Digital marketing covers a broad range of marketing techniques that enable your small business to reach potential customers in ways you may not be able to do with traditional campaigns. One of the most underestimated but likely most effective digital marketing solutions is email. According to a report by Radicati, there are approximately 3.9 billion active email users worldwide and estimates are that there will be 4.3 billion users by 2023. If you haven’t implemented an email marketing strategy yet, there’s no better time than now.
While some think email is a declining channel, it can be a very effective marketing tactic. The right strategy provides recipients with more information than a simple print advertisement, with minimal intrusion into their daily lives. You send the emails, and it’s up to the recipients to take the next step.
Types of Email Marketing Campaigns
Email enables you to communicate your message, increase your visibility, and retain your current customers. Campaigns can take many forms:
The Benefits of Email Marketing
It's Affordable. Whether you’re performing email marketing for a small business or a large one, the strategy is extremely cost-effective. While the exact amount you pay varies based on the tools you use, email has one of the highest ROIs of any other marketing strategies. One study has found that you may earn $44 for every $1 you spend on email marketing, which is a staggering 4,400% ROI.
It's Customizable. You can divide your email subscribers into different segments and send them tailored messages that meet their interests. Instead of lumping all of your customers and potential leads together and sending them the same thing, you can address each person individually by name and send them only information that is relevant to them.
Email Can Be Automated. Automated platforms enable you to send hundreds or even thousands of emails with the click of a button. These platforms simplify the process by helping you manage multiple lists, plan communications, and send emails on a specific schedule. Automation can also be set up to trigger different emails based on actions taken by the users.
Campaigns Are Compatible with Other Strategies. Email doesn’t have to be a standalone strategy. It complements many other digital and traditional marketing strategies like social media and direct mail. Repetition breeds familiarity, so the more visible your business is across multiple channels, the more likely a consumer will come to you for your services.
Results Are Measurable. Using email marketing software, you can see who has opened your messages, what links they followed, and if anyone unsubscribed from your mailing list. Monitoring the results shows you how effective your campaigns are, and what can be improved.
Email marketing can be an effective strategy for businesses of all sizes to help to drive engagement and boost brand loyalty. No matter what email campaigns you run, your messages should include high-quality content that’s deliberate, to the point, and easy to scan. When you master the art of email marketing, you can expect to see amazing results.
While some think email is a declining channel, it can be a very effective marketing tactic. The right strategy provides recipients with more information than a simple print advertisement, with minimal intrusion into their daily lives. You send the emails, and it’s up to the recipients to take the next step.
Types of Email Marketing Campaigns
Email enables you to communicate your message, increase your visibility, and retain your current customers. Campaigns can take many forms:
- Welcome emails: welcoming a potential new lead, introducing them to your brand, and getting to know more about them
- Newsletter emails: providing updates, news, product announcements, and other information about your business
- Sales advertisements: showcasing upcoming sales
- Seasonal emails: promoting holiday-specific sales
- Post-purchase emails: sending an email to follow-up after a purchase to thank the customer, provide additional information or tips about the product, and request a review
- Re-engagement emails: sending emails to inactive users to re-establish contact
The Benefits of Email Marketing
It's Affordable. Whether you’re performing email marketing for a small business or a large one, the strategy is extremely cost-effective. While the exact amount you pay varies based on the tools you use, email has one of the highest ROIs of any other marketing strategies. One study has found that you may earn $44 for every $1 you spend on email marketing, which is a staggering 4,400% ROI.
It's Customizable. You can divide your email subscribers into different segments and send them tailored messages that meet their interests. Instead of lumping all of your customers and potential leads together and sending them the same thing, you can address each person individually by name and send them only information that is relevant to them.
Email Can Be Automated. Automated platforms enable you to send hundreds or even thousands of emails with the click of a button. These platforms simplify the process by helping you manage multiple lists, plan communications, and send emails on a specific schedule. Automation can also be set up to trigger different emails based on actions taken by the users.
Campaigns Are Compatible with Other Strategies. Email doesn’t have to be a standalone strategy. It complements many other digital and traditional marketing strategies like social media and direct mail. Repetition breeds familiarity, so the more visible your business is across multiple channels, the more likely a consumer will come to you for your services.
Results Are Measurable. Using email marketing software, you can see who has opened your messages, what links they followed, and if anyone unsubscribed from your mailing list. Monitoring the results shows you how effective your campaigns are, and what can be improved.
Email marketing can be an effective strategy for businesses of all sizes to help to drive engagement and boost brand loyalty. No matter what email campaigns you run, your messages should include high-quality content that’s deliberate, to the point, and easy to scan. When you master the art of email marketing, you can expect to see amazing results.
