Email Marketing, How Does It Work?
Imagine you could reach your customers and potential customers directly? What if you could reach out, grab their attention, and pop up on their radar on a regular basis?
One of the most effective ways to get in front of your customers and potential customers is through email marketing. But what is email marketing?
It is very simply, sending emails to a group of subscribers about you, your products, special offers, helpful information, blog post updates, and the like. The purpose of email marketing is to make sales and grow brand recognition.
There are almost 2.5 billion emails users worldwide. Who doesn’t have an email address?
And the great thing about email, is that most people check their email more than once a day. They check email in bed, watching television, waiting in line, at work, and anywhere they take their phones.
Email marketing gives you a direct line of communication to your subscribers that doesn’t require them coming to you. No more hoping customers stumble upon your website or your social media pages. Instead, your promotions pop into their email box. And, even if they don’t always open the emails, they are seeing your brand name.
Email marketing is the most cost-effective way to build brand loyalty and grow your business. For a relatively low investment, you can send emails through an email marketing service and get instant feedback about who is reading your email, how many people opened your email, where people clicked with they opened your email, and so much more. The analytics are astounding!
When you leverage the information you receive through analytics, you can then change subject lines to grab people’s attention, modify your content, and make any number of changes to your next email in order to get more engagement.
If you were to actually mail promotions through the postal service, you would invest more dollars and the frequency of mailings would be limited. Plus, you wouldn’t receive analytics to help improve in the future.
Effective email marketing can’t be done using your regular email client. Email clients (like Gmail, Yahoo, or Hotmail) have limits on the number of people you can email at one time. Plus, a regular email client will not provide you with analytics.
To begin an email marketing program, sign up with an email marketing service. Most services allow offer a free plan. Each service is a little different, but anticipate paying more based on the number of subscribers on your list.
Some of the most well-known email marketing services include:
Best Practices of Email Marketing
While email marketing is fairly easy to set up, it can lose its effectiveness if you don’t use it correctly. It takes less than a second for someone to decide if they will invest time in your marketing email. It will take you far longer to create an email campaign that others consider worthwhile, but your investment can pay huge dividends.
Cultivate your own lists. This one is huge. It’s bad practice to buy lists. You will quickly discover your email campaigns are going to spam folders if people haven’t signed up to receive them. There are a variety of ways to grow your list, some of these ways include: Offering freebies if someone signs up for your email list, taking sign-up sheets with you to events, and promoting the sign-up form on your website.
Develop a consistent email design and stick with it. Branding and visuals are everything – even if your brand is minimalistic. A consistent design gives readers something they can count on. Part of your design must include a standard, recognizable header that includes your logo.
Use catchy subject lines. The subject line of an email is the number one determiner of email campaign opens. It will take time and watching analytics reports to learn what works for your brand and your subscribers. Start by keeping the subject line simple and grow from there!
Provide useful information on a regular basis. Just like you need to provide a blog with interesting information, your emails need to do the same thing. If your email campaigns don’t offer helpful information (sales promotions count – people love a good deal), subscribers will stop investing their time on future emails you send. They may even unsubscribe.
Always include a Call to Action. Tell your email readers what you want them to do and make it easy. Use photos, buttons, and links (more than once in each email) to drive traffic to your site or your promotion page.
I hope you’ve found this article useful. If you have any questions about email marketing please drop me a line either in the comment box below or email at firstname.lastname@example.org
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