Welcome to part 3 of my exploring marketing blog series with this post looking at Email Marketing!
Everyone has been email marketed to at least once
providing you have an email account of course if not on a daily basis. Email marketing is a great way to build customer loyalty and engagement with your brand as well as converting any potential customers into paying customers (the main goal of any business). Every email that you do send out should always have some sort of value for your customer whether it’s new product launches, sales, company news or blog articles to name but a few.
Many companies will often use a platform like Campaign Monitor or Mail Chimp to easily set up the email template as well as easily record the analytic’s side such as the open rate and click-through rate. Email marketing services like these also enable you to easily upload and edit your spreadsheet of people you want to email instead of typing each address out one-by-one! The majority of emails are opened on mobile so it’s important to have a responsive design which email marketing services will take care of for you.
Quite often, before an email is sent out it will be A/B tested. Essentially, A/B testing is just where you test different variables of your email to a sample of your mailing list to determine which one performs better, such as which email had the higher open rate or click-through rate because of the way the subject line was written or the CTA that was used. Once you’ve seen which email was more successful you can then send it out to the rest of your mailing list and hopefully have a high open rate!
Email marketing allows you to get really personal with your customers from editing features to address them by their name to the actual content you want to email them about. You can easily grow your mailing list by placing a newsletter sign-up CTA somewhere on your website – the most common one I’ve seen is an invitation to join a mailing list popping up as soon as you go on the landing page of a website which grabs your attention right away as you normally cannot carry on doing whatever you wanted to do until you have clicked the X button.
Once you have grown your mailing list you can target different types of emails to different types of customers such as sending an announcement about a menswear sale to only male customers or setting up a trigger email which automatically sends to any new customers who have signed up to your mailing list. You can also target specific products and offers that you have based on what customers have already been looking at on your website or any specific marketing campaigns you have going on to ideally boost your sales or marketing objectives.
There are a number of factors to consider when building a email marketing campaign to avoid going unopened or it going into someone’s junk folder. You need to think about the copy of your email, what is the point of it/what do you actually want people to do? You need to have an attention-grabbing subject line to make people want to open your email amongst all the other emails they receive. It’s also important to remember to include an ‘unsubscribe’ button somewhere in your email – even if it’s just in the smallest font imaginable at the bottom of the page as you don’t want to annoy people/force them to receive your emails, you want them to receive your emails because they enjoy them/want to.
Parting Thoughts: check out HubSpot’s Best Email Marketing Examples and Why They’re Great