In this digital age, vital communications can be achieved with a simple click in real-time. Many people can’t remember how long a snail mail takes or what fax even is anymore. Most people converse through email, with almost everyone on the planet having their email address.
With email being one of the top communication channels, email campaigns are now one of the most effective means of pushing a product. This is why email marketing should be a key pillar of your digital marketing strategy. Here’s everything you need to know about email marketing.
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What is Email Marketing?
Email Marketing is the effective digital marketing strategy of sending emails to prospects and customers. These subscribers have signed up to your email list and have expressed permission to receive email communications from you. Email marketing is used to provide information, drive sales, and build a growing community around your brand.
Benefits of Email Marketing
Email marketing is consistently cited as the most effective way to nurture leads, increase sales and boost customer loyalty. In addition, effective email marketing campaigns raise awareness for your customers while being a softer sell on educating them on the value of your brand. The benefits of email marketing for your business are the following:
- Email is the top communication channel on the internet. There are roughly four billion daily email users with more than three-hundred six billion emails sent and received per day. Ninety-nine percent of those users check their email every day. This makes it easy to get started using marketing emails to your advantage.
- Organic audience. Email campaigns allow you to reach an already engaged audience, where consumers ask to receive updates on your business. They voluntarily join your email marketing list and subscribe to your email newsletter, organically providing a means for much higher conversion rates.
- Better conversion. Email marketing strategies help you build a relationship with your audience while driving traffic and boosting awareness. It also provides much better conversion than most. People influenced by email marketing campaigns spend 138 percent more than those who do not receive email offers. Email marketing effectively translates into positive returns on investment of up to 4400 percent. This makes the average order value of transactional emails more than three times the worth of social media conversions.
Tips to Create a Persuasive Email Newsletter
Despite most popular perceptions, newsletters are an effective email marketing tool that is incredibly powerful. While the average click-through rate on Google’s search network is two percent, the average email open rate for all industries is 21.33 percent, with an average click-through rate of four percent.
These statistics encourage marketers to invest heavily in email marketing. Newsletters are a powerful way to stay top of mind with readers, having the advantage of direct access to their attention.
However, aside from focusing on design and the marketing message itself, you’ll need to create email newsletters that your customers want to read. To make sure your content gets an almost automatic open, here are some tips on how to create a persuasive email newsletter:
Know your audience
A newsletter should be engaging and provide insight that can easily resonate with your target audience. This may include placing appealing product images with a copy that your customers can relate to. Also, don’t forget to utilize a CTA that can help customers make faster purchases.
Keep it simple and well-curated
Whether it’s a piece of company news or trying to tempt customers with a brand new offer, it’s best to choose one topic and focus on that. Don’t pack today’s email with so much content that subscribers end up struggling with how relevant it is to their interests. Instead, it’s best to identify specific topics you wish to expound on and drive your points with new ideas every day.
Don’t hesitate to highlight your personality
Newsletters provide an opportunity for you to connect with your customers in a more personal way. Your subscribers are already customers or potential customers and don’t need to be reminded outright that this is a sales email.
A great way to do this is by not getting compounded by corporate-speak and letting your personality shine. Don’t hesitate to put in some humor or some anecdotes that can be relatable to your customers. This can create a more personalized email that will be appreciated through avid support and better sales.
Provide useful information
Instead of sending emails that push offers down a person’s throat, providing helpful information when highlighting your products is better. There’s a time and place for pushing offers in emails, but doing it too often may cause “offer fatigue” instead. This may lead customers to ignore your emails or raise your unsubscribe rates.
Balance sales-focused emails with informative content that can help your subscribers while subtly pointing out the benefits your product provides. You can do this by offering valuable tips with facts that your customers may not know of. Allow them to see the value of your product for themselves instead of doing the conventional hard sell.