Email marketing is a powerful digital marketing channel that utilizes email to promote a business’s products or services. This form of direct automated marketing helps the target audience to know about the latest products and offers. Email marketing is a form that can inform customers from a mailing list base about new products, discounts and other services. It also plays a key role in marketing strategy with attracting potential customers, increasing brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails.
Email can be used to promote a company’s products and services, to encourage customer loyalty. It can also be a softer sales pitch to remind customers of brand value or to keep their attention between purchases. Email-marketing is one of the popular and effective tools for advertising campaigns.
Why do you need email marketing? Goals of the tool
Email marketing is a source of marketing communications. It is only through email that a brand can make an exclusive offer to every customer in its audience. Email-marketing has a high ROI (return on investment), engages potential customers faster and more effectively. At the same time, the tool is easy to integrate into the overall strategy and apply together with other promotion channels.
The goals of email marketing are:
- Increase brand awareness;
- Increase sales;
- Building trust with customers;
- Increase traffic;
- Automate routine tasks.
Despite the popularity of social media today, email marketing remains an important channel for communication. First of all, emails are more personalized and segmented for the audience, which of course attracts and hooks the customer. In addition, email marketing requires less financial outlay than other platforms.
To prevent your email from going straight to spam at best, at worst – straight to the block, you need to clearly and correctly develop the structure of the email with the basic elements of email marketing.
- Subject line.
- Text, content.
- Images, graphics.
- Call to action – CTA (call to action).
- Time of mailing.
- Optimization for the device.
- Personalization.
The letter should be targeted to a specific user, conveying the main idea, theme, as well as the brand voice (Tone of voice). The picture or photo should be eye-catching and relevant to the topic. Be sure to add a call to action. This is a button that will stand out against the background of the main text.
Since there is a high growth of mobile consumption of content, you need to take into account the format of the email. It is important that it is convenient for the user to read it and see all the elements. Therefore, the content needs to be optimized for different smartphone models.
One of the main goals of email marketing is personalization. It is recommended to compose an email as if it was meant for a close friend, with information content that will be of interest to them.