Ever thought of integrating email marketing into your overall marketing plan but not sure of how and where to start? Are you holding back because you don’t know if email marketing is still effective? Could it even be because you don’t know if it’s right for your business?
You are not alone.
There are many businesses and individuals who are stuck just like you are. They search the Internet daily, ask the same questions.
And they seem not to find the exact answers to these questions in one place.
I’d like to congratulate you for locating this post. Because by the time you’re done reading this post, you’ll know what email marketing is all about, how to start and where to start. You’ll know if it’s still effective or not. And you will also find out if it’s a right marketing strategy for your business or not.
So let’s get started without wasting time.
What is email marketing?
Email marketing is a type of online marketing that’s focused on sharing information through email. With the aim of nurturing and establishing relationships with existing or potential customers.
Is email marketing still effective?
Some marketers are of the opinion that email marketing is dead because of the growth of social media and the mountain of unsolicited spam.
But I’d say to you it’s not. Email marketing is even more effective today than it was in the past. I’ll prove it to you in a sec follow me.
According to the Fourth Sources website, 92% of internet users have at least one email account. This means every Internet user has an email account. Unlike social media, not everyone has an account, which can impose difficulty trying to figure out where your prospects hangout.
You’ll agree with me that over 90% of us are attached to our email. We check our email daily, sometimes immediately we wake up in the morning or before we go to bed. Most times we check our email over ten times a day owing to the use of mobile which has made checking of emails super easy.
Research has also shown that larger groups use Gmail. Everyone with an Android device uses Gmail. Because a lot of things like play store won’t work until you’ve entered your Gmail account, and this boasts over 1.5 billion users.
With all the emails and all the users, email reaches about 85% of the recipients.
You may say, “But I can reach millions of people for FREE with social media”.
Oh! No, the truth is you may not even reach most of your own followers for free with social media.
Look at this…
The big players Facebook, Twitter and Instagram engagement rate are not even up to 0.6%. Not all of your followers see your post when post. They show your post to the lesser percentage of your followers. That means you’ll have to pay for ads if you want to reach more people. Now compare that to email average open rate of 22.86% and even click through rate of 3.71%.
Those who share the opinion that email marketing is dead forget that if email marketing fail to work, it’s either because it wasn’t done correctly or because the email content didn’t meet the needs of the recipients.
There is no efficiency without a previously planned strategy. Besides the content being relevant, it must also have a clear call to actions to motivate your readers to take the action you want them to take.
Advantages of email marketing
Email marketing has many advantages associated with it when done properly, and some of those are:
The cost of email marketing can be much lower than any form of marketing. No advertising fees, no printing fees, and no media space fee. Ex: MailChimp gives you free access to their service for up to two thousand subscribers. That’s you pay nothing to reach two thousand persons with a personalized message.
Think about how much you would spend on ads to reach two thousand persons daily on social networks.
Some other email service providers have plans as low as $24 per month.
Your email list is made up of those who are genuinely interested in your product or services. These are people who choose to receive email from you. That means your engagement rate will continue to be high, so longer as you continue to provide them value.
Personalisation and Segmentation
With email marketing, you can personalize messages. You can also segment your marketing list so that your customers receive messages from you they are interested in. It gives you the opportunity to reach out to your subscribers at the level where they are in the buying process. You don’t send a message that’s meant for one who has done business with to one who just subscriber to your list.
Through automation, you can trigger emails to be sent to customers based on an action they’ve performed on your website. Ex: Send a welcome email to a user who subscribers to your blog. Send a thank you message to a customer who just made a purchase on your website.
Test email before sending
A / B testing of subject lines, call to actions, personalisation, email content effectiveness before sending it out.
If you have a new promotion, people can click on the links and follow your call to action immediately. Email marketing is also effective at every stage of the buying process. Ex: You can influence someone to choose your product or service, nurture the customer relationship, and also encourage future purchases.
Your efforts are measurable. You can evaluate the success of your campaign by using web analytics software. So you can know what is working and what isn’t. You can easily test different copy, subject lines and designs to see which is effective.
But one challenge you will face is getting your email open and read. It’s difficult. Looking that there are thousands of emails sent out daily by other online marketers. We’ll talk about how you can overcome it later in this post.
Is email marketing right for your business?
Every business crave more sales, more leads, increased website visitors, more blog subscribers, and increased brand awareness. But that won’t happen until you build trust with your prospects, audience, or customers.
Email is a great way to build trust with your prospects because it gives you a direct line to the Inbox of your prospects and customers. Emailing your prospects and customers regularly give you the opportunity to create a unique voice, style, and image for your prospects and customers.
And it’s easy, all you have to do is to define your goal. How do you want to be perceived in the market? Create a mind map and follow it each with email.
Every email you send out is an opportunity to connect with your prospects and customers and further cement your brand identity in their mind.
Irrespective of the industry you find yourself, email marketing can help you scale up your effort.
How to start email marketing
Your email marketing goals are what you want to achieve with your email marketing. The goals you set will determine the campaign setting, writing style, and target audience you’ll choose.
Your goals will also determine how you measure success. That’s why setting goals is very important. Because you don’t want to feel overwhelmed.
Some email marketing goals are:
- Generate leads
- Drive up a new sign up for a service.
- Sell products
- Invite people to an event
Yes, those are some goals. But this goal seems too general. That means it can be difficult to measure.
You can make it measurable by being specific. That’s you can say I want to sell 100 products. Right now, the goal is measurable.
Being specific in terms of campaign goals will help you measure if you could achieve what you had planned to achieve with the campaign.
Set pace of sending email
Now it’s time to set the pace on how you’ll be sending your email to your subscribers.
This helps you stay organized and focused. It helps your subscribers to know exactly when to expect your email.
It’s important for you to take out time to study and analyze the emails you send out. This information will help you know the time with a high open rate. When I say a high open rate, I mean the time your email is read most.
Establish a style
There are few things to consider when it comes to email writing. And they’re
Consistency in your emailing means you’d choose a particular style and stick with it. This includes writing style and visual style. Also, the content of the email needs to be fresh and of value.
The accuracy of your email can make you lose or gain credibility. Your email needs to be accurate both in grammar and in data. That means you’d ensure that all information and data in your mail is verified.
Building credibility and loyal followers has never been easy. But what’ll help you achieve this is maintaining a professional relationship in your email campaigns.
Professionalism here has to do with your entire approach, as it combines consistency, accuracy, and sending useful emails and keeping up with schedule.
Search and use tools.
There are different email marketing tools out there paid and free. Most times, you may even get confused about which tools to use.
Here are some things you’d have in mind when choosing email marketing tools:
Make sure that the tool is user friendly. As you wouldn’t want to spend time studying how to manage a campaign.
You’ve to determine the features you want. So you can focus and select the tools that’ll help you achieve your campaign objective.
Cost is very important. Some of these tools have a trial period that enables you to text the tool. Most platforms determine their cost on the number of emails you’ve in their database and how many emails you can send per month.
So it’s important to know the cost so that youll know which is okay for your budget.
Email marketing best practice
Just like every other online marketing, there are things you should do to ensure that your email campaigns are successful. And there are:
- Ensure your email content is valuable.
- Your subject lines should be able to get the attention of your recipients. And also lure them to read it.
- Your email should be simple and straight to the point.
- Your email should be easy to read and understand.
- Your email should be planned and sent out at the right time.
List of email marketing platforms to choose from
Convertkit: This is an email marketing software that allows you to build a large email list, send mass emails, and set up advanced automations.
It also allows you to tag and segment your email list to ensure the right emails are delivered to the right subscribers.
MailChimp: This email marketing tool enables you to send emails and track results. It offers you the most integration with other programs. Plus, you’re given access to the service for subscribers up to 2000.
Benchmark: powerful and simple web based email marketing tool to send, track, and manage newsletters, surveys and online polls.
Prefinery: This tool helps you create a virtual email waiting list by collecting beta signups and encouraging referrals.
GetResponse: Email marketing with autoresponder tools, unlimited forms, and integrations with Facebook and Twitter.
Those are some email marketing service providers. In my subsequent post, I’ll be writing a review of some email marketing service providers that’ll guide you in choosing an email platform.
Yes!! That’ll be all for now. Thank you for reading to this point.
I hope this post expanded your view about email marketing. And also answer those daunting questions about how and where to start, is email marketing still effective today? Is it proper for my business?
Will you integrate email marketing into your overall marketing plan now that you have come to understand it?
If not, what will hold you back? I’d like to hear from you.
Also let me know your biggest take away in the comments.