Getting your messages into inboxes is just one aspect of email marketing’s impact. You should have an email marketing strategy as a cornerstone of your digital marketing plan. When used correctly, email remains one of the most effective and targeted ways of reaching your customers. It can also be a useful way to make money. If you are just beginning your email marketing campaign, you should consider learning how to do it first.
What is Email Marketing
Email marketing is a way to promote products or services, but it does much more. It drives sales, informs, and builds a community around your brand. It’s one of the most cost-effective and conversion-rich forms of digital marketing today. It’s potent, persuasive, and generates great results for your ecommerce store.
The Importance of Email Marketing
A majority of communication takes place through email. 95% of consumers check their emails every day. There is no communication channel that has that advantage. The conversion rate for email is higher. A consumer who buys products marketed by email spends 138% more than a consumer who does not receive email offers. Emails have a higher average order value than social media. A good email marketing campaign is the most effective way to drive sales online.
Why is Email Beneficial for Businesses?
Businesses usually send marketing emails using ESP (Email Service Provider). Email service providers allow users to send and manage email marketing campaigns.
You can greatly increase customer retention, reach broad audiences, and generate a great deal of return on investment by using email campaigns. Because of these reasons, it is a very popular marketing channel.
Email marketing statistics are very easy to collect, measure, and analyze today. Opens, clicks, engagements, and more can all be tracked across every audience segment.
Your email marketing strategy’s open rate is one of the best indicators of how successful it is. This shows how many people open your email. This is something you can use when you’re planning an email campaign for your growing audience. Because welcome emails have such a high open rate, you may want to include some useful information in your welcome email to your audience.
Starting an Email Marketing Campaign
Before you run a successful email campaign, you need to do some prep work in order to be prepared when you send your first email.
1. Choose an email marketing service that meets your needs
Your first step should be to choose an ESP to manage and send out your email campaigns. Among the most popular email tools are SendinBlue, Mailchimp, Constant Contact, Convertkit, Mailjet, Mailerlite, and HubSpot. You should evaluate your needs. Decide which features are essential and which are nice-to-have. Make a list.
2. Create a targeted email list
For a successful email marketing campaign, you need a list of qualified leads. Getting your website visitors to subscribe to your email list is the best way to build a targeted email list. Subscription forms can usually be embedded on your website with the help of most ESPs.
3. Create a welcome email for new subscribers
Signing up for your email list means you have someone’s attention. Your welcome email is the perfect opportunity to keep them engaged further.
4. Establish your campaign’s goal
Setting goals is the first step in any good marketing campaign, and email marketing is no different. You need to think about what you want from your email marketing campaign to achieve success
5. Understand Your Audience
In order to effectively use email marketing, you need to understand who your audience is. If you are just getting started, you may need to make some educated guesses about how to target your content. As soon as you send out your first campaign, you’ll start collecting subscriber data so that next time you can use it as actual data.
6. Design your emails in a consistent and brand-consistent manner
The design of your emails should align with your overall brand found on your website, whether you’re using a template or have a developer on hand to code your emails. The recipient shouldn’t open your message without knowing who sent it.
7. Testing and Tracking system
You will learn how to make future campaigns better by studying key email marketing metrics. As a beginner, there will always be opportunities for improvement. ESPs typically include the following metrics in their analytics dashboards:
- Open rate: Indicator of how many people opened your email compared to the total number of recipients.
- Click-through rate: The number of people who clicked on your email link divided by the total number of people that received it.
- Unsubscribe rate: The number of people who unsubscribe divided by the total number of recipients (ideally as close as possible to zero). You need to review the frequency and segmentation of your emails if this number is high.
- Bounce rate: The number of emails that did not deliver divided by the total number of emails sent. In some instances, soft bounces originate from temporary problems, such as the recipient’s inbox being full. In contrast, a hard bounce occurs when there is a permanent problem (an inactive email address, for example).
A creative and effective email marketing campaign doesn’t necessarily have to be a difficult task. Using the strategies above will help you write emails that stand out, get delivered, and are read and acted upon.