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In the era of digitalization, you would come across marketers implementing and practising different marketing campaigns. With overgrowing technological innovations, digital marketing is also evolving by bringing new features and techniques.
However, in the race of kicking off new campaigns, you might ignore crucial forums like email marketing.
Despite popular belief, email marketing is still in use in 2020. Marketers think newsletters are essential to their marketing initiatives’ success.
Similar to this, emails are the sole way to receive frequent information about new blog content.
As a result, email marketing creates a solid basis for your other marketing initiatives, supporting the ascent of your company to success.
Do you believe that missing it would be worthwhile? Obviously not.
For your entire digital marketing plan to be successful, it is imperative that you recognise the significance of email marketing.
If you don’t know how important email marketing is in the age of digital marketing, let us explain it to you.
Methods of Well-Executed Email Marketing
Email marketing is more than just sending out a mass email whenever a new blog article is published. And it goes beyond just notifying customers via email when you have a promotion or offer.
Understanding the many email formats, their timing, and the various campaigns you’ll employ to communicate with your subscribers is essential for mastering email marketing.
The Email Formats You’ll Employ for Email Marketing. As an email marketer, you’ll rely on one of three types of emails.
- Transactional: To give customer service
- Relational: foster relationships with subscribers by interacting with them.
- Promotional: intended to increase sales.
Each category promotes a distinct interaction with your subscribers, as you can see in the chart below.
1. Transactional emails
These are the emails that your automated systems send to prospects and customers to confirm their activities.
The majority of transactional emails follow templates that the marketing tools we use have supplied, yet on average, transactional emails generate 2–5 times more income than conventional bulk emails.
The eight different kinds of transactional emails you may employ are shown below, along with some advice for increasing their transactional value:
1.Order Verifications
Emails with order confirmations are opened more frequently than any other sort of communication. When you consider it, it makes sense: the recipient has just handed you money and wants to confirm the specifics of their transaction.
The majority of companies take no action to grow this email’s effectiveness.
Consider what Amazon does, though. This kind of email completes the deal, establishes expectations, and verifies the purchase.
The customer is enthusiastic about their purchase, so it’s a wonderful moment to make a further offer or request a recommendation.
2. Purchase Receipts
Receipt emails, like confirmation emails, have a high open rate, but they’re rarely leveraged for growth. The template provides space for a “contact us” message and also add offers details.
3. Account Creation
This email notifies consumers of their login details when you create an account for new purchases. Consider how you can make use of transactional emails.
This email is not frequently utilised, like the majority of transactional emails. But joining a restricted group is similar to receiving a gift. Your consumers are ecstatic and content. Invite them to take action, like telling their friends about how excited they are on social media etc.
4. Return Confirmation
If you sell tangible goods and a customer asks a return merchandise authorization (RMA), this is an excellent opportunity to present them with an offer or a discount. Even if they are unhappy with the thing they are returning, they may be delighted with your superior customer support.
Your objective in this situation is to re-engage clients, either by presenting an alternative product that better meets their needs or by offering a promotional code.
5. Services Tickets
Support ticket follow-up emails provide you the same chance to add a tonne of value as return confirmation emails. You may easily invite someone who received excellent help to share their experience or to prolong their enjoyment by giving them a voucher.
6. Confirmations of Unsubscription
This message is an ordinary automated message. But what if you could come up with a deal that was suitable for these emails? How much more progress would you make the consumer through that process?
To succeed in email marketing, you must adopt this way of thinking. You see, with email, you don’t need to make major adjustments to notice significant progress.
Small changes may have a tremendous impact. Consider the emails you have previously sent. As you can see, the majority of them are system-generated, meaning they only include generic statements.
2. Email type Relational Emails
Businesses who utilise email to nurture leads produce 33% fewer leads overall but 50% more prospects that are ready for sales.
Here are 8 different sorts of relational emails you may use to achieve these goals for your own company, whether it operates online or offline.
1. New Subscriber Welcome
Each new contact should receive this email right away. It gives readers an overview of your company, explains what they may anticipate, as well as the advantages of joining your mailing list and the value you want to deliver.
Here is an illustration that both establishes expectations and offers value. Welcome emails should clarify expectations and offer value.
2. Newsletters/Blog Articles
Every time you produce content, you should send it to your subscribers through email.
These emails might be brief and straightforward introductions to your subject with a link to view it.
Stay top of mind and keep your brand relevant with email newsletters. They are a great way for connecting with prospects as well as nurturing existing customers with company news and events, product announcements, upcoming projects and more.
Sent regularly, email newsletters are effective in helping businesses retain happy customers and collect valuable insights for future campaigns.
3. Emails for lead nurturing
Lead nurturing is the process of guiding potential consumers through a journey that might influence their purchasing decisions. Creating buyer personas can help you more successfully reach your target demographic and be successful.
Because they are more timely, automatic, and personalised than a standard email blast, lead nurturing emails provide additional benefits. The process is made practical and easy by email automation technology, which sends scheduled emails to prospects depending on their interactions with brands.
Lead nurturing, as its name indicates, is all about interacting with leads at each stage of the buying process. In order to increase the likelihood that your leads will convert into paying customers, lead nurturing aims to develop a connection and cultivate trust over time.
4. Corporate Emails
When you pay a third party to blast their database on your behalf, it is referred to as a sponsored email. Sponsored emails may be a terrific method to connect with new audiences and find prospective customers.
The primary advantage of sponsorship emails over other types of emails is that you can be very particular about the audience group you wish to target. This form of communication may provide you with a significant ROI if used properly.
5. Referral Requests
You should always request a reference from your subscribers after a successful engagement. Consider making a new purchase, finding a solution to an issue, or even just sending a kind email.
Relationship emails should not be written, regardless of the purpose for which they are being sent. Additionally, they must always add value. Don’t forget to outline the following steps and exhort people to begin them right immediately.
3. Promotional Emails
The Direct Marketing Association reports that 66% of customers completed an online purchase as a direct result of receiving an email marketing communication. Promotional emails are undoubtedly effective tools for business growth.
Let’s discuss the eight different kinds of promotional emails you ought to be sending, with illustrations from the DigitalMarketer archives.
1. Promotional Emails
A promotional email, often referred to as a solo email, is delivered to your database and contains content to advertise a certain campaign. In that they assist in creating the atmosphere for introducing the primary call to action, they function very similarly to a landing page. In the end, this may lead to a rapid and large increase in income.
2. Delivery of Gated Content
Valuable information that isn’t publicly accessible online is referred to as gated content.
You must “pay” using either your email address or a social share in order to view the content. The visitor’s email address is typically requested in return for free lead magnets and optin incentives.
This automated email successfully completes that transaction by delivering the specified material. Similar to transactional emails, though, there is a tonne of possibilities for inventively boosting their value.
3. New Product Launch
As an email marketer, your objective is to guide new subscribers through the value journey and turn them into promoters. Promoters have a high level of responsiveness and frequently desire whatever you put out. Given this, you must constantly create new items to cater to these “hyper-buyers.”
Create a series of announcement/promotion emails, like this one introducing DigitalMarketer’s brand-new Content & Commerce event in 2016, to let them know about it later.Use these final four varieties of promotional emails to inform your subscribers and hyper-buyers of the steps you are doing to address their issues.
4. Confirmation of Webinar/Event
Relational and transactional emails are both used in this category. You’ve asked someone to reserve some time for you on their calendar. They have committed to you.
You must formally reaffirm your commitment.
The transactional aspect of the situation is that. They must get a confirmation email from you outlining the time and date of your webinar in addition to any other essential details.
Because individuals value the time they set aside for their friends, you also want these emails to be relational. From one of our seminars, this is a useful illustration. To maintain guests’ attention, you’ll see that we go through the information that will be presented at the event.
Email Marketing Statistics
The statistics that follow merely scratch the surface of the email marketing universe.
It’s crucial to remember that the effectiveness of your email marketing will vary greatly based on the message, content, and execution. With that stated, we’ve searched the internet for some eye-popping statistics on email marketing that will dispel any scepticism.
- By 2025, there will be 4.6 billion daily email users, up from the current 4 billion users (Statista, 2022)
- Every day, over 306 billion emails are sent and received (Statista, 2021)
- The typical email open rate is 29.87%, the typical click through rate is 1.32%, and the typical bounce rate is 10.12% across all industries (2022, Constant Contact)
- Email newsletters, according to 31% of B2B marketers, are the greatest method for nurturing prospects (Content Marketing Institute, 2020)
- When marketers implement segmented email marketing efforts, their income increases by 760%. (Campaign Monitor, 2019)
- Over the past 12 months, 78% of marketers have noticed an increase in email interaction (HubSpot, 2022)
- A/B testing emails by brands results in a 48:1 ROI.
- 15% more unique mobile clicks may be attained with a mobile-responsive email design.
- 99 percent of email users check their inbox daily, and some check it up to 20 times (OptinMonster, 2020)
- Approximately 85% of the individuals you send an email to receive it (OptinMonster, 2020)
- Approximately 60% of customers join a brand’s email list to get marketing emails and discounts, compared to only 20% who follow businesses on social media (MarketingSherpa, 2016)
- About 67% of people check their email on mobile devices (OptinMonster, 2020)
- Email, according to 68% of consumers, is the preferred and most personal method of communicating with their favourite companies (Bluecore, 2016)
Email Marketing Best Practices
To maximise the effectiveness of your email marketing activities, there are a tonne of suggestions and best practises accessible. The following 5 recommended practises can help you take your email interaction to the next level and can be started immediately.
1. Learn About Your Audience
Before you begin sending emails to your audience, you must have a thorough grasp of them. To begin, consider the communication preferences of your audience, their likes and dislikes, and what sets them apart from the general populace. After answering these inquiries, you may proceed to creating an active email database.
2. A/B Testing to Determine Resonance
Test repeatedly and then some. It’s crucial to A/B test each component of your email.
In order to obtain more definitive findings, we advise testing just one ingredient at a time. First, test important components like the subject line and the main call to action. For your testing to be applicable, you must also ensure that you have a sizable sample size. Go on to the following test as soon as you identify a winning component.
3. Create Your Email List
Before you can send emails, you need a list of contacts. It’s crucial to confirm that each name on your email list was included voluntarily, regardless of whether you’re beginning from zero or have an existing email list.
Additionally, you must confirm that each subscriber did so voluntarily and with their approval. This will allow you to remove any fake, rented, or bought email addresses from the list and prevent you from running the danger of being blacklisted by well-known internet service providers.
The only way to increase your open and click rates and develop an engaged recipient base is through organic recipient acquisition.
4. Create Personal Emails
Hyper-personalization is a crucial component of modern digital marketing. For good reason, personalised communications outperform generic or untargeted ones in terms of effectiveness.
Emails also follow this rule. Simply put, personal emails are superior. Batch-and-blast emails won’t do the trick any more. By adding personalization and using smart platforms and targeting technologies, you can raise your email conversion and engagement rates.
5. Automate Email Campaigns
As your business succeeds, so will the number of people in your network. And as your email list expands, adopting a highly focused and personalised strategy will become increasingly challenging.
Fortunately, there are solutions out there that help automate and optimise your targeted email interactions. You may schedule all emails based on the business factors you specify by using email automation solutions.
So, is email marketing on its way out? It’s evident that email marketing is still alive and well, and that it’s here to stay. It is still one of the most relevant and successful methods to engage audiences of all ages.
Are you ready to take your business to the next level with email marketing? You can rely on the RDS Team to perform the heavy work for you! Check out our service page!!
