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Email marketing, as its name suggests, involves using email to promote your business or brand. It may seem outdated, but email marketing is far from obsolete. In 2020, the number of global e-mail users amounted to four billion and is set to grow to 4.6 billion users in 2025. With billions of active email accounts worldwide, email marketing has impacted almost every corner of the world.

Email marketing is a powerful tool to promote a business’s products and services, as well as incentivize customer loyalty. Through carefully crafted email campaigns, businesses can reach their customers with timely information on new products, discounts, and other services. By building a strong email list, businesses can create a loyal customer base that will continue to support their growth.

Email marketing is a very popular and effective tool for growing your brand or selling your products. It can also serve as a means of educating your audience on the value of your brand or keeping them engaged between purchases. It can also be anything in between.

What is email marketing?

Email marketing is a form of marketing that uses email to promote your business or brand. Email marketing can be used to reach a large audience, build relationships with customers, or promote special offers or discounts. It is an effective way to reach out to your customers and grow your business.

Email marketing is a powerful tool to promote your business’s products or services. By integrating it into your marketing automation efforts, you can keep your customers up-to-date on your latest offerings or deals. It can also play a pivotal role in your marketing strategy by generating leads, increasing brand awareness, building relationships, or keeping customers engaged between purchases through different types of marketing emails.

A brief history of email

A short history of email begins with its humble beginnings in the 1960s. It was created as a way to send messages between computers, and it wasn’t until the 1970s that it began to be used for personal communication.

On October 29, 1971, Ray Tomlinson, a computer engineer, sent the first email. The message was simply a string of numbers and letters, but it was a groundbreaking moment in communication. Tomlinson was also the person who introduced the usage of the “@” symbol in email addresses, which has become the standard.

One of the first recorded email marketing campaigns was sent by Gary Thuerk, an early pioneer of the internet, who sent out a mass email to 400 potential customers in 1978 promoting his company’s new computer system. This email is widely credited as being the first spam email.

The internet became commercially available to the masses in the 1990s, which dramatically changed the way people communicate with one another. Marketers discovered that email could be an effective way to advertise. The emergence of marketing emails also ushered in the need for regulatory updates. For example, the U.K.’s Data Protection Act was adjusted to require an “opt-out” option for all marketing emails.

Benefits of email marketing

Marketing via email helps you reach your customers directly, and it’s one of the first Internet-based ways to drive conversions. Email marketing is relatively straightforward, but it’s critical to select the proper email marketing strategy for your business. It can be as simple as creating an email blast or as advanced as using database marketing techniques. But no matter the approach you take, marketing via email allows you to reach your customers, increase sales, engage your audience, and grow your business.

An email has become a popular marketing tool for businesses partly because it forces the user to take some kind of action; an email will sit in the inbox until it is read, deleted, or archived. Email is also one of the most cost-effective tools available. During a 2020 survey carried out among marketers worldwide, it was found that for every U.S. dollar invested in email marketing, brands earned 36 U.S. dollars. Among the presented industries, the ROI was highest in the retail, eCommerce, and consumer goods sector, with 45 dollars per one dollar spent.

Email marketing allows you to run A/B tests of a subject line or call to action to identify the best-performing message by using email marketing software. This software can also be configured to easily send out emails.

Email marketing can help you cultivate a relationship with your audience while also directing traffic to your blog, social media, or any other desired location. You can segment your emails and target users by demographic, ensuring that each recipient only receives messages that are most relevant to them.

Are you struggling to find new customers, or demoralized by not having a customer come back? If so, email marketing can be one of the best tools you have at your disposal. You can do this yourself or choose a digital marketing agency with a strong email marketing track record to help you capture and nurture leads effectively.

Tips for building an email marketing list

There are a few ways to build an audience of people to send emails to as part of your internet marketing efforts. All of them have to do with treating your customers right and taking into consideration marketing best practices.

• Make sure your list is permission-based

You should only be emailing people who have expressly permitted you to do so. Email marketing companies typically have a strict policy against buying email lists, as this generally results in low-quality leads. Instead, focus on encouraging people to opt-in to receiving messages from you, for example by offering lead magnets.

If you’re looking to increase signups for your email list, consider offering a discount on first orders when customers sign up via a custom form. You could also offer new subscribers free shipping on their next order, or a chance to win a prize.

• Be mindful of email regulations at the national (and international) level

Ensure compliance with any legal requirements and applicable laws in your jurisdiction when sending automated emails, such as the CAN-SPAM Act  in the United States, the Canadian Anti-Spam Law (CASL), or the General Data Protection Regulation (GDPR).

The regulations for email spam filters vary depending on your location and the location of your subscribers. It is your responsibility to know which laws apply to you.

• Use Email to have conversations with your customers

Not only is it a great marketing tool, but it can also help your business in other ways. It may be beneficial to take a break from your typical marketing content to send out surveys, follow up with customers after a purchase, or simply say hello. This allows your audience to provide you with valuable feedback that can improve your business.

• Only send messages when necessary

When emailing your audience, only send messages when necessary to avoid overloading their inboxes and causing them to lose interest or unsubscribe. Remember that once someone has trusted you with their email address, it is important to maintain that trust. Sending them relevant and engaging messages about the stuff they like will ensure their loyalty for a long time to come.

• Personalize your emails as much as possible

Personalization in an email message helps the reader feel like you’re speaking directly to them, and subconsciously increases the likelihood that he or she will open your email. You can do this by using their name in the subject line and body of the email, and by providing content that is relevant to their interests.

By taking the time to personalize your emails, you will build a stronger relationship with your subscribers and create a more successful email marketing campaign.

• Make sure the email form is short and easy to complete

Include a strong call to action, such as “Sign up now!” or “Get your free ebook!” in the form to encourage people to sign up. Keep your message clear and concise, and make sure to include a call to action. By making the sign-up process easy and offering an incentive, you can encourage people to sign up for your email list.

9 most common types of email marketing

• Welcome Emails

Creating and sending a welcome email to your website visitors and new subscribers is a great way to introduce your business to potential new customers. These emails can include information about your business, special offers, and educational resources.

• Email Newsletters

An e-newsletter is an email sent on a regular basis to subscribers in order to keep them informed about the latest news and updates regarding your product or brand. Depending on the type of content you have to share and the frequency with which subscribers expect newsletters, you can send them weekly or monthly.

• Dedicated Emails

Dedicated emails, also known as stand-alone emails, are a great way to share information about a single offer with your target audience. Sending dedicated emails is a great way to get the word out about your business and make sure that your target audience is aware of your offerings. It is also a great way to promote a new product or service.

• Sponsored Emails

A sponsored email is an advertisement that is placed among the regular content of the email newsletter owned by someone else. Sending sponsored emails can be a great way to reach your target audience with a relevant message. When choosing an email sponsorship, it is important to select a newsletter with a large and engaged audience that is relevant to your business or brand.

• Transactional Emails

A transactional email is one that helps to facilitate or maintain a commercial transaction or relationship. It can provide updates about an ongoing commercial transaction as well.

• Re-Engagement Emails

Re-engagement emails are designed to reconnect with unengaged subscribers and reignite their interest in your content. These emails are also known as win-back emails.

• Brand Story Emails

A brand story email is a series of emails that collectively tell a story about the brand, the product, the service, or the company. Brand story emails can be used in tandem with social media content, an email newsletter, or blogs.

• Video Emails

Video emails are a new email trend, where users broadcast a video message to their recipients. Just like regular emails, video emails can also be sent and received through other email applications.

• Review Request Emails

A review request email is a message that solicits qualitative opinions from customers after buying a product, using a service, or attending an event.

9 brilliant email marketing examples with the best results

1. Rifle Paper Co.
2. Glossier
3. Boxycharm
4. Function of Beauty
5. Beardbrand
6. Chubbies
7. Wool and the Gang
8. Tuft & Needle
9. Brooklinen

Steps to get started with email marketing

• Figure out your goals

To create a successful email marketing campaign, you need to think about what you want to achieve.

So ask yourself again, what do you want to achieve with email marketing?

Do you want more website visitors, more customers, or more sales?

Do you want to increase brand awareness, or build relationships?

Once you know what you want to achieve, you can move on to the next plan in your email marketing strategy.

• Define your target audience

Before you can create an email marketing campaign, you need to know who you are trying to reach. Take some time to think about whom your target audience is and what their needs are. Once you have a good understanding of your target audience, you can create a campaign that appeals to them.

• Choose your email campaign type

As we have discussed above, there are several types of email campaigns that you can use to promote your business or brand. The type you choose will be based on your goal and target audience.

• Collect email addresses

You can do this by having people sign up for your newsletter or by adding a signup form to your website. You can also purchase email lists from companies that specialize in collecting email addresses.

• Choose an email marketing service

This will make it easier to create and send your emails. There are a variety of email marketing services to choose from. Some of the most popular services are MailChimp, Constant Contact, and AWeber. Each service has its own set of features, so it’s important to choose the one that best fits your needs.

• Create your email

This can be a simple text email or a more complex HTML email. If you are using HTML, make sure to test your email before sending it to your list to ensure that it renders correctly in the various email clients.

• Choose the perfect time to send your email and send your email

You don’t want your email to get lost in the sea of other emails, so make sure to send it when your target audience is most likely to be checking their inboxes. The best time to send an email depends on your audience, so do some research to find out when they’re most active online.

Tips to create a successful email marketing campaign

• Choose a relevant email list

To ensure your emails are effective, you need to send them to the right people. Therefore, Keep your audience in mind – know whom you are trying to reach with your email, What kind of tone you should use, and What kind of information they will be interested in.

• Design your email

Make sure your email is well-designed and looks professional remember, first impressions count! Even if your email contains valuable and insightful content, its impact may be limited if it does not look appealing.

• Keep your subject line short and to the point

Your subject line should clearly tell the recipient what your email is about. No long paragraphs, no silly variable names, or long words. It should be short and quick to digest. Make it clear what the email is about and why the recipient should care. Otherwise, your email will likely be ignored or deleted.

• Personalize your email subject line and content

Always include a sentence or two about your reasons for contacting them personally. This lets the recipient know you’ve done your research and are interested in building a relationship with them. Your subscribers want to be treated like individuals with distinct identities and needs. And that is precisely what email personalization provides you with the ability to do. 

• Be conversational in your email content

Customers will respond better to emails that feel like a conversation, rather than a formal advertisement. To make your emails more conversational, start by addressing your customers by name. Then, use natural language and avoid jargon or acronyms.

• Create follow-ups

In addition to an initial welcome email, you can create follow-up emails that offer discounts, new content, or other incentives to keep people coming back and engaged with what you have to offer. By nurturing your subscribers and continuing to communicate with them, you increase the likelihood of conversion.

• Send emails from a real person

The wrong type of email alias can give the impression that your business is sending out a generic, automated email to their entire list. Imagine receiving an email from “[email protected].” To avoid this, be sure to choose an alias that sounds professional and personalized.

It is important to use a recognizable sender name to ensure that your messages are delivered to your subscribers’ inboxes and to create a more personal connection with your audience.

• Use strong calls to action

Call to action helps encourage your recipients to take the next step, whether that’s visiting your website, making a purchase, or signing up for your newsletter. By using persuasive language and offering a clear benefit, you can encourage your readers to take the next step and convert into customers or fans. 

• Include links to social media platforms

By including links to your social media platforms your recipients can be able to connect with you in multiple ways. You can also include links to your website or blog so recipients can learn more about you and your work.

• Use images and infographics to make your email marketing campaign more visually appealing

By including images and infographics, you can make your campaign stand out and give your recipients something to look at other than just text. This can help to engage recipients and make your campaign more successful.

• A/B test your emails

A/B testing is a simple way to test the elements of your email. Create and Send out two different versions of the same email to a small group of people and see which version gets the better response. Then, send the winning email to the rest of your list.

This is a great way to make sure your emails are effective. By A/B testing your emails, you can make sure you are sending out the most effective emails possible. This will help you get the most out of your email marketing campaign.

Email marketing can be a highly effective way to reach out to your target audience and promote your brand or business – but it has to be done right. Keep these tips in mind to make sure your next email marketing campaign is a success.

In conclusion, email marketing is one of the most powerful marketing tools out there. If you’re not using it, you’re missing out on a large amount of potential revenue. It’s one of the most powerful tools for reaching customers and nurturing relationships.

Email marketing is effective because it’s highly targeted. You can insert a product or service directly into the inbox of a specific customer, and it’s easy to send follow-up emails to let them know you’re still there.