Email will probably be around for years to come, which is less likely for many social media platforms. Therefore, it’s increasingly important to build on your email marketing channel. Your email list can go with you as you grow—it’s a portable asset. That’s why email marketing campaigns are so important to include in your overall digital strategy.
Some of the best reasons to use email marketing include building relationships, brand awareness, content promotion, lead generation, product marketing, and lead nurturing.
There are 3 core types of email marketing—
- Transaction Email: Users expect to get these as feedback from an action that they took on your website. Receipts, forgotten password emails, support tickets, sign-up details, and shipping details are all examples of transactions emails.
- Content Email: Content emails are meant to provide value to the user and nurture your relationships. Blog posts, free tools, and other exclusive content all fit into this category.
- Conversion Email: In this context, conversion doesn’t necessarily mean purchase. A conversion can be any action that moves the subscriber further along in the funnel. Any type of promotion, sale, upgrade, or invitation can be conversion emails.
Some components often found in successful marketing emails include—
- Copy: The copy in the body of your email should be consistent with your voice and stick to only one topic.
- CTA: Your call-to-action should lead to a relevant offer and stand out from the rest of the email.
- Timing: Based on a study that observed response rates of 20 million emails, Tuesday at 11 AM ET is the best day and time to send your email.
- Personalization: Write every email like you’re sending it to a friend. Be personable and address your reader in a familiar tone.
- Subject Line: Use clear, actionable, enticing language that is personalized and aligned with the body of the email.
Each person who signs up to receive your email is at a different level of readiness to convert into a customer, which is why email segmentation is so important. Here are some ways you can break up your list—
- Geographical location
- Life-cycle stage
- Awareness, consideration, decision stage
- Previous engagement with your business
- Job title
To evaluate the effectiveness of your efforts, make sure to keep an eye on these email marketing KPIs—
- Deliverability: Measures the rate at which emails reach your intended subscribers’ inboxes
- Open Rate: The percentage of people that open your email once it reaches their inbox
- Click Through Rate (CTR): The percentage of people that click on your CTAs.
- Bounce Rate: The percentage of emails in a campaign that are undeliverable. A Hard Bounce means the email address is invalid or doesn’t exist. A Soft Bounce means the mailbox was full, the server was down, or the message was too large for the recipient’s inbox.
- Unsubscribes: Measures the number of people who opt out of your email list once they receive an email from you.
Click here to read more: Hub Spot’s guide to email marketing.