Email Marketing: What it is and Why it is Important

Reaching your audience through efficient and cost-effective channels for marketing is really important. Over 50% of the world’s population has access to emails with over 347 billion sent every day. The world would be in chaos without this essential communication channel. So you might be asking yourself “What is a marketing email”?

What is email marketing?

Email marketing is one of the most powerful marketing channels out there. A marketing email is an email designed specifically to go from a business to a customer/ business about a product or service or even an event that the sending business has on offer. Whether it be a monthly email blast to make your customers aware of new products or services or even to let people know about some special offers that your might be running in your business. Email marketing offers simplicity whilst being extremely effective thanks to its ability to be automated. Being able to automate marketing channels within your business is crucial to keep it a viable solution, so as to not take too much of a business owner's time.

What are the Advantages of Email Marketing?

Reach

Email marketing has a wide reach and allows you to connect with people around the world effortlessly. Whether it be a teenager who has just created an email and barely uses it to a senior who uses it as their own form of communication with the outside world, email marketing campaigns have the potential of reaching anyone, anywhere at any time.

Cost Effective

When running a business or organization, it is important to keep costs to a minimum. Having a channel that you know will reach your target audience in a cost-effective way is a great reliever for those businesses that don't have large budgets. Particularly small start-ups and even SMEss. These days, plugging some info into ChatGPT and using a free email service can help you gain clients and sell your products quicker and more cost-effective than ever.

Personalisation

Personalising communications is important. Being able to create a specific version of your content that is going to go to someone not only helps build a relationship between the person and your brand but makes them feel more comfortable in receiving mail from a business. It makes them feel less alienated and of course, gives people an easy way out through the Opt-Out features often associated with email marketing.

Measurable results

Email campaigns allow not only for customisation, but also for measuring results. This can be in the form of an open rate, the amount of times your email was opened out of the total number of emails sent. This is usually in the form of a percentage (%). Click-through-rate is another metric that helps in understanding whether your target audience and content is applicable to those that you have sent the emails through to. And the last metric is bounce rate which is fairly self-explanatory, however, it does mean that you will be aware of how many people’s emails in your database no longer exist.

Engagement and Loyalty

As previously mentioned, email allows for direct and more intimate and interactive experiences with your audience. This is important in fostering a strong and lasting relationship, because after all, business is about people. With the right email campaigns and audience segmentation, you will be able to not only create returning customers and buyers of your products and service, but also through the word of mouth create brand awareness, allowing for acquisition of new clients.

Something else to keep in mind that will be advantageous to your email database, is to ensure that your comply with GDPR laws. This protects both you and your audience.

What are the disadvantages of Email Marketing?

Deliverability Challenges

As previously mentioned in the advantage of email marketing, despite efforts to maintain a clean email list, there is a possibility of your emails being marked as spam or filtered out by email service providers. This can impact the reach and effectiveness of your campaigns.

Information Overload

People receive numerous emails daily, leading to information overload. Your messages may get lost or ignored among the clutter, making it harder to capture the recipient's attention. Which is why it is important to send your email marketing campaign at the right time of day and day of the week.

Lack of Personal Touch

Despite personalisation options, email communication can sometimes lack the personal touch of face-to-face or phone conversations. This can make it challenging to build deep, one-on-one relationships with customers. However, this does not mean that you cannot use the email marketing to get customers to a face-to-face point of contact like a store.

Unsubscribes and Opt-outs

Some recipients may choose to unsubscribe from your email list or opt-out of receiving future communications. This can reduce your overall audience and impact your marketing reach.

Dependency on Technology

Email marketing relies heavily on technology infrastructure, including email service providers and internet connectivity. Technical issues or system failures can disrupt the delivery of your emails or affect the performance of your campaigns.

By understanding these disadvantages, you can take proactive measures to address them and optimise your email marketing strategies. It's essential to focus on providing value, maintaining relevance, and respecting your subscribers' preferences to mitigate these challenges.

Email Marketing Types and Examples

You might be asking yourself, “What are the different types of email marketing” and “What are some examples of the different types of email marketing”? Well, bellow you will find the different types of email marketing and some examples along with them.

Welcome Emails

Welcome emails are the emails that are sent out to new subscribers to the site or to a blog, and it serves as a personalised way of introducing your brand and start formulating a relationship with the person that has just signed up. For example, an online retailer might send a welcome email that includes a discount code for the recipient's first purchase.

Promotional Emails

Promotional emails are used to promote either products and/or services that are on a special offer from the email sender. They can highlight sales, discounts, new arrivals, or limited-time offers. For instance, a clothing store might send a promotional email announcing a "Flash Sale" with discounted prices on select items.

Newsletter Emails

Newsletter emails provide subscribers with regular updates, industry news, educational content, or curated resources. They aim to provide value and maintain engagement with the audience. For example, a marketing agency might send a monthly newsletter with articles on the latest marketing trends, tips, and case studies.

Abandoned Cart Emails

These emails are sent to customers who added items to their shopping cart but did not complete the purchase. They serve as reminders and often include incentives like discounts or free shipping to encourage the recipient to return and complete the purchase. An example would be an e-commerce store sending an abandoned cart email reminding the customer about the items left in their cart and offering a limited-time discount to motivate them to finalise the purchase.

Re-engagement Emails

Re-engagement emails are sent to inactive subscribers who haven't interacted with your emails or made a purchase in a while. These emails aim to rekindle their interest and encourage them to re-engage with your brand. An example could be a software company sending a re-engagement email offering a free trial extension or an exclusive upgrade.

Event Invitation Emails

These emails are used to invite subscribers to events such as webinars, workshops, conferences, or product launches. They provide event details, registration links, and highlights the benefits of attending. For instance, a marketing agency might send an event invitation email inviting subscribers to a webinar on "Social Media Marketing Strategies for 2023."

Remember, these are just a few examples, and email marketing offers endless possibilities for creativity and customisation. The key is to align the email type with your marketing goals and provide value to your subscribers.

Tips on Building an Email Marketing List

Create Compelling Opt-In Opportunities

Offer valuable incentives or content that entices visitors to subscribe to your email list. This could include exclusive discounts, free resources, useful guides, or industry insights. Place prominent opt-in forms on your website, blog, and social media platforms to capture leads.

Leverage Landing Pages

Design dedicated landing pages with clear and concise information about the benefits of subscribing to your email list. Use persuasive copywriting and compelling visuals to encourage visitors to opt-in. Make sure the landing page aligns with your branding and offers a seamless user experience.

Implement Multiple Opt-In Points

Incorporate opt-in opportunities throughout your website and other digital touch-points. This could include pop-up forms, sidebar forms, inline forms within blog posts, or exit-intent pop-ups. The goal is to make it easy for visitors to sign up wherever they are on your site.

Segment Your Audience

As you build your email list, consider segmenting your subscribers based on demographics, interests, or buying behaviour. This allows you to send targeted and personalised content to specific groups, improving engagement and conversion rates.

Promote Your Email List on Social Media

Leverage your social media presence to promote your email list. Share snippets of the valuable content subscribers can expect to receive and provide a clear call-to-action to join your list. You can also run social media ad campaigns to target relevant audiences and encourage them to subscribe.

Run Contests or Giveaways

Organize contests or giveaways where participants need to provide their email addresses to enter. This not only helps you collect email addresses but also generates excitement and engagement around your brand. Make sure to comply with relevant contest or giveaway regulations.

Partner with Complementary Businesses

Collaborate with other businesses or influencers in your industry to cross-promote each other's email lists. This can help expand your reach and attract new subscribers who are interested in your niche.

Attend Events or Webinars

Participate in relevant industry events or webinars and offer attendees the opportunity to sign up for your email list to receive additional resources or exclusive offers. Collect email addresses during these interactions and follow up promptly with tailored email campaigns.

Optimize Email Signup Process

Make the email signup process quick and easy for users. Minimise the required information to only essential fields like name and email address. A streamlined signup process reduces friction and increases the likelihood of conversions.

Provide Value and Consistency

Once you have subscribers on your list, deliver consistent value through your email campaigns. Share useful and relevant content, exclusive offers, and personalised recommendations. Strive to maintain a regular schedule of communication without overwhelming your subscribers.

Email Marketing FAQs

What day is best to send email marketing?

The optimal day to send email marketing campaigns can vary depending on factors such as your industry, target audience, and geographic location. However, studies have shown that Tuesday, Wednesday, and Thursday tend to perform well for many businesses, as they are often considered to be the most active and engaged days for email recipients.

What is a bounce rate in email marketing?

A bounce rate in email marketing refers to the percentage of emails that were not successfully delivered to recipients' inboxes. Bounces can be categorised into two types: hard bounces and soft bounces. Hard bounces occur when an email is permanently undeliverable due to reasons like an invalid email address or a non-existent domain. Soft bounces are temporary delivery failures that can be caused by issues like a full inbox or a temporarily unavailable email server. Monitoring and minimising bounce rates is important to maintain a healthy email list and ensure optimal deliverability.

What is a good click rate for email marketing?

A good click rate for email marketing is subjective and can vary depending on factors such as industry, audience, and campaign objectives. However, as a general guideline, a click rate of around 2-5% is considered average, and rates above 5% are often considered good. It's important to note that click rates can vary significantly based on the quality and relevance of the email content, the clarity of the call-to-action, and the overall engagement of your audience.

What is a good conversion rate for email marketing?

Similar to click rates, a good conversion rate for email marketing is relative and depends on various factors. Conversion rate refers to the percentage of email recipients who take the desired action, such as making a purchase, filling out a form, or signing up for a service, based on the email campaign's objectives. Conversion rates can vary widely, but a conversion rate of 2-5% is generally considered average, while rates above 5% are often seen as good. It's crucial to track and analyse conversion rates to optimise your email campaigns and improve their effectiveness.

What is a good email marketing open rate?

A good email marketing open rate is subjective and can vary depending on industry, audience, and the quality of your email list. However, as a benchmark, a 15-25% open rate is typically considered average, and open rates above 25% are generally considered good. Keep in mind that open rates can be influenced by factors such as subject lines, sender reputation, email content, and the relationship you have with your subscribers. Continuously monitor and analyse your open rates to identify trends and make adjustments to improve engagement.