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Email marketing: What it is, how to use it, and when.

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This article aims to give you the foundations of email marketing for laymen.

Entrepreneurs are increasingly using email marketing incorrectly and inadequately, which can cause serious technical issues for corporate email.

Here’s an article on this topic that will give you a better understanding of the potential benefits this tool could bring to your company.

What is Email Marketing?

Let’s begin with the ABC or, rather, understanding “What Email Marketing is”

From Wikipedia:

Email Marketing is a form of direct market that uses email to communicate commercial (and not-commercial) messages with the public.

Email marketing can be defined as any email sent to customers (or potential customers) that is in general terms. This term is often used to mean:

• E-mails are sent to customers to improve the company’s relationship and encourage loyalty.
• Emails are sent to acquire new customers and convince existing ones to purchase something.
• Adding line-ins to email messages sent from other companies to customers.

Both in the United States, Europe, and emerging economies, companies are increasing their investment in email marketing. This is often used by non-profit and public organizations.

Email Marketing is the best web marketing tool for the highest ROI

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Let’s focus on the Wikipedia excerpt in its final sentence: Companies in the United States, Europe, and emerging economies are investing more in e-mail marketing

This shows that email marketing DOES it is THE web marketing tool that DOES THE MOST.

This graph is the result of an American company survey that was conducted in 2014. The question: “How would you rate these channels in terms of return-on-investment?”

Email Marketing was ranked first in the survey with 68% of respondents rating their ROI from email marketing activities as Good (46%) or Excellent (22%) respectively (in the second place of the SEO survey).

These data should be clear that this tool is not to be underestimated.

Advertising is not just harmful, but the user also conducts active searches. This is why Google has higher conversion rates for investments.

But, this is not the case in the Display Network. In this instance, the user simply finds the banner advertising on the site he’s currently visiting and does not need to do an active search.

This is why conversion rates are lower than traditional text ads.

Who is Email Marketing For?

Web marketing is not a one-size-fits-all field. There are no universal promotional tools that work in all cases. However, this exception is a good example.

Email Marketing is for everyone

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Email marketing is an exception to the rule.

This web marketing tool is more suitable than any other and is therefore ideal for all kinds of companies.

This statement can be easily answered in daily life. People ask for the email address, the grocery store, the pet shop, or the supplier company. Sometimes, even their favorite restaurant.

It is because email marketing allows you to have the closest contact possible with your customers (or potential customers) by simply entering their mailbox. This creates a communication relationship that is “one to an exclusive one that cannot possibly be obtained in any other manner.” If EXPLOITED WELL is the one that gives the best results.

Email Marketing Objectives

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It should now be obvious what email marketing is and the reasons why it’s important to use it in your company.

What goals should an email marketing campaign accomplish?

Each company has a daily goal to sell products or services and to connect with customers.

Our experience shows that the main problem with selling is that the company often meets potential customers at a time when they are not ready to purchase.

They may like the seller or the company, and they trust you. However, when you contact them for any reason, the potential client IS NOT CONDITIONED to buy your product or service.

What happens in cases like these? Sometimes it takes months or even years before the customer is ready to purchase. In the meantime, you have never been in a position to build a relationship with him. He ends up switching to a competitor because he appears at the right moment without calling you. This happens all the time, and probably it has happened to you.

What role does email marketing play in this process?

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Email Marketing is an important part of this process. It establishes a constant CONNECTION relationship with the customer and keeps the company’s memory alive until the customer is ready to buy.

This method has the advantage that we don’t have to call back so many times. It also saves us time and money by not having to spend too much on in-person meetings.

You can establish a relationship with customers by getting their email addresses.

Please Note! Please note that all of the information provided herein only pertains to email marketing done in the RIGHT manner.

The right way is to not send 1000 newsletters with EXCEPTIONAL deals, DISCOUNTS, and PROMOTIONS that contain the constant message “BUY”, BUY and BUY”. These newsletters and this kind of email marketing DO NOT work.

This topic is the subject of an entire article, “How to Write a Successful Newsletter “.

This article explains that an email marketing campaign must have an editorial plan. It should include VALUABLE CONTENT to be read by the user.

To be clear, valuable contents are NOT:

• Special offers
• The discount proposal
• Your product or service’s characteristics should be presented.

Value contents include, for example:

• Guides for solving common customer problems;
• Get FREE, practical advice on how to tackle an exercise;
• Define the criteria for choosing a supplier or buying a product.
• Information about the industry that your company can or has solved

Here are some examples of value content:

• You can find Roberto Boscia’s article at this link. He is a pharmacist who explains how to treat headaches without taking any medication.
• This article is by Patrizia Parca, a logo designer. She explains why it’s wrong to create a logo without having clearly defined the company strategy (and thus gives useful advice, apparently against one’s interests);
• You can also consider the articles here. We try to offer advice to entrepreneurs about how to manage their online presence without ever offering our services directly.

This is how you can build trust and rapport with your audience by regularly sending them newsletters that contain useful and valuable content. They will be able to recognize when you send them an email from your address. You will be able to create a continuous and ongoing connection with your audience without selling anything.

It is essential to mention the technical requirements required to properly manage email marketing activities.

I shared some tips in the article “How you can avoid ending up SPAM “. Without getting into too many technicalities, I will focus on the most important aspect.

You must have a tool for PROFESSIONAL email marketing if you want to be successful in your endeavors.

Don’t try to improvise using DIY tools or the thousands of online tools. Do not send Thunderbird or Outlook newsletters from your computer using Outlook.

You can spend a few euros on a professional service (we suggest Get response) to protect yourself from the most common threats. These include having your newsletters go into SPAM boxes and not being read by anyone, or worse, having you be reported as SPAMMER and blocked the company’s e-mail address (and sometimes have serious problems sending corporate email).

Email marketing can be compared to an exceptional INGREDIENT in a recipe. However, must also include other “gears to make it work well…

If your online presence (or almost non-existent) is not there, you cannot do email marketing well. ).

Writing valuable content for your subscribers is the only way to succeed in e-mail marketing.

E-mail marketing is not possible if this tool is used in isolation from a more comprehensive communication strategy.

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