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You Can also learn how email marketing works below (Optional Article below)
Email marketing: What it is, how it works, and what to do best
Because resources are never enough to do what you want, economics is a difficult science. Companies have to decide what investments to make. There are many marketing, communication, and commercial tools that can be used. The problem is choosing the right solution for your objectives and budget to maximize benefits and minimize costs.
While an integrated strategy that incorporates several strategic tools is certainly desirable, it is not a good idea to choose between multiple actions. It is better to evaluate their effectiveness and weigh your options carefully. Email Marketing is a powerful tool that has proven benefits.
- It is today the digital marketing tool with the highest ROI, and a return of investment of 4200% (according to DMA to the study “Marketer Email Tracker 2018”).
- Emarsys (2018) states that emails are more effective than paid search, organic search, and social media for SME customers.
What’s Email Marketing?
Email Marketing can be defined as using electronic mail to send information, news, and commercial messages to a group of email addresses. Companies that are focused on acquiring names can either own or purchase the contact list or mailing list. The own databases can be more effective than the ones purchased. In the first case, users have indicated their desire to receive e-mails or newsletters from a company. In the second, with contacts purchased, you communicate with users with certain characteristics, but there is no guarantee that they will be interested in what you are sharing. It is important to use professional digital platforms to conduct effective Email Marketing campaigns. This platform was created by and has been chosen by large and small companies for their ability to communicate with customers via SMS, Email, and Messaging Apps. Mail Up, the leader in Italy’s ESP sector, has more than 10,000 customers and 800 resellers across over 50 countries.
Why email marketing is worth it
Email Marketing campaigns are a great idea for many reasons:
- Email marketing is powerful establishes direct contact between the user and the email. Emails don’t disappear as posts on social media or search engine results. They stay in the user’s inbox until they are opened.
- Email Marketing can be flexible and customized
- Depending on your goal, you can send different types of emails: transactional emails or DEM with offers.
- Email Marketing allows segmentation
- You can divide your database into segments to send only the offers to the targeted audience. This allows you to target your messages more precisely and increases the likelihood of conversion.
- Email Marketing isn’t intrusive
- If a user gives his email address, it is because he would like to receive updates from the company. This will make him more interested in the offers that are being offered.
- Email Marketing is quantifiable
- Professional software provides useful metrics to evaluate the effectiveness of messages. This software allows companies to easily determine if their contacts enjoy the emails they send and what contents are most interesting. It analyzes open, click, download, share, unsubscribe, and unsubscribe rates.
- Email marketing is affordable
- Email Marketing campaigns don’t require a huge investment. The trust you build with your contacts will help increase conversions. Professional software allows you to track the cost of each email campaign as well as the return on your investment.
What does an Email Marketing Campaign cost?
It’s hard to determine the exact cost of an Email Marketing Campaign.
Because ROI, or the return on investment, is required to answer the question. This allows us to confidently say that Email Marketing is very affordable relative to the cost.
What is “little”? It is important to differentiate between technology and man. Let’s start with some reflections about ROI, which allows us to classify the email channel as economical.
An email has, until now, been the most effective marketing channel to generate the highest ROI (42:1). This means it generates $42 for every dollar spent. But ROI is not the only way to evaluate the cost of a campaign. Companies that employ more complicated strategies shift their focus from ROI to overall return, which should be the ultimate goal of a company.
If we only consider the ROI, then we make a mistake: The ROI of Email Marketing is so high, that it can be the sole parameter considered by companies and determines a limit on investments. When investments rise, two things occur:
- ROI falls
- Absolute returns are rising.
A company with a well-thought-out marketing strategy should be looking at absolute return increases.
- Mailing Lists: Some practical tips to make them more effective
Email Marketing is a direct communication method. It is the closest contact a company can make with potential customers or clients. Effective Email Marketing must be non-invasive. There are two ways to email marketing:
- Send emails to people who have granted permission to contact you: permission-based Email Marketing is the best way to use email to send informative and commercial communications to leads who have asked to be added to someone’s list.
- Sending mass emails to people who have not requested emails from a company is known as spam. This type of activity, along with being ineffective, can damage a company’s reputation or cause harm to a marketer.
The mailing list (or distribution list) is a list of all email addresses whose user data allows them to send communications via email.
It is difficult and time-consuming to create a list of natural contacts. However, it is worth taking the time to build a database that has a growing number of subscribers rather than buying lists from other companies. In reality, the number of conversions is not directly related to the number of subscribers to the mailing lists.
- How to increase your contact list while maintaining quality
It is important to not rush to grow your email marketing list. You also need to get their consent or comply with the GDPR (the general regulation on data privacy that has been in effect since May 2018). There are some tricks you can use to speed up the acquisition of subscribers while maintaining a high-quality lead. These are the most popular:
- Networking: You can meet new people at trade fairs, seminars, or courses in your industry, and you could be a new subscriber to your mailing list. These people should be contacted within the next few days to invite them to join your newsletter.
- Add the link to subscribe your mailing list to your signature e-mails to those sent to you by your employees
- Take advantage of physical points-of-sale: People who go into stores and purchase products are great contacts that you can use to periodically send information and offers about the company.
Delivery: How to get your emails to their destination
After you have done the lead generation, attracted the right leads, and created an email marketing strategy for your subscribers, it is time to ensure that your messages reach their destination.
Spam filters are getting more sophisticated by the day. Sometimes it takes just a few details to get caught in their networks.
These are some suggestions to increase email delivery
- Reduce the chance of your email being reported by only sending emails to people who have granted permission. Also, ensure that you send emails at the correct frequency and make it easy for others to delete your contact list.
- Pay attention to your email subject: Avoid spammers’ terms like earn Now, Work From Home, Exciting Discounts, and symbols such as $, EUR, all caps, and excessive exclamation marks and question marks.
- Proceed with authentication of their email with SPF (Sender Policy Framework), Sender ID, and Domain Keys-Identified Mail to certify both the “postman”, as well as the content.
- You should check your IP addresses’ reputation regularly. You can also check that you’re IP addresses have not been blacklisted or marked as spam by visiting net or mail–abuse. org.
Tips to increase email open rates
- Sender: It must be easily identifiable. You may want to use the name and company affiliation of someone well-known.
- Subject: It must be clear and intriguing, concerning the content, not exceeding 50 characters (so that it isn’t cut), personalized (this increases the open rate by 50%).
- Send emails at the right times and days: Some studies have shown that Tuesdays, Wednesdays, and Thursdays are the best days to email. This Kissmetric research will give you interesting tips on how to exploit users’ habits throughout the day to determine when it is best to send emails.
- Frequency: It depends on who you are targeting, what they are interested in, and what the content is. You should not send more than one email per week.
- Regularly clean up your contacts by deleting inactive contact, non-existent contacts, and spammers.
- Analyze the sending statistics for email campaigns. If the results of OR or CTR are not what you’re expected, you should change your strategy.
Email marketing works: The statistics show that it has a long lifespan. However, if you are looking to increase conversions, will help you to understand how to use it correctly. This includes profiling your contacts, creating email campaigns that target the goals you have set and segmenting your leads according to their characteristics.
It is essential to know your goal and target audience before you plan any strategy for your Email Marketing Strategy. Only then can you take advantage of inbound marketing and build a list of contacts that will pay attention to your ‘company both when it sends out a newsletter with the most recent news and when it sends DEMs featuring its most exciting offers.