Email marketing falls somewhere between the broad, impersonal reach of a billboard and the highly personal feel of a handwritten note regarding reaching customers. Email marketing has grown into a thriving industry that sends millions of emails every day since the first marketing email was sent in 1978, resulting in $13 million in sales.
What exactly is email marketing?
Email marketing is a type of digital marketing in which marketing messages are sent via email to a specific list of customers or subscribers. Effective email marketing can turn prospects into customers and one-time buyers into repeat buyers. According to Campaign Monitor, email marketing is one of the most effective forms of digital marketing, with a high return on investment (ROI) of $38 for every $1 spent.
What precisely is an email marketing campaign?
An email marketing campaign is a coordinated set of individual emails sent over a specific time with a particular purpose, known as a call to action (CTA). Downloading a white paper, signing up for a webinar, or purchasing are all standard email marketing CTAs.
A well-written and attention-grabbing subject line-focused content and a specific CTA that helps you achieve your campaign’s goal should be the primary goals of an email marketing campaign.
Pricing for email marketing
Pricing for email marketing services varies depending on the provider, the features offered, and the specific needs of your business. The size of your subscriber base influences the cost of an email marketing service, the number of messages you expect to send each month, and the analytics features you require. For example, suppose you had 500 contacts and wanted to send unlimited emails per month while using features like a template suite, marketing automation, and analytics. In that case, you could expect to pay around $30 per month.
Advantages of Email Marketing
Here are some of the essential advantages of using email marketing:
Developing customer relationships. Because email marketing is highly customizable, it is simple to establish personal connections with customers. You can target each campaign to appeal directly to specific groups of customers by using data on customer behavior, likes and dislikes, and demographics, which often results in higher customer engagement.
You are increasing brand awareness. Regular emails keep your company at the top of customers’ minds because you’ll be at the top of their inboxes every time they log in. You can also easily acquire new customers by sending follow-up campaigns following a new customer’s visit to your website or purchase.
Leads in Email Marketing
You were putting your content out there. Because there are many media options and ways to display content, email is an excellent avenue for sharing news, updates, and new content about your company. Include business-related information, exclusive coupons or deals, or links to videos or blog posts.
Creating leads You can entice customers to consent to receive regular email updates in exchange for something valuable, such as a discount code or voucher, which gains you new subscribers for your subscriber list using email.
You were selling your products. Include your products in your emails as an easy way to market them. Regularly sending out emails with product information is an excellent way to remind customers of what you have to offer.
You are spending less money. Compared to other digital marketing options, such as social media marketing, email is relatively inexpensive, especially if you shop for a plan that fits your company’s budget.
They are reaching a large number of people. Nearly everyone on the planet with an online presence has an email address, which means you have billions of opportunities to get your company in front of people. “The average American checks email 15 times per day,” according to Leanna DeBellevue, owner and CEO of DeBellevue Global. “As long as you can create a headline that piques their interest, the likelihood of directly reaching someone is high.”
The disadvantages of email marketing
However, before you launch a campaign or look for a provider, you should be aware of the following email marketing drawbacks:
Due to the popularity of email marketing, many customers suffer from “email fatigue,” causing them to mark many marketing emails as spam.
You are having difficulty reaching the intended audience. Targeting your campaigns is one way to avoid the spam box. If your message resonates with the recipient, they are much more likely to open it and read what you have to say. That is why it is critical to organize your contacts into groups and lists: If you send a message to everyone on your list, half of them will most likely be ignored, so your efforts will be in vain.
“Context is everything!” “Don’t send an email to just anyone,” Kevin McKenzie, co-owner of Built-Right Digital, advised. “Write it for the intended recipient. Address them by name, and discuss topics that will pique their interest and help them do their jobs better.”
You are limiting creative possibilities. Although email is highly customizable, there are many conventions, compliance rules, and template limits that you should follow to ensure a successful campaign.
Compliance with email marketing
Several laws govern and guide the use of email marketing. The CAN-SPAM Act, which dictates several conditions that email marketers must follow to avoid receiving a hefty fine, is the primary law businesses in the United States need to be concerned about. The laws are primarily aimed at spammers and are intended to prevent the unauthorized use of people’s email addresses. So, if you’re a legitimate company that uses an email marketing tool to send out campaigns, you’re probably already in compliance.
How to Comply with E-Mail Marketing Legislation
Here are six easy steps you can take to ensure you comply with email marketing laws:
1. Confirm that you have permission to email people on your list
The main goal of the CAN-SPAM Act is to prevent spammers from contacting people without their permission, so staying in compliance is the most important thing you can do.
You have implicit permission when you have an existing business relationship with someone, such as a customer, a donor, or an active website member.
If you don’t have implicit permission, you’ll need express permission when someone actively permits you to send emails to them by entering their email address into a form.
2. Provide header information upfront
Anything extra sent with your email campaign, such as the “from” name, subject line, and reply-to address is considered header information. According to email marketing laws, you must not include inaccurate or misleading information in these fields to trick people into opening your emails.
3. Be clear about the reason for your emails
To avoid misleading customers, the CAN-SPAM Act requires you to disclose your marketing emails as advertisements, though there is a lot of leeway in how you do this. You don’t have to say, “This email is an advertisement” every time; make it clear that the email is a promotional message from a business, not a personal email from a friend.
4. Include an accurate mailing address
In all your emails, include a valid postal address for your company. This can be a current street address, a P.O. box, or a registered commercial mail-receiving company address.
5. Make it simple to opt-out
Each of your marketing emails should include a clear and visible option to unsubscribe from future emails from you.
6. Respond to opt-out requests as soon as possible
The CAN-SPAM Act requires you to honor all opt-out requests within ten business days, and you cannot charge a fee for opting out, require the recipient to provide any identifying information other than their email address or require multiple steps to opt out other than replying to an email or visiting a website.
Guidelines for Developing an Effective Email Marketing Strategy
Before you start creating your email marketing campaign, you should have a detailed strategy to help guide you through the process and give you a clear goal. Follow these guidelines to create a successful email marketing strategy:
Define your target audience
An email must be relevant to the recipient to be effective. A 20-year-old fashion student, for example, is unlikely to be interested in an email about construction equipment, so start with a customer profile to figure out who your audience is and what they want to see from you.
Set your objectives
Each of your campaigns should have a specific goal in mind. Sending campaigns just for the sake of sending them can come across as annoying and unnecessary to customers. Do you want to gain new customers, explain a new product or service, or raise brand awareness, for example?
Make it as simple as possible for people to sign up
Building an email list of genuine, interested customers is one of the most challenging aspects of email marketing, so you’ll want to make that process as simple as possible. Include a pop-up box when people enter your website, sign-up links in your social media posts, and make sign-up forms easily accessible.
“If you don’t ask or make it easy, you’ll never get any email subscribers,” said Colin Little, owner of Social Launch. “Hire a local digital marketing expert to set up email capture for you if you’re not technically savvy.”
Choose a campaign type early on
There are various types of campaigns, each with its purpose. Consider your goal and audience research when deciding whether to send a newsletter, announcement, or blog post update.
Plan out your emails
One of the most effective ways to build a loyal following is to maintain a consistent email schedule so that customers know what to expect and when to expect it. Most email marketing services include built-in scheduling tools to help with this step.
How to Construct an Email Marketing Campaign
Creating an email marketing campaign is simple, especially if you have a goal in mind and have decided on the best provider for you. To make your email marketing campaign, follow these steps:
1. Establish a goal
The first step in starting an email campaign is deciding what you want the campaign to accomplish for your company. A clear goal will help you navigate the process and make crucial decisions. Here are some examples of common campaign objectives:
- Increasing website traffic
- Increasing online or offline sales
- Product or service promotion
- Greetings to new members
- Sending out news and soliciting donations
2. Select a service for email marketing
To select a service, consider your company’s needs and goals and find the service that best meets those needs.
3. Create an email list
Creating your email list will most likely be the most time-consuming aspect of the process, but it is essential. Your email list is the most critical component of your email marketing campaign because it defines your target audience. While it may be tempting to buy email lists, growing your list organically is the best way to ensure you’re reaching people who want to receive your emails and will engage with your content. Here are some places to get email addresses for your mailing list:
Email lists that already exist
- Email addresses
- Software for customer relationship management
- Contact management software
- E-commerce platforms
- Social media or your website requests for new emails
4. Divide your email list into segments
It is critical to segment your email list once you have it. This enables you to send your audience targeted emails based on their interests or demographic information. The more relevant an email is to someone, the more likely it is that they will open it and interact with it. Here are some examples of audience segmentation:
- Geography
- Demographics
- Previous purchases
- Buyer behavior Interests expressed
- Email participation
5. Design a campaign and your email
Creating an email campaign is simple if you use an email marketing platform, though the exact steps will vary depending on the provider. Most services provide templates and guidance on where to place elements like headers and CTAs.
6. Make tracking and analytics available
The best way to understand your email campaigns is to participate in their analytics actively, which can tell you where you need to improve, how many customers engage with your emails, and other important information. Hundreds of ways to tailor your analytics to provide you with the exact numbers you require. Here are some key metrics to keep an eye on:
One-of-a-kind open rate. This is the total number of people who have opened your emails.
The click-through rate counts the number of recipients who click one or more links in your email.
The bounce rate. The bounce rate is the frequency with which email servers reject your emails. A high bounce rate indicates that your email list contains many inactive addresses.
Rate of unsubscribing This is how many people have asked to be removed from receiving your emails. An unsubscribe rate of more than 1% indicates that you should rethink your content and make it more relevant to your audience.
Choosing an Email Marketing Service
With so many options, it can be challenging to determine which email marketing service is best for your company. Here are some pointers to consider when selecting an email marketing platform:
Consider your company’s requirements
Begin by conducting an audit of your company. What do you require from an email service provider? Do you require a comprehensive, end-to-end service? Or do you need assistance segmenting your contact list? Knowing your requirements can help you narrow down your choices.
Set a goal for yourself
Set a goal for each campaign or an overall plan for your email marketing efforts. Then, consider this goal in conjunction with your company’s needs to determine which platforms can meet those needs and assist you in reaching your objectives.
Determine which features you require
It can be helpful to prioritize the features you want in an email marketing platform: the necessary features you would like and the features you do not believe you need.
Understand your sending numbers and list volume
Because most email marketing services offer monthly or annual plans based on the number of emails you send and the number of subscribers you have, you should have a good idea of these numbers to calculate your costs.
Determine whether you’ll require the ability to scale
If your company will expand shortly, choose a provider who can scale with you. Many platforms provide a variety of pricing plans that can change as your business grows.
