Emailmarketingisapowerfulmarketingchannel,aformofdirectmarketingas
wellasdigitalmarketing,thatusesemailtopromoteyourbusiness’sproducts orservices.Itcanhelpmakeyourcustomersawareofyourlatestitemsor
offersbyintegratingitintoyourmarketingautomationefforts.Itcanalsoplay apivotalroleinyour withleadgeneration,brand awareness,buildingrelationshipsorkeepingcustomersengagedbetween purchasesthroughdifferenttypesofmarketingemails.
ABriefHistoryOfEmail
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Theveryfirstemailwassentin1971byacomputerengineernamedRay Tomlinson.Themessagehesentwasjustastringofnumbersandletters,butit wasthebeginningofaneweraofcommunication.Tomlinsonwasalsothe personwhointroducedtheusageofthe“@”symbolinemailaddresses.
In1978,amarketingmanageratDigitalEquipmentCorpnamedGaryThuerk usedthisnewmethodofdirectcommunicationtosendoutthefirst commercialemailtoletpeopleknowaboutanewproduct. marketingstrategy
Bythe‘90s,theinternethadbecomecommerciallyavailabletothemasses. Thewaypeoplecommunicatedwithoneanotherbegantochange dramatically,andmarketersdiscoveredthatemailcouldbeaneffectiveway toadvertise.Theemergenceofmarketingemailsalsousheredintheneedfor regulatoryupdates;the ,forexample,wasadjustedto requirean“optout”optionforallmarketingemails.
U.K.’sDataProtectionAct
AdvantagesOfEmailMarketing
Emailhasbecomesuchapopularmarketingtoolforbusinessespartly becauseitforcestheusertotakesomekindofaction;anemailwillsitinthe inboxuntilit’sread,deleted,orarchived.
WhatIsSEO(SearchEngine Optimization)
RecentComments on AWordPressCommenter HelloWorld!
Emailmarketingcanhelpyou withyouraudiencewhile also toyourblog,socialmedia,oranywhereelseyou’dlikefolks
buildarelationship drivingtraffic
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segmentyouremails targetusersby demographic
tovisit.Youcaneven and soyou’reonlysendingpeoplethemessagestheywanttosee most.
EmailmarketingalsoallowsyoutorunA/Btestsofasubjectlineorcallto actiontoidentifythebestperformingmessagebyusingemailmarketing softwarethatcanalsobeconfiguredtoeasilysendoutemails.Checkout Mailchimp’s toseemoreofwhatyoucandowithemail marketing.
emailtemplates
DisadvantagesOfEmailMarketing
Whileemailmarketingseemsliketheperfectwaytoreachouttocustomers, createnewprospects,andgrowimportantbusinessrelationships,thereare somedrawbacks.Infact,manybusinessesareoptingtouseEZTextingas anotherformofcommunication. Herearesomeofthesignificantdownsidestoemailmarketingcampaigns.
Spam.Itseemslikeourinboxesarefilledwithworthlessinformation.“Lose25 poundsintwoweeks,”“Clickhereforabigdiscount.”Weallgetthemand nearlyinstantlyhitdelete.Inaddition,weneverevenseemanyofthese emailsbecausetheyendupinourjunkorspamfolders.Unlessyouare actively ,thesearemessagesareoftenjustawasteof timeforthecompanythatsentthem.
avoidingspamfilters
Size.Ifyouremailistoolarge,itmighttakealongtimetoload—orevennot loadatall.Inthattimeittakestodownload,apotentialcustomerhasjust lostinterest,costingyoubusiness.
Competition.Disadvantagesaside,emailmarketingisapopularformof marketing,whichmeansthatyouremailisn’tgoingtobetheonlyone floodingusers’inboxes.Thismeansthattostandoutfromcompetitors,you mightneedtoinvestinstrongcopywritersorofferadditionalpromotionsto captureyouraudience’sattention.
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Engagement.Frequently,acustomerseesanadandsignsupforemails basedonthat1instanceoroffer.Theymayormaynotuseit.Inanycase, theyarenowintheclients’database,butthatdoesn’tmeantheywill keepopeningupyouremailsandclickingthroughtoyoursite.Youhave tocontinuouslyfindwaystoengageyouraudience,oryoumightfind yourselfwithhighunopenedratesoralotofpeopleunsubscribing.
Design.Today,youcanaccessanemailacrossarangeofdevices,such asphones,tablets,andcomputers.Thismeansthatunlessyou’re designinganemailforeachplatform,yourcustomersmightseealess thanidealversionofyouremail.Emailmarketersdon’tknowwhattypeof operatingsystemtherecipientisusing.Inmanycases,whatwasoncea visuallyappealingemail,canhaveoddbreaks,missingvisuals,andlogos. Theseareannoyingtotherecipientandarequicklydeleted—especiallyif therecipientmistakesitforspamorascam.Theseemailsarehardto readinmostcasesandareofverylittlevalue.
Cost.Whilemanyemailservicespurporttobefree,manystillchargefees foradditionalactionssuchasaddingimagesorexceedingawordcount. Makesurethatyouknowexactlywhattheguidelinesareforfreeemailsor understandwhatadditionalchargesyoumayincur.Whenyouhave someonedesignanemailtemplate,helpbuildadatabaseofrelevant contacts,andthedisseminationoftheemailmaystartstressingthe budget.
EmailMarketingTypesAndExamples
Therearemanydifferenttypesofemailmarketing.Eachoneservesa differentpurposeandtakesadifferentavenuetoengagewithyour audience.Wearegoingtolookatsomeofthemanydifferenttypes,soyou cancreatethebestemailmarketingcampaignforyourcompany.
WelcomeEmails
Thistypeofemailwelcomescustomersandencouragesthemtolearnmore aboutyourproductorservice.Theyoftenofferatrialorotherbonus.Itis
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usedtointroduceapotentialnewcustomertothebusiness.
NewsletterEmails
Newsletteremailsareverypopular,andtheyoftenhighlightnewproducts andservices.Theymayalsoincludearticles,blogs,andcustomerreviews.
Usually,therewillbeacalltoactiontomovethereadertodosomething, whetherthatisreadinganewblogpostorcheckingoutanewproduct.
LeadNurturingEmails
Thistypeofemailtargetsaspecificaudiencethroughaseriesofemailsin thehopeofeventuallyconvertingthem.Typically, emails focusonagroupthatisinterestedinaspecificproductorserviceandthen buildtheirinterestthroughmoreemailsthatofferadditionalinformationor relevantpromotions.Thegoalistopushusersfromtheconsiderationstage tothepurchasingstage.
leadnurturing
ConfirmationEmails
Thosethathaverecentlysignedupforemailsornewsletters,orhave purchasedanitemonlineforthefirsttimemaygetaconfirmationemail. Thisensurestheprospectthattheinformationhasbeenreceivedandthey areonthelisttoreceiveadditionalinformation.Thesearealsoawaytolet usersknowthattheirpurchasehasbeenreceivedorthattheirsign-upwas successfulandcanincludemoreactionsforthemtotake.
DedicatedEmails
Ifyouwanttoreachouttoonlyaportionofyouremaillist,thisiscalleda dedicatedemail.Itslistmaybebasedonrecentpurchases,inactiveclients, newmembers,andotherspecifictypesofcriteria.
InviteEmails
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Thesetypesofemailsoftenannounceupcomingevents,newproduct launches,andseminars.Mostcompaniesusethesetypesofemailswhen thereissomethingspecialgoingontogainattentionandincrease awarenessaboutspecialevents.
PromotionalEmails
Thesetypesofmarketingemailsareverycommonandtendtobegeneric andgoouttoalargeaudience.Theyareusuallyusedtomaintain awarenessandmayteasenewproductsandservices.
SurveyEmail
Feedbackfromcustomers
isoneofthebesttoolsforabusiness.Sending outtheseemailscommunicatestoyourcustomersthatyouvaluetheir opinionandwanttocreateanexperience,product,orwhateveryou’re offeringthatthey’llenjoy.Businessescanalsotakethefeedbackfromthese surveysandapplythemtotheirofferings,creatingwhatishopefullyabetter product.
SeasonalMarketingEmails
Manycompaniestakeadvantageoftheholidayseasonorspecial occasionstoreachouttotheircustomersandprospectswithinformation onupcomingsalesandpromotions.Theyareoftentiedtoholidayslike Christmas, ,Mother’s,andFather’sDay.
Valentine’sDay
TipsForBuildingYourEmail
MarketingList
buildanaudienceofpeopletosendemailto
Buthowdoyou aspartofyour internetmarketingeffortsinthefirstplace?Thereareafewways,andallof themhavetodowith ,takinginto considerationmarketingbestpractices.
treatingyourcustomersright
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.Manyemailmarketingcompanies(
)haveastrict,permission-basedpolicywhenitcomestoemail addresses,whichmeansthatsendingtopurchasedlistsisprohibited.
Instead,concentrateonencouragingfolksto receivingmessages fromyoubyusingleadmagnets.Youcouldofferadiscountonyour customers’firstorderswhentheysignupforyouremaillistviaa
.Ormaybeyoucanoffernewsubscribersfreeshippingon theirnextorder—orgivethemachancetowinaprizewhentheyjoinyour list.Herearesomemoretipstohelpyou .
Don’tbuyemaillists including Mailchimp optinto custom signupform buildanemaillist
Beawareofnational(andinternational)emailregulations.Makesure youadheretoanylegalrequirementsandapplicablelawsinyourarea whensendingautomatedemails,likethe intheUnited States,the ,orthe
CAN-SPAMAct
CanadianAnti-SpamLaw(CASL) GeneralData ProtectionRegulation(GDPR)
intheEuropeanUnionforthetreatmentof personalinformation.Theregulationsarebasedonbothyourlocation andthelocationofyoursubscribers,andit’syourresponsibilitytoknow whichlawsapplytoyou.
Useemailtohaveaconversationwithyourcustomers.Emailisagreat marketingtool,butitcanhelpyourbusinessinotherways,too.Consider takingtheoccasionalbreakfromyourregularmarketingcontenttosend outsurveys,tellyoucustomershowmuchyouappreciatethemafter buyingfromyou,followingupafteranabandonedcart,orjustsayhello. Notonlydoesitgiveyouraudienceachancetoprovideyouwithvaluable feedback,butitalsoallowsthemtogetmoreinsightintotheperson behindthebusiness.
Onlysendwhenyoureallyneedto.Oncesomeonehastrustedyouwith theiremailaddress,don’tabusethattrust.Floodingyouraudience’sinbox withsuperfluousemailswillcausethemtoloseinterestorunsubscribe entirely.Focusonsendingthemrelevant,engagingmessagesaboutthe stufftheylike,andthey’llbeloyalforalongtimetocome.
EmailMarketingFAQs
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HowCanISetMyEmailsApartFromSpam?
Afterspendingsomuchtimecraftingyouremails,thelastthingyouwantis youremailtoendupinthespamorjunkmailfolder.Thebestwaytoavoid thisistohavetherecipientaddthecompanywebsitetothesafecontact list.
CanICombineEmailMarketingWithOtherTypes OfMarketing?
Absolutely,asindicatedinanearliersection,emailmarketingcanbeused forspecificpromotions,specialevents,announcements,andavarietyof otherpurposeswhereinformationcanbedisseminatedviaemail.
HowImportantIsTheEmailSubjectLine?
Thesubjectlineiscrucial!Apoorsubjectlinecancauseyouremailtoend upinthespamfolder.Ifitisn’tcaptivating,itmaynotgrabthereaders’ attentionandbedeletedbeforeitisevenopened.
We’rewaitingforyourorder.Save50%today.
Checkoutthisnewproductgearedtomakecleaningyourhomeeasier.
Thesubjectlineshouldmakethereaderwanttoopenandreadtheemail. Hereisanexampleofsomegoodsubjectlines: ConnectingWithYourAudience
Thebestwaytoconnectwithyouraudienceistocreateemailcampaigns thathavevalue.Costsavings,newproducts,newservices,andproduct benefitsshowthereaderthattheemailhasvaluetothem,andtheyshould keeponreading.
Marketingbyemailisagreatwaytokeepyourbusinesstop-of-mindwith customersandprospectssotheydon’tthinkofyourcompetitors.When
RelatedConceptsToExplore:
Emailcampaigntips
Howtobuildanemaillist
Emailtemplates
Digitalmarketing
Emailautomation
Marketingautomation
WhatIsGraphicDesigning?
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