A definition of Email Marketing
Email Marketing is where you send a commercial or marketing message to a group of people using email.
You are sending advertisements and messages to request business by offering, for example, inducements, special offers, discounts, promotions to build a relationship with existing or potential customers to increase business.
You send your messages to your ’email subscribers’. These are people who have signed up to your email list and have given permission for you to send them an email.
Email Marketing should form part of your overall web marketing strategy.
Examples of Email Marketing
The following are some examples of email marketing but there are not really limits on the different types of marketing emails. Unusual marketing emails can often be more successful than traditional ones.
Think of the marketing emails that you receive and ask yourself why you respond to some and not others.
These marketing emails usually promote a special offer, an event or your latest product.
They have a clear call to action – frequently abbreviated to CTA.
A CTA is an action that you wish the person to take when reading your email e.g. buy your product.
An informational email could be a newsletter an announcement or a piece of information that you wish your customers to know (e.g. COVID information and how it affects interacting with your business)
What are the advantages and disadvantages of Email Marketing?
Email marketing is popular businesses for many reasons including:-
- It is cheaper (and faster) than many other forms of marketing
- Many existing suppliers can help co-ordinate and manage your mailing lists
- Insights from your email marketing allow businesses to understand their customer’s behaviour
- Email is still a very popular tool for communications with arguably most people checking their email every day.
- It is considered an older technology but is still a proven method to drive sales. Examples could be sending an email on a customers birthday with a special offer or sending ‘abandoned basket emails’ – these may offer a discount or as an inducement to get the customer to complete their order.
- Email Marketing is great for brand awareness. Emailing someone is one-to-one communication and is a great way to stay in people’s minds (but only if the information is useful)
- It is scalable. You are maybe starting out with a few subscribers but your lists can grow to thousands and more. Most email marketing programmes grow with you and costs can be low at the start.
- Build Customer Loyalty. A properly managed email marketing campaign can help you manage your customers through their buying journey from nurturing them as a lead, converting them as a customer, onboarding them into your business and retaining them as a repeat customer.
- Deliverability. Many emails sent are treated as spam and may not reach your intended recipient.
- Ensure that your email marketing campaigns are not violating anti-spam regulation. You can get blocked.
This is why email marketing is still important in 2021
Compared to other marketing strategies (SEO, PPC) it is cost-effective.
Many ESPs (Email Service Provider) offer free plans to get you started.
Who does not have an email account?
Most of your existing and potential customers will have an email account.
It’s your audience
Social Media can change and you audience may no longer be as ‘reachable’ as you had hoped.
An email list that you have built and managed, is always yours.
What do I need to start email marketing?
Essentially there are only two things that you need for email marketing – some software and an email list.
Email marketing software
The first question to ask is why do you need email marketing software – why not just send out emails from your email provider or mailbox?
Sending email through an ISP (your own mailbox) can put both the reputation of your brand and the email sender reputation at risk – basically, you could be blacklisted.
Using a dedicated, trustworthy email marketing software provider is the safest route.
There are a lot to choose from and many offer free starter packages to get you going.
Some examples of email marketing providers
If you have any questions about email marketing, which platform to use, how to integrate with your website or Social Media.
Please get in touch.