Email marketing is one of the chief weapons of any marketing arsenal. So, therefore, why is it important? And, how do you use it?
In 2020, people sent a total of 306 billion emails. That’s a stat for those who say email marketing is dead. On the contrary, stats suggest it’s hotter now than ever. New and old businesses are using it, so their customers can get in touch with their favorite brands.
The usage of emails on this scale shouldn’t be a surprise, considering the standard channels that people have it on. For instance, whether you are an iPhone or Android user, emailing is critical of using those phones.
Moreover, emailing is also one of the vital communication elements for b2b and e-commerce platforms. Hence, making it one of the most common ways of professional interaction. However, why exactly is it that way? What’s the one thing that drives it?
For one, it is easy because every phone has it, and email marketing is one of the chief tools of digital marketing today. For third, every brand builds awareness through it. These factors make it one of the most requirements of business today.
So, let us dive in to understand how it all works and how you can use it.
What is Email Marketing?
Email marketing is the process of using emails to market/promote a business or product. It usually entails sending an email or an array of emails over a while. Then, you send these emails to a list of people who are most commonly the target audience for this marketing goal.
Email marketing requires you to create a strategy with various vital elements. First off, you need to know who you’re sending your emails to, but we’ll come to that later. Then, you need a viable email copy, and we’ll talk about that in a bit.
The purpose of email marketing for a start-up or new business is to build awareness and generate leads. Email marketing helps you create catchy headlines and capture the attention of your target customers to stand out in a crowded inbox.
This strategizing, writing, and execution is what you can call email marketing. However, besides brand awareness, email marketing also helps you cultivate customer loyalty. Because the choice is yours, you can send emails every day, once a week, or every month.
It all dials down to the requirement and scale of your business. Therefore, it is crucial to create a tailor-made strategy for your business to understand this.
Why is Email Marketing Important?
Now that we know what email marketing is let’s talk about why it’s crucial. To start, the importance of emailing stems from its role in digital marketing. They are perhaps the first and the last step of any digital marketing strategy. Email marketing also plays a crucial part in your business’s growth in its initial stages when you have little to no funds at all to promote your business. But, having a full-fledge email marketing strategy works tremendously well as a modern content marketing strategy, even though it’s one of the oldest ways of communication.
You start any online marketing campaign by email. First, these emails build awareness, as we already established. Then, as your campaign moves forward, it helps you sustain that awareness, generate feedback, and cultivate customer loyalty.
It goes through various phases, and the strategy needs proper execution. However, to help you understand its importance, we have formulated a list of crucial benefits email marketing provides.
This list will help you analyze the chief advantages of using emails. Moreover, it will also help you grasp the importance of emails in digital marketing. So, without further ado, let us dig in.
1- Brand/Product Awareness
When initiating a new business, generating awareness regarding your brand will be your first challenge. Email marketing helps you overcome that challenge quite comprehensively. It delivers your business’s launch content to everyone in your target customer list.
Emailing is a great way for established businesses to generate awareness, especially regarding a new launch, whether it be a product or a service. However, the one thing that email does is keep your target audience in the loop.
Whether you launch a product, seek feedback, or need to provide information about promotions, discounts. The primary reason emailing stands out is its versatility in creating awareness. It depends on how you use it, and we’ll talk about that in a bit.
However, its role in generating buzz surrounding a new launch or start-up is unmatched. Out of all the top-of-the-funnel content, email is your chief weapon, and a good strategy helps you use it properly.
2- Highly Engaging
On average, people scroll past 300-400 words of a lengthy blog. In contrast, marketing emails have a 100% read rate, granted that you write engaging headlines. The primary reason behind the higher engagement of emails compared to other types of content is customization.
Emails tend to address the reader by name; the software helps you. At the same time, content follows a more generalized approach. This customizability of emails leads to greater engagement of the customer.
Because nothing provokes a customer, more than a headline promising to deliver just what they need, it will push them to read through, making it the most engaging factor of any email. Moreover, the information you provide becomes a key hook for your target customer.
While clear and concise copy plays a vital role, it needs to promise a solution to your customer’s ailments. If you do that, you will have a highly engaging email doing your work for you.
3- Cost-Effective Nature
Many brands chase after cost-effectiveness when finding viable marketing tactics. While it is understandable, it won’t yield your desired results if cheap out on specific requirements. However, you don’t have to worry about that in email marketing.
If you’re looking for a viable solution without breaking the bank, then email marketing is the solution. You can find a variety of online marketing programs that might help you build awareness for a cost. Email marketing, on the contrary, helps you do all that without costing you an arm and a leg.
The cost-effective nature of email marketing drives many marketing experts and businesses towards it. It helps you build awareness, cultivate customer loyalty and generate sales without costing an extra penny.
4- Lead Generation
Starting a customer’s interest in a specific product or service requires an astute amount of work. However, these leads can initiate common queries, interest, and intrigue around a product. These lead generations are essential because that’s exactly what turns into sales.
Email marketing is a great way to initiate said lead generation. It is ideal for building intrigue around a product and the right provocation of your customer needs. In addition, a personalized message can go a long way to stand out in a crowded marketplace.
A well-written email initiates just that and helps you generate interest towards your desired commodity. Moreover, the demographic-centric approach towards writing an email can help you yield more accurate results.
5- Improves Personalized Experience
The past few years have proved online marketing of 2022 is going to be all about personal experiences. If you fail to attract your customers and provide them with a viable and personalized experience, you will not cultivate their loyalty.
To do that, you need to make sure you focus on providing personalized experiences. For that, emails stand out as one of the best options. Every email you write allows you to personalize them to various demographics.
This division of various demographics can help you create emails according to the customer. Each email enables you to surpass expectations and sew email copies that help you prompt the required response from each demographic.
6- Communication with Audience
Building awareness, making sales, and generating leads sound good. First, however, you need to ensure viable customer support and thorough communication with your audience. That is when email marketing steps in and helps you drive the machine of your customer support.
To stand out against a list of viable competitors, you need to communicate with your audience. Therefore, you need to respond to complaints, emails, feedback, and suggestions. This element presented by emails makes it a practical and all-around marketing tool.
Moreover, communicating thoroughly and personally with your audience can help you stand out in a crowded niche or industry. This benefit is one of the main reasons email marketing is essential for any business in 2022.
7- Drive Organic Traffic
If your website or blog is going through a rut, then email marketing can solve that problem. Consider it sharing a URL link to your platforms with your friends. Because that’s how easy email marketing can make it and help you drive organic traffic.
The thing with organic traffic is that the more you drive it, the higher you will rank on search engines. Emails can help you do just that. If you’re posting a blog, then let your audience know. If a new product goes online, make them aware of it.
Lastly, if you want to keep your customers in the loop regarding your company’s affairs, try a weekly or monthly newsletter. This way, you will be providing your target customers with the right pathway to your platforms.
8- Tap into Everyone’s Phones
As mentioned before, emails are something every smartphone user has. Some need it to use the smartphone itself, while others use it on the go to keep in touch with their business affairs. Regardless, you should hear that as the knock of opportunity.
The extensive usage of emails in smartphones is your gateway into people’s phones. Everyone will check their push notifications and see a striking headline. For you, that is your sales pitch, your invitation for a conversation, and the key to generating brand awareness.
For this reason alone, you should make an email strategy without wasting any time. As it will help, you access millions of your target customers around the globe.
How to Make an Email Marketing Strategy
Making an email marketing strategy entails a variety of critical elements. Out of them all, you need to understand your objective the most. However, considering this strategy will accompany your other content forms, such as blogs and websites, you must keep the approach lenient.
The fluidity of your email tactic will help you write emails that trigger a response and increase your brand’s awareness. For a new business, that one benefit is the chief offering of an emailing strategy.
A variety of critical ingredients goes into making this email strategy. You need to understand the goals, the platforms, the people you will mail to, and the type of content you will write. So, here are seven key elements of creating an email marketing strategy.
1- Understand Your Audience
The first step in creating an email strategy is to understand your audience. You need to know the type of person you’re writing for and what would interest them about your product or service. Usually, you would follow the basic demographics formula.
Try to learn their ages, occupations, hobbies, etc. This way, you will be able to narrow down your search. However, if you’re in a vast spectrum in terms of audience, such as e-commerce, then focus on products and services they require.
2- List Your Target Customers
Once you know your target audience, you need to create a list of emails. It could be businesses, individual customers, or a wide variety of other groups. It all depends on your industry, niche, and business type.
However, you do need to create a list of emails. Once said list is ready, you need to employ programs that help you email them all at once. It should also personalize each email according to the name of your target customer.
3- Establish a Brand Voice
You need to talk to your customers in a voice that becomes synonymous with your business. While it depends on the niche, a casual and friendly voice tone goes a long way in creating long-term customers. This brand voice will also transform into other platforms.
Therefore, the key is to develop something monotonous with other platforms. While you will personalize the content in emails, the brand tone needs to remain adamant. Then, this step should help you identify the type of brand voice you need to use.
4- Write Strong Email Copies
Email copies need to initiate emotional responses from your target customers. In comparison, your email copies shouldn’t feature ridiculous words and sentences. Instead, using powerful words and the promise of something better should be your way of doing it.
Therefore, your email copies need to feature a certain amount of power words and target the common problem of your customers. This way, your headlines will be intriguing, and your content will present why your products or services are best for them.
5- Keep Them Mobile Friendly
Bear in mind that most of your target customers will read these copies from their phones. Therefore, you need to write them accordingly. How do you do that? By keeping it short, crisp, and straightforward. In many cases, your focus would be to drive your customer back to your website.
However, you also need to ensure your email provides sufficient information about the headline. Don’t leave all of the answers to the link or URL they need to click. Establish your authority through said copy, and you will see the difference in mobile traffic to your website.
6- Send Emails Regularly
Whether it’s marketing copy, weekly newsletters, or discount offers, you need to send out emails regularly. Bear in mind that online marketing is all about relevancy. The more you focus on staying in touch with your audience, the better it will be for your business.
Therefore, make sure you devise an emailing strategy that pushes you to email at least once a week. Naturally, new products or launches would require you to mail. However, keeping in touch with your audience will yield more significant results for you.
7- Use Engaging Design Elements (If at all)
Lastly, you can use design elements if you want. While they are unnecessary, using an attractive email banner and signature will testify to your dedication. These are some key things that attract customers. However, remember that your email design also needs to be reminiscent of your website’s appearance.
To push a collective narrative, make sure all of your design elements align with one another. So, if a customer notices a colorful email, they are bound to be more responsive towards it, which is precisely why you should try using design elements in your emails.
Stepping into 2022, many businesses and marketers still wonder if they should or should not use emails as content or digital marketing tool. But, this guide tells us about the importance of the oldest method of communication with stats that can’t be overlooked.
With modern technology and a plethora of ways to deliver your messages, Email marketing stands firm as one of the best ways to communicate with your existing, lost, and new customers. Moreover, emails are beneficial for strengthening your ties with your clientele and your partners, teams, and alliances. They keep everything organized and documented for reference.
If you are running low on budget and need an effective way of marketing and promotions, Emails are the way to go!
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