No matter the industry, having a solid grasp of the dimensions of a particular market is essential for being able to effectively market a product. After all, what is marketing if not the act of determining the appropriate measurements for a particular product or service to effectively reach the right audience? In the world of marketing, nobody says “just throw money at it”, especially when it comes to marketing email campaigns.
What is a marketing email?
Marketing emails are simply e-mails that are used to promote or market products or services. They are often used in combination with other methods of marketing, such as SEO, paid ads, and social media.
But what does that mean exactly?
To answer this question, let’s take a quick look at the four stages of a typical marketing funnel:
- Attracting: This is the stage where you attract users to your site with a combination of SEO and paid ads.
- Converting: Once you’ve attracted a user, you attempt to convince them to take some kind of action, such as making a purchase or signing up for a newsletter.
- Matching: Once you’ve persuaded a user to take action, you attempt to get them to repeat that action often, which is called “matches” in affiliate marketing. Matches are events, such as purchasing a product, that a user undergoes to demonstrate their commitment to a brand or initiative (e.g. subscribing to a newsletter).
- Retention: Essentially, this is the stage where you try to retain your existing users by giving them more value (e.g. free samples, special offers, etc.) and encouraging them to come back for more.
Let’s take a look at each of these stages and how you can use email to improve your marketing funnel.
Attracting: Using Email to Attract New Users to Your Site
To attract users to your site, you could try using various tactics, such as creating a special offer that is only available to new users or using a discount code that is only valid for a limited time (e.g. “Welcome to our site!”).
Another approach would be to capture people’s interest in your product or service with a combination of copywriting and visual design, and then use that to draw them into landing pages that offer more information. Depending on how successful you are in capturing user interest, you can then use a combination of inbound marketing and SEO to drive more people to your site.
Converting: Using Email to Convert New Users to Regular Buyers
Once you’ve attracted a user to your site, you need to convince them to take some kind of action, such as making a purchase or signing up for a newsletter. To do this, you can try using various tactics, such as creating a unique discount code or a special offer that is only valid for a limited time.
Another approach would be to convince people to sign up for a newsletter by appealing to their interests. For example, if you’re selling gym equipment, you could try using a combination of copywriting and design to attract people who are interested in fitness, then encourage them to subscribe to your newsletter so you can keep in touch.
In the world of affiliate marketing, this is called a “lead generation” or “landing page”. When a user arrives at your landing page, they should find what they’re looking for and be able to easily choose the action they want to take, without having to click or tap anywhere else. If you’re creating a squeeze page (i.e. a landing page with no options besides an opt-in form), you should make sure that there are no unnecessary distractions, such as links to other websites or bulky text boxes. Keep it simple and uncluttered.
Matching: Using Email to Track User Behavior and Measure Success
Once you’ve persuaded a user to take action, you need to get them to repeat that action often, which is called “matches” in affiliate marketing. In the world of marketing, this is called retargeting or “reminding” a user of a previous action they took, so you can get them to take another one.
To track user behavior and measure success, you can try using various tactics, such as:
- Link tracking: Checking the domain names and addresses of your links to see which ones are working and which ones aren’t.
- Pay per click (PPC): Paying for each click on your advertisements (e.g. Google AdWords)
- Search engine optimization (SEO): Improving your site’s ranking in search engines, like Google.
- Retention: See above.
Once you’ve set up your email marketing campaign, you can use a tool like Google Analytics to track the effectiveness of your campaigns and determine which ones worked and which ones didn’t. With this information, you can iterate and improve your strategy moving forward.
This is just an overview of how to determine the dimensions for an effective marketing email. There are many other tactics you can use, such as email marketing research, to determine the best ways to attract, convert, and retain users. One of the best things about email marketing is the data it can give you. With a little bit of effort, you can track the effectiveness of every campaign and identify areas where you can improve. From there, you can create a more targeted strategy to draw in more users and grow your business.