Everything in our world is deeply related to digital marketing. From grocery shopping to closing multi-million dollar projects, most of the process is done online. Data from WordStream tells us that the global digital marketing market is projected to reach a whopping almost $800 billion by 2026.
For the last eight years, businesses have seen the potential of one of the core marketing techniques, which is email marketing. Statistics say that there are a staggering 4 billion users using email as a mode of professional daily communication. An email marketing campaign is one of the best ways to get leads for your business. Also, the stats say marketers have seen positive results (around 77%) in email engagement in the last year.
The number says that email marketing is effective and important to implement in your marketing campaign. But, how do you do it? Where do you start? These are some of the questions that you may have, and that is what this article will discuss.
We will take a closer look at email marketing, and its benefits, along with examples of good email marketing techniques.
Without further ado, let’s get started!
Table of Contents
- Email Marketing Campaign – What Is It?
- Benefits of an Email Marketing Campaign
- Email Marketing Campaign – Types
- Related Reads
- Frequently Asked Questions
- Final Thoughts
Email Marketing Campaign – What Is It?
The email marketing campaign is a “strategy” for getting new leads, as well as retaining the existing customers of your business. The strategy involves the process of sending emails to your potential leads and converting them into permanent customers of your business. The main objective here is to increase your brand awareness and have a spotlight on your business.
These emails are carefully crafted and tailored to your customer’s needs and requirements. You might have a question. How do I gain a lead by sending an email?
These emails have a major purpose, which is the CTA (Call-to-Action). This can be anything ranging from access to downloading white paper documents, signing up for exclusive deals and offers, or even free products.
As said, each email differs based on your client/customer’s requirements. The subject line to the body of the email differs and focuses on your customer’s pain points.
So, our next question is, how should one phrase a good email?
In general, each email is tailored to each customer, so the subject tagline should be unique and intriguing.
The first thing your potential lead notices is your subject tagline. Understand the pain point of your customer and structure the subject line around that pain point. At the same time, keep it crisp. Do not go beyond 60 characters.
There is a reason for that restriction. Stats say that all smartphone users expect brand communication through email, rather than other mediums. Optimizing your email for smartphones is the “smart” thing to do, and this is where the 60 characters come into play.
The 60 characters are a perfect fit for a smartphone screen without users having to scroll sides to know the entire subject of the email.
With a punchy and crisp subject line, most of the emails have a high probability of getting recognized and accepted by your potential leads.
Benefits of an Email Marketing Campaign
When it comes to your business regardless of its size, email is your best companion and tool. With the right usage of email, you can generate leads and revenue at a faster pace than you expect.
1. Better ROI
The first benefit of an email marketing campaign is a high ROI. As said, more than half of our world’s population uses email as the primary medium of communication when it comes to business.
According to Litmus, the ROI (Return on Investment) is getting higher for email marketing. They reported that, for every $1 spent by the marketers, they receive $36-44 in return. That is a huge profit margin.
This ROI is also different in each sector. For example, an eCommerce company gets their ROI in the ratio of 45:1.
2. Better Brand Awareness
Four billion users use email as their primary mode of communication in the business world, so the best way to spread the word about your business is through email. There are different types of emails that you can send to your customers and other businesses.
For example, in order to increase brand awareness, you can send white paper documents, content that is educational and needed in the current market, updates about your business and the market, or the latest news about current trends.
Sharing information with your potential leads can help them understand your position in the market, and increase the “reliability” of your business.
One thing you have to ensure is that the email (the design and structure aspect) that you are sending to your potential leads must be aligned with your business identity. Without that, even if you send valuable information, there is a good chance that your customers may not remember your business.
3. Drive More Organic Traffic to Your Website
There are ways to drive more traffic to your website: One is optimizing your content (blogs and articles) for SEO (Search Engine Optimization), and posting on your website. Google algorithm crawl your content and index it (think of it as a Google library).
When people search for a particular problem, and your article is good enough to solve that problem, Google suggests your content to them. This way traffic to your website increases.
But, if you really think about it, you may know that it is very challenging to rank in the Google SERP (Search Engine Result Page). There are 4.4 million new blogs being published every day. The possibility of getting your post on Google’s first page can be difficult.
So, what is the second method to drive more traffic to your website?
The answer is an email marketing campaign. Sending emails with direct information or answers for customers’ pain points, and including the CTA in the email that takes them directly to your website (landing page) is one of the most effective ways to increase traffic to your website.
But, this does not mean that only sending emails can get more traffic to your website. For better organic traffic, it is best to implement both of these methods and find a way to correlate them.
For example, adding snippets of your latest article (that revolves around the pain points of your leads) can be an intriguing factor, which makes them not only visit the blog but also check out your website.
This also helps increase brand awareness simultaneously with solving your potential customer’s issues.
4. The Best Tool for Testing New Ideas
One of the main objectives of an email marketing campaign is to drive more sales for your business. Email marketing can be a great tool to perform the testing process (A/B testing) to see which ideas and promotional offers are positive among your potential customers and existing ones. This can be a great opportunity for an eCommerce company. One of the pain points of an eCommerce customer is to pay for shipping.
So, if your emails revolve around “free shipping,” there is a high possibility to drive more sales.
One of the main reasons why email marketing is the best tool to experiment with is the cost. The cost of sending an email is significantly less compared to other methods, and you can create endless variations to find the best email version for your marketing campaign.
Email marketing also helps to integrate your other social media accounts and make them grow alongside your website.
This help to find more leads and increase your brand awareness. For example, you can create a survey on your social media handle, and show the results in the email campaign you send to a wider audience.
One of the important things to remember when you start an email marketing campaign is to experiment with new things. Today’s market world is all about trends. Keeping up with the latest trends and structuring your email campaigns revolving around that trend will make your leads excited, and intrigued and keep them in the loop.
5. Get Data
Business is all about getting data, understanding your customer’s pain points and coming up with solutions to resolve that problems in a short span of time. This is the only approach to stay at the top of the chain.
All the listed benefits of an email marketing campaign can help to gather as much information about your customers as possible, such as their buying patterns and actions toward specific products.
These can be done by sending surveys via emails, analyzing your website, and creating feedback forms.
Lastly, do not forget about the email marketing campaign tools. You can automate the whole process and gain results in a fast manner. With these automation tools, you can even heavily customize.
For example, you can create a trigger based on your potential customers’ actions, and send out a specific email. This helps to save a lot of time and resources, and can potentially reduce human errors by sending the correct email at a specific time frame.
Email Marketing Campaign – Types
1. Welcoming Emails
There are various types of emails for each customer and situation. For example, if the customer is new to your business, and it is their first time signing up for your newsletter, the best type of email for this situation would be the “welcoming email.”
The same can be said for a purchase. If the customer is new, and makes their first purchase, it is best to send a welcoming email with information about the products that are similar to the purchase. In that way, there is a good chance that the customer returns to your business sooner than expected.
The objective of a welcoming email is to provide the new customer with “steps” to become a long-lasting customer.
A good open rate for email marketing is 50% or above. You might think this is a low number, but it is not. Think of this number as the A+ grade. If the open rate is 50% then you are doing a good job. The best way to achieve that is through the welcome email.
Now, if you are an eCommerce, you can add a feedback section in the email or ask them to share a review on the purchasing experience on your website.
2. Newsletter Emails
Newsletter emails is almost always a non-promotional email. The main objective here is to provide information or knowledge about current trends or technologies that are revolutionizing the market.
It can also feature elements, such as tips, news, updates, blogs, and articles. You might think, since it is not a “monetizing method,” it can be left out of the website. Wrong.
This is one of the most efficient ways to increase the reliability of your business and brand awareness. If you update your website with new news or articles, you should send the newsletter to your subscribers to tell them about your business.
Most of the newsletters are sent based on a specific time frame. For example, some businesses tend to send the newsletter on a weekly basis, and some might send them to their subscribers monthly basis.
Find a suitable time frame based on your business nature and activity, and send out the newsletter to your subscribers to build a long-term relationship.
3. Promotional Emails
Another famous email type, next to the newsletter, is the promotional email. Unlike other types of emails, promotional emails are specific. Meaning the objective of the email is to promote a single product or service.
But that does not mean you can’t include other products. Your primary focus should be on the main product that is on sale and includes the related products that are also on sale (but a little bit lower than the main product offer)
This is one of the greatest ways to keep your subscribers/leads intrigued about your product or service.
As said above, an email marketing campaign has the potential to generate more ROI, so it is a no-brainer to implement promotional emails in your marketing campaign.
4. Remainder Emails (eCommerce Specific)
Now, this can be very specific, but it is important if you are an eCommerce business. Many people tend to leave their cart or abandon their carts for many reasons. It is best to send a specific email during that situation to your customer about the cart information. There is a good chance that they come back and make the purchase.
Marketers and analysts say that abandoning the cart emails can help you to make revenue. The research says that abandoned carts brought a staggering $60 million in direct sales from emails.
With that big number, the remainding emails become necessary instead of optional in the email marketing campaign.
5. Seasonal Emails
Emailing specifically about the times can always have a good impact on your business. This can be coupled with promotional emails and sent at a specific period of time. Holidays, such as Halloween and Christmas, are great times to send seasonal emails. Automating them can help you send the particular season email to the specific customer based on their actions.
If you are a wardrobe business, sending seasonal emails such as summer wear, and winter wear helps people to choose their wardrobe easily without having to waste time navigating the website and selecting their clothes.
These are the “general” types of emails that most businesses include in their email marketing campaign. And these types of emails are a must for a business.
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1. What is an email marketing campaign?
An email marketing campaign is a “strategy” for getting new leads, as well as retaining existing customers of your business. The strategy involves the process of sending emails to your potential leads and converting them into permanent customers of your business.
2. How do I start an email marketing campaign?
The six steps to start an email marketing campaign are as follows:
– Select an email provider.
– Understand and establish your business goals and objectives.
– Decide your email marketing templates.
– Build a contact list.
– Execute your campaign.
– Get the result and perform A/B testing for refinement.
3. What is an email marketing tool?
An email marketing tool helps to manage all your email marketing campaigns, ranging from creating the campaign to analyzing the results of your campaign. Most of these tools are automotive in nature and need only a few managing steps from users. These tools can help you to save time and money for your business.
Growing your business can be quite a challenging task if you don’t know where and how to start the project. One of the best ways to find leads for your business is through an email marketing campaign. With just a few steps, you can integrate the email campaign into your business and get more leads for your business in a short amount of time. This article hopes to provide you with the benefits and types of email campaigns that can work for your business.
We, at Appointments.co strive to provide the best result for clients in a short amount of time. We specialize in identifying the ideal customer profile and delivering high-quality results. Check out our website, or talk to us now, to bring your business to the next level!