What is email marketing?
Email marketing is one of the oldest tools of digital communication - but also one of the the most effective digital marketing strategies. It is a direct marketing channel that allows your company to inform its contact list about new products, promotions and benefits.
Of course, there are newer methods of communication with your audience and customers such as e.g. social networks and chat bots. However, with over 4.5 billion users worldwide, email firmly holds its place at the top among all marketing channels.
Modern email marketing has moved away from mass sending the same message to everyone and instead focuses on compliance, segmentation and personalization. It may sound like something that takes too much time, but marketing automation does most of the work for you.
In the long run, a well-designed email marketing strategy does more than just that it encourages sales, already and helps build your brand and creating a community around him.
Besides, with email marketing approx for every 100 dinars invested. you earn an additional 3600 din. It's worth it, isn't it?
Is email marketing obsolete?
Despite the development of social networks, people use email more than other platforms. After all, what good is marketing to someone who isn't there?
Data shows that most people use email every day—and the number is increasing every year.
Also, with email marketing you have more control - you don't have to worry about algorithm changes (like on social networks or Google) that will reduce your reach.
Still not convinced? According to HubSpot, four out of five marketing experts say they would rather give up social networks than email marketing.
That's why building a successful email marketing campaign is more important than ever.
The real the problem is that most do not know how to use it properly. (You've probably come across such cases yourself in your own inbox).
To avoid problems and set up your email campaign professionally, consult an agency TURMALIN.
What do you get from email marketing?
1. Higher number of conversions (increased sales of products or services)
Time for a promotion? You can send your subscribers an email marketing campaign in order to increased sales. Some of the best techniques for this are personalized coupons or special offers for subscribers' birthdays/anniversaries, welcome emails, emails about items that have been added to the cart but not purchased, etc.
2. Increasing brand awareness
The great thing about email marketing is that it allows you to contact someone directly. It's one-on-one communication at its best. And people don't just let anyone into their inbox these days. It is arranged space reserved for favorite brands and publications. Appearing in someone's inbox will help your brand stay current in the minds of subscribers. Personalized marketing email has more impact than a social media post where you can't be sure if someone actually saw your message.
3. Loyal customers
Email marketing fosters customer loyalty at every stage sales cycle: nurturing leads, conversion, engagement, retention. Also, email marketing is a necessary tool used with CRM sales systems to simplify communication. It's really a powerful way to build a faithful community around your brand.
Is email marketing a good strategy for your brand?
Like any other digital marketing tool, email marketing has its pros and cons. Based on them, you can best judge whether this type of marketing is useful for you. Let's briefly comment on some of the more significant ones:
Advantages of email marketing
- You clearly know who is interested
When clients entrust you with their email address, it's like you've been given the keys to their virtual house. If the recipient "invites you" instead of banning him unannounced, it increases the chances of his engagement and conversion.
- You have direct access to the audience
You can communicate directly with subscribers, at a time that suits you both. Plus, since most people check email multiple times a day, they're more likely to Your message will be seen.
- Email provides more control
If Google or Facebook update their algorithm, the number of people who see your ad could be drastically reduced. With email marketing, you control your contact list yourself and always know exactly who will receive your message.
- Greater possibility of personalization
You can use demographic or psychographic data to create personalized and hyper-targeted campaigns. Research shows that segmented and personalized campaigns increase revenue by as much as 760 percent.
- A clear call to action
Email is such a popular marketing tool in part because it compels the user to take some kind of action. The email will remain in the inbox until it is read, deleted or archived.
- Easily measurable results
Measuring the effectiveness of a marketing campaign is crucial, and automated email marketing makes this extremely easy.
- Scaling
Email marketing campaigns can be easily expanded as your audience grows, without draining your resources or compromising quality.
Disadvantages of email marketing
- Delivery problems
If you don't think of everything, delivery is not guaranteed. To run an effective email marketing campaign, you need to test and use verified addresses and sending platforms, as well as clean your mailing list well. Related to that is the risk of your message ending up in spam.
- Spam
Our inboxes are often full of useless information. We all win a bunch of boring messages which we ignore and delete immediately. Many of them we don't even see, because they end up in junk or spam folders for spam. Low-quality messages are just a waste of time and money for your company, so it is important to carefully create emails so that they offer value to the recipient. It should also know how to avoid spam filters because of which our message may remain unread.
- Badly formatted email
If your email is amateurishly complex or too long, it may need a long time to load — or it won't load at all properly. In the time it takes to download, the potential customer has just lost interest, costing you business. To avoid this, you should always present the message as succinctly as possible and test before sending.
- Competition
As we said, email is a very popular marketing tool, which means yes Your email is not the only one which the recipient will find in their inbox. So to stand out from the competition, you may need to invest in strong copywriters or offer additional promotions to attracted the attention of the audience.
To make your email campaign successful and profitable, contact us TURMALIN agency for digital marketing.
What types of email marketing are there?
1. Promotional emails
Email marketing campaigns are used to promoting special offers, presentation of new products, closed content such as e-books and webinars, and your brand as a whole. A campaign can consist of 3-10 email messages sent over several days or weeks.
Promotional emails have a clear call to action. It represents a specific action you want the reader to take, whether that be visit a page on your website or use a coupon for shopping.
The sales and marketing rhythm of your business usually determines how often you send this type of marketing email. During key periods such as March 8, Black Friday, Christmas Sale… you may be sending multiple promotional emails in a short period of time. During slower periods in the marketing calendar, several weeks may pass between your promotional campaigns.
2. Email newsletter
Email newsletter or email bulletin, serves for notification of news related to your business. It can be a new blog article with useful tips, a new collection or product functionality, congratulations, achieved business successes and the like. Sent at regular intervals, usually weekly, fortnightly or monthly. The newsletter provides a consistent point of contact between you and your subscribers. It's an opportunity to share content that will provide the most value to your audience and nurture your relationship.
3. Email announcements
Email is the perfect way to let users know about upcoming events, new appointments, new product releases, changes in services etc. Email is the primary channel for important messages. If there is a failure on your website, a delivery delay or an outage in your system/software, email is the best way to maintain communication in those cases. It's safe, instant and can matches the formal tone of even the most important announcements.
4. Email retargeting
Another important type of email marketing is related to the so-called retargeting ie. retargeting your audience. You can remind customers about products they viewed or left in their cart, and they didn't buy them. Campaigns like this help you reconnect with customers or subscribers who haven't been active recently.
What is needed for an email marketing campaign?
Email marketing is one of the best performing marketing strategies because it is quite intuitive and often automated. It can also support a range of other marketing initiatives, including lead generation, sales and content marketing.
An effective email marketing campaign requires three basic elements:
1. Mailing list
A mailing list is a database of subscribers who have agreed to be emailed to them. To create successful email marketing campaigns, you need it an active, engaged mailing list. There are many ways to build a mailing list. One of the easiest is to create a lead "magnet" that your target audience is interested in (eg a coupon) in exchange for their email addresses.
2. Email marketing platform
Email marketing platform is software for managing your mailing list. It also helps in designing and executing automated email campaigns. Using the platform also allows you to create automatic triggers when your audience takes certain actions, such as sending an abandoned cart reminder if a user adds an item to their cart and doesn't make a purchase. These triggers allow you to personalize interactions, which improves engagement and the number of opened messages.
3. Clearly defined goals
Email helps you achieve numerous business goals, such as increasing sales, increasing brand awareness, increasing the number of customers and strengthening the loyalty of existing customers. For effective email marketing, Your mailing list, marketing platform and goals must be aligned. Then you can get to work.
- The first step is yes segment your list according to subscriber demographics or behavior.
- Then create an email or a sequence of emails designed to get consumers to do something (your goal).
- Finally, use your platform to sending emails and automatic tracking
What are the prices of email marketing services?
Email marketing costs they can vary significantly depending on the size of your mailing list, the number of emails you send per month, your design requirements, the level of support you need and the technical specifications you are looking for.
Apart from the tariff charged by the digital marketing agency, keep in mind that you will have to choose and platform for automatic sending and creation of email database. Some of the most popular options include Mailchimp, Convertkit, Sendinblue, Mailjet, Mailerlite and HubSpot. For some, the free plans offer more than enough functionality.
For the most extensive campaigns, an email marketing platform can cost hundreds or thousands of euros per month. To bring the most profitable choice, we advise you to consult your marketing experts.
