Email marketing is a digital marketing strategy that involves the use of email to promote specific products, special discounts, or other services to a targeted audience.
Email marketing aims to reach a mass quantity of leads or clients with little inversion.
With these emails you are persuading your leads or clients to take a particular action, you will also be building brand awareness and customer loyalty. With a good email marketing strategy, you will ensure to stay in your clients’ minds.
We’ve all seen these emails pour into our inboxes, so we know that the beauty of email marketing is that (generally) the messages will be tailored and target your specific needs and interests.
By using email marketing you can guarantee a more personal touch than you would with social media publicity. It offers a much better chance that your lead will be enticed with personalization, rather than just scrolling through their feed and not seeing anything that applies to their needs.
History of email marketing
Email marketing has been around since the early days of the internet and has since then undergone great development.
During the 90s companies started gathering email addresses to contact leads and clients with promotions and newsletters, although it was a primitive version.
Since then, marketers began to see the real potential email had and started adjusting and designing messages more appealingly, with stronger CTAs and visuals. Aside from that, automation and segmentation made their appearance, allowing a much more targeted and personal approach in all of their campaigns.
Today email marketing has been fully adapted to the modern customer. Emails can be read on phones, tablets, and computers. They are highly targeted and personalized. Not only that but there is full integration with social media, allowing multichannel campaigns which benefit both marketers and customers.
Types of emails
Email marketing is so much more than simply sending mass emails albania phone number list saying, “Hey, this is our product. Go check it out”. There is a large range of marketing emails that are dedicated to specific situations leads or clients may be at.
Promotional emails
When we think of email marketing, these kinds of emails are the first ones to come to mind. Promotional emails aim to announce new features, products, or services.
You can use promotional emails for “special occasions” such as seasonal events, or even upcoming birthdays. They are the perfect opportunity to engage your leads even more.
Welcome emails
These emails are typically sent to new subscribers/customers and tend to be the first contact between you and your leads.
With these emails, you’re allowing your clients to complete their onboarding in a simple way.
With these emails you can confirm successful subscription/onboarding, reassuring your new client that they will receive the service/product you provide.
They are useful to introduce yourself and let your new client know exactly what to expect for you.
Remember you should follow through with everything you’re promising, it is the only way to successfully build a solid relationship with your client.
This is a great moment for you to provide value to your new client. Let them benefit from an exclusive discount as a thank you. This will ensure loyalty and could lead to more potential clients. After all, we all like a little reward, don’t we?
Newsletter emails
These emails are sent on a regular basis to your clientele.
With newsletters, you get the opportunity to update your clients on new services or products or share experiences and uses of existing ones. Newsletters are a great way to announce launches or promotions in a more “exclusive” manner.
By sending newsletters you can establish yourself (or your company) as thought leaders, as you introduce relevant topics or members of your industry. Your clients will receive immediate value from these emails, as you are sharing relevant and valuable information in their niche.
Newsletters play a crucial role in building brand awareness, loyalty, and revenue.
Lead nurturing emails
These emails are designed to engage with leads at various stages of the buyer’s journey, providing them with relevant content and information to move them closer to making a purchase decision.
In order to correctly nurture your leads, you should make sure you’ve completed the email list segmentation correctly. You want to take into account your leads’ stage in the buyer journey, interest, demographics, and previous interactions. With proper segmentation, your leads will receive hyper-personalized emails that will move them further along the sales funnel.
In these emails, you want to provide as much value as possible. Whether you provide educational content or exclusive promotional offers, make sure they are tailored to your leads’ behavior and preferences.
Lead nurturing emails will ultimately help you drive your sales and increase revenue.
Invite emails
With invite emails, you allow your leads/clients to attend an event, webinar, program, or another activity or interaction.
These emails need a very clear and strong CTA, as you aim to persuade them to attend your event.
With invite emails, you build stronger relationships as you are asking your leads to actively participate.
By organizing this type of event you are opening the door to direct communication with your leads, therefore creating an even more personal environment.
Survey emails
Survey emails give you the chance to assess the perception of your product or service that your leads have. It gives you the perfect opportunity to run tests to see what needs to be fixed and what needs improvement.
With survey emails, you allow your leads to be involved and to give their feedback.
Difference between email marketing and cold emailing
Cold emailing and email marketing both aim to engage and nurture leads.
The main difference between them is that with email marketing you approach existing clients or leads who have expressed interest at one point, whereas with cold emailing you are contacting leads for the first time.
In email marketing, you already know your leads’ interests and, therefore, you’re able to push certain products or services right off the bat. However, with cold emailing your main aim is to build a relationship first and research your leads’ interests to ensure you are using the right approach.
If you want a more in depth analysis into cold emailing, check out our comprehensive guide.
Best practices in email marketing
Here are some tips to make sure your email marketing goes as swiftly as possible!
Craft a compelling subject line
The subject line is the first thing that will pop up in your leads’ inboxes, therefore it should be as eye-catching as possible.
Be actionable, straightforward, and don’t use more than 14 words. Make sure it’s readable on smartphones, smartwatches and tablets, as most of your leads will likely check their email on these devices as well.
