It may be one of the oldest forms of digital communication, but email still reigns supreme in terms of usage. Of course, there are other new ways to communicate with your audience and customers.
Communication methods such as social media, live chat, and much more.
However, with a user base of 4 billion people, email is the king of marketing channels.
Email marketing still ranks as the most effective marketing channel, surpassing social media, SEO, and affiliate marketing.
Despite the social upheaval, people use email more than any other platform. After all, what good is a website if it simply "blends in" with everything else out there?
Data shows that most people are in email — and the number is growing every year.
What is email marketing?
Email marketing is about sending promotional messages to a large number of people. It is usually made into sales or leads and may contain advertising.
Use email in your marketing efforts to promote a business product and service as well as to encourage customer loyalty. Email marketing is a form of marketing that can make your email list customers aware of new products, discounts, and other services.
How does email marketing work?
Used to inform email marketing, drive sales, and build a community around your brand (such as a newsletter). The simple answer is yes. When done correctly, email marketing can be a very effective way to communicate with customers and should be a staple of almost any small business marketing strategy. ... There are three big reasons why email marketing is still relevant - even in 2021.
In its basic form, an effective email marketing promotion requires three essential elements:
b. Email service provider (ESP): An email service provider (ESP), also known as an email marketing platform, is software that helps you manage your email list. It helps to design and implement automated email marketing campaigns.
Using an ESP allows you to automate actions triggered by the behavior of your target audience. This enables you to personalize every interaction with them, which means that engagement and conversion rates are generally improved.
Remember: You are a gest of their inbox
Although you may think your email is special.
This is why it is important to remember where you are and to use good manners.
Entering someone's inbox is like being invited to their home for dinner. If they ask you to take off your shoes, you will do so with dignity.
The same goes for email marketing, so before we get started I want to remind you that you should always be at your best and remember you are a guest in their inbox.
How to automate the email marketing
Effective email marketing campaigns begin with list splitting. Use the data you have about your customers to group them. This allows you to create more personalized campaigns.
After sharing your email list, it's time to design a workflow. This is a series of emails to fulfill the purpose of the campaign.
Once you have designed your workflow, set the triggers that will sequentially set off the following email.
Best email marketing strategies
To be successful with email marketing, you need to be tactful with the way you design your campaigns.
Another essential email marketing strategy is to practice good email list hygiene. Clearing inactive subscribers and email addresses that are no longer in use will ensure that you have a good sender reputation.
To create such a list, you must use a listing strategy designed to attract your target audience.
Send emails to your list regularly to keep your customers engaged (warm). However, sporadic emailing can cause customers to forget who you are and lead to lower conversion rates.
If some of your customers get cold, you can run a re-employment campaign.
Design each campaign and email to focus on a goal. Trying to kill two (or more) birds with one stone does not work with email marketing. It only confuses your audience and reduces your conversion rate.
Top 5 email marketing tools
- Get Response(Recomended): GetResponse lets you create sophisticated squeeze pages out of the box. Significantly, you can test the conversion rate of these pages against each other in real-time - and choose the best performance for your ad campaigns.
- Mail Chimp: The main reason for this is that MailChimp has a great user interface. This allows us to send emails, manage customers, offer SUPERB tracking, set up automated respondents, create beautiful email templates, target customers, and split our campaigns.
- Sendinblue: Sandin Blue goes beyond basic email marketing and offers SMS marketing and chat support that clients on the web need to support. No matter what pricing plan you choose, you will get a nice smooth, and reliable interface that is very easy to use. Transaction email support. Advanced segmentation.
- System: Systeme.io works best if you go through everything and use all the tools. If having your whole business in one place scares you or shuts you down, you should look elsewhere. Otherwise, you're paying for features you don't use and don't get the full benefit of all built-in integration.
- Click funnel: The main purpose of ClickFunnels is to create lead and sales funnels that will increase traffic and ensure a high conversion rate. Some of its important features include Lead Magnet Page. This is the first page of an agency's sales funnel.
How to write email marketing copy
Whatever your email marketing target is. It all hinges on email marketing copywriting. The first step in creating a compelling email marketing copy is to get to know your audience. This will help you better share your list and create hyper-targeted email copy.
Use keywords, take advantage of it, use active voice, personalize as much as possible.
Stories are a powerful way to get attention and spread your message. That's why you should take advantage of storytelling in your email copy.
Email preview text will appear immediately below or next to the subject line. Limited to a maximum of 140 characters (email client dependent), it acts as a lifting pitch to persuade people to open your email.
People are busy. This is why you need to write your email copy so that it is easy to read and understand. Using short sentences and paragraphs
Avoid terminology and complex words
Using bullet points. If your readers find your emails easy to read, they will probably engage more with them.
Pros and cons of email marketing
Like any other marketing channel, email marketing has its advantages and disadvantages. Let's take a brief look at some of the notable ones:
Pros of email marketing
When a customer trusts you with their email address, it's the virtual equivalent of giving them a home key. Getting permission to enter instead of appearing uninvited increases engagement and the chances of conversion.
You can communicate directly with customers on their schedules.
As with most other marketing platforms, you do not own the platform. If the platform shuts down, all your hard work will sink in with it.
Owner of the relationships you build with your customers through email
Email marketing campaigns can scale without putting pressure on your resources or compromising on quality.
Research shows that departmental and personalized campaigns increase revenue by as much as 760 percent
Cons of email marketing
There are many rules governing the use of email for commercial purposes. Common examples include GDPR, CAN-SPAM, and CCPA. All of these states will not allow you to send unsolicited emails.
There is no guarantee of receiving your email in the receiver's inbox. To run an effective email marketing campaign, you must tackle delivery and delivery issues.
Start email marketing step by step
Step #1: Build your email list
Think of email addresses as a currency: you don't pay for free, do you? Offering an incentive is the easiest way to collect email addresses.
There are many ways you can do this, of course. Some prefer to give away something for free while others simply offer a newsletter or product update.
Search engine journals provide daily news using a small form in their right sidebar — asking what users are interested in, which helps them send more valuable content.
You can offer a checklist, ebook, white paper, or another downloadable resource. Contests and gifts are another great way to persuade people to share their email addresses.
I can't tell you what is right or wrong for your business, but I can tell you that it is important to have a clear purpose when asking for an address.
This is where a strong call to action comes into play and copywriting is crucial.
Establish your credibility, explain what emails are for, and get people interested in receiving them.
By sharing a specific call to action or facility to provide their email address, you can subscribe to more people.
Step #2: Provide great content
Email marketing is all about expectations, and it's up to you to set it up.
If your call to action is strong, and your follow-up is consistent, you can count on a successful email promotion.
However, if you promise to send an email every week and send it every day instead, you are setting yourself up for failure.
Conversely, if someone expects daily updates or critical product updates and you don't deliver, they may be just as annoyed at that.
This is why the first follow-up email is crucial to the success of your email marketing efforts.
You're not just running an email list just for the fun of it - you're there to engage and sell customers.
Moving from an email list that offers a lot of free prices to a list that can be a complex switch to pitch a product for the money.
To do this effectively, it is a good idea to think in advance about your pitching. You don’t want to surprise everyone with a sudden pitch.
You will have a much more successful campaign if people expect a one-time sales pitch.
If you are going to get into the habit of selling often, try to put yourself in the shoes of the reader.
Ask yourself if your messaging is in line with your expectations. If possible, understand what the customer has shown interest in before and send similar offers online.
Those who send blind offers are more likely to lose the right to continue.
Again, every business has different needs and there are no hard and fast rules about how often you can pitch or deliver content.
Step #3: Analitycs and segmentation
We've talked about the importance of analytics in web copy before, and email is no different.
The email service providers I've worked with provide complimentary analysis.
While they are all important, the three most important are open rate, click-through rate, and unsubscribe. Let's break down each one and see what we can learn from it.
First, your opening rate explains how many people are opening your email. It is based on a single invisible tracking pixel that loads when someone clicks on your message.
When looking at open rates, it will usually tell you how well you have built your relationship with the readers. Ideally, people are interested in reading your emails and opening them quickly.
If your open rate is low, it means you usually have a lot of unconnected subscribers. Here are some tips to increase your opening rate.
Next, your click-through rate, or CTR, shows how many people have clicked (if any) on a link in your email.
If your CTR is low, it means your message is either not targeted enough, or simply not available. In this case, focus on improving your copy.
Finally, your unsubscribe rate tells you how many people clicked the "unsubscribe" button at the bottom of your email.
If your subscription rate is higher than your opt-in rate, then you have crossed the point of creating value and good copywriting - you have some serious work to do.
Basically, you created a sieve, and those who signed up eventually left. If this is you, try to figure out when people are leaving and take action based on that leak.
If they leave after a certain automatic email, redo it. If they leave after the marketing message, redo the way you present the offers.
Email analytics is important because, if you pay attention, they will give you very specific clues about what you are doing wrong.
If you are unfamiliar with the term, email splitting is the practice of splitting your email list into more targeted groups.
Here are some ways to share a larger list:
- Customer List (compares to those not purchased)
- Newsletter subscribers
- Daily email list (compared to weekly, bi-weekly, monthly, etc.)
- Population, such as age, location, or job title
- Interest, such as marketing or sales issues
- Like targeting paid ads, splitting your listing enables you to send more targeted communications.
For example, some customers want updates on both products and sales, others just want to hear about newer versions. The sales team lead may want to hear about a new sales feature but not a new marketing tool.
Conclusion
Email marketing provides huge returns for marketers who are willing to learn how to do it right. It doesn't have to be complicated.
First, remember that you are a guest in your customers' inbox. Your emails are always one click away from losing their interest forever Be humble, respectful, and pay the price.
You need to ask permission as soon as you start. Of course, this is the right thing to do. In a new era of data protection, such as the EU's GDPR, this is also a legal requirement.
You want to follow through on your promises. Provide what people want and email regularly to align with their expectations.
There is no formula for increasing email automation. Which works best for you and your company's voice and style.
Finally, once you have mastered the basics, you can move on to email segmentation and analysis. Start sending different types of emails to different groups of people so that you can provide more useful emails. Don't forget to check out the best all-in-one email marketing tool which you can free forever by clicking this link.
Some of this information has been sourced from (neilpatel.com)