Nishant Kadian

Marketing Head | Consultant

Email Marketing

Email Marketing: Everything You Need to Know About

On 29 October 1969, the first message over computers was exchanged. That’s what more or less email has been. Decades later, email has only grown in all possible ways – be it the number of users or the number of emails exchanged. Now, it is so popular that digital marketing hardly makes sense without email marketing.

How effective is email as a marketing tool? In the abundantly filled inboxes, does email marketing still, has the potential of finding leads and sales for your business?

Yes. However, you need to plan an email marketing strategy that checks all the content marketing basics and still gets the attention of customer needs. To help you with it, let’s start with a quick introduction to email marketing.

Email Marketing – Quick Introduction

Email marketing is a process that involves sending emails to customers and prospective customers. As per Statista, the number of email users in 2020 will exceed the 4 billion mark to reach 4.4 billion in 2023. Faster internet and compatible devices have empowered emails to remain accessible to the users – on the go. Stats even support that email is one of the successful business and marketing strategies, which can’t be ignored by digital marketers.

Concept of Email Marketing

Email marketing is among the critical types of content marketing on which digital marketers can form their strategy. It can help in increasing website traffic, sale, up-sale, and cross-sale. Emails could be several versions, such as direct, retention, and email placed ads.

  • A direct email intends to share updates with the existing as well as a new customer. It is mostly used in a personalized format.
  • A retention email is sent to the existing userbase on a regular frequency. While the usual format is as of newsletters, you can even share a discount coupon, add-on service, etc. over a retention email.
  • An email-placed ad is sent with the intent of promotions or advertisements. With this format of email, the focus is generally to increase sales.

Benefits of Email Marketing

  • Cost-wise, email marketing turns out to be an affordable marketing solution. Even with a limited budget, you will have a large audience size to promote products or services over emails.
  • The email will help you and your business to keep good relations with customers and reach them out whenever you wish to, and they can read them at their comfort.
  • Email offers cross-device compatibility. Unlike SMSes or calls, emails give you a platform to reach the customer who may be using a smartphone, laptop, desktop, or tablet.
  • It is a crucial way to keep customers informed about new products or services, new ideas, discounts or offers, latest updates, and many more.
  • Email marketing is very influential and convincing in the way that you can offer various products or services within the same email.
  • Email marketing can boost website traffic by promoting blog posts, articles, and important messages related to business sites.
  • It plays a crucial role in creating brand awareness and building a reputation for your business or website.

Killer Email Marketing Strategy

Once familiar with the email marketing concept, let’s move ahead to how effectual email marketing works. In this section, we will discuss how to set up an email marketing campaign along with aspects essential for a successful strategy.

  • Knowing email marketing goals is probably the most important. It will give you the way to start designing and sending an email. Ask yourself the reason for sending the email and what are the appropriate messages for it. You can even consult a content marketing expert to get help on understanding your goals and strategies.
  • Emails with individual-specific subject lines are opened more often than those with general subject lines. From individual customers to large-sized companies, everyone takes more interest in personalized emails than apparently-promotional ones. Try to write an attractive subject line that provokes readers to open your email. While you are trying to use images and other visuals to make the email looks more appealing, you need to ensure that it’s not heavy to load.
  • When your email list is segmented, i.e. according to the age groups, gender, location, previous purchases, and designation, the list gets separated. It simplifies the process of addressing the readers in a better way. It is possible when the right readers are targeted according to their interests. Email advertising helps businesses by providing a communication channel.
  • Timing and time zone is equally vital as readers or audience must receive your emails at the time when they are most likely to read the email. If you drop the email at the hours when the user is unavailable, there is a good chance that your email will be lost in the piled-up inbox. The emails must remain at the top of the mailbox so that recipients come into contact with it quickly.
  • You can do monitoring email marketing campaigns by analyzing the data such as open rate, bounce rates, click rates, etc. with email marketing tools, web analytics, visits to stores or events, and searching for inquiries.
  • Optimize Call to Action (CTA) so that it will ensure the recipient’s response in a way you want. Links, words, colors, and appearance, of CTA buttons, increase responsive rates. Avoid putting irrelevant and too many links in the email.

Common Email Mistakes Made By Marketers

There are nearly 269 billion emails that are sent daily. But are all emails read or understood by the audiences? No, that’s not the case, as many emails are either being ignored or landing in the spam folder. It may be due to various reasons, like a weak call to action or ineffective subject lines that fail to divert the audience’s attention. There are many mistakes that an email marketer, you must avoid:

  • If you are not looking at the email marketing analytics, you are making the biggest mistake in the campaign. Data is crucial to understand how your efforts are performing and what needs to be changed about it.
  • Subscribers most often tend to unsubscribe emails when they find them boring and inconsistent. The continuous flow of irrelevant or useless content drives potential customers away after a certain period.
  • Prepare your email marketing strategy in such a way that not too many emails fall into subscriber’s mailboxes that they get overloaded and unsubscribed. Also, keep the content short and to-the-point as long emails lack excitement and turn out to be tedious.
  • Nowadays, every other person depends on or uses mobile for checking and sending emails. So if your emails are incompatible with mobiles and take too long to load, then you may not be able to deliver the message to the desired audience.

Wrapping Up

Emails are capable of providing one-to-one conversation. Hence draft them in such a way it doesn’t sound typical sale pitch. It must have a flow of thought that attracts the interest of the reader. An email marketing manager must have soft and technical skills with appropriate knowledge of analytics and designs.
I hope this post helps readers understanding the basics of email marketing strategy and effective practices to get success and growth in business.

9 thoughts on “Email Marketing: Everything You Need to Know About

  1. My brother recommended I might like this web site. He was entirely right.
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    1. Totally agree with you, HAZIRLAMAKYAPMAK. This article is meant to build a basic understanding among the readers. I will keep you posted with the advanced content as I write further. Keep visiting. 🙂

  2. An outstanding share! I have just forwarded this onto a colleague who was conducting a little research on latest strategy in email marketing. And he in fact bought me dinner simply because I stumbled upon it for him… lol. So allow me to reword this…. Thank YOU for the meal!! But yeah, thanx for spending some time to talk about this here on your web site.

  3. Great article! No wonder, thoughtful email marketing can help your business stand out and win more audience. I believe that a/b testing on subject lines, content, CTA and timings can help you get the most ROI from your email marketing effort. Another thing that you should consider while doing email marketing is Segmentation of audience as it allows more targeted email campaigns based on the users interests.

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