E-mail stands for electronic mails and marketing means selling or promoting your services and products Ultimate Guide. So, in most simple term E-mail marketing stands for marketing or selling your product and services through emails. E-marketing is used for commercial purpose. It might have personalized content, strictly inclusive of customer’s preferences or can be generic content which can be shared to everyone.
The main prospect of E-mail marketing is to grow the business by using textual content, secrets of sales and exclusive information. Increasing sales through emails is the ultimate goal of E-mail marketing. In this article we will dive deeper into the insights of the email marketing. So let’s get started.
Table of Contents
Working process for email marketing
In email marketing you target your customers and audience with emails. It strengthen your conversions and revenue by providing customers with valuable info that can be used to achieve your marketing goals.
Reason behind using email marketing
- Build connections with the customers.
- Increase your brand awareness.
- Promoting your content with your audience.
- Generating genuine leads.
- Marketing your products and services.
Benefits of email marketing
E-mail marketing prove to be 20% more effective than social media marketing as it have more content retention. 80% of small businesses completely depends on E-mail marketing for their customer retention.
The return of investment rate (ROI) of E-mails is quite high i.e. 3.8%. For $1 investment you get $38 return in E-mail marketing. If you want sustainable growth of your business E-marketing is a right choice for you. 49% customers preferred special offers in their emails from brand they are familiar with or from the particular brand they follow.
It doesn’t matter if your dealing is B2B or B2C, E-marketing is must use method which can help in boosting your business.
Email marketing facts by industry
Every industry has their own set of email marketing rules and regulations. Below is the list different email marketing trends for B2B, B2C and eCommerce companies that can help in building a perfect email marketing strategy.
#B2B
- It is stated by 31% of B2B marketers, the best way to nurture leads is email newsletters.
- B2B marketers use emails as the third highest own media platform to distribute content in the last 1 year.
- According to the B2B marketers, email engagement is the fourth most useful metric for evaluating the performance of the year.
#B2C
- Personalised emails based on the past purchase is send by roughly 60% of eCommerce and retail companies.
- Marketing emails send by 37% of B2C marketers to their subscriber daily.
#eCommerce
- 2% marketers admits that eCommerce brands manages 1k to 10k contacts on their email list.
- The main objective of email strategy is to increase brand awareness, this fact is stated by 85.7% of eCommerce marketers.
- 72% of eCommerce marketers admits that the low open rate of emails is the biggest difficulty they face.
Steps to create Email marketing strategy
These are following essential steps a marketer should follow to have a successful email marketing strategy:-
1. Prioritizes these email marketing goals
- Maintaining relationship with the customers
- Try to increase your customers engagement
- Try to maximize your ROI
- Raise your loyalty
2. Select the necessary email marketing tools
Finding the right email marketing tool should be first priority of a marketer. An email service provider (ESP) with automations tool and other features is needed by a marketer. There are numerous email marketing tools available such as Sendinblue, mailchimp, drip etc. You can use those to boost your email marketing campaign.
3. Determine your target audience
A marketer must build their email subscriber list. For this you need to identify your target audience. For example, if your business sells women fashion items like cloths and jewellery. Your target audience should be the female demographic around the age of 15- 35 years.
4. Build an appropriate list of tactics
Building mailing list from subscriber list is the most preferable way. You can collect quality subscribers by adding subscriptions forms to your website. You can fix these subscriptions forms on the high traffic page of your website.
5. Dividing mailing list into segments
Segmenting is effective method to send highly targeted email campaigns. You can segment your mailing list according to the location, gender, age, and occupation etc., of your subscribers and delivered customized emails that appeals to your customers.
6. Types of email to send
A marketer should always note what kind or type of emails should be send during the email marketing campaign. The email style should be depend on the type of the email marketing campaign launched. For example, for the newly joined user in your email list, send them a welcome email or if customer added some shopping items in their cart but didn’t buy them send them an email regarding to the abandoned cart to bolster your sales.
7. Scheduling for sending emails
Maintain a schedule for sending emails. It is necessary for marketers to determine and experiment the time when their subscribers are most engaged. For this A/B testing is considered useful.
8. Formatting your email content
For achieving success in the email marketing, promotional emails should be perfectly presented. Choose different kind of fonts, text sizes, formats or pre-designed templates to make your promotional emails more attractive and engaging to your audience.
9. Email optimization
According to the study by Adestra, 83.8% people open emails in their mobile devices. So, it concludes that your email content should be easily optimizable on the mobile devices. You can follow this tips make your email content more mobile friendly.
- Email width limited to 600px
- Use single column templates
- Use short subject lines and small images
- Avoid menu bars
- Use large fonts
- Write unique CTAs
10. Perform spilt testing
A marketer can use A/B testing to determine the best copy of email that can be used on the different aspects of their emails i.e., subjects lines, offers, CTAs etc.
11. Inspect your email performance report
The last step of building an email marketing strategy is to make a report on the feedback you gathered by your customers. It will help you track the bounce rate, CTR, spams, complaints etc. of your email marketing campaign for better results.
Tips to improve your email marketing strategy
These are following techniques and practices that help you to strengthen your email marketing strategy:-
1. Give incentive for email address exchange
With the tool called lead magnet, a marketer can increase the number of subscriptions significantly and make lead from first purchase less hectic. Give your clients incentive and make sure it is valuable for them. You can also provide them special discount of offers or free shipping on their first order.
2. Segment your subscriber from the subscription form
Segmenting is an important part of eCommerce. Segmentation helps you to send relevant and targeted emails campaigns to the each and every user of your email list according to their preference.
3. Sending a welcome email
A sending email is a good way to set a positive first impressions on your potential clients. With the welcome email you can communicate with client in a friendly manner and tell about your brand and its benefits and the special offers provided by your company.
4. Cross-cell and Up-sell
These marketing techniques helps you to build customer retention, sales increment and loyalty. Cross-sell encourages the customers to buy complimentary products along with order. Upselling promotes more expensive and upgraded products along the customer’s initial purchase.
5. Sending milestones emails
These milestone emails help you to maintain a good customer’s relationship. These emails indicates certain stages of customer lifecycle. It can be either be their birthday or anniversary. These emails campaign have good CTR and open rates because of its personalized nature. For sending milestone emails you need to collect your customer’s data like their first purchase, birthday, date of subscription etc. You can use this data to congratulate your clients on their specific events and offer them unique offers from your brand.
6. Do re-engagement email campaigns
Running re-engagement email campaigns is an effective tactic for keeping your email list healthy. You can win the interest of the customers back who lost interest in your company by the re-engagement campaign. Use these emails to find the subscribers who aren’t interacting with your brand. Provide them special offers, discount and incentive to win them back.
7. Rewarding the loyal customers
These loyal customers’ help you in building your brand by bringing you money and give good reviews about your brand, so rewarding these loyal customers is must be a top priority. You can create special quality hub for these loyal clients and provide them points on their each purchase and special offers and discount.
Beware of these E-mail Marketing mistakes
No matter how much you put effort in your E-mail marketing campaign, if you made mentioned below mistakes, your all efforts will be waste. So, tries to avoid these common mistake during your E-mail marketing campaign.
1. Avoid using poor subject lines.
Keep subject lines short and to-the point, you can personalized the subject line by adding emoji or recipient’s name to increase the open rate.
2. Don’t neglect the message preview.
Message preview are short lines under subject line which gives extra information to the recipient about the subject line. Adding this is a great advantage for your E-mail marketing campaign.
3. Always add responsive emails address.
Avoid sending no-reply emails. Sometimes costumers have a query but they can’t ask about it because of these non-responsive mails. So, always put ad- responsive mails from generic checked mail account.
4. Sending mails inconsistently
Not sending emails consistently to your potential consumers may affect your relationship with them. They will eventually unsubscribe your email list due to less engagement from your side.
5. Avoiding mobile-users
Make your E-marketing strategy suitable for mobile interface because it has much potential and it will help in increasing your engagement and sales.
Email marketing tools
Email marketing tools is a software used to send and track emails. It increase the audience engagement, segment list and combine all your marketing channel to grow the business and earn more revenue. Your email marketing campaign success solely depends on the right choice of yours email marketing tool.
Importance of E-mail marketing tools
- Cost-effective strategy for small businesses
- A study by direct marketing association state that email marketing has 4300% ROI (return of Investment) for businesses in USA.
- It is easy mange.
- Allows you full control and establish direct contacts with customers.
- Your success in email marketing depends upon what kind of email marketing tool you choose.
What to look in before choosing the best E-mail marketing tool?
Keep these point in mind before choosing the best E-mail marketing tool for yourself.
- It must allow you to create highly engaging email newsletters
- Has an easy interface, most ideally drop and drag editor.
- Allows sending bulky emails easily.
- Has marketing automation.
- Manageable contact list.
- Allows tracking performance of your email marketing campaigns
- Ensures that your emails campaign does not end-up as spam folders.
Best email marketing tools
These are some of the best email marketing tools which help to increase the success rate of your email marketing strategy.
1. Constant Contact
If you have no prior knowledge about the E-mail marketing world, Constant Contact is best way to start with. It is super simple and allow you to add text and images to your messages easily and quickly. It provides more than 100 mobile optimized email templates which help you to create professional emails easily and quickly.
| PROs | CONs |
| Provides list building tools | Slow Customer service |
| Allows campaign reporting | Need more wide format e-mail templates |
| App integrations | Glitch in UI/UX interface |
| A/B testing | Need better integration with 3 party software tools. |
| More than 100 templates |
Price: – 60 days free trial. Price start from $20/ month.
2. Sendinblue
Sendinblue is a best e-mail marketing tool for transactional mails. It is easy to use platform that allow its user to create beautiful and engaging emails. It has simple drag and drop email editor which is perfect for beginners.
| PROs | CONs |
| Excellent deliverability rate. | Basic reporting |
| Allows transactional automation flow. | Simple ad-on features |
| Pre-build e-mail developer codes | Quite sensitive with throttling. |
| Pricing based on the number of emails send per month | |
| Beginner friendly |
Price: – $25/month for 20k emails.
3. Drip
Drip is quite powerful platform for bloggers, digital marketers and E-commerce enterprises. It is bit expensive but easy to use. It offers wide range of tools for making marketing automations, sales funnel and personalisation quite simple and handy.
| PROs | CONs |
| UI interface is sleek and advanced | No customer surveys |
| A/B testing | Limited customisation of landing page |
| Offer dynamics contents | A bit pricy |
| Provide effective email campaigns |
Price: – available in free version. Price starting from $49/month.
4. Mailchimp
Mailchimp is a widely popular email marketing service provider. It is available in a forever free email marketing service plan. It has easy drop-down email builder, simple tracking for analytics and autoresponders. Mailchimp is easily integrated with Magento, WordPress and many other platforms.
| PROs | CONs |
| User friendly | Lack of customisation |
| Time to time updated | Not support affiliate marketing |
| Nice variety of templates | Difficulty in editing database list |
| A/B testing |
Price: – $10/month for 500 contacts.
Conclusion
E-mail Marketing is a best way to grow your small business against the big name in the industry. With good strategy and confidence you can easily succeed in the couple of months. With E-mails Marketing campaign, you can get a more personalized opinion of your consumer base choices and preference. In return of this information, you will generate a quite good revenue for your business.
FAQs
E-mail stands for electronic mails and marketing means selling or promoting your services and products. So, in most simple term E-mail marketing stands for marketing or selling your product and services through emails.
2. How E-mail marketing is beneficial for small business?
80% of small businesses completely depends on E-mail marketing for their customer retention. The return of investment rate (ROI) of E-mails is quite high i.e. 3.8%. For $1 investment you get 38$ return in E-mail marketing.
3. What is whole cost for E-mail marketing campaign?
For mid-sized businesses, it cost around $9-$1000 per month.
4. What is the average salary of E-mail Marketing strategist?
As per latest data of 2022, the average salary of E-mail Marketing strategist is $48,633 – $63,666 PA (Abroad) and 15-30 LPA. (India)
5. Is E-mail Marketing a part of Digital marketing?
Yes, E-mails marketing is an essential part of Digital marketing.