It is no secret that email marketing is one of the most effective ways to grow and maintain a business. According to HubSpot Blogs research, 73% of respondents said they would mostly or completely change the way they communicate with customers due to email marketing, while 66% said the same about social media.
Yet many companies still don’t leverage email marketing properly, which means they are throwing away all the effective work that went into building a business. That’s a tragedy, especially considering that with a little know-how, a lot of engagement, and the right tools, anyone can do email marketing successfully.
This blog post will help you master the art of email marketing so you can bring the power of the internet to your business.
Why Email Marketing?
The growth of digital marketing and social media as a whole has made it clear that email marketing will never truly die. In the age of digital marketing, there is simply no avoiding email.
People have been using email to communicate with businesses since its inception, and with good reason. Here are a few compelling reasons to still keep email marketing as part of your digital strategy:
It is Immediate
With just a click of a button, you can send an email to your customer almost instantly. This convenience makes it ideal for situations where you want to communicate with your customers quickly, such as to let them know about a special offer or promotion.
In the past, customers had to call or visit your business to place an order or get some service. Now, with email marketing, you can provide them with immediate value by sending them a promotional email that contains a special offer or discount codes.
It is Global
Whether you are an ecommerce store or a service-based business, you can easily capture customers around the world with a good old-fashioned email marketing campaign. In these campaigns, you can target users based on their geographic location, so your emails will reach the majority of your readers.
There are strict guidelines and regulations around the type of emails that can be sent to people based on their geographic location. For example, in the United Kingdom, you must market yourself and your products or services in accordance with the Consumer Code of Practice for Advertising in Electronic Communications (effective as of March 25, 2019).
This regulation means that, in general, you should avoid sending spammy or irrelevant emails to people. Instead, you must use email marketing to communicate with your customers in a way that is relevant to them and builds a meaningful relationship.
If you do happen to market yourself or your products in a way that breaks the above guidelines, you could find yourself in trouble. The best way to avoid this is to become a member of the Direct Marketing Association (DMA), which will give you the chance to get a disclaimer in front of anyone who receives your emails. If you meet the criteria, you will have the option of getting a free digital membership to belong to the DMA.
It is Personal
With email marketing, you have the opportunity to connect with your audience on a personal level. This is a major draw of the platform, as people feel more comfortable engaging with businesses and brands they know or have some connection with.
If you can manage to incorporate some type of personal connection, such as a name or a recognizable face, your emails will have a much greater chance of being opened and acted upon. For example, if you send an email to email@example.com, you are much more likely to get a response than if you had sent the same email to firstname.lastname@example.org.
It is Engaging
When an email gets opened, the reader is typically greeted with some type of content that is of interest to them. If you can engage your reader with a combination of eye-catching subject lines and compelling content, you will increase the chance of that email getting opened and acted upon. When someone gets an email from a business they are not already a part of, they are often tempted to click on the link within the email to find out more about the product or service. After all, who doesn’t like to find a good deal or an interesting story?
To create an engaging email, follow the 80/20 principle. That is, you want to put in about 20% effort and engage with your reader for about 80% of the time. While it is tempting to put all your marketing effort into one massive email blast, that’s not how good email marketing is supposed to work. Instead, you want to send several carefully crafted emails to your audience over a period of time.
It Builds Relationships
The great thing about email marketing is that it builds a relationship with your audience. Thanks to modern email clients, you can take advantage of email marketing to send out a series of emails over a period of time, and your customers will be none the wiser. These emails can be used to promote your business and engage with your audience in a meaningful way.
When someone engages with your business or brand through an email, you can be sure they will want to continue to get involved. Therefore, when you use email marketing to engage with your customer, you are effectively building a relationship.
When someone clicks on a link within an email, they are taken to a new location. If that new location is within your company’s website, they are then likely to make a purchase or take other actions as a result of being redirected.
It Provides Measurement
Thanks to email marketing’s native ability to track performance, you always know how well your efforts are paying off. You can measure how many people opened your email, whether they clicked on a link or not, and the subsequent actions taken by that person. Thanks to these tracking pixels, you have the ability to see the results of your email marketing efforts in real-time.
If you want to find out how effective your email marketing is, simply look into your inbox. You will see messages from yourself, as well as the company you are emailing. In these messages, you will find the links to the various websites your company or brand owns. If you notice that someone visited one of those sites after receiving your email, you can determine the effectiveness of your email marketing campaign.
If you notice that someone visited one of your company’s websites and then bought a product or service, you can determine the effectiveness of your email marketing campaign. The key takeaway from the above is that while it is easy to point to social media and digital marketing as a whole when talking about email marketing’s evolution, the truth is that email marketing was always meant to be a part of the mix.
In summary, email marketing is a proven way of getting in touch with your audience, engaging with them, and getting results. While it is always interesting to see what is trendy and what is popular at the moment, the most profitable email marketing strategies are the ones used over years and tested in different industries.