What is Email Marketing?
Email marketing is a powerful tool to support your marketing strategy and connect with your tribe through emails and personal messages. In the 21st century, people are not interested in messages designed for “everyone else”. We are always too busy and we tend to ignore the majority of Ads content reaching our social media feeds. Let your customer know how important they are to you! Nothing better to show love by sending a personal message to their inbox, right?
What are the major benefits?
Today, when social media is highly developed, email communication sounds far less modern than other social media such as Facebook, Instagram, or Twitter. However, it is one of the most efficient modern communication methods.
Here are some of the major benefits:
- It is timely and accurate. People don’t necessarily browse social media every day, but checking emails regularly is an inevitable operation. You can accurately know your communication goals and operations, such as email opening, connection clicking, or file downloading.
- It is customized. Based on the understanding of the sending target, you can develop a personalized email, which makes the communication method of email marketing more flexible and user-friendly.
- It can be automated. With Artificial Intelligence tools, you only need to formulate rules and trigger conditions to automatically send emails base on each person’s behaviors or interaction with your brand. This greatly reduces operating costs too! Who doesn’t like to save extra hours and automate the content in advance? We certainly do!
Why does Email Marketing matter?
You can communicate with your target and share the love via the latest events, industry information, promotions, instructions, or even birthday wishes. There are infinite ways to connect with your audience. Either way, you need to ensure to add true value to their lives! By doing this, your Brand will experience an expansion in new customers and an increase in the loyalty of existing customers.
Goals: The final goals of Email Marketing are to convert prospects into customers and upgrade one-time customers to loyal customers. To achieve this, the short-term goals are:
- Attract users to subscribe – add values to people’s lives and show them why this is valuable to connect with your brand.
- Guide subscribers to operations – such as clicking to connect, downloading files, telephone consultation or online consumption.
How to do Email Marketing well?
First of all, you need to be clear about your Brand’s Voice. Every time you communicate with your audience you need to ensure to approach them with the appropriate language and tone of your Brand.
Main Steps:
Step1 – Create an Emailing List: The list includes your existing customers and the potential customer emails you have collected from various channels.
Step2 – Maintain the subscribers on the list: According to the characteristics of subscribers, email communication content is regularly produced. This involves subscriber information mining and analysis, list segmentation, content production, and automation. You may want to add an Email Service Provider (ESP), who can help you segment your audience, organize your list, and distribute email campaigns to your audience. You can also track the results to improve future campaigns.
Step3 – Keep growing your Emailing List: You can continue to increase subscribers through email marketing campaigns. Common operations are as follows:
- Produce content that attracts customers: Discuss topics that are of interest to target customers in the form of blogs or short videos. This will attract people to your site.
- Increase subscription incentive mechanisms: exchange valuable items such as E-Books, white papers, free samples, trial packs, discount codes, or vouchers for user email information, challenges [this step is also called Lead Magnet].
- Encourage sharing: Encourage subscribers to share on social platforms to attract more people to subscribe.
Related indicators (KPIs)
There are some common indicators that can be used to monitor the effectiveness of a campaign:
- Open rate
- Click-through rate (CTR)
- Conversion rate
- Bounce rate
- Number of unsubscribes
- List growth rate
- Spam complaints
- Forwarding rate/email sharing
- Engagement over time
- Overall ROI
- Email sharing rate
- Mobile open rate
- Mobile click rate
- Domain open rate
- Revenue per email
- Revenue per subscriber
Here is a great way to illustrate this:
To conclude, if you are really serious about getting a true connection with your customer and prospects, you can’t go ahead without an email marketing campaign. Get in touch with us today and start right away!