Email has transformed the way we connect with each other. Not only can you send prewritten emails to your customers effortlessly, you can also engage with your audience via email marketing strategies like mass mailing, autoresponders, or drip campaigns. It’s a quick and easy way to get in touch with your audience, and with the right strategy, you can make sure you connect with them on a deep level. This blog post will introduce you to the basics of email marketing, including common myths and a few handy tips to help you along the way.
Why Email Marketing?
The most basic reason for using email marketing is to generate leads and sales. When you send an email with a clear call-to-action, you can be sure that someone – whether a real person or a robotic auto-responder – will see your message and become intrigued enough to click a link or fill out a form.
Additionally, you can find email lists of interested parties and begin to casually trade content or products with potential customers to build credibility and trust. Finally, you can use email to stay in touch with past customers and continue to provide value by keeping up with industry news or offering tips on how to further improve their business.
The Purpose of an Email Marketing Campaign
An email marketing campaign is different from a standard email in that it has a clear purpose. The most basic form of an email marketing campaign is to promote a business, product, or service. Simply put, you’re trying to get someone to do, buy, or say something after reading your email.
Additionally, you can find a list of interested parties you can email, and for a more personal touch, you can also send personalized emails with your domain name or company’s name in the subject line.
How To Easily Generate Leads Using Email Marketing
Let’s say you’re an online store selling children’s clothing. You can easily generate leads using email marketing by sending out an email with a special offer for 10% off your next order. While this might not seem like a huge deal, for a children’s store, it could mean a lot of potential customers. Simply put, by sending this type of email, you’re trying to make a sale. The key is to keep it simple and relevant to the target audience while also being interesting and engaging.
Additionally, you can get even more specific and send out an email with a link to a product review for an iPad or an iPhone. These types of products are huge sellers, and you can bet that many people on your list will be interested in what you have to say about them.
Practical Tips For Effective Email Marketing
Since the purpose of an email marketing campaign is to generate sales, it’s essential to have concrete goals in mind. It’s easy to get lost in the fun of crafting the perfect email subject line or wondering whether or not to include a complimentary gift with your offer, but without clear goals, you’re likely to achieve sub-par results.
To optimize my own email marketing, I use a tool called MailChimp that keeps track of all my emails, lists, and campaigns. This tool makes it easy to create and send automated emails, as well as perform A/B testing, which is important for determining the most effective method of sending a specific email to your audience.
Common Myths About Email Marketing
With the majority of businesses now performing email marketing, there are numerous misconceptions about the effectiveness of this strategy. Let’s take a look at some of the most common myths about email marketing and how you can put these misconceptions to rest.
Myth 1: People Won’t Read My Email
With nearly everyone having an email, it’s very possible to reach your audience. According to HubSpot Blogs, email opens have increased by 188% between 2016 and 2018. Moreover, people are spending more time reading and engaging with the content within these emails. In fact, some businesses see an increase in web traffic when they include images in their emails.
This means that even if you’re sending out a mass email with dozens of links to articles, you’re sure to reach at least one person who will be interested in what you have to say. Moreover, if you can incorporate images and attractive formatting into your emails, you’re guaranteed to gain that business’ attention.
Myth 2: Email Marketing Is Only For Affiliates, Promotions, And Spam
While there are certainly benefits to using email marketing to promote a business, this strategy is not solely limited to affiliates, sponsorships, and spam. As a matter of fact, you can use a tool like MailChimp to create personalized emails for your customers and prospects if you’re an authorized merchant for a specific product. In some cases, you may even want to consider using an email service like MailChimp to send out non-spam emails to create brand visibility and drive revenue.
Myth 3: Personal Emails Are More Effective Than Business-To-Consumer Emails
With the rise of the business-to-consumer (B2C) model in recent years, it’s easy to assume that personal emails are less effective than business-to-business (B2B) emails. However, that’s not necessarily the case. According to MailChimp, sending personal emails can in fact generate more sales than business-to-consumer emails. Moreover, it’s always beneficial to connect with customers on a more personal level – even if it’s just to acknowledge their order – so those emails tend to have a higher open rate than typical business emails.
Myth 4: Short and Sweet
There’s a common misconception that short and sweet emails work better than longer emails. According to the data, the opposite is true. In fact, the shorter the email, the less likely it is to be opened. Moreover, if you want your email to be opened and clicked on, keep it below five paragraphs.
If you need more than five paragraphs to tell your story, you’re better off using a blog post or a long-form content piece rather than an email to get the point across.
Create a Subscription Box
One of the best things you can do for your email marketing campaign is to create a subscription box. A subscription box is an opt-in box that you can put a link or button in that will encourage people to sign up for your mailing list. When a person clicks the link or button, they’re taken to a page where they can subscribe without having to input any personal information.
An opt-in box is one where the visitor has to actively choose to subscribe. With a free tool like Subscribers Manager from HubSpot, you can create subscription boxes for your email marketing campaigns that will automatically integrate with your MailChimp account. Just remember to keep the subscription boxes separate from your primary email list – otherwise, you’ll lose track of which list subscribers are which.
Link To Social Media Accounts
If you have social media accounts where you can share content, you can link to these accounts from your email marketing. When a person clicks the link or shares a specific article, this will encourage them to continue down the rabbit hole and engage with your content.
If you can incorporate social media into your email marketing, you’re sure to achieve greater results. For example, you can tweet out a blog post, put a link to the article on your social media accounts, and then send out a mass email a few days later with a reminder that this content is now live. This method will engage potential customers who were just becoming familiar with your brand and encourage them to return for more.
When a person is reading an email, they typically want to get to the point quickly. Since images and attractive formatting can increase the odds of someone reading your email, make sure that you use these items to grab their attention right from the start.
This means using bold fonts, bright colors, and attention-getting images. Depending on the email software you use, you can in fact place images in several different areas of your email. For example, the subject line can be modified to include an image, and then you can use a background graphic in the body of the email.
Keep photos light and simple unless you have a really good reason not to. Don’t put too much stock in how many photos you use or how complex the images are. Instead, pick photos that are relevant to the content and that will make your reader interested in what you have to say.