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In the rapidly changing digital landscape it is essential to continually adapt and evolve. One strategy that has proven invaluable is email marketing. Let's delve deeper into this digital gem!
Table of Content
Email Marketing Defined
Email marketing is more than just sending out random emails. It’s a well-planned, strategic method of communicating and building rapport with your customers. It involves sending out relevant engaging content that not only promotes your business but also resonates with your customers.
The Four Types of Email Marketing
There are four primary categories of email marketing:
Promotional emails: These are designed to create excitement about your products or services. They're perfect for launching new products, running sales, re-engaging clients or simply highlighting your offerings.
Transactional emails: These are the “thank you for your order” or “your item has been shipped” emails. They provide customers with important information following a transaction but can also remind clients of contract timings.
Relational emails: Designed to build and nurture relationships with your customers, these could be newsletters, updates or exclusive member offers. For newer customers or Leads your nurture emails fall into this category.
Behavioural emails: These are automated emails triggered by a customer's specific behaviour, like abandoning a shopping cart or browsing a certain product category. In the world of Intent capture your Lead Generation emails can be driven by behaviour also.
Biggest Challenge in Email Marketing
The main hurdle is making your email stand out among a crowded inbox. With a torrent of emails all vying for attention, creating engaging, personalised emails that evade spam detection is key. A digital marketing agency can help you overcome this issue. Particularly where you don’t have budget for a full time Marketing department/team.
Meeting this challenge includes maintaining an updated, high-quality mailing list and crafting engaging, relevant content. This, however, is par for the course to experienced marketing agents such as those at KulBinz.
Four Elements of a Marketing Email
A successful marketing email brings together these four components:
Intriguing Subject Line: This is your first chance to grab the attention of your recipients. Remembering that differing subject lines creates new threads. Less personal?
Personalisation: Tailoring content to meet the preferences and interests of your recipients increases engagement. Identifying those pain points?
Clear Call-to-Action: This is essential in guiding your recipients to becoming qualified and nurtured leads.
Valuable Content: An email that offers something, whether it's useful information or an exclusive deal, keeps your recipients invested. Take them somewhere though, are they to be continual readers or become leads?
Why Engage in Email Marketing? Why Not?
Email marketing offers a cost-effective method of reaching out to both loyal customers and potential leads, crucially by directly engaging with a targeted audience.
Advantages of email marketing include:
Borderless: Emails can reach audiences globally.
Cost-effectiveness: Minimal investment needed compared to traditional marketing.
Personalisation: Emails can be focused on individual customer needs and behaviours.
Analytics: You can track open rates, click-through rates and conversions in real-time.
Disadvantages of email marketing involve:
Spam: Emails may end up in the spam folder if not generated with consideration to MASS.
Design: Today emails need to render correctly on various devices and email hosts.
Mass Marketing: Another voice in the crowd. Recipients already receive a high volume of marketing emails daily. Do yours stand out or attract their interest?
Is Email Marketing Hard?
Email marketing can seem straightforward, but effectiveness relies on the quality of implementation. While initiating an email marketing campaign is relatively simple, creating personalised and high-performing campaigns can involve more thought and consideration. That's where professional expertise can make a huge difference. The most common mistakes we see, we have come to classify as MASS marketing.
Method Are you sending from the correct platform using the correct method? Cadences? Workflows? Straight email sends? Damaging your reputation?
Amount What is your sending rate? Are you putting the work in to refine your lists of recipients or are you going for the age old and often fruitless “the more the better” approach?
Style Are your emails personal or general? Are they relevant to the client's needs or even your product offering? Do they meet or identify a pain point?
Schedule When are you sending your emails? Doe it seem like they’re coming from a person or do they arrive at any time or any day, a clear indication of mass marketing.
Best Practice for Email Building - CASA
Content that offers tangible value to the recipient. Have you identified or solved a pain point?
A simple, clean design with easy-to-read fonts.
Segmented email lists for relevant targeted and personalised marketing.
Attention-grabbing subject lines. Although the first thing your recipient sees, this should be considered last, as what you end up saying may not be what you started out to write.
Measuring the effectiveness of Email Marketing
Open Rate: Shows the percentage of recipients who've opened your email. An above-average open rate indicates that your subject lines are compelling and relevant to your audience.
Click-Through Rate (CTR): Is the percentage of email recipients who clicked on one or more links within an email. A high CTR is a good indication that your content is engaging your audience.
Conversion Rate: A measurement of the percentage of email recipients who completed a desired action, such as making a purchase or filling out a form.
Bounce Rate: This refers to the percentage of emails that couldn't be delivered to recipients' inboxes. A high bounce rate could be a sign of outdated data or technical issues.
Unsubscribe Rate: The percentage of your audience who opt-out of receiving future emails. If this rate is high your content is not relevant to the audience.
Email Sharing/Forwarding Rate: This measures the number of recipients who either shared your email on social media or forwarded it to others. A powerful word-of-mouth marketing metric.
Overall ROI: This is the total return on investment from your email marketing campaign. It helps determine the profitability of your campaign and marketing spend.
Should you Employ a Marketing Agency?
Absolutely! A professional agency has the capability to maximise your campaigns, manage your email lists, ensure spam regulation compliance and save you a significant amount of time, effort and budget in employing an entire team. Choose wisely and forge a trusting relationship with your agency. You will get better results from being able to trust them with all of your goals, aims and strategies, only then can they refine and customise the marketing to truly meet your needs.
Conclusion
While email marketing might seem simple on the surface, the few main points we highlight in this Blog help to outline it’s not all MASS Marketing any more. Teaming up with a marketing agency can be a game-changer, helping you achieve your business aims without the research and time needed to achieve it. So why not let the experts work their magic while you focus on what you do best, running your business.
Starting a conversation is the first step towards identifying pain points and placing your company as the solution. Who says it can't start with an email?
Give email marketing a go and you'll be amazed to see just how far your business can reach!
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