Email marketing is sending commercial messages to a list of contacts that have given their express permission to receive email communications from you. In fact, it has been estimated that for every $1 spent on email marketing, the return on investment is $38.
With the right approach, you can use email marketing to inform your contacts, drive sales, and build a community around your brand. Modern email marketing has moved away from one size fits all mass mailings and instead focuses on consent, segmentation, and personalization. This may sound time-consuming, but marketing automation does the heavy lifting for you.
One of the most important elements of an effective email marketing strategy is your contact database — or "list." This is a list of all the people who have given their express permission to receive emails from your business.
Your contact database should be used only for the purpose of communicating with contacts who have given you explicit permission to do so. This means they "opted in" by providing their email address so they could receive information on products or services they're interested in.
Benefit of email marketing
According to research conducted by MarketingSherpa, email marketing accounts for 23% of sales.
Email is easy to set up and send, it’s easy to track and analyze, and it’s cheap.
And email remains one of the most important channels for getting your message in front of your contacts.
Email marketing is a form of direct marketing that uses email to deliver commercial messages.
Email marketing allows you to:
- Build relationships with customers, prospects and peers.
- Reach out to potential clients and partners.
- Stay top of mind for your audience.
- Nurture leads with targeted content.
- Drive traffic to your website and social media accounts.
Examples of different types of marketing emails
Emails can be promotional, informational, or serve a specific purpose in the buyer journey.
Emails that are purely promotional are generally sent to customers who are not yet customers. Promotional emails give people information about your product or service. They can include product updates, discounts, promotions, and more. Often, they're sent to large groups of people at once. The goal is to get these people to take a specific action (like clicking a link, making a purchase, or attending an event).
Examples of promotional emails:
1. Welcome emails
2. Upsells, cross-sells, and win-backs
3. Announcements and event invitations
4. Flash sales and time-sensitive offers
5. Limited-time discounts and promo codes
Marketers can send informational emails to customers who are already customers. They can be used to inform customers about new products, upcoming events, or changes to company policies. Informational emails don't have a specific goal that marketers want customers to take. They're just meant for sharing information with your customer base.
Informational emails sent to current or potential customers. Informational emails include:
'How-to' guides and tips
E-books and whitepapers
Resource library additions
Why email marketing is important
Now, we’ll discuss the importance of email marketing.
Email marketing is one of the most effective marketing tools for businesses today. It’s a great way to increase brand awareness and customer loyalty.
One of the most important factors that make email marketing so effective is its accessibility. With a user population of more than 3 billion, the internet has become a main channel for people to communicate, access information, and get things done.
This means that online businesses have more opportunities to reach their potential customers via email. The fact that email is accessible to everyone makes it an attractive channel to help businesses strengthen their relationship with customers and encourage sales conversion.
Email marketing is one of the most effective ways to communicate with your audience — and it's 40 times more effective than Facebook and Twitter combined.
there are 3.8 billion email users worldwide? That’s almost half of the global population!
Email marketing is still the most effective way to reach your audience, whether they are consumers or business buyers.
It is a critical component of any successful inbound marketing strategy and a great way to keep in touch with customers who have already expressed an interest in your product or service.
Email marketing is a key part of any digital marketing strategy. If it's done right, email can be an effective way to re-engage existing customers, attract new ones and build your business
There are many different benefits of email marketing - from the fact that it's quick and easy to set up, to the fact that you don't necessarily have to have a huge budget to make a big impact.
In fact, it has been estimated that for every $1 spent on email marketing, the return on investment is $38.
This is why email marketing is important:
Accessibility: Emails are easily accessible and can be viewed on any device with an internet connection. They are also easy to share with other people across all platforms via social media or instant messaging apps like WhatsApp and Facebook Messenger.
Affordability: The cost of sending emails is low compared to other forms of communication such as text messaging or phone calls.
You own your email list: Unlike social media or search engine traffic, which may fluctuate depending on what’s happening in the world (e.g., an algorithm change), your email list is something you completely control. You have the ability to reach out directly to your subscribers at any time without having to worry about external factors like ad spend cut-offs or changes in algorithms affecting how many people see your content.
Example of marketing email
Welcome to our family!
Welcome to [company name]! We're so glad you're here. And we're even happier that you've decided to start your journey with us.
At [company name], we don't take the word "family" lightly. It's not just a marketing message. It's how we run our business, treat our employees and take care of our customers.
We believe that the best way to get great results is by building a personal relationship and taking the time to understand your needs. So that's exactly what we'll do:
Your customer service rep will follow up with you shortly via email, but feel free to reach out at any time with questions or concerns. Your rep can be reached at:
The most important thing is that you're happy with your purchase, so if there's anything we can do to make it better, please let us know.
Thanks again for joining the family!
In this article, I've covered what email marketing is, why it's important, and some of the practical steps for getting started with your own campaigns.
I hope this article has give you a good idea of the basic of email marketing.