What is Email Marketing and How Does It Work? : There is no doubt that email marketing is still the most widely used and most effective form of digital communication despite the growth of social media platforms, since it delivers the greatest return on investment per dollar spent compared to any other direct marketing strategy.
One of the top marketing strategies that makes money is through email marketing. Not only is it one of the cheapest and fastest ways to reach your target audience, but it is also very effective as long as you follow a plan. It can increase sales, drive traffic, and maximize profits.
In this article we are going to take a look at the many tools and techniques that are involved in executing a successful email marketing campaign. If you are a beginner and want to know more about email marketing, we are going to discuss the following topics:
- What is Email Marketing
- How Does Email Marketing Work?
- What are the benefits of email marketing?
- What are the disadvantages of email marketing?
- How many types of email marketing are there?
- What is the best email marketing strategy?
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What is Email Marketing
What is Email marketing?
In the digital marketing industry, email marketing is one of the processes used to send promotional email messages to your customers. This process assists in promoting your brand and driving sales or generating leads that you can use to build a community around your business.
A modern email marketing campaign no longer revolves around sending one letter to all people; instead, it focuses on consenting, segmenting, and personalizing emails based on the individual recipients.
How Does Email Marketing Work?
If you are wondering how email marketing works, you have come to the right place.
The process of sending marketing emails through the use of an Email Service Provider (ESP) enables businesses to manage their email campaigns and send marketing emails with the help of an ESP.
An email service provider facilitates the process of email marketing by ensuring the following:
- It is important to ensure that email messages are delivered to the inbox.
- Creates newsletters for clients
- Automates processes
- Content can be personalized in a number of ways
Building a mailing list, engaging with subscribers, and strengthening customer relationships are all benefits you can expect from these features.
The following are three essential elements of an effective email marketing campaign, in addition to an email service provider:
1. An email list
It is important to keep an eye on your email list as it contains the contact information of subscribers who have asked to receive your emails if they are interested.
If you want to protect the integrity of your brand as well as comply with data protection laws, it is imperative that you conduct your marketing according to permission. After all, nobody likes spam.
If you are looking for a way to grow your email list, there are a number of ways to do it. One is by creating a lead magnet (also known as an offer) which people are interested in, such as a coupon or a free subscription to an e-newsletter in exchange for their contact information.
2. An Email Service Provider
In email marketing, email service providers (ESPs) help you segment your audience, manage your list, and design and distribute your email campaigns in a way that is convenient to you and your audience.
ESPs provide you with the ability to automate actions according to the behavior of your target audience, which will enable you to reach and connect with them, which will increase engagement for your brand and lead to more conversions.
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3. Clearly defined goals
A brand can use e-mail marketing to achieve a variety of objectives, depending on the goals they desire to achieve. Some examples of these objectives are:
- Boost the awareness of the brand in the market
- Promote the sale of your products and services
- Lead generation is one of the ways to generate new business
- Engage the audience and keep them interested for a long time
- Enhance customer loyalty by increasing customer satisfaction
You must align your email list, ESP, and your marketing goals in order to execute a successful marketing campaign.
You should first segment your audience and then create your email list based on their demographics or the actions they take on your website.
Then created a series of emails personalized according to your audience, so you could reach your business goal according to the targeted audience.
Last but not least, you can automate the process by using your ESP and you can keep track of your campaign using it.
Email marketing types
A few different types of email marketing have been discussed in this article, which includes some marketing emails used by brands to engage their clients and provide them with information or promote the product they are selling.
– Promotional emails
Usually a marketing campaign would consist of a series of emails over a period of a couple of days or a couple of weeks to promote the brand, the product, the new release, webinar, or ebook.
The purpose of promotional emails is to get the recipient to click on the call-to-action (CTA) you want them to take, which may be to visit the website or purchase the product that you are marketing.
It is very important to consider the rhythm of your business when deciding how to use this type of marketing.
Email marketing: advantages and disadvantages
There are pros and cons to using email marketing as a marketing strategy. A few of them are discussed below, along with some examples:
Advantages of Email Marketing
1. Permission-based Marketing
The more trust you gain from your customers with their email address, the more likely you are to have access to their inbox. Receiving permission is better than showing up unwanted or uninvited and increases the chances of conversions and engagement.
You have the opportunity to communicate directly with your audience through email marketing since it is accessible to people of all ages.
The age of technology has made people more adept at checking their email daily, which means that your email is likely to be seen by people who are tech-savvy.
3. Gives you more control
There is one major advantage of having a mail account over other social media platforms of the fact that you own it. Whatever work you put into it, it sinks with that platform if it ceases to exist.
Getting in touch with your audience via email puts you in direct contact with them and facilitates the development of a one-to-one relationship with them.
4. More personalization capabilities
There are some ways to make a personalized campaign for the targeted people utilizing more psychographic or demographic data. Research shows that personalized email marketing can increase the revenue by more than 765%.
5. Easily measurable
One of the biggest advantages of email marketing is that it is easy to measure its effectiveness. This is very important as it will help you improve your email marketing campaign if you can measure it and improve it.
With the help of automated email marketing, you can better measure the effectiveness of your email campaigns by tracking how many people opened your emails, why they fell into the spam folder, and how much sales you generated from the campaign.
Challenges of Email Marketing
1. Competitive platform
There can be a real challenge in standing out in a crowded email inbox. You need to be creative if you want to make your message stand out among the others and get noticed.
2. Email deliverability
There is a great deal of challenge when it comes to getting your email into recipients’ inboxes. Deliverability rates can be calculated by comparing the number of emails you send compared to the number of emails that actually make it to your targeted customers’ inboxes. If you want to have a successful campaign, you have to make sure that your emails are delivered and address all the delivery issues involved.
3. Retaining subscribers
If a business is experiencing difficulty retaining customers, they may buy email lists in order to send unsolicited messages to people who are not in any way affiliated with your brand or product, hoping to convert potential customers. Due to the high likelihood of people not responding, as well as the possibility that messages may be categorized as spam, this practice cannot be an effective way to convert customers.
4. Mobile-friendly emails
You will not have much time to catch the attention of consumers if your emails are not mobile friendly. Most consumers check their emails from their smartphones when they are driving to their destinations. In the absence of a mobile-friendly email, you will force your customers to scroll up-down or left-right to understand the message. This will result in lost sales.
5. Struggle in growing email list
If you’re new in the business, it can be challenging to plan out an effective email campaign. In many businesses, marketers are wearing multiple hats; they manage schedules, employees, they are also responsible for building email lists, segmenting customers, creating personalized emails, and tracking metrics all at the same time. The task of managing this can be challenging, but it is necessary.
Best Email Marketing Strategies
It is necessary to make some strategies in order to make an effective email marketing campaign. Here are some best email marketing strategies you can employ.
– Build your own list
Creating a secure and healthy email list is the first step towards launching an effective email campaign. It may be possible to create such a list by offering coupons, gift vouchers, or other compelling offers to your customers. You can do this by promoting your business through your website, your store, or at an event; however, make sure your customers opt-in to your emails by opting-in.
– Practice email list hygiene
Keeping your email list up-to-date is the most important step in any successful email marketing campaign. Also, at regular intervals, make sure to remove inactive subscribers and no longer relevant email addresses from the list so that your email marketing campaign remains effective.
The idea that you should clean out your email list would seem counter-productive at the beginning, but it isn’t. By keeping inactive users on your email list, your engagement levels might decrease.
There are a lot of email service providers that offer the possibility to automatically remove inactive subscribers from your mailing list. In that case, you will not have to spend your time trying to manually update the list.
– Send targeted and segmented emails
Your customers will appreciate it when you send them personalized and segmented emails. This will help you build deeper relationships and keep your customers informed.
Regularly send your audience emails to keep them engaged. Send them a series of emails related to a particular topic they subscribed to. This will keep them from feeling as though they have been spammed.
– Clearly state what action you would like the reader to take
The goal of each and every email must be considered along with the creative subject line and layout. Determine what actions you intend the reader to take after reading the email or what they learned about your brand, product, or service. The email should be designed to encourage the reader to take these actions.
– Track the right KPIs
There is more to email marketing than simply sending out emails to your subscribers. It is about monitoring your campaigns to determine how effective they are and to find out how many subscribers are interested in what your company has to offer. With the help of KPIs, you can measure the effectiveness of the campaign and figure out how many subscribers would appreciate your offer.