Email marketing, if done correctly, can generate a lot of income for your business. Digital marketing techniques are designed to drive traffic to your business platforms, such as a website or social media account. Here are the five most important things, according to befreela, that you need to know before adding email marketing to your advertising campaigns.
What is Email Marketing?
As the term suggests, email marketing involves promoting your business brand to a list of email users. It is a digital marketing medium where the company develops a targeted email list and sends them messages informing them about new products and discounts and the value of your brand.
How to get started with Email Marketing
The right email marketing software is critical to the success of the marketing campaign. The first and most important step is to choose an email service provider (ESP) who will help you develop an efficient email campaign. Common ESPs include ProtonMail, Outlook, HubSpot, Gmail, Zoho Mail, and Yahoo and most of them are free, but the premium features are unlocked at a fee.
The next stage is building your email marketing list. When starting email marketing, you can create an opt-in option on your company website. The site visitors will subscribe to receive email notifications, thus generating website traffic. Reaching the right target audience will lead to a higher conversion rate, the percentage of targeted email users who buy your products or services.
How to excel in Email Marketing
A good email list is a foundation for success in email marketing. Instead of buying email lists, you should carefully develop a target audience and build trust among your subscribers. Your emails should not be too promotional but provide informative content that shows the need for using your brand products. You can also use the medium to have a conversation with your subscribers. Engaging conversations will allow you to get feedback from your subscribers on the performance of your products. Such conversations will give your business a human touch as the customers can interact with the person behind the product.
Secondly, do not flood your subscribers’ inboxes with information. If a person has trusted you with their emails, the last thing they want is to get irrelevant emails about everything the company does. It is best to stick to important information such as new products and discounts while using engaging messages.
Lastly, you should make it easy for subscribers to get access to the product. After all, the main point of brand awareness and generating traffic is to increase your revenue. If the email message has a ‘buy now’ option, the link should direct the prospective customer to the e-commerce page.
The pros and cons of Email Marketing
Email marketing has numerous benefits that play a vital role in any digital marketing campaign. You can create personalized messages that create brand awareness and build customer loyalty. It enables you to keep customers engaged after purchases, thus getting feedback on your products or services. Email marketing can also reach larger audiences at affordable rates. There are no printing or advertising fees; thus, you can have a high number of subscribers. Email marketing features allow you to connect with site visitors in real-time by using automated triggers. Customers can receive email notifications after purchasing or where they had abandoned the process. You can then send personalized emails with good offers. Moreover, you can send any message or even attach files to promote your brand better.
However, there are some problems associated with email marketing. The biggest threat to your conversion rate is the spam filter. If your messages do not comply with privacy and data protection rules or target people who don’t want to see them, they will be flagged as spam. Your email design must also be compatible across various email services and devices. A simple design error can disrupt the whole marketing campaign. Moreover, wrong emails from subscribers will not be delivered. Emails containing too many attachments might also take a long time to download, hence frustrating the users who ignore them.
Is Email Marketing better than other Digital Marketing Techniques?
Email marketing can be a good addition to your digital marketing campaign. Compared to other marketing techniques, emails are more personalized, thus building customer loyalty. Given that most email service providers are free, you can save on costs by using digital marketing. Email marketing is also less intrusive since the marketing technique is permission-based; hence you can target customers more likely to purchase your goods and services. All in all, email marketing is most effective if it is used alongside other digital marketing strategies such as content marketing and social media writing.