Email Marketing Made Simple: Email Marketing Automation

posted by dopweb   10/20/2020

Mailing pamphlets for the purposes of marketing products and services is not antiquated, rather email marketing has become one of the fastest ways to reach a diverse audience.

Email marketing increases top-of-mind awareness, reminding your target market of your brand and product.

Technology has become one of the most prominent aspects of marketing in the modern world.

As most audiences, both old and young, integrate technology into their daily lives, marketing goals have shifted to encompass digital campaigns.

In this article you will learn about:

Benefits of Email Marketing

First, email marketing is statistically the best way to reach any consumer group. Statistics show that 99% of consumers check their email daily.

Even when stratified by age, email use for every consumer group from 15 to 65+ years old averages over 90%.

So yes, we can successfully market to both your little brother and your grandpa.

Second, you can easily compile a list of subscribers to your mailing list.

For example, a business can provide an opt-in option when someone purchases a product from their website.

This quite literally gives you a list of captive audience members you can directly target for marketing purposes.

Therefore, you are not wasting marketing efforts on those who are not likely to convert in the first place.

Third, email marketing makes sales. It is plain and simple: if you want to increase sales, email marketing is the way to go!

If you don’t believe me, the stats do the talking: email marketing has a return of investment of %4400.

This is not only because email marketing is highly effective, but also because it is cheaper than traditional marketing.

Fourth, email marketing drives traffic directly to your website.

By sending customers direct links to your website through email, all they have to do is click the link, and they are one step closer to making a purchase.

All it takes is an influential call to action button.

Lastly, the campaign's effectiveness can be tracked with data analytics.

Tracking the effectiveness of your campaign against measures like open-rate and click-through rate allows for a better understanding of which content converts, and which does not.

Therefore, content can be easily optimized by adjusting certain elements of the campaign, from subject lines to the call to action.

Steps to Prepare an Email Marketing Campaign

First, decide what your email marketing campaign hopes to achieve.

Do you want to drive traffic to your website to increase advertising revenue, or do you hope to increase the sales of your product?

Determining this will be the first step in constructing your campaign.

Second, build a list of contacts to send your campaign to.

Since most people have an email, often multiple emails, it is easy to compile a long list of contact quickly. That is why email marketing has been proven so effective.

You can begin building a list of contacts by compiling a list of existing contacts, especially if you have a strong customer base or existing email marketing infrastructure.

Additionally, if you run an e-commerce website, most customers are required to provide an email for their order and can opt-in or out of emails.

Targeting previous customers is a great way to maintain top-of-mind awareness and ensure that past customers continue to purchase your product.

However, if your business is newly founded and has not done email marketing campaigns in the past, you will have to build your list.

There are many ways to grow a contact list, such as a subscribe button at the bottom of your website or provide a call-to-action on social media platforms.

Third, stratify your contacts.

Effective marketing is all about segmenting your audience to better target them, and email marketing is no different.

Therefore, break your contact list into relevant groups based on:

Fourth, construct your email. This process will be fleshed out in the next section.

Finally, before you press send, you must enable tracking on your email campaign to provide analytics about how well your campaign is performing.

This allows you to see what is working, what is not, and what you need to change to produce the results you are looking for.

Data on the performance of your campaign can be gathered through A/B testing of different versions of an email and by tracking click-through rate, open rate, bounce rate, and the unsubscribe rate.

What goes into a Marketing Email?

The first and arguably most important part of a marketing email is the header, which is the first thing a customer will see in their inbox, meaning the effectiveness of your header will determine if the email is opened or automatically deleted.

The header includes the subject line, which should be personal and include a call to action.

The best headers use the customer’s name and give them a direct reason to open the email.

Next is the actual email content, which includes both images and text.

The key to successful email marketing content is interesting visuals, coupled with short, easy-to-read pieces of text.

This is especially true in the world of e-commerce and product marketing, where customers need to be visually stimulated to visit your site and make a purchase.

The last part of a marketing email in the footer which contains the address of your company, links to your social media and website, for easy, clickable access, and finally, the dreaded unsubscribe links.

Unfortunately, unsubscribe links are a legal requirement, so you have no choice but to include them.

Email Marketing: Conclusion

Not only does email marketing provide a large return on investment, but it is also proven to be one of the most consistently effective digital marketing techniques.

Email marketing provides marketers with valuable insights and allows for highly targeted marketing.

Want to learn more about email marketing or want to construct an email marketing campaign today?

Contact dopweb to get started!

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