What is email marketing?
The use of email within your marketing efforts to promote a business’s products and services, as well as incentivize customer loyalty. Email marketing is a form of marketing that can make the customers on your email list aware of new products, discounts, and other services. It can also be a softer sell to educate your audience on the value of your brand or keep them engaged between purchases. It can also be anything in between. Mailchimp can help you design, build, and optimize your email marketing to get the best ROI in your marketing program.
What is email marketing?
Email marketing is a direct marketing channel that lets businesses share new products, sales, and updates with customers on their contact lists. Its high return on investment (ROI) makes it crucial to most businesses’ overall inbound strategy.
Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalization. This may sound time-consuming, but marketing automation handles most of the heavy lifting for you. In the long run, a well-designed email marketing strategy not only drives sales but helps build a community around your brand.
What Is An Email Marketing Campaign?
An email marketing campaign is a sequence of one or more emails that are sent with the intention of achieving a specific marketing goal. For example, the goal of such a marketing campaign might be to:
- Increase brand awareness
- Generate leads
- Nurture prospects
- Promote a product or service
- Reengage customers
Email marketing campaigns are typically automated and triggered based on certain conditions or actions, such as:
- A new subscriber signs up in your list
- A customer abandons their shopping cart
- A prospect clicks a link in your email email marketing campaigns are an essential part of any marketing strategy and, when executed correctly, can be incredibly effective.
Why Email Marketing Is Important
Email isn’t a new technology. In fact, it was one of the very first means of digital communication to arrive back in 1971. But at 50 years old, email marketing is used today more than ever before.
You may be thinking, “Do people really still use email? Isn’t social media where it’s at for marketing today?” While it’s true that social media is an important channel for any digital marketing strategy, email has several advantages.
First, email marketing campaigns can be personalized to a greater extent than those on social media. Next, costs are considerably lower than for other channels, especially considering the reach and conversion rate associated with email marketing. This is part of what makes email marketing so ideal for small businesses.
Finally, what makes email marketing so powerful and lucrative is that it gives you direct, individual access to your audience’s inboxes.
Still don’t believe us? Let’s take a look at the numbers:
- In 2020, there were over 4 billion global email users.
- 99% of email users check their email at least once per day.
- 62% of consumers ranked email as their top preferred communication channel with small businesses.
- 59% of people said marketing emails influenced their decision to buy.
Given the figures, not having an email marketing strategy means missing out on sales opportunities and the chance to build lasting customer relationships.
Advantages of email marketing
An email has become such a popular marketing tool for businesses partly because it forces the user to take some kind of action; an email will sit in the inbox until it’s read, deleted, or archived.
Email marketing can help you build a relationship with your audience while also driving traffic to your blog, social media, or anywhere else you’d like folks to visit. You can even segment your emails and target users by demographic so you’re only sending people the messages they want to see most.
Email marketing also allows you to run A/B tests of a subject line or call to action to identify the best-performing message by using email marketing software that can also be configured to easily send out emails. Check out Mailchimp’s email templates to see more of what you can do with email marketing.
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