Beginners Guide To Email Marketing
Email Marketing is just not your direct mail marketing: “Bulk Emails.” It is more than that.
Here’s beginners guide to email marketing helping you to set the right fundamentals.
Let's understand what Email Marketing is all about?
“Email Marketing is promoting products and services to your potential customers, and current customers over email“
Does Email Marketing work?
Some people think Email Marketing is “Old School!” it doesn’t work or some even say its dead! But trust me it’s very much alive and kicking. Email Marketing has been there ever since the internet was born and it’s going to remain with us till the end.
The only thing is — it’s evolved and it’s evolving. So, if one uses the strategies which worked two years back and expects the same today then it’s not going to work.
Hence what is the importance of Email Marketing?
As said before Email Marketing is more than bulk mail marketing because it can be done at every stage of the consumer buying cycle.
As shown in the diagram, Emails can be sent to the customer at every stage.
- Awareness: Bulk Email Marketing is something that majorly falls under this stage. Emails are sent to people who are not aware of your product/services. Awareness emails can also be sent to existing customers informing them about new launches. Creating the segments based on the right parameters of demographics and interests can help you get maximum attention. Here’s an example of awareness email:
- Consideration: These are the set of emails that you send to people who are aware of your product/service and you want them to consider your products/services for the next purchase. These emails may consist of communication that displays your strength and expertise by which it will be easy for the consumers to shortlist you. Here is an email sample:
- Conversion: The potential consumer must have shortlisted you but needs that one final nudge to be your consumer, this type of communication can be conveyed by emails. These email confirmations of the products and services bought are a part of the conversion. Here is an email sample:
Loyalty: These emails are the once that help to reconnect with the consumers so that they can visit the website or store. Retention is the objective of loyalty mailers. Examples would be birthday/anniversary email, back-in-stock email, reorder emails and gratitude emails. Here’s an example of a birthday emailer:
Here is a sample of how to engage the existing customers at the loyalty stage with training and tutorial Emailer:
- Advocacy: People trust their friends, family, and colleagues more, so brands can use Email Marketing to get their consumers spread a word for them. All your customers will not turn into your brand advocates. But there will be a bunch of them who can and will love to talk about your brand. Here is an example of the email by Webflow that is sent to consumer at this stage:
Email Marketing has to be planned as per the buyers cycle to have high impact in terms of it’s results like lead generation or sales.
Let’s go ahead and get to know the fundamentals of shooting an Email Campaign!
Email Marketing comprises these Three primary elements:
- Database: A list of email addresses to which the email needs to be sent.
- Email: An email with proper messaging and basic elements (which will be discussed further).
- Technology: Mechanism to implement the email campaign.
The database can be of two types:
- Internal Database
- External Database
External database is the list of users who may or most of the time does not know your products and services at all. The people in this list fall in the awareness stage.
Internal database is the list of the email address that you have collected by doing marketing activities on your website or via offline modes like your visitor’s feedback book present in your store. The people in this database have interacted with your brand at least once.
How to obtain the database?
- The external database can be obtained from vendors or through tie-up and associations.
- The internal database can be acquired through various marketing activities which result in website visits or footfalls at your respective offline presence.
Now let’s look at the elements of an email:
Elements of an email can be divided into:
- Sender Name
- Subject Line
- Body: The main email content
Every element needs to be carefully planned and designed to increase the results that you expect from the email activity/campaign. In our online training sessions, we practice thoroughly to work on these aspects.
You cannot send mass emails from normal public domain email addresses like Gmail, Yahoo, etc. You need a tech mechanism, like an SMTP (Simple Mail Transfer Protocol) server or an ESP (Email Service Providers). There are many ESP’s like MailChimp, Getresponse, Constant Contact, Mailigen, iContact, Sendgrid, etc.
Measuring email activity is a very important, just like every any other digital marketing activity.
The measurement parameters are Open Rate, Click Rate, Bounce Rate, Unsubscribe Rate etc.
The email campaign has to be crafted in very smart way to ensure maximum response. And this is exactly what we love to train our students. Do contact us if you wish to practically learn email marketing in a live training session online.