What is email marketing? and how to do (2023)

What is email marketing? and how

Email marketing is a form of digital marketing that uses email to engage with potential customers, increase brand awareness, build customer loyalty, and drive marketing efforts.

In the world of digital marketing, email marketing is widely recognized as an inexpensive yet powerful tool that can increase customer retention and increase sales. As a result, it is often the cornerstone of many digital marketing strategies being developed today.

In this article, we'll take a closer look at the effectiveness and impact of email marketing, find use cases, and familiarize ourselves with key terms. You'll also find a list of email marketing best practices, popular email marketing platforms, and recommended online courses to help you get started.

Email Marketing: Impact, Examples and Glossary

Email marketing has the potential to improve your marketing efforts. Read on to find out how and learn some of the key terms email marketers use every day.

Impact of Email Marketing

Email is one of the most popular means of communication on the Internet. In fact, it is estimated that approximately 306.4billionEmails were sent daily in 2020. This number is projected to increase to 376.4 billion by 2025 [1].

The ability to reach large numbers of potential customers with a single click makes email a relatively inexpensive digital marketing tool with potentially high impact. This is confirmed by the data. For example, a 2021 study found that the average return on investment (ROI) for email marketing is $36 for every $1 spent [2].

However, the ROI of email marketing is not the same for all industries. In the same study, researchers broke down the average ROI per dollar spent across four different industries as follows:

• Retail, Business and Consumer Goods: $45

• Marketing, Public Relations, Ad Agency: $42

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• Software and Technology: $36

• Media, Publications, Events, Sports, Entertainment: $32

Regardless of the industry, it's clear that email marketing offers a potential return that's worth many times the initial investment.

Email marketing examples

If you have an email account, you've probably encountered some form of email marketing before. Typical examples of email marketing are:

• Email newsletters informing recipients of upcoming events, e.g. B. in a museum, theater or concert hall

• Emails promoting holiday deals, e.g. E.g. during Black Friday or July 4th

• Emails sent after a purchase (also known as transactional emails) that offer a discount on a future purchase

Email Marketing Glossary

Digital marketers use a variety of terms to describe the email marketing process. This glossary contains some key terms you should know:

• acceptance level: The percentage of messages received by recipients' email servers.

• bounce rate: The percentage of messages that were not received by recipients' email servers.

• Tariff free: The percentage of emails opened by recipients. The open rate of an email campaign is one of the most important metrics for success. The higher the open rate, the better.

• Reference:The text that appears in a recipient's inbox and describes the email. Subject lines should be interesting and relevant to recipients.

• Call to Action (CTA):A link or button that leads to a download or website, e.g. B. to a product page, a blog post or a booking page.

• Exchange rate:The number of recipients who follow a CTA by clicking a link or making a purchase, e.g. B. when a recipient clicks on a link to your website.

• Klickrate (CTR): The percentage of recipients who click on a CTA in an email.

• IP heating: The practice of progressively sending more and more emails to a recipient in order to discover their IP address.

• Accept/Deactivate:To subscribe (opt-in) or unsubscribe (opt-out) from an email list.

• parenting sequences- A series of automated emails sent when someone signs up for your email list. Nurturing sequences encourage customer loyalty and help guide customers through the marketing funnel.

Email marketing best practices and tips

A well-executed email marketing campaign has the potential to retain previous customers, attract new ones, and help you achieve your marketing goals. But to do that, you need to create a well thought out email campaign that strategically engages prospects with relevant and timely messages.

When creating your own email marketing campaign, keep these tips in mind:

1. Create compelling subject lines.

A subject line grabs the reader's attention and prompts them to open the message, while the message content elaborates on your value proposition and prompts readers to take action.

High daily email volume means competition in recipients' inboxes is high - a great subject line can help you stand out from the crowd. This reality is underscored by the fact that the average open rate for branded emails across all industries is just 21.33%[3].

Celebrity subject lines are intriguing and relevant to those who open them. Some ways to improve your subject lines are:

• Clearly indicate a promotion. ("Get 15% off your next purchase")

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• Create a sense of urgency. ("Hurry! Our 30% off Spring Sale ends in 24 hours")

• Arouse a sense of curiosity. ("Ice skating in June?")

• Mark a specific time period. ("Got some Christmas shopping to do? We're here to help.")

• personalize it. ("Jane, your subscription is about to expire!")

2. Consciously structure your message.

Structure is an important part of any copywriting, but especially so for marketing emails.

By effectively structuring the content of your message, you can articulate your value proposition to your reader right away, so you don't waste time. In fact, according to a study, the average time a recipient spent reading branded emails in 2021 was estimated to be just 10 seconds [4]. You may literally only have seconds to get your message across.

To maximize this short time, make sure your email is well structured. Some ways to maximize the little time you have with your reader are:

• Place the most important information at the top of your email, e.g. B. the promotion you want to see the most.

• Make it scannable so readers can easily find the information they need

• Keep text to a minimum and use links to direct readers to longer sections, such as B. Blog posts referenced in the email.

• Add CTAs, such as B. Links, throughout your article

• Make sure there is a clear CTA at the end of the email to target those who read the entire email.

3. Keep your design simple.

There's a fine line between attention-grabbing and distracting. On the one hand, you want to create a dynamic visual design that draws attention. On the other hand, you want to make sure important information is easily conveyed and highlighted. Therefore, a simple design is often more effective than a more complicated one.

Some important considerations when creating a marketing email are:

• Use three or fewer colors in your email. A reduced palette will be attractive without being too distracting.

• Highlight your logo and brand. You want the recipient to know quickly who sent it and where to get your product

• Visually highlight calls-to-action

• Optimize your message for mobile devices. Many people check their email on their smartphone, so it's important that your messages are appropriate for their devices.

4. Only send emails to people who have signed up for your list.

It's important that you only send email to people who have made a conscious choice to receive it. There are several reasons for this practice.

First, while it's technically possible to buy third-party email address lists, the practice is generally prohibited on many marketing platforms.

Second, in some cases, it may be illegal to send marketing emails to people who have opted out of receiving emails. For example, in the United States, CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing Act) is a 2003 law that specifically prohibits sending email to those who have already opted out of receiving E -Mails have decided. According to the law, "each individual email found violating the CAN-SPAM Act is subject to fines of up to $43,792" [5].

After all, emailing those who don't specifically request it is just plain inefficient. While it may seem that sending as many emails as possible will help you achieve your marketing goals, the reality is that email marketing is most effective when it's targeted at a specific audience. Instead of sending emails to people who don't want them, it makes more sense to promote your product or service to people who have already expressed interest.

5. Plan your emails strategically.

In many ways, email marketing is all about timing. Sometimes sending the right message at the right time is the best strategy to improve customer retention and achieve your marketing goals.

As a form of digital marketing, email marketing benefits from easy automation. Marketing automation allows you to send automated emails to a specific audience. Use automation to send targeted emails at specific times of the year, e.g. B. during the holidays, or to create automated training sequences.

Automated build sequences help keep recipients engaged by automatically sending relevant emails that maintain brand awareness and guide them down the marketing funnel.

6. Stay tuned and get tested.

One of the advantages of digital marketing is that you receive regular data on the effectiveness of your campaigns. When creating your marketing campaign, this data can be invaluable in finding more efficient approaches to reach your target audience.

Email marketing platforms allow you to track key data like open rate, CTR, and conversion rate. Additionally, many of them also allow you to run A/B tests, which compare the performance of two different campaigns to determine the most effective one.

Routinely analyzing your data and running tests will help you improve the performance of your overall email marketing campaign.

There are a variety of email marketing tools and platforms available online. As you execute your marketing strategy, these platforms can help you create personalized emails, manage customer email addresses, and send automated emails to increase your impact.

Some of the most common email marketing platforms are:

• Send blue

• mailchimp

• omniscient

• To get an answer

• constant contact

• active Campaign

Regardless of your marketing goals, you can use marketing platforms to execute your email marketing strategy.

You have mail

A well-executed email marketing campaign has the potential to lead to future marketing success. Prepare yourself with a flexible online marketing course such as For example, a career in marketingThe Content Marketing Strategyfrom UC Davis ordigitales Marketingfrom the University of Illinois.

Alternatively, if needed, you can acquire technical skills that will help you better analyze your marketing campaignsProfessional Meta Marketing Analysis Certificatehis Coursera.

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article sources

1st Statesman. "Number of emails sent and received per day worldwide from 2017 to 2025, https://www.statista.com/statistics/456500/daily-number-of-e-mails-worldwide/.” Retrieved 25 January 2022.

2. Statesman. "Return on investment (ROI) of email marketing in selected industries according to Marketers Worldwide as of June 2020, https://www.statista.com/statistics/804656/email-roi-perception/.” Retrieved 18 January 2022.

3. Mailchimp. „Email marketing benchmarks and stats by industry,https://mailchimp.com/resources/email-marketing-benchmarks/.” Retrieved 27 January 2022.

4. Statesman. "Average time people spend reading branded emails from 2011 to 2021, https://www.statista.com/statistics/1273288/time-spent-brand-emails/.” Retrieved 27 January 2022.

5. CCJ. „CAN SPAM Act: A Compliance Guide for Businesseshttps://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business". Retrieved January 27, 2022.