What is e-mail marketing? The question helps those who want to generate potential customers and attract quality traffic to organize email ...
What is e-mail marketing? The question helps those who want to generate potential customers and attract quality traffic to organize email campaigns with an average return of $ 42 for every dollar they spend. It may cause!
Do you know that the number of email users worldwide is 4.03 billion and approximately 306.4 billion emails are sent every day? This widespread use has a very obvious meaning for the business world, and that is, it can effectively reach many people from all walks of life via e-mails!
The emergence of e-mails, which are used more than ever due to e-mail campaigns lately, is not actually new, e-mails are almost 50 years old. New one; We understand that, as research highlights, email marketing outperforms other digital marketing channels!
What is Email Marketing?
We can say that the two biggest advantages of email marketing are price and convenience. Compared to other marketing options, email marketing is a simple, inexpensive and effective way to advertise and increase sales.
Email marketing allows businesses to see which customers on their mailing list opened the email and which email led to a sale. Additionally, email marketing creates the opportunity to build long-term relationships with your customers and potential customers. It may include newsletters, sales promotions, and special deals for customers. It can be sent in a predefined order to convert prospects into buyers. It may be intended to get readers to click on a link. It can also be sent automatically after certain actions, such as leaving items in the shopping cart.
It also allows making personalized product recommendations based on a customer's preferences, purchasing history, and location. Marketing emails are also used to share a general message on behalf of the company in situations such as natural disasters or during periods of company-related scandal.
Why is E-Mail Marketing Important?
E-mail marketing, seen as the best marketing channel by most marketers, is an important opportunity that businesses of all sizes can easily implement in their marketing strategies and should be taken seriously. You ask why?
- It is more effective than social media for converting leads and is more likely to be seen than social media posts. Publishing a post on social media means that your message; It doesn't mean everyone you want to see will see it. Additionally, unlike social media, email marketing does not have the disadvantage of being affected by algorithm changes, and emails have a much longer lifespan than social media posts.
- Due to its low cost, it is budget-friendly compared to most marketing strategies such as SEO, PPC and affiliate marketing, and its return on investment is also quite high.
- It can be distributed on a large scale to a large number of recipients. It is fast and easy enough to respond to market demands or consumer sentiment.
- It allows you to leverage personalization technologies to deliver highly targeted content.
- It is key to meeting consumer expectations and increasing engagement. It can connect all your marketing channels to deliver a dynamic brand experience; It can challenge customers to a social media contest or allow you to retarget subscribers who clicked on a product link with paid ads.
- It has the potential to drive traffic to your website and increase sales. It is also highly measurable; You can track metrics in detail and remove the guesswork from your email strategy.
- Business owners can see which emails were delivered, which went to disabled email addresses, which were opened, which were immediately deleted and redirected customers to the website.
- Email marketing is a unique opportunity to take part in the daily lives of your target audience. You can divide your subscriber lists into different groups and send the most relevant content and offers to each segment. This is of course much more effective than a social media post where you can't be sure whether the message is seen or not.
- In addition to sincerity, email marketing also has the necessary formality when it comes to conveying important, official messages.
- Email marketing plays a role in every stage of the buying cycle; It can be used effectively in the information and research phase, during conversion and later in the customer retention process.
How to Do E-Mail Marketing?
You can expand the email list needed to create an email marketing campaign by adding an email newsletter signup option to your website and directing customers through your social media profiles.
Marketing emails often include a call to action to generate sales or drive traffic to specific pages of your site.
Effective e-mail marketing efforts can turn your subscribers into fans, and we can list some strategies you can apply for this:
Protecting Your Email List
Sending e-mails that are not intrusive, do not promise anything you do not offer, and include the option to unsubscribe; It shows your respect for those on your list. It's also important to allow those on your list to clearly indicate when they choose to receive your emails. Remember that for many people, their email inbox has become a space filled with messages from their favorite brands!
Social media
Ideally, email marketing goes hand in hand with social media. Positive comments received on social media can be added to emails and social media posts can attract customers to email newsletters.
To add value
It is not recommended to send your messages with a constant focus on purchasing and advertising. From time to time, you can share tips about your expertise in your emails that can add value to your customers.
Original and Humane
Marketers don't deny that people have developed immunity to flashy email campaigns and ads. Therefore, adding personality to emails and providing information about your company can make you seem more sincere. Thus, the bond between you and your subscribers can be strengthened and your communication can be strengthened.
Sticking to a Schedule
Sending emails on the same day (or days) each week will help your subscribers know what to expect from you.
Mobile Compatibility
Research shows that almost half of emails are opened on mobile devices. If your email doesn't display properly on mobile platforms, you could lose half of your audience.
Contents
It is recommended that you create well-thought-out emails that will not only be opened and clicked on, but will also leave a lasting and pleasant impression in the customer's mind. It will make a difference if the text is meticulous and the design is attractive.
E-Mail Marketing Examples
While emails have managed to stand the test of time, we recommend reviewing email examples from famous brands to send effective and modern emails that are guaranteed to capture your customers' time and attention:
Lego
For those looking for inspiration for their next email campaign, our first example is one of Lego's email campaigns that invaded homes with children:In this email, Lego offers a marketing example that can attract the attention of every customer, with a video that readers can watch without leaving the email, minimal and interesting text, and detailed product images. The most important thing to remember here is that adding videos to emails can increase click-through rates by 300%!
Airbnb
The next example is from an email campaign where Airbnb tried to promote a different city in each newsletter. It is obvious how a design with impressive visuals and minimalism can convey a strong and clear message:
Uber
Uber generally favors very simple but creative approaches in email campaigns. A short text like the one below gives time-strapped subscribers exactly what they want, with a clear call to action:
Adobe
In the next example, Adobe uses a segmentation method to target two types of customers in the same email. You can use this type of promotional emails when promoting two very similar products at the same price point or when trying to retarget a specific customer segment.
Email Marketing Software
Businesses often use an email marketing software to manage their email lists and track progress. Email marketing platforms have the necessary infrastructure to ensure the deliverability of emails, making it easier for you to target specific customer groups or even specific people.
It allows offering special birthday deals and scheduling automatic promotional emails for customers who have not made recent purchases. These types of personalized messages help improve customer relationships, increase sales and customer loyalty.
Email software offers ready-made templates and easy-to-use editors, allowing you to create a newsletter in just a few clicks. No graphic design or coding skills required.
It also allows you to gain insight into the performance of your email campaign thanks to advanced reporting and statistics. Thanks to open rates, click rates and responsiveness analysis, you can see more effective emails and learn more about your audience.
Although many email software offer super cheap plans for brands with few email subscribers, it is recommended that you be careful about how prices will increase as you gain more subscribers and choose reliable software that helps you streamline workflow and integrates with important applications such as your e-commerce platform.
Now let's take a look at the most popular email marketing software:
Constant Contact
Constant Contact, which stands out with its real-time result tracking of campaigns, provides integration with many platforms such as Salesforce, Shopify, Eventbrite, WordPress, QuickBooks, Gmail.
Constant Contact, a powerful software that has long declared its leadership in email marketing, has pre-built and mobile-optimized templates.
Constant Contact reviews, which receive criticism that the user interface is cumbersome and sometimes unintuitive, may also include complaints about faster customer support.
Sendinblue; It is more advanced than most email marketing tools available in terms of detailed analytics and email options. In addition to targeted SMS messages that work in conjunction with your emails, it allows you to automatically send custom messages to customers regarding purchases, password reminders, and items left in the shopping cart.
With Sendinblue you only pay for the amount of emails sent, not the number of contacts stored. Some technical knowledge may be needed to use SendinBlue to its full potential.
AWeber
AWeber, which has been used by many entrepreneurs and small businesses for 20 years, is an e-mail marketing software that offers reliable and affordable services.
AWeber has a simple pricing structure based on subscriber count, sales tracking as part of its reporting tool, and is an industry leader in email deliverability rates.
Its main drawbacks are that prices rise as the number of subscribers increases and that it lacks advanced features such as more complex automation or spam testing offered by its competitors.
Campaign Monitor
Campaign Monitor has more than 250,000 customers worldwide; It serves various sectors including media companies, technology giants and non-governmental organizations.
Campaign Monitor has features like easy-to-use, mobile-optimized templates and live map reporting that shows users' locations and interactions with your content.
Disadvantages include the cumbersome domain verification process and limited template designs and customization options.
Mailchimp
Popular among email marketing beginners. It offers flexible, scalable and affordable email service. It has a free plan for accounts with less than 2,000 subscribers.
Featuring templates specifically designed for each email's destination, Mailchimp has an extensive knowledge base as well as award-winning customer service.Cons include subscription plans becoming more expensive as your list grows and limited email automation options. Mailchimp's worldwide market share is more than 63%. The market share of its closest competitor, Constant Contact, is 7.49% (Datanyze, 2020).
GetResponse
GetResponse's price plan depends on the size of your company and the number of subscribers to your email list at sign-up. Therefore, it is a highly scalable email marketing tool.
It makes it possible to create interactive campaigns with 500 pre-designed templates, supported by user-friendly editing software and intuitive list-building tools.
GetResponse has some of the best Salesforce integration software on the market and is praised for its 24/7 customer reporting and educational user seminars. Letting you export various file types and see the best-performing emails, GetResponse also offers built-in statistics, including cart abandonment rate.
Active Campaign
ActiveCampaign, an email marketing platform with a drag-and-drop interface, offers a range of sophisticated marketing and sales automation. It includes features such as stock images, image hosting and a real-time analysis library so you can monitor campaign performance in real time.
An email marketing software that can be effective for the optimization of campaigns that will provide maximum return on investment, such as A / B testing, which is important for large or active businesses.
Summary
Email marketing, an effective marketing strategy to increase sales and drive organic traffic to your website, can lead to high customer loyalty with properly designed campaigns.
If you want to increase the number of your potential customers with email marketing, which offers a return on investment four times higher than other marketing strategies; You can take a look at our blog posts.
In conclusion, what is E-Mail Marketing? We can answer the question as a chance to strengthen your ties with audiences interested in your products or services.
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