Email Marketing is the act of transmitting a commercial message, usually to an extended group of individuals, via email. In its most broad sense, email marketing refers to using email to transmit advertisements, seek out sales or donations, or deliver other messages that are more direct in nature.
Types of Email Marketing
A variety of ways can be used to transmit commercial messages via email. Some of these methods include mass emailing, which is the use of large lists of email addresses to forward commercial messages. Or, it can also be the use of email as a tool for the distribution of information, such as news and the latest products and services available at a given place of business.
It can also be used by companies for various forms of business promotion, such as introducing new products and services or announcing special promotions, and sometimes, it can even be used for “customer acquisition marketing”.
Email Marketing as a direct marketing tool
Email marketing has been around for quite some time now, and it has evolved as a direct marketing tool specifically designed to help businesses promote themselves to their target audiences. However, its effectiveness depends on how well you use it since a well-designed email marketing campaign can be highly effective when used correctly.
Effectiveness of Email Marketing
The effectiveness of an email marketing campaign can be measured by looking at its conversion rate: the percentage of visitors who purchased or signed up for the offered products after opening an email copy. Email marketing can be a very effective tool if the above-stated points are followed closely:
Make sure your subject line catches the eye of your recipients
Most of the email marketing software packages now come with a subject line builder, which allows you to create the right subject line according to the type of campaign you’re running. Most importantly, make sure your subject line is clear and professional-looking, with as few distractions as possible. Your subject line should stand out above all other content in the emails.
Email Marketing Should have Clear Strategy
It is important to have a clear strategy for segmenting your email list. By segmenting your email list into different groups based on the content of each group, you will be able to determine the right kind of promotions to send out based on the interests and behaviors of your target audience.
For example, if there are only a few people on your social media group that are interested in receiving more information about organic gardening, you might want to send informative gardening tips via email to this set of individuals. This strategy allows you to send out information that is relevant to the members of your social media list, with the chance of converting the audience into customers.
Use of Appropriate Keywords
Use appropriate keywords in your emails. You can find a multitude of tools to help you analyze the interest of your audience and find out what words they might likely type into the search engines to find what you are offering.
Keywords are an essential component of your marketing channels. Use these words throughout your emails and make sure to build trust with your recipients by incorporating at least one or two keywords into every email you send out. A good rule of thumb is to include at least one keyword in all of your emails and remember to use it at least two times in each email you send.
The Rule of Thumb
Don’t send out emails on the very first day you sign up! Some social media sites and email providers automatically ban email subscribers who sign up to their mailing lists the day after. If this is the case, be sure to change the name of your subscription form to something meaningful.
For example, you could change your subscription form to read “subscribe to my newsletter” or “learn about gardening tips.” This will make your subscribers eager to open your welcome email, especially if they had been looking for specific information about gardening.
Never share your email address or personal data with outside parties. It is very important that you protect the privacy of your subscribers. Therefore, never share their names or email address publicly on social media, PPC ads, or in any other venue.
In addition to that, never agree to give your subscribers information about your email address when signing up for freebies or newsletters. The idea here is to get them to opt-in to your mailing list so they can receive future messages from you, not pester them into giving this information out.
Email Marketing isn’t a waste of time!
As you can see, Email Marketing isn’t a waste of time! While it does have some limitations, it can bring great benefits to your company and increase the number of new customers you gain each day. Just remember that you need to be careful with the information you share and keep your first email addresses personal and only send out one per customer.
This way, you’ll be able to market to your core demographics and have an easier time keeping your subscribers excited about your new product. After all, the key to effective marketing is providing value first.