Email Marketing is an indispensable part of the online marketing strategy of businesses today. With the ability to reach a large number of users with just one click, this method helps save costs and reach customers effectively. Join Optimal Agency to learn about this form of marketing and How to build email marketing successfully.
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What is email marketing?
It is a form of email marketing to reach potential customers to promote and introduce products and services. This marketing strategy targets current and potential customers to increase brand awareness, promote engagement, build relationships, and retain customers.
The purpose of email marketing is to sell, introduce products or services, and provide customer care to attract and create purchase conversions. Most of the time, email marketing is often aimed at previously established target customers.
Unlike email spam, email marketing does not make customers feel uncomfortable because they have to receive a series of emails. Instead, email marketing will be sent to target customers who have been thoroughly researched by the business. This helps businesses build relationships with customers and increase ROI.
By building email marketing that provides useful and valuable information, businesses can increase customer loyalty and encourage them to purchase. Furthermore, this form of marketing is chosen by many businesses because of its ability to increase brand awareness. At the same time, email marketing promotes purchasing behavior, bringing effective conversion rates and revenue to businesses.
Popular types of Email Marketing
Nowadays, many businesses choose different forms of email marketing to attract target customers. Here are some common types of emails:
Email sales
Also known as promotional emails, it is a way to notify about attractive discount programs and gifts of the brand. Through that, businesses can promote the purchasing process by giving away promotional vouchers with many attractive rewards. Furthermore, you should limit the time you receive the offer.
The content of the email needs to be concise and must contain a strong message to attract the reader’s attention. This helps stimulate purchasing actions and motivate customers to participate in promotional programs. The times to use email sales effectively are promoting promotional programs, launching new products, and increasing revenue.
Transactional emails
Used after the customer has made a successful transaction. Email content focuses on confirming a transaction has been made or guiding the customer to complete the purchasing process. It may include information about order confirmation status, electronic invoices, etc.
Welcome email
Is an indispensable part of email marketing strategy. This is the first email that customers receive from the business when registering to receive emails or express interest in products or services. When sending welcome emails, businesses need to pay attention to consistency, promotions, and gifts to attract customers and control the number of emails.
Email newsletter
The ideal choice for businesses wishing to promote services, and products through content marketing. Instead of sending direct promotional messages, this type of email aggregates the best articles, videos, or podcasts delivered to subscribers’ inboxes.
Besides, the newsletter also focuses on sharing news related to the brand’s business activities. These can be new milestones, information about new products, etc. The frequency of this email being sent is weekly or monthly.
Why should you implement email marketing?
Email marketing is a powerful tool that businesses can use. By building email marketing, businesses can receive the following benefits:
Promote sales
Email marketing helps boost sales for businesses. By sending emails containing product information and special offers to customers, brands can encourage customers to shop and increase sales.
In particular, sending reminder emails about products that customers have added to the cart but have not completed payment is a strategy to stimulate purchase action. Thereby, businesses can increase conversion rates and significantly increase revenue.
Generate website traffic
Email is a way to increase traffic to your business website. You can share snippets of recent articles and get subscribers interested in reading the full version on your website. Or add calls to action to promotional emails to send subscribers to landing and sales pages to learn more about your products.
Increase brand awareness
This is one of the particular benefits of email marketing as it allows businesses to send messages directly to target customers. The brand’s appearance before customers multiple times helps increase brand awareness and product/service recognition.
On the other hand, sending regular emails to customers helps build customer loyalty to increase sales. At the same time, you can collect more customer information from online surveys to improve service quality.
Moreover, you can personalize email marketing to suit the needs and preferences of customers. This enhances user experience and builds a good relationship between the business and customers.
Optimal costs
In Marketing, Google Ads or Facebook Ads,… will provide opportunities to advertise to reach customers. However, these channels require higher costs while the cost of email marketing campaigns is low and suitable for the financial resources of the business. Email marketing helps optimize printing costs, banner design travel, etc. You just need to invest in specialized email marketing software to automate email sending. This helps you save maximum time and effort.
Can detail campaign statistics
When using email for marketing, businesses can measure the performance of the campaign. Measurement tool systems will provide detailed information about the campaign through indicators: email open rate, interaction, link click rate conversion rate,… Thanks to that, you can track and analyze customer behavior in detail. From there, businesses will easily adjust and improve their marketing strategies to reach the right customer base.
Enhance customer loyalty
Email marketing helps businesses reach and interact with current customers and plays an important role in strengthening customer loyalty. By regularly sending quality messages, special promotions, and useful information to subscribers, businesses can help maintain lasting connections with customers.
Instructions on how to build email marketing successfully
To help your email marketing campaign have a high conversion rate, Optimal will share with you the following steps to build effective email marketing:
Exploit a quality customer email list
Prepare an email list of the target customers for your business when deploying email marketing. Some ways to build potential customer email lists include:
Create a newsletter signup form on your website to collect information from visitors.
Use customer information from database sources or customer management systems.
In case a customer interacts or makes a purchase, you can ask the customer to leave information and email.
Or you can buy email lists from reputable, professional providers. Please ensure this listing is quality and privacy-compliant.
Create content that is relevant to customers
If you want to personalize marketing email templates and create relevant content to attract customer attention, classify email lists based on customer characteristics, behaviors, and personal information. This facilitates personalized email content and enhances interaction and conversion rates.
In addition, you can use automatic emails such as welcome emails and sales emails to attract customers’ interest and attention. Or you can add the customer’s name to the greeting or closing line to increase intimacy. At the same time, businesses can improve their ability to interact and reach emails from readers.
Build unique email campaigns
After preparing a list of potential customers and complete email content. Next, you need to build a unique email strategy to send to customers. This is the most important step to impress to motivate customers to take action.
To build an email campaign, you need to clearly define what the goal of the campaign is, such as increasing brand awareness, promoting sales, or sharing quality content. This helps you create relevant content and measure results effectively.
Next, decide who to send emails to to create a positive impression on customers. Then, choose the appropriate email subject to impress customers. Because if the subject content is not appropriate, readers will quickly ignore your email. This will cause your campaign to fail and not attract your target audience.
Finally, you need to create attractive email content with a professional layout and images inside the email to attract readers. In addition, you need to pay attention to using images with large capacity or size. Also, make sure the email content is easy to read and has a clear call to action (CTA).
Additionally, you can test emails by sending them to your inbox before sending them to customers. This will ensure all messages and images are displayed properly.
Use impressive Email design templates
Beautiful and professional email design can create a positive impression at first sight, helping to attract customers’ attention. You can follow the latest design trends in the field of email marketing. Furthermore, you should also combine the use of special design elements such as animations, motion effects, layout, fonts, etc. In addition, you can use design support tools. to create beautiful marketing email templates and impress target customers.
Monitor and evaluate campaign effectiveness
Once you’ve sent your emails, you need to continuously monitor and evaluate your campaign’s performance. Businesses need to pay attention to tracking, and measuring key metrics such as open rate, click rate, bounce rate, spam rate, block rate, and unsubscribe rate to determine the performance of their campaigns pandemic. On the other hand, you should set benchmark metrics and create charts to track changes in results over time.
Once you have enough data, you should compare the performance of different campaigns to determine the most appropriate email timing and frequency. Test different campaign elements such as strong content, topic sentences, and call-to-action placement. Then, track the results to know the factors that help improve campaign performance. From there, you can build effective email marketing campaigns in the future.
In addition, you should take the time to filter out emails that have no potential to optimize costs and time. At the same time, businesses should also regularly refresh the data list by deleting email addresses that are reported as spam or customers that have been inactive for 3 to 6 months.
By building email marketing, businesses can increase brand awareness, products, and services and increase sales. Hopefully, with these detailed instructions, you can deploy successful and highly effective email marketing campaigns!
Please see more:
- What is new in B2B marketing trends 2024?
- 6 most popular digital marketing tools today
- Steps to implementing an effective marketing process in 2024
Frequently asked questions
If used properly, this form of marketing will be effective, but conversely, it will be counterproductive, causing reporting or spam rates to increase. Specifically in the following cases:
Sending mass emails to customers: This common mistake often happens when implementing Email Marketing campaigns. Because every business has different customers, marketing messages need to be adjusted accordingly. Over time, this action looks like spamming unwanted customers who are easily blacklisted.
Not paying attention to email marketing content: A marketing email with sketchy, unattractive content and lots of text will be less attractive to customers. Providing poor-quality content to customers will cause email marketing campaigns to fail.
Inappropriate frequency of sending Email Marketing: When implementing an Email marketing campaign, business employees often try to send emails in their free time to complete work. Accordingly, customers may receive too many or too few emails at inappropriate times. This leads to customers possibly missing emails from businesses.
Ignore the indicators of Email Marketing campaigns: Many businesses only focus on running campaigns without tracking and measuring through indicators: open rate, click rate, and bounce rate,… not only costs businesses time but also costs and time.
Marketers who use email marketing often combine it with tools to optimize campaign effectiveness. These platforms offer advanced features that help you personalize emails, manage contact lists, automate email sending, etc. Some popular tools you can use are Constant Contact, BizMail, Mailchimp,…
