As marketing tools become more and more advanced, marketers reach their audience in the new ways every day. No doubt, new technologies help reach a wider range of people and create better messages – but we would like to focus on one specific tactic: email marketing.
The growth of email marketing is unstoppable, with an average open rate of 20-35% and read rate of 50-75%. What is more, email marketing allows you to directly reach your audience.
But how do you get started with the email marketing campaign?
Many marketers are put off by the idea of building huge lists of subscribers. But what they don't know is that it doesn't have to be hard or time-consuming to gather a steady flow of leads. A good place to start is with your existing contacts and friends. If you're not in contact with them already, try signing up for mailing lists in your niche and see who has newsletter subscription forms on their website.
In the meantime, we have collected some useful information for you so that you can start small and steadily build your list. Now let's get to the good stuff!
5 reasons why email marketing is more efficient than other digital marketing channels?
Email is a direct vector of communication that allows marketers to build relationships with their audience over time. A personalized email sent on your behalf will show your subscribers you care about them and understand their needs.
Building trust is an essential part of positioning your brand as a thought leader in the industry, so you need to provide value for your audience by consistently sending informative emails.
Gathering leads from email marketing is easier than from other sources because nobody likes being interrupted when they are not interested. People have given permission for marketers to contact them via email, which means that you'll be starting your relationship with a better chance of success.
Depending on the industry you're in and how much time you want to spend building your list, it's possible to gather hundreds and even thousands of leads in a very short amount of time. This saves marketers valuable time and money as they don't have to rely on paid advertising networks.
Email marketing is a multi-channel tactic, which means you can make use of other tools such as social media and webinars to increase the overall value of your email list. This will add more value for subscribers and further improve their engagement with your brand.
What are the main benefits of email marketing?
Email marketing provides the best ROI among all other digital channels. This is due to low costs and high return on investment, ease of targeting an audience, ability to personalize messages based on each recipient's preferences and many more reasons.
Another important advantage of email marketing is that you can measure customer engagement in detail. Some marketers prefer to measure ROI in terms of revenue generated via email marketing campaigns.
What are the drawbacks of email marketing?
Low engagement with your messages is one of the major reasons why many marketers give up on email marketing. According to Campaign Monitor, only 16% of all emails sent are opened by recipients and only 8% are clicked.
This is why it's important to focus on providing value for your subscribers if you want them to engage with your messages. Split testing subject lines, email copy, call-to-action buttons and other elements are all great ways to improve engagement rates.
What are the key factors of successful email marketing?
According to GetResponse research , the most important factors of successful email marketing are:
- Timing (including testing)
- Targeting - segmentation and list building
- Length of the message
The average length of a welcome email is around 70-100 words, whereas other emails should be kept briefer.
What tools you can use to send email marketing campaigns?
There's a huge number of tools you can use for your email marketing campaigns, but here are the most popular ones.
Mailchimp is one of the most popular email marketing platforms that lets you create and send beautiful emails as well as provides useful features such as A/B testing, list segmentation and many other options.
AWeber is another similar email marketing platform that lets you build your list, send automated messages, take advantage of autoresponder features and more.
Campaign Monitor offers an easy to use interface with lots of useful features for marketers who want to focus on their campaigns without having to worry about the technical side.
What are the main email marketing myths you should avoid?
One of the biggest email marketing myths out there is that creating an email list means people will be more inclined to buy your products. Even though getting new subscribers for free sounds great, the truth is that these people are not necessarily interested in your business. You need to build relationships with them by providing value and earn their trust before asking them to buy.
Another email marketing myth is that you need to build a huge list and send messages as often as possible in order to make an impact and get results. According to Convince and Convert, the optimal number of emails per month for B2C marketers is 21-28, while B2B marketers should aim for 10-15 emails per month.
One more myth is that email marketing campaigns should last forever, but if you don't see any positive results after a few weeks or months, then maybe it's time to try something else to improve your sales funnel.
What are the main types of email marketing campaigns?
There are three major types of email marketing campaigns:
Transactional - used for sending receipts, purchase confirmations, password resets and other transactional emails.
Promotional - aimed at encouraging your subscribers to make a purchase or take other desired action.
Newsletter/blog-related - sent based on the frequency preferences of each subscriber. For example, if someone subscribes to your blog, then you send them a weekly or monthly digest.
What are the best email marketing strategies?
There's no one-size-fits-all strategy for successful email marketing. What works for your competitors might not work for you and vice versa. However, there are some tips that can improve your overall results with this channel.
Segment your list - create separate lists for people who have, haven't made a purchase yet and those who are already loyal customers. This way you can send targeted messages to each group.
Offer discounts/free shipping/special offers - this is an effective strategy for increasing your email engagement rates. For instance, if you want more people to click on a certain link, try including it in an email with a special offer.
Include the most important information early - don't make your subscribers scroll through to find out what they really need to know. Instead, use concise and high-impact subject lines so that more people will open your emails.
Provide social proof - this strategy works great if you have celebrity/influencer endorsements. Social proof is basically an assurance for your subscribers that other people are purchasing your products or taking advantage of your services, so it makes them more inclined to do the same thing.
Introduce segments - this way you can gradually improve your email marketing campaigns based on the feedback you get from your subscribers.
How often should you send email marketing campaigns?
As mentioned above, there is no single answer to this question, but according to Mailchimp , you should aim for emails at least once per week or month depending on the nature of your business. For example, content marketers can send weekly digest emails with links to their latest blog posts. Also, don't send more than 50 emails per month as this can affect your email deliverability rates .
So, email marketing is more effective than other digital channels. The key to a successful email-based campaign is having an understanding of what your customer wants, and when they want it. We can help you with that too! Our team has years of experience in the industry and would be happy to tailor a plan for your business’s needs or walk through some ideas together so we can learn about where you are going wrong in your current campaigns. Just contact us today to find out how our expertise could positively impact your bottom line!