Email Marketing Overview
In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations.
Any email communication is considered as email marketing
if it helps build customer loyalty, trust in a product or company, or
brand recognition. For instance, when a company sends a commercial
message to a group of people using electronic email mostly in the form of advertisements, requests for business or sales, or donation solicitation.
Email marketing
is an efficient way to stay connected with your clients while also
promoting your business. Doing so, you can easily and quickly reach
target markets without the need for large quantities of print space,
television or radio time, or high production costs.
Target Markets
Additionally, while using email marketing software, you can maintain an email list
that has been segmented based on several factors including the length
of time addresses have been on the list, customers’ likes and dislikes,
spending habits and other important criteria. Emails are then created and sent out to specific target members on the list, providing them with a personalized email detailing information that they are interested in or have requested.
Email marketing can be carried out by −
Email newsletters
Digests
Dedicated Emails
Lead Nurturing
Sponsorship Emails
Transactional Emails
Email Newsletters
Email newsletters offer the following three advantages −
They can spread your brand awareness. By building habitual communication with your email subscribers, you enable them to recognize your brand and associate it with a positive sentiment.
They
can leverage the existing content. Many companies do quick summaries of
their most popular blog posts and link to the articles from their
newsletter.
They give you the freedom to include different types of content that might be important to your organization.
Digests
Digests
are generally easier to consume than newsletters as they generally
consist of links and lists. One popular option is the blog digest, which
collects notifications about the articles you publish throughout a
certain time frame and releases an email with the links.
Return Path
Dedicated Emails
Dedicated emails also known as stand-alone emails, contain information about just one offer. For instance, you can use a dedicated email
to notify your target audience about a new whitepaper you've released
or invite them to attend an event that you're hosting. Unlike
newsletters, dedicated emails don’t need to include many graphical elements to separate the different blocks of text and prioritize information.
Lead Nurturing
The concept of lead nurturing introduces a tightly connected series of emails
containing useful content with a coherent purpose. Lead nurturing is
timely, automated, and is typically a low financial investment.
Sponsorship Emails
If you want to reach a totally new audience and generate net new leads, you might want to try sponsorship emails. In sponsorship emails, you pay for inclusion of your copy in another vendor’s newsletter or dedicated send.
Transactional Emails
Transactional emails
are also the messages you receive from ecommerce sites like Amazon that
confirm your order and give you shipment information and other details.
The biggest advantage of transactional emails is that they enjoy a high click-through rate (CTR).
Transactional Emails
Popular email marketing services include MailChimp, Constant Contact, and My Emma.
0 Comments