Email marketing is still one of the most effective and popular ways to market a business or product. According to HubSpot Blogs research, 62% of those surveyed said that email was the most effective form of marketing, compared to 19% who said that social media was effective and 11% who said that display ads were.
The most effective and popular email marketing platforms are HubSpot, MailChimp, and Marketo. These platforms allow businesses to build automated email campaigns, segment their lists, and track their email performance. As a result, companies can take full advantage of email marketing, and keep their customers and prospects engaged and connected with the brand.
Why Email Marketing?
Email marketing is one of the most effective forms of marketing because it allows you to target the right audience at the right time. According to HubSpot Blogs research, 59% of consumers have added a brand to their contact list because of an email campaign. That means 41% of consumers were not on the brand’s contact list before the email campaign, but now have the opportunity to be in contact with the company.
Consumers are also likely to be more receptive to an email message, compared to a text message or social media post. 40% of consumers have stated that they prefer to receive marketing messages via email, compared to 17% who prefer text messages and 13% who prefer to see social media posts.
What Is the Main Purpose of an Email Campaign?
The main purpose of an email campaign is to encourage customers to take some kind of action. HubSpot Blogs research shows that 37% of respondents said that their primary goal was to sell a product or service, while 30% said that they wanted to raise brand awareness and 19% said that they wanted to engage with consumers on a social level.
To achieve these goals, an email campaign will usually consist of some combination between marketing a product or service, expanding a brand’s reach, and generating revenue. The use of automation tools like drip campaigns and smart triggers will allow businesses to achieve these goals in a measurable and highly engaging manner.
How Often Should an Email Campaign Be Sent?
According to HubSpot Blogs research, 19% of consumers said that they should always get emailed about products and offers, compared to 11% who said that they should only be emailed about important events and updates and 9% who said that email frequency should depend on how well the brand knows the consumer.
The answer may depend on the type of product or service that the brand is marketing. If the product is highly seasonal or subject to change, then sending emails a few times a month may be sufficient to keep the customer engaged in the marketing process. In other cases, it may be beneficial to send emails as often as possible to ensure that the customer knows about new products and developments.
How Much Should an Email Campaign Cost?
The cost of an email campaign will depend on a number of factors, including the size of the list, whether or not you’ll be using paid resources to promote the campaign (such as Adwords or HubSpot CRM), and how often you’ll be sending the message.
For smaller businesses, the costs may be minimal, especially if you’re using a free email service like Gmail. However, as the size of your email list grows, the costs will increase. You’ll need to decide whether or not these costs are worth it, based on your unique situation and business objectives.
What Elements Should an Email Campaign Include?
An email campaign should include several elements in order to be effective. According to HubSpot Blogs research, the ideal email campaign includes:
- a call to action (such as a link to a landing page or online store, a phone number, an email address, etc.)
- a clear message
- background information about the product or service (such as a short bio about the company or executive and a few sentences about the product)
- a display of the brand’s logos and colors
- a link to more resources (such as FAQs, articles, blog posts, etc.)
- a note about privacy
With these elements in mind, you can create an informative email that will be more likely to engage and convert your audiences.
Marketing Automation and the Future of Email
The digital marketing industry is changing, and with that, the future of email marketing is changing too. Marketing automation tools allow businesses to segment their email lists, build automated email campaigns, and monitor the performance of those campaigns on a daily basis.
According to HubSpot Blogs research, marketing automation tools help businesses cut through the clutter and ensure that their emails land in the inboxes of consumers who are most likely to be interested in what they have to say. Because of this, marketing automation tools will most likely continue to grow in popularity among marketers.
The rise of marketing automation and the increasing use of personalization tools in email marketing suggest that brands should rethink how they approach email marketing. Instead of just sending out a mass email with pre-written messages, businesses can leverage tools like HubSpot to write personalized emails for individual consumers. Doing this makes each email more relevant to the recipient, which in turn, increases the effectiveness of the email.
Email marketing is a tried and true method of marketing, which will continue to be effective in the foreseeable future. As more and more businesses move towards becoming digital enterprises, it will only make sense for marketers to continue pursuing email.