Email marketing remains one of the best ways to stay connected with your customers. If done right, it can bring you leads, raise brand awareness and help you sell products. Even though social media is the current marketing trend, we tend to forget that we all use our email addresses on a daily basis, even if not for the same reason we scroll through TikTok or watch Instagram stories.
That’s why in this short article, we will focus on the basics of email marketing campaigns and how to start ones that bring success and have a positive ROI.
Let’s get to it.
The Benefits of Email Marketing
Many marketers tend to underestimate the effectiveness of email marketing, which is a huge mistake. Even though email is a bit more old school, it still has many advantages over other forms of advertising, and for some companies, it remains the absolute best way to market products and services.
If you’re still not convinced about the benefits of email marketing, let’s take a look at some of them.
Improve Brand Awareness
Email is still a great way to keep your company in the minds of customers, and it’s also a way to advertise new products and services that you might be offering. Along with that, you can provide your mailing list members with valuable resources, educational content, and news as a way to show that your company is focused on bringing them value and not just trying to sell products.
Generate Website Traffic
Starting an email marketing campaign is a terrific way to boost the traffic coming to your website. You can entice readers to go to the website by only providing them snippets of meaningful news or exciting articles. They will have a reason to click on the link and get redirected to the website. Additionally, you can use a call to action buttons that take your customers to landing pages that either help them learn more about the product or lure them into making a purchase.
Bring Revenue and Drive Sales
If you’re able to write relevant and engaging emails to your audience, they can quickly turn into a terrific promotional tool that helps you generate more revenue. In these emails, you can offer free shipping or discount codes as a way to push the customer to make a purchase. Additionally, you can use cross-selling and upselling techniques that increase the average order value and thus bring higher revenues.
How to Start Email Marketing Campaigns in Just Four Steps
If this is your first email marketing campaign ever, don’t worry – we’ve got your back. Even though the internet is full of advice on how to do email marketing, the reality is that it doesn’t have to be complicated. You just need to understand a few key aspects.
In this part of the article, we will give you the know-how on how to start email marketing campaigns, but in a simple, contained way that requires just four steps.
Step 1: Have a Clear Idea of What You Want to Achieve
Before starting an email campaign, you first need to know why you’re doing it. What’s the goal you’re trying to achieve: get more traffic, increase sales, boost revenue?
You need to know the answer to this question, as it will enable you to actually plan what your emails will consist of and what actions you want to make people take upon reading them. Along with that, understanding the goals you have for your campaign will help you be able to measure its effectiveness in a tangible way by tracking the needed data. A good tip here is to always align the goals of your business with the goals of the campaign so you have a positive impact on your bottom line.
Step 2: Define a Target Audience
Regardless of the industry you operate in, your business will likely have more than one type of customer, and each one will have its own characteristics and specific needs. To get better conversions, you need to have different subscribers for each campaign, and you can segment them based on many factors such as age, location, interests, gender, engagement levels, and even online activity. By doing so, you will be able to create campaigns that feel more personal and better suited to the customer’s needs, thus increasing the likelihood of achieving your goals and making the wanted conversions.
Step 3: Pick the Type of Email Campaign You Want To Run
Based on your goals, you can choose one of several types of email marketing campaigns. Here are the ones you need to know about:
A welcome email is basically the first email that the customer will get from you after subscribing to your email list or making a purchase. Their average open rate is 50%, which makes them great for introducing new customers to your brand and its products.
Abandoned Cart Emails
These typically get sent out to customers who have already visited the store, placed items in their cart, and then left without making a purchase. These emails aim to get the potential client to return to the store and finalize their purchase.
Newsletters are perhaps the most popular type of email marketing campaign out there. They’re typically non-promotional, and companies use them to share news, updates, helpful information, and more with their subscribers. Such emails are perfect for boosting brand awareness, as they show your business in a new light – as a helpful resource, not just a place to buy certain products from.
Step 4: Have Good Timing
When it comes to email marketing, timing is key. If you send out emails in the middle of the night when your customers are sleeping, then that campaign will not bring any success. On the other hand, if you send it out at the right time, just when they’re eating their lunch or scrolling mindlessly after dinner, then you might find that the campaign reached the goals you set out for it.
Keep in mind that the perfect timing depends on your customers’ location, age, and occupation, so do your own research before settling for a certain day and time.
That’s it – you’re good to go with just these four steps. Remember, email marketing isn’t going anywhere anytime soon. Try to make the most of it, as otherwise, you will be missing out on some great leads and an increase in revenue. Check out our blog for more marketing insights and tips.