In the dynamic and constantly evolving field of digital marketing, trends and channels come and go. Even in the face of new developments such as TikTok ads and influencer partnerships, email marketing has proven itself time and again. While email may not look as glamorous as other marketing channels, when it comes down to delivering results, email marketing holds the top spot in marketing effectiveness.
With more than 4.5 billion email users around the world, email is still one of the most direct, cost-effective, and high-converting marketing tool for any business – regardless of its size or business model.
Email marketing is defined as the act of sending targeted email campaigns to a list of subscribers to build relationships, nurture leads, share products or services, and increase customer loyalty (just some examples). Email is also an opportunity for consumers to gain content from brands, whether it be welcome sequences, newsletters or promotional emails, brands are provided with the opportunity to communicate with consumers immediately at a personal level.
In contrast to social media algorithms that limit your reach, when your emails arrive in your audience’s inbox – they are directed to you. You own your email list – you’ll never be reliant on a third-party platform or make sudden reach decisions.
Research has shown traditional email marketing generates, on average, a $36 return on investment for every $1 spent. This makes email one of the highest ROI marketing channels.
Modern email platforms make it possible to send messages personalized to the recipient, based on user behavior, interests or demographics. A segmented email list ensures the right message will get to the right person at the right time.
Keeping in touch consistently through email effectively promotes relationship care, which means trust and engagement for your brand. If you send them a useful tip, special offer, or behind the scenes story, you are taking care of your audience.
Welcome emails are impactful. What would it be like to meet a potential customer with a warm greeting? Welcome emails are the first touch point to create a connection with your new potential customer. They are also the type of email with the highest open rate.
A newsletter is an email that is automated. Brand newsletters go out on a regular schedule (weekly, bi-weekly, monthly). They contain highlights on company updates, interesting stories, compelling tips, and/or information about promotions.
Promotional emails drive conversions by announcing sales events, offers, product launches, and one-time discounts.
Abandoned cart emails are essential for e-commerce businesses. The abandoned cart email prompts users to finish their checkout. Often, these emails contain incentives like a discount to encourage a timely finish to their purchase.
A re-engagement campaign will restart connections with inactive subscribers through tailored messages and/or incentives.
Create an organic email list by using lead magnets, sign up forms, or gated content. Never purchase email lists, or it will hurt your reputation and deliverability.
The subject line is your first impression; it should be clear, compelling, and create curiosity for readers to open the email.
Incorporate the subscribers’ name, use their past behavior or interests to fuel content, and always write with a human tone.
Be clear that you want the reader to take a certain action in every email. It could be reading a blog post, purchasing something, or filling out a form.
Over 60% of emails are opened on mobile devices. Therefore, you must design a responsive design and easy navigation for small screens.
A/B test your subject line, different send times of day, or even content formats, while watching your open rate, click-through rate (CTR), and unsubscribe rate for analysis and improvements.
Email marketing is not just about the messages, it’s about developing long-term relationships with your audience. Email marketing is the only channel that offers off-the-charts control, personalization, and scalability. Don’t wait to start using email marketing if you haven’t implemented it yet.
If you are nurturing leads, making a sale, or telling your story, email is going to be your brand’s direct connection to customers’ hearts, and it’s inboxes.
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