Email marketing: What is it?

Email marketing is the most profitable and cost-effective direct marketing channel, with an average return on investment of $42 for every $1 invested. 

Email should be a foundational element of your digital marketing strategy just for this reason. It’s like leaving money on the table if you don’t use any email marketing. However, it’s completely normal to feel a little lost as to where to begin. The field of email is very broad. A sea of tools, techniques, and terminology can be confusing for beginners.

Businesses can communicate updates, sales, and new products with a contact list  using email marketing, a direct marketing channel. The majority of businesses’ overall inbound strategy depends on it because of its high ROI.

Mass mailings that are one-size-fits-all are no longer used in modern email marketing; instead, segmentation, personalization, and consent are the key components. Although it may appear to take a lot of time, marketing automation actually does most of the work for you. In the long run, a successful email marketing strategy helps create a community around your brand in addition to driving sales.

various kinds of marketing emails

Promotional, informative, or serving a specific function in the buyer’s journey are all examples of marketing emails.

email advertisements

Email marketing campaigns are used to advertise limited-time deals, fresh merchandise, gated content like webinars and ebooks, and your overall brand. Three to ten emails sent over the course of a few days or weeks make up a campaign. 

A call-to-action, or CTA, is evident in promotional emails. 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. 

The frequency of sending this kind of marketing email is typically based on your company’s sales and marketing cycle. You might send several marketing emails within a 24-hour period during crucial times like Black Friday. Your promotional campaigns might not run for a few weeks during slower periods in the marketing calendar.

informational emails

Newsletters: Just as its name implies, a newsletter disseminates information about your company. 

Consider achieving new milestones, introducing new product features, or showcasing insightful material like case studies. Newsletters help maintain consistent touch points with your email subscribers when they are sent on a regular basis (weekly, biweekly, or monthly). 

However, did you know that newsletters aren’t limited to covering the news? Pay attention to the letter component, advises email expert Ann Handley. Imagine you’re writing a personalized letter to each of your subscribers about a topic they find interesting. 

Simply put, a newsletter is a chance to share knowledge, ideas, and advice — whatever is most beneficial to your readership. 

Email is the ideal way to let customers know about company announcements, the launch of new products, service changes, etc. 

Most of the time, email is the preferred method of communication for important messages. The best way to keep in touch in these situations is to update your contacts via email. This is especially important if there are website glitches, shipping delays, or system or software failures. secure, quick, and able to match the official tone of even the most significant announcements.

Reengagement 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.

The Importance of Email Marketing

Email is not a recent invention. In actuality, 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. 

Do people really still use email? You might be wondering. Isn’t marketing today all about social media? Email has a number of benefits, despite the fact that social media is a crucial channel for any digital marketing strategy.

First, compared to social media, email marketing campaigns can be more highly customized. Next, prices are significantly lower than for other channels, especially when you consider the email marketing’s reach and conversion rate. This contributes to the reason why email marketing is so beneficial for small businesses.

Last but not least, email marketing’s ability to give you direct, one-on-one access to the inboxes of your audience is what makes it so effective and profitable. 

Do you still not trust us? Let’s look at the statistics:

  • Over 4 billion people will be using email worldwide in 2020. 
  • Nearly a quarter of Americans check their personal email several times per day, and 80% of Americans check their email at least once daily.
  • 62% of consumers chose email as the top communication method with small businesses. 

According to the statistics, failing to implement an email marketing strategy means losing out on sales opportunities as well as the chance to develop long-term client relationships. 

Advantages of Email Marketing

Emails play a crucial role in the development and management of your business, from order confirmations to newsletters.

You can accomplish three main goals with email marketing:

1. Conversions, or the sale of your goods and services

Introducing a new promotion or sale? To increase sales, you can run an email marketing campaign for your subscribers. To further increase conversions, try utilizing the following email marketing strategies:

  • For subscribers’ birthdays or anniversaries, in welcome emails, or as a way to re-engage your audience, create personalized coupons or special offers.
  • Every time a visitor adds an item to their cart but doesn’t check out, abandoned cart emails are sent.

2. Brand awareness

Email is fantastic because it gives you direct access to someone. It’s excellent one-on-one communication. And people don’t just let anyone into their inbox these days. It is a carefully curated area set aside for favorite publications and brands.

Your brand will remain current in the minds of subscribers if it appears in their email inboxes. A personalized marketing email has a greater impact than a social media post, where you have no way of knowing if your message was seen by anyone. 

Scalability is one of the key advantages of email marketing. In comparison to other marketing channels, this means that emails can be sent to a large number of recipients for a reasonable price. 

3. Customer loyalty

Every phase of the buyer’s journey, including lead nurturing, conversion, onboarding, and retention, is fueled by email marketing. In order to streamline communication, email marketing is a crucial tool to use in conjunction with sales CRM systems.

As we covered in our guide to developing relationships with email, it is genuinely a potent way to create a community. 

How to Do Email Marketing

To send marketing emails, companies use ESPs, or email service providers. 

A piece of software that sends and controls email marketing campaigns is known as an email service provider.

The terms “email marketing platform,” “email marketing tool,” “email marketing service,” and “email marketing software” are also used to describe it.

Can’t I just send marketing emails with my regular inbox provider, you might be asking.  Do I really need to pay extra for a product?

It is technically feasible. (We even detail how in our guide to using Gmail to send bulk emails.)  But take care. You might experience issues with email deliverability, email design, and limited email bandwidth. This is why:

Email blasts are not the intended use of Internet Service Providers (ISPs) like Gmail, Outlook, Yahoo, etc. Although they’re free to use, they’re not free bulk email senders. As a result, spam filters are quick to identify a mass email sent from an ISP, and your account may be suspended for questionable behavior. 

In contrast, ESPs have the infrastructure required to ensure high email deliverability rates, or the ability to get emails into the inboxes of your subscribers. If you want to put yourself in a position for immediate success with email marketing, get yourself a dedicated email marketing service.

How to pick a provider of email services

With so many ESPs available, making the best choice for your business can be difficult. 

Some of the most popular options include Sendinblue, Mailchimp, Constant Contact, Convertkit, Mailjet, Mailerlite, and HubSpot.

The following questions can guide your decision:

  • How much can you spend? If it is very small, cheap email marketing services should be your starting point.
  • What kinds of emails will you be sending, and how frequently? This will help you estimate the volume of emails you’ll need to send. 
  • How many people are on your list of opt-in contacts if you already have one? 
  • How proficient are you at creating email designs? You should use a drag-and-drop email editor if you’re just starting out. Also useful are email templates. On the other hand, if you like to write your own email code, you’ll be searching for an HTML editor.
  • Have you considered implementing automated email workflows? Check out the email marketing automation options that the ESP has to offer. Simple autoresponders are all that some solutions provide. 
  • What contact list segmentation options are available if your company communicates with various buyer personas?
  • What transactional emails will your company be sending? The use of these is not regarded as email marketing. Some people prefer to manage these emails separately while using a tool like Sendinblue to keep all emails in one place. 

You should also think about your long-term requirements. Found an ESP you like? Simulate some scenarios. If my list grows to x, how much will this ESP cost? Does this ESP have the feature set I need to support me if I want to add x to my strategy? Which integrations or applications can I add on? “

Future optimism is healthy, but don’t let it overshadow your sense of reality. Of course, for the time being, keep your attention on the vital signs. 

What is the cost of email marketing?

Email marketing costs can vary greatly depending on the size of your email list, how frequently you send emails, how much support you need, and the technical specifications you’re looking for.

Free email marketing plans may be more than functional enough for some people. Others may spend hundreds, or even thousands, of dollars each month on email marketing.

The majority of providers base their pricing on the number of contacts on your email list, which you’ll notice as you compare different options. For those who are just starting out, this pricing structure may be appealing, but costs skyrocket as your list gets bigger. 

But the goal of email marketing is to expand your subscriber base! 

On the other hand, Sendinblue bases its pricing on email volume rather than subscriber count. In this way, your email list can expand indefinitely without affecting the price. 

The Lite Plan, which starts at $25 and includes 20,000 monthly emails and unlimited subscribers, is more than adequate for any small business that is just getting started. Today, give it a try!

How to acquire email addresses for marketing.

It’s time to start compiling a list of interested, opted-in subscribers because you can’t send email campaigns if you don’t have anyone to send them to.

Opt-in. You read that correctly. Considering the following regarding email contacts:

Everyone on your email list must have given their explicit consent in order to attend. 

Just what does that imply?

By entering their email address into an email signup form on your blog, website, landing pages, social media account, or somewhere else, they indicated that they were willing to receive emails from you. In email terms, this consent is referred to as an “opt-in.” (Opting out) is the equivalent of unsubscribing.

Permission-based marketing is crucial in order to comply with data protection regulations and maintain the integrity of your brand. Everyone dislikes spammers, after all. 

Most ESPs allow you to create signup forms because this is a pretty essential component of email marketing and will help you expand your subscriber list naturally.

Listed below are some tried-and-true methods for building your email list naturally:

Add registration forms to your website and other locations.

Place your email subscription form in prominent locations where it will be seen by everyone.

The homepage, the contact page, and blog articles are common locations for subscription forms. Adding a pop-up form to your website might also be a smart move. Just be careful not to significantly impede the user experience. Pop-ups that stop users from browsing your website may be quite discouraging! (Consider placing your signup form where your call to action is located.)

By putting a link in your bio or posts, you can share forms on social media.

Do you run an online or e-commerce business? Make a signup option available during checkout.

Use lead magnets.

Nothing accelerates a list’s growth like premium content.

Secure content like reports, checklists, infographics, and ebooks are excellent ways to expand your contact list. Visitors who sign up for your newsletter list receive valuable content in return. It’s a win-win! For more information and inspiration, take a look at these content marketing hacks!

Additionally, offering promotions and discounts is a great way to entice people to join your list. For instance, when you sign up for Mango’s newsletter, they will discount your first purchase by 10%.

Creating effective marketing emails

Following the creation of your contact list, define your email marketing strategy and start writing your content.

How to describe a strategy for email marketing

Consider the goals of your first campaign as you develop your email marketing strategy. Here are a few typical objectives for newcomers to email marketing:

  • promoting a new item.
  • I share a discount with devoted clients. 
  • Increased downloads of your most recent ebook.
  • communicating company news to subscribers.  

As long as they are appropriate for your audience and business, your goals can be either specific or general. In either scenario, it will be simpler to create your email content if you have a specific, quantifiable goal. 

design guidelines for marketing emails.

It’s not necessary for email design to be challenging or overly technical. You can quickly and easily create beautiful and expert marketing campaigns using a drag-and-drop editor. 

No need to obsess over writing elaborate, ornate emails. More importantly, you should concentrate on developing an email that accurately represents your brand, whatever that may entail.  Oftentimes, this means keeping it simple. As your skills advance, you can always build on this.

Utilize ready-made email templates to save time.

Email marketing templates are the ideal shortcut to standout email design for both newcomers and seasoned pros. 

Just pick your favorite. Apply it to upcoming email newsletters after customizing it to match your brand’s colors and font. You only need to update the content. Simple and speedy!

How to craft an effective email copy

The content of your emails should be valuable, relevant to your audience, and consistent with your brand’s voice.  

Consider the following advice when writing compelling, compelling email copy:

  • What do I need to provide for my audience? How can I assist?
  • Consider that your reader is just one person. 
  • Display the character of your brand.
  • To narrate a tale
  • Start with the email subject line to pique readers’ interest; more on that later.
  • Write in a conversational style and use your own voice.
  • Use short paragraphs to break up the copy, and whenever possible, use bullet points.
  • Replace the brand logo with a name of a real person in the email signature.

What time of day should a marketing email be sent?

Be strategic when deciding when to send your emails, not just pick a random day and time. Pick a time that works for your audience by considering what you already know about them. 

According to Sendinblue’s research, email marketing campaigns typically perform better when sent on Tuesdays or Thursdays at around 10 a.m. or in the late afternoon at around 3 p.m.

The best solution, however, might not be the one that works for you. It’s crucial to run tests at various times to determine your audience’s sweet spot. Alternatively, use Sendinblue’s Send Time Optimization feature, which determines the ideal moment for each specific contact based on historical engagement information. 

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