While it is one of the most difficult marketing strategies, it is also one of the most effective.
What is email marketing?
Email marketing is the process of sending emails to your email subscribers.
These emails keep your subscribers engaged, and many of them are very likely to click your links or buy your products.
Because they would never have subscribed to your email list unless they are interested in what you offer.
To help you see the merits of email marketing, I have listed the benefits of email marketing.
By the end of this tutorial, you will finally see the value of email marketing, and why you need to start one.
Benefit #1: Easy Start-Up
It is fairly easy to start email marketing.
Unlike others, you don’t have to equip yourself with multiple skills nor hire other people to do the job for you.
As long as you have a fully optimized website, you can get started with gathering emails and sending marketing materials.
Here are some tips:
Since email marketing is permission-based, you cannot just send your promotional messages to random emails—they need to opt-in.
Therefore, to be able to send mails to your target consumers, you should give them an option to subscribe for updates, newsletters, alerts, and the likes.
There are many ways to do this, but the most popular one is by integrating pop-up invitations on your website.
Another way is by offering digital products like ebooks, audiobooks, or free trials of your service in exchange for their email.
Find a service provider
To gather emails, you need an autoresponder or an opt-in email form.
Most web builders have this already, but it is better if you subscribe to software built specifically for this purpose, like GetResponse, which is one of the best auto-responders tools out there.
Organize your subscriber list
The next thing that you have to do is list segmentation.
What this means is that you need to categorize them.
It is up to you how to do this. You can categorize them by country, but state, or by hoe they subscribed.
This way, you can send marketing emails only to people who fit the category.
You need to do this so you can send the right material to the right person.
Send your emails
Finally, you can now start sending emails.
At first, you may want to send emails for every time you published a new blog.
Over time, you can start sending an automated response, and also a series of email marketing messages.
As you can see, the process involved in this strategy is not as complex as others because there are only a few things required.
You don’t need a team or different devices to set it all up.
Benefit #2: Cost-Effective
Email marketing is used by a lot of people because it is affordable.
There are many service providers that allow you to register for the service for, albeit with limitations.
You can save money because you don’t have to spend on advertising spaces, printing presses, banner designs, and the likes.
This is very advantageous for businesses which are just starting out, and those that don’t have enough budget for marketing strategies.
Here are some of the most affordable email marketing services that you can choose from:
Sendinblue is an email marketing software that is beginner-friendly.
You can start with a free plan, which enables you to send a maximum of 300 emails per day.
This plan includes an Unlimited Contacts feature.
This is a steal because the benefits it offers is almost the same as the paid version.
Aside from this, there are three more paid plans that you can avail.
The first one is the Lite Plan which costs $25, the Essential Plan for $39, and the Premium Plan for $66, all of which comes with thousands of available emails monthly.
Cakemail, on the other hand, has the sole purpose of providing services for small businesses.
This fact, alone, makes it an ideal choice for beginners in marketing.
Unfortunately, there is no free trial offered in this software.
However, you still need to put this in your shortlist because Cakemail’s subscription starts $8 for 500 contacts.
There are six packages in total, including the $8 plan.
The rates vary according to how many contacts you have in your subscriber list.
- For 501 and above, it will cost you $12; $24 for a maximum of 2,500
- Contacts up until $5,000 costs $39
- A list of 10,000 totals to $59,
- $119 for an overall contact list of 25,000
Note that all of these rates are charged per month.
If you have a higher budget, you can consider services like MailChimp and GetResponse.
These are pricier, but it ensures a higher quality of service.
Benefit #3: Customizable System
Email marketing involves automatic mail sending, but this does not mean that you are stuck with automated messages.
You specifically have to create your own promotional messages on certain occasions.
Apart from the content, you can also organize your list according to who you want to send a particular message to.
This will be advantageous in the sense that you will be able to send the right messages to the right people at the right time.
That being stated, here are the characteristics that your message should contain:
- Engaging –the reason you’re sending an email to your target market is that you want them to do something. Either you want them to visit your website or buy a product.
This being said, you have to write email messages that will encourage your users to do the particular action that you want them to do.
- Informative but interesting – it is a real challenge to provide detailed content without getting dull. Use clickbait but only to a certain degree. Catch a user’s attention and make him want more information.
- Relevance – relevancy is the most significant thing that will affect a user’s interest. You cannot just send an email about animals, for example, if you are targeting consumers who like clothing items.
If your content is not related to what the receiver subscribed to, they will think that your mail is spam email.
This can then lead to them unsubscribing, and you will have fewer contacts over time.
Your message is crucial. You may use advanced software, but if the message is unclear or spammy, it will not help you achieve your business goals.
Benefit #4: Accessible Platform
One of the main goals of email marketing is to generate traffic, leads, and sales.
Taking this into consideration, it is evident that the top priority would be reaching the widest coverage of consumers.
The more people you reach, the higher chances you have for landing sales.
According to Statista study, there are 3.9 billion email users daily.
Other statistical analytics that supports this benefit of email marketing are shown below:
- In 2019, there are 5.6 billion active email users
- Email is one of the top organic channels in marketing strategies. – Content Marketing Institute 2020
- 59% of consumers admit that promotional emails affect their purchasing decisions.
- 80% of business experts believe that email marketing helps maintain traffic in their websites
Email applications are the most used platforms in the business field; this is most true when it comes to e-commerce.
Benefit #5: Increases Customer Engagement
Customer engagement refers to how you and your customer interact with each other.
This is important as it tells you how good your relationship is between you and the customer.
Here are some of the things on how to do email marketing effectively.
- Make it personal – build a message that will make the readers feel like they are having a personal conversation with you. Make it professional but don’t forget to sound friendly so they will feel comfortable in reading your messages frequently.
You can also use the concept of storytelling to provide individuality in catching their interest. Emojis are also one way of personalizing your email messages.
- Organize your sending list in accordance data – this specific process is called list segmentation. Different people have different tastes.
The most common differentiation between categories is gender.
In this case, you have to write your content in two ways; one for female subscribers, and one for males.
This way, the people who will receive the email can relate to its contents and prevent them from wanting to unsubscribe from the service.
But why, exactly, is customer engagement important?
Studies show that the more you interact with your market, it is also more likely for them to visit your website, buy your products, and even promote it to the people they know.
This is because you have established a sense of trust.
As a by-product, this can also increase your brand’s recognition.
Your connections with people can grow into webs of relationships.
Benefit #6: Sales Booster
Email marketing is also helpful in increasing the store’s sales revenue.
This can be used as a tool to convince customers to make a purchase.
Here are some tips about how you can do this:
Create messages specialized for the sole purpose of cart reminders.
This means sending email alerts whenever they have products added to their cart that they haven’t checked out yet.
You can also show images of products similar to their recent searches.
Provide brief descriptions and insert the product links for their reference.
Choose the most interesting products. Base it on how much it sells or how popular it is among users.
Occasionally providing coupons, discounts, vouchers, and the likes is not a bad thing for a business.
Once these are offered, you can notify your subscribers and give an exclusive voucher for their use.
This is one of the causes of impulsive buying and personally letting your customers know about these kinds of updates can heighten the possibility of them buying.
When done right, you can effectively encourage your market to purchase from your store.
Benefit #7: Measurable Statistics
The last in our list of benefits of email marketing is the ability of a tool to measure and monitor its own effectiveness.
You can view in-depth details about what your customers do with your emails and incorporate them into the process of website optimization.
Here are some of the information that you can have access to:
- Open Rate – an email’s open rate refers to the percentage of receivers who open your message. Basically, this will show you how many of your subscribers view your email.
- Click-Through-Rate – also called CTR, this number tells you how many people clicked on your email against those who received it.
- Conversion Rate –the most important thing to know in your email marketing strategy is whether your strategy is helping you convert. Conversion is a measurement of not just sales, but also whether the people did the action you are looking for, such as clicks or website visits.
Summary: benefits of email marketing
Email marketing is a fundamental part of any business.
You must have one if you want your blog or store to succeed.
What you need to get started is to create an offer or a lead magnet.
The next step is to choose an autoresponder service, and then register.
Once you have both of these, you can now install the email marketing software in your website, and then send automated emails to your subscribers.