Email marketing remains one of the most important actions of Digital Marketing as it is one of the most economical and effective ways to reach customers and increase your sales.
Essentially, it is the process of sending emails to existing and potential customers (leads), in order to inform them about new products or services of the company, as well as any offers.
The email funnel is based on building a continuous communication and relationship between the customer and the company.
It consists of a series of emails sent to the customer at each stage of their “journey” (customer’s journey) until the completion of a purchase.
Define your goals and target group
It is very important that the emails you send are relevant to the audience you want to reach.
For this reason, the first thing you have to do is to create your buyer persona, the profile of the customer you are interested in, and aim there. You can create different recipient lists, depending on the goals of your campaign.
Thus, the percentage of users who will open the email (open rate) will be higher, as it will have personalized content.
Create an email list
Wondering where to get your potential customers’ emails from?
But of course from your Newsletter!
Thus, you are sure that you are not violating any regulation of the GDPR (European law for the protection of personal data), since the data comes from the electronic data filling form that exists on your site.
Also, the Newsletter registration forms include an automatic double opt-in mechanism, which confirms users’ consent.
Tip: You can offer a discount code with each subscription to the Newsletter or a discount on the customer’s first purchase, to attract more users.
Execution of email marketing campaign
Depending on the campaign goals you set in step 1, it’s time to decide the type of email you will send, e.g. newsletter, promotional, as well as the time plan.
Extra Tip: Saturday usually has the highest click through rate (CTR) of all other days of the week (9%). Sunday follows with a slight difference.
The only thing that is certain is that the creation of an attractive content urges the recipients to some measurable action (conversion).
Results analysis
A/B Testing:
A/B testing is a way to test different versions of your email, in order to understand which of the two had more impact.
Version A is about the content you want to check, while version B is about its variant. Of course, you can use more than 2 versions.
Performance Indicators:
The so-called KPIS (Key Performance Indicators) are performance indicators and help us measure the performance of each campaign.
The most important KPIS for email marketing are the following:
Tip: To increase your conversions, use a direct and clear Call to Action (CTA) button.
Ideally, the bounce rate should be below 5%.
The most common reasons for unsubscribing from a company’s newsletter are spam, i.e. too frequent email sending, and the non-relevance of the email content to its recipient.
This indicator is considered one of the most important performance indicators.
Welcome emails – Welcome emails
The most important email a business can send is the welcome email. It is usually the first message (or series of messages) a new subscriber receives.
Tip: The click through rate (CTR) is significantly higher when the recipient’s name is used in the subject line.
Newsletter
Sending newsletters is the most common and popular type of email marketing.
Its purpose is to inform users about new products/services, or offers of the company.
Promotional emails
Promotional emails are addressed to a large audience and their goal is to promote new products or services of the company and aim for a conversion.
Seasonal Marketing email
Such emails are sent during festive periods (eg Christmas) and aim to promote seasonal discounts to customers, or a discount coupon for shopping, on the occasion of the holiday.
Such a day could be considered Women’s Day, Valentine’s Day, Mother’s Day, etc.
1. It is economical
Compared to other digital marketing practices, email marketing is the most cost-effective solution.
Email marketing platforms offer various subscription options, depending on the number of contacts and goals of each campaign.
In short, it is an economical solution for the results it delivers.
2.Offers personalized content
Based on the information we collect from user registrations in our newsletter, we can create mailing lists according to the purpose of the mail, so that it fits the interests of the users and gives a sense of personalization.
3. Has a high ROI
Email marketing is the channel with the highest ROI (Return on Investment).
By creating attractive email content with a clear call-to-action, the chances of a user being directed to our website page and making a purchase increase.
4. It offers automation method
With email marketing we have the possibility of automating the sending of emails for each stage of the strategy we follow.
In short, we have the ability to automate all stages of the customer’s journey, i.e. the path the customer follows through our channels or website.
We hope we have helped you understand how important and necessary email marketing is in a Digital Marketing Strategy to increase your business sales.
At easylink we can help you implement this strategy.
Contact us for more information.
No. G.E.MI.:120333104000
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