Emails are one of the most popular forms of digital marketing today. Approximately 86% of American adults use email, and 73% use it frequently. Why? It’s pretty simple: people like getting messages from brands they trust.
According to HubSpot Blogs research, 86% of consumers have bought something after viewing an email marketing message. Additionally, 62% of consumers have bought something after reading an email encouraging them to try a product or service. Finally, 55% of consumers have bought something after viewing a notification email. This data supports the idea that emails can be used to communicate with customers in a way that feels personal and familiar.
Why Email Marketing?
E-mail marketing is one of the most affordable and accessible methods of digital marketing, and it’s always available. You can send out a mass email to hundreds of thousands of people at once, or you can send individual emails to target audiences. You can even take advantage of the Amazon Echo and other voice assistants to send out a notification to your subscribers with the word “Hey,” followed by your message. When someone triggers that notification on their smartphone, they will see your message — without having to open up your email marketing software!
Additionally, studies show that customers appreciate receiving in-depth emails that provide them with useful information. According to HubSpot Blogs research, customers value receiving emails that are helpful more than those that are simply promotional. Why? It’s likely that customers think that the company must have researched the problem the email is trying to solve before hand, and so they appreciate the time and effort that went into producing it.
What Makes Email Marketing Viable?
One of the things that make e-mail marketing so effective is that it’s personal. When consumers type in their email to receive marketing messages, they are doing so because they already have an established relationship with the company. This makes email marketing a bit more personal than traditional advertising methods, which rely on demographic data to direct their messages to the right audience. With email marketing, the audience is already there, and all you have to do is connect with them on a more personal level. You can find a book on every genre and topic imaginable, as well as a variety of movies and TV shows, but if you want to best use email marketing to attract leads, you need to understand how to engage with your audience on a more personal level.
Howto Best UseEmail Marketing toConvert Leads
Let’s get to the good stuff now! Once you have a relationship with your customer base, you can use email marketing to establish yourself as a thought leader in your industry. Create mini-documentaries on the state of your business, and teach your audience valuable lessons about life and work. Additionally, you can use email marketing to conduct business, sales, and marketing research. For example, if you know that customers often buy products after receiving an educational email from a brand, you can devise an experiment to see if providing more educational emails will cause sales to increase. Finally, you can use email marketing to grow your audience and multiply the effectiveness of your outreach. According to HubSpot Blogs research, 56% of customers unsubscribe from email marketing campaigns that sent too many messages — perhaps too personal emails or those that are simply too promotional. To maintain a good relationship with your audience, you need to prove that you care about their interests and needs. Email marketing is an effective way of doing this.
Crafting the Perfect Email
When crafting the perfect email for a marketing campaign, you first need to identify your target audience. You can do this by observing your subscriber’s actions on your various marketing channels. Once you know who you’re trying to reach, you can craft a more personal email that will appeal to them. Additionally, you can use email marketing tools to help you measure the success of your campaigns and optimize your efforts. Some of the things you may want to measure include the total number of opens, clicks, and unsubscribe rates. You can also look at the engagement metrics — such as time on site and form submissions — to see how much engagement you’re getting and whether or not your efforts are paying off.
E-Mails From A to Z
Just like the rest of digital marketing, email marketing is big on acronyms. Here are the basics you need to know to get started: