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Email Marketing
Email marketing is a method of sending commercial messages to a group of people through email. Email marketing is an effective tool for businesses to promote and connect with their clients, build relationships, and promote products or services. Email marketing is a simple procedure to sell products. The process of promoting products or services using email is known as email marketing.
In 2023, 4.3 billion active users are forecasted.
293.6 billion Emails are sent and received each day.
Table of Contents
Why and How is Email marketing Helpful for Businesses?
Email marketing is necessary to promote businesses for several reasons:
- Email marketing is a useful way of direct communication with the audience. It is a powerful tool to build stronger and closer connections with your customers.
- With email marketing, you can segment your email list.
- You can send targeted messages to specific groups of people.
- Email marketing is cost-effective compared to traditional advertising methods like print ads or direct mail.
- Email marketing is an excellent choice for all businesses, as they can reach a large audience with minimal time and expense.
- Email marketing is time-saving as email marketing platforms offer automation features.
- Email marketing provides valuable data and analytics. This data helps you to understand the effectiveness of your campaigns and make data-driven results.
- Email marketing can help build trust and loyalty with your audience.
- It increases the conversion rate, click-through rates, and traffic of your website.
How Businesses Can Do Effective Email Marketing?
Define Your Goals
Define your goals clearly. What do you want to achieve with email automation? Do you require lead generation, customer retention, increasing sales, or other? You can improve your strategy to understand your goals.
Segment Your Email List
Divide your email list into segments like demographics, behavior, purchase history, and interests. It will help you to send targeted and relevant emails to selected groups.
Choose an email Automation Platform
Select an email marketing automation platform. Ensure that your chosen platform meets your business needs and offers automation features.
Sending Bulk Emails
Create a lead generation email for new subscribers. This sequence can include welcome emails, educational content, product recommendations, and calls to action.
Create automated emails according to specific user actions or behaviors, For example, post-purchase follow-ups, and re-engagement emails. Use personal emails to address subscribers by their names and customize email content.
A/B Testing
A/B tests different elements of your emails. Continuously keeping on check at different elements like subject lines, email copy, images, and calls to action will help you to identify the best strategy.
Drip campaigns
Develop drip campaigns to automate a series of emails. These campaigns can be used for promotions, product education, or to increase sales.
Monitor Analytics
Track open rates, click-through rates, conversion rates, bounce rates, or other relevant metrics. This will help to improve the performance of email marketing. Use this data to make improvements.
Feedback and Refinement
Encourage feedback from your subscribers and customers. Use this feedback to improve your email content and overall customer experience. Gradually increase your efforts as you gain experience and insights. Always focus on delivering value to your subscribers. Continuously test and optimize your email automation strategy. Do the best for your audience and your business goals.
How to Use Email Marketing to Grow Your Business?
To use email marketing effectively to promote your business, follow these steps:
- Build an email list. Collect email addresses from different sources i.e. customers, website visitors, and other sources. Ensure that your list is permission-based.
- Divide your email list according to demographics, behavior, purchase history, and history. This helps for more targeted and relevant messaging.
- Create relevant email content that may contain promotional updates.
- A/B testing and optimization can help to improve your campaigns.
- Track email marketing metrics. Analyze the data and adjust your strategy according to your needs.
Types of email marketing
- Business to business
- Bulk emailing
- Business to customer
Email Marketing Tools
Aweber, Klaviyo, Mail Chimp, Active campaign, Get Response, Yesware, Campaigner, Brevo, Send in blue.
Ways of collection of email
You can collect emails for marketing through a number of ways, as:
- A form on your website.
- Links to a form in your signature.
- Social media form on your page (e.g. Facebook, Instagram).
- Offer freebies/concepts (offer a free offer to collect emails e.g. in the form of video, PDF, document, course, service, etc.) or lead magnet.
- Facebook ads (it is costly but effective)
- Lead magnet.
What is Lead Magnet?
A lead magnet is something awesome that you give away for free in exchange for an email address. A free offer i.e. check list of add or mail list or any list related to your business. When you fill out the form and enter an email then lead magnet will be sent to you. It can be in the form of a Word document, PDF file, list, or video.
Types of Lead Magnet
- Ebooks
- A check sheet of tips or resources.
- White papers or easy studies
- A webinar
- A free quote or consultation
- Quizzes or a self-assessment
- Coupon
- What makes a lead magnet?
- Solves read problem
- Super specific
- Quick to digest
- High value
- Instantly accessibly
- Demonstrates our expertise
- Important matrices in email marketing:
- Making and designing templates for different audience
- Basic metrics
Some Important Terms About Email Marketing
Open Rate
Suppose we sent email to 100 people but it delivers to only 60 people and opened by 50 people. So open rate is 50%. If the email opening rate is 40% then it is good.
Click Rate Inside Email
It includes how much people open the email and read it.
Bounce Rate
If we send the email but it do not reach people, what was the reason? Was there a problem in the server or the email address wrong? If the server was busy then it is soft bounce and it can be solved but if there is a problem in the server or the email address is wrong then it will be hard bounce.
Unsubscribe Rate
If the unsubscribe rate is great then try another template or offer.
How to Improve Email Marketing
There are some best ways to effective email marketing. If you can improve:
- Subject line (emoji, longer/shorter length)
- Test (per header text, sender name, sender email, sending date/time)
- Closely work for previews (on mobile device)
- Relevancy (you should know the products in which people are interested)
- Segmentation of subscribers (estimating the people’s interest)
- Email templates
- Segments of different templates as: (Age wise, City or region wise, Sex wise, Category wise, Interest wise)
Important Things While Setting Templates
- There should be straight forward use of keywords.
- Define offer in simple and sale can size short words.
- Give a link of your website or social media account.
- Must include related images.
- Use short and attractive description.
Types of Email
Promotional Email
These email are designed to promote specific products, services or offers providing discounts or promotional contents.
New Letter Emails
These emails provide value able contents and related to industry, website, brands.
Drip Campaigns
These are schedule emails in the form of series over a specific period for lead.
Welcome Email
These emails are send to new subscribers to welcome to introduce brand or services. These emails include welcome message or informing about brand.
Follow-up-Email
Follow-up-email are sent to someone who do not shop form website but added item in their cart.
Re-activation Email
Sent to inactive subscribers to develop their interest in brand or services.
Survey and Feedback Emails
These are used to collect customer feedback, options, and data to improve products and services by considering their opinion important.
Event Emails
Event emails describe or promote your brands, services, or discount offer for a specific event, or industry trend.
Cross-selling And Up-selling Emails
These emails can be send subscribers to recommend related products or services to their purchasing history and offering to add an extra item in their purchase.
Announcement Emails
These emails can be used to share important news about new launched products, company updates.
Birthday and Anniversary Emails
These are personal emails. These emails can be send to customers on their special occasion to offer special offers.
Behavioral or Transactional Emails
 These are automated messages. These emails are sent to subscribers for their specific behavior e.g. browsing history, clicks, email opens.
Segmented Emails
 These emails are send to a smaller or specific group of people or subscribers due the specific reason of offers.
Mobile-optimized Emails
To make sure that your email automated tools are fully active and mobile responsive so that all the automation, optimization, and monitor can be controlled and seen on mobile. Users can also check them on mobile and tablets easily.
Email marketing and automation are effective for business growth. They make communication more efficient. You can target the right people at the right time through this effective tool. Effective email campaigns build strong customer relationships and nourish trust and loyalty. It helps to boost sales. Furthermore, email marketing provides valuable insights through tracking and analytics. Businesses can refine their strategies for better results. Overall, these tools are very effective and play a significant role in optimizing customer engagement and conversion rates.
About The Author
M. Ahmad
He holds a master's degree in Computer Science and has worked as an email and SMS marketing specialist for more than 6 years.
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