By “email marketing,” we mean the act of a business sending out an email(s), either to an individual subscriber, their whole email list, or a segment of that list. In email marketing’s broadest sense, each and every email sent to either a prospective customer, current customer, or loyal follower of your brand, comes under the umbrella term “email marketing.”
The Importance of Email Marketing
The beauty of this marketing method is that you’re targetting warm leads. By “warm leads,” we mean prospects who have previously shown an interest in your products or services. In a nutshell, this is a fundamental principle of email marketing. The aim is to build trust and rapport with the subscribers on your email list.
Through email marketing, you can make existing and potential customers aware of new promotions, products, or simply update them on your latest progress. That way, you stay in their minds, and when the need for a service like yours arises, they’re more likely to think of you over your competitors.
How Email Marketing Works
Email marketing can also consist of transactional emails. These kinds of messages are sent automatically when subscribers conduct a specific action.
Abandoned cart email campaigns are a great example of this. This is when a potential customer leaves their online cart before completing their purchase. After a certain amount of time passes, an email will automatically send to the shopper, reminding them about the products they were considering purchasing. Occasionally, this draws their attention back to their abandoned cart and moves them onto complete the purchase.
Who is Email Marketing For?
It’s not just ecommerce owners who utilize email marketing. Charities often use email campaigns to keep donors updated with their progress. That way, subscribers feel personally involved with the charity’s work and are therefore more likely to continue donating their time and money to the cause.
Why Email Marketing Works
Since mailing lists are composed of subscribers that have visited your website or expressed interest in your brand before, it’s a more effective marketing strategy than cold emailing. More often than not, the latter (when poorly done) is likely to be perceived as spam mail.
The recipients of email marketing campaigns typically enjoy the content they receive. If they ever tire of the messages, they always have the option to unsubscribe and opt-out of your email list. So, as time goes on, the subscriber has full control over the content that comes into their inbox.
To weed out subscribers who are no longer enjoying your content but haven’t taken the time to unsubscribe, you can remove them from your email list yourself. This helps to keep your costs down, your open and click rates high, and your deliverability rates at the best they can be. Check out our article on the top 5 email verification, list cleaning, and validation services to learn more about how to do this.
Tips for Launching High-Converting Email Marketing Campaigns
Each newsletter should offer something of value. This is the only way to maintain and continuously entice the interest of your subscribers.
So, here are a few things you can do to keep your email campaigns interesting:
- Include Personalized Language & Imagery: The more your email sounds like a personal note written to each and every subscriber, the more likely they are to feel personally engaged. Also, include exciting graphics that represent your brand to break up the monotony of text.
- Use a Responsive Design: As many of us browse our emails using mobile devices, your email campaigns must look great on phones and desktop screens alike.
- Include an Appropriate Call-to-Action (CTA): Invite subscribers to check out a specific blog post, visit your website, take part in a survey, enter a prize draw, etc. Think about what you want customers to do and use your CTA to help make that happen.
- It Pays to Get Creative with Your Email Marketing: Subscribers are likely to receive lots of emails and shift many into the virtual trash bin, so keep things fresh to continually ignite their interest! Give your emails short, snappy subject lines that entice the interest or humor of your readers.
The right email campaign can have a 4000% return on your investment, so it’s well worth considering email marketing as one of your sales and business strategies for the future.