Email marketing involves sending targeted messages and promotional materials to new or potential customers via email. It is a powerful digital marketing platform that allows
marketers to communicate directly with their target audience. Build strong relationships with customers. Increase your sales opportunities and sell your products and services.
Email Marketing For Different Businesses Looks Like This:
- For ecommerce businesses, email marketing can help you sell products, recover abandoned carts, and increase lifetime value.
- To promote your website using Email marketing for small business owners can use to increase brand awareness and build relationships over time.
- For SaaS companies, email marketing is a great way to generate leads and convert prospects or free trial users into new customers.
- Bloggers and publishers use email marketing to drive traffic to their sites and links. This means more income.
- Enterprise customers can scale up their email marketing initiatives to reach thousands or millions of customers at once.
The above statistics do not lie. Email marketing can provide 4000% ROI and has many other great benefits:
- It is cheap enough for most companies.
- It doesn’t rely on an algorithm where you have to “cheat” to send a message to the right person at the right time.
- It can be customized to your liking.
Benefits of Email Marketing
Email marketing is a popular marketing tool because it is personalized, measurable, and actionable. With email marketing, marketers don’t have to rely on third parties to obtain data.
Here are the main reasons why email marketing is so effective:
- People check their email regularly, up to twenty times a day.
- You have your own email list and can send emails at any time.
- Even with bulk emails, emails can be personalized and segmented, making people feel like you’re talking to them as they just appear.
- Emails are easy to automate and scale.
- We have a very high ROI (return on investment) of around 4000%. You can calculate it and compare it to your email marketing ROI.
How Do I Get Started With Email Marketing?
Let’s look at the best ways to promote your website using Email marketing programs and campaigns.
1. Choose Email Marketing Software.
First, you need to choose an email marketing and marketing automation platform that suits you and meets the needs of your target audience. In most cases, email marketing services are avoided by marketers because most of them require HTML knowledge to create a user-friendly and good email marketing campaign. That doesn’t mean there aren’t intuitive platforms with easy-to-use email editors and fully customizable templates. Or that their fees will break your bank. There are options that are affordable and easy to use.
Let’s take a look at some of the most important features your ESP should have:
- Segmentation and personalization tools are important because customers expect valuable and personalized email content. For example, in December, a swimsuit offer cannot be sent to someone living in the Northern Hemisphere.
- Drag-and-drop features make it easy to create emails without any HTML knowledge, and fully customizable email templates save you a lot of time and effort.
- Automation tools or ready-made automation recipes and triggers can help you reach the right audience at the right time. Email campaigns launched are intuitive and seem like a natural extension of user activity.
- Lead generation tools like landing pages and order forms are a must. You have to find potential customers every step of the way, and you can’t just introduce them to your regular website pages and expect them to find a way to convert.
- Choose a platform that implements artificial intelligence and machine learning. This way, you’ll know when and how to create content that resonates with your audience.
These are some of the most important features and functionalities when it comes to creating an email marketing campaign that will appeal to your target audience and help you promote your website using Email marketing and achieve your business goals.
2. Make Your List
Let me start this section by saying that lead generation is not an optional step. Building and growing an email list will help you build meaningful connections and improve your website’s KPIs in the future. Start with a newsletter signup form or landing page on your website. You can promote your email subscription pages on your social media channels and encourage your existing audience to share them with their colleagues.
This increases your reach and attracts consumers who are likely to be interested in your product or service. If you sign up for an open email, your conversion rate may be higher because the person has already engaged with your content for at least a few seconds.
Most email providers recommend using options twice rather than once. When double-clicked, your users will receive an email in their inbox asking them to confirm their email address.
This helps weed out bots, fake email addresses, and unwanted emails from naive prospects who signed up for incentives or just a moment’s curiosity. This is the best way to ensure your list has high-quality prospects interested in your email content and website.
Another key to building an email list is having consistent, branded content on your website, social media, and email campaigns.
Lead generators and lead magnets are another important e-commerce puzzle piece. Choose an easy-to-use follow-up tool and make sure your lead magnet (an incentive to provide an email address) is full of actionable promotions and offers your reader won’t refuse.
Promotions can range from a free ebook or discount code to free shipping, a free subscription, a one-on-one meeting with an expert on your team, or a gift from a local small business.
Landing page templates should be concise, easy to understand, clear, and provide a solution to a real problem your audience may be facing. Once you have a landing page or login form, it’s time to test and retest, ideally using multiple versions of your homepage. Use heat maps to analyze the user experience and improve areas where people stagnate or lose interest.
The data collected now will be useful for future campaigns.
3. Segment And Personalize
Suppose you have created a list of interested parties who will make you the best offer. Now is the time to segment and customize your list for better results. Segmentation and personalization are key to delivering targeted content that your audience can’t resist. Check out how Buzzfeed does it:
The goal is to create logical audiences that bring together people with similar interests and demographics and then send them content tailored to their specific needs. You can customize your segments by analyzing data collected through first-generation tools and email marketing. Privatization is the second step in this process and can generate a lot of income for your company. Invest in email marketing that allows you to use the fields you want to maximize your personalization efforts.
Custom fields use dynamic data, one of the newest customization tools. Dynamic content means that the content of your email sequence changes depending on the preferences of the person viewing your email. Basically, this means you can customize it based on the stage of the funnel someone is in or even the page they saw on your website before signing up.
Of course, you should A/B test before sending any campaign to any segment. Data-driven content is much more likely to be spot-on and earn those conversions.
Email Marketing Tips For Small Businesses
Now that you’ve built a segmented list and understood personal conversion, let’s talk about how to write emails that get opened and the best types of marketing emails to send.
Engaging email subject lines and content
Your subject lines making a first impression. Be sure to create a subject that shows something useful to the user, but don’t try too hard or be cryptic.
Try these subject line tips:
- Highlight the benefit to the reader.
- Make it practical and relevant.
- Let them know exactly what they will see when they open the email.
- Stay on-brand
- Avoid revealing secrets.
You need to know what type of email marketing works best for you and your target audience and then use it appropriately. Let’s take a look at popular email marketing models used by SMBs.
The Welcome Email
This should be your first email campaign, which you’ll send to your audience to sign up and confirm their joining your list. As you can see, welcome emails are a powerful tool.
The Classic Newsletter
This email will grab your audience’s attention without asking too much. The goal of your newsletter should be to maintain and improve the first impression of your welcome email.
Make sure your newsletter content highlights your understanding of your audience and meets their needs, rather than promoting your goals. This is not a pitch email, and you are not here to sell. The purpose of email marketing is to entertain, inform, and attract.
The Re-Engagement Email
Users will inevitably stop interacting with your emails. That doesn’t mean they all got better service and you can’t get them back. Sometimes it’s just breaking up or forgetting why they were interested in you in the first place. This is a great time to share something interesting to remind them of the value they see in your business.
The Tutorial Email
If your primary goal is to promote your website using Email marketing, a tutorial email can be a welcome and worthy message. It also acts as a regular newsletter that informs all users about your product or service without trying to get them to buy anything directly.
The primary goal of this email is to create valuable, actionable information based on real-world scenarios. Tutorials are a great way to showcase your skills and provide information in a very friendly way. Tutorials are especially useful for SaaS marketing because they offer helpful tips on how to use what can often be complex new software.
Be Mindful of Your Sending Times
If you send your ads while your audience is busy with other things, you may not promote your website using email marketing effectively. Build up data from tests and use it to send emails when your audience is most engaged.
Obviously, the best time to send an email depends on your business and the demographics of your target audience. You need to figure out what works best for you. However, there are some common email records in the picture