Email Marketing is an intricate art – each email has its own specific function, audience, and business goal attached to it. That’s why it’s important that when you’re planning your email campaigns, you work with an expert email service provider and marketing automation tool that understands the nuances of each marketing email type.
Some Email Marketing Software solutions focus so heavily on template editors and email creators they forget the most important thing – delivering your email to the inbox. Helping you improve your email list for marketing emails is just the start. By tapping into best practices and having the tools to track your performance, you can maximize your marketing budget.
Bulk Email Marketing Messages May Include:
- Email newsletters – This type of Bulk Email Marketing is used to keep customers updated on the latest company news and build an ongoing relationship. These emails might alert audiences about an upcoming event or webinar or announce a product launch. Brands also have success sharing relevant content with readers including strategies, articles, and other resources to keep them educated and entertained.
- Emails to drive acquisition – When new subscribers opt in to receive your messaging by providing their email addresses, it’s up to you to encourage them to take some kind of action that converts them into a customer, such as completing a registration signup form.
- Promotional emails – Have a great sale coming up and want to alert your customer mailing list? These email marketing messages are quite common, so it’s important to use them strategically, and find a way to stand out and increase your open rates.
- Emails to retain existing customers – Keeping in touch with your customer base is important, since it encourages repeat business. You might want to send a special offer or even wish them a happy birthday — something that will keep you top of mind and make your audience know you care about their needs.
Advantages of Email Marketing
The Benefits of Email Marketing include:
- Cost- effective – the costs of Email Marketing can be much lower than many other forms of marketing. There are no advertising fees, printing or media space costs.
- Permission-based – your marketing list will be made up of people who have actively chosen to receive email communications from you. Customers who are genuinely interested in your products and/or services are more likely to engage with your business.
- Flexible design – you can send plain text, graphics or attach files – whichever suits your message best. A choice of design options gives you scope to convey your business branding.
- Scalable – Email Marketing can be used to reach large audiences or smaller targeted lists.
- Personalisation and segmentation – with Email Marketing you can personalize messages. You can also segment your marketing list, so that your customers receive messages from you that they are interested in – this will help boost their engagement with you.
- Shareable – it’s easy for people to forward and share your email content, building your reputation by word-of-mouth or viral marketing. This may help influence new customers to become followers of your brand.
- Conversions and increased sales – if you have a new promotion people can click on links and follow your call-to-action immediately. Email Marketing is also effective at every stage of the buying process. For example, you can influence someone to choose your product, nurture the customer relationship post-transaction and also encourage future purchases.
- Measurable – you can evaluate the success of a campaign by using web analytics software. You can easily test different copy, subject lines and designs to see which is most effective. This allows you to optimize future campaigns.
- Benchmark – you can compare your results against others in your industry. There are many free Email Marketing bench-marking reports available – you will find these by searching online. Bench-marking data can help you to evaluate and priorities improvement opportunities.
- Test before you send – A/B testing of subject lines, calls-to-action, personalisation, email copy, images or messages ensure your email content is as effective as it can be before you send it.
- Less intrusive – unlike telephone marketing, recipients can read your message at a time that suits them. Customers can also update their preferences if they would like to receive different messages from you or unsubscribe if they feel they no longer want to receive your email communications.
- Environmentally-friendly – Email Marketing is better for the environment than direct marketing by postal mail because nothing is printed.
- Time-saving – through automation you can trigger emails to be sent to customers based on an action they have performed on your website – eg. send a welcome email when a user signs up to your website, or issue an email offering a discount incentive if user abandons an online shopping cart. Once you have developed a template you can reuse for numerous email campaigns.
- Real-time marketing – through Email Marketing you can connect with customers in real-time. Using automated triggers, such as website activity, recent purchase or shopping cart abandonment, you can reach the right audience, at the right time, in the right place and with the right offer.
Disadvantages of Email Marketing
Some of the potential problems of Email Marketing include:-
- Spam – commercial email or ‘spam’ irritates consumers. If your messages aren’t targeted to the right people, the recipient may delete your email or unsubscribe. You need to make sure that your email marketing complies with privacy and data protection rules, and that it is properly targeted at people who want to receive it. The ‘click through rate’ for untargeted emails is likely to be very low. See Email Marketing and privacy law.
- Undelivered emails – poorly designed emails may not get delivered. Emails that use certain spam keywords or characters in the subject heading or content of the email, eg £££s, FREE, click here, are likely to be filtered out by email software and internet service providers. If you don’t keep your marketing lists up to date, you will find incorrect email addresses mean your messages won’t reach the right person.
- Design problems – your email must be designed so that it appears as it should across multiple devices and email providers. You may encounter a trade-off between design and functionality. Some people opt to receive text-only emails, consider how your message will look if this is the case.
- Size issues – files need to be small enough to download quickly. Emails containing many images may take too long to load, frustrating your audience and losing their interest.
Resources and skills – for a successful email campaign you must ensure that you have the right copy, design and marketing list. If you don’t have the time or skills in-house, consider outsourcing some of these elements.