Email marketing can be defined as a form of marketing where an email platform is used to distribute marketing messages.
Considered as one of the most powerful marketing tools on the internet, it helps marketers to connect directly with existing as well as potential customers.
A big advantage of email marketing is that it is a low-cost marketing tool. With one click marketing messages can be distributed to the entire customer base of a company.
Email marketing is used by both small and large businesses for the following purposes:
- Increase brand awareness: Companies use email marketing to inform customers about their products and services. All emails are branded in the company’s colours and use its logo to build brand awareness and brand recall.
- Nurture leads and drive engagement: The email addresses obtained by the company through content and other marketing channels become a rich database to nurture. They can also be used to build loyalty and drive engagement through exciting campaigns.
3. Boost traffic for company touch points: The emails are a powerful way to arouse customer interest. They persuade the customers to click on the hyperlink and visit the specially created landing page on the company’s website to learn more about the product or service that the company is promoting. The customers can also be directed to other touch points such as social media pages, blogs or in person events. - Announce launch of new products or services: Emails help companies notify customers of new product launches. They use it to share price points and launch dates building interest in the new product or service.
- Drive sales: Emails inform customers of discounts that can be availed if the purchase is made within the next few hours. Chances are that some customers may be encouraged to make the purchase if the messaging is very persuasive. Emails are also used to cross-sell or upsell products. For example, a customer will be informed of a complementary product that another customer had purchased. Higher priced products can also be bundled with the discounted product to increase average order value.
- Acquire valuable business data: Email analytics helps companies understand customer behaviour. They learn which campaigns are working and which emails are leading to a sale. Companies also gather useful feedback through email surveys which they later use to improve their email marketing, even their products and services. The data can be used to organise customers based on demographics. The emails then can be better targeted.
When email marketing can backfire
Email marketing can also trigger a negative reaction among customers. There is already a built up fatigue against promotional messages promising the moon. Most of these messages are never opened; harassed customers hit the delete button the moment they see emails trying to prey upon their emotions and sensibilities.
Companies also need to guard against overreach. Too many emails add to customer unhappiness; also, messages that are too long or take too long to open puts off most customers. You should not abuse the customer trust. The emails should be sent only when they are essential or when they will actually benefit the customers.
There is also a possibility that the customer signed in for a particular product or offer. After that, the company’s emails hold no value for him. Companies must respect this, and remove the customer’s email from their database once he unsubscribes. Otherwise, they may lose the customer forever.
Another irritant is non-responsive design. An email designed for a desktop may open differently on a mobile phone or a tablet. It is therefore essential to design emails that open as designed.
Types of email marketing campaigns
Companies use a variety of email campaigns to manage and sustain customer interest. Much depends upon the purpose for which emails have to be sent. Here are ten different kinds of emails used for email marketing:
#1. Welcome emails: Welcome emails are the first email that a subscriber gets when he signs up for the company’s subscription. A welcome email is also sent when a customer makes a purchase. Welcome emails constitute the first step in building relationships with customers. Companies also use them to introduce new customers to their brand, products or services.
#2. Newsletter emails: Newsletter emails are perfect for building long-term relationships. Their frequency differs from company to company and can be weekly, fortnightly or monthly. These mails are like teasers that give a snapshot of what’s happening at the company. They encourage customers to click on the hyperlinks and read company blogs, informational articles or check out new products.
#3. Promotional emails: The promotional emails are sent from time to time. Their goal is to promote specific products that companies want to push. The promotional emails also inform customers of ongoing sales giving them a reason to make a purchase.
#4. Cart abandonment emails: E-commerce companies send these emails to customers who enter products in the cart but back out when the time comes to make the payment. Such mails encourage customers to return and make a purchase. Some companies even offer discounts or free shipping to improve the conversion rate.
- Seasonal marketing emails: Seasonal marketing emails are used to cash in on the opportunities that festivals or holiday seasons offer. Companies use these emails to apprise their customers about sales that haven organised on occasions such as Mother’s Day or Valentine’s Day, festivals such as Christmas or Diwali or holidays such as summer vacation.
- Re-engagement emails: Companies use these emails to re-engage with customers through mails that open with subject lines such as “We miss you,” or “Are you still there?” The goal is to reconnect with customers and give them a reason to re-engage with the company.
#7. Announcement emails: Such emails are used to announce upcoming events, new product launches or webinars. The goal is to inform as well as engage with the customer.
#8. Post-purchase emails: Such emails are used by large departmental stores to maximize customer experience. The emails keep the customers posted about product shipment and likely arrival date.
#9. Survey emails: These emails are used by companies to get feedback about their products or services. Customers are also requested through these emails to leave product reviews on the company website. Such emails make the customers feel wanted and valued. Companies can also use the feedback to improve their products.
#10. Lead nurturing emails: Such emails are used by companies to push customers who have shown interest in their product or service from the consideration to the purchase stage. Since this may not happen with one mail, companies may have to send several emails that offer additional information or promotional offers.
4 tips to build an email marketing list
The first step in any email marketing campaign is to choose an email marketing software provider. There are scores of email software providers, each offering a different range of services. Some of the question companies need to ask before deciding the service provider are:
- Does it offer a choice of templates that can be used to produce creative emails?
- Does it offer an automations library with customised workflows that can cater to all stages of the customer journey?
- Can it be used for segmented targeting of the customers?
- Will it help in lead generations?
- How detailed are the analytics reports? Will they help in tracking sales and identifying winning campaigns?
Pricing is another important criterion. The selection of the email service provider depends a great deal upon the budget of the company.
It is now time to deploy the email marketing software. Here are four tips to do it efficiently:
#1. Display opt-in forms: Companies need to embed opt in forms or sign up buttons at different places on the website. They should definitely be placed on the home page of a website. In the case of blogs the sign up button can be placed prominently in the sidebar. The opt in form can also be displayed in a message that pops up when a customer is exiting the site.
#2. Use opt in pop-ups: Opt in pop ups are becoming an increasing important tool to harvest email addresses. These pop ups use clever messaging to encourage customers to sign in. They pop up when the customer is exiting the website.
#3. Create gated content and lead magnets: Several companies ask for customer sign in to access content that has obvious value for the customer. The customer is not asked to pay for this content but provide personal data.
Free ebooks, checklists, white papers, social media calendars, pre-designed templates are opther lead magnets that are used to make the customers part with their email address.
#4: Use of event sign-up forms: Event sign up forms are another powerful way to obtain customer information and build the email list. The customer does not mind parting with such information in return for an invite to the event.
What you should never do: An email list should never be purchased. All email marketing should be permission-based. Customers must voluntarily sign up for the newsletters. They should also be given an opt out option in case they find the emails are cluttering their inboxes and serving no useful purpose.
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