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With the advancement in technology, email marketing has become an influential tool for businesses to connect with their audience. But what exactly is email marketing, and why should you consider incorporating it into your marketing strategy? Let's explore the ins and outs of it.
Electronic mail marketing or email marketing is like sending letters but through the internet. Instead of using a mailbox, we just use electronic medium to send messages to people who have agreed to receive them.
These messages can be about anything - from promotions and special offers to newsletters and updates about a company or its products.
For example, you have a favorite store. You sign up for their newsletter, and now they can send you emails about their latest products, sales, or events. That's email marketing in action.
Email marketing campaigns are about making an email list first. It's a collection of email addresses from individuals who want to hear from you.
Businesses craft interesting marketing emails or any email ad campaign and send them to those on that list.
Inbound and Outbound- these are the two categories in which all email marketing campaigns fall. Among these two categories, some of the common types of email marketing are:
Promotional emails are like digital flyers showcasing products, services, or special offers. They often include enticing discounts, exclusive deals, or new product announcements.
Depending on your campaign schedule, promotional emails can be sent weekly, monthly, or during specific promotional events.
Sometimes, you may receive event invitations via email from your favorite brands. These emails are also part of promotional strategy.
Best for: E-commerce businesses, retail stores, and companies running seasonal promotions. For example, a clothing store might send out an email promoting a seasonal sale on its latest collection.
Newsletter emails are like digital newspapers. They contain valuable content, updates, or news related to your business or industry. These emails aim to inform and engage subscribers rather than sell products directly.
You can send newsletter emails on a regular basis, like weekly or monthly, to keep subscribers engaged and informed about your brand news.
Best for: They work well for content creators, bloggers, or businesses producing informative content regularly. For instance, a blogging website that publishes daily about space, can summarize their most read posts and send their gists in a newsletter to keep you up-to-date.
Transactional emails are like digital receipts or confirmations. These are sent automatically when someone takes an action (buying, signing up, or resetting a password on your website).
These emails provide essential information related to the transaction. They should be sent promptly after the action is taken to ensure timely communication.
Best for: E-commerce websites, subscription-based services, and online platforms requiring order confirmations or account notifications.
Welcome emails are part of Transactional emails. They're sent automatically to new subscribers or customers to welcome them onboard and introduce them to your brand.
These emails set the tone for future interactions and encourage further engagement.
Welcome emails should be sent immediately after someone signs up to capitalize on their interest.
Best for: Any business or organization looking to make a positive first impression and nurture new leads effectively.
Lead nurturing emails are like personal guides on a journey. These emails aim to build relationships with possible consumers and guide them through the buying process.
These emails provide valuable information, address common questions, and offer solutions to help prospects.
Lead nurturing emails should be sent at regular intervals to keep leads engaged and move them closer to making a purchase.
Best for: Businesses looking to cultivate relationships with leads and convert them into paying customers. For example, a software company might send a series of educational emails highlighting the benefits and features of its product. These emails are also great for products or services that are high-end such as real estate, car dealership etc. Since the products are valuable, prospects generally face higher friction in purchasing. These lead nurturing emails should help them make that buying decision.
Re-engagement emails are designed to win back inactive subscribers who haven't interacted with your emails yet or made a purchase in a while.
These emails usually are the ones including discounts or exclusive offers to encourage recipients to re-engage with your brand.
Acquiring a new customer is 5-10% costlier than selling to an existing customer. So re-engagement emails can be very helpful if you want to boost sales. However, these emails should be sent strategically to reignite interest and prevent subscribers from becoming uninterested or unsubscribing.
Best for: Businesses looking to re-engage inactive subscribers and boost overall email engagement rates.
These emails are sent to gather valuable insights and opinions from customers regarding their experiences with a product, service, event or brand.
These emails typically include surveys, polls, or requests for reviews and testimonials.
Best for: Businesses seeking to gather feedback, improve customer satisfaction, and make data-driven decisions can leverage feedback emails.
According to a Hubspot study, their average email open rate is above 38% around different industries.
Retailers boast a higher-than-average email open rate which is more than 29%.
The big aim for e-commerce marketers? Making more people aware of their brand. Most e-commerce brands (almost 57.2%) have between 1,000 to 10,000 contacts on their email list.
For 85.7% of e-commerce marketers, increasing brand awareness is the primary business objective of their email strategy.
Emails featuring promotions, discounts, and special offers are particularly effective for driving sales in the e-commerce industry.
Retailers boast a higher-than-average open rate of more than 29% (33.57% according to Constant Contact and 29.81% according to Mailchimp). Despite a lower click rate of around 1.5%, retail emails drive significant traffic and engagement among subscribers.
Electronic mail marketing has a very influential role in B2B lead generation efforts. By nurturing leads through targeted email campaigns, businesses can attract potential clients and drive sales.
About 44% of B2B marketers consider email the most effective marketing channel.
Email marketing fosters long-term relationships with B2B clients by providing regular updates, insights, and personalized communication.
Technology service providers see an open rate of 21.25%, indicating a decent level of interest and engagement among recipients. If you segregate open rate based on major industries, this is the lowest open rate.
However, the click rate of 3.22% in technology service emails is the highest according to the survey.
Emails from educational institutions have an impressive open rate higher than 35% (Mailchimp, Hubspot). With a click rate of about 2.5%, education-related emails drive significant engagement and interest among subscribers.
Real estate emails achieve a respectable open rate of 34.91%, indicating interest and engagement among recipients in property-related content.
Email marketing has numerous benefits that make it one of the best digital marketing tool. But is it suitable for your business? Should you invest time and effort in it? You might be contemplating the merits of diving into email marketing. If so, here's a very brief list of reasons why you should consider it. Read in details all the advantage of email marketing.
If one of this is important for your business, you should think about email marketing now.
Direct Communication: Email marketing enables direct and personal communication with your audience, allowing you to tailor messages to their preferences and needs.
Brand Visibility: Regularly appearing in your audience's inbox keeps your brand on top of their minds.
Data Insights: Email marketing platforms provide valuable analytics and insights into customer behavior, helping you refine your strategies for better campaign design and even product modification and innovations.
Lead Generation: With effective email campaigns, you can capture leads and nurture them through the sales funnel, ultimately increasing your chances of conversion.
Cost-Effectiveness: Email marketing is budget-friendly compared to any other traditional advertising channels. You might argue that social media is also cost effective as you can reach a wide audience. But consider ROI of both mediums and you have youur answer.
With its wide-reaching capabilities and measurable results, email marketing remains a powerful tool for businesses. To connect businesses with their audience and achieve their goals, marketing with emails has a very strong impact if done right. So, why not utilize email marketing and unlock its full potential for your business? Talk to us and let's utilize the power of emails.
Q1. Is email marketing in demand?
Yes, email marketing remains in high demand, and the reason is its effectiveness in reaching and engaging audiences.
Q2. What is Cold email marketing strategy?
It's a strategy of reaching out to individuals sending unrequested emails. The aim is to initiate a business relationship or generate leads.
Q3. Does cold email marketing work?
Cold email marketing certainly works if done correctly, with personalized and relevant messages tailored to the recipient's interests.
Q4. Does mass email marketing work?
Mass email marketing can work if targeted properly and with valuable content, but personalized and segmented approaches tend to yield better results.
