Email marketing is a form of direct digital marketing where businesses, organisations, or individuals use email to communicate either with other businesses, organisations, or individuals, or to communicate with their own customers, market members, or subscribers. The purpose of this type of marketing is to build relationships with current and prospective customers, build trust and loyalty, increase brand awareness, promote products and services, and generate leads and sales.
Email marketing is also among the most cost-effective methods of digital marketing today. Unlike some other digital marketing channels, such as pay-per-click advertising, email marketing is often low-cost and can reach a large number of people in a short space of time. Additionally, with email campaigns, the recipient can decide to open or not, making it one of the most focussed advertising strategies available.
Getting started with email marketing
Before venturing into email marketing, it is important for businesses or organisations to set up the following:
• Strategy: The email marketing strategy should be based on an understanding of the target audience, objectives of the campaign, and the products or services being offered.
• Design: Email design should be up to date with modern standards, be easy to read and aesthetically pleasing. Free email templates are available from many companies, or you could ask a professional to design one specifically for you.
• Copy and Tone: This includes content and the language and tone used to engage with the target audience. The content of the email should be factual, as well as educational. Additionally, the tone should be inviting and should focus on the benefits to the customer.
• Lists: You will also need to create email lists that are segmented based on the customer’s buying behaviours.
• Testing: Email testing is essential before the campaign is sent out. Tests are used to measure the effectiveness of the email and may include checking the email on various browsers and devices, such as desktop, tablet, and mobile.
• Measurements: Tracking and analysing email statistics is a great way to understand how your email campaigns are performing. Metrics may include open rates, click-through rates, and other important measures of success.
General Guidelines and Best Practices
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• Personalise the message: Addressing the customer by name, selecting the correct gender, or using the customer's purchase history as part of the message.
• Use a descriptive and witty subject line: This should be short and captivating to pique the reader's interest.
• Include a pre-header line: A pre-header line summarises the email's contents and can entice the reader to open it.
• Offer something of value: The customer should benefit from the email, so this could be in the form of discounts and offers, free content or information, or advice.
• Use plain-text emails: The emails should be readable and clutter-free.
• Set timing of emails: Time emails to suit customers' needs and expectations. For example, sales emails could be triggered when a customer has been inactive or overdue for a renewal.
• Monitor results: Ongoing monitoring of email campaigns is wise, as it enables companies to quickly identify errors or opportunities to improve and make changes to the email content and format.
• Crafting the perfect email: To craft the perfect email, ensure that the copy is enticing and conveys the value proposition clearly.
• Consistency: Maintaining consistent branding, language and tone of voice is essential to building trust and loyalty.
Conclusion
Email marketing is an effective and cost-efficient way to reach out to powerful audiences, build relationships and increase sales. With effective preparation and following the general guidelines and best practices outlined above, businesses should be able to successfully implement an email marketing strategy.
