Email Marketing

The Power of Email Marketing

Email marketing is the most direct and powerful form of digital marketing with usage on the rise. With over 3.9 billion users during 2019, it provides the means to circumnavigate the gatekeepers and land right in front of the intended recipient. It also has the largest ROI (return on investment) with an estimate average return of £32 per £1 spent.

 

The Opportunities

Since all businesses use email, why wouldn’t you use this as a marketing channel? They can be used for a variety of purposes, but we can break them down into two categories to help explain how they work.

 

• Promotional Emails

Promotional emails are geared towards sales conversions, so sending out product or service provided information is the order of the day. Existing and new products or services, discounts, offers, end of line, sales and ‘coming soon’, are all geared to raise awareness and click through to the website. By following strong calls to action, you can direct to the website where you can provide more information.

• Informational Emails

Since your database contains people who have subscribed to your mailing list (more about that later), they welcome information about your company. It’s a great opportunity to keep your subscribers close with news about what’s happening around your business. It can be about your business, industry, staff, tips, advice, future plans, holiday closures, Xmas cards – anything that makes your business sound interesting.

Email marketing is the most direct and powerful form of digital marketing with usage on the rise. With over 3.9 billion users during 2019, it provides the means to circumnavigate the gatekeepers and land right in front of the intended recipient. It also has the largest ROI (return on investment) with an estimate average return of £32 per £1 spent.

Brand Awareness & Customer loyalty

Emails are a direct line to a person who sees you as a trusted source of information. This is a priceless way of keeping your brand under the noses of your audience.

They can grow both your brand awareness and customer loyalty by being at every stage of the customer journey through lead-nurturing, conversion, onboarding and retention. Another useful use would be to send them on cart-abandonment which has an open rate of 41.18% and a click-through rate of 9.5%. Just when you thought you lost them?

It’s interesting to note that an 18% average opening statistic soars to an incredible 81% when in the form of a welcome email.

Email marketing helps lead nurture, convert, onboard and retain customers

More Interesting Emailing Stats:

 

•  92% of adults use email

•  61% will use emails on an average day

•  99% of users check their email every day

•  23% of people who open emails on smartphones will open it again many times on a PC

•  65% more chance of the same people clicking through

•  42.3% will delete an email if it is not optimised for email

The Essentials of an Email Layout

 If you want the best chance of having your emails opened and the recipient clicking through to your website, you need to know what you’re doing. The data you hold in the form of email addresses is gold dust. You have been given the key to the door so don’t waste the opportunity. A successful email has many key components and has been thought through with best practice in mind. Here are the basic layout and considerations of a classic email template:

• Personalisation

•  Pre-header Text

•  Subject Line

•  Typography

•  Images

•  White space

•  Branding

•  Calls to Action

•  Mobile Optimisation

•  Legal

•  Footer

•  Unsubscribe Button

Depending on the type of business, products and services, you are free to add further elements in the form of a navigation bar, index, video, social media links etc. But before you send those emails – don’t forget to test to make ensure everything is in the right place and the emails open and display like they should.

Audience Segmentation

Audience segmentation is one of the secrets of successful email campaigning. It enables you to send the right message to the right person at the right time. By breaking down or ‘segmenting’ your email lists, you can target more directly and increase email open rates, boost your click rates, and decrease your unsubscribe rates.

Email marketing tools enable you to group subscribers by different demographics which can be anything from location to high or low spending. Sending out blanket emails to all your subscribers could be a sure-fire way of sending them stuff that they are not interested in and subsequently unsubscribe.

Email Marketing List Segmentation

Summing up

Did you know? – Emailing is over 50 yrs old? And it’s still going strong. There isn’t a better digital way of communicating directly with someone. Unlike social media, an email isn’t transient, it stays in the email box until the recipient decides what to do with it.

Craft a good pre-header and subject line and you’re in! Email marketing has a high return for an incredibly low outlay and it would be criminal not to monetise the data you hold in the form of email addresses. From lead-nurture, conversion, onboarding and retention, emailing market has the power to unlock your database.

 

db Digital Marketing Solutions

Many companies are comfortable with running email campaign themselves even if they are not fully aware of the nuances which are involved. Or even the way powerful metrics can interpret the impact of an email campaign.

If it’s an area which you haven’t explored or are having difficulty in making it work, give me a call and we can have a chat about how it should or could be set up. I can help you with crafting the emails and even the personalised graphics, so don’t be put off by those professional-looking emails that land in your box – it’s all achievable.

Get in Touch

Serious about getting your business to move up a gear, but not sure how to make it happen? Then please drop me a line.

But don't leave it for another day, that day has a strange knack of never arriving!