Introduction to Email Marketing
Table of Contents
- Introduction to Email Marketing
- 7 Key Statistics on the Benefits of Email Marketing
- What exactly is Email Marketing and its Advantages?
- How Email Marketing helps you in Scaling your Business?
- Benefits of Email Marketing
- Case Study on Benefits of Email Marketing
- About the Big Cup Little Cup
- Business Objective
- Challenges Faced
- The Strategy Adopted
- 1. The first email provided the audience with recipes and tips for making the perfect coffee.
- 2. The next one explained the procedure for recycling the coffee capsule packaging.
- 3. And the last one talked about some facts about the coffee with a subtle sales message and persuaded the subscribers to try the different kinds of coffee.
- Results Achieved
- Case Study on Benefits of Email Marketing
With so much competition in the market nowadays, you need an excellent marketing strategy to make your business successful, and one of those channels is Email Marketing.
There are many benefits of Email Marketing, but primarily it helps in driving traffic to your website and boosting sales.
Email Marketing can do wonders in marketing your business since it has incredible reach.
It helps persuade your prospects to take action, provided your content in the email is compelling enough.
7 Key Statistics on the Benefits of Email Marketing
Here are some of the statistics that will make you more curious about the advantages of Email Marketing
- The number of e-mail users worldwide is expected to rise to 4.6 billion by 2025. Statista
- Every customer has an average of 1.75 accounts per user. Finance Online
- Segmented email campaigns have a higher open rate of 14.31% compared to non-segmented email campaigns. Mailchimp
- Each $1 spent on Email Marketing can help you get an average ROI of $36. Constant Contact
- As per marketing professionals, Email Marketing helps 74% of customer acquisition and retention. Snov.io
- 61% of the customers like to receive promotional emails from companies. Optin Monster
- Customers who receive abandoned cart notifications are more likely to complete purchases by 70%. One Signal
What exactly is Email Marketing and its Advantages?
Email Marketing is a direct marketing channel wherein electronic mail is used to communicate with the audience by sending commercial content.
In simpler terms, we can say, Email Marketing is the system where emails are sent to potential and current customers to increase sales.
Email Marketing is about using emails to develop a direct relationship with customers.
It helps businesses to keep customers informed about the latest products, deals, and promotions through personalized messages.
It mainly includes:
- Sending emails to prospective and current customers to develop a relationship with them to ensure customer loyalty and repeated business.
- Sending emails to the customers giving information about a product and persuading them to buy it.
- Advertising the business.
How Email Marketing helps you in Scaling your Business?
Nowadays, marketers need to reach more and more potential customers within a minimum budget.
Also, they must establish a personalized connection with the audience; no marketer can do this without emails.
They need to connect with the key audiences in a highly targeted manner by sending content that will highly interest them and motivate them to buy the product.
And there can be no tool more powerful than Email Marketing to engage your target audience, foster meaningful relationships with them, and grow your business.
This is because:
|S.NO||Advantages of Email||Description|
|1.||An email has a Wider Reach.||Even though the user base of social media channels has been growing tremendously, the number of email users is far more than any other social media channel.
You cannot do anything without an email address on the internet. You need an email address, even if you want to sign up for Facebook or Twitter account.
Similarly, if you want to make an account on any website, you need an email address.
So, we can say that email is the lifeline of the web, and you need at least one active email address to be online.
Hence, there is no doubt that email has a broader reach than any other social media channel.
|2.||Helps in Delivering your Message||Suppose you are wondering about using Facebook or email to deliver your message to your audience. In that case, email is always the best.90% of emails get delivered directly to the recipient’s inbox, whereas just 2% of your fans can see your post on their news feed.
This is because Facebook tries to limit the reach of your Facebook post to promote paid advertising.
So, if you have 1000 fans on your Facebook page, only 20 fans will see your message on their newsfeed, whereas 900 will get the message delivered directly to their inbox through emails.
Secondly, on an email, you can send audience-targeted messages to which they have subscribed; this is not possible through social media.
Hence, Email Marketing has many advantages, and it is still the most potent channel for communicating your message.
|3.||Helps in Driving Conversions||All the marketing efforts are made to boost conversions. The main goal of any marketer is to convert any lead or potential customer to a paying customer.
For doing so, there are many advantages of Email Marketing.
The average click-through rate of a tweet is just 0.5% compared to an email, around 3%. An email has almost 6 times the click-through rates than a tweet.
Also, you can easily measure the results of your Email Marketing efforts based on various metrics.
You can also integrate your Email Marketing efforts with your CRM, which will further provide you with more opportunities to utilize the benefits of Email Marketing for small businesses fully.
|4.||Email Provides you Higher ROI||There is no doubt that emails are the most cost-effective way of marketing.
As mentioned earlier, each $1 spent on Email Marketing can help you get an average ROI of $38 which means you can enjoy 3800% returns on your investments.
It is possible because emails allow you to send highly targeted and personalized messages to users compared to social media channels.
In social media, one single post or tweet is meant for all followers, irrespective of age, location, interest, etc.
Whereas in Email Marketing, you can collect more personalized data about the customers and use it to send more relevant messages to them.
You can collect data regarding gender, location, and preferences and segment them into different email lists to send messages that will highly interest them.
|5.||Emails are the Preferred Communication Channel||Regarding professionalism, emails are the preferred way of communication over any social media channel.
Social media is more about people hanging out with family and friends to share photos and videos and stay connected with them. So, people like to be communicated via emails about new products and deals.
|6.||It Provides an Open Platform||Emails are an open communication platform where no one controls the visibility or access to information.
You can use any email provider and send information to your prospective customers.
Unlike Facebook or other social media platforms, you do not have to spend any money to increase the visibility of your post.
You need to build your email list and enjoy accessible communication with the audience without any restrictions.
|7.||Emails will not go Anywhere.||The other main advantage of Email Marketing is that it is not going anywhere soon.
Instead, it will be here forever. So, there is less risk that your investment of time and effort in building the email list will fail.
Email Marketing has a long history of stability. The first Email Marketing campaign sent in 1978 is still active and growing.
The functionalities may have evolved to provide a better user experience, but the purpose is still the same.
Now, you can send even more beautiful branded emails using templates that allow you to communicate your messages to the users effectively.
Benefits of Email Marketing
There is no doubt that Email Marketing is still the most cost-effective way of reaching out to customers and promoting your business.
The advantages of Email Marketing are far better than any other form of marketing.
It allows you to enjoy a better return on investments by developing direct and deeper relationships with a wide range of customers, and that too at significantly less cost and time.
|S.NO||Benefits of Email Marketing||Description|
|1||Cost Effective||The first and foremost benefits of Email Marketing are that it has a meager cost compared to other mainstream marketing channels.
You may need to invest in a good Email Marketing tool to help you automate, track, and evaluate the Email Marketing results.
But, if you compare it with the number of emails you can send, the cost of tools is significantly lower.
|2:||Helps in Increasing Brand Awareness||When you send emails, the customers are directly exposed to your business and brand.
The strategically designed email templates and targeted content help in creating brand value.
This helps in keeping your brand top of the customers’ minds.
Hence, if they want to buy a specific product or service.
They can easily recall your brand, and your business has a better chance of converting those leads into paying customers.
|3||Segmentation of Contacts||One of the other benefits of Email Marketing is that you can segment the customers based on location, gender, preferences, and other criteria in a different email list and send targeted content to those lists based on their preferences.
For instance, if you have a sale in a particular outlet, you can send an email notifying you about the sale only to those in that area.
This gives you complete control of what you want the customers to see rather than using the same marketing content for the audience.
Segmentation helps ensure higher conversion rates since it allows you to personalize the message according to the audience’s needs.
|4||Allows you to Integrate an Easy Call to Action||Email Marketing is one platform that allows you to integrate an easy call to action with links that can redirect straight to the checkout.
It is a great advantage of Email Marketing which allows the customer to buy the product in just two clicks
|5||Ease of Creation||You do not need specific technical skills to run a successful Email Marketing campaign.
You need to get hold of the functionalities of Email Marketing software to create impressive emails using templates, logos, graphics, and videos.
Most tools come with easy drag-and-drop options to help you create visually appealing emails in just a few clicks. You can even send simple text emails also using these platforms.
|6||Analyzing the Results of Marketing Efforts||You cannot take full advantage of your marketing efforts if you do not measure the results periodically and take corrective action from time to time.
Hence, another key benefit of Email Marketing is that it allows you to measure the results of your efforts in terms of valuable metrics like delivery rates, open rates, click-to-deliver rates, and subscriber rates.
This helps you understand the customer’s preferences and interests.
You can measure the result using the Email Marketing tool that you are using and find the information to which the customers are more responsive.
This helps prepare a better strategy and plan to target the audiences more successfully.
|7||Easily Shareable||No other marketing form is as easy to share as Email Marketing.
The audiences or subscribers can easily share the deals, offers, or promotions with their friends and family by simply clicking the forward button.
Also, the subscribers sharing your content act as your brand evangelist who introduces your brand to a new market, and in this way, your brand gets more exposure and credibility.
|8||Immediate Results||You can see the Email Marketing campaign results within minutes of sending the first email.
For instance, if you are putting up a 24-hour sale and sending that info to the leads through emails, it creates a sense of urgency in their mind and motivates them to take action quickly.
|9||Higher Return on Investments||The best Email Marketing benefit is that it is very cost-effective. You can see excellent returns with less investment through email marketing than other social media platforms.|
|10||Global Reach||With Email Marketing, you can reach the target audience regardless of where they are and what time zone they live in.
You can reach out to them directly through their inboxes.
So, they are no certain boundaries for reachability to audiences.
|11||No Limitation on Amount of Content||Unlike social media channels, there are no restrictions on the amount of content you can share with the audience through Email Marketing.
But, it is the best practice to keep the message short of gaining more attention from the audience.
|12||Helps in Encouraging Two-way Communication with the Audience||One of the Email Marketing benefits is that it does not necessarily have to be a one-way communication.
You can create your content in such a way that it instigates the dialog between the two parties.
But, make sure to respond to the emails on time to improve credibility.
|13||Ensured Delivery||Unlike search engine optimization and social media platforms that use some algorithm to decide the reachability of the content on specific parameters, there are no such roadblocks in the case of emails.
If a user has subscribed to receive email notifications from you, they will indeed be delivered to that person.
|14||Helps in Driving Conversions and Boosting Sales||The targeted content and strategically used call-to-action buttons help persuade the audience to buy your product.
This helps in converting potential leads to paying customers.
Case Study on Benefits of Email Marketing
Here is a case study that will help you learn about the advantages of Email Marketing
About the Big Cup Little Cup
The company is “Big Cup Little Cup”. It is an online retailer of Nespresso Compatible coffee capsules that focuses on delivering high-quality products to customers.
Their main business objective of using Email Marketing was to attract the audience to drive higher traffic to their website to convert those leads into customers.
The Big Cup Little cup was a new brand in the market with a minimal budget. They wanted a strategy that could deliver incredible results with that small budget.
The Strategy Adopted
Their first and foremost aim was to increase the number of email subscribers and conversion rate of the website visitors.
For this purpose, they decided to move the newsletter sign-up box to a prominent position “above the fold” on their website.
They also made the following changes to the emails they were sending out:
- An automatically triggered welcome email was set up. So, every new subscriber used to receive that email.
- A discount of 15% was offered on the first purchases.
- They created a three-stage nursery program for first-time customers.
The automatically triggered welcome email informed the subscriber about the 15% discount on the first purchase.
This helped persuade the subscriber to place their first order and take advantage of the discount as soon as possible.
This email design gave them fantastic conversion rates.
The three-stage nursery program was created to help in improving the customer experience and making them more aware of the brand:
1. The first email provided the audience with recipes and tips for making the perfect coffee.
2. The next one explained the procedure for recycling the coffee capsule packaging.
- Email Marketing Content
The emails were sent at a gap of 7 days with different subject lines and content to see what content performed the best.
This email campaign had tremendous success.
The coffee brand saw almost 4x times growth in their revenue, with 20% of the conversions due to the Email Marketing campaign.
The welcome email helped them achieve an average conversion rate of 33% and earn almost £12.59 revenue per email, and the nursery program achieved an open rate of over 60%.
The company then started a new program to avail more benefits of Email Marketing wherein they started sending emails to the existing customers to remind them to re-order coffee capsules from time to time.
Sending the right message at the right time to the subscribers can help you achieve desired results.
Emails are still a more powerful tool than any other platform like Facebook or Twitter. It simply works great and drives strong returns.
You only need to learn to use it effectively to achieve the desired results and enjoy the benefits of Email Marketing. Just take some time to learn the essentials of Email Marketing and implement it in your business for growth and success.
Email Marketing is a powerful way to connect with people and a personal way of reaching your target customers. Thus, to get an in-depth understanding of Email Marketing, join our Email Marketing Course.
Digital Marketing Expert?
1. Is email marketing effective?
Email marketing is an effective way for a business to communicate with customers directly. You are sending something directly into each person’s inbox, where they will undoubtedly see it!
Every time you send an email, even if they don’t open it, they’ll still see your company’s name and the subject line; thus, you keep communicating directly with your audience.
2. How can I set my emails apart from spam?
To avoid this, the recipient must add the company website to the safe contact list.
3. Can I combine email marketing with other types of marketing?
Email marketing can be used for specific announcements, events promotions, and other purposes, and where information can be spread via email.
4. How important is the email subject line?
The email’s subject line should interest the reader to want to open and read it. It may end up in the spam folder if it doesn’t captivate the audience enough.
5. How long should my email campaigns be?
For emails, there is no ideal or undesirable length. Sharing a monthly newsletter is an excellent opportunity to provide a range of content, such as announcements, forthcoming events, or other crucial information.
Data reference: Forbes, Constant Contacts
Photo credits: Backtoyoumarketing, Stedb, Businessviser, Adestra, Cafepod