What Is Email Marketing? Explained With Examples
A massive 49.1% of internet users between the age of 16 to 64 check their mailbox every day. And marketers just cannot let that opportunity slide.
Getting noticed is the start, and then comes the part where the audience considers your business. Email marketing offers those opportunities that you cannot go to waste.
Email marketing lets brands keep the customers updated and notified, leaving a picture of their brand at the back of the customer’s mind. So, what is email marketing exactly? What are the benefits and examples? In this article, I have provided a well-rounded explanation.
What Is Email Marketing?
Email marketing is a very capable direct marketing channel allowing businesses to stay at the top of the customers’ consideration list. Businesses and marketers use email marketing to notify customers of the latest product updates, discounts, and more.
It is a way to promote the products and services of a business and to incentivize the loyalty of the customers. Also, email marketing being a high ROI method, is one of the most considerable methods for marketing. It is a great method for lead generation, brand awareness, and building relationships with prospects and customers.
Email marketing keeps the customers engaged with the brands through the buyer’s journey. Earlier, email marketing was a mass marketing method. The modern way of emailing has shifted significantly away from that approach. Marketers are now more focused on segmentation, consent, and personalized.
The process of personally reaching out to each and every customer seems like a daunting task. However, there is automation to help you cut down on effort and time. All you need is a good email marketing plan, and you are ready to succeed in your effort.
Types Of Email Marketing
Based on the purpose the email serves to the businesses, we can divide them into different categories. Such as –
- Promotional email.
- Informational emails.
- Re-Engagement emails.
Promotional Emails
Promotional emails are often visible if you check your personal email box. This type of email is for promoting different products, services, ebooks, courses, and more. Businesses also let customers know bout different sales and discounts through promotional emails.
In a promotional email campaign, there are usually three to 10 emails sent to the customers within a week. Promotional emails also have a CTA or call to action. The CTA is used, asking the audience to make a purchase or visit the webpage or for similar reasons.
The businesses can decide on the timing for sending their emails based on their marketing rhythm.
Informational Emails
These are the newsletter you usually get once subscribed to any website or service. These emails contain new milestones reached, discuss the capabilities of the latest products, or for featuring valuable content. The newsletters are sent at regular intervals, such as weekly, monthly, or bi-weekly.
The informational emails offer marketers an opportunity to share news, new insight, thoughts, tips, and announcements. Businesses often use this type of email to announce any changes in their services or for a new product release.
Re-Engagement Emails
This is another most important type of email. It helps the brands reconnect with the customers. Sometimes customers go out of touch. That is when marketers/businesses use re-engagement emails to get in touch with customers.
Benefits Of Email Marketing
Emails are very crucial for running and growing a business into a successful one. This type of marketing serves three most important objectives; for example –
- Conversion
- Brand awareness
- And customer loyalty.
Conversion
Email marketing is known for better lead generation and conversions. When launching a sale promotion, sending an email to the subscribers has a chance to boost the conversion rate of your emailing campaign.
Generate Brand Awareness
Email offers marketers an opportunity to set up a one on one conversations with customers to help them stay updated with the latest development in the brand. A personalized message through the mail is more helpful compared to social media since marketers can see who has seen their mail.
Customers’ Loyalty
The emailing system helps drive the costumes’ loyalty at each stage of the buyers’ journey. It helps with lead nurturing, conversion, onboarding, and retention. Email marketing is a necessary tool working side by side with sales CRMs helping streamline communication.
How To Create An Effective Email Marketing Campaign?
Email marketers often diversify the way they send emails and interact with prospects or customers. Here are some examples to look at –
Drag And Drop Email Builder
The drag-and-drop builder is a way to help marketers build their email campaigns quickly. They can easily customize their campaigns. You can add or remove different elements in the mail with ease.
Responsive Templates For Emails
When the email templates look great, the prospects are bound to open them irrespective of their screen size. That is why keeping a rich template library always helps.
Segmentation & Personalization
Segmentation and personalization of the emails are important when it comes to tailoring content based on the needs of the subscribers. Once you segment your audience, you will be able to manage your email lists even better.
Companies That Rely On Email Marketing
Almost every company may use email marketing, but it is most commonly used by e-commerce stores in both B2B and B2C concepts.
Many marketers are aware that email marketing remains one of the most profitable channels, but the issue is most emails are really badly written. In fact, 70% of emails are called spam.
Can you simply scroll through each of the messages in the “Promotions” section of your own email inbox? How many of those emails have you ever opened? How many of them do you really think contain information that is actually beneficial to you?
The best emails have a sheer personality to them. Here are a few good examples of email marketing.
The Clymb
The Clymb is a popular fitness, e-commerce, and adventure retailer that offers outdoor clothing brands at relatively low prices.
They sell gear for a number of different outdoor sports like surfing, skating, camping, fishing, and climbing.
The email newsletter of The Clymb consists of newer content on their website. Initially, they used to send their entire website to each of the subscribers in their list. But to generate more engagement, they decided that they would customize their emails based on the unique customer needs.
Using the data they gathered about their subscribers, The Clymb changed the entire template to exhibit content that is based on the gender of the customer. They also altered the size so that the more interesting content would appear larger.
Marriott
Marriott International is among the major hotel chains that function under a variety of brands. The key customers of Marriott are those individuals who travel quite frequently for business.
Their biggest challenge, as per studies, was to become the world’s top-ranked travel company. They wanted to capture the new travelers within their rewards program to keep them attached to the Marriott brand in the long term.
Most business emails, especially the ones from hotel chains, are highly promotional; they offer incentives or discounts to book rooms with them or inform you about a new offer they have at a specific location.
Marriott wanted to make a distinct approach. They used up all the data that they had collected on the customers over the years and presented it in an entertaining and interesting “Year In Review” email.
Apollo Education Group
Apollo Education Group is a renowned education company that is backing some of the major online schools, like the University of Phoenix.
Because they are such a big organization, they were using a very IT-intensive service provider to send out all of their emails. As the email marketing technology was so intricate to use, they were not successful in setting up even the basic lead-supporting programs without infusing key resources into it.
Frequently Asked Questions!! (FAQs):
Here are some popular questions and answers related to email marketing. I think you will find them useful.
Ans: Here are the four types of email marketing you need to know –
• Email Newsletters.
• Retention Emails.
• Acquisition Emails.
• And Promotional
Ans: Here are the five different steps of email marketing.
• First, understand the audience and segment them.
• Create your marketing goals.
• Make sign-up forms and capture data.
• Consider how frequently you will send the emails.
• Choose the proper time for scheduling the emails.
Ans: Here is the 3 rule of emailing — “If you cant complete an email conversation within three emails, then it should shift to a more personal platform.”
Final Words
Email marketing works for both B2B and B2C marketing. Most recognized businesses use email marketing to generate leads, convert them, and increase sales. The high rate of ROI makes it one of the most considerable mediums.
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Shahnawaz Alam
Shahnawaz is a passionate and professional Content writer. He loves to read, write, draw and share his knowledge in different niches like Technology, Cryptocurrency, Travel,Social Media, Social Media Marketing, and Healthcare.