An email is a way of communication for sending message or important files online. But the question is how we could use email as a marketing tool?
Well, before we go into Email marketing let’s answer the important question ‘What is marketing?’
Marketing is all about propaganda or campaigning about a specific business goal to potentially attract suitable customers of your niche. Essentially, traditional marketing was always known as a way of reaching out to the specific group of people and establishing healthy relationships with them and of course, sell your product.
Though traditional marketing involved physical contact, sometimes the process involved in marketing was tedious and required more time and energy. Also, on that note because of the usage of the websites and apps, the traditional way suffered a downfall.
According to some of the popular surveys, it is estimated that 50% of the people spend their daily time only in engaging their social activities on the Internet. With this impact, Business can now benefit by reaching out to the tremendous people and can gain brand awareness very soon when compared to traditional marketing.
When is email marketing used?
Though there are several ways of online marketing, email marketing is the most effective means of advertising. Through emails, we have the potential to reach directly to the customers. Email marketing empowers to you tell customers about your new offerings, updates about your business, sending out tips to novice users and many more. Use of Email marketing varies from one organization to other depending on specific business needs.
What is email marketing software?
It is not possible to send email to each and every person by just composing.
Thus we have to use email marketing software. It empowers you to send emails to a group of people for your business. It helps to segment your customers based on your goals.
There are various marketing softwares available which may help you leverage a specific goal in a proper way. It not only helps you to send emails but also gives you facts like a detailed report about your activity of emails, the percentage of people who opened your email etc.
The advantage of email marketing over other ways of marketing
I would say email marketing is a better approach to online marketing compared to others. Let us have a look at why it is a great way of marketing.
Everyone has a smartphone now and its usage is exponentially increasing. Most of the smartphone runs on the Android operating system. These devices come with Android Operating system prebuilt and every OS has Google suite of application pre-installed in it.
Every user who uses the Android smartphone will have to create their account with Google before using their smartphone, thus in a way they have to use Gmail which is the email application of Google suite. As mobile phone gives the flexibility of targeting every one, these applications proved to be a great way to take your business to most people on this planet. Imagine just by sending emails you could outweigh the traditional ways of advertising not only by the amount of reach but also with cost (It costs almost nothing to send emails!)
Email Marketing usage with other forms of marketing
While using social media marketing or running PPC campaigns it is possible to discover an email from the users which in turn can be used for email marketing.
However, we have to always make sure that it is a safe and best practice to collect emails list in a legit way and not purchasing bulk email list from other sources. Most businesses chose email as a preferred choice for contacting, either to send information or updates about their business and to solve customers’ queries.
The email is a powerful tool to connect business to customer and vice versa and truly, email marketing has put marketing many steps forward.
An advantage of email marketing:
When compared to other ways of marketing email marketing has some great advantages, let us see that below
Email marketing is one of the cost-effective methods of marketing
While another online marketing technique requires you to buy a web space or plugin/software, email marketing does not cost much to send emails. All you have to do is to collect email lists from different sources.
Help in establishing a direct contact with the audience
Emails establish one-way contact between business and customers. It helps to build trust among audiences.
Has Greater and wider Reach
Email marketing has the potential to reach almost any person in the world, just in a matter of seconds.
94% of the Internet users use email
It is statistically proved that most of the users who spend their time online will engage in sending and reading mail lists. So, with this, your marketing campaign will be more effective.
How do you start an email marketing campaign?
In order to start an email marketing campaign, you must have a list of contacts ready to which you should send the emails.
And before sending the email, you must have a clear idea on what you’re going to send and your expectations. You must be well informed about your audience while collecting email addresses from them because they may consider it as spam and ignore the email altogether. You must be in a place to convince users about your business offerings and how it will be useful to them.
Proper email marketing software can help you to achieve the above strategy as it will help you manage your emails effectively.
Most of the email marketing software empowers you with predefined templates to customize your email. You can either use their inbuilt customized template or you can create your own that best suit to your need. You can customize your email by including business listings, your website, and your own social media presence. This helps in building trust among users about your well-established presence in the online world.
Need for email marketing optimization?
Email marketing optimization becomes an essential part during your entire marketing campaigning. Your automation software itself gives proper metrics about your recent campaigns. These metrics, in turn, helps you conduct optimization steps that have to take at the time of marketing. Most of the business carries out A/B testing that allows you to test two different emails with the same content. The one that best performs is used as a preferred mail and is actually sent to the users.
Steps to be taken for carrying out effective Marketing campaigns:
- Make sure that you are not involved in spamming your customers. This will not help in branding your business and you may lose potential customers resulting in loss of business value.
- Follow the best practices of sending email to the right person at the right time.
- Segment your audience based on the performance metrics of marketing campaigns.
- Always highlight your content very clearly so that strong message is delivered to your audience from what you are expecting from them.
- Implement A/B testing before sending emails to the customer, especially if you are in dilemma about what to send.
- By taking proper measures and implementing effective email marketing strategies will surely help you in building a stronger base of potential customers and engage in longer relationships.
What should you avoid in email marketing?
We have already talked about what should be done, but now, we must also take care of the fact that what should you avoid in email marketing.
Email marketing is proving to be the best online techniques for marketing. Many successful businesses have adopted email marketing and have proved them a lucrative strategy. No wonder as by just one click, you can deliver your brand name to the whole world in a matter of seconds. So, why wait? Just create an attractive layout, put an effective call to action header and you are completely set to net thousands of web fishes.