Email marketing is a years-old digital communication technique but still an effective way to engage with your customers in 2022. Not so sure about that? Let’s glance through what the numbers have to say. 

Today, more than 4 billion people use emails as their communication channel, which is expected to grow to 4.5 billion by 2025. And, to our surprise, 60 percent of consumers have chosen email as their preferred mode of communication with SMEs. Furthermore, email marketing has a proven ROI of $38 for every dollar spent on the strategy. 

Another reason why brands still prefer email marketing over other digital marketing strategies because they do not have to worry about SEO or any algorithms. The emails go directly to the customers’ inboxes without any hurdles, and the messages reach the prospect. 

This article is a beginner’s guide that will explain what email marketing is, how it works, what the types are, and why one should consider it. Keep reading to know everything about email marketing.

What is Email Marketing?

Email marketing is a direct response marketing strategy used to send emails to a list of people or, say, potential customers who have opted for receiving email communications from your company. 

You can inform your subscriber about a new product or service you have launched, an exclusive offer going on, or any particular news or update about your company through email marketing. 

Email marketing is different from other types of marketing as it is more personalised since the emails are addressed to individual customers and, hence, receive a direct response.

How Does Email Marketing Works?

Email marketing has evolved over the years. It is no longer about sending emails to random people and waiting in their spam box to be opened. Instead, it has emerged as a powerful tool that companies use to promote their brands and acquire customers. So, how to do email marketing in 2022? Let’s find out.

Create an Email List

To send emails, you need an email list, right? So, create an email list targeting customers who have shown interest in your brand. There are diverse ways by which you can create an email database, such as asking the users to fill up a form before you let them scroll through your website or offering them an offer in exchange for their emails. 

Try to curate email lists based on the customers’ preference and CTA rather than buying emails from any third party providers. This way, you would target only the people who are your potential buyers. 

Select an Email Service Provider

Selecting an email service provider (ESP) is essential as it provides a lot of functionalities. You could manage your email list using the software and send automated emails as well. It also allows you to track your recipients’ activities after receiving your mail.

You could get to know whether they have opened the mail, performed any CTA, and analyse your conversion rate. It helps you retarget your customers based on how they interact with the email. For example, you send an email about a new product that you have launched to 50 people. Out of which only 30 people opened the email, which means they are interested in your product. So, next time you could send another mail to those 30 people describing the features of the product. 

Define your Goals

Defining a goal before sending an email or a series of emails to your potential customers is vital, as it allows you to craft a mail with a clear message and CTA. Your goal could be one of the following.

  • Creating brand awareness
  • Generating leads
  • Driving sales
  • Announcing an offer

With a transparent goal, it is easier to decide whom and how to target, and therefore, increase the success rate of your campaign. 

What are the Types of Email Marketing?

In broader terms, email marketing is classified into four types, which are,

Email Newsletters

Businesses use email newsletters to inform customers about any new updates, latest news, or any information about the sector as a whole. Newsletters provide valuable details to the customers, subsequently creating customer engagement. You can send the newsletter weekly, monthly, quarterly, or yearly.

Promotional Emails

As the name suggests, promotional emails are sent to promote a new product or service of the company. Promotional emails are generally personalised emails containing exclusive offers to drag customers attention and generate sales.

Acquisition Emails

Brands use acquisition email strategies to acquire potential customers interested in the product or services but have not made the purchase yet. It is a useful retargeting strategy that sends emails regularly to convert potential customers. However, overdoing it might lead to the users unsubscribing from your email list. 

Retention Emails

Retention emails are helpful to open a conversation with subscribers who have not interacted with your brand in a long time. You can send a mail asking them to fill up a feedback form or can give them a personalised offer. It helps you to build and maintain a relationship with your potential customers. 

What are the Benefits of Email Marketing?

Here are a few email marketing benefits.

  • The conversion rates are high because of personalised discounts and offers.
  • It helps in creating brand awareness.
  • It gives a platform to communicate with your audience directly.
  • Only those who have opted for it are sent emails, so the reach of the message is high.
  • You can analyse the action of the subscribers, which helps in retargeting. 

So, now that you are well-informed of the idea of digital marketing strategies, start sending emails to your customers. It is high time to reconsider your marketing strategies and get your hands on email marketing. So what are you waiting for? Hurry and create your email list today.  

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