What Is Email Marketing ?
What Is Email Marketing?
The use of email to promote a business’s products and services. Email marketing can make the customers on your email list aware of new products, discounts, and other services. It can also be a softer sell to educate your audience on the value of your brand or keep them engaged between purchases. It can also be anything in between.
Anytime a company sends out an email, aside from order confirmations and direct responses to customer questions, it could be considered a form of email marketing. Email marketing is one segment of internet marketing, which encompasses online marketing via websites, social media, blogs, and more.
Email marketing can include newsletters with updates on the company, or promotions of sales and exclusive deals for subscribers. Marketing emails may also seek to share a general message on the company’s behalf, such as in the wake of a natural disaster or company scandal.
At its best, email marketing allows businesses to keep their customers informed and tailor their marketing messages to their audience. At its worst, this kind of marketing can drive customers away with persistently annoying spam emails.
Business goals achieved by email marketing
Above we learned What is email marketing, Now let’s discuss how Email marketing can help achieve 3 categories of objectives:
Conversion (selling your products and services)
This is probably the A-list objective of every marketer. If your brand is credible, it won’t take much stress for your clients to purchase right from your email. You can inform subscribers about upcoming sales, hot deals, and even provide them with personalized offers.
Be honest and straightforward — customers appreciate this. Add reviews and testimonials to your campaigns so subscribers have the proof in front of them. You can also provide a link to your site page containing customer feedback. At least, your product cards should have a review section.
Increase brand awareness
An email campaign is a great opportunity to remind clients about your brand. The more often they see relevant emails from your brand in their inbox, the more likely they are to choose your company when looking for a product. Keep in mind that sales-focused emails alone won’t help you create the right brand image in your clients’ minds. So, combine sales emails with educational content.
Email is a great channel because it has a certian degree of intimacy attached to it. For many people, the inbox has become a curated space filled with messages from their favorite brands.
By communicating directly into a contact’s email inbox, you have a unique opportunity to be present in their day-to-day lives. This is a lot more impactful than a social media post, where you can’t be sure if someone has seen the message at all.
Apart from intimacy, email has the necessary formality when it comes to communicating important messages. This would explain why email was the channel of choice for brands sending crisis communications during the COVID-19 pandemic.
Email plays a role in every stage of the buyer cycle: at the information and prospection stage, during conversion, and later on for customer retention.
One of the major benefits of email marketing is its scalability. This refers to the fact that emails can be deployed on a large scale to a wide number of recipients.
Here are a few effective tips for advertising on emails:
Always ask for email addresses, as you should not send unsolicited messages
Keep records of the registrations
Always give people an option to opt-out
Keep your email list secure
Some people think email marketing is outdated, but they couldn’t be more wrong. Email marketing has been utilized since shortly after the birth of the Internet. It has evolved considerably since then and is still an incredibly useful marketing tool.
In fact, many entrepreneurs argue that email marketing is more important now than ever before. There’s a good reason 85% of U.S. retailers consider email marketing one of the most effective customer acquisition tactics!
And now is the time to include email marketing into your digital marketing strategy.
Email Marketing Stats by Industry
Email marketing rules change based on your industry and who you’re marketing to. Below are some email marketing trends for B2B, B2C, ecommerce, and real estate companies that can inform your email marketing strategy.
Email Marketing Stats for B2B
Emails that are triggered by an action perform 3X better than nurture emails or drip campaigns
For 86% of professionals, email is their preferred communication channel
60% of marketers believe that email marketing produces a positive ROI
Clickthrough rates are 47% higher for B2B emails than B2C
Subject-line emojis accounted for increased open rates for 56% of brands
Email Marketing Stats for B2C
78% of consumers have unsubscribed from lists because a brand was sending too many emails
Over 90% of consumers check their emails daily
Email subscribers are 3X more likely to share social content than others
Email Marketing Stats for eCommerce
86% of consumers would like to receive a promotional email from brands they subscribe to at least once per month
Segmented emails generate 58% of company revenue
Email Marketing Stats for Real Estate
The majority (53%) of real estate companies obtain subscribers from their website
Businesses that blog get twice as much traffic from email as those that don’t
40% of real estate companies use list segmentation
Types of Email
We hope you now understand What is Email Marketing and How it’s useful. Now Let’s discuss its types:
Newsletters are the most popular type of email, with 83 percent of companies sending them. These emails are typically sent on a consistent schedule (weekday mornings tend to be the most popular with brands) and will often contain either content from the company blog or website, links curated from other sources, or both.
Lead-nurturing emails are typically a series of related emails that are sent over a period of several days or weeks. The idea is to move leads through your funnel and convert them into customers, all through an automated series of helpful content. Not only can these emails help to convert, they also drive engagement.
If you have any kind of e-commerce component to your business, you’re likely already sending transactional emails such as receipts and confirmations. These types of messages have 8x the opens and clicks than any other type of email. But you may not be making them work for you as much as you could.
Thanks for Reading: What Is Email Marketing ?
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