What is email marketing?
This is sending letters to current and potential customers with the aim of increasing conversions, promoting a specific product, or increasing brand awareness in general. Huge corporations and up-and-coming startups make newsletters an important part of their marketing strategy.
And for good reason: according to research, email marketing generates an average ROI of $46 per dollar spent by businesses.
The Benefits of Email Marketing
- Promotion of products and services
- Increasing brand awareness, driving
- traffic to the site, converting
- leads to real ones.
- Turning “one-time” buyers into regular
Email marketing addresses the customer directly and therefore has a number of advantages over other forms of communication.
It is easier for a user to see a letter in his own mailbox than a post on a social network—the latter may simply not appear in the feed or get lost among other publications.
Plus, email marketing allows you to send emails to specific groups of subscribers based on their needs and preferences. Research shows that targeted emails are much more effective than those sent to an entire customer base.
The type of letter you send depends on the task you are facing, from advertising a specific product to notification of a successful transaction. A successful email marketing strategy includes many different types of newsletters and even combines them with each other.
- Marketing email messages draw attention to specific products and services and talk about special offers, for example, offering to buy a product at a discount, sign up for a webinar, or take advantage of a free trial.
- The email newsletter tells you about important updates: key company events, upcoming events or interesting new blog posts. Such mailings are usually regular, for example, once a quarter or once every two weeks.
- A marketing auto-send is sent to the user automatically when certain triggers are triggered. This includes welcome emails for new subscribers, birthday greetings, or reminders for those visitors who added an item to their cart but didn’t make a purchase. Salesmanago auto-processes allow you to set up any number of auto-mails. This eliminates the need to write routine emails and significantly saves time. A transactional
- Auto-mail is an automatic confirmation of purchases, a reminder of an upcoming session or event, and a delivery notification; in general, any technical message. These are simple but very important emails that demonstrate customer care and build trust in the brand. Salesmanago Ascend offers a wide range of options for creating transactional auto-mails. This is especially useful if you are opening an online store or service site.
How to create an effective email marketing campaign in five steps:
- Build a subscriber base.
- Choose a service for your email newsletter.
- Segment your audience.
- Create quality content.
- Improve your campaigns.
- 1. Build a subscriber base
The first and most important rule of email marketing is: do not, under any circumstances, send an email without the recipient’s consent. This is not only considered bad form but illegal in many countries. For example, in Russia, users are protected from spam by the laws “On Advertising” and “On Personal Data”. Having received such a mailing, the addressee has the right to go to court, and this threatens the company with a large fine.
Therefore, before launching an email campaign, you need to create a list of customers who have voluntarily agreed to receive your emails. The best way to do this is to promise a gift in exchange for a subscription. Most often, digital products are used for this: e-books, webinars, guides, checklists, free consultations, and discount coupons. In general, everything that is easy to distribute and doesn’t require large financial investments.
Having decided on the gift, add a subscription form to the site. Here’s a rough diagram:
- Bright’s headline For example, “Free Email Marketing Checklist.”
- Convincing CTA. For example, the “Download Now.” form
- for entering e-mail.
- Form “I agree to receive mail”.
You can add a sign-up form anywhere strategically on your site, including pop-ups, sidebars, and blog posts.
2. Choose an email marketing service.
Email marketing involves managing large numbers of subscribers, sending targeted messages, and analyzing various campaign metrics. To effectively organize your work, use a quality service for email newsletters. Here are some of the most popular ones:
Salesmanago integrates seamlessly with your site and provides a wide range of features. For example, you can track the effectiveness of a campaign by the number of openings, views, and clicks; choose one of the dozens of professional templates; create an original letter design, and share the finished newsletter on social networks.
3. Divide your audience into segments
As we mentioned above, targeted mailings are much more effective than general ones. For example, if you own a promotional agency and sell tickets for a concert by a fashionable rapper, such a mailing is unlikely to interest an older part of your audience, staunch opera lovers, or people living in another region.
Dividing your subscribers into categories helps you understand who is more likely to be interested in a particular offer. These categories can be very different:
- Demography Age, gender, and income level provide important background information about the potential interests and needs of the client.
- Location of residence readers’ location information allows geographic, linguistic, and cultural considerations to be taken into account when creating newsletter content.
- Website behavior What pages users visit, what products they view-all this helps to determine their interests and better set up a target.
- Purchase history It allows you to separate loyal customers from “one-time” buyers and, based on this, build the necessary communication strategy with both.
- Solvency. The amount of money that customers have already spent on your site is important information in itself. Based on this, you can focus on more budget-friendly or more expensive items from the range.
- Place it in the sales funnel. Based on this category, you can send welcome emails to new users or reminders to customers who added an item to their cart but never purchased it.
- Interests To learn more about the individual preferences of your subscribers, let them create profiles on the site or bookmark products they like.
- In general, even mail to a large number of subscribers should remain relevant, personal, and relevant. Thus, it is less likely to be perceived as spam by customers and will generate more openings, clicks, and views.
4. Produce high-quality content
Whether you’re creating an automatic notification, a newsletter, or a new product announcement, it’s important to keep a few key rules in mind.
Each of your letters should be a pleasant surprise, not an annoying advertisement. Fill it with useful things like exclusive content, discount coupons, and specials with discounts only for the recipients of this newsletter. In addition, keep an eye on the quality of the texts themselves. It is important for the reader to feel that a living person is talking to them and not a faceless company. Address subscribers by name, write in the first person, and add some humor if it fits with your brand image.
5. Fine-tune your campaigns
An email sent is only half the battle. Now you need to collect and analyze statistics to make the next mailing even more effective.
The percentage of delivered emails A sign of a healthy subscriber base is when more than 95% of emails are delivered to their intended recipients. If your indicator is lower, remove non-existent addresses from the database.
bounce rate As you can see from the previous point, the percentage of undelivered letters should not exceed 5%. A high bounce rate can involve activating spam filters and even blocking your IP. Update your subscriber base regularly and try to increase your open rate.
The percentage of openings It shows the number of subscribers who opened the letter. This is an important indicator that demonstrates the real level of interest in your mailings. If open rates are low, try to improve your content, come up with more exciting headlines, and fine-tune your targeting.
Clicks. The number of people who clicked on the links inside the email. Using this metric, you can understand which links readers click on most often. If your click-through rate is low, consider using compelling CTAs and improving your targeting strategy.
Spam complaints This shows how many readers have marked your email as spam. To avoid this, send emails only to those customers who have agreed to receive the newsletter. In addition, a high delivery rate and a low bounce rate help to avoid the spam folder.
Email Marketing: Useful Tips
In order for mailings to bring profit and new loyal customers, it is important to keep the quality of letters at a high level. Here are some rules to help you with this:
- Observe email etiquette. Treat your customers with respect: send newsletters only to those subscribers who have given their consent; don’t send more emails than you need to; Provide the ability to easily unsubscribe from the mailing list if the client wants to.
- Remember the timing. To achieve a high open-rate, find the perfect time to send your email. It depends on many factors: age, place of residence, and even the occupation of your subscribers. Carry out A/B tests: Send the same newsletter to different subscriber groups at different times and see which one opens more.
- Don’t forget the mobile version. According to a study, more than half of emails are opened on smartphones. So be sure to adapt your writing for small screens: shorten your headings, simplify the format, make your images smaller, and make your CTA buttons big enough to be easy to click on.
Think about the benefits. Gifts and surprises should not end at the time of signing up. Constantly think about how you can benefit your customers. Exclusive content, discounts, special pricing, and helpful tips increase brand engagement and loyalty.