What is Email Marketing and How Does It Really Work?
Whether you intend to start a website, blog or any other online business, knowing how email marketing works are essential for the success of your campaign. It’s among the most cost-effective marketing tools for any online business.
This guide will help you understand what email marketing is and how it works. It will help increase your online attention, leads and also improve on sales. Read on to find out more:
What is email marketing?
This is a method of directly reaching out to current or potential consumers using electronic email as the primary means of commercial communication.
There are three reasons for sending an email:
I. Enhance relationship
Sending electronic messages can help build and enhance an existing relationship with both previous and new customers. This will encourage regular business with clients as a result of loyalty and trust.
II. Sale and advertisement
It can also be sent to customers to inform and convince them to purchase products. Similarly, merchants can use this means to advertise other companies’ goods and services besides their own.
III. New customers
If people have just subscribed through your website or blog, emails are the best to introduce them to your products and services after a warm welcome.
Benefits of email marketing
Why is this kind of marketing better than traditional marketing forms? Why does it have the best returns on investment? Here are a few reasons:
1. High return on Investment (ROI)
The Return on investment for email marketing increases every year. This means that it’s the most effective marketing strategy due to its continued increase in returns.
2. Low cost
How much does it cost for mainstream marketing? A lot of money, isn’t it? Newsletters are advantageous because of their low cost since they don’t require postage, print, billboard exposure, television channels or magazines. It only requires you to invest in a software that automates, tracks and evaluates emails.
3. Instant impact
A business that uses newsletters for advertisement will begin seeing results within a very short time. For instance, a 24-hour deadline sale is a great way to create urgency in customers as well as convince them to take action immediately. Other business will have to take a while before they make sales.
4. A targeted audience
This kind of marketing allows you to customize it so you can send messages to subscribers who meet given criteria. You can send newsletters to people living in a given region of the country while excluding others. You can also send more messages to a group of people who have shown interest in a given good/service hence improving the engagement rate.
5. Easy to get started
You don’t need a lot of resources to start and run a successful campaign. For example, you don’t need special images, videos, logos or fancy templates for a successful campaign. Instead, you only have to utilize the information you write, i.e., simple plain text.
6. Easy to measure
This means that it’s easy to tell where you had earlier made a mistake. This is because most email software can help track open rates, conversion rates, and click-through rates. This makes it easy to spot a problem and seek measures that can solve it.
7. Global audience
Although social media can also help spread your message to a lot of people globally, you can’t tell which people like and read your content. However, emails can allow one to send advertisement and any other information to a specific group of individuals throughout the world.
8. Easy to share
If one has great offers, promotions, and other deals, subscribers can easily forward the messages received to their friends and family members at just a simple click. Within a short period, your products and services will be known to a lot of people due to brand evangelism.
Best email marketing practices
You need to implement practices that will boost your marketing campaign. Some of these practices include:
. Avoiding spam content
It’s worth knowing that subscribers often punish newsletter senders by making any unsolicited email content as spam. Whenever you have this, you will begin getting a bad reputation with filters.
How can you avoid spam content?
Send content to subscribers who knowingly joined
This is key since you will be communicated to an audience that is well aware of your newsletters. This means that you need to avoid buying a list and then sending them information about your products and services. This is because they don’t know you and they might not be interested in any of your information due to various reasons.
Quickly welcome new subscribers
As a marketer, you need to take the shortest time to contact your subscribers. In case you take long to reach out to your new subscribers, they will mark your email as spam since they may not remember signing up for it. In short, send automated welcome emails to new customers within 24 hours of their subscription.
Avoid spam words
There’s a list of obvious and notorious spam words and phrases that spammer and online scammers love to use. Such buzz words include 100% free, apply now, earn extra cash today, etc. Avoid such words in your newsletter.
Do a spam test
Most email marketing service providers will allow marketers to tell if their content contains spam and after that come up with ways of prevention.
Spam filters check to ensure that you really know the person you are sending an email to. Therefore, you can avoid spam by personalizing your content. Personalization is an effective way to increase your newsletter open rate.
Use your company’s domain
Any serious marketer will send emails using their reputable company address. For instance, use addresses like wgproducts@WGCompany.com instead of @hotmail.com or @gmail.com
Before sending any campaign, ensure you test it to avoid broken links or any other missing information. Send yourself one or two test campaigns to ensure everything looks and works the way you want. You can also use Mailchimp’s test and preview tools to check if images load, button, and hyperlinks work correctly.
Track open and click Rates
Always leave your click and open tracker tuned on by default. This will help you analyze whether your clients love your campaign content or not. It will show you the kind of campaign your readers like and also help you take measures to modify your future emails.
How email marketing works
Before you begin collecting subscriber addresses, you need to take time and think about the strategy you intend to use.
Planning and creating an email marketing strategy
You need to learn how to create effective emails that people will want to read. Remember, clients receive over 100 emails a day. Hence, if yours isn’t created well, it will not be read, or it will be sent to spam.
Here are 4 ways to a great marketing strategy
How do you plan your campaign to help your business? It’s always crucial to know the purpose of your newsletter campaign. This will help you set attainable as well as measurable goals.
Also, if you are still starting, focus on building your brand and growing your subscribers.
Define your audience
Learn and understand what your future subscribers or buyers want and after that ensure your campaigns meet their needs.
Make a schedule
How often do you want to contact your subscribers? Understanding ts will inform your customers about how often they will be receiving your newsletters. This will build your trust since they will stick to your consistent schedule
Choose the Campaign type
Take time and learn the different types of campaigns that are available. Sometimes campaigns can be overwhelming due to difficulties in decision-making. For instance, what products should you send your clients first? Should your newsletter be sent monthly or weekly?
Building your subscriber list
An active and well-engaged list of customers is important for a successful business. However, the most important part is having the right subscribers rather than many subscribers. You need the customers who are interested in what you share.
To attract quality prospects as well as increase your list, use the following simple steps:
Ssign up forms are used on marketer’s websites to collects email addresses of people who wish to receive newsletters These forms also allow the marketer to get the prospect’s information such as geographical location, name, likes, etc.
They occur as pop up boxes displayed on a website or may be located on the header or sidebar of websites. You need to convince and urge your website visitors to sign up because of your awesome newsletters, offers, gifts, information and many more.
There are 4 different types of sign up forms:
• Static sign up form
• Pop up form
• Notification bar form
• Slide-in form
Writing engaging information
The first step to writing valuable content is always keeping your prospects in mind. Note that the only way to attract and maintain your prospects is by consistently providing them with valuable information. Some of your subscribers may not know what they are getting when signing up.
Therefore, ensure your content responds to any questions that may arise from a previous or new customer. The more effective your information will be, the more the click and open rates. This will build loyalty for your blog and general business since you are always addressing the concerns of your subscribers.
There are several types of emails that you can send to your prospects. They include, Follow up, broadcast, welcome and confirmation emails.
How do you write engaging content?
Below are two ways to ensure your information is engaging:
Writing subject lines
Brainstorm on the very first impression you would want to create in your customer’s mind when they first see your newsletter. Even if your newsletter has great information while your subject line is not good, very few people will read it.
Although there is no exact way of writing an amazing subject line, here are a few ways to ensure it always looks awesome:
• Be clear and concise
• Create a sense of urgency
• Keep the subject line short
• Be specific
• Ask a question
Writing personalized information
We all love it when we are addressed by our names. Also, subscribers love it when they know marketers have their interests at heart. Ensure you address your subscribers by their names in the subject line as well as in the body, whenever possible.
Designing beautiful information
Even though people see this as a daunting task, it’s a very simple one to carry out. However, you can also use the many templates provided in marketing platforms to create an elegant design. Some of the best designing practices include; avoiding layouts that have more than a single column, breaking up texts with images, using color schemes that are similar with branding and featuring essential content at the top of your newsletter.
Schedule and Send
Schedules your content by choosing the exact date and time for sending. Do some research on the optimal send time to determine the best time and date of execution. Besides, use specific segments or targeted messages to send hyper-relevant information to your audience.
Review and analyze performance
Analyze and review your newsletter performance by finding out its weaknesses and identifying ways of improving the message sent to customers. This is simple to tell because there are reports that can tell you if your emails have a positive impact on your subscribers. They include open rate, click-through rates, unsubscribes, traffic, sales, revenue per email and deliverability.
In general, email marketing is among the simplest and the most cost-effective ways of building and running a successful online business. All you need is to set your goals, launch your marketing strategy and get started. Simple, isn’t it?
There are a lot of individuals out there who are ready for your products and services. You only need to build your global community and deliver the kind of content they require.