Every businessman dreams of multimillion-dollar sales and throngs of eager customers. Unfortunately, there is no universal formula for success. However, there are elements that can increase profits and brand awareness. One of these components is professional email marketing. This is a classic, the cornerstone, without which marketing will not be as effective. Why? What is email marketing, and what are the types of email marketing? We’ll answer them all right now!
- Why Use Email Marketing?
- Benefits of Email Marketing
- Types of Email Marketing
Why Use Email Marketing?
Email marketing is a powerful direct marketing channel that allows direct customer contact. Simply put, email marketing is the act of sending emails to potential customers with a specific subject or purpose. Despite the rise of social media and spam, email remains the main communication channel. In 2021, roughly 93% of Internet users have email, and 78% use it regularly for personal or business purposes. That is why email marketing is vital to your company’s success.
Benefits of Email Marketing
Email marketing is a powerful direct type of marketing channel that allows you to establish direct cintact with the customer. If we talk about it meaning in simple terms, then definition of email marketing is as follows: It means sending emails of certain subject or direction to provide the impact you need on your potential buyers.
- Converting your fans and followers into customers.
- Increasing customer awareness of your company or products.
- Increasing audience engagement and brand awareness.
- Notifying customers of new arrivals and sales.
- Boosting sales temporarily (during a promotion, for example).
- Encouraging repeat purchases.
Email marketing also has several undeniable and unique benefits, such as:
- Email converts well. Customers who regularly receive store newsletters spend 138% more than those who do not.
- Email marketing ROI is 4,000%!
- Email marketing is expensive. In today’s world, many low-cost and free email marketing tools exist.
- Email marketing is easy to customize and change to meet your business’s needs. Also, customers can unsubscribe from the newsletter on their own, self-regulating your customer base and eliminating inactive subscribers.
- High meaning of newsletters due to easy and quick collection of statistics about all user interactions.
With the course “Email Marketing 101”. This course, “The Role of Newsletters in Promotion” from the international educational platform Lectera, will teach you how to create newsletters from scratch. Get tips on how to create and design a newsletter that will attract regular customers. This course is ideal for newbies who want to maximize their marketing efforts to grow their business quickly and profitably.
Types of Email Marketing
There are various email marketing campaigns that you can start. Popular newsletters include:
1. Series of Welcome letter
Every new subscriber should be greeted and introduced to the company, its products, and services. This type of series usually includes 3 to 5 letters, gradually introducing the newcomer to your brand and getting to know each other.
2. Informative newsletter
A useful newsletter or digest keeps your audience informed before and after services. Keep your subscribers informed, educated, and entertained with your niche news. This newsletter will help you break up the monotony of your advertising campaign while also increasing trust.
3. Seasonal campaign
Send these emails only during specific times, like sales or holidays. Delightful designs (snowflakes, stars, Christmas trees) and relevant content (Christmas products or “How do you spend Christmas so you remember it forever?”) should be included in your newsletter on Christmas. The National Retail Federation claims that holiday sales account for up to 20% of total retail sales! So don’t ignore this newsletter.
4. Advertising campaign
Email marketing is classic marketing. For example, you have a new product in stock, which you immediately inform your customers about. In other words, don’t overdo it. Companies frequently send 10 consecutive promotional emails. Firstly, they must be alternated with other types of letters and sent no more than twice a week. Second, these emails should be interconnected and contain useful information for the subscriber. This will help your advertising campaign.
5. Post-purchase newsletter
If a customer has already purchased a product from you, don’t ignore them! They bought a gas burner, for example. After the purchase, send this customer the article “10 Best Ways to Use a Gas Burner” to increase brand engagement. Emotionally, it helps build trust and a long-term relationship with the customer so they return. It also helps cross-sell!
6. Series of “returning” emails
An email reminding the user that they added a product to their cart but never purchased it. In 67% of cases, such emails lead to a sale. Remember to include a lead magnet, such as “You have not completed your purchase. “A 10% discount for you!”
7. Series of CTA emails
You can use a series of emails to lead a subscriber to take specific action. You can ask them to join your Facebook group or buy a product you need to sell. One of the first emails in such a newsletter often identifies the subscriber’s issue and informs them that you have a solution. Then a lead magnet, like a free trial of this solution. The subscriber then receives an email with your offer and a CTA like “Buy it now and forget about the problem!”
8. Reactivation emails
Every year, 25-30% of users unsubscribe from company newsletters. If some of your subscribers haven’t opened your emails in three or four months, you can either delete them from the database or try to “revive” them with a special mailout. Use a lead magnet (like a discount) and useful information with a subject line like “We haven’t seen you in a while! “How are you?”
You can automate any newsletter so that customers receive the right letters at the right time. This makes email marketing one of the world’s most user-friendly methods.