Email marketing and you!
“Email has an ability many channels don’t: creating valuable, personal touches—at scale.” – David Newman. Emails see 50 to 100 times the click-through rate than Facebook and Twitter combined.
What is Email marketing?
E-mail marketing is essentially the process of sending optimized content through e-mail to targeted audiences to promote your business’s products or services. It’s not just about sending an email but also about creating a powerful communication channel through the use of direct and digital marketing. It plays a pivotal role in lead generation, increasing sales, improving brand awareness and loyalty, delivering important information like latest products or offers, building relationships and keeping customers engaged between purchases. In order to have an efficient and effective email marketing system promotional emails have to be developed, tested and automated. That’s where we come in to ensure that your tailored emails reach your target customer and drive a great return on investment.
Do I really need to use email marketing?
To begin with, email has a larger reach than Facebook and Twitter put together, with over 5 billion accounts. It is the currency of the web. You need an email address to create a profile on any of the social media platforms and for online accounts. Anyone who’s online has an active email address. When it comes to connecting to your existing and prospective customers, email is the channel with the widest reach.
Secondly, email delivers your message to the intended recipient 90% of the time whereas only 2% of Facebook fans will see your posts in their news feeds. Not only is it a better way to get your message to your desired audience, but it also targets subscribers who have told you they want to hear from you when they gave you permission and signed up for your email list. Emails are also responsible for driving higher conversions than social media in terms of leads, sales and memberships. You are also not at the mercy of social media algorithms that limit your effectiveness when you use email.
Most importantly with emails’ unmatched ability to drive conversions and hyper-target customers, it also has a higher ROI than any other marketing channel.
Email marketing stats
Emails with personalized subject lines generate 50% higher open rates and adding videos can increase click rates by 300%.
Sliders, collapsible menus and GIFs make emails look better and interactive emails optimized for mobile devices are the best.
A dentist we work with had recently expanded his practice and was looking to increase his patient volume. He had a skilled and multi-faceted team in place but had no online presence to advertise it. He had no website, consistent social media presence or digital marketing to speak about.
A website was built and optimized, and social media profiles were made. Accounts were made on all platforms where his current and potential clients would be found. These included Facebook, Instagram and Google+. Our marketing strategy also included email marketing as his current client base included patients of an older demographic who were internet savvy but not very interested in social media. Interesting infographics on frequently asked dental issues were sent out as newsletters to an email list of his previous and current clients.
The results of the digital marketing efforts were immediate much to his surprise. His previous patients called in, to schedule appointments and new clients turned up through referrals from his previous patients. It was as if they just needed to be reminded that their dentist cared. With the social media marketing strategies, he found out what services his patients were more interested in and was able to improve his customer service through his social media which was being monitored even when he was busy with patients. Patient numbers and revenue started increasing and we had one smiling dentist on our hands.
Skills you need to implement in your email marketing strategy
Personalization of your emails
It’s not just about using their names in emails, consumers are tired of receiving emails that are not catered to their needs. Use the data you have like location information, and purchase history to build campaigns that will pique their interest and provide solutions to their problems.
Compliance on data privacy
Data privacy is very crucial, make sure that your email marketing is compliant by asking for consent on your signup forms, update your privacy policies to include information on data collection, sharing and usage and keep records of this consent.
Design for those with disabilities
Use design strategies that will optimize your email for people with disabilities. Pay attention to the reading order, colours used and heading elements for the best results.
Develop mobile-optimized emails
Consumers are using their smartphones for every stage of the customer journey. Ensure that your emails are responsive and visually appealing to every size of handheld devices.
Creating interactive content
Use GIFs, videos, and other interactive content to keep your audience engaged, educated and entertained. Interactive content generates twice the conversions than passive emails.
What are the types of emails you may want to include in your email marketing strategy?
- New Content Announcement Email
- Product Update Email
- Digital Magazine or Newsletter
- Confirmation Email
- Form Submission Kickback (Thank-You) Email
- Welcome Email
- Lead Nurturing Email
A quick guide to Email Marketing
What is an email marketing software/platform ?
This is software that can be used for various aspects of email marketing from growing a list of email subscribers, to designing and building customized email templates. Segmented lists can also be created by the software to create hyper-targeted and relevant emails. Along with automation tools, email marketing software makes sending and monitoring email campaigns easier and tracking analytics. It’s a great resource for busy business owners.
What is an ideal email layout?
Your emails should be consistent with your brand and match the style of your website, ads and social media accounts. Using templates can be helpful. Make sure that your layout is mobile friendly as many of your emails will be opened on mobile devices. Prefer a vertical layout to a horizontal one and don’t choose more than three typefaces.
What is email optimization?
It is the process of improving your email campaigns to reach more of your recipients, to increase the conversion rate and build long-lasting brand-consumer relationships with your audience. Optimized emails help you get the most out of your investment. Optimal timings should also be considered, as they are the times your subscriber is most likely to open an email. A/B split testing is the best way to find out which type of content resonates best with your audience.
What is email etiquette and what is not?
Do not send spam, that is a cardinal rule. It is an ineffective marketing strategy that will not lead to an increase in sales and will destroy your brand reputation. It will also land you in the spam folder and decrease the chances of your subscribers seeing your mails. Make sure that your subject line is not deceptive and that you add your name and address at the end of all emails.
FAQs on Email Marketing.
Email Marketing is one of the oldest and most effective digital marketing strategies. How do you do it right?
It takes time to build an email list organically, should I buy one?
No, never! People from a bought list have not chosen to hear from you or your company. They are most likely not your target audience and will be upset that you spammed them.
I need to increase my customer volume. How can I grow my email subscriber list?
Your email list should consist of past, current and prospective customers that are interested in your product/service. Make the provisions throughout your website and blog for people to opt-in.
What type of content works best for email marketing?
Although you can choose from videos, images and templates for email marketing, the key is not to go overboard. Keep the message focussed and interesting with a clear introduction, message and call-to-action.
I want an optimum open rate. What is the ideal time and day to send emails?
If I want my email to be opened, what are the best kind of subject lines?
How do I know if my email campaign is successful? Which metrics should I track?
How do I prevent people from unsubscribing?
Keep it interesting and relevant and beneficial to the customer. Wouldn't you unsubscribe to boring content?do SEO yourself. But, do you know what your current website really lacks? We are the experts here. And we are worth your investment.
Which aspects of email marketing are most overlooked?
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