Email Marketing, A Brief Introduction

“The sending out of email communication, in bulk, for which you are hoping to achieve a specific, useful outcome” -Trevor Goss of Varsidee

When done well, it can be an incredibly effective tool for selling and promoting a product or service. An email is collected through a purchase or through a subscription box on a website. Regular emails are then sent to the former or potential customer.

These emails range from news/newsletters, promotions, discount codes, to relevant content. It’s a great way to keep the customer base informed and pushed further through the marketing funnel.

What are the qualities of a great email?

It has to be relevant. You can’t have someone buy a bottle of wine from your winery website and then send them a blog post about Obamacare. An example of relevant content, in this case would be to send your customer a holiday discount code for their next purchase or a news update about a new wine release.

It has to be engaging. Make it concise and easy to read. Having well-designed email will speak to your branding and including great content will help you avoid being caught in spam filters and perhaps more importantly be effective in converting your recipient to your desired objective.

Have a clear objective. If your goal is to have a customer buy, have a very clear CTA leading them directly to the product or service your selling. If your goal is to keep them informed, your CTA could be to have them connect with your company on Social Media. Always have a plan and strategize accordingly.