Unleash the full potential of your marketing campaigns by utilizing a comprehensive email marketing strategy!
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The pace of innovation and the number of resources available to marketers today is nothing short of incredible.
An astounding 1,876 companies across 43 different marketing categories, including SEO, social, video marketing, sales enablement, mobile analytics, and dozens more exist according to VentureBeat.
What’s more, many of the categories didn’t exist in the report just one year earlier.
But just one category continues to perform well year after year: email marketing.
WHAT IS email marketing
Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services.
It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts.
It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails.
the importance of email marketing
Email is a big part of our lives as professionals, individuals, and, yes, even consumers. Think about this, how many people do you know without an email address? There’s a good chance that you can count these people on one hand.
According to Radicati Group, more than half of the world’s population uses email as of 2019. And this number is expected to increase up to more than 4.3 billion by 2023.
Data from Pew Research also shows that 92% of adults in the United States use email. And, 61% of these email users are checking and sending emails on an average day. This presents a great opportunity for businesses of all sizes to reach their target market, no matter what their audience looks like.
By adding email marketing to their list of digital marketing strategy, businesses can improve their reach and visibility. Thus, allowing them to engage and convert more leads consistently.
Not only does email marketing allow you to take advantage of the prospect of reaching a large group of people… …but this medium can also offer benefits that other digital marketing tactics can’t provide.
Email marketing allows you to personalize your messaging and tailor messages based on customer actions. You can also segment your audiences to ensure that the right leads are getting the most impactful information at the most effective times.
Perhaps one of the greatest reasons why email marketing is so important is that your competitors are using it. In fact, Marketing Land reports that of the 1.45 million emails sent per month, 1.38 million of these emails are sent by U.S. companies.
Here’s another interesting figure, 85% of Gen Z say that they prefer to use email over other modes of communication. And this percentage will definitely grow once they start having jobs. This means that if you want to remain competitive in the digital marketplace, you need to start using email marketing to reach your audience.
history of email marketing
how it works
Sign up for an email marketing tool
Hint: I’m using ConvertKit for the last 10 years for all my email marketing needs. It’s a complete platform with great features and it’s a leader in email marketing software.
Create an email marketing strategy
As with any type of digital marketing campaign, the first thing to do is to create a strategy.
Having an email marketing strategy in place before running any campaigns will help you to:
Decide how email marketing will be used in conjunction with the other online marketing campaigns you’ll be running Decide which email marketing platform to use and figure out your monthly costs
Decide on the strategies to use to grow your email list
Decide when to use automation and what kind of messages to send and when
Have the right reporting mechanisms in place to measure the effectiveness of your email campaigns
Build your email lists
For email marketing to work, you need to have a BIG list of active subscribers so the most important task in your strategy should be how to grow your email list.
As mentioned above, it’s not only a matter of adding random people to your list but people who manually registered to receive your emails.
Growing and maintaining an email list is tricky but with the right approach and tools, it can a valuable asset for your business.
The best ways to increase your email subscribers are:
Publish great content on your site – if your content is not what users want, whatever technique you use, it won’t help you get more subscribers.
If, on the other hand, your content provides value to users, your email list will grow faster.
Give them incentives – Free eBooks, trial offers, and other ‘gifts’ are great incentives to offer to users in return for their email address.
Make it easy to subscribe – Having the position of your signup buttons in places that users can easily spot (on both desktop and mobile), will make a difference to the number of people that can sign up for your emails.
Automate your tasks
Email marketing automation is a strategy that sees marketers send triggered or timed promotional emails to subscribers on their mailing list. It enables online marketers to send out personalized messages to both prospects and customers on a schedule or when specific conditions are met.
One of the biggest benefits of email marketing is that it’s a process that can be fully automated.
When we refer to email marketing automation, we mean sending targeted emails to your users based on the actions they take when they receive your emails or actions they perform on your site.
The most common email automation tasks are:
Welcome emails – Sending a welcome email to users as soon as they subscribe to your list
Email campaigns – Sending them a series of emails (replicating a sales funnel)
Abandon cart emails – Sending emails to website visitors that added a product to their shopping cart but did not checkout
Cross-selling / Upselling – Suggest products to customers based on their purchase history
Review/Feedback forms – requesting feedback/reviews from customers X days after they made a purchase
A final word on email marketing
Monitor and improve performance with A/B testing.
Clean up and maintain your email lists.
Email is used by 50% of the world’s population.
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