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Email marketing refers to the act of utilizing email to promote products or services. Email marketing is also an organic marketing strategy that helps to build relationships with current and potential customers. Email marketing is similar to the past marketing strategy off direct mail where you were able to send letters to customers via mail except now you can send messages electronically.
If done correctly, email marketing can produce an excellent ROI. If done incorrectly, this strategy can be ineffective and potentially lose customers. If you utilize email, you most likely have received spam. Spam is where businesses send you numerous emails with the same message and is clearly a sales tactic is considered spam. Sending out spam is annoying to consumers and gives email marketing a bad name. At its best, email marketing enables business to build those relationships with customers in an easy, cost-effective way.
Email marketing is different from other marketing strategies because it can be personalized. You can send out information to a specific audience based on their gender, location or age. This helps to create a more effective message. Email marketing also allows you to address each individual by name which makes it less likely your message will be opened and seen rather than thrown in the trash like direct mail. This service also allows you to send emails to customers on their birthday which not only makes customers feel appreciated but gives you an opportunity to make a sale. The goal of email marketing is to maintain a relationship with customers over time and as a result increase sale. Email marketing also allows you to sync other marketing strategies such as social media, blogs and SEO. Syncing all your marketing strategies together will create a consistent voice for your brand and produce excellent results.
First and foremost, email marketing is proven to be a highly effective marketing strategy (if done correctly.) 91% of internet users use email, which means there’s a huge opportunity to connect with your target audience. To be successful with email marketing, it is recommended to outsource this marketing strategy to experts. There are plenty of agencies that have people who specialize in email marketing. These people know the ins and outs of email marketing and what works and what doesn’t.
Once you have an expert to handle your email marketing, you must have a sizeable, valuable email list. There are many ways to build your email list through free newsletters, social media, asking customers to provide you with an email address etc,.
Once you have a strong list, you are ready to build the email. Content is KEY in email marketing. Content is where having an expert will truly come into hand. You must be able to establish your credibility, explain what the emails are for and keep them interested so they will continue reading your emails that they receive. In addition to content, for the campaign to be successful you have to have a strong call to action…this is what will drive clicks to your website and sales.
Another benefit to working with a professional for email marketing is because they have access to tools and programs that most business’s don’t. These experts are familiar with programs like MailChimp and Constant Contact which are what enables you to send mass emails. Not only will their expertise come in handy when it comes to the strategy and content creation but they are familiar with the reporting tools that will help you analyze the success of your email marketing campaign. Email analytics are important to increase the success rate of the campaigns moving forward. These analytics can also provide you with information like what appeals to your consumers and what doesn’t.
Nearly 2.5 billion people use email (34% of the world.) Not to say social media isn’t important because it 100 percent is and is essential to every business but in terms of customer acquisition, email marketing has the potential to be more effective than social media. If you think about it, almost every person you know has an email address. For this reason, email marketing enables business to reach consumers more now than ever.
Email marketing allows businesses to reach a large number of people at a rate of nearly nothing per message. For every $1 spent on email marketing campaigns there is a ROI of $38. It is inevitable that email is the channel generating the highest ROI. Although email marketing does the same thing direct mail did, it is a much lower cost. Why? Because there is no cost for the print for direct mail or postage stamps.
74% of marketers say targeted personalization increases consumer engagement. Email marketing gives business the opportunity to personalize message whereas other marketing strategies do not. Email marketing was created to build loyalty and trust in your brand- if done correctly that is what it should do.
In addition, email marketing was created as action oriented. With hyperlinks, there are many opportunities for consumers to click to your website, ultimately increasing sales and website visitors. According to Experian, transactional emails can generate 6x more revenue for a business. Email marketing is guaranteed to produce results.
Email marketing also allows you to measure success like no other. You can track who opened your email, which links were used most, and how many people unsubscribed. Tracking this information will help you to be successful in future campaigns and give you insight to what customers value most. Programs like Constant Contact and MailChimp provide all the analytics you need for reporting.
Prior to starting email marketing campaigns, it is important to know the ins and outs of email marketing. Every bit of email marketing is important. Beginning at the subject line to the very end which is reporting. Your subject line has to be catchy and make consumers interested in the actual email, otherwise they may not even open it and dump it right into their trash or spam.
Once you have a strong subject line down, you need extremely relative, interesting content that will make the consumer keep reading and continue to read the emails you send out. The key of email marketing is to establish credibility and trust for your brand. If your email is clearly about sales, the consumer will notice and most likely become uninterested. You have to explain the importance of your service or product and how it will benefit them.
In addition to building trust and relationships with your consumers, email marketing is about sales. You must me able to creatively incorporate links to your website that make consumers want to learn more. The links within the email are what is going to create the sales and if they are not interested in the links provided, there is no purpose to the email campaign. Finally, your email has to have some sort of call to action. Whether this be a website visit, a sale, or a new follower on social media. This call to action has to be of interest to the consumer. The work does not stop once you send out the email. It is important to create a report for each campaign to see which links led you a sale or click to your website and evaluate the number of people that opened the email or unsubscribed. Reporting will ensure you create strong campaigns in the future.
Email marketing should not be a strategy that you just begin out of the blue. You should put a lot of consideration into how you want to implement the strategy and you should also have goals for the numbers you want to achieve.
Whether you are new to email marketing or if you have done it in the past and were unhappy with the results, having the guidance and assistance of an expert will produce the best results. Email marketing requires programs and tools such as Constant Contact and MailChimp. If you don’t have experience in the programs it could be difficult to navigate. Experience with these programs will allow your campaigns to be artistically attractive which is extremely important to gain readers.
This expert can help you in the very first step of email marketing which is identifying your goals. Experts know the realistic results of email marketing and will be able to guide you in the direction you need to go to achieve these goals. Goals can be an increase in sales, increase in customers, or increase in followers on social media. Once you have goals in mind, you are ready to begin! If you don’t have an email list already you will have to get one. This email list should not be random but people who are likely to be interested in your service.
Once you have a list of people that you want to receive these emails, you are ready to get started on the content. Content is VERY important for email marketing, that is why it is necessary to have the assistance of an expert. This expert can help to produce creative interesting content. This person will also work to incorporate links to landing pages that will drive sales for your product or service.
A mid-size business typically spends $9-$10,000 a month on email marketing if they choose to do it on their own. If businesses choose to work with an agency, they can expect to spend $300-$500 a month.
Email marketing campaigns work to build relationships with customers and potential customers. Emails to customers are mainly to increase sales, website visits and customers. By staying connected with your consumers, you are most likely to come to mind when it is time for them to make a purchase.
It is recommended that businesses spend 16% of its marketing budget on email marketing. There is no doubt that every dollar put towards email marketing is well spent. Email marketing is a highly cost-effective strategy and generate a high ROI of $44 for every $1 spent.
There are numerous factors that impact the cost of email marketing. One of the biggest costs for email marketing is the program used to deliver these emails. Programs can range from $20 per month to $200 per month. It is important to consider the best program for these campaigns because they have the ability to generate tons of revenue. Another factor is the complexity of your campaign. The more complex design, the more you will pay. But the basic design that is least expensive isn’t always the best option. Agencies work on a flat or hourly rate that all depends on the complexity of your campaign. In addition, included in the cost is the delivery fees. The more subscribers you have, the more it will cost. The more you send out emails, the more you will pay.
To learn more about costs of email marketing campaigns, it is important to discuss with an agency. Agencies will be able to create a service that fits into your marketing budget.
With the rise of social media, it has been said that email marketing is not as effective as it once was. This is far from the truth and has been proven to be one of the most effective organic marketing strategies out there.
91% of internet users use email. Almost everyone uses email which presents a huge opportunity for businesses to reach its audience. With email users expected to grow to 3 billion by 2020, email marketing is more effective now than ever.
Email marketing allows companies to build trust, and relationships with its customers. In addition, it provides customers with information they might not otherwise receive. With creative, relative content, email marketing can produce excellent results for companies. These marketing campaigns give you the ability to provide customers with direct links to your website. This is different from other marketing strategies like SEO for example where they would come across your website on their own. These things are right in front of customers and with a strong call to action they are more likely to be attracted to your site.
The greatest advantage of email marketing is the amount of people you are able to reach at almost no cost. Email marketing allows you to personalize messages which is different from any other marketing strategy.
Another great advantage to email marketing is reporting is made easy. These reports contain valuable information like open rates, which links have been clicked and how many people have unsubscribed (if any.) If you work with a marketing agency, you will be provided with reports that contain this information. Evaluating these reports can help you to create a more effective message in your next campaign. If you utilize the reporting tools and work to improve your message, email marketing can have highly effective results for your business.
Having a strong email list will be how you will get the most use out of an email marketing campaign. According to Harris Interactive, 81% of US online shoppers are more likely to make additional purchases online or in a store as a result of emails based on previous preferences. In addition, 72% of consumers say email is their preference of communication with businesses. Needless to say, having an email list to target these people is essential. So how do you do it?
For starters, you must have a reliable program such as Constant Contact or MailChimp. This is where you will store contacts and how you distribute messages. Most people build their email list with an incentive like a giveaway. To receive a discount code, people exchange their email address. This is a quick and simple way to build contacts. If you don’t have a discount code available, you can give away free content- but it must be good content that readers will want to continue to receive.
If your website does not already have a place for customers to submit their email address for updates and more information, you need to put this in place. This is a simple way to gain customers that are interested in your product or service. Once you have these emails, send out an introductory email, thanking them for their interest and explain to your customers what they will gain from these emails.
Once you begin sending out these emails keep in mind the goal is to increase email subscriptions. Keep the content interesting and do not crowd people’s emails with your news and offerings. Marketing agencies have a team of experts who can provide you with more information on how to build an email database.
Marketing emails are meant to establish credibility and trust for your brand. These emails will also assist to build relationships with your customers and ultimately increase sales. Email marketing is proven to be highly effective, if done correctly. It is important to understand content is KEY.
Writing a marketing email starts like any other email- in the subject. This subject line should not sound like a sales pitch. This content should be informative and of interest to your audience. If you don’t have a creative subject line, the rest of your content might not even be read.
Once you have a creative subject line its time to create content. It is important to stay consistent in the email. In addition to the content that goes into this email, images or videos are very important. Seeing an email with a bunch of content can be overwhelming to a reader and sometimes it becomes easy to lose interest right away.While writing content for your email, keep your audience in mind. It is important to use language that will appeal to the audience and be sure to steer away from any technical language that people may not understand.
In addition to this informative creative content, remember to add links to your website. Remember, the goal is not only to build relationships with your audience but drive sales. Don’t be afraid to provide links to your website when necessary.
Every email marketing campaign should have some sort of call to action. If you want your audience to buy your service say it (in a friendly manner!) Make the importance of your service important so they will want to click into your call of action.
Every email should also have links to your website and social media pages. These links provide more information, should they be interested. In addition, you should always include a small piece of information about your business in the email.
An email that has been returned to the sender is referred to as a bounce back email.
A bounce back email can be caused by incorrect spelling of the name or email address, a nonexistent domain name or could be rejected because the mailbox is full.
Hard bounce emails are very common in email marketing because you are sending a message to a large audience which makes it difficult to ensure every email address is spelled correctly.
When you receive hard bounce emails from your email marketing campaign it is important to take note of the email addresses and double check they are spelled correctly. Once you have the email addresses spelled correctly, try sending them a second time. If an email address is completely invalid and you have another way of reaching out to a customer, do it! The purpose of email marketing is to send a message to as many people as you can and if a bounce back email is from a valuable customer, you will want them to receive your messages.
If a bounce back email continues to return from an email address, it is best to take them off the list. Bounce back emails will add up and will eventually fill your inbox. Deleting invalid email addresses will also give you a better idea of who is actually receiving your messages- making the numbers for reports more accurate.