How email marketing works
When to use email marketing
The benefits of email marketing
How to create an email marketing strategy
Email marketing is an effective way to build an owned audience that gets results. Many people have come to believe that email marketing is an old-fashioned way of marketing, but we are here to tell you: Email marketing isn’t dead!
In fact, it’s one of the few marketing channels you can use to build an authentic connection with the humans that keep your businesses alive.
Your customers don’t give their information lightly, and — if used right — email marketing can be both a relationship-building and profit-building tool. Use email to build upon an existing relationship with your subscribers and leads by providing relevant, valuable information that will help them take action on their goals.
That’s right, email marketing isn’t just about you, or your company. It’s about your customer.
How Does Email Marketing Work?
Email marketing is the process of targeting your audience and customers through email. It helps you boost conversions and revenue by providing subscribers and customers with valuable information to help achieve their goals.
When to Use Email Marketing
There are many ways to use email marketing — some of the most common including using the tactic to:
Build relationships: Build connections through personalized engagement.
Boost brand awareness: Keep your company and your services top-of-mind for the moment when your prospects are ready to engage.
Promote your content: Use email to share relevant blog content or useful assets with your prospects.
Generate leads: Entice subscribers to provide their personal information in exchange for an asset that they’d find valuable.
Market your products: Promote your products and services.
Nurture leads: Delight your customers with content that can help them succeed in their goals.
Email Marketing Benefits
There are 3.8 billion email users worldwide, so if you’re looking for a way to reach your customers, email is the perfect place to find them.
On average, email generates $38 for every dollar spent, which is a 3,800% return on investment.
Two-thirds of customers have made a purchase as a direct result of an email marketing message.
Only 20% of leads that are sent directly to sales are qualified, meaning they need to be nurtured via email and great content.
When it comes to customer acquisition, email is 40X more effective than Facebook and Twitter combined.
Perhaps the best reason to use email marketing is that you own the channel. Outside of compliance regulations, there is no external entity that can impact how, when, or why you reach out to your subscribers.
Create an Email Marketing Strategy
Each of your customers receives 121 emails every day. That means, if you don’t take the time to develop a strategy, your emails will get lost in crowded inboxes, or worse, be sent to the spam folder.
You can learn how to build an effective email strategy and send emails that people actually want to read. It just takes a plan (one that can be broken down into a few key steps).
Think of the following five steps as an outline for your email strategy.
Email Marketing Planning Template
1) Define Your Audience
An effective email is a relevant email. Like everything else in marketing, start with your buyer persona, understand what they want, and tailor your email campaign to your audience’s needs.
2) Establish Your Goals
Before you come up with your campaign goals, gather some context. Research the average email stats for your industry and use them as benchmarks for your goals.
3) Create a Way for People to Sign Up
You need people to email, right? An email list is a group of users who have permitted you to send them relevant content. To build that list, you need several ways for prospects to opt-in to receive your emails (i.e. via your website).
Don’t be discouraged if you only have a few people on your list to start. It can take some time to build. In the meantime, treat every single subscriber and lead like gold, and you’ll start to see your email list grow organically.
4) Choose an Email Campaign Type
Email campaigns vary and trying to decide between them can be overwhelming. Do you send a weekly newsletter? Should you send out new product announcements? Which blog posts are worth sharing?
These questions plague every marketer. The answer is subjective. You can start by learning about the different types of email campaigns that exist, then decide which is best for your audience. You should also set up different lists for different types of emails, so customers and prospects can sign up for only the emails that are relevant to them. This is easy to do with a CRM system (Advent Trinity partners with Hubspot. Learn why we use them.)
5) Make a Schedule
Decide how often you plan to contact your list, inform your audience upfront so they know what to expect, and stick to a consistent schedule to build trust, and so they don’t forget about you.
6) Measure Your Results
Being meticulous about every key metric will help you make small changes to your emails that will yield large results.
Remember, your subscribers want to hear from you and they want to relate to you. Be a genuine resource, and they will look forward to opening an email from you just like they would any friend of theirs.