Every business is a company and a brand, but few brands are as strong, as resilient, and as memorable as Apple. Since the 1970s, when we think of Apple, we usually think of iconic logos, colourful designs, and revolutionary products. While it may be true that Apple is most well-known for what it makes, it is also known for what it does. It doesn’t just make technology – it changes the way we use it.
Email marketing is a type of digital marketing that allows marketers to send out regular emails to potential customers. The advantage of email marketing is that you can reach a wide audience at one time. In addition, with email marketing, you can track how individual recipients interact with your content. Which leads us to our next point…
Why Email Marketing?
In the era of social media, many businesses have shifted their focus to online marketing, meaning that they now rely heavily on digital media to reach customers. Email marketing is still very relevant, however, as it allows you to reach people who weren’t necessarily exposed to your brand. In other words, with email marketing, you can still rely on traditional marketing channels like radio and billboards to reach a wider audience.
In addition to that, email marketing allows you to connect with your customers on a personal level. Instead of simply relying on your product, you can establish a relationship with your potential customers by providing them with value through thoughtful, effective emails. In other words, you can use email marketing to sell yourself and/or your products. This, in turn, can lead to higher conversion rates and more effective marketing.
In addition to that, the content that you put out through email marketing is also available for people to see on the web. Therefore, it continues to live on even after the email has been sent. This, in turn, means that you can continue to gain valuable insights into how people interact with your content even months or years after the fact. In other words, you are not stuck relying on just the first impression that your content makes on someone – you can continue to gather valuable data over time.
How is Email Different from Other Forms of Digital Marketing?
One of the most significant differences between email marketing and other types of digital marketing is that the content that you receive in return is usually more personal and/or valuable. In other words, people are more willing to give their email addresses away in exchange for useful information or content. Put another way, you are not generally going to get someone’s email address – or any other information for that matter – without them being somewhat interested in what you have to say.
In addition, because email marketing is a type of digital marketing, it makes it easier for people to block or unsubscribe from your emails if they are not interested in what you have to say. While this is usually not the case when someone signs up for a social media account after viewing your homepage, it can happen with email marketing. This is especially beneficial if you sell a physical product that you send out to customers via email. In this case, they can simply decide to unsubscribe (or, if they are behind a firewall, they can block your emails altogether).
In summary, the content that you put out through email marketing is usually more personal and/or valuable. In other words, people are more willing to give away their email addresses in exchange for your content. This, in turn, makes email marketing content more effective and, often, leads to higher conversion rates. This is why you should always consider email marketing as a possible way to grow your business.
Basic Email Marketing Tips
If you are just getting started with email marketing, here are a few tips to help you get the most out of the platform.
- Use a separate email address for marketing purposes
- Personalize your email campaigns
- Monitor your email marketing performance with analytics tools
- Measure the success of your email marketing campaigns
- Pro-actively respond to customers
With these tips in mind, you can set up automated email campaigns that can be personalized based on a person’s interests and/or previous behaviour. In other words, you can use an analytics tool to target specific individuals with content that they are more likely to find value in. For instance, if you notice that someone frequently puts in orders for pizza, you can send them an email with a discount on your next order.
You can also use automation to send out daily, weekly, or monthly emails based on user preferences. In this way, you can ensure that you stay top-of-mind and continue to provide value to your customers without needing to check in with them frequently. In other words, if you are a service-based business, you can use automation to send out a few emails a week with useful information about your products.
Above all else, be mindful of your email marketing metrics. This is especially important if you want to continue scaling your business. One way to do this is to set up automated emails that reply with a short, pre-written message that can be easily tracked and measured. In the example above, the email would simply say:
“Thank you for contacting us! Here is some more information about our business that we think you might find useful.”
Then, it would list a few key statistics or highlights about the company. This not only provides a good chunk of text for someone to clack off on, but it also gives the reader some value. In other words, they know right away what the email is about and, subsequently, what they will gain from reading it. This makes it easier for them to decide whether or not to engage with your content.
The takeaway here is that, regardless of whether you are just getting started or if you have been using email marketing all along, it is always a good idea to measure the success of your campaigns. To do this, you need to set up automated emails that reply with key performance indicators (KPIs). In the example above, the email would have
- a link to a product that the customer can purchase
- a coupon for a future purchase
- a simple offer to become a lead magnet or a full-blown pitch for a product
- an indication of whether or not the email was opened
- an indication of whether or not the email was clicked on
As you can see, measuring success in email marketing is fairly straightforward. Simply look at whether or not you received a click-through from your mailing and, if so, what that indicates about the value that the customer perceived from your email.
In order to get the most out of your email marketing efforts, you need to take the time to really put some thought into your campaigns. In other words, you need to make sure that each email is relevant and valuable to your audience. This requires some creativity and, potentially, some trial and error to figure out what types of content resonate with your recipients.
Above all else, be consistent in your efforts. This is especially important if you want to improve your conversion rates. In other words, if you send out a batch of poorly-written, boring emails, you are going to see a significant decline in your open rates and, subsequently, your conversion rates.
Advanced Email Marketing Tips
Now, if you are a pro or an experienced email marketer, you may want to take things up a notch.
- Personalize your email campaigns even further
- Experiment with different subject lines
- Use different types of copy
- Include a call-to-action
- Use advanced targeting
- Develop an email schedule that works for you
For example, if you want to maximize the reach of your email campaigns and you notice that certain types of emails often get opened and/or replied to more than others, you can take this opportunity to experiment with different subject lines. In addition, you can use the content included in the email to further personalize it. In other words, you can use the opening line of the email to prompt the reader to click on a particular link or button. This, in turn, can lead to an improvement in your conversion rates. In other words, if you can entice your readers to take some action – whether that is to follow a link or sign up for a newsletter – you will see an improvement in your conversion rates.