We all know that an efficient content marketing strategy is key to any business. Particularly so for any online or e-Commerce business. In a market where competition is high and users are flighty, we need to fall back on classic, hard-working marketing techniques to make sure that we generate leads, convert customers, and make the sales that we need to both survive and thrive.
In this blog, we want to talk to you about a hero of content marketing: email marketing.
Marketing via email campaigns is something that can be massively influential for all kinds of online businesses. For any kind of business need or goal, an email campaign can be the way to success. If you haven't considered this marketing strategy yet or discounted it as something less important than more contemporary means such as social media, you will need to reconsider.
Email marketing is a powerhouse of digital marketing, and, despite this, it is easy and accessible for all kinds of sellers and business minds to engage with. Some simple practices can help you engage your target audience in an entirely new and productive way.
Let's discuss exactly why this works and how to do it for yourself.
Email marketing is simply using email to engage, reach, and communicate with current and potential customers. The emails held within email campaigns come in different shapes and sizes, with common forms including:
These different types of emails are typically combined to create structured campaigns that are automated and used to interact with each customer that visits your site or store/platform and signs up for your mailing list.
Email marketing is also used to generate data and understand user metrics. There can be a lot of valuable information gleaned from effective email marketing campaigns and as we know already, data is king. The click-through rate and open rate of an email are both very important when it comes to understanding the behavior of your users and their mindsets toward your business.
Some creators, marketers, and e-Commerce sellers may mistakenly think email marketing efforts are outdated. Many will rely on social media and in-platform interaction to communicate with their customers and generate sales. However, this would certainly be an error of judgment. Email marketing tools are extremely effective and still dominate digital marketing channels, regardless of how long they have been used.
Effective email marketing strategies have much to offer e-Commerce sellers and business owners. We recommend you look into how you can do this for your platform.
The following statistics help us to highlight at a glance the current state of email marketing across the globe:
Email is still a tech giant, regardless of how big social media has become. Email marketing should have a place in every marketer's campaign list due to its size and influence alone. With email, you can reach a worldwide market directly, and you can talk to them individually, with their consent, in a personalized way.
What could have a more direct influence than that?
Next, let's discuss each of the benefits of email marketing in more detail.
We can individualize the main benefits of good quality email marketing as follows:
One of the best aspects of email marketing is the personalization available. When you are emailing a customer, you are speaking to them directly. With email marketing platforms and software, you can aptly create personalized emails that will speak specifically to a specific demographic of customers. This targeted messaging is far more effective than someone seeing a billboard or a Facebook ad. When someone feels that a message speaks to them directly, they are far more likely to engage with that message.
Similarly to our previous point, engaging in email marketing campaigns helps build customer loyalty and rapport. Having an open dialogue with your customers helps to keep you firmly in their minds. Offering value and consistent communication will help you to secure repeat customers, rather than making one sale from a user and watching them disappear forever. Customer loyalty is key if you want to create long-term success.
Email campaigns can offer great value and quality to your customers. When you send well-presented, optimized, and helpful information to someone, that doesn't go unnoticed. Great emails can help you build the kind of brand imaging you want and show your customers that you have something to offer them.
Email marketing is very efficient in organically improving your website traffic. When you send an email that captures someone's attention, they tend to click through to the content you are linking to. CTR is high with email campaigns and that is something to take full advantage of. More clicks, more sales, it's as simple as that.
A fantastic benefit of email marketing is that you can successfully reengage customers who have started to make a transaction on your site and later abandoned their cart. Abandoned carts are standard in e-Commerce and they can be damaging. To reverse this trend, you can use an automated re-engagement email campaign to help reel your customers back in and secure that sale.
Email can be used to send customer surveys and to collect customer data. Finding out how your customers feel about your platform is always very worthwhile. The more you learn about your target audience and how they interact with your products and platform, the better. Data-based business decisions are always the wisest.
All of the advantages we have listed in this section inevitably lead to an overall increase in sales, revenue, and profit for your e-Commerce business. Email marketing campaigns are widely accepted to be a profitable medium for marketing and with the benefits discussed above, it is clear to see why.
So, now that you know you do want to engage with email marketing because you know just how wonderful it is, it would be appropriate to tell you how to do it.
Let's move on to look at the steps needed to build a successful email marketing campaign.
Success in email marketing is all in the process. Following these steps will help you make the most of your campaigns.
The good news is that you don't need to do everything by copying and pasting anymore. Using an email marketing service or platform will help you speed up the process of building an email marketing campaign and launching it to your mailing list. There are lots of different services you can use, Mailchimp would be a leading option, so it is good to do your research and see what kind of platform will do what you want it to. Remember that regardless of your service, you cannot buy email mailing lists. You will need to earn them organically through a signup form. This might take time but it is worth it.
A good signup form sitting pride of place on your platform will be necessary to get your email audience in place. Email subscribers are earned and not bought, as we mentioned, so you need to find a way to entice them. A visually appealing, short, and snappy CTA is the way. Offer something of value and keep it a very quick process to sign up. Nothing complicated or long-winded.
To run a successful campaign, you must decide who that campaign is for and its goal. You will end up with multiple email campaigns you can run for different leads and customers. The best way to make the most out of this is to organize your campaigns by demographic and aim and allow the rest to be automated. Abandoned cart? A re-engagement email is on its way! New customer? Welcome email ready to go. Knowing exactly why you are sending a particular email and to whom is vital.
Emails have the advantage of being customizable to each recipient. The subject line of an email is a great way to address your customer or user directly, with a friendly and personalized approach. Statistics show that customers are more likely to engage with a business and make a purchase if they feel a personal connection to the brand, so it might not seem too important to put someone's name in an email's subject line, but it certainly is.
Capital letters, "CLICK HERE", too many exclamation points, and exaggerations in emails will always land you in the spam folder, and no sales are made there. Make sure you focus on genuine and authentic content that doesn't look like spam otherwise, your email will end up in no man's land.
Your emails must look good both on desktops and on mobiles. Visual appeal is a big part of marketing, as we know, so this kind of thing cannot be overlooked. Spend some time considering visual optimization on multiple formats and you will be much better off down the line.
An effective email marketing campaign needs to be timed right. Studies show that 10 am and 8 pm are the optimal times to send an email if you want engagement and a high CTR. Don't believe us? Try it and see.
Follow these steps and see your email marketing campaign take shape before your eyes. Never underestimate how much of a positive influence this can have on your business.
For small business owners, e-Commerce champions, and experienced hands of business alike, keeping track of your efforts is essential.
In our modern era, we are lucky enough to have a limitless supply of tools that can help us expand and enhance our businesses. Automation tools are key to running any kind of business and we can find some great options to help us on the market right now.
When it comes to email marketing, you can save time by automating at least some of that process. You can use automated emails to help maintain all the benefits of an effective email marketing strategy, without needing dozens of human hours behind the operation. This saves time, money, and effort. Everything that we need to be conserving!
You can also expand your automated effectiveness with tools such as Artoh. Artoh is an all-in-one finance tracker for e-Commerce businesses that helps you manage all of your comings and goings in one place.
With Artoh, you can reduce your manpower efforts but increase your efficiency simultaneously. You can get all the metrics and insights needed in one accessible dashboard, without collecting and curating everything yourself.
In the 21st century, all sellers and business people need to be on the cutting edge of technology to keep up the pace. Anything less won't cut it.
If you want to try the new age of finance tracking, join Artoh.