The use of email within your marketing efforts to promote a business’s products and services, as well as incentivize customer loyalty. Email marketing is a form of marketing that can make the customers on your email list aware of new products, discounts, and other services. It can also be a softer sell to educate your audience on the value of your brand or keep them engaged between purchases. It can also be anything in between. Mailchimp can help you design, build, and optimize your email marketing to get the best ROI in your marketing program.
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When you want to grow your brand or sell your stuff, email marketing is one of the most popular—and effective—tools around for marketing campaigns. In this article, we’ll discuss how email marketing – and the usage of promotional emails – can help you to grow your business, and we’ll give you a few tips to help you get started with a successful email marketing campaign.
What is email marketing?
Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services. It can help make your customers aware of your latest items or offers by integrating them into your marketing automation efforts. It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships, or keeping customers engaged between purchases through different types of marketing emails.
An email has become such a popular marketing tool for businesses partly because it forces the user to take some kind of action; an email will sit in the inbox until it’s read, deleted, or archived.
Email marketing can help you build a relationship with your audience while also driving traffic to your blog, social media, or anywhere else you’d like folks to visit. You can even segment your emails and target users by demographic so you’re only sending people the messages they want to see most.
Also allows you to run A/B tests of a subject line or call to action to identify the best-performing message by using email marketing software that can also be configured to easily send out emails. Check out Mailchimp’s email templates to see more of what you can do with email marketing.
While email marketing seems like the perfect way to reach out to customers, create new prospects, and grow important business relationships, there are some drawbacks. Many businesses are opting to use EZ Texting as another form of communication.
Here are some of the significant downsides to email marketing campaigns.
It seems like our inboxes are filled with worthless information. “Lose 25 pounds in two weeks,” “Click here for a big discount.” We all get them and nearly instantly hit delete. In addition, we never even see many of these emails because they end up in our junk or spam folders. Unless you are actively avoiding spam filters, these are messages are often just a waste of time for the company that sent them.
If your email is too large, it might take a long time to load—or even not load at all. In that time it takes to download, a potential customer has just lost interest, costing you business.
Disadvantages aside, email marketing is a popular form of marketing, which means that your email isn’t going to be the only one flooding users’ inboxes. This means that to stand out from competitors, you might need to invest in strong copywriters or offer additional promotions to capture your audience’s attention.
Frequently, a customer sees an ad and signs up for emails based on that 1 instance or offer. They may or may not use it. In any case, they are now in the clients’ database, but that doesn’t mean they will keep opening up your emails and clicking through to your site. You have to continuously find ways to engage your audience, or you might find yourself with high unopened rates or a lot of people unsubscribing.
Today, you can access email across a range of devices, such as phones, tablets, and computers. This means that unless you’re designing an email for each platform, your customers might see a less-than-ideal version of your email.
Email marketers don’t know what type of operating system the recipient is using. In many cases, what was once a visually appealing email, can have odd breaks, missing visuals, and logos. These are annoying to the recipient and are quickly deleted—especially if the recipient mistakes it for spam or a scam. These emails are hard to read in most cases and are of very little value.
While many email services purport to be free, many still charge fees for additional actions such as adding images or exceeding a word count. Make sure that you know exactly what the guidelines are for free emails or understand what additional charges you may incur. When you have someone design an email template, help build a database of relevant contacts, and the dissemination of the email may start stressing the budget.
Types and examples
There are many different types of email marketing. Each one serves a different purpose and takes a different avenue to engage with your audience. We are going to look at some of the many different types, so you can create the best email marketing campaign for your company.
This type of email welcomes customers and encourages them to learn more about your product or service. They often offer a trial or other bonus. It is used to introduce a potential new customer to the business.
Newsletter emails are very popular, and they often highlight new products and services. They may also include articles, blogs, and customer reviews. Usually, there will be a call to action to move the reader to do something, whether that is reading a new blog post or checking out a new product.
Lead nurturing emails
This type of email targets a specific audience through a series of emails in the hope of eventually converting them. Typically, lead nurturing emails focus on a group that is interested in a specific product or service and then build their interest through more emails that offer additional information or relevant promotions. The goal is to push users from the consideration stage to the purchasing stage.
Those that have recently signed up for emails or newsletters, or have purchased an item online for the first time may get a confirmation email. This ensures the prospect that the information has been received and that they are on the list to receive additional information. These are also a way to let users know that their purchase has been received or that their sign-up was successful and can include more actions for them to take.
If you want to reach out to only a portion of your email list, this is called a dedicated email. Its list may be based on recent purchases, inactive clients, new members, and other specific types of criteria.
Certain emails often announce upcoming events, new product launches, and seminars. Most companies use these types of emails when there is something special going on to gain attention and increase awareness about special events.
These types of marketing emails are very common and tend to be generic and go out to a large audience. They are usually used to maintain awareness and may tease new products and services.
Feedback from customers is one of the best tools for a business. Sending out these emails communicates to your customers that you value their opinion and want to create an experience, product, or whatever you’re offering that they’ll enjoy. Businesses can also take the feedback from these surveys and apply them to their offerings, creating what is hopefully a better product.
Seasonal marketing emails
Many companies take advantage of the holiday season or special occasions to reach out to their customers and prospects with information on upcoming sales and promotions. They are often tied to holidays like Christmas, Valentine’s Day, Mother’s, and Father’s Day.
How to build an email list using your website
Use embedded signup forms
Embedded signup forms are perhaps the most traditional of strategies for attaining email subscribers. Static embedded forms should be placed on high-traffic pages in visible areas, such as headers, footers, sidebars, and splash pages.
The benefit of embedded forms is that they’re non-intrusive. They serve as a humble reminder for the visitor that they have the option to sign up and nothing more.
Deploy pop-ups and overlays
Studies have shown that on average, pop-ups have a conversion rate of 11.09%, with the top 10% converting at around 42%. While these stats are mouthwatering on their own, you need to be careful with your use of pop-ups and consider Google’s interstitial ad guidelines. If you don’t, you risk a penalty.
The guidelines lay out the ‘correct’ use of pop-ups from Google’s viewpoint. The main points are:
Do not show a popup that covers the main content either straight after a user hits the page from search, or whilst they are scrolling through the page. For more information please visit Pritish Kumar Halder ‘s page.
Never display a standalone interstitial that the user needs to close before accessing content.
Should not use a page layout where the above-the-fold section of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.
Gamification in list building is the process of applying interactive elements of game-playing to encourage engagement with a lead capture form. Some examples of gamification include quizzes, tests, surveys, spin-to-win (aka wheel of fortune) pop-ups, and scratchcards.
Gamification offers exclusive prizes, like 10-50% discounts or other freebies that shoppers must claim by entering their email addresses. The value of gamification lies in its ability to appeal to consumer psychology. Customers are motivated by prizes that appear easily attainable. This enthralls visitors who feel they are getting something for nothing, and will therefore eagerly sign up to take advantage.