Email Marketing has been in existence for 42 long years. In 1978, Gary Thuerk, also known as the ‘Father of Spam’ started a new concept by sending first commercial mass emails to 100 odd people.
The evolution of emails has been phenomenal. It’s expected that we will be sending out more than 350 billion emails in 2024.
Business owners might assume that email marketing is an outdated practice, but according to Direct Marketing Association, email marketing on average sees a 4300 percent return on investment (ROI) for businesses in the US. No other form of communication, including social media campaigns can give you those kinds of results.
Think of all the types of emails you get from brands – welcome mail, deals mail, new products and announcements etc. Emails are not only the most imp part of the marketing strategy, but also the easiest way to have a direct communication with your customers (Assuming they are opening and reading the mails).
How do we implement an email marketing strategy that helps us build brand awareness and eventually increase ROI? We will discuss all of that and more in this blog.
Email Marketing is time consuming. It is a lot of manual email blasting to a large audience, and sometimes even multiple email blasts to narrower audiences.
To know about email marketing analytics click here.
Also, your sales team needs to know the stage of the customer buying journey, to speak and sell the right product/service to them. Lead nurturing is an important aspect of sales, and doing it manually is a cumbersome and expensive process, especially if your deal closing process lasts more than a week.
|Email Marketing has to be integrated with marketing automation to get the maximum results out of our campaigns.|
Marketing automation is a comprehensive strategy that eventually leads to automating the process of interacting with prospects and clients through all the digital channels, and email marketing plays a big role that.
As soon as you sign up for a newsletter on a website, you automatically start getting daily/weekly/monthly mails from them. It is not done manually; there are great marketing automation platforms out there which help you automate the entire customer journey digitally. We will discuss the same here later.
You do not want to come across as an intrusive brand that does not care about its customers’ privacy. Also, you do not want to pay a heavy price for ignoring the rules. We will talk about government policies in different countries.
If the word CAN-Spam sounds scary to you, let us help you get rid of that fear. CAN-SPAM guidelines are a set of law that sets the rules for commercial emailing.
It basically means send emails to people who want to see your email and send them what you promised. It’s not too complicated and in the long run, helps your business establish trust and build brand value.
A. Don’t use false or misleading header information: Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.
B. Don’t use deceptive subject lines: The subject line must accurately reflect the content of the message.
C. Identify the message as an ad: The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.
D. Tell recipients where you’re located: Your message must include your valid physical postal address.
E. Tell recipients how to opt-out of receiving future email from you: Your message must include a clear and conspicuous explanation of how the recipient can opt-out of getting an email from you in the future.
F. Honour opt-out requests promptly: Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message.
G. Monitor what others are doing on your behalf: The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law.
To know more about the legalities around email marketing in different countries, click here.
Now that we are aware of who all we can send marketing emails to, the next step is to strategize how to collect more email IDs and start sending out emails.
This is an integral part of email marketing automation. This is the first step to start email marketing. Brands spend months on this before starting out the campaigns. It is also an ongoing activity that never stops. Potential, past and current customers have to be put in appropriate lists so that they receive appropriate communication as per their customer journey.
Some of the common ways of collecting email IDs are –
3rd Party Newsletters
Paid campaigns on social media
Content marketing via Blogs
After collecting these emails, we have to put them in the correct lists. Click here to learn more about creating kickass email marketing lists.
Email marketing is the most confusing yet best form of digital marketing.
We are not kidding!
You must think that who even reads the mails nowadays in the generation of Whatsapp, Facebook, Instagram and whatnot.
There are many Email Marketing service providers, which one is fit for your brand? It depends on your scale, industry and budget.
We have listed our top 8 EMSs with their pricing structure here -
1) Active Campaign – For small businesses – Easy to use, great price
2) Moo Spend – For non-profits and smaller agencies – Easy to use, great price but lacks analytical features
3) Hubspot – B2b Services – Exceptionally great reporting, Expensive
4) Omnisend – Ecommerce – Customized features for eCommerce, not easy to use, expensive
5) Rejoiner – More like an agency, Personalized service, Very expensive
6) ConvertKit – Blogging – Very simple, low offerings
7) SendInBlue – Transactions/financial organizations – Solid API, great delivery rates, Good automation
8) MailerLite – Personal Use – Value for money, good for starting out
Out of all these 8, the best for
Ease of use – Active campaign
Affordability – MailerLite
Deliverability – ActiveCampaign, Rejoiner
Features – Hubspot
Reporting and Analytics – Hubspot
Integrations – Active Campaign
Customer Support – ActiveCampaign, Hubspot
Security – ActiveCampaign, Hubspot
To know more about these email service providers, click here.
Like any other marketing tactic, here also, content is king.
It’s 2021, we don’t send bulk emails anymore.
Every email matters and for every person. Sending out 200 emails with targeted content is better than sending out 20,000 random and unplanned emails.
With every email, there are certain content parts to look after.
A. Subject Line – A self-explanatory and exciting subject line will define the open rate of your campaign. Make sure to keep it short 10 -60 words, related to the actual content of the email and personalize wherever possible. Use the first name of the receiver, most ESP allows you to do that.
B. Preview text – This tells the subscriber more about the content of the email. Use 35 to 150 characters to brief the receiver more about your subject.
C. Personalize – This can continue in the email copy. Target the content to your audience, don’t send content relevant to a 60-year-old to a 30-year-old. Customize your lists as per various demographics as suited to your brand.
D. Crisp Content – Try to have a simple, direct conversation with your audience. Sometimes, in order to make the emailer catchy, we also make it confusing. The top priority is to get clear communication out.
E. Short content – Make sure to bullet wherever possible, keep the paragraphs short and not include more than one main point per paragraph.
F. Relevance – Make sure that the copy of the content is in line with the subject. Talk about things relevant to the brand and to the audience.
G. Showcase Benefits and Outcomes – Answer the why more than the what. Talk about how your brand will make a difference in the receiver’s life rather than what your product is.
H. Personality – Make sure to follow your brand personality and tonality in the emailer. Your brand collaterals should cohesively reflect and resonate with your brand.
I. Spam – One word, don’t. Also, always include an unsubscribe link in the footer.
J. Communication details – Make sure to include an address and contact details for the receiver.
Want to know the secrets of writing email marketing copy that converts, why not check our detailed blog on creating highly converting content for your emailers! Click Here.
Did your campaign work? Should you re-apply the strategy for the next mailers? Should you increase or decrease the budget? You get answers to these kinds of questions after strictly analyzing the numbers.
There are 8 key metrics that decide the success/failure of a campaign.
A. Open Rate – One of the most basic metric to check how many people actually opened your email. Although a high rate can be gratifying, it only proves the success of the subject line.
B. Click-Through Rate (CTR) – This is of the most used and relied upon metric for email marketers. This is simply a record recipient clicking on the links (CTAs) within the email.
C. Conversion Rate – This is a very important metric that tells us how many people actually went to the designated destination and filled out a lead gen form/made a purchase.
D. Bounce Rate – An important concept for email campaigns. Marketers try to keep this rate as low as possible. It is simply the number of emails not being delivered due to soft and hard bounces.
E. List growth Rate – This metric is analyzed to see how the list is growing over the years of business. Of course, there are more subscriptions happening, but the email list needs to be cleaned of unengaged customers also. This helps you maintain your open rate high.
F. Email Sharing/Forwarding – This is a metric that tells you how many people are forwarding and sharing your content. It is a clear sign of how relevant and interesting your content is.
Want to know more about this, why not check our blog here.
This pretty much sums up email marketing. Master these 5 components and (Voila!) you just created yourself a fabulous email marketing campaign. It is a slow process but is highly effective and converting if done right!