Email marketing campaigns are an excellent digital marketing strategy aside from social media marketing. Despite its importance, many businesses don’t take full advantage of email marketing or don’t know how to get started.
In this blog post, we’ll discuss why is email marketing important to your business, and we’ll give you some tips on how to create successful email campaigns.
What is Email Marketing?
This marketing campaign uses email platforms in marketing efforts to promote your business and help increase your average click-through rate and drive website traffic.
An email campaign may include updates on your marketing activities, such as new products, services, rewards, or promos to your existing clients.
The key to a successful email marketing strategy is to make sure that the content is relevant and engaging.
According to Statista (2021), around 4 billion people use email globally, and expect this number to reach approximately 4.6 billion in 2025. 99% of these email users check their mobile devices at least once a day, so there’s a high chance of them reading and engaging with email campaigns.
What are the Objectives of Email Marketing?
Build Relationships With Customers
By sending regular emails, you can stay in touch with your customers and let them know about new products or services that you are offering.
Additionally, email marketing can help to build customer engagement and loyalty by keeping your customers up-to-date on your latest news and developments.
By sending targeted emails to potential customers, you can encourage them to visit your website or contact you to learn more about your products or services.
Email marketing can also be used to nurture leads by integrating other marketing channels and providing helpful information and resources that will help them make a purchasing decision.
Bump Up Sales
By sending promotional emails, you can encourage your customers to purchase your products or services. You can also use email marketing to upsell and cross-sell related products or services.
For example, if a customer purchases a product from you, you could send them an email promoting a related product that they may be interested in.
Improve Customer Retention
By sending regular communications, you can keep your customers engaged with your brand and remind them of the value that you provide.
Furthermore, email marketing can help you resolve any issues that your customers may be having, which will improve customer engagement and satisfaction.
Create Brand Awareness
By sending emails to potential customers in new markets, you can introduce them to your products or services and encourage them to purchase from you or follow your brand.
Types of Email Marketing
There are eight specific types you can utilize:
1. Invite Email Marketing
These emails are used to gain the attention of your audience and increase their awareness of upcoming events. Most small business owners use an invite email to announce new product launches, seminars, and any special events.
2. Welcome Email Marketing
This is to welcome new customers and encourage them to know more about your business. This is targeted messaging where potential customers are introduced to the business with a trial or a bonus.
3. Dedicated Email Marketing
This is an email outreach marketing strategy sent to a specific list of your email subscribers. The list may be based on who has recently purchased, inactive customers, new customers, and more.
4. Newsletter Email Marketing
This is one of the very popular email marketing tools. Newsletters are often used to highlight new products and services and may include some content marketing as well.
There’s usually a call to action message for the readers which can be either checking the new product or reading a new blog post.
5. Confirmation Email Marketing
This is performed and sent to ensure that the customers’ information is correct after making a purchase or after signing up. It’s also one way to keep communication smooth and keep customers informed about their purchases and sign-up.
6. Survey Email Marketing
This is done to gain feedback from customers. Survey emails help small business owners to learn about their experience with their products and services. This feedback can help them improve their sales and marketing strategy.
7. Promotional Email Marketing
Promotional emails are popular and commonly sent to a large set of target customers. They’re used to maintain customer engagement and let them know about up-to-date and new promotional products and services.
8. Seasonal Email Marketing
Many businesses utilize holiday seasons and special occasions to reach out to their prospective customers and loyal customers with email messages about their upcoming promotions and sales. This is common during Christmas, Valentine’s, Mother’s Day, etc.
Top 10 Reasons Why is Email Marketing Important to Your Business
As a business owner, you’d be missing out if you don’t leverage email marketing campaigns. Since it’s sent online, you and your clients can use either a computer or mobile devices to access these emails. It’s utterly convenient.
Here are more benefits of email marketing to consider:
1. Increased reach:
With email marketing, businesses can reach a larger audience with minimal effort. Emails can be easily forwarded to friends and family, which allows businesses to expand their reach quickly and easily.
Email marketing is one of the most cost-effective marketing strategies available. It requires minimal investment and can be done entirely for free if you use a service like MailChimp.
Email marketing allows businesses to track metrics like open rates, click-through rates, and unsubscribe rates. This data can be used to improve future email campaigns and ensure that your marketing efforts are as effective as possible.
With email marketing, businesses can send highly personalized messages to their target audience. This personalization can increase engagement and conversion rates by making recipients feel like they are receiving a message that is tailored specifically for them.
Email marketing can be automated using tools like autoresponders, which allow businesses to send pre-written emails to subscribers on a set schedule.
This automation can save businesses a great deal of time and effort while still allowing them to stay in touch with their audience on a regular basis.
Email is old technology, and although social media channels are a more popular option for a marketing strategy, using it is proven to work if done correctly. Its revenue is even expected to reach about 11 billion by 2023.
Email marketing allows businesses to send timely messages that coincide with important events or holidays. This timeliness can help increase open rates and ensure that your message is received when it is most relevant to the recipient.
Email marketing is highly scalable, which means that it can be easily adapted to fit the needs of any business, no matter how large or small. This scalability makes email marketing an ideal solution for businesses of all sizes and can be tied in with other marketing channels.
Email marketing allows businesses to target specific groups of people with laser precision. This targeting ensures that your marketing message is received by those who are most likely to be interested in it, which maximizes its effectiveness.
Email marketing is highly flexible and can be adapted to suit any business need or goal. Whether you’re looking to increase brand awareness, generate leads, or drive sales, email marketing can be customized to fit your specific needs.
Email marketing is an incredibly powerful tool that should not be overlooked by any business looking to achieve success online
What Are Some Email Marketing Best Practices?
1. Define Your Goals
Before you start email marketing, you need to take a step back and define your goals.
What are you trying to achieve with your email marketing campaign? Are you looking to increase brand awareness, drive traffic to your website, or generate sales?
Once you know what your goal is, you can start to create an email marketing strategy that will help you achieve it.
2. Build Your List
One of the most important aspects of email marketing is building a list of subscribers. You need to have a group of people who are interested in what you have to say and are willing to receive emails from you on a regular basis.
There are a number of ways to build your list, such as offering a freebie in exchange for an email address or running a contest.
3. Keep Your Email List Clean
One of the best things you can do to improve your email marketing campaigns is to keep your email list clean.
An email list that is full of inactive or unengaged subscribers will hurt your deliverability rates and could result in your emails being marked as spam. There are a number of ways to clean your email list, including using an email verification service.
4. Personalize Your Emails
Another great way to improve your email marketing campaigns is to personalize your emails.
You can personalize your emails in a number of ways, including using the recipient’s name in the subject line or body of the email. You can also segment your email list and send targeted messages to specific groups of subscribers.
5. Use a Good Email Service Provider
Using a good email service provider (ESP) is essential for any successful email marketing campaign.
A good ESP will provide you with a variety of features that will help you to create and manage your campaigns, including templates, autoresponders, and reporting tools.
Additionally, a good ESP will have high deliverability rates and will be able to provide you with expert support if you need it.
6. Create Compelling Subject Lines
Creating compelling subject lines is one of the most important aspects of any email marketing campaign.
Your subject line should be attention-grabbing and encourage the recipient to open your email. You can use a variety of techniques to create compelling subject lines, such as using emojis or creating curiosity-inducing headlines.
7. Write Great Content
Of course, none of these tips will matter if you don’t write great content in your emails. Your content should be well-written and relevant to your audience. It should also be interesting and engaging so that people actually want to read it.
If you’re not sure how to write great content, there are a number of resources available that can help you, including books on copywriting and online courses on content marketing.
8. Send at the Right Time
Timing is everything when it comes to email marketing. You need to make sure you’re sending your emails at a time when people are most likely to check their inboxes and open them.
9. Monitor Your Results
After you’ve been sending emails for a while, it’s important to monitor your results so that you can see what’s working and what’s not.
There are a number of metrics you can track, such as open rate, click-through rate, and unsubscribe rate. By monitoring these metrics, you can make changes to your campaign as needed to improve your results.
10. Use Visuals Sparingly
While visuals can be helpful in getting your point across, it is important not to overdo it. Too many visuals can make your email look cluttered and unprofessional.
Stick to using one or two visuals per email, such as an image or a chart. If you do use multiple visuals, make sure that they are all relevant to the same topic.
How to Choose Your Email Service Provider?
1. Consider your needs
The first step in choosing an email service provider is to consider your needs. What are you looking for in an email provider? Do you need a lot of storage space? Do you need features like a calendar or task manager? Do you need to be able to send and receive large attachments?
Once you know what you need, you can start looking for an email provider that offers those features.
2. Compare providers
Once you know what you’re looking for, it’s time to start comparing email service providers. There are a lot of different providers out there, so it’s important to take the time to find one that’s right for you.
When comparing providers, be sure to look at things like storage space, price, features, and customer support.
3. Read reviews
Another great way to find a good email service provider is to read reviews. There are a lot of websites that allow users to leave reviews of different products and services, so you can get an idea of what others think of a particular provider.
When reading reviews, be sure to pay attention to both the positive and negative comments in order to get a well-rounded view of the provider.
4. Ask around
If you know anyone who uses an email service provider, be sure to ask them for their opinion.
Friends and family can be great sources of information when it comes to finding a good provider. They may also be able to tell you about any problems they’ve had with a particular provider, which can help you avoid those same problems.
5. Sign up for a trial
Many email service providers offer free trials, so be sure to take advantage of those when possible. This will allow you to test out the features of a particular provider and see if it’s right for you before committing to anything long-term.
A free email service provided by Google. It offers a variety of features, including 15GB of storage, spam filtering, and the ability to search through all of your emails.
- Yahoo Mail
Yahoo Mail is a free email service provided by Yahoo. It offers a variety of features, including unlimited storage, the ability to send attachments up to 25MB in size, and built-in virus and spam protection.
Outlook is an email service provided by Microsoft. It offers a variety of features, including 10GB of storage, the ability to send attachments up to 100MB in size, and integration with Microsoft Office programs such as Word and Excel.
- AOL Mail
AOL Mail is a free email service provided by AOL. AOL Mail offers a variety of features, including unlimited storage, the ability to send attachments up to 25MB in size, and built-in virus and spam protection.
- Zoho Mail
Zoho Mail is a free email service provided by Zoho Corporation. It offers a variety of features, including 5GB of storage, the ability to send attachments up to 25MB in size, and support for multiple languages.
- iCloud Mail
iCloud Mail is a free email service provided by Apple Inc. iCloud Mail offers a variety of features, including 5GB of storage, the ability to send attachments up to 25MB in size, and support for Microsoft Exchange ActiveSync protocol.
ProtonMail is a free email service provided by Proton Technologies AG. It offers end-to-end encryption for all emails sent and received using the service. ProtonMail also offers a variety of features, including 500MB of storage, the ability to send attachments up to 20MB in size, and support for multiple languages
5 Key Email Marketing Campaign Metrics You Should Track
1. Email Deliverability
Email deliverability is the percentage of emails that are successfully delivered to recipients’ inboxes.
A high email deliverability rate is essential for any email marketing campaign, as it ensures that your messages are reaching your intended audience.
There are a number of factors that can affect email deliverability, including the quality of your email list and the content of your messages.
2. Email Open Rate
The email open rate is the percentage of recipients who open an email.
A high email open rate is a good indicator that your subject lines are effective and that your messages are interesting to your audience.
There are a number of factors that can affect email open rates, including the time of day that you send your messages and the frequency with which you send them.
3. Click-Through Rate
The click-through rate (CTR) is the percentage of recipients who click on a link in an email.
A high CTR indicates that your audience is interested in the content of your message and is more likely to take action on it.
There are a number of factors that can affect CTR, including the placement of links in your message and the use of effective call-to-action phrases.
4. Conversion Rate
The conversion rate is the percentage of recipients who take the desired action after receiving an email. A
high conversion rate indicates that your message has been effective in persuading its recipients to take the desired action.
There are a number of factors that can affect conversion rates, including the offer included in your message and the clarity of your call to action.
5. Unsubscribe Rate
The unsubscribe rate is the percentage of recipients who unsubscribe from an email list after receiving one or more messages.
A high unsubscribe rate indicates that your audience is not interested in the content of your messages or finds them to be annoying.
There are a number of factors that can affect unsubscribe rates, including the frequency with which you send messages and the quality of their content.
As a modern business, staying connected with your customers is key to maintaining and growing your customer base. One effective way to do this is through email marketing. Below are the top questions about email marketing strategy.
Email marketing is a valuable tool that should not be ignored. It can be an effective way to reach out to customers and keep them informed about your company, products, and services.
With careful planning and execution, you can create successful email marketing campaigns that achieve your business goals. Have you tried email marketing? What has been your experience?
Brian Shelton is an entrepreneur, marketer, and life-long learner committed to helping businesses achieve impactful results. He founded Grow Predictably to provide tailored marketing strategies to generate predictable, profitable growth. With over a decade of experience in the industry, Brian has helped businesses, large and small. reach their goals and drive positive change in the world.