Email marketing is one of the digital marketing tools that are of particular importance in content marketing.
Digital marketing professionals, whenever they want to develop a content strategy for a business, have to answer the question of what position they want to consider for email marketing.
Why is email marketing important?
An E-mail has been an essential tool for businesses since the advent of the Internet around the world. According to research, about 9.3 billion people worldwide use email. This figure increases with the increase of Internet penetration among the people. Few people are Internet users but do not have email. Some people may use email a lot less, but they still have an email that they use when needed.
Now, social media lovers, bank customers, students, and anyone using an Android or iPhone phone are somehow forced to have an email address.
You might think that nowadays, despite fast and powerful messengers, it is very rare for people to send e-mails to each other. This idea is somewhat correct; The use of e-mail for messaging and everyday tasks has decreased a lot, but e-mail is still the only official and reliable way to communicate with users. Internet brands, in particular, have made email the basis of their work.
Email and SMS are two important and formal ways to communicate with contacts that do not yet have a good alternative. We have already explained SMS advertising. Now it’s time for email marketing and advertising.
The history of Email Marketing
In 1978, Digital Equipment Corporation’s Gary Thuerk, instead of preparing and sending an email to each customer, wrote a text and sent it to about 400 customers simultaneously. This was the first email marketing move in the world, or in other words, the first spam with email!
The father of email marketing “I actually consider myself the father of email marketing, not spam, the two are different. Spam means sending unsolicited and unauthorized emails in bulk. “By comparison, Email Marketing focuses on a targeted list of people who are interested in the product, service or information you are sending them.”.
What are the benefits of email marketing?
Email can be used in all stages of awareness until customer loyalty. How to use email and with what advantage you can make your email campaign successful.
High Return on Investment (ROI):
In simple terms, ROI means how much you earn for the money you spend. The return on investment of email marketing can be accurately calculated. More importantly, if email marketing is done properly, this return on investment will be very high. In recent years, Email Marketing has been recognized as the most effective online marketing tactic. The chart below, quoting Marketing schools, provides a comparison between email marketing return on investment and some of the most popular types of marketing in the world in 2016.
It’s cheap and fast:
Email marketing is cheaper and faster than other marketing methods. In the simplest case, you just have to pay for an email service, which depends on how much you spend.
Flexibility: Any type of content can be sent via email: text, photos, videos, files, and links.
Ability to monitor consumer behavior:
With the development of email marketing services, they can easily provide information about the behavior of the recipient to the sender. As a result, organizations and companies that do high-volume Email Marketing, by purchasing these services, can be informed of the behavior of consumers towards their email marketing and benefit from it.
Email addresses can be collected from different channels and categorized into separate lists according to the customer’s personality. For example, if a woman buys cosmetics from your store, she is more likely to be interested in content or discounts in the same category of products. So this lady’s address is in the category of cosmetics customers, and you send her emails according to her needs.
You can easily collect emails: now you want to register on any site or application, you definitely require an email! All you have to do is find a way to get customers to give you their email addresses. Or create an engaging newsletter that your audience will be willing to sign up to receive and read.
Email marketing Indicators:
One of the most important tasks for successful email marketing is to analyze the results and optimize the emails.
Fortunately, most email marketing services have features for regular reporting and some even automate optimization.
Here are some of the most important indicators.
Open Rate: The open rate is the ratio of the number of users who opened your email to the total recipients of the email.
Click-Through-Rate: In general, with a click-through rate, we want to know how many people have clicked on different links or buttons in the email.
Bounce Rate: The bounce rate is the ratio of the number of emails that did not receive any clicks to the total number of emails opened.
Subscribe / Unsubscribe Rate: Statistics of the number of users who subscribe to your list or request to unsubscribe.
Conversion Rate: Statistics of the number of times our user performs the desired operation, such as purchasing, downloading, or subscribing.
So like any other marketing method, we need to consider tips and principles. We list the most significant ones. However, each of these points in practice requires expertise and trial and error.
Get to know the email audience
The best ads or content are those that fit the needs and interests of the audience. The more accurate this fit is, the more likely you are to open the email and make a purchase.
Have engaging content for the audience
If the customer wants to buy a product, he will search with Google or any other method and find the required product. So sending a list of new products in the store is not very useful. Or if you want to send the news of the previous week in the form of a newsletter, this is not attractive either, because now following the news from social networks and news platforms are followed momentarily.
Invite to interact
Every advertising message or content has a purpose. This can be an invitation to read an article on the site, watch a video, or make a purchase.
Be traceable and observable
Most email marketing platforms today have good and complete reports of various indicators. You just have to be more discriminating with the help you render toward other people.
Perform continuous testing and optimisation
Now that you have a report on the performance of emails sent and audience behavior, you can test different ideas and designs. Test different designs, use of images, CTA buttons with different colors and text, and finally an intimate or formal tone. See which of these modes has the best feedback.
Be regular and consistent
An important condition in any type of marketing is consistency. Do not forget that a regular invitation to join is the best way to compile an email list. So do not expect thousands of people to become members of your newsletter or site in a matter of weeks. Send emails consistently and regularly to get long-term results.
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