What is Email Marketing? How does Email Marketing works ?
Email marketing simply known as the promotion of product or service through sending commercial messages to the targeting people via email. Every email sent to a potential or current customer could be considered as email marketing. Email marketing is also known as direct mail marketing. It is one of the segments of internet marketing. Email marketing is a popular way for businesses to reach customers. It is one of the fastest, cheapest and easiest way for marketers to connect with customers. It usually involves using email to send advertisements, request business and donations.
The purpose of email marketing is enhancing the relationship of a merchant with customers, convincing current customers to purchase something immediately, capturing new customers and to encourage customer loyalty. It is meant to build trust and brand awareness.
In this article we know about what email marketing really is, why companies should use it.
Types of effective marketing emails
Transactional email is an automatic email. Transactional emails may also called triggered emails. They are triggered by user interaction, they are sent to one person, rather than to many people. For example, when a customer buys a product or makes a reservation, emails are sent out to confirm that transaction. Transactional emails are an opportunity to introduce or extend the email relationship with customers.
These emails include
Email news letters
The email newsletter is one of the most effective type of email marketing. An email newsletter is a message that is sent out to customers on a regular interval. It may be sent daily, weekly, monthly or annually. Newsletter emails inform customers of current promotions, sales, and the newest offering.
Newsletters usually don't have explicit sales messages. It informs users about your products, it tells them what you have been up to and it helps you build a unique relationship with them. It Create viral awareness of your company, product, or brand. It Drive page views to your website
Types of content in an email newsletters are
9 Steps for effective email marketing
1. Know your goals
Before you start, plan your email marketing strategy. Email marketing helps you to stay focused and motivated. Identify what the main aim of your email campaign is. If you haven’t the objective of your campaign you cannot proceed the next step.
This may include,
2. Select an email marketing service provider
Email marketing service provider helps you to create more successful email marketing campaigns. There are a huge range of email marketing tools out there. Important thing is to choose one that fits your aim and your budget. Look for free trials so you can review the product before buying it. Email marketing service provider will help you to schedule transactional emails, respond quickly to customers, create and deliver promotional emails.
Some of the most popular email marketing service providers are,
3. Segment your audience
You need to decide who you are going to contact. To make your email content relevant, you need to identify your target audience. Segment your email list for better targeting. You will be able to segment it based on your audience on the basis of their behaviours and their needs. Once your contact lists are in order, you can easily set up your campaigns to go out with optimal results.
This will help you to design an email that will engage them and encourage them to respond. If you are not segment your email contacts you will get low click and low response rate only.
Some common fields to segment your list by,
4. Design your email
A marketing email should be designed to turn the readers to take an action. Email design is a technical art. Attractive design can go a long way to driving conversions. You will need to create attractive design that get attention and encourage people to sign up.
Some important practices to consider when designing email template is,
5. Create a great content
Great content is one of the important elements in email campaign. Your content gives your readers a reason to absorb what you have to say. Create email that benefits your readers and your business. You don’t need to write a brief story. A poll, survey, GIF and video will help you to keep readers more engaged.
Tips for effective email copy,
6. Create a great landing page
Landing pages are web pages that readers come at after clicking a link which is in email. Your campaign success is based on the number of people taking the next step you desire.
You may consider following things to create a great landing page,
7. Plan your topics and send schedule
Send emails on scheduled basis that will bring trust among your readers and your relationship gets strong with them that will help you to increases chances of sales. If your customers live in different time zone, you need to send emails at the right time. Tuesday, Wednesday and Thursday are the best weekdays to deliver your email campaigns.
Ways to schedule,
8. Send out the emails
After you finalise your email design and content of the mail, now it is time to send out the emails to your list of contacts. Before you sending emails double check all the things such as how do your emails look when your customers receive them? Is the spelling and grammar correct? Is the sender correct? You need to check the links are work properly. You need to send test emails also.
9. Analyze the results
It doesn’t end when you send out your emails. It is necessary to track and analyze emails performance. If anyone has not tracking their email marketing campaigns performance then they will loss their opportunity for improvement.
Tracking your campaigns performance is a great way to look for areas that require improvement
Here are some of the most important metrics you should be looking at
- Soft bounce - A soft bounce occurs when the email bounces after being accepted by the recipient’s server. This is a temporary problem such as a problem with the recipient’s server
- Hard bounce - Hard bounce means permanent delivery failure. It happens when the email address fails and is not accepted by the recipient’s server. You should immediately remove hard bounce address from your email list.
Advantages of email marketing
Email marketing is a powerful channel to drive revenue to your business. Hopefully, this guide will help you to improve your email marketing strategy.
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