When you desire to expand your brand or sell your essence, email marketing is one of the most familiar and powerful tools around.
In this article, we will review how email marketing can help your business, and what is the importance of email marketing.
so, let’s get started by knowing what it is and its role:
What is Email Marketing?
Email marketing is a procedure of direct marketing that utilizes email to promote your business’s products or services. It can assist to make your clients aware of your newest items or offers. It can also play a crucial role in informing peoples about your brand or keeping them occupied between purchases.
Why Email Marketing is Important in 2021?
“More than 34% of the people worldwide use email. That’s about 2.5 billion people. It’s predicted to increase to 2.8 billion email users in the next 2 years. Yup, email’s popular. The Radicati Group, who came up with that info, also reckon that the world sends about 196 billion emails daily. Out of these 196 billion emails the majority, 109 billion, is business email.”
The following are the Email Marketing importance you should not be ignoring:
1. Economic and Cost-Effective
Email marketing is simple, effective, and economical. Email marketing enables business owners to target a huge number of customers at a price of almost nothing per message.
For small-business owners on a budget, this makes it a more reliable alternative than conventional marketing ways like TV, radio, or direct mail. A combined study from Shop.org and Forrester Research discovered that 85% of US retailers choose email marketing as one of the most efficient consumer acquisition approaches.
Even with the explosion of all kinds of new technologies and social networks, marketers keep considering email marketing as a reliable tool.
2. Reachable for Mobile Customers
Mobile marketing cannot be overlooked when it tells the importance of email marketing.
The number of customers using mobile devices daily proceeds to rise. In fact, Statista predicts that the number of worldwide mobile phone users exceeded five billion in the year 2019.
In order to assure that your email messages are useful for mobile consumers, your business will require to produce email content with a responsive layout. Give subscribers the choice to view HTML emails or emails with visuals. Any pictures or videos that you do use within your content should be small in size so that they can immediately and effortlessly load and be seen on a mobile device. When it comes to written content, be certain that you keep your mobile email content concise and friendly, and also make sure that all email links can be clicked on and head to pages that are also mobile-friendly.
There is no guesswork in email marketing. When you use any email marketing software, you can trace who checked your email, which links were clicked, and how many people unsubscribed.
You can simply get a graph of how your email campaigns are working, do some modifications, and enhance your effectiveness. Email marketing metrics are essential to recognize as you watch and measure your internet marketing approach as a whole.
4. Personal and Customizable
In email marketing, what you are really doing is dividing your viewers into lists, and sending each list a tailored email message that resonates with your reader and can give them something of value.
According to DMA, segmented and targeted emails generate 58% of all revenue and According to Campaign Monitor, marketers that use segmented campaigns, have noted a 760% increase in revenue.
According to analysis from Campaign Monitor, emails with subject lines that include the recipient’s name are 26% more likely to be opened.
And according to eConsultancy that goes as far as affirming that 74% of marketers say targeted personalization increases customer engagement.
Email does not have to be SPAM and it should never be! It can be used to develop trust and reliability in your brand.
Email marketing is great for building connections with prospects, leads, current customers, and even former customers because it provides you an opportunity to talk directly to them, in their inbox, at a time that is suitable for them. Be courteous and attractive.
Email is transactional by characteristics and you can use it to generate direct traffic to your website and sequentially enhances sales.
As you grow your small business or startup marketing tactics as a whole, using email will enable you to witness outcomes straight away.
This suggests not just sending out newsletters, but also using email automation based on the triggers of your customers.
According to Experian analysis, Transactional emails have 8x more opens and clicks than any other type of email and can generate 6x more revenue.
Step by Step Guide for Running a Successful Email Campaign:
One of the big benefits of email marketing is that people still use email extensively, 90% of adults and 74% of teenagers still use email regularly.
This makes email marketing the ideal medium for developing customer relationships to encourage you to generate leads and sales.
So, the following are the step by step guide for running a successful email campaign:
1. Create a Targeted Email List
The most thriving email marketing campaigns begin with an email list full of adequate leads that are interested in what you have to give. The best way to create a targeted email list is to change your website visitors into subscribers.
2. Recognize Your Goals
All good marketing begins with building goals, and email marketing is no separate. To manage a thriving email marketing campaign, consider what you want to accomplish. Common goals for an email marketing campaign must be:
- Embracing new subscribers and informing them about your business and preferences so you begin to develop a relationship with them.
- Increasing engagement with your content and your business, whether that is supporting a webinar or attempting to make an introductory sale.
- Sustaining existing subscribers by giving something they will appreciate.
- Re-engaging subscribers who have not been particularly active.
- dividing your subscribers so you can send further targeted email marketing campaigns.
You can also arrange email marketing objects according to your conversion goals.
3. Understanding of Email Types
It is also necessary to know the various sorts of emails that you can send. People arrange these in diverse ways, but here are the three major email types.
- promotional emails: which inform about proposals and sales and they are self-promotional.
- relational emails: which provide subscribers what you have agreed, like a weekly newsletter, a gift, important information they can use, and so on.
- transactional emails: which includes,- Subscriber signup confirmations
– Welcome messages
– Order or purchase confirmations
– Acknowledgments of modifications to subscriber data
Transactional emails are usually triggered by subscribers’ movements and associate with an action they have taken on your site.
4. Know Your Audience
If you have been practicing email marketing for a while, you will possibly know who your audience is. If you are just getting started, you will have to make some intelligent guesses so you can target your content.
gather information from Google Analytics and your social media profiles, like Facebook Insights.
Both sources have information on demographics, place, and interests, plus a bunch of other metrics, that will provide you a snapshot of who your clients are and what they are interested in. That is a good opening point for creating successful email marketing campaigns.
5. Plan Great Opt-ins:
You require to get people on your email list to manage a successful campaign.
To do that, you will require to make engaging opt-in forms that get attention and inspire people to sign up. Do experimentation with different kinds of opt-in forms on different sections of your site, such as:
- Welcome gates: which arise when people visit your site. You can also use our page slide feature so people can go directly to the content when they are available.
- Lightbox popups: which can appear on any page and momentarily blank out all of the content to concentrate on the opt-in. These work very well.
- Exit-intent popups: which arise when people are nearly to leave the site. That is an excellent time to suggest your lead magnet.
6. Organize Emails and Follow-ups:
Once you acknowledge your objects, email classifications, and audience and you have drawn people’s attention onto your list with targeted options, it’s time to organize your email marketing campaign.
A great strategy is to write down:
- Type of email: as mentioned in step #2
- A rough notion of content
- The main step you desire subscribers to take such as sign up for an event, follow you on social media, buy a product.
Do not overburden your subscribers by emailing too regularly. That will send them directly to the spam button. Preferably, stick to the plan you have informed them about so they know what to presume.
Don’t be hesitant to ask for subscriber input on email scheduling via a poll or review. You can also give an “opt down” choice for those who love your emails but do not want to receive them frequently.
Once you have drafted your email plan, it is time to begin writing.
7. Craft Your Subject Line
A good opening point for any thriving email marketing campaign is the subject line, which performs a significant part in making people open and clicks your emails. Like the title on your blog post, an email subject line has to get attention so people want to go further.
Options for enhancing your subject lines include:
- Inform people what they will get when they open your emails; no need to be smart or humorous unless that is your brand’s personality.
- Add personalization, as adding people’s names in the subject line can keep them more involved.
- Avoid spam trigger words so your emails make it to the inbox.
Borrow one of these high-converting email subject lines and modify it for your use.
8. Write the Copy
Next, it is time to write your email marketing copy. You will need to build a tool right at the start that will make people desire to read on.
For best outcomes, keep email marketing copy concise, and avoid pitching your offer too early. You want people to get comfy first.
Address subscribers by name. Personalized emails are more result-oriented. Buffer also suggests personalizing your emails based on demand by sending emails that match various user expectations. This makes them more targeted and more likely to be thriving.
Other details to consider for your email copy include:
- A personal story.
- Something of benefit to your readers.
- A poll, survey, GIF or video
9. Focus on Email Marketing Design
Email design plays a crucial part in any successful email marketing campaign. If your emails seem inconvenient, that shows terribly on you and can make people quit reading. With more people than ever reading emails on mobile devices, it is necessary to use a responsive email template so your email resizes automatically whether people are reading it on a phone, tablet, or desktop.
10. Test and Track
That suggests testing everything: design and layout, email marketing copy, subject lines, and calls to action. Consider testing emails with various sections and testing with email send times, too.
You will also require to observe email analytics from your service provider relating to opens, clicks, unsubscribes, and forwards. This will allow you to find out what is working and what is not with email marketing.
Lastly, manage your email subscriber list by trying to re-engage inactive subscribers, and by eliminating them if your efforts fail. It is more useful for email marketing open and clicks rates to have fewer active subscribers than high numbers of inactive ones.
Why do you need Email Marketing as a Small Business Owner?
Here are 5 examples of how small businesses and organizations have helped from the best email service for their small business:
1. Build Reliability
People do business with those whom they know, like, and trust. Email provides you the capability to build reliability with your readers by giving valuable and informative content.
“For years, in large part to the newsletter I think, I’ve never had trouble attracting new clients and the right kinds of clients. People will read my newsletter and be able to tell if I’m the right person for the project before they even call me.” Tom Ahern, founder of Ahern Donor Communications
2. Grow Relationships
If you want to develop strong customer relations, it is necessary to have a powerful tool to interact with the people who value you the most to your business. Email provides you the ability to stay top-of-mind and keep people involved with your business during your active season and the slower times of the year.
“Being able to get our message out there is important to us. It gives the members a feeling of being included. They know what’s going on with the gym and know that they aren’t just a number on a list.” Nicole Sanders, founder of Ladimax Sports and Fitness
3. Develop Communication
If your business depends on having a good way to communicate with your members and clients, you necessitate having a conversation channel you can trust. For a real estate management company, Buccini/Pollin Group, email has given a good solution to keep tenants notified and up-to-date.
“We’ve had people say that they’ve really noticed that there’s more communication going on. It can be something small – maybe the garage doors aren’t going up or down – we try to send out an email right away letting our residents know that’s happening, and sometimes get an email right back saying thank you and that they appreciate it.” Julia Mason, residential marketing manager for ResideBPG
4. Increase in Sales
When you have an audience of people who opt into getting updates from your business, you will be able to think creatively about how you increase sales throughout the year. This has been particularly helpful for a business like Colorado-based Allegria Spa, which interacts with local residents and guests from around the country.
“It has definitely been the easiest way to reach people. If we have a slower day and know that we want to reach local people, we can create a quick email and will get at least a few calls right away. The response is immediate.” Christine Copertino, spa director for Allegria Spa
5. Look Professional:
Email templates are not just simple to use; they are also created to make sure you seem professional when you reach your audience member’s inbox. You can include your own content and customize each email template with your logo and colors to make sure it resembles your brand.
“We get really good feedback from the newsletters and the new templates have been working great for us, we’re getting a lot of opens.” Todd Starnes, president, Bicycle Adventures
Email Marketing Services:
The following are the best email marketing services,
1. Constant Contact
Constant Contact is one of the biggest and fastest-growing email marketing services in the world. It is also the easiest to use and beginner-friendly email marketing service.
You can effortlessly maintain your email lists, contacts, email templates, the marketing calendar, and more.
Regular Contact allows unmatched customer help with live chat, phone calls, email, community support, and a vast library of important resources.
Apart from online training, they also give in-person live seminars across the United States. This enables small business owners to promptly learn the basics of email marketing and start using it to develop their business like a pro.
SendinBlue is a comprehensive SMS and email marketing software for businesses. They are one of the fastest-growing email marketing programs in Europe.
It is very simple to use a program with great tools to build attractive and highly engaging emails. Their easy drag and drop email editor is ideal for beginners with no experience in email marketing.
SendinBlue covers beginner-friendly marketing automation tools that enable you to send transactional emails, build workflows for automatic follow-up emails, and segment users. It can also choose the best time to send bulk emails using their AI algorithms to guarantee the best email deliverability.
Drip is a dominant enterprise email marketing program for eCommerce, bloggers, and digital marketers. They give a huge variety of tools to make marketing automation, sales funnels, and personalization easy.
Their email software gives seamless combinations for all popular website builders including WordPress and WooCommerce. This enables you to quickly add pop-ups/sign up forms to your website and attract more leads.
ConvertKit is a strong email marketing program for professional bloggers, authors, and marketers. It is notably simple to use and amazingly powerful.
ConvertKit’s unusual feature is that it enables you to easily offer content upgrades and incentives with email signup forms. It also appears easy to manage auto-responders enabling you to send drip emails from their emailing service.
AWeber is one of the earliest and most famous email marketing service providers in the world. They give an extensive variety of tools for small and medium-sized businesses to handle their email marketing.
Getting started with AWeber is simple. It unites seamlessly to most platforms such as WordPress.
You get access to ready to use HTML email templates, list management, autoresponders, and email tracking with comprehensive insights.
Why is Email marketing still a cost-effective way to get clients in 2021?
If we made a comparison to traditional marketing efforts and email marketing, we will see email marketing is still cost-effective. You do not have to spend for print, postage, or ad space, or any of the commonly associated costs. The Direct Marketing Association figures out that email marketing makes $40 for every $1 spent.
This makes email marketing one of the most cost-effective marketing approaches, ahead of search, display, and social media marketing.
Many experts say it is the premeditated death of email marketing because of the extensive usage of social media and their consequent investment by companies.
But those who show belief in this statement that email marketing is no longer useful, ignore the fact that this strategy does not work because the content of the email does not match the interests of the recipients.
Although it is seldom challenging to get knowledge about the segments, according to Ascend, 51% of marketers state that the benefit of this tool is usually restricted by the absence of appropriate information about their contacts.
According to the Fourth Source website, 92% of internet users have at least one email account. That is, almost everyone has email unlike what appears with social media, not everyone has an account, which can be difficult and reduce the reach and coverage of the desired segment.
To decline the report that speaks of the death of email marketing this fact is enough by The Radicati Group, the number of email users will increase to 3 billion in 2021.
We hope our detailed research on email marketing has opened different ways of believing the importance of email marketing and how you can make it more effective for starting a small business.
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Co-Founder of artimization who is passionate about bringing colour, clarity and budget-ability to businesses' experience of IT.