Email is a reliable communication channel that businesses use to reach their clients. It is the most consistently used medium over social media platforms.
Email marketing, therefore, is the most direct and effective way to connect with your leads, guide them and turn them into customers.
A business who doesn’t have a solid email marketing strategy is missing out on opportunities to close deals and the chance to strengthen ties with prospective buyers.
Email marketing – explained
Email marketing refers to the act of sending a commercial message to people who have signed up on your email list and given express permission to receive email communications from your team.
What makes email marketing effective is that an average person checks their email on a daily basis, making it easily possible for them to see your message about your product or service.
Additionally, your account could be suspended and deleted at any time on any social media platform, causing the loss of all your posts and followers. In email, you own your list and nothing can take the leads that you have collected over time.
You can also see a big return of investment on email marketing. Customers who buy products marketed through email spend more than those who do not receive email offers.
Email is the simplest and best way to make sales online. Email marketing informs, drives sales and builds a community around your brand.
Types of marketing emails
There are many types of emails.The usual types that businesses utilize are promotional or informational emails.
They are used depending on what fulfills the specific purpose of the company.
Promotional emails
These emails are sent to advertise a special offer, product release, an ebook or a webinar. A whole promotional email campaign could consist of three or more emails sent over several days or weeks.
Promotional emails include a clear call to action that represents a specific response that you want your subscriber to do. For example, you want them to visit your webpage or make a purchase.
Your team can use this type of email when you want your leads to pay attention to a product or service that you are offering.
Informational emails
There are two types of informational emails: newsletters and email announcements.
Newsletters can contain articles related to your business or write-ups about your product or service. It can also contain anything about a topic that piques the interests of your subscribers.
This informational email helps maintain a consistent connection with the people on your email list. It is sent according to a set schedule of either weekly, bi-weekly and monthly.
Email announcements, on the other hand, are sent to your subscribers to let them know of any changes to your company’s services.
How to do email marketing
Starting an email marketing strategy is really easy and uncomplicated. If you are just starting an email marketing campaign, we have listed the two main things you need to do first.
After completing these steps, you can start perfecting the content of your messages so you can reach and connect your audience easily.
Start with a list
You can’t send out email marketing campaigns if you do not have recipients. It will also not work if you don’t have the right people to send emails to.
Create an email list from leads that fall in line with your target audience. Display your campaigns to the right people at just the right time in their customer journey.
From there on, you can drastically grow your list with quality leads and see huge increases in your company’s profits.
Make sure that everyone in your email list has given their permission to be added there. This can be done when they voluntarily entered their email addresses into a signup form in your web page or social media platforms.
Nobody likes a spammer so permission from email users is essential to follow data protection laws and ensure the integrity of your brand.
Add an email service provider
An email service provider, or ESP, lets you categorize your leads, arrange your list, and deliver email campaigns to your prospective clients. A good ESP should seamlessly blend with your existing marketing tools.
Do not get confused with ESP and ISP. Internet Service Providers, or ISPs, are email softwares designed for personal use and not for multiple email blasts. Examples of this are Gmail, Outlook and Yahoo.
When mass email is sent from an ISP, it can be flagged by spam filters and your account can be disabled for suspicious activity. ESPs, on the other hand, have the necessary format in place to assure that your emails are sent straight in your subscriber’s inbox.
In short, You have to set your team up with a reliable email service provider if you want your business’ email marketing campaign to succeed.
