What is email marketing .?
This is the use of email to send advertisements or sales, promotions and request business opportunities sent to potential or current customers .
There are various types of email marketing mainly:
• Promotional emails
These are used to drive sales for your product. New product offers for your business and encourage signups from potential customers. Its great to implement a successful email marketing campaign to achieve the business goals.
• Email newsletters
These are for sending out company / brand news , events ,product announcements and feedback requests to your current customers. They are helpful to educate customers about your business , company and products . they help you get valuable insights about your customer thus ability to retain them.
• Event invitation emails
When your company wants to host an event , be able to send an exciting email to get them to register for your event. It should include details about your event, date, agenda time and location. Its kind of an invitation to get your customers to reserve.
• Transactional emails
Customers engage with these emails during orders, shipping and return or exchange notifications at higher rates. Its up to the business or company to implement call to action, branding and marketing it products.
• Welcome emails
This is an email sent to new subscribers. It’s a way of introducing your company or business to your potential customer. You can get to know them by knowing /asking their preferences and how often you can contact them.
Ensure with these email you make a first great impression.
• Review request emails
When or after customers purchase your products its important to invite them to leave a comment or review your products. By sending review email you keep your customers engaged with your business products. It helps you get honest reviews which may encourage and build confidence to new customers to purchase your brand product.
• Seasonal campaigns
During holidays you can launch a marketing strategy for the certain holiday and including exclusive discounts and urgency to get your customers to purchase. Make sure that the campaign matches the holiday theme to promote your business
Crafting a great working email.
Use a subject line to make a good first impression. The subject line is like a gatekeeper or the face of your email. You have to write a great one to compel your customers enough to be interested in opening your email.
Use constituent content with a call to action. This helps your customers to take an action like ask, buying ,reserving , downloading and liking.
Write in second person whereby you use pronouns such as “you” “yours” since this means you orient the copy towards the reader and not yourself.
Always to remember to talk about benefits of your products and not just features. Its your job to explain the value of your email to your customers.
Write brief email , by summarizing what the reader will understand in a compelling way and click through to your products on websites for more information. Keep your message on –point.
Enter helpful links too in your email to help your customers or subscribers to help them around your product or related topic.
_Manage your email campaigns by _
use A and B testing to improve engagements by writing two versions to test which performs the best.
Use relevant campaign landing page related to your product.
Measure the performance of your email campaign by using relevant analytics tools to get an understanding of your campaign.
Measuring success in email marketing
Overall traffic to site. Establish a base line to show you the lift of overall traffic gained from your campaign
Open rate which is the % of email recipients who did open your email.
Click through rate which is the percentage of email recipients that did click through various links in your email.
Conversion rate which is the percentage of recipients that completed a desired action such as filling a form or buying a product or leaving a review.
Bounce rate(soft and hard) which is percentage of your total emails that were not delivered successfully to recipient inbox. Soft bounce are result of problem with valid email due to full inbox or recipients server. Hard bounce on the other hand are due to invalid or closed or non-existing email.
The list growth rate of your email subscribers.
Email sharing and forwarding which is how many have forwarded your email to other people
Those who have unsubscribed also after you sent a list to their emails.
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