An expert guide to email marketing
One of the oldest and biggest forms of digital communication is email.
Email marketing allows for businesses to engage with their clients, increase awareness for their brand, foster brand loyalty, and encourage prospects to become paying customers.
Although email marketing may seem straightforward (and let’s face it, a bit outdated in today’s world), there is a level of skill and strategy in using email marketing successfully and reaping all of its benefits.
*Newsflash, it’s very much alive and well*
what is email marketing?
Email marketing can be defined as “a form of digital marketing that refers to the use of email to attract, engage, and communicate with potential and existing customers.”
Email marketing can serve as a promotional tool to update email subscribers on new products, discounts, and services. Or, companies can use it for educational purposes to communicate the value and benefits of their business to subscribers.
email marketing benefits
direct audience access
Email allows you to directly communicate with your customers. The messages are guaranteed to reach your intended audience. This is much more effective than social media, for example, as posting content does not ensure that the intended audience will engage with it or even see it.
control
Social media and digital advertising is a bit unpredictable. Something such as the algorithm can prevent your message from being seen. Email provides you full control over who you are communicating with and what you are communicating.
personalization
Email allows for complete personalization over what is being communicated to subscribers. An email can be tweaked for each individual client. This can include something like the client’s name, or even slightly changing the body of the email to adhere to an individual’s brand.
measurable success
Email allows you to track your success with numbers. You can measure any unsubscribes or bounces, as well as the number of opens and clicks you receive.
the essential elements of an email marketing campaign
email list
The foundation of an email marketing campaign is the email list – duh, of course. You should focus on maintaining an engaged and active list, and attracting subscribers who are truly interested in what your business provides.
email service provider
An email service provider, or ESP, is a tool designed to optimize your email marketing. It can assist with list management, data analytics, and design/automation. Whatever platform you pick can be customized to fit your brand’s guidelines, tone of voice, and more.
email examples
- Welcome Email: Welcome emails introduce your customers to your business. A welcome email should offer an enticing preview to your company’s products/services or just learning more about your company.
- Promotional Email: Promotional emails keep your audience engaged and excited about your products/services. This could include a discount code or notify customers about a sale.
- Seasonal Email: Seasonal emails add a fun and festive touch to your messaging.
- New Product Email: A new product email brings awareness to your customers and drives traffic to your company pages.
basic how to: email marketing
- Create your email list.
- Choose your ESP.
- Plan an email workflow. A workflow is a series of automated emails that are put in a certain order to guide a prospect/customer to take a certain action.
- Plan an email calendar. Plan the frequency of sending emails, as well as the dates and times.
- Write an email copy. Focus on the subject line, be clear and concise, and use Call to Actions.
- Send a test email to internal members before going to the masses
- Press send to your audience
If you want to tap into the potential of email marketing, Tric can help you. Message us to get started!