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Chapter 1: Email Marketing Overview

Basics Of Email Marketing

Email Marketing is the most effective and one of the best ways of connecting with your leads, nurturing them, and turning them into your valuable customers.

Probably it’s not always a marketer’s first option when it comes to marketing planning, but it’s still dominant enough to be a major part of your marketing strategy.

This course is an effort to understand what email marketing is, how it works and how you can embrace its benefits.

Understanding What Email Marketing Is?

Email Marketing is the highly effective direct marketing strategy of sending emails to clients for building brand awareness, nurture associations, generate leads, and motivate potential customers as well as existing customers to take action that profit your business.

The term email marketing generally refers to a campaign with thousands of emails which are sent to the targeted recipient to improve relationships with present customers to encourage reliability and continued business.

Email marketing is one of the strongest marketing platforms. And it can be augmented by an effective email marketing strategy as it’s the foundation of your overall email marketing program.

Role Of Email Marketing In Business

Compared to other digital-marketing platforms, Email is top rated with 3% of the average click-through rate.

According to a survey, More than half (58%) of the businesses said that they are planning to increase their email marketing budget.

They also expressed their confidence in the benefits of emails, especially compared to other marketing platforms.

Here are the few of the benefits of email marketing, as per the marketers:

  • Marketers used it in generating more leads
  • Marketers used it to improved sales
  • Marketers used it to improved conversion rates
  • Marketers used it to reduced marketing costs
  • Marketers used it to identifying better-quality leads
  • Marketers used it to integrating with other media to boost response

Still not convinced about the importance of email marketing?

Here we’ve gathered a list of great reasons that your brand needs to start using email:

  1. Email marketing is cost-effective.
  2. You can reach more mobile customers with email marketing.
  3. You can automate the email marketing process.
  4. Email marketing makes it easy to personalize content for better response rates.
  5. You can make your email marketing interactive.
  6. You can quickly and easily measure your email marketing efforts.

Now that you know the significance of email marketing and how you can leverage it to grow your business, it’s time to start making a plan for implementation.

Industry Statistics & Facts

Well, here we’ve handpicked a list of email marketing stats & facts that will certainly help you to shape your marketing strategy.

Starting Out With Email Marketing: How To Get Started

The initial thing you need is the authorization to your email from the prospects and customers.

Buying an email list may sound like a great shortcut, but we never recommend it.

People who don’t opt in purposely for your email will not be interested in your emails. Sending them anything at all would be a complete waste of your time and money.

What you need to get started is:

2) An email marketing service.

Creating Optin form

A tool called OptinMonster helps you to create the optin forms and allows you to perform A/B testing without hiring a developer. You can speedily and easily build dynamic, targeted, & personalized optin forms that can be embedded on your site wherever you want.

It’s also providing you the option to make them appear at definite times to specific people browsing your site to improve your conversions.

Email Marketing Service:

AWeber: A trendy email marketing service that provides a huge range of tools such as autoresponders, segments, an email builder, and others.

They offer immense customer support, and you can send extremely targeted ema

ils using Aweber Lists and OptinMonster.

Pricing: $19/month (30-day free trial.)

MailChimp: A great email marketing software for people who are just starting out, as it’s really simple to set up and it offers a good user interface.

Free plan: for up to 2,000 subscribers.

Paid Plan: $10 -$35 /month

Modern Email Marketing Program:

Email marketing is the direct form of communication. You know 33% of individuals check their email throughout the day.

This guide is an approach to help you know how to be a better email marketer. Here is an effective strategy of modern email marketing.

Segmentation:

Segmentation is an effective way to group your consumers on the basis of their demographic information, purchase history, and browsing activity.

By using this information, you can easily tailor your emails to specific groups. As the number of followers grows larger, you can make your segments more granular.

Personalization:

Gone are the days of one-size-fits-all emails?

Customers are now expecting significant as well as personalized content and experiences both online and offline.

Here is a personalized mail from Hubspot.

Marketers are determined to leverage email personalization to move from 1: many messaging toward 1:1 experiences that not only meet, but exceed consumer expectations and set them apart from the competition.

Mobile Optimization:

While sending an email, you should be aware that a vast portion of your subscribers is going to open your mail on their cell phones or tablets. And if your emails don’t read well on the mobile then you’re in trouble.

Here is an example showing the difference between a mobile-optimized and non-optimized email:

So 

Make sure the emails you send for your business look great on mobile devices.

Types of Emails

Now, you’ve taken the first step toward your successful email marketing program. The second most important thing you need to figure out is how to keep your customers engaged

No matter what type of email you’re sending, the bottom line for every type is value. Here are seven types of emails you should be sending, and why they’re so powerful.

1# Educational Emails:

The most preferred type of mail is educational emails.

An educational mail should help to resolve an issue for the individuals receiving the email.

Idea: To offer valuable knowledge that connects customers to the business or products. It facilitates build relationships and belief between your business and your clients.

Tips to create outstanding educational email:

  • Offer relevant content
  • Teach them something that has a connection to your business.
  • Should have a new piece of content

For example, A job site called Monster.com sends its consumers information about life in the workplace.

The “Read more” link in the above examples will help you to take your consumers to your blog post for the complete article. And it’s a great way to engage your audience.

2# Promotional Emails:

Promotional emails are still important and help the recipient to take some.  Promotional emails usually don’t have a lot of content related with them.

Idea: To promote a product or service, typically to attract consumers to make a purchase.

Tips to create a promotional email:

  • Make your offer clear.
  • Create a sense of urgency.
  • Provide customers with a motive to act quickly.
  • Keep it crisp

Here is an example from the Banana Republic Factory:

3# Newsletter Emails:

These kinds of emails are generally sent once a month and it should include at least 4-5 pieces of content that you published in the last month.

Content can comprise blog articles, videos, or any informational posts.

Idea: To update your clients about news, enhance brand awareness and build a connection with your audience.

Tips to create a newsletter email:

  • Keep your newsletter into crisp, digestible and actionable segments of content, copy, images and calls to action.
  • Create apparent lines and divisions between your content.

Take a look at the example and see how clean it looks?

4# Welcome, Email:

Are your subscribers getting the right message through your welcome emails?

The initial mail you send to your subscribers is critical in building your connection with your audience.

Idea: To welcome new subscribers and begin a good relationship.

Tips to create a welcome email:

  • Write in a conversational tone
  • Offer a reward

5# Testimonial Email:

If your business is customer based then sending a mail including testimonials will help you to build trust in your brand.

Purpose: To strengthen your business or product through customer feedback.

Tips to create a testimonial email:

  • Create a smooth design.
  • Make it eye-catching and easy to read.

Take a look at the example below.

The retailer here put together four quotes from happy customers and highlighted the product, too. It will help in trust building.

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