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Email marketing: what it is and how to implement it

 Email marketing is one of the most common and effective types of digital marketing. It's great for attracting new customers and retaining them and promoting brand awareness. Useful and interesting marketing mailing will help to increase the profitability of your business. Let's take a closer look at this tool.

Why you need email marketing

This is one of the most effective ways for a business to communicate with a client. It is used to promote goods and services, increase confidence in the brand, and inform customers about profitable offers and promotions. Also, a well-built email marketing strategy helps to increase traffic to the company's website, reduce the purchase cycle and automate routine processes.

Let's talk about this in more detail:

1. Increase company awareness. Mailing lists are a good chance to remind users about your company. If they see your emails in their inbox often enough, then they are more likely to make the next thematic purchase from you. But it should be understood that only promotional campaigns will not be as effective as combined companies. Alternate advertising messages with informational and educational content.

2. Increase sales. The main purpose of email marketing and promotional mailings is to increase sales. If your company has already earned the trust of the user, then he will not have to think for a long time about making a purchase at a profitable offer from the letter. You can inform customers about upcoming and current sales, and profitable offers and give them personal discounts.

3. Increase customer confidence. This can also be done with email marketing. Clients appreciate the honesty, transparency, and straightforwardness of the business. Add product reviews and user reviews to emails so that your potential customers have undeniable evidence that people trust you. You can also specify in the letter a link to the electronic page of your site, containing a selection of real reviews. We also recommend adding a subsection of reviews to the product cards.

4. Increased traffic. Proper email marketing easily copes with this task. Each post contains links to the landing pages of the site. If you've created an interesting post and a relevant special offer, users will follow these links. Thus, the marketer can either increase traffic to the most popular pages or promote, for example, low-traffic pages.

5. Shorten the shopping cycle. If a business sells services or complex/expensive products, then its potential customers need a lot more time to make a purchase decision. Real email marketing helps to gradually solve this problem. You can prescribe a step-by-step guide, a useful checklist, or a video tutorial to help the subscriber see all the benefits of your product or service.

6. Automation of routine processes. To solve this problem, transactional and trigger types of mailings are suitable. They help to automatically send emails created according to the template in response to certain actions of users or the company itself. These include such letters: as confirmation of registration on the site, welcome series, messages about the abandoned cart, order confirmation, messages with the track of the parcel, reactivation letters, etc. They will help to reduce costs and automate routine processes.

Advantages of email marketing

In fact, it has many advantages. Let's note some of them:

Excellent ROI

On average, according to statistics, every dollar spent on it turns into more than 40 dollars of profit.

Universality

Email marketing is suitable for most types of businesses. From pizzerias and restaurant chains to car dealerships and large factories.

Efficiency

The introduction of email marketing will help ten times more effectively attract new customers than advertising on social networks Twitter and Facebook.

Compatibility with other communication channels

E-mail marketing is a system that integrates very simply with other communication channels. It does a great job of expanding its customer base by teaming up with the company's social media profiles, as well as push notifications and SMS messages.

Increase of SEO promotion indicators

Create useful and interesting content for potential customers, send it to subscribers from your base, get backlinks and increase traffic to your website.

By the way, before sending, do not forget to check whether there is an email to which you will send. This will help you maintain a good reputation with the sender and not get into the spam list of providers.

Implementation of e-mail marketing

The process of creating email marketing can be divided into four main stages:

1. Choosing an automated mailing service.
2. Collection of the customer base.
3. Creation of an email company.
4. Analysis of the company's efficiency.

Let's take a closer look at them.

Choosing an automated mailing service

What is email marketing? It's not just collecting a relevant subscriber base and sending out emails. A successful company involves the automation of most processes, as well as the introduction of testing and analysis systems. No free email provider offers such services. In addition, since mail servers are not designed to conduct marketing mailings, they have restrictions on the number of emails sent per day.

It is for these reasons that a real marketer needs to use professional tools. Services with a reliable reputation and well-established work will make sure that the client's letters fall into the Inbox. Some platforms offer paid monthly plans. But the epoch service, for comparison, offers a one-time purchase of the necessary software. Having bought the program once, you can use it for as long as you want.

Importantly! A good service will help you automate basic routine tasks and shift your attention to more important issues.

Collecting the customer base

The quality of your customer base directly affects the effectiveness of the email company. These are the basics of email marketing. You can achieve high efficiency only if you contact users who are interested in your products. The customer base can include a wide variety of information. From email addresses and subscriber names to country and city of residence, birthday, and subscription dates. You will be able to create personalized and interesting newsletters based on this information.

The basic rule for collecting a customer base is to get the client's permission. We do not recommend purchasing ready-made user lists, since these people did not give their agreement to your mailing lists. Such users are not interested in your products and services. They will harm your sender's reputation by sending your emails to your spam folder. How not to get into spam when sending?

To increase the effectiveness of the subscription form, offer people an interesting lead magnet. This is a special offer that people receive for agreeing to a marketing newsletter. Usually for such purposes they use: a visual checklist or an e-book, a guide, or a discount on the first purchase - that is, something interesting to your audience. A high-quality lead magnet will help to significantly improve lead generation.

Creating an email company

First of all, you need to make a content plan and register all the emails that you plan to send during the next month. This will help to make the company consistent, not bombard users with dozens of messages, track the effectiveness of email marketing emails and methodically improve the strategy.

The main steps when creating an e-mail marketing company:

. Make a plan. In the plan, specify the average frequency of sending letters. Even better is to allow subscribers to choose how often they want to receive emails and on what topics. You can ask this question directly in the subscription form. Next, decide on the type of messages that you will send throughout the next month. The client mustn't "drown" in advertising offers. You need to find the right balance between promotional and "non-selling" emails.

Importantly! If you haven't sent emails from this IP address before, you'll need to "warm it up." This may take 1-2 months.

. The sender's name and email address. There are three most effective types of sender name: the name of the company (for example, ePochta), the name of the company with the addition of the word "Team" and/or the name of the department (for example, the marketing team of ePochta) and the addition of the name of the person responsible for the newsletter (for example, Anna from ePochta). This approach helps to increase the recognition of the company.

. Subject matter. It should be as clear and concise as possible. The theme should clearly display the content of the current marketing newsletter. You can also use the subscriber's name to personalize the subject line. Limit the header size to 20 characters.

. Letter. Brevity is the best choice when composing a letter. Make it as easy to perceive as possible and follow the principle of an inverted pyramid. Place the most important information at the beginning of the message, and at the end a button with a call to action. Create a message on a pre-designed corporate template. Segment your customer base according to people's preferences, gender, age, and place of residence. Using this tactic, you will provide readers with the most useful and relevant content for them.

Analysis of the company's efficiency

The ePochta Studio program allows you to analyze the effectiveness of email marketing companies using its own ePochta Tracker service, as well as using Google Analytics and Yandex.Metrica services. You will be able to effectively analyze user behavior, compare the effectiveness of companies and track their performance in real-time.

Explore user interaction points. Some subscribers are more interested in marketing mailings (discounts, promotions, sales, and promo codes), others find messages with informative articles, checklists, and other applied information more interesting, and others like personal offers more. Allow potential customers to choose useful content on their own, and they will move into the category of permanent. Plan the frequency of mailings based on user responses.

Use A/B testing in your company. Send messages to two equal groups in terms of the number of users from the client base with different headers and at different times, analyze the rating of their opening. The information received will help to effectively regulate your newsletter.

Email marketing: what it is and how to implement it

Conclusion

Implementing email marketing is not as difficult a task as it may seem at first glance. It is enough to adhere to the basic rules, follow the path of self-development, analyze the results obtained and draw appropriate conclusions.

Try the free email marketing products from AtomPark Software and make sure they are effective and easy to use. Links to demo versions of the products can be found in the menu at the top of the site.