What is Email Marketing and How it Works
Email marketing is probably one of the oldest and the most commonly used marketing channels. Even now, some companies favor it to reach their target audience. Let’s test whether it still works and how it helps modern businesses survive.
What Is Email Marketing?
Email marketing is the approach used to target your customers with the help of emails. It increases the rate of conversions offering valuable content to address customers’ concerns.
How Does It Work?
What you need is to build the list of your target customers and send your marketing emails or newsletters.
Benefits of Email Marketing
Email marketing is used for multiple purposes but the most common are:
- building relationships with customers;
- increasing brand awareness;
- promoting content;
- generating leads;
- promoting products and services;
- leads nurturing.
Email marketing can be useful for your company as you can potentially reach more than three billion customers that use emails. It can generate unbelievable returns of roughly $40 per each dollar spent. Two thirds of potential customers make purchasing decisions as a result of email marketing. Marketing experts consider email marketing even more effective than social media channels. This is your own channel which is free from any outside regulations. Therefore, external authorities can’t control how you reach your subscribers.
How To Start an Email Marketing Campaign?
Before you start sending emails to your target audience, plan your marketing campaign carefully. Follow these steps to develop an effective marketing campaign:
- define your buyer persona;
- set email marketing objectives;
- collect their emails.
Having a clear understanding of the needs of your audience you can easily portray your buyer persona and address their concerns. The research of email statistics in your industry will help you set the goals of your marketing campaign. Your prospects should clearly understand the steps they must follow to get your free offerings. Therefore, create a simple but effective opt-in form to build your email list.
Creating an Email List
You can use different approaches to collect emails of your prospects. Use your creativity and out-of-box thinking to catch them up. For example, you can use lead magnets to expand your email list. One of the common approaches is to create free offerings. The scheme is quite simple: you ask your prospects to give their emails in exchange for useful links, tips, free webinars, templates or e-books. Your potential customers appreciate free options and this is a great opportunity for you to grab their emails. To encourage your prospects to share their emails you need to create an attractive opt-in form. Here are some tips to make it enticing:
- attractive design that can grab attention of your target audience
- make clear representation of your offer
- use high-quality content
- make it simple and short
- ask them to opt in twice
- test your opt-in form before you offer it to your prospects
Now let’s consider the best practices of sending emails.
In general, the process can be described as follows:
- find an appropriate email marketing service
- read some tips on how to use email marketing
- segment your email marketing efforts
- personalize your strategy
- use email marketing automation tools
- use templates
This is a general scheme but you can use your own tips once you get more experience. Email marketing patterns may vary from industry to industry. Therefore, research this issue before you start. If you implement this scheme step by step this should end up with a list of several subscribers. Further, you can start building relationships with your prospects.
Beware of Regulations
Building your email strategy may seem shiny at the first sight but it isn’t. You may ask why? The answer is: email regulations. Make sure your email strategy complies with CAN-SPAM regulation.
CAN-SPAM controls the process of getting emails requested by subscribers. The requirements of CAN-SPAM are quite simple: include the name of the company, place unsubscribe links in the body of your email, use your real email and fill in subject line of your email. Another compliance requirement is called GDPR. It’s easy to comply with as it target the protection of users’ personal space and freedom of choice. Google its requirements before contacting your prospects to avoid unpleasant experience.
Also, take your time to get to know how to avoid spam filters. Otherwise, this may end up with sending your emails to SPAM boxes where your prospect will never find your outstanding proposals.
Perform Analysis of Your Email Marketing Strategy
The analysis of the effectiveness of your email marketing efforts will help you better understand what was done right or wrong to make more informed decisions in the future.
What you need to do is:
- perform A/B test
- identify a set of key performance indicators (KPI)
- adjust different email components to improve outcomes
- use report templates
These are the very basics of email marketing. If you’re new to this activity, you may try to boost your conversion. Presently, many marketers prefer using social media for promotion. However, you should not undervalue the opportunities of email marketing. You may try to use it to enhance your marketing strategy and diversify your marketing efforts.
Originally published 2021.01.11 , updated 2021.01.19