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Priyanka is planning digital marketing campaigns, including web, email, social media, and display advertising. Maintaining our social media presence across all digital channels. Measuring and reporting on the performance of all digital marketing campaigns.
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Your digital marketing strategy should include email as a central component. It’s like throwing money on the table if you don’t use email marketing.
But it’s perfectly understandable if you’re unsure where to go. Email is a broad subject. Beginners will easily get lost in a sea of methods, tactics, and terms.
What is email marketing?
Email marketing is where you deliver a commercial email address to your ’email members,’ or people who have signed up for your email list and given you direct permission to send them emails.
Email marketing is used to keep your customers informed, increase sales, and build a network around your company (e.g. with a newsletter).
Modern email marketing has shifted away from bulk mailings that are one-size-fits-all in favor of approval, segmentation, and personalization.
Various kinds of marketing emails
Emails may be promotional or informative, and they both have a reason throughout the buyer’s trip.
- Promotional emails
If it’s to advertise a discount deal, a new product update, an ebook, or a webinar, email marketing strategies are used. A campaign may be made up of three to ten emails that are sent over a period of days or weeks.
A simple call-to-action — or CTA for short — is present in promotional emails. The CTA represents the particular step you want the reader to take, such as visiting a website or purchasing something.
This form of marketing email is sent as required, in accordance with your company’s rhythm.
- Informational emails
Newsletters: As the name implies, a newsletter is used to spread the news about the company (recent achievements achieved, new product capabilities) or to demonstrate a product use case. Newsletters, which are sent on a regular basis (weekly, biweekly, or monthly), help you maintain a consistent relationship with your subscribers.
However, did you know? Newsletters don’t have to be all about breaking news. Focus on the letter part, as email guru Ann Handley suggests. Assume you’re writing a personalized letter to each of your customers on a subject that concerns them.
Put another way, a newsletter is an opportunity to exchange ideas, opinions, and tips – whatever the audience finds most valuable.
Announcements: Email is a great way to keep consumers informed of business updates, product launches, program improvements, and so on.
An email has the requisite formality for transmitting critical messages as a medium. This may understand why, during COVID-19, brands preferred to send crisis communications by email.
Is email marketing important in the year 2021?
Email isn’t a new idea. In reality, it was one of the first computer communication systems to be introduced in 1971. But consider this: email marketing, which is nearly 50 years old, is now more common than ever.
Every now and again, the word “email is gone” is heard in the advertisement groupthink. Just don’t take my word for it. Email is just growing in popularity. Have a look at the following numbers:
- In 2019, there were 3.9 billion email users worldwide (source: Statista)
- Nearly a quarter of Americans check their personal email multiple times a day, with 80 percent refreshing it at least once a day (Fluent Inbox Report, 2018)
- Email marketing, according to 80 percent of industry practitioners, improves customer satisfaction (Emarsys, 2018)
With these numbers, it’s no surprise that email is celebrated as the most successful B2B marketing channel.
If you don’t have an email marketing plan, you’re losing out on sales potential and opportunities to improve client relationships.
Email Marketing’s Advantages
Emails are an essential part of the business’s development and administration, from order confirmations to newsletters.
Email marketing can help in achieving three main goals:
- Conversions (selling your products and services)
Are you planning a sale or a promotion? To increase revenue, deliver an email marketing plan to your subscribers.
Such email marketing strategies that have been shown to boost conversion rates include:
- Emailing a promotional deal or coupon (birthday/anniversary newsletters, invitation emails, re-engagement emails)
- Emails from abandoned carts (triggered whenever a visitor abandons a cart at your online store)
An email has the advantage of allowing you to contact others directly. It’s the ultimate example of one-on-one conversation. Plus, these days, people don’t just let someone into their inbox. It’s a carefully curated room where you can find your favorite brands and publications.
Your brand will remain top of mind if it appears in someone’s email inbox. A targeted marketing email has a greater effect than a social media post and you never know if the message was seen.
One of the most significant benefits of email marketing is its flexibility. This ensures that with a comparatively low rate, emails can be delivered to a vast number of recipients (compared to other marketing channels).
- Brand loyalty
At any point in the consumer process, including lead generation, conversion, onboarding, and retention, email fuels customer satisfaction.
As we covered in-depth in our guide to building relationships through email, it’s a powerful method for building a network.
You will build newsletter content that is so fantastic that subscribers can look forward to receiving it every week.
Why is email marketing so important?
Email is open to people of all ages. It appeals to a wide variety of people, including those who aren’t very tech-savvy.
While we live in the modern age, not everyone is at ease with the internet. Most people, on the other hand, know how to search their addresses. As a result, it is the most popular form of advertisement.
Email marketing is a very cost-effective technique. The majority of email marketing tools provide price plans to fit every budget. In fact, the entry barrier has never been lower. This is great for new email marketers who want to get a feel for the app before investing in it. There’s no reason not to give it a shot because you have nothing to lose.
- You own your email list
Consider this: your social media site could disappear without warning, carrying with it all of your subscribers. None will be left for you. The benefit of an email list, though, is that it is yours.
So even though anything else fails, you’ll always be able to communicate directly with the customers who are most involved in your company. And, as a one-on-one channel, an email will get you much closer to the audience.
What is the process of email marketing?
To deliver marketing emails, businesses use what’s known as an Email Service Provider (ESP).
Software that sends and handles email marketing campaigns is known as an Email Service Provider.
Email marketing software is also known as an email marketing network, email marketing tool, or email marketing service.
It is technically possible (we even explain how in our guide to sending a mass email with Gmail). But be cautious. Small email bandwidth, architecture, and, most notably, email deliverability are all likely to cause issues. This is why:
Gmail, Outlook, Yahoo, and other Internet Service Providers (ISPs) are intended for personal use, not email bombs. As a result, when an ISP sends mass email, spam filters quickly detect it, and your account will be suspended for suspicious behavior.
ESPs, on the other hand, have the technology in place to guarantee email deliverability, or the ability to get emails into inboxes. Get a dedicated email marketing service if you want to start succeeding in email marketing right away.
To get started with email marketing, what do I need?
To keep it quick, you just need two things to run email marketing campaigns.
- Tools for email marketing
A dedicated email marketing provider, as we just said, is the way to go. Sending marketing emails to an ISP would just negatively impact your name and credibility as an email sender.
- An email address list
The email addresses of interested subscribers who have opted-in to receive email messages from you are included in this list.
Yes, you read it correctly: opt-in. And here’s the deal about email addresses:
All on the email list must have given their explicit consent to be included.
What exactly does that assume?
When they inserted their email address into an email signup form on your blog, newsletter, landing pages, social media, or somewhere else, they decided to accept emails from you. This is alluded to as ‘opting in’ in email terms (‘opting out’ will be an unsubscribe).
To comply with data privacy laws and protect the identity of your company, permission-based marketing is required. Nobody loves a spammer, after all.
Are you still with us at this point? Ok, because now comes the fun part: learning how to initiate an email marketing plan for your first email campaign.
How to Make a Converting Email Form
The aim of your email form is to communicate the value of your lead magnet so that visitors to your website sign up for your email newsletters in return for receiving the lead magnet.
The following elements must be present in order to construct a successful email form:
- Attractive headline: Make sure the lead magnet’s main advantage is explicitly stated in the headline.
- Clear, informative, and to-the-point summary: Is the description short, clear, and to-the-point? Use bullet points to help the reader’s eye check what they’ll be seen easily.
- Attractive visuals: If possible, have a picture of the lead magnet (like a mockup of your eBook). Conversions can also be boosted by using a snapshot of an individual looking at the email form. We’ve compiled a comprehensive list of digital content development resources to assist you in creating stunning graphics.
- Use a simple form: Just ask for a first name and an email address. You’ll ruin your conversions if you ask for too much detail too quickly.
- Eye-catching subscribe icon: Make sure the subscribe button is a matching color to make it stand out on the list.
Using non-generic email copy to entice recipients to press right away.
Expanding Your Email Database
When most people try to create an email list, they just place an email form on their website and wait for people to sign up. Unfortunately, this technique mostly generates positive results.
You need to attract users to your email list by making a convincing proposal. You’ll need a lead magnet.
1. What is a Lead Magnet, and how does it work?
A lead magnet (also known as a lead capture bribe) is a valuable item that you give away for free in exchange for an email address. It doesn’t have to be expensive to create; most lead magnets are digital materials such as PDFs, MP3 audio files, or videos that you can make with little to no money.
It can be whatever you want as long as it adds value to your guests at no cost.
The following are some samples of common lead magnets:
- a list of tools or a cheat sheet
- Case reports or white papers
- A webcast
- Trials or samples are given for free.
- A no-obligation quotation or consultation
- Quizzes or a self-evaluation
- a voucher
- The options are limitless!
2. What Makes a Good Lead Magnet?
You already know that a lead magnet would provide free value. However, if you want your lead magnet to be highly powerful, you can consider the following five criteria:
- Easily consumable: Lead magnets are only useful if people use them, but delivering a 300-page manifesto won’t help you gain momentum.
- Useful: Lead magnets can have an actionable asset, skill set, or piece of information that the audience may put to use.
- Makes a big difference: As goods and services perform better, people want to purchase them. If your lead magnet is as useful as your goods and services, it will be good.
- Relevant: If you’ve done your research on your opportunities, creating a lead magnet topic that fixes challenges should be a breeze.
- Instantaneous satisfaction: People want immediate satisfaction, so give it to them right away.