Email marketing has become an essential tool for the business since the Internet was introduced into the world, but certain campaigns that lead to our inboxes are complete waste that we are unaware of. This article is aimed at explaining what e-mail marketing really is, why companies should use it and how.
What is Email Marketing?
Basically, Email marketing is the use of emails to promote your product. It is used to build customer relationships, educate and update existing clients on your brand, offer vouchers to enhance client loyalty and more!
It’s a direct type of marketing, but for your wallet and the environment email marketing is much more effective, as this is fully paperless!
Any email that was sent to a prospective or current customer can be considered as email marketing in its broadest context. However, the term is generally used to mean:
- Sending Emails to improve relationship of a company with their existing, new or former clients and encouraging customer satisfaction and recurrence of business.
- Sending Emails to attract new customers or to persuade existing customers to purchase something immediately.
- Add advertisements to emails sent to consumers from other companies.
Many may find email marketing to be obsolete, but it can’t be more accurate. Because shortly after the advent of the Internet email marketing is being used. It has grown since then and continues to be an incredibly effective marketing tool. Most entrepreneurs claim, in fact, that email marketing is more important than ever. 85% of U.S. retailers think email marketing is one of the most successful consumers buying strategies!
Email marketing provides many key benefits compared with conventional mail marketing, including:
- An effective return on investment can be controlled and proved high if it is properly done. Email marketing is also stated as the second most successful online marketing strategy in search marketing.
- Advertisers may attract a significant number of email subscribers who prefer email messages about their topics.
- More than half of all site users search or email on a typical day.
- E-mail helps marketers’ access customizable, timely and interactive messages to consumers.
- Transactional emails enable businesses to automatically respond to major customer events such as sales or abandonment of shop-carts.
The drawbacks of email marketing is the rejection / spam rate of emails from the consumer’s email system and has a negative effect on the email delivery process. It was somewhat removed with the concept of “opt-in” emailing where users consent to accept the email messages and thus will not accept unsolicited emails – emails that are important and acceptable to the specific recipient are preferably retained.
And the question is why and how will e-mail marketing be carried out? Here are a couple of opinions on this:
Why We Need Email Marketing?
Price
E-mail is Inexpensive marketing, there are no two perspective about it. If you are doing it yourself or through an email marketing service, e-mail marketing can cost you tiddlywinks compared to other advertisement channels.
Success
Emails should specifically target the ideal customer. With this definition in mind, along with email quality as well as the cost efficiency of your e-mail, it is not shocking that ROIs from e-mail marketing sometimes blow out other direct marketing strategies out of the water.
Measurability and Versatility
Today’s analytics make it easy to monitor your emails exactly and find out what aspect of your campaign works and what parts aren’t. You can then respond instantly to change your campaign plan if necessary, with this information.
How to Implement It?
Creative
This applies to the overall layout / images / color of the e-mail. Specifically, it’s a good idea for each client to ask if they want text or HTML emails because there’s always a great preference with each other.
Relevance
Targeting, targeting and more targeting. Reporting. Make your emails accessible and personalize your emails to each recipient if you want to increase your response rate.
Incentive
Give your recipients somethings which make them respond to your emails or took interest in it. Thy look at emails and think “WIIFM?”, i.e. “What’s in it for me??”. There’s no such thing as free right? Well… Offer them some free coupons for participating and they will be more likely to respond.
Timing
It is one of the most important things to consider while planning your email marketing campaign. When to send out your emails? The answer is working day of recipients, don’t send out an email that recipients will receive overnight, it will get lost in their inbox. You can test and choose what timing works best for which email.
Integration
Companies cannot rely solely on a single marketing strategy and cannot rely on many different marketing methods. Rather, best marketing practices use an IMC in which all forms of advertising work together to form a whole.
E-mail marketing will be included here, because your e-mail messages have to be the same image and photo as your entire company. Also, the campaign scheduling has to align with other elements of the marketing mix.
Copywriting
You have to consider all aspects of your email, from subject line to your mailing signature, while considering your copywriting. Not all links with emails should be saved for the last line, pop them up early to catch the impulsive client!
Landing Page
Do you want these e-mails to be converted to sales? Don’t just connect your customers to the home page; show them exactly where you want them to go, design a best landing page, so they can fill out all forms quickly and easily!
Yes, email marketing is a vital element in many industries, particularly in building these important relationships with customers. Learn to use it and the success of your business will certainly rock up.