Email marketing sits at the heart of any successful digital marketing strategy. The effectiveness of this strategy is proven time and time again. Through email marketing, you can drive traffic to a variety of platforms including websites, landing pages, and mobile applications. Your potential for success is only limited by your imagination.
Why Should You Embrace Email Marketing?
Let’s take a quick look back at the history of email.
Email marketing dates back to 1988 when Arpels Interactive launched the first commercially viable email marketing solution, known as EMAIL123. Since then, the industry has taken off. In 2018 alone, email marketing will generate $11.45 billion worldwide and this is expected to grow to $13.65 billion by next year.
The primary purpose of email is to get recipients to take some kind of action. This action can be as basic as reading an email and liking something about it or it can be more involved like purchasing a product or service. Despite the difference in the outcome of an email marketing campaign, the principle is the same; get people to do something in exchange for your offering.
If you’re looking to grow your business, you need to understand how email marketing works and what you need to do to get the most out of it.
Why Does Email Matter?
Email isn’t going anywhere, it’s here to stay, and that’s a good thing. Even in today’s world, people still email one another. In 2018, there will be more email sent than any other year before it, with approximately 4.868 billion emails being sent worldwide.
The growth in email use amongst professionals is even more astounding. In fact, 68% of American adults now use email, a figure that’s twice as much as it was just five years ago. More people are emailing friends, family, and coworkers than ever before.
These figures prove that email isn’t going away, it’s here to stay and it’s something that businesses, organizations, and everyday people rely on day in and day out. That’s important to remember, no matter what stage your business is in.
It’s also important to consider email when it comes to marketing and sales activities. According to HubSpot Blogs, email is one of the most effective and commonly used marketing techniques, especially amongst B2B companies.
“The best digital marketers I know are expert at using email. It’s very often the first point of contact for customers,” said HubSpot Blogs. “Email is incredibly beneficial for B2B marketing, especially because you can follow up with your audience via email to see how they actually engage with your content.”
The Different Forms Of Email Marketing
Depending on your target audience and the results you’re looking for, you can structure your email marketing strategy accordingly. Here are just a few examples of how you can use email to attract, engage, and convert customers.
New Product Launches
If you’re launching a new product or service and you want to promote it via email, your first step is to identify your target audience. You can use online tools like Google Analytics to understand who your readers are and where they’re coming from. Then, you can choose to send an email blast to your list of subscribers or you can pitch the product to social media followers. If you decide to go this route, make sure you have a plan for promoting the product on social media.
If you’re running a successful e-commerce store or blog, then you most likely already know how effective branded content can be. This content is often marketed towards a very specific audience. You can choose whether or not to send this type of email with branded content. If you do, you should consider creating a content schedule so you can consistently deliver fresh material to your subscribers.
Events are a great way to draw attention to a message and to get people involved. You can use an event as an opportunity to launch a new product or service, pitch a new campaign, or even just announce a new milestone or goal. As the name implies, an event email marketing campaign is usually sent shortly after the conclusion of an event. For instance, if you’re presenting at a conference, you can choose to send an email after the event to your subscribers, sharing the details of the event.
Events are incredibly versatile if you want to use them for marketing purposes. For example, let’s say you’re an e-commerce store owner and you decide to hold a product launch party. During this party, you invite a lot of your subscribers to come by and try the new products. Even if they don’t want to buy anything, the attention they get from being involved in the event is invaluable.
Seasonal And Holiday Email Marketing
If you run a B2B company, you know that the sales cycle for your products can be tricky to manage. That’s why you want to develop a long-term partnership with a vendor that can provide you with regular income.
The most effective way to do this is with seasonal and holiday email marketing.
What Is Seasonal Email Marketing?
Seasonal email marketing occurs when you send out regular promotional emails during certain times of the year. For example, if you’re an e-commerce store owner who sells clothes, you can choose to send out a series of emails in the fall, winter, and spring, as these are the seasons when most people are buying clothing. If you only want to send out seasonal emails once or twice a year, it’s easy enough to do so with a tool like Mailchimp.
Many online marketplaces and email platforms will allow you to create emails with a seasonal theme. If you want to try something different, you can always choose to send regular emails to your subscribers throughout the year.
What Is Holiday Email Marketing?
Holiday email marketing is pretty self-explanatory; you send out emails during the holiday season to promote your products or services. These emails often have a common theme pertaining to the holiday; for example, you might send out emails with a Christmas theme or an Easter egg-lay themed e-mail.
The Types Of Content You Should Include In Your Email Marketing
Now that you have an idea of how email marketing works, you can start to think about the type of content you should include in your campaign. With so many people sending out daily emails, it’s easy for your content to get drowned out by the deluge of daily emails. If you want to ensure your content makes it to your audience, you need to stand out from the crowd.
When people subscribe to your email list, they typically do so because they want to hear from you. If you want to ensure your content makes it to your audience, you need to include some type of personal touch to the email. This could be something as simple as an additional email address or an attachment that’s only available to your subscribers. It could be as complex as a discount code or a freebie that’s only available to people on your email list. Adding a personal touch is one of the simplest yet most effective ways of ensuring your content gets noticed.
People love to get something out of everything they do. While personal touches are an effective way to include more human elements in your emails, you can also choose to include actionable items. For example, if you’re sending out a newsletter, you can include a call-to-action at the end, which leads to a landing page or product page.
The reason why you should include action items in your emails is because people expect to see results from what they do. If you want to gain a customer’s trust and engagement, you should be able to offer them something that’s beneficial to them. If you want to get the most out of your email marketing, you need to structure your approach around generating results.
How To Get The Most Out Of Your Email Marketing
Once you have an email marketing campaign set up, the next step is to figure out how you’re going to get the most out of it. To do this, you need to consider a few key things.