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Tactics of Email Marketing

If a consumer directly provides a business with their email address, it is because they specifically want to opt into that business’s email marketing. They may have been attracted by a coupon or some other promotional stuff, but it is still a much more content-oriented marketing strategy. This is the best part of email marketing which makes it so unique and so successful. Small businesses, large businesses, or entrepreneurs, all types of businesses can be benefited from email marketing, especially small businesses. Email marketing is less costly and easy to track whereas other forms of traditional marketing are comparatively expensive. This has more value than ads on search engines, social media, TV, magazines, and radio. Because an audience who sees an ad on Facebook or while browsing, did not request to learn more about the brand, so they tend to ignore messages or even may feel disturbed. But the scenery is different in the case of email marketing.   

Definition- Email Marketing

It is a digital marketing strategy through which businesses send emails to prospects, customers, and convert them into customers and turn one time buyers into loyal customers. 

Steps to E-mail Marketing

The readers may receive hundreds of similar emails daily. It is the marketers’ duty to attract potential customers to open and read their emails. For that, there are some steps and etiquettes a marketer needs to obey:

Goals

Before starting an email campaign, a marketer must determine his/her goals and what he/she really wants to achieve. This will specify the target market, the content included measures of success et cetera. Proper planning of what a marketer wants to achieve before sending emails, makes it easier to determine what to send and who to send it. Also, it helps to create focused and high performing email campaigns that will obtain marketing goals and targets.

Email list

If the plan is to use email to keep in touch with existing customers,  an email list should be built by adding the existing customers’ details into a chosen email marketing tool. For customers, a marketer can either manually upload an existing list or can connect the account to the tool where customer data remains and automatically sync customer information into the tool’s account. 

If the plan is to use email to communicate with a potential customer whose email the marketer might not have yet, the marketer needs to capture email addresses to build the contact list. The incentives may be valuable but still, marketers need to make it simple for people to subscribe. Some valuable incentives are: 

1. Discounts on First Order: Offering people a discount off their first purchase if they subscribe to an email list, is a good incentive. This incentive gives them the reason to subscribe as well as to purchase products or services from the marketer.

2. Fast or Free Delivery: This incentive encourages potential customers to convert into customers.

Permission

Before planning an email campaign, planners must take permission from readers. It’s important to clear the purpose and give incentives. Establishing credibility, explaining the purpose of the email, and expectations from the readers are some essential steps in email marketing. By sharing useful information and then using a call to action, may get many subscribers. Incentives like a free download, free ebook, updated Infos like new releases and product updates are common ways to make people subscribe or sign up. 

Easy Subscription

An alluring incentive along with a simple subscription opportunity increases the email list. The audience needs to put less effort to subscribe and be encouraged to sign up if the system is easier.

Header bar

It contains CTA or calls to action to remind people to join or subscribe and input the email address. It remains at the top of the website. Any email addresses captured will automatically be added to the chosen list in the campaign monitor account.

Effective pop-up

A few things need to be kept in mind to create effective pop up opt-in that attract the audience such as the right value offer, a strong call to action, and timing. If a pop up opt-in shows up after the reader finishes an article or scrolls ¾ of the page, it will be effective.

Great Contents

A consistent follow-up method and a solid call to action can make a campaign successful. Again, overdoing things such as: if a marketer is supposed to send emails weekly but sending emails daily, it will affect badly. On the other hand, if a marketer is supposed to send emails and updates daily but he/she doesn’t do so, it will affect them in a negative way. Example of valuable contents are: 

1. Creating attractive content and sending the best content to subscribers through email is a strong incentive for them to join the list. 

2. Company information, for example; career opportunities, press featuring of the company

3. Product updates and information like product videos, upcoming releases, and discounts, offers, and so on

4. Value proposing content, for instance; infographics, industry studies, survey results, written description, and blogs

5. People-oriented content to humanize brand like new hire bios, executive interviews, customer feedback and testimonials, and team-member blogs

6. Event information for community and business events, webinars, and trade-related events

Marketers should look for every opportunity to provide useful content over promotional content to maintain interest and engagement high. For the sake of introduction and creating awareness about the existence, an initial follow -up email should be sent immediately. Using a good newsletter is a way to make long term relationships with the reader and potential customers. 

Segmentation

In the case of email marketing, segmentation refers to splitting up an email list into a more targeted customer group. Email list can be divided into newsletter subscribers, daily email lists, customer lists, weekly email lists et cetera. Dividing them into categories like this helps to send more specific and particular emails to readers. Some fundamental email list segments which help to create more customer-oriented campaign are: 

1. Geographic location 

It is useful for advertising store-oriented information and targeting particular markets as well as ignoring out-of-location subscribers where the advertisement would not be relevant.

2. Demographics 

Beneficial to customize campaigns for any combination of age and gender ranges.

3. Market 

Good for segmenting users-oriented market/industry as well as to avoid sending the exact email to everyone.

4. Past activity 

Important to segment subscribers by past open and click-through behavior. Marketers need to analyze the behavior of customers to determine what type of content would be the best.

5. Customer data

Beneficial to e-commerce brands that aim to provide targeted campaigns to VIP customers and target customers.

There are 2 important ways to approach segmentation:

1. Sorting existing subscribers using the subscriber data they provided while signing up

2. Allowing subscribers to self-segment by selecting separate sign-up lists. With this method, the audience watches similar opt-ins throughout the site, but the list they add changes based on the content they are engaging with.

Email marketing is delivering returns to marketers. Politeness, respectfulness, and delivery of value are most important in email marketing. It’s an easy process and a valuable strategy.

Types of Campaigns 

There are different types of email campaigns marketers like which can be sent to subscribers, and the type depends on the goals set for the campaign. Different types of campaigns and how they can help to achieve  email marketing goals are discussed below

Newsletter

Email newsletter is a commonly distributed email campaign. It is generally about the main topic of interest. If the goal is to keep in touch with a list of people who are already known (i.e. old customers), then a newsletter is the perfect type of campaign. It will keep business and products top of mind and drive people back to the website.

Marketing Offer

A marketing offer email is generally any campaign sent with the goal of driving response. It is a campaign showcasing the latest stock and provokes people to purchase. This campaign offers a discount on products or services. The campaign presents its products at a promotional price and includes a direct CTA or call to action to purchase. The marketing offer email is effective if the goal of the email is to drive sales. It presents a product or discount offer and includes a direct call to action for the audience to click-through to the website and make a purchase.

Announcement

An announcement campaign is an email sent to subscribers mentioning or describing a new product, feature, or service. It is best for keeping the audience engaged and up to date with the latest updates. The primary goal is to share information and driving people back to shop or website to make a purchase are also the goals of email marketing. 

Invitation to event 

The purpose of this type of campaign is to increase awareness of the event and inspire people to attend the event. 

The type of email campaign wholly depends on the goal and purpose of the event and the campaign. Marketing offers and announcements are beneficial to drive direct sales. To keep the existing customers engaged, up to date on the latest news, products, and improvements, sending newsletters is a better idea. 

Things to remember while planning a campaign 

Some fundamental rules are there which every marketer must follow to get the best results from a campaign. Such as:

1. Understandable and easy content 

Long and text-heavy emails with unfamiliar vocabularies are not good for email campaigns. Emails structure should be easy so that it helps to draw the attention of people while guiding them to the emails CTA or call to action. 

2. Images and visuals

Relevant images and visuals are eye-catching and attractive. They make the email memorable and easy to recall. Using visuals encourages readers to take an expected action. 

3. Relevant subscribers 

According to different email list segments, a marketer needs to choose the type of content he/she wants to send to which customer. Personalizing content and making relevant content to a group helps improve the response rate. 

It is obvious that email campaigns are not the only interaction the subscribers are having with the business. In fact, subscribers probably visited the website or social media page to sign up for the email campaign. 

Because of this, it is important that the email campaigns are aligned with the colors, fonts, and branding used across all other customer touchpoints so that customers have a consistent experience with the brand.

Benefits

The benefits of email marketing are:

The benefits of email marketing are:

  • People check their email inbox daily 
  • It is cost-effective 
  • Easy to design and implement 
  • Perfect tool for promoting blog posts
  • It enables a business to customize content  with targeted messages 
  • Email includes links which directly take the audience to its websites 
  • Easy to create brand awareness and also easy to track the effectiveness of the campaign 

Email marketing is a beneficial marketing strategy to send advertisements, business requests, updates, and so on. 

Email marketing is a beneficial marketing strategy to send advertisements. Business Email is one of the most used methods of business communication. Building a relationship with customers is one of the biggest priorities of a marketer and business. Welcome emails, content, engagement emails, and storytelling are some of the examples. A business wants to make its customers feel exclusive, included and closely related to the journey, not just marketed to. Customers like to be engaged with and feel related to a brand.

It is a must that emails represent the brand’s personality. Finding the correct balance of types of email marketing for the company is imperative. Many people unsubscribe from promotional emails because a brand sometimes sends “too many emails”. It is crucial to understand what the existing customers want and potential customers are looking for in the emails. Email marketing does not focus only on sales but also its main focus is to create bonds with the audience. Email marketing strategy should consist of a balanced mixture of promotional, educative, and transactional emails.

References:

  1. https://www.campaignmonitor.com/resources/guides/getting-started-with-email-marketing/
  2. https://optinmonster.com/beginners-guide-to-email-marketing/
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