The Role of Email Marketing in a Digital Marketing Strategy
If your business has a great website but struggles to convert visitors into loyal customers, despite trying various tactics, it’s time to discover the power of email marketing in your digital marketing strategy.
With email marketing, you can send personalized, targeted messages directly to your audience, increasing the chances of engagement and conversion.
By building relationships, raising brand awareness and driving sales, email marketing can be the missing piece in your digital marketing puzzle.
The Importance of Email Marketing
Email marketing is one of the most effective digital strategies in marketing, which involves sending emails to your potential and existing customers.
Through email marketing, you can engage people who are already interested in your product/service; they have given you permission to appear in their inbox and you don’t have to chase them around the universe.
Effective email marketing converts prospects into customers and builds your loyal community over time.
Regardless of the popularity of social networks, email marketing is still the best way to nurture your leads and convert them into customers.
There are many reasons why email marketing should be a priority for every business, but these are the 3 most important:
1. Email is the number 1 communication channel.
Did you know that even 91% of Internet users check their emails on on a daily basis? This is not a statistic that applies to other communications as well channels.
2. You own your list.
Social media platforms can be unpredictable, with accounts and all their associated fans and posts subject to suspension or deletion without warning. On the other hand, an email list is something that you have complete control over, and it’s an asset you can always rely on. Your email contacts are yours to keep and no one can take that away from you.
3. Email has the best ROI
Email marketing has a high return on investment. According to the Direct Marketing Association, email marketing has an average ROI of 4,300%, which is much higher than other marketing channels.
Benefits of Email Marketing
- Building brand awareness
It can be used to build brand awareness by sending regular emails to a mailing list, which can keep subscribers informed about a company’s products, services, or industry news. - Driving website traffic
It drives website traffic by including links to a website or landing page in email messages. - Retargeting
Email marketing can be used for retargeting by sending targeted emails to specific groups of people based on their actions or behavior. - Measurable results
It allows businesses to track the performance of their campaigns, which can help them fine-tune their strategies and improve their results over time.
How to Measure the Effectiveness of Your Email Campaigns
There are several statistical parameters that are commonly used to measure the success of an email marketing campaign. Some of the most important ones include:
- Subscribe rate (who signed up)
- Open rate (who opened)
- Click rate (who clicked on the link)
- Unsubscribe rate (who unsubscribed)
- Bounce rate (who bounced)
- Delivery rate (to whom the email arrived)
The Difference Between Email Marketing and Newsletter
It is not unusual that email marketing and newsletter are often put under the same term.
But that is not correct, so let’s clear that up.
Email marketing and newsletters are similar in that they both involve sending messages to a list of email addresses. Still, the main difference between email marketing and newsletters is the focus.
Email marketing typically focuses on promoting a product or service and driving sales. The messages may include special offers, discounts, or promotions. Email marketing campaigns are often designed to convert recipients into paying customers, and they may include calls to action (such as “buy now” or “learn more”).
On the other hand, newsletters are more focused on building relationships and providing value to subscribers. They often include industry news, company updates, and educational or informative articles. The main goal of a newsletter is to keep subscribers engaged and interested in a company or organization.
The most important thing to remember is that email marketing is hot, targeted sales and newsletter is cold, delayed sales.
Best Examples of Email Marketing
- WELCOME EMAILS
Welcome emails are a great way to introduce yourself and start building a relationship with your new subscribers. They can be personal and friendly, which can help to build trust and increase engagement.
They have an average open rate of 50% higher than other types of emails. New subscribers are more likely to open and engage with your welcome email than with other types of emails.
Also, they can be used to provide new subscribers with valuable information, such as a discount code or exclusive content. This can increase engagement and encourage repeat business.
2. REMINDER EMAIL
Sending a reminder email based on a date is a great opportunity to not only deliver a timely message to your customer but also keep them buying your products and services over time.
You can collect relevant information about your customers, including the purchase date. then you can use the purchase date to automatically trigger a reminder email, for example, six months after the product was purchased to schedule the first service appointment.
3. BIRTHDAY OR ANNIVERSARY EMAIL
By wishing your customers a happy birthday, you are showing them that you care about them and their interests. This can help increase customer retention and loyalty. You can also include some special promotions or discounts to drive more conversions.
4. REVIEW & TESTIMONIAL EMAILS
Asking for testimonials and reviews in emails can be a cost-effective way to gather customer feedback without needing expensive surveys or focus groups to help you improve your products or services.
What is most important, it can increase customer engagement, as it makes them feel valued and important to your business.
5. ABANDONED BASKET EMAIL AND RETARGETING
These emails are an effective way to recover lost sales and can be used to encourage customers to return to the website and complete their purchase. They can be personalized to include the items that the customer left in their cart and any relevant discounts or special offers that may be available.
Additionally, these emails can include a direct link to the customer’s abandoned cart, making it easy for them to pick up where they left off. They can also include a call-to-action (CTA) to encourage the customer to complete their purchase.
Best Time to Send a Marketing Email
The optimal time to send marketing emails is during the middle of the workweek, specifically Tuesday, Wednesday, and Thursday, in the early morning hours between 9 and 11am. This is when individuals are most likely to be checking their emails as they begin their workday.
Conversely, it is not recommended to send emails on weekends as people tend to be less engaged with their inbox during leisure time.
Before you Click The Button SEND:
- Be sure to write all your information correctly, such as “from” and “reply” address
- Check the footer
- Do a responsive check (how your email looks on mobile phones)
- Send yourself a test email
To Sum Up
Email marketing is a crucial aspect of any digital marketing strategy, as it allows businesses to reach their target audience in a cost-effective and personalized way. With an average ROI of 4,300%, it offers one of the highest returns on investment compared to other marketing channels.
It allows for targeted and personalized communication, which can increase the likelihood that recipients will engage with the content and take action.
Some best examples of email marketing include: sending personalized welcome emails, abandoned cart emails, anniversary emails, win-back emails and reminder emails for appointments, payments or subscriptions.
It is that simple: Emailing is the best way to sell online.
