What is Email Marketing?
While we often do market ourselves as the experts in SEO and content curation (which, if you are still interested in, can be explored here), but there are so many other strands to marketing that we can always assist with.
One of these is email marketing. This is exactly what it says on the tin – marketing that is focused on delivering messages that entice email users to make a purchase or complete an action.
In many ways getting an email address to begin with is a good approach to making leads. That alone can get your content to the right people, but there are many parts of the process to consider in email marketing. Here are some of those features.
What exactly is email marketing?
To start, we need to consider what’s involved in email marketing exactly. It is the act of sending a message to a large group of people. The message would usually include a commercial message, some form of advertisement, or to inform users of an update.
Businesses use a mailing list to contact people en masse – this makes things a lot easier when looking to send out the same message to a large group of people. It’s also a lot less taxing and a waste on a user’s time if they can curate one email to be sent to hundreds or even thousands of people.
Why is email marketing beneficial?
They are useful for many reasons:
- Improved brand awareness
- The ability to connect with new users and develop rapport
- Drives sales and revenue
- Helps prop up your other channels, such as social media
- Keeps customers engaged, and are also reminded your brand is still important
- Allows you to gain new information on customers
It’s useful to know exactly what you are looking for in a successful email campaign, but it’s also good to explore what makes a good campaign. You could split test a lot of emails to see which ones work best for your strategy.
What kinds of email marketing work well?
A few campaigns work incredibly well for different businesses. This is where you will put together effective wording to deliver the best results.
Welcome email campaigns are very important. These direct users to where they need to go and how they can navigate your website. An introductory email is very common, especially when you sign up to something for the first time. More often than not you’ll also get a discount code to use on site.
Newsletter emails are also very popular. Great to use if you are a school or have a news page with a variety of information to share at once. That’s a good time to summarise what your site has posted about in the past week, or month, to keep people informed.
Of course the big one will be posting promotional information for prospective buyers. They will be a series of emails in quick succession of each other, maybe including a countdown, to help keep a product release or promotion fresh in their minds.
These are something you will commonly see in your inbox. You may have interacted with them many times yourself, which is why they work so well and have the biggest open rate on average.
There are of course a few other emails you could use:
- Abandon Cart emails
- Statement emails
- Emails asking for your feedback on a product
There’s a lot to these kinds of emails therefore, that give them plenty of different uses. Take a look at some email campaigns and see if your current strategy needs changing.
Get started with email marketing
You might want to use a variety of strategies to help your email marketing grow, but there are also many other things to consider. Do your research well, and you’ll find that you can work out for yourself what works well and what doesn’t.
And if you ever wanted some help in developing a killer email strategy, you can always talk to us about your plans.
