The act of sending a commercial message via email, usually to a group of people, is known as email marketing.
Every email sent to a potential or current consumer might be considered email marketing in the broadest sense. It entails sending advertisements, soliciting business, or soliciting purchases or donations by email. Typically, email marketing tactics aim to accomplish one or more of three primary goals: loyalty, trust, or brand awareness. Sending email messages with the goal of improving a merchant’s relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or persuading current customers to make an immediate purchase, and third-party sharing ads are all examples of the term.
Three Important Types of Email Marketing
Gary Thuerk, a marketing manager at Digital Equipment Corporation, sent out the first mass email in 1978, earning him the moniker “Father of Spam.”
Since then, innovative marketers have devised a plethora of email marketing tactics in an attempt to gain access to the elusive mailbox.
Of course, the proper method must be followed in order to achieve this. To assist you, I’ll go through three different sorts of email marketing that you may use to get your customers’ and prospects’ attention.
1. Email Newsletters
The email newsletter is a one-time communication that can be used to provide promotional messages, account information, product updates, and other information. An email newsletter, when done correctly, can aid in brand recognition and exposure.
A multitude of elements must be considered while designing an email newsletter, including:
- The length of the content
- Information kind
- Image and text placement
- Call to Action
Because every audience is different, it’s crucial to try out multiple forms.
2. Transactional Emails
Transactional emails include email receipts, invoices, billing statements, and order confirmations. They are triggered by the actions of the user.
Transactional emails are an excellent way to convert routine communication into a link to your website. For example, email receipts have a high open and click rate.
Customers are far more engaged with transactional emails like order, shipment, and return/exchange notifications than they are with promotional and branding-focused efforts. Customers open transactional emails frequently, as seen by the total open rates. The high open and click rates highlight the potential for businesses to cross-sell items and services to highly engaged customers via transactional emails. – According to ExperianExperian
Customers want these emails. It’s up to you to implement calls to action, branding, and readability.
3. Behavioral Emails
Behavioral emails are communications that are tailored to a user’s actions.
To put it another way, behavioural email is all about personalization. You may adapt your emails to be relevant to where customers are in the purchase cycle by getting to know your customers and building buyer personas.
We must consider client behaviour as well as their intent to purchase. It has nothing to do with their company or demographic; it has everything to do with where they are in the purchase cycle.Silverpop’s John Watton
Here’s a list of 10 types of behavioral emails you can automate:
- Browse abandonment
- Product review requests
- Password renewal/reminders
- Free Trial expiry
- Purchase anniversary renewals
How Email Marketing Work
1. An Email List
You’ll need an active email list to run successful email campaigns. This is a list of email addresses that have expressed an interest in getting marketing emails from your company. Building an email list can be done in a variety of ways. One of the simplest is to design a lead magnet (also known as an offer) that your target audience will want in exchange for their email addresses, such as a voucher.
2. An Email Service Provider
An email service provider (ESP), usually referred to as an email marketing platform, is software that aids in the management of your email list. It also aids in the creation and implementation of automated email marketing campaigns.You can use an ESP to automate actions that are triggered by the behaviors of your target audience. These allow you to customize each connection with them, resulting in higher engagement and conversion rates.
3. Clearly Defined Goals
Email marketing can help you achieve a variety of business objectives. You can, for example, utilize email marketing to:
- increase sales
- brand exposure
- develop and nurture leads
- Increase client loyalty and lifetime value by keeping consumers engaged.
Your email list, ESP, and campaign goals must all be in sync to run a successful email marketing campaign. Then you can get down to business.
The first step is to categorize your email list by demographics or actions taken by subscribers.
Create an email, or a series of emails, to persuade customers to take action (your goal).
Finally, use your email service provider (ESP) to send emails and track the campaign automatically.
Advantages of Email Marketing
- Email Is Permission-based: When a customer gives you their email address, it’s the same as giving you the keys to their home. Instead of showing up uninvited, gaining permission to enter boosts the possibilities of engagement and conversion.
- Gives You Direct Access to Your Audience: You’ll be able to engage with subscribers on their own time. Furthermore, because individuals check their emails daily, your message is likely to be seen.
- Gives You More Control: You don’t control the platform like most other marketing platforms. If the platform goes away, all of your hard work goes away with it. You own the relationships you build with your subscribers when you use email.
- More Personalization Options: You can construct customized and hyper-targeted campaigns using demographic or psychographic data. According to studies, segmented and targeted ads can boost income by up to 760 percent.
- Measurable: It’s critical to evaluate the efficacy of a marketing campaign, and automated email marketing makes it simple to do so.
- Scalable: Email marketing campaigns may grow in size without taxing your resources or compromising quality.
Disadvantages of Email Marketing
- Tough Competition: It can be challenging to stand out in a crowded inbox. To get your emails seen and opened, you’ll need to think outside the box.
- You Must Have an Email List: You must first have an email list for your email marketing efforts to be successful.
- Complicated Rules and Regulations: Numerous rules govern the usage of email for commercial purposes. GDPR, CAN-SPAM, and the CCPA are just a few examples. All of them mention that you are not permitted to send unsolicited emails.
Unfortunately, even after subscribing to the list, some subscribers report your emails as spam. Your sender’s reputation suffers as a result.
- Delivery and Deliverability Issues: It is not assured that your email will arrive in recipients’ inboxes. It would help if you dealt with delivery and deliverability concerns to operate efficient email marketing campaigns.