E-Mail Marketing

1. E-Mail Marketing DATE – 29/06/2022

2. What is E-mail Marketing? • Email marketing is a direct marketing channel that lets businesses share new products, sales, and updates with customers on their contact list. Its high ROI makes it crucial to most businesses’ overall inbound strategy. Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalization.  This may sound time-consuming, but marketing automation handles most of the heavy lifting for you. In the long run, a well-designed email marketing strategy not only drives sales, but helps build a community around your brand.

3. Types Of E-mail Marketing? • Marketing emails can be promotional, informational, or serve a specific purpose in the buyer journey. – • Promotional emails – • Email marketing campaigns are used to promote special offers, new product releases, gated content like ebooks and webinars, and your brand at large. A campaign could consist of 3-10 emails sent over several days or weeks.  Promotional emails have a clear call-to-action — CTA, for short. The CTA represents the specific action you want the reader to take, whether it’s visiting a page on your website or using a coupon to make a purchase.  Your business’s sales and marketing rhythm typically determines how often you send this type of marketing email.

4. Informational emails – • Newsletters: A newsletter, as the name suggests, shares news related to your business.  Think: new milestones reached, new product capabilities, or featuring valuable content like case studies. Sent at regular intervals — weekly, bi-weekly, monthly — newsletters help maintain consistent touch points with your email subscribers. • Announcements: Email is the perfect way to inform customers of company announcements, new product releases, changes to the service, etc.  More often than not, email is the go-to channel for important messages. If there’s a glitch on your website, shipping delays, or an outage in your system/software, updating your contacts via email is the best way to maintain communication.

5. Re-engagement emails – A re-engagement email is pretty much exactly what it sounds like. It’s an email (or often a sequence of emails) that’s designed to re engage subscribers who have stopped engaging with your regular emails, as measured by engagement metrics such as click rate, open rate (if available), and so on. In a perfect world, every single subscriber would open every single email and click on every single call to action.Butin the real world, it’s easy for subscribers to start tuning you out.

6. Why It Is Important? • Email isn’t a new technology. In fact, it was one of the very first means of digital communication to arrive back in 1971. But at 50 years old, email marketing is used today more than ever before.  You may be thinking, “Do people really still use email? Isn’t social media where it’s at for marketing today?” While it’s true that social media is an important channel for any digital marketing strategy, email has several advantages. First, email marketing campaigns can be personalized to a greater extent than those on social media. Next, costs are considerably lower than for other channels, especially considering the reach and conversion rate associated with email marketing. This is part of what makes email marketing so ideal for small businesses.

7. Still don’t believe us? Let’s take a look at the numbers: • In 2020, there were over 4 billion global email users.  • 80% of Americans check their email at least once per day, with nearly a quarter of them checking their personal email several times a day. • 62% of consumers ranked email in their top preferred communication channels with small businesses.  Given the figures, not having an email marketing strategy means missing out on sales opportunities and the chance to build lasting customer relationships