E-mail marketing is growing persistently over time. The reason is clear–for ten years in a row, email is the category generating the highest ROI (Return on Investment) for marketers. For every $1 spent, email marketing generates $38 in ROI and gives marketers the broadest reach of all the channels available to them. Despite the plethora of tools available to marketers, email marketing is simply the best bet for business growth.
What is E-mail Marketing?
The term E-mail stands for electronic mail. E-mail marketing is all about sending a commercial message, typically to a group of people, using email. E-mail marketing occurs when a company sends a commercial message to a group of people by use of electronic mail. Most commonly through advertisements, requests for business, or sales or donation solicitation, any email communication is considered email marketing if it helps to build customer loyalty, trust in a product or company or brand recognition. It is an efficient way to stay connected with your clients while also promoting your business.
With the help of E-mail marketing, you can easily and quickly reach target markets without the need for large quantities of print space, television or radio time or high production costs. By using effective email marketing software, you can maintain an email list that has been segmented based on several factors including the length of time addresses have been on the list, customers’ likes and dislikes, spending habits and other important criteria.
Emails are then created and sent out to specifically target members of your email list, providing them with a personalized email detailing information that they are interested in or have requested. This helps in promoting trust and loyalty to a company along with increased sales.
Types of E-mail Marketing
We can categorize E-mail Marketing into 14 sub parts, which are as follows:
- Welcome E-mails: Welcome e-mails are the automated responses an organization sends when a new subscriber joins an email list. Welcome emails have among the highest open rates of all types of emails, so be sure your welcome emails make a great first impression of your organization’s email-marketing program. These emails are a huge opportunity to up-sell, build credibility and trust, and enhance your brand.
- Educational Emails: Educational emails should help to solve a problem or answer questions that an organization’s subscribers may have. A good opportunity to send educational emails, for example, is to highlight new content on your website or to share an interesting article or blog.
- Order Status Emails: Companies with e-commerce sites, normally uses this series of emails in order to keep their customers informed about the status of their orders and typically includes order confirmation, shipment confirmation, shipment tracking, delivery confirmation, and receipts.
- Shopping-Cart Abandonment Emails: These emails are typically set up as a series of trigger messages, shopping-cart abandonment emails encourage users to come back and complete the purchases they started at a company’s e-commerce site. If you have a shopping cart and aren’t doing recovery emails, you’re missing out on a huge opportunity.
- Re-order Emails: If your company sells a product that needs to be reordered regularly, such as vitamins or ink cartridges, you can use a reorder email program to remind customers before they run out. Coming up with an effective reorder email strategy for your products/services could result in a significant boost in sales and revenue.
- Re-engagement Emails: By regularly running re-engagement campaigns, you can maintain a “clean” email list by identifying and keeping only those subscribers who are truly interested in hearing from your organization. Re-engagement emails are sent to inactive subscribers—those who haven’t opened or clicked on an email in 6 months or more
- Birthday/Holiday Emails: Sending birthday or holiday wishes to your subscribers is a great way to keep your organization top of mind and because of the fantastic targeting; these emails tend to get a remarkable response.
- Anniversary Emails: Celebrating a subscriber’s anniversary for joining your email list is another excellent opportunity for keeping your company top of mind and encouraging sales. On average, anniversary emails generated almost seven times more revenue compared to bulk mailings to the same customers.
- Newsletter Emails: Sent on a regular basis—such as monthly, bimonthly, or quarterly—newsletter emails are a great way for organizations to reinforce their industry expertise, build loyalty and engagement with subscribers, as well as grow a list of qualified prospects and customers.
- Sales Announcement Emails: If your company has a new product/service or a special promotion based around a product line, send out an email or a series of emails to announce the news and help pique customers’ and prospects’ interest.
- Cross-Sell Recommendation Emails: Use customers’ purchase histories to create email campaigns with information about other products you sell that they may be interested in purchasing.
- Event Emails: With these emails, you can create a comprehensive email campaign around your events including webinars, presentations, and conferences to help build interest and encourage participation. Event emails would include invitations, follow-up invitations, reminders, and thank-you emails.
- Website Affinity Trigger Emails: When a subscriber clicks through your website, you can use the information collected about his or her activity to send emails with relevant content to match the interests indicated at your site.
- Lead-Nurturing Emails— This type of email helps you move a lead through your sales funnel, while cutting the amount of time required by a sales team to educate prospects about your services and products. Lead-nurturing emails should be short emails with the main purpose of driving prospects to take action on your website.
7 Tips to grow your business with the help of E-mail Marketing
Today’s Marketers need to connect with their prospects and customers in a highly targeted way, which will be successful in delivering ROI and revenue back to the business.
Email has larger reach
Email delivers your message
Email drives conversions
Email has a higher ROI
Email is the preferred communication channel
Email is an open platform
Email will be around forever
Advantages and Disadvantages of E-mail Marketing
Advantages of Email Marketing
- Low Cost: Accumulating email addresses and maintaining a mailing list is relatively inexpensive, as well as sending out a newsletter. The cost of sending thousands of pieces of direct mail would be much more expensive to reach the same number of customers.
- Tracability: Click-throughs and positive or negative responses to newsletters by customers emails can be easily tracked by many numerous tracking metrics. This allows for a measurement of return on investment as well as the effective of a marketing campaign.
- Instant Delivery Time: Email is near instant and so provides the benefit of deploying a marketing campaign faster than traditional media. The ‘quickness’ of the internet also encourages immediate responses from potential customers.
- Personalization and Campaign Testing. It is easier and cheaper to personalize emails, or a group of emails, than for physical print media and also than for the company’s website. This allows a relatively easy and cost effective way to test different email creative and messaging.
- Integration. Another level of market targeting allows email marketing combined with other direct media more of a chance to reinforce the marketing campaign message with an audience.
- Pushing the Message: Website based advertising relies on an individual to visit the website. Direct email communication allows an advertiser to ‘push’ its message to the target audience.
- Easy to use: It is far easier to collect email addresses of interested parties who can then opt-in to companies marketing emails and newsletters than it would be to collect physical addresses and send direct mail to the same interested parties.
- Eco-Friendly: E-mail marketing is paper-free.
Disadvantages of Email Marketing
- Undelivered Email: It may be difficult to get email through a spam filter as many companies use e-mail marketing to communicate with existing customers, but many other companies send unsolicited bulk e-mail.
- Email Overload: Even when an email gets through to the consumer, there is so much email that needs to be looked at sometimes it is difficult for the individual to distinguish between solicited and unsolicited email, as well as have time to read through the email.
- Render ability: Difficulty of displaying the creative as intended within the in-box of different email reading systems.
- Email response decay: Email recipients are most responsive when they first subscribe to an email. It is difficult to keep them engaged. Soon, the opted in for newsletter may be seen as an irritant.
- Communications preferences: Recipients will have different preferences for email offers, content and frequency which affect engagement and response. These have to be managed through communications preferences.
- Resources: Additional people and technology resources are required to deliver a sophisticated email newsletter that engages the consumer.
We hope this article will help you to get an idea about email Marketing, its types, importance and advantages and disadvantages. For more details you can follow us on: