How Email Marketing Can Help Business And Ways To Do It

What Is Email Marketing?

The act of sending promotional messages to a large number of individuals is known as email marketing.
Its purpose is usually to produce sales or leads, and it may also include advertising.

How Does Email Marketing Work?

Email marketing is one of the most effective tactics, thanks to its simplicity and ability to be automated.

An efficient email marketing campaign involves three important aspects in its most basic form:

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 shown an interest in getting marketing emails from your company.

Building an email list may 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 return 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 may use an ESP to automate activities that are triggered by the behaviors of your target audience.
These allow you to customise each connection with them, resulting in higher engagement and
conversion rates.

3. Clearly Defined Goals

Email marketing may help you reach a variety of business objectives. You can, for example, utilize email
marketing to:

 increase sales
 increase brand recognition
 lead generation and nurturing
 keep your consumers interested
 Boost client retention and lifetime value

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 activities taken by subscribers

Create an email, or a series of emails, to persuade customers to take action (your goal).

Finally, utilize your email service provider (ESP) to send emails and track the campaign automatically.

Advantages And Disadvantages of Email Marketing

Email marketing, like any other marketing method, has advantages and disadvantages. Let's have a look
at a few of the more important ones:

Advantages of Email Marketing

Email Is Permission Based

It's the equivalent of being given the keys to their house when a consumer gives you their email address.
Instead of turning up uninvited, gaining permission to enter boosts the possibilities of engagement and
conversion.

Affords You Direct Access To Your Audience

You may contact with subscribers directly based on their schedules. Furthermore, because individuals
check their emails on a regular basis, your message is likely to be seen.

Gives You More Control

You don't own 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 Capabilities

You may construct customised and hyper-targeted advertising using demographic or psychographic
data. According to studies, segmented and targeted ads may boost income by up to 760 percent.

Measurable

It's critical to evaluate the performance of a marketing effort, and automated email marketing makes it
simple.

Scalable

Email marketing campaigns may grow in size without taxing your resources or sacrificing quality.

Disadvantages of Email Marketing

Tough Competition

It might be difficult to stand out in a crowded inbox. To get your emails seen and opened, you'll need to
think outside the box.

You Need an Email List

In order for email marketing to be effective, you must already have an email list.

Tricky Rules And Regulations To Navigate

The use of email for business purposes is subject to a slew of regulations. 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 reputation suffers as a result.

Delivery And Deliverability Issues

It is not guaranteed that your email will be sent to recipients' inboxes. You must deal with delivery and
deliverability concerns in order to operate efficient email marketing campaigns.
Email Marketing Examples

Let's take a quick look at a couple of email marketing samples to get some ideas.

Teaonic

Teaonic is an e-commerce company that sells organic and healthy teas.

Getting Low On Wellness? is the subject line.

What is it about this email that is correct?

 Great subject line: The subject line focuses on the key pain point of the target audience, which is
improving their health.
 Color psychology is used: bright, warm hues elicit sentiments of well-being and pleasure.
 The email is sent when the customer's supply is about to run out and is targeted to persons who
have purchased the goods.
How To Automate Your Email Marketing

While the automation process differs by ESP, there are a few stages to automate your email marketing
that are consistent.

Define Your Segments

List segmentation is the first step in creating effective email marketing campaigns. To organize your
subscribers, use the information you have about them. As a result, you'll be able to build more tailored
marketing.

Design an Efficient Workflow

It's time to create a procedure after segmenting your email list. This is a sequence of emails that will
help you achieve the campaign's goal.

Determine The Right Triggers

Determine the triggers that will send the next email in the sequence once you've built your process.
Customers opening your email, clicking on a link, or not opening it at all within a set time range are all
examples of triggers.

Best Email Marketing Strategies

To be successful with email marketing, you must be smart in your campaign design. Here are some of
the most effective email marketing tactics.

Use The Right Building Strategies

The quality of your email list determines the success of your email marketing initiatives. To create such a
list, you'll need to employ list-building tactics that appeal to your target demographic. A case study
marketed on LinkedIn, for example, may help a B2B business grow a list of engaged subscribers, but it
would fail if employed by a B2C brand.

Practice Good Email List Hygiene

Another important email marketing tactic is to keep your email list clean. Cleaning out inactive
subscribers and out-of-date email addresses can help you maintain a strong sender reputation.

Keep Your List Warm

Send emails to your list on a regular basis to keep your subscribers interested (warm). However,
infrequent emailing may cause subscribers to lose track of who you are, resulting in low conversion
rates.

You can execute a re-engagement campaign if any of your subscribers have gone cold.

Focus on One Objective

Each campaign and email should have a single goal in mind. With email marketing, trying to kill two (or
more) birds with one stone doesn't work. Your audience will be confused, and your conversion rates will
suffer as a result.

Define and Track the Right KPIs

Sending a few of emails to your subscribers isn't enough when it comes to email marketing. It also
requires keeping track of the results of your campaigns. To do so, you'll need to identify and track the
appropriate KPIs (KPIs).
Email Service Providers (ESP)

An email service provider (ESP) is one of the most important email marketing tools you'll need. The
following are some of the best ESPs:

Constant Contact: With features like automatic product suggestions and shoppable emails, Constant
Contact is ideal for e-commerce email marketing campaigns. Monthly plans start at $20.

Sendinblue: Is a good choice for small firms who need to send out simple email campaigns. It features a
robust feature set, including CRM, live chat, and SMS, to name a few. Monthly plans start at $25.

B2B email marketing require a platform created expressly for the B2B buyer experience, such as Pardot.
Pardot is the ideal choice. However, be prepared to pay at least $1,250 per month to develop high-
growth email campaigns using Pardot.

Deliverability Tools

Email deliverability refers to an ESP's capacity to effectively deliver emails to your recipients' inboxes. An
email deliverability tester is a must-have tool for every savvy email marketer. Here are a few of the best:

MailGenius: This program scans your emails for spam triggers. You may use it to conduct deliverability
tests to guarantee that your emails arrive in the inboxes of your intended recipients. MailGenius is a
completely free program.

GlockApps: Displays real-time delivery results, such as if your email was sent to the Inbox, Spam folder,
Promotional or Social tabs in Gmail, or whether it was never delivered at all. Personal accounts are free,
with charges increasing as you go.

Testing And Tracking

You may generate optimal versions of your campaigns by testing and measuring their success. What are
the finest email marketing tools for testing and tracking?

Litmus: Litmus allows you to test and track your emails in both standard web browsers and popular
mobile devices.

Email Personalization Tools

Utilizing a personalization tool can let you go beyond merely using your receivers' names when it comes
to customisation.

Hyperise: No technology does it better than Hyperise when it comes to tailoring email marketing
campaigns. It enables you to include dynamic, unique graphics to each of your emails, including social
media profile photographs.

How To Write Email Marketing Copy That Drives Results

Whatever your email marketing aim is, email marketing text is crucial.

That is why it is critical that you write yours effectively. To do so, follow these steps:

Know Your Audience

Knowing your target is the first step in writing appealing email marketing text. This will allow you to
segment your list more effectively and write hyper-targeted email text.

Craft a Hard-to-Ignore Subject line

One of the most crucial aspects of email text is the subject line, which helps readers decide whether or
not to open your email. To create a subject line that is difficult to overlook, use the following formula:

 make use of keywords

 make it profit-oriented
 make advantage of active voice
 As far as possible, customize
Get the Preview Text Right

The email preview content shows below or next to the subject line. It serves as an elevator pitch to
persuade individuals to read your email and is limited to a maximum of 140 characters (email client
dependant). Your value proposition is reinforced by an optimized preview text that is an extension of
your subject line.

Make it Easy to Read

People are preoccupied. That is why you should compose your email text in such a way that it is simple
to read and comprehend. To do so, follow these steps:

 Short phrases and paragraphs are used

 avoiding jargon and overly complex terms
 making use of bullet points

Your readers will be more engaged with your emails if they find them easy to read.

Leverage Story Telling

Stories are an effective technique to attract people's attention and convey a message. That's why, in
your email copy, you should use narrative.

Use Psychology to your Advantage

Humans are hardwired to behave in certain ways. Use psychological triggers to guide your audience
toward achieving your campaign's goals. The following are some examples of triggers:

 dread of being left out (FOMO)

 psychology of color
 social evidence

Email Marketing Step 1: Build Your List

1. Offer An Incentive

Consider email addresses as a form of currency: you wouldn't give out money for free, would you? The
simplest technique to collect email addresses is to offer an incentive.

Of course, there are several methods to accomplish this. Some people like to give things out for free,
while others prefer to just send out a newsletter or provide product updates.

Search Engine Journal has a little form in the right sidebar that offers daily news and also asks what
themes the user is interested in, allowing them to deliver more relevant information.

2. Follow Email Marketing Laws And Regulations

You should also ensure that your emails adhere to local standards and regulations, such as CAN-SPAM
and GDPR.

Don't be put off by the legalese; just make sure you don't buy email lists and use double opt-in
alternatives so people are aware of what they're signing up for. Finally, make unsubscribing as simple as
possible.

Email Marketing Step 2: Provide Great Content

Expectations are everything in email marketing, and it's up to you to set them.

You may expect a successful email campaign if your call to action is powerful and your follow-up is
constant.

You're setting yourself up for failure if you pledge to send one email each week but instead send them
everyda

On the other hand, if someone is anticipating daily or crucial product updates and you fail to provide,
they are likely to be as disappointed.

This is why the initial follow-up email is so important to your email marketing campaign's success.
Send An Introduction Email

Here's an example of an Airbnb welcome email to a new host. It discusses the fundamentals of the
procedure as well as what you can anticipate from Airbnb.

Spotify also sends out a similar email that verifies the membership and explains what to expect.

Take use of the possibility to construct an automatic welcome sequence that almost all email service
providers provide

The first follow-up email should be sent right away to identify yourself and explain what you plan to do
with the email address of your new member.

It's preferable to be long-winded and comprehensive over quick and unnoticeable, but if you can pull it
quick and concise, all the better.

It's only a matter of living up to their expectations from here.

Don’t Pitch Right Away

You aren't maintaining an email list for the sake of it; you are there to engage customers and close deals

It might be difficult to make the transition from an email list that gives a lot of free content to one that
promotes a product for money.

It's a good idea to plan out your pitching ahead of time if you want to execute it well. You don't want to
start pitching everyone all of a sudden.

If customers expect sales pitches every now and again, your campaign will be far more successful

If you want to get into the habit of selling frequently, attempt to put yourself in the shoes of the reader

Examine your messaging to see if it matches the expectations you've established. If at all feasible, figure
out what the consumer has previously expressed interest in and send them comparable offers in the
future.

Those that send blind offers are far more likely to be denied authorization to do so in the future.
Again, each company has unique requirements, and there are no hard and fast rules about how
frequently you can pitch or supply material.

Just keep in mind that an email list is a valuable asset, and it's preferable to err on the side of caution
rather than take chances.

How to Write a Great Email Newsletter

Let's take a look at the differences between a good and a terrible newsletter.

The fact that you don't recall ever asking to get a newsletter is the first indicator that you've gotten a
terrible one

This usually occurs when a company fails to maintain a regular email practice or manually adds someone
to their mailing list after getting a business card or personal email.

Make sure that everyone remembers you—the easiest way to achieve this is to not allow your emails go
unanswered for an extended period of time. Send an email at least once a month, preferably once a
week.

The most captivating newsletters, in my opinion, are those that successfully combine messaging with
updates

While the email may include a list of product updates and photographs, it is offset with a personal
remark or kind memo.

Instead of pitching your reader/customer, use your newsletter to strengthen your relationship with
them.

Save the pitch for one-of-a-kind announcements, deals, and updates.

Use Email Automation Carefully

It's tempting to believe that if you're just starting out with an email list, you'll have time to personally
answer to each new member.

It becomes very hard to keep up once you have more than a few hundred subscribers

You'll start to get more and more intricate campaigns, and it'll be hard to keep up with everyone all of
the time.

Email Marketing Step 3. Analytics and Segmentation

Let's talk about how to take things to the next level now that you know the essentials of a great email
campaign.

Using segmentation and analytics to fine-tune your broadcasts and get even greater outcomes than a
standard campaign.

How To Understand Email Analytics

To begin, your open rate refers to the number of people who have opened your emails. It's based on a
single, undetectable tracking pixel that appears when someone clicks on your message.

When it comes to open rates, they typically indicate how successfully you've established a relationship
with your readers. People should be eager to receive your emails and open them as fast as possible

If your open rate is poor, you most likely have a large number of unengaged subscribers. You need to
put in more effort to provide value and manage expectations. Here are some suggestions for increasing
your open rate.

Next, your click-through rate, or CTR, indicates how many individuals opened your email and clicked on
a link (if any).

If your CTR is poor, it suggests that your message is either not targeted enough or is just not reaching
the intended audience. In this situation, concentrate on honing your copy.
Finally, your unsubscribe rate indicates the number of people who have hit the "unsubscribe" button at
the bottom of your email.

If your unsubscribe rate is disproportionately high in comparison to your opt-in rate, you've moved past
the stage of creating value and producing strong copy... you've got some significant work ahead of you.

In essence, you've constructed a sieve, and anybody who signs up will ultimately depart. If this describes
you, attempt to figure out when individuals leave and take action based on that information

Rework a specific automated email if they're departing after receiving it. If people leave after receiving
marketing communications, rethink how you promote offers

If they're exiting your email funnel early, you need to make sure your initial call to action is in sync with
what you're delivering

Email analytics are important because, if you pay attention, they might provide extremely detailed
details about what you're doing incorrectly.

Of course, "paying attention" is the key here.

How To Segment Your Email Marketing List

If you're not familiar with the word, email segmentation refers to the process of segmenting your email
list into more specific groups.

Here are some examples of how to separate a larger list:

 client list (as opposed to leads who haven't made a purchase)

 Subscribers to the newsletter
 list of emails sent per day (in comparison to weekly, bi-weekly, monthly, etc)
 age, locality, and work title are all examples of demographics.
 marketing or sales issues, for example.

Dividing your list, like targeting in paid advertisements, allows you to send more tailored messaging

Some clients, for example, desire product and sales updates, while others merely want to know about
new releases. Sales team leads may be interested in learning about a new sales function, but not in
learning about a new marketing tool.

You may also send individual emails to purchasers thanking them for their purchases, such as this one
from Chrome Industries thanking customers for their purchases.

You may send a broadcast solely to people who didn't open your last message (ask them why), or only to
those who showed interest, using segmentation (a second pitch).

To A/B test headlines, content, or best practices, you may split test communications across multiple
groups.

As you can see, segmentation isn't rocket science, but it is time-consuming, which is why so few people
do it well.

Email Marketing FAQs

What are the benefits of email marketing?

Email marketing may help businesses reach a larger audience, increase sales, recover abandoned carts,
and deepen relationships with their customers.

How do I build my email list?

You can provide a free email course, a downloadable asset, or a giveaway.

What email marketing regulations are there?

You must preserve users' privacy and avoid sending emails to bought lists under CAN-SPAM and GDPR.
What is email automation?

When a subscriber adds an item to their basket or downloads an asset, email automation allows you to
construct complicated email campaigns that send emails based on actions.

How do I segment my email list?

Split subscribers based on demographics, interests, or customers against non-customers using your
email tool. Then, for each part, deliver personalized messages.

Email Marketing Conclusion

It's time to rethink your email marketing approach if you've been ignoring it.

For marketers who are ready to learn how to do it correctly, email marketing has a significant payoff. It
doesn't have to be very difficult.

To begin, keep in mind that you're a visitor in your subscribers' inboxes. Your subscribers are only one
click away from losing interest in your emails. Be kind, respectful, and helpful

You'll need to get permission as you get started. It is, without a doubt, the proper thing to do. It's also a
legal need in the era of increased data regulations, such as the EU's GDPR.

It'll be important for you to keep your promises. Provide individuals with what they've requested, and
follow up with emails on a frequent basis to ensure that you're meeting their expectations.

There isn't a magic recipe for increasing email automation. It all comes down to what suits you and your
company's voice and style the best.

After you've mastered the fundamentals, you may move on to email segmentation and analytics. To
provide more valuable emails, start sending different sorts of emails to different groups of individuals.