Why Email Marketing is important
- Email marketing is essential for businesses because it offers a direct and personal way to communicate with customers and prospects, fostering stronger relationships and driving engagement.
- Email marketing can improve conversions of social media content. When used with the same audience, one study found that email improved conversions from social media posts by 70%. Use email marketing to enhance all of your channels.
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3 types of Email Marketing
3 types of email marketing: Email marketing can be categorized into various types, each serving different purposes and strategies.
1.
Promotional Emails
2.
Transactional Emails
3.
Re-engagement Emails
4.
Feedback and Survey Emails
The benefits of Email Marketing
Email marketing offers several key benefits that make it a vital tool for businesses. Here are four main points highlighting its advantages:
Cost-Effectiveness:
Email marketing is one of the most cost-effective digital marketing strategies. It requires minimal investment compared to other marketing channels, yet it can reach a large audience.
Relationship Building and Customer Retention:
Regular email communication helps businesses build and maintain relationships with their customers.
Targeted and Personalized Communication:
Email marketing allows businesses to segment their audience and send highly targeted messages.
Affordable Package
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Measurable Results and Analytics:
Email marketing provides detailed metrics and analytics, such as open rates, click-through rates, conversion rates, and subscriber behaviour.
Special Offer
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When is the best time to send a Marketing Email?
Think about what you know about your audience and choose the best time to send emails to them.
Brevo’s research showed that email marketing campaigns tend to perform better when sent on Tuesdays or Thursdays in the mornings around 10 AM or the afternoons around 3 PM.
But, what works for most may not work best for you. It’s important to test different times to see where the sweet spot is for your audience. Or, use Brevo’s Send Time Optimization feature, which selects the best time for each contact based on previous engagement data.
How to write a Marketing Email
Now that you’ve started building your contact list, the next steps are defining an email marketing strategy and creating the content!
1. Define an Email marketing strategy
To define your email marketing strategy, think about what you want to achieve with your first campaign. Here are some common goals for email marketing beginners:
- Promoting a new product
- Sharing a discount with loyal customers
- Getting more downloads for your latest ebook
- Updating subscribers with company news
Your goals can be specific or broad — as long as they fit with your business and your audience. In either case, having a clear, measurable goal will make it easier to create your email content.
2. Design your Marketing email
Email design doesn’t have to be difficult or overly technical. You can easily create stunning and professional marketing campaigns using a drag-and-drop editor.
There’s no need to get hung up on creating fancy, elaborate emails. More importantly, you should focus on creating an email that embodies your brand, whatever it may look like. Oftentimes, this means keeping it simple. You can always build upon this later on as your skills grow.
Just follow email design practices to make your campaigns as impactful as possible.
A few tips for making a strong email design are:
- Keep text to the point
- Use images and on-brand visuals
- Leave breathing room for the eyes
- Include a clear CTA
- Use your company logo and branding
- Use responsive templates to optimise for mobile
3. Optimize your Email subject line, sender name, and preview text
Email subject line
These few words could determine whether your email is read or not. And with so much competition in the inbox, they need to stand out.
Aim to create intrigue or a desire to open in just a few words.
- Keep the subject line to 50 characters.
- Highlight your most interesting offer.
- Appeal to your subscribers’ emotions and ambitions.
- Use your brand voice
- A/B test your subject lines
- Avoid over-promotional words
Sender name
The sender’s name answers the recipient’s first subconscious question: Is this genuine or is it spam?
There are several ways to go about this:
- Your company/brand/newsletter name on its own
- A combination of your brand name and your first name (e.g. Dimira at Brevo)
- A distinct sender name to differentiate specific types of email content (e.g. Brevo Product News)
4. Write your Email copy
Email copy needs to offer value, feature topics that interest your audience, and embody your brand’s tone of voice.
To write persuasive, engaging email copy, keep these tips in mind:
- Ask yourself, “What does my audience need from me? How can I help?”
- Imagine you’re writing to one person.
- Show your brand personality.
- Tell a story.
- Write to instil curiosity, starting with the email subject line — more on that below.
- Use a conversational tone and write the way you speak.
- Break up the copy with short paragraphs and use bullet points where possible.
- Use the name of a real person for the email signature instead of a faceless brand logo.
This email by Sundays has a clear tone of voice that matches the brand’s personality. The copy is concise and easy to understand.
5.Email Marketing ai tools
best email marketing tools
1. HubSpot
- Features: Advanced email personalization, A/B testing, analytics, and smart send times.
- AI Capabilities: Predictive lead scoring, personalized content recommendations, and automated email workflows.
2. Mailchimp
- Features: Email templates, audience segmentation, and comprehensive analytics.
- AI Capabilities: Smart recommendations for content and send times, predictive demographics, and behavioural targeting.
3. Sendinblue
- Features: best email marketing tools, automation workflows, and CRM integration.
- AI Capabilities: Send time optimization, real-time tracking, and personalized email content.
4. Campaign Monitor
- Features: Customizable email templates, segmentation, and detailed reporting.
- AI Capabilities: Smart segments, personalized customer journeys, and predictive insights.
Email Marketing strategies for success
Personalize your Marketing Emails
Email personalization is essential to building relationships with prospects and customers.
Here are some simple email personalization ideas to help increase your open, click-through, and conversion rates.
- Use subscribers’ first names in the email subject line and content.
- Consider time zones when scheduling campaigns to maximize the chances of your email being read. Where are the bulk of your subscribers located?
- Segment contacts so that messaging is targeted and relevant.
- Use behavior-triggered emails based on how customers interact with your product/service.
- Recognize users’ milestones with achievement emails
- Send tailored product recommendations
Optimize Email deliverability
While deliverability often depends on technical factors, there are plenty of non-technical ways to help your email newsletters reach the inbox.
Here are some deliverability best practices:
- Make sure the email subject line doesn’t come across as spammy or overly promotional. If a contact decides your email is spam before even opening it, your deliverability rate is likely to suffer.
- Keep your subscriber database up to date by removing unengaged contacts and inactive addresses.
- Only send to opt-in subscribers. Send emails to someone who’s never heard of you and it’s likely they’ll report you as spam. This will harm your future deliverability.
- Always include an unsubscribe link. Under the GDPR (Europe’s data protection regulation), an individual has the right to dictate how their data is being used.
best email marketing tools
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