Email marketing is the use of email to promote a product or service, as well as encourage customer loyalty. This is a form of marketing that can keep customers on your email list aware of new products, discounts, and other services. Email marketing is one of the most effective and popular marketing tools. Email marketing revenue is projected to grow 287 percent worldwide from 2024 to 2032.
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In this article we’ll discuss how email marketing-and the use of promotional email-can help you grow your business, and we’ll give you some tips to help you start a successful email marketing campaign.
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What is email marketing?
We can define email marketing as follows:
What is email marketing?
Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business products or services. This can help keep your customers aware of your latest items or offers by integrating them into your marketing automation efforts.
It can also play an important role in your marketing strategy with lead generation, brand awareness, relationship building, or keeping customers engaged between purchases through different types of marketing emails.
A brief history of email
The first Email was sent in 1971 by a computer engineer named Ray Tomlinson. The message he sent was just a series of numbers and letters, but it was the beginning of a new era of communication. Tomlinson was also the one who introduced the use of the ” @ ” symbol in email addresses.
In 1978, a marketing manager at Digital Equipment Corp. named Gary Thuerk used this new method of direct communication to send out the first commercial email to inform people about a new product.
Sending emails with email lists
Thuerk’s email list had only 400 addresses, but the emails he sent generated about $13 million in sales. (Source: Computerworld)
In the 90s, the internet has become commercially available to the masses. The way people communicate with each other began to change dramatically, and marketers discovered that email could be an effective way to advertise. The rise of marketing emails has also prompted the need for regulatory updates; the UK Data Protection Act, for example, was adjusted to require an “opt-out” option for all marketing emails.
Advantages of email marketing
Email has become a very popular marketing tool for businesses in part because it forces users to take some type of action; an email will be stored in the inbox until it is read, deleted, or archived.
Advantages of email marketing
Email marketing can help you build relationships with your audience while driving traffic to your blog, social media, or other places people want to visit. You can even group your emails and target users by demographics so you only send people the messages they want to see the most.
Email marketing also allows you to run a / B testing on subject lines or calls to action to identify the best performing messages by using email marketing software that can also be configured to deliver emails with ease.
Disadvantages of email marketing
While email marketing seems like the perfect way to reach customers, create new leads, and develop important business relationships, there are some drawbacks. In fact, many businesses choose to use EZ Texting as another form of communication.
Here are some significant disadvantages of email marketing campaigns.
Spam. It seems like our inbox is filled with worthless information. “Lose 25 pounds in two weeks, “” click here to get a great discount.”We all got it and almost immediately hit delete. In addition, we never even see many of these emails because they end up in our junk or spam folder. Unless you actively avoid spam filters, these are messages that are often just a waste of time for the company sending them.
Size. If your email is too large, it may take a long time to load-or even not load at all. In the time it takes to download, potential customers just lose interest, harming your business.
Competition. In addition to its drawbacks, email marketing is a popular form of marketing, which means your emails won’t be the only ones flooding users ‘ inboxes. This means that in order to stand out from competitors, you may need to invest in a powerful copywriter or offer additional promotions to attract the attention of your audience.
Engagement. Often, customers see ads and sign up for emails based on 1 such instance or offer. They may or may not use it. After all, they are now in the client database, but that doesn’t mean they will continue to open your emails and click through to your site. You have to keep finding ways to engage your audience, or you may find yourself with high rates that haven’t been unlocked or a lot of people unsubscribing.
Design. Today, you can access email on a variety of devices, such as phones, tablets, and computers. This means that unless you design an email for each platform, your customers may see a less than ideal version of your email. Email marketers don’t know what type of operating system the recipient is using. In many cases, what used to be a visually appealing email, can have strange breaks, missing visuals, and logos. This is annoying for the recipient and is quickly removed-especially if the recipient mistakes it for spam or fraud. These emails are difficult to read in most cases and of very little value.
Cost. Although many email services claim to be free, many still charge for additional actions such as adding images or exceeding word counts. Make sure you know exactly what the guidelines are for free email or understand what additional costs you may incur. When you have someone design an email template, help build a database of relevant contacts, and email deployment may start to weigh on the budget.
Email sent
About 333 billion emails are sent every day. This number is projected to increase to 392.5 billion by 2026. (Source: Statista)
Types and examples of email marketing
There are many types of email marketing. Each serves a different purpose and takes a different path to engage with your audience. We’ll look at a few of the many different types, so you can create the best email marketing campaign for your company.
Welcome Email
This type of email welcomes customers and encourages them to learn more about your product or service. They often offer trials or other bonuses. It is used to introduce potential new customers to the business.
Email newsletter
Email Newsletters are very popular, and often highlight new products and services. They may also include articles, blogs, and customer reviews. Typically, there will be a call to action to move the reader to do something, be it reading a new blog post or looking at a new product.
Lead nurturing Email
This type of email targets a specific audience through a series of emails in hopes of eventually converting them. Typically, lead nurturing emails focus on groups that are interested in a particular product or service and then build their interest through more emails that offer additional information or relevant promotions. The goal is to push the user from the consideration stage to the purchase stage.
Email confirmation
Those who have just signed up for an email or newsletter, or have purchased an item online for the first time may get a confirmation email. This ensures the prospect that the information has been received and they are on the list to receive additional information. It is also a way to notify users that their purchase has been received or that their registration was successful and can include more actions for them to take.
Custom Email
If you only want to reach a portion of your email list, this is called a custom email. The list may be based on recent purchases, inactive clients, new members, and other types of specific criteria.
Email invitation
These types of emails often announce upcoming events, new product launches, and seminars. Most companies use this type of email when something special happens to get attention and raise awareness about a special event.
Promotional Email
These types of marketing emails are very common and tend to be general in nature and addressed to many people. They are usually used to maintain awareness and can tempt new products and services.
Email survey
Feedback from customers is one of the best tools for business. Sending out these emails communicates to your customers that you value their opinion and want to create an experience, product, or whatever else you have to offer that they will enjoy. Businesses can also take feedback from these surveys and apply it to their offerings, creating products that are expected to be better.
Seasonal marketing emails
Many companies take advantage of the holiday season or special occasions to reach their customers and prospects with information about upcoming sales and promotions. They are often associated with holidays such as Christmas, Valentine’s Day, Mother’s day, and father’s day.
Email marketing Tips
Quick tips for building your email marketing list
But how do you build an audience of people to send emails to as part of your internet marketing efforts? There are several ways, and they all have to do with treating your customers correctly, taking into account marketing best practices.
Don’t buy an email list. Many email marketing companies have strict permission-based policies regarding email addresses, which means sending to purchased lists is prohibited. Instead, concentrate on encouraging people to opt-in to receive messages from you by using a lead magnet. You can offer a discount on your customers ‘ first order when they sign up for your email list through a special signup form. Or maybe you can offer new customers free shipping on their next order—or give them a chance to win a prize when they join your list. Here are some more tips to help you build an email list.
Be aware of national (and International) email regulations. Make sure you comply with applicable legal and statutory requirements in your region when sending automated emails, such as the CAN-SPAM Act in the United States, The Canadian Anti-Spam Law (CASL), or the General Data Protection Regulation (GDPR) in the European Union for the handling of personal information. The rules are based on your location and the location of your customers, and you are responsible for knowing which laws apply to you.
Use email to have conversations with your customers. Email is a great marketing tool, but it can also help your business in other ways. Consider taking an occasional break from your regular marketing content to send out surveys, tell customers how much you appreciate them after buying from you, follow up after an abandoned cart, or simply say hello. Not only does it give your audience the opportunity to give you valuable feedback, but it also allows them to gain more insight into the person behind the business.
Send only when you really need it. Once someone trusts you with their email address, don’t abuse that trust. Flooding your audience’s inboxes with excessive emails will cause them to lose interest or unsubscribe altogether. Focus on sending them relevant and interesting messages about things they like, and they will be loyal for a long time.
Email marketing FAQ
How to get started with email marketing?
How important are email Subject Lines?
The subject line is very important! A bad subject line can cause your email to go to the spam folder. If it is not interesting, it may not attract the attention of the reader and be removed even before opening. The subject line should make the reader want to open and read the email.
How do I connect with my audience?
The best way to connect with your audience is to create an email campaign that has value. Cost savings, new products, new services, and product benefits show readers that the email is of value to them, and they should keep reading.
Email marketing is a great way to keep your business in mind by customers and prospects so they don’t think about your competitors. If done right, your email marketing campaign can show great success and lead customers to action, which is what all businesses want when developing their campaigns.
Related concepts to explore:
Email campaign tips
How to create an email list
Digital marketing
Email automation
Marketing automation
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