are writing a personalized letter to each of your subscribers about a topic of interest to them. Simply put, a newsletter is a chance to share knowledge, ideas, and advice — whatever is most beneficial to your readership.
Announcements are another example of informational emails. Email is the ideal way to let customers know about company announcements, the launch of new products, service changes, etc. Email is the preferred method of communication for important messages most of the time. The best way to keep in touch during website problems, shipping delays, and system or software failures is to send updates to your contacts via email. It can match the formal tone of even the most significant announcements and is safe, quick, and efficient.
- Re-engagement Emails
The re-engagement email is a crucial subset of marketing emails. Re-engagement emails, as their name implies, assist in re-engaging inactive clients or subscribers.
How Important Email Marketing Is?
Email is not a recent invention. When it first appeared in 1971, it was among the earliest forms of digital communication. However, despite being 50 years old, email marketing is still widely used today.
Is email still used by people today? You might be asking. Isn’t marketing today all about social media? An email has several benefits, although social media is a crucial channel for any digital marketing strategy. If you are using social media marketing for your business, learn about social media marketing tips for businesses to grow it.
First, email marketing campaigns can be highly customized compared to social media. Next, prices are significantly lower than other channels, especially considering email marketing’s reach and conversion rate. This contributes to the reason why email marketing is so beneficial for small businesses.
Finally, the fact that email marketing gives you direct, one-on-one access to your audience’s inboxes makes it so effective and profitable.
The Benefits of Email Marketing
Emails are a crucial component of the expansion and management of your business, used for everything from order confirmations to newsletters.
Three main goals are accomplished with the aid of email marketing:
- Conversions (selling your products and services)
You can run an email marketing campaign for your subscribers to increase sales. To further increase conversions, experiment with email marketing strategies like Personalized Coupons and Abandoned Cart Emails.
- Brand Awareness
Email is fantastic because it gives you direct access to someone. It’s excellent for one-on-one communication. And nowadays, people don’t just allow anyone accesses to their inboxes. It is a carefully curated area set aside for favorite publications and brands.
It will help your brand stay current in subscribers’ minds if it appears in their email inboxes. A personalized marketing email has a greater impact than a social media post, where you cannot know if anyone saw your message.
Emails can be sent inexpensively to many recipients compared to other marketing channels.
- Customer Loyalty
The email encourages customer loyalty at all buyer journey stages: lead nurturing, conversion, onboarding, and retention. Email marketing is also essential in conjunction with sales CRM systems to streamline communication.
Conclusion
Email marketing is the most profitable and cost-effective direct marketing channel. Therefore, email marketing should be a key component of your digital marketing strategy.
This article lists three types of email marketing: promotional, informational, and re-engagement. Email marketing can help you to increase your conversion rate, brand awareness, and customer loyalty.
Suppose you want to increase your business online presence and you are new to the digital marketing world. In that case, our digital marketing consultancy can help you to understand what digital marketing is, its techniques and tools and how to apply them successfully.