E-mail is used by most people around the world. This means of communication has become a must for businesses for the purpose of business correspondence. Ordinary users often need an email address to register on Internet resources, online stores, social networks, or use working tools. In the article, we analyze what email marketing is as an effective digital marketing channel. How popular is the tool among users? Should I include email marketing as one of the promotion options in my strategy?
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| Email marketing. What's this? Purposes and elements of the tool, features, and benefits |
What is email marketing?
Email marketing is a powerful digital marketing channel that uses email to promote the products or services of a business. This form of direct automated marketing helps the target audience learn about the latest products and offers. Email marketing is a form that can inform customers from the mailing list about new products, discounts, and other services. It also plays a key role in the marketing strategy of generating leads, building brand awareness, building relationships, or keeping customers engaged between purchases through various types of marketing emails.
E-mail can be used to promote the company's products and services, and to stimulate customer loyalty. It can also be a softer sell to remind customers of the brand's value or keep their attention between purchases. Email marketing is one of the most popular and effective advertising campaign tools.
Statistical data
According to Statista For 2021, more than 306 billion emails are sent and received daily.
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| Email marketing. What's this? Purposes and elements of the tool, features, and benefits |
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| Email marketing. What's this? Purposes and elements of the tool, features, and benefits |
Also according to the data marketers using segmented campaigns see a 760% increase in revenue
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| Email marketing. What's this? Purposes and elements of the tool, features, and benefits |
78% of marketers have seen an increase in email activity in the last 12 months claims Hubspot Research
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| Email marketing. What's this? Purposes and elements of the tool, features, and benefits |
78% of marketers in 2020 said email is important to a company's overall success, up from 71% in 2019 (Litmus)
Why do you need email marketing? Tool Objectives
Email marketing is the source of marketing communications. Only with the help of email, a brand can make an exclusive offer to each client from its audience. email marketing has a high ROI(return on investment), and attracts potential customers faster and more efficiently. At the same time, the tool can be easily integrated into the overall strategy and used together with other promotion channels.
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| Email marketing. What's this? Purposes and elements of the tool, features, and benefits |
Goals of email marketing:
- Increasing brand awareness;
- Increasing sales;
- Building trusting relationships with clients;
- Increase in traffic;
- Automation of routine tasks.
Despite the popularity of social media today, email marketing remains an important channel for communication. First of all, emails are more personalized and segmented according to the audience, which of course attracts and hooks the client. In addition, email marketing requires less financial outlay than other platforms.
Email structure
For your email not to go straight to spam at best, and at worst - immediately to the block, you need to clearly and correctly develop the structure of the letter with the basic elements of email marketing.
- Letter subject.
- Text, content.
- Images, graphics.
- Call to action - CTA (call to action).
- Distribution time.
- Device optimization.
- Personalization.
The email should be targeted at a specific user, conveying the main idea, and topic, as well as the brand's voice (Tone of voice). A picture or photo should attract attention, and correspond to the topic. Be sure to include a call to action. This is the button that will stand out against the background of the main text.
Since there is high growth in mobile content consumption, the format of the email message needs to be considered. The user must be comfortable reading it and seeing all the elements. Therefore, the content needs to be optimized for different smartphone models.
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| Email marketing. What's this? Purposes and elements of the tool, features, and benefits |
One of the main goals of email marketing is personalization. We recommend composing an email as if it were intended for a close friend, with the content of information that will be of interest to him.
The business determines the appropriate time for sending for itself, depending on the type of product, goods, and services. Research shows that mailing in the field of advertising, and marketing is best done in the middle of the working week - Tuesday, Wednesday, or Thursday, from 9 to 11. If you plan to send two letters, then you should choose Tuesday and Thursday.
Types of emails in email marketing
Emails can be informational, promotional, or serve a specific purpose in the buyer's journey. Let's take a closer look at each type.
1. Sales letters
Usually used in email marketing as notification of special offers, promotions, announcements with the release of new products or a limited collection, or an invitation to a private event. The promotional text contains a clear call to action. A CTA is a specific action that a customer needs to take. This could be visiting a page on a website or using a coupon to make a purchase.
2. Information letter
More often email contains news about a business or brand. This notification format provides an opportunity to share ideas, thoughts, and advice. It is important to provide valuable content that benefits the target audience. The newsletter provides an opportunity to maintain constant touch points with customers and potential buyers.
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| Email marketing. What's this? Purposes and elements of the tool, features, and benefits |
3. Re-engagement
Messages that reconnect with customers and subscribers who have not been active recently. There may be other options for re-engaging contacts, for example, a unique discount offer, birthday greetings, sending a purchase coupon, product/service newsletters, or contact re-verification. In the strategy, we create a mailing schedule, according to which the client will regularly receive brand reminders.
Elements of email marketing
Email marketing is simple and almost completely automated. For the user, the tool is intuitive and does not require complex actions. There are three main elements to launching an email marketing strategy:
- Database with email addresses
Of course, to run successful email campaigns, you need an active email list. This is a database with contacts of those users, and potential customers, who have expressed an interest in receiving marketing communications from you.
There are many ways to build a database of addresses. One of the easiest is to create a lead magnet (a tempting offer) in which the target audience is interested. For example, it could be a coupon in exchange for their email address.
- Service for the delivery of electronic services
Email marketing uses an email service provider or Electronic Stability Program (ESP ), which is software that helps you manage your email list. It also helps design and run automated email marketing campaigns.
The use of ESP allows you to automate actions in response to the behavior of the target audience. This provides an additional opportunity to personalize every interaction with them, which improves overall engagement and conversion rates.
- A clearly defined goal
Email marketing helps achieve many business goals. You should determine the most appropriate for your brand. Among the popular ones it is worth highlighting:
- Stimulate sales.
- Increase brand awareness.
- Generate and develop leads.
- Keep customers involved.
- Increase customer loyalty and lifetime value.
To implement an effective advertising campaign using email marketing, the email list, ESP, and goals must match. In this case, a set of words and actions will bring the desired result.
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| Email marketing. What's this? Purposes and elements of the tool, features, and benefits |
How Does Email Marketing Work?
First and foremost, you need to segment your email list according to demographics or subscriber activity. Next, create a letter or series of letters containing information, and a call to action (what you want to achieve in the end). The last stage of email marketing involves connecting an ESP to send emails and automatically monitor the campaign.
We do not recommend buying databases of email addresses, which may be considered illegal, and violate the rules of confidentiality and dissemination of information. In addition, it is worth making sure that your email also complies with legal regulations and requirements.
Email marketing is a direct channel of communication with customers, but the trust of subscribers should not be abused either. Excessive intrusiveness and overflowing the mailbox with unnecessary emails will lead to the fact that subscribers will lose interest or completely unsubscribe.
Benefits of email marketing
Email marketing is an essential part of growing and managing a business. The tool helps to achieve key goals:
- Increase conversions, increase sales
An email marketing ad campaign drives sales. Personalized coupons and special offers for any holiday, birthday, or welcome email is an additional way to re-engage your audience. Abandoned cart emails work well as a reminder to finish checkout.
- Brand recognition
E-mail allows you to contact me directly. In modern times, users do not scatter their email addresses. This is a space dedicated to your favorite brands and publications. The appearance of the inbox will help the brand stay relevant in the minds of subscribers.
A personalized marketing email is more effective than a social media post where you can't be sure that someone will actually see the message. Emails can be sent to a large number of recipients while remaining cost-effective (compared to other marketing channels).
- Customer loyalty
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| Email marketing. What's this? Purposes and elements of the tool, features, and benefits |
Email marketing increases customer loyalty at every stage of the buyer's journey: lead generation, conversion, onboarding, and customer retention. In addition, email marketing is a necessary tool that can be used in conjunction with sales CRM systems to optimize communication.
- Availability
The virtual mailbox is available to almost all age groups. This is the way to go for a wide range of viewers, even those who are not digitally savvy. Most people know how to check email, which makes it the most popular form of digital marketing.
- Financial savings
Email marketing does not require large financial outlays. Most tools offer price packages to suit every budget.
- A/B testing capability
You can run A/B tests on lines, topics, or calls to action to determine the most effective message. This is possible with the software, which can also be configured to send emails easily.
Summary
Email marketing has become a popular tool for businesses because, to some extent, it “forces” the user to take any action about him. Otherwise, the email will remain in your inbox until it is read, deleted, or archived.
Email marketing helps you build relationships with your target audience, maintain constant communication, and increase traffic to your blog, social media, or another place where you need to attract attention. Email can be converted, and filled with relevant information. A wide range of formats and elements allows you to create a personalized letter that will definitely not go unnoticed.
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