Beginners Guide To Email Marketing In 2024
Email is a really old way of talking online, but it’s still one of the best ways to sell things on the internet. Even though there are newer ways to talk to people online like social media and live chat, email is the most popular with over 4.5 billion users. Plus, for every dollar spent on email marketing, you can make $36 in return. That’s why every marketer should use email as a tool to sell things.
Email marketing is considered the most powerful way to market products, surpassing social media, SEO, and affiliate marketing. Despite the excitement around newer channels, why does this old method remain one of the most successful marketing strategies?
The enduring success of email marketing, despite the buzz around newer channels, can be attributed to the widespread and consistent use of email by people. Even with the emergence of various platforms, a large portion of the population remains active on email. Therefore, the effectiveness of email marketing persists because it allows businesses to reach and engage with their audience effectively, as people continue to rely on email for communication.
Getting Started with Email Marketing
Email marketing is a way for businesses to send lots of promotional messages to people. It’s commonly used to boost sales by sharing special offers, building relationships with potential customers, or making content marketing more effective.
If you check your email right now, you’ll likely find that a significant portion of your messages are examples of email marketing, similar to these ones:
Is Email Marketing Old-Fashioned?
Even with the popularity of social media, email is still more widely used. After all, there’s no point in marketing to someone if they’re not using a particular platform.
Statistics reveal that the majority of people actively use email, and this number continues to grow each year.
How did email marketing begin?
Email marketing began in 1978, seven years after the first email was sent. Marketing experts saw the potential of promoting businesses through email, even though most people didn’t have internet access at that time.
Surprisingly, the first marketing campaign involved a professional who sent promotional emails to 400 businesses. This effort resulted in over $13 million in sales, marking the successful start of email marketing.
While email marketing has evolved over the years, its fundamental effectiveness has remained constant. It worked well in its early days, just as it does now, proving that its success endures because it gets results.
How do email marketing campaigns work?
Email marketing campaigns operate by targeting a specific group of people, the company’s chosen audience. Before launching a campaign, a business must define its email marketing strategy, including identifying the target audience. It’s possible to have multiple target audiences, and a larger audience is generally beneficial. After pinpointing the target audience, the marketing experts can develop a customized strategy.
Newsletters serve as an effective email marketing strategy, providing engaging and valuable information aligned with the interests and preferences of the audience. Once the email campaign strategy is set, the company utilizes email marketing software to implement the campaign and reach potential customers. Despite its apparent simplicity, successful email marketing campaigns demand careful thought and planning.
Understanding the Basics of Email Marketing
Before delving into the strategies for building and leveraging email marketing, let’s go over the fundamentals. These tips will help you make the most of your email marketing campaign, which we’ll explore in more detail next.
1. Stay Human: Email marketing is widely used and competitive. Connect with your users by addressing them personally, using their name, and showing the human side of your brand.
2. Use Engaging Titles: But Be Genuine: Catchy subject titles are essential for increasing email open rates, but ensure they are relevant and not misleading. If users feel deceived, they may unsubscribe or mark your message as spam, affecting deliverability.
3. Keep Messages Short: Since most emails are read on mobile devices, keep your content brief and to the point. If you have a lot of information to share, direct users to a blog post or landing page.
4. Incorporate CTAs at the Beginning and End: Just as landing pages feature Calls-to-Action (CTAs) prominently above the fold, apply a similar approach in emails. Include impactful CTAs after the initial paragraph and again at the conclusion.
5. Obtain Permission and Fulfill Promises: Avoid purchasing email lists, as it is often illegal and unlikely to yield a return on investment. When offering deals or valuable content, ensure you provide high-quality content or offers to build trust with your audience.
Keep in Mind: You’re a Visitor in Their Inbox
People face constant interruptions, pitches, and ads everywhere they turn. While you might believe your email is unique, to the reader, it’s just one among many—and not necessarily in a positive way.
That’s why good manners matter.
Entering someone’s inbox is akin to being invited to their home for dinner. If they request you to remove your shoes, you do so respectfully.
Extend the same courtesy to their email inbox. You’re a guest they’ve welcomed into their lives, and they can ask you to leave at any time. So, maintain your best behavior and remember—you’re a guest in their inbox.
How Does Email Marketing Work?
Email marketing is a highly effective strategy, primarily due to its intuitive nature and the ability to automate processes. This versatile tool not only stands on its own but also complements various marketing initiatives such as lead generation, sales, and content marketing.
For a successful email marketing campaign, three essential elements are crucial:
1. An Email List:
An email list serves as a valuable database comprising subscribers who have willingly opted to receive communications from you. This list forms the foundation for engaging with your audience through email campaigns.
Building an email list can be achieved through various methods, and one of the simplest approaches is to create a lead magnet, also known as an offer. This involves providing something of value to your target audience, such as a coupon, in exchange for their email addresses. This incentive encourages individuals to willingly share their contact information, helping you grow and expand your email list.
2. Email Service Provider (ESP):
An Email Service Provider (ESP), also referred to as an email marketing platform, is software designed to handle and organize your email list. It not only aids in managing the list but also facilitates the creation and execution of automated email campaigns.
Utilizing an ESP enables you to set up automatic triggers based on your audience’s actions. For instance, you can send a reminder if a user adds items to their cart but doesn’t complete the checkout. These triggers enhance personalization, leading to improved engagement and higher open rates.
3. Clearly Defined Goals:
Email marketing is a versatile tool that can help you achieve various business objectives, including:
– Driving sales
– Boosting brand awareness
– Generating and nurturing leads
– Keeping customers engaged
– Increasing customer loyalty and lifetime value
For a successful email marketing campaign, it’s crucial to align your email list, ESP (Email Service Provider), and goals. Here’s a step-by-step approach:
– Segment Your Email List: Divide your email list based on subscriber demographics or actions.
– Create Targeted Emails: Develop an email or series of emails designed to prompt the desired action (your goal).
– Utilize ESP Automation: Use your Email Service Provider to automatically send emails and monitor the campaign.
Advantages and Disadvantages of Email Marketing:
Just like any marketing channel, email marketing has its pros and cons. Let’s briefly explore some of the more significant ones:
Advantages of Email Marketing:
– Cost-Effective: It’s a cost-effective way to reach a large audience.
– Personalization: Allows for personalized communication with subscribers.
– Measurable Results: Provides metrics to track the success of campaigns.
Disadvantages of Email Marketing:
1. Risk of Spam:
– Emails can be marked as spam, impacting deliverability and potentially harming your sender reputation.
2. Overwhelmed Inbox:
– People receive numerous emails daily, making it challenging to stand out and capture attention.
3. Design Challenges:
– Email content may render differently across various email clients and devices, posing design challenges.
4. List Fatigue:
– Over-emailing or sending irrelevant content may lead to subscribers disengaging or unsubscribing.
5. Dependence on Email Service Providers:
– Relying on third-party email service providers means being subject to their policies and potential service interruptions.
6. Privacy Concerns:
– Heightened concerns about privacy and data protection may make individuals hesitant to share their information.
7. Constant Adaptation:
– Email marketing strategies must evolve to align with changing regulations and technological advancements.
While email marketing offers numerous benefits, being aware of these challenges helps marketers develop strategies to mitigate potential issues and maximize the effectiveness of their campaigns.
Email Marketing Examples
Let’s explore a couple of email marketing examples for inspiration:
– Subject Line: “Getting Low On Wellness?”
Teaonic, an e-commerce brand focusing on organic and healthy teas, uses a subject line that sparks curiosity and addresses a potential need for wellness. This approach encourages recipients to open the email to discover how Teaonic can fulfill their wellness needs.
This email gets several things right:
1. Great Subject Line:
– The subject line is effective because it addresses the target audience’s primary concern, which is improving their health. This direct approach is likely to grab the attention of individuals interested in health-related products.
2. Leverages Color Psychology:
– The use of bright and warm colors in the email taps into color psychology. These colors often evoke feelings of health, happiness, and positivity, aligning with the theme of the product and creating a visually appealing experience.
– Timing is crucial in email marketing, and this email is well-timed. It targets individuals who have previously purchased the product and is sent when the customer is likely to run out of their supply. This strategic timing increases the chances of the customer making a repeat purchase.
By combining a compelling subject line, effective use of colors, and a well-timed message, this email is designed to resonate with the audience and encourage continued engagement with the product.
This example demonstrates how effective email marketing involves not only providing valuable content but also crafting engaging subject lines that prompt recipients to take action.
Bluehost, famous for its hosting services, now has a new tool called the Website Builder. The subject line says, “Bluehost’s new Website Builder makes building simple.”
- Highlights Advantages, Not Features: Talking about the benefits makes the writing more persuasive.
- Neat Appearance: The straightforward design makes the email look nice and simple to understand.
- Smart Aim: Bluehost understands its audience, mostly small business owners with limited technical knowledge. The email uses language that resonates with this group.