You should consider email marketing as a modern way of communicating with consumers. Emails, as a form of communication, have been around for decades, ever since the first sent email message back in 1971. Over the years, the World Wide Web has evolved and grown, and email marketing has found its rightful place in the business world. Although email messages were once a popular way of communicating with friends, online messaging apps such as WhatsApp, Viber, etc. have taken over this role. Despite this fact, emails are still important and a large percent of people do check their email inbox daily.
This gives a high potential to reach online consumers. Email marketing should be a personalized approach, where your goal is to directly communicate with the online users in order to achieve something, such as generate a sale, get visitors, encourage downloads, etc. Even though an email marketing campaign is, in essence, a promotional campaign, you should go beyond this concept and use a more subtle approach to both reach and engage online users.
The goal of email marketing is to get the message to the consumer, but it is not enough to simply send a message. You need to encourage open rates and you need to explore how the consumers are interacting with your email, whether they forward it, click on the links, etc.
We will give you a different topics, you will learn the basics of email marketing, optimization of an email campaign, how to grow your mailing list and implement email marketing in your business, all for the purpose of improving your business through this online marketing technique.
Basics of Email Marketing:
To fully understand how email marketing can be used in your business, and how it can help with achieving your goals, you need to start with the basics.
What is email marketing?
Email marketing is a part of online marketing focused on communicating and establishing the connection with online users through emails. Regardless if the goal is promotional or informative, regardless if you send weekly or monthly, the core of email marketing is still communication with the recipient. The purpose of this communication is to nurture the relationship with the existing or potential customers, and to encourage an action which is the goal of an email marketing campaign.
To make sure you are communicating successfully, your email message should be:
• Relevant to the recipient
• With a relevant, yet engaging subject line
• Concise and spot on
• Sent at the right moment
• In the language the recipient understands
• Without any grammatical or spelling errors
• Without any broken links
The process of communication between a business on one side and a customer on the other goes like this. You have a message that you want to share. It can be a promotional message about a sale in your online store. It may be the news about your latest ebook. It may be an announcement for the event you will be hosting. The idea is to send a message that will encourage the recipient to complete an action, such as purchase an item, fill out a form, etc. The point is you have something to share with the subscribers. The next step is to write an email. There are lots of things to have in mind here, which will be the topic of one of the subsequent chapters. Finally, you send the message, wait and examine the results, in order to find out both positive and negative outcomes of your email marketing campaign. That is the email marketing process summarized in a nutshell.
One of the first obstacles every marketer faces is getting emails delivered and read. It is not an easy task, especially if you have in mind that over 200 emails are sent and received per person each day. As much as getting the attention through email marketing is lucrative (with huge ROI), it is a very difficult job. There is a true combat over users’ attention and it has become a real art to get under that spotlight. This is how email deliverability was introduced as the process of analyzing and optimizing the performance of an email marketing campaign.
Gradually, this is how the field of email marketing evolved, to become a whole new segment of online marketing, with its own best practices, strategies, and tools to use.
Email marketing as a part of online marketing:
To get the most out of email marketing, you need to combine this strategy with other techniques of online marketing, including content creation, search engine optimization, social media marketing, etc.
Email marketing on its own has a little chance of succeeding. The true potential of this marketing is seen when it is integrated into the overall online marketing strategy. For example, you have a new blog article (content marketing) and you want to share it with lots of online users to get more traffic to your blog (SEO). You send out a newsletter (email marketing) where you feature a summary of the article, inviting your subscribers to visit your blog to read the full article. This way you combine all your efforts to get the most out of it and to have the best chances for achieving your goals.
How to start with email marketing?
Once you know the basics, it is time to start with email marketing. In essence, this is a method for achieving goals, a strategy which utilizes your own resources (a mailing list) to boost your online performance.
Set up goals:
Like with any other campaign, if you want to reach success, you have to know what that success is. Goals you want to achieve will dictate the campaign settings, writing style, target audience, etc. They will also dictate the way you measure success. This is why the first step is setting up goals. Sometimes you might have multiple goals. Either way, start by determining some of them. Here are a couple of examples to get some ideas:
• I want to drive new signups for the service
• I need new leads
• I want to invite people to an event
• I would like to encourage people to donate
• I want to sell my product
These goals are a bit too general and vague. In order to measure success, you should try to make them measurable. For example, avoid “I want to drive new signups for the service”, but add a measurement “I want to drive 100 new signups for the service”. Or, instead of “I want to sell my product” try “I want to increase sales by 20%”.
Having measurable goals will help you determine if what you have achieved through the campaign is really in accordance with what you had planned. Not only will this determine whether your campaign was a success or not, it will also help you realize what you need to change to upgrade your performance.
Determine the pace of sending:
Now it is time to think about sending emails. One of the first things you will need to establish is the pace. The schedule of sending is important to keep you organized, but it also makes users feel more comfortable, as they know when to expect an email from you.
You should also analyze the performance of the email campaigns in the past, to determine if there was any particular day or period of the day that showed unusual rates, regardless if that was the surprisingly high or low open rate.
There are also studies that have been analyzing the performance of email marketing campaigns, in order to find out what would be the best time to send an email. Multiple types of research have come to the conclusion that Tuesday is the best day for sending emails, while morning, 10 am, in particular, was highlighted as the best time.