Email Marketing

Email marketing is the use of email to develop relationships with potential customers and/or clients. It is essentially the same as direct mail except that instead of sending mail through the postal service, messages are sent electronically via email.  Email marketing allows businesses to keep their customers informed and tailor their marketing messages to their customers.

Email marketing is important because not everyone is on Facebook, Twitter, but everyone has an email address.  A recent study showed that 94% of adult users used email and that 75% of them actually prefer email marketing as their preferred marketing method.

There are only three different types of email when we’re talking about email marketing:

Transactional Email

These are emails that serve a utility purpose—users expect to get these as feedback from an action they took on your website. Examples of transactional emails include: forgotten password emails, support tickets, sign-up details. Double opt-in for your email list, the unsubscribing email, the shipping details for an order—they are all transactional emails.

Content Email

Content emails are those that are meant to provide value to the user and nurture your relationship with them. An example of this would be a welcome email: Maybe you just got a user’s email address or they have just signed up as a customer.  You now can send them an email thanking them as a welcome email. Any content that you create and share via email (blog posts, free tools, exclusive content) is a content email.

Conversion Email

These are the emails you use to try to generate conversions. In this context, conversion doesn’t necessarily mean purchase—a conversion can be any action that moves the subscriber further along in the funnel. Any type of promotion, a sale, upgrades, invitations, lead magnets—they can all be conversion emails.

The 2 methods of email distribution

While there are three types of email, there are only two means of distribution:

  • Broadcast Emails
  • Automated Emails

The rule of thumb in email marketing is that most of your email should be automated—manual broadcasts are not ideal for most businesses. Sometimes it is understandable to send broadcasts, especially if you have a smaller business. But, generally, most of your email should be automated.

Automating your emails allow you to send content and messaging that is much more specific and contextually relevant to the users. Instead of just blasting out everything that you have, you can send emails based on what each user is interested in and the actions they’re taking on your site. Doing this typically leads to an increased click-through-rate and, in the end, more conversions.

5 Steps to Successful Email Marketing

STEP ONE: Plan your email marketing strategy. Most people fail because they simply do not have a plan. 

STEP TWO: Design and email that engages the end user to take action. Email marketing campaigns should move and push users to take a specific action.

STEP THREE: Don’t waste time. It’s important to get to the point and and be specific in the purpose of the email. 

STEP FOUR: Measuring email marketing data and analytics is essential to a successful campaign. Simply put if it’s not done you are shooting arrows in the dark, expecting to hit the target. 

STEP FIVE: Grow your email list organically. There is nothing better than having a network of people who are interested in what you have to offer. 

Benefits of Email Marketing

  • Email has a larger reach
  • Delivers your message
  • Drives conversions
  • Higher ROI than other marketing methods
  • Email is the preferred communication channel
  • Email is an open platform with no algorithm changes

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