What is Email Marketing?

Email marketing is nothing but building relationships with your audience via email. With a proper email marketing communication flow, you can send relevant information & convert prospects into customers.

People who are interested in your products or services can join your email list and through email marketing communication they can learn everything they need to know to make an informed buying decision.

If you can build your email list with your target audience, you can be sure that email marketing will become a significant revenue stream for your business.

Email marketing is the first online marketing channel even before the World Wide Web (WWW). Email marketing has been around for a long time, and it continues to lead the pack as it comes to ROI (Return on Investment).

What Are The 7 Key Benefits of Email Marketing?

Before you decide to invest in an email marketing campaign, it’s worth learning about its advantages. These are 7 of the main benefits that make email marketing stand out and the perfect choice for your digital marketing activities.

1. Low Cost

For any business, the “cost factor” plays a vital role and your earnings will also depend on your budget that you can spare on any advertising campaign. So, let’s understand — how much does email marketing cost?

To run a professional email marketing campaign, all you need is an “email list”, a basic strategy, & the right tool that allows you to launch and analyze your email campaigns, I mean the statistics.

Most professional email marketing software, for e.g. GetResponse, offer several plans based on the size of your email marketing list (number of subscribers)

For example, GetResponse Basic plan starts at $15/month for 1,000 subscribers with unlimited sends and provides key features like Email Marketing, Autoresponders, Landing Pages, Web Forms, and Facebook Ads.

For most of the marketing tools in the market, you’ll notice that some are affordable and some are expensive and this depends on the type of audience they’re targeting and the number of features that are included in the platform.

To learn more about other marketing tools available on the market, you can Google “Best Email Marketing Services”.

However, if you’d like to practice while you learn about email marketing, GetResponse offers a 30 day free trial with all key features unlocked and you don’t need to provide your credit card details during signup.

2. Precision

When you build your list organically, ask people to confirm the subscription. This way you know that your contacts want to receive emails from your brand, which means that you’re sending emails to people who are really interested in your offer. Such an email list is considered high-quality and likely to bring better business results.

You can run A/B tests, track statistics, and monitor the results of your email marketing campaigns in real-time. Based on the collected information you can make small changes (e.g. design, copy, structure, or workflow) and optimize your email marketing program to meet your requirements.

Example of an email campaign A/B test and the results it generated

3. Ease of Use

Creating an email marketing campaign is easy & simple. You can design your own email templates, landing pages, and marketing automation workflows with intuitive drag and drop editors — no need to code anything, it’s as simple as that! And if the design isn’t your thing, you can just use ready-made templates to set up your campaigns.

Drag and drop Email Creator from GetResponse

4. The Preferred Marketing Medium

According to both the DMA and Adobe, most people prefer to be contacted and receive offers from companies through email rather than other channels.

The results of these studies make perfect sense since well-designed email marketing campaigns are relevant and non-intrusive — emails wait in the inbox and subscribers decide when is the right moment to open and read an email. And if they no longer want to receive the content, they can unsubscribe in just a couple of clicks.

2018 Consumer Email Survey report. Source: Adobe

5. Email is An Owned Medium

Traditionally, digital marketing strategy is divided into paid, earned, and owned media. Email falls into the owned media category (unless we’re talking about sponsored mailing). It means that your business has full control over this online marketing channel.

In fact, over time, your email list becomes your greatest online marketing asset: a massive database of people who want to hear from your brand.

If you use professional email marketing services, your emails will reach almost everyone on your email list as opposed to e.g. social media, where you cannot control your organic reach. That’s why investing too much in social media following is often called building a house on rented land.

The Digital Marketing Mix. Source: SEJ

6. Targeted and personalized communication

You can collect relevant information from your contacts along the subscription process and use it to tailor the communication to their needs and preferences. Based on the data you can create segments of people sharing common traits.

7. Excellent Return on Investment (ROI)

Email marketing keeps on bringing the highest return on investment of all online marketing channels. This is something we’ve seen first hand & that came out in the study we’ve conducted along with Smart Insights (see the chart below). This results from all of the factors mentioned above. If you run and measure your email marketing activities the right way, they’ll become a proven source of revenue for your business.

What’s The Average Email Marketing ROI?

According to a 2019 study by DMA, email marketing’s return on investment is 42:1 on average. Statistically, if you invest $1 in your email marketing activities, you’ll get $42 in return.

Of course, this is not a fixed number — it’s an average. The return of investment in your company will depend on various factors; size & quality of your email list, content, design, and call to action, etc.

One of the biggest advantages of email marketing is that you can track performance and present data to prove the ROI. This is especially important if you don’t have extensive marketing budgets and every decision you make needs to be data-driven.

How To Grow Your Email List

Email list building is one of the main ongoing tasks of an email marketer.

You want to attract a large and engaged audience to be able to directly communicate with them inside their email inboxes.

There are multiple ways in which you can build an email list. Some of them are stated below:

1) Lead Magnets

You need to provide a good reason for your target audience to convinced them to sign up for your email list. Most people will want to receive something in return for their effort and the opportunity to contact them directly inside their inbox. That’s where lead magnets come in.

2) Optin Forms

An optin form, web form, or signup form is an HTML form that is installed on a website to enable visitors to sign up. This is the key mechanism that you’ll use to capture leads.

There are different kinds of optin forms you can use. The difference between them is usually about how or when they appear in front of your visitor’s eyes.

The most popular types of web forms include:

· Embedded/Inline web forms

· Popups and lightboxes

· Exit intent forms

· Scroll forms

· Fixed bars

· Welcome mats

· Click forms

3) Landing Pages

Most websites and homepages have multiple objectives to meet. They’re meant to provide information for all the types of visitors that enter the page and as a result, they’re often quite messy. They’re also not designed to convert email subscribers effectively. This is why marketers build dedicated landing pages.

While landing pages also can have various other goals, there’s one specific type that’s built solely for capturing emails and that’s squeeze pages. Squeeze pages are designed to collect visitors’ email addresses. They contain just enough information to convince them to fill out the form and keep them focused on that one single goal.

4) Paid Ads

While you can use paid ads to drive traffic onto your squeeze pages, there’s also another way to collect emails without making visitors leave the page they’re currently viewing.

On Facebook, these are called Lead Ads. In Google, they’re called Google Lead Form Ads. And on LinkedIn, you’ll find them as Lead Gen Ads.

Every platform has its own name, but the principle behind them is the same — they offer a simple way to collect emails from the platform’s users. And why is it simple? It’s because the platforms prepopulate the lead capture form with the email address the user’s signed with.

5) Segmenting Your Email List

As I mentioned how email marketing allows you to run targeted email marketing campaigns as opposed to sending the so-called email blasts. It does so through the use of segmentation.

The purpose of email list segmentation is to identify cohorts or groups of customers that share common characteristics and tailor the communication to better meet their expectations & needs. By making your email communication more relevant you can achieve higher engagement and conversion rates.

What Types of Emails You Can Send

When it comes to what can go into your emails the sky really is the limit.

You can use email marketing throughout the entire customer lifecycle aiming for different kinds of objectives for each stage.

1) Triggered Emails

Triggered emails or automated emails see much higher engagement rates. Their average open rate is around 44% and click-through rate is above 10%. Why so much higher than newsletters?

What makes triggered emails so effective is that they’re sent in response to your contact’s actions. It could be after they signed up to your mailing list or after they left your website without completing the order. You decide when such emails get sent out.

But it’s not only the timing that makes automated emails powerful. It’s also about the fact that they’re super relevant. Most automated emails contain information that’s specifically intended for the recipient who’s just performed some sort of action.

2) Blog Updates

Here’s another type of email that’s popular among marketers. Blog updates or RSS emails are messages that you send out after you’ve published a new article on your blog.

You can send these emails either automatically or manually, depending on your preference.

These kinds of emails also tend to get higher open and click-through rates than marketing newsletters. This is especially true for those bloggers who offer unique content & focus mostly on providing value rather than marketing their products or services.

3) Drip Campaigns

Email drip campaigns or “Autoresponder” emails are similar to triggered emails. You send them automatically, but unlike triggered emails, they follow a predetermined sequence and schedule.

Usually, marketers use drip campaigns to set up email courses, lead nurturing sequences, or onboarding sequences. Setting up an email sequence this way gives you the opportunity to keep your brand at the top of your audience’s mind and makes your content easier to digest.

Email drip campaigns are easy to create and tend to get pretty high engagement rates. Their average open rate is almost 30% and CTR is almost 6%.

Setting Up Your First Email Campaign

This section contains a short step-by-step guide on how to set up your first email campaign. If you’re never done this before, just follow these steps and make sure to note down your observations and track your results.

Email marketing is a long-term game and you’ll want to make sure that with every campaign you roll out you’ll learn something new about your audience and what makes them ‘click’.

1. Set A Measurable Goal

First, decide what you want to achieve.

For the purpose of this article, let’s say you want to create a welcome email that’ll greet your new contacts and offer them a discount code for their first order in your online store.

According to our Email Marketing Benchmarks, the welcome emails have the highest engagement, open rate, and click-through rate:

Not to set the bar too high, let’s say your goal will therefore be to roll out a welcome email campaign that’ll generate an open rate of over 60% and CTR above 15%.

2. Pick Your Target Audience

You’ll now want to decide whom you’re going to send your email campaign.

In this case, it’s simple — the target audience will be every new person who joins your email list.

But it could just as well be anyone else, e.g. folks who’ve visited your store in the last 30 days but haven’t placed an order or people who’ve recently bought from you but didn’t leave a review.

Keep in mind who your target audience is before you run off creating copy and designing your email templates.

3. Create Your Email Template

Now it’s time to put your creative hat on and craft that email.

Don’t worry though, you don’t need to be a designer or a copywriter to create email campaigns that generate results. The most important element is to always think of your target audience and what objective you’ve set for your campaign.

If you’re using an email marketing tool like GetResponse, you can either use the drag-and-drop Email Creator or customize one of the ready-made templates that come out of the box. Using premade templates will save you a ton of time and ensure that your emails will look great across all devices and email clients.

Some of the emails templates available in GetResponse

4. Schedule Your Email Campaign

Once you’ve created the emails you want to send, it’s time to schedule them so that they’ll reach the right audience at the right time.

If you were to send a one-off email blast, you could send it immediately or schedule it for later. Additionally, you could adjust the send time to match your subscriber’s time zone.

In our case, we want to set up a simple welcome email, which we can do by using a marketing automation template called “Simple Welcome Message”.

The workflow consists of only two blocks, where we need to specify what email template we want to send and which list it should be applied to.

5. Measure And Improve

You just cannot run a good email program if you’re not measuring and analyzing your campaign’s results.

If you’re sending a one-off marketing offer, give yourself at least 24 hours before you start analyzing your open rates, click-through rates, and conversions. This will give your recipients enough time to respond to your message and place their order.

When analyzing your results, keep in mind all the main factors that could have affected your results — the subject line, your offer, your target audience, email template you used, the time at which you sent out the campaign, and additionally any external factors that could also be important.

Equipped with that, you can start coming up with new ideas & planning your future campaigns that’ll generate even higher results.

Now The Ball Is In Your Court

Now that you’ve learned the foundations of email marketing it’s time for you to act & take action.

If you feel you’re ready to start running effective email programs to build and segment high-quality lists, design high-converting email templates, continuously test and optimize your campaigns — I’ve got good news for you.

You can do all of this inside of one single tool and it’s completely free for 30 days, no credit card required to take advantage of the trial.

If any of that sounds interesting to you, just sign up for a free trial & start making some real results.

--

--

--

An Affiliate Marketing Company that promotes top-notch quality products & services from reputed vendors/companies.

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

How To Create an Effective Online Marketing Plan in 5 Steps

How to Improve your Ecommerce Website Speed?

Strategy to get 300% ROAS using FB Ads — Smart Wearable

Improve Your Business’s Website’s User Experience With URLs

[Podcast] — The Human to Human Podcast featuring Dr. Jürgen Strauss

Tell-Tales To Create Brilliant Headlines For Enhanced Brand Awareness

Dear Marketers, Don’t Let Your Old Content Collect Dust

BYOB — Be Your Own Boss

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Janmajit Shankar

Janmajit Shankar

An Affiliate Marketing Company that promotes top-notch quality products & services from reputed vendors/companies.

More from Medium

What is Conquesting in Advertising | Conquesting Meaning

What to consider before you write this year’s marketing strategy

Global email marketing — How to Reach Global Businesses through their Inbox

Digital Marketing Trends to Rule in 2022