As a type of digital marketing, email marketing makes use of email to establish connections with prospective clients, increase brand recognition, foster client loyalty, and advance marketing initiatives.

Email marketing is often regarded as a low-cost, high-impact method in the online marketing space that may boost sales and consumer engagement. Because of this, it frequently serves as the basis for many modern digital marketing initiatives.

Email marketing: Effects, illustrations, and lexicon

Your marketing efforts could be enhanced by email marketing. Learn some of the essential terms that email marketers use on a regular basis by reading on.

Impact of email marketing

One of the most widely used online communication tools is email. Experts estimate that by 2023, there will be close to 350 billion emails sent everyday by individuals globally. By 2025, they predict that figure would rise to 376.4 billion.

Email is a reasonably inexpensive digital marketing technique that has the potential to have a big impact because it may instantly reach a huge number of potential buyers. The data supports this. According to a 2020 research of global marketers, for example, email marketing has an average return on investment (ROI) of $36 USD for every dollar spent.

However, each industry has a varied return on investment for email marketing. Based on research, the average return on investment (ROI) for four distinct industries is as follows:

Consumer goods, retail, and economics: $45 USD

$42 USD for a marketing, PR, and advertising agency

Technology and software: $36.5 USD

$32 USD for media, publishing, events, sports, and entertainment

It is evident that email marketing offers a potential return that is several times greater than the initial cost, regardless of the business.

Examples of email marketing

You almost certainly come across email marketing if you have an account. Typical email marketing examples consist of:

• Newsletters sent by email notifying subscribers to forthcoming events at a restaurant, gallery, or concert hall

• emails advertising sales for festivals like Diwali and Christmas

• Emails providing a discount on a subsequent purchase that are sent after a purchase are referred to as transactional emails.

Glossary of email marketing

Email marketing is referred to by many different names among digital marketers. Here is a glossary of some important concepts you should be familiar with:

• Acceptance rate: The proportion of emails that the email servers of the recipients receive.

• The percentage of emails that receivers’ email servers do not receive is known as the “bounce rate.”

• Open rate: The proportion of emails that receivers actually open. One of the most important measures for assessing the performance of an email campaign is its open rate. The better, the higher the open rate.

• Subject line: The email’s description as seen in the recipient’s inbox. Subject lines have to grab readers’ attention and be pertinent to them.

• A button or link that directs users to a website or download, such as a product page, blog post, or scheduling page, is known as a call-to-action (CTA).

Best practices and advice for email marketing

A well-run email marketing campaign may help you achieve your marketing goals, engage current clients, and draw in new ones. In order to succeed, you will need to design a deliberate email strategy that purposefully draws in prospective clients with timely and pertinent communications.

Consider the following advice as you are developing your email marketing campaign:

Write topic lines that grab attention.

The message’s content expands on your value proposition and implores readers to take action, while the subject line grabs their attention and entices them to open the letter.

Because there is a lot of competition in receivers’ inboxes due to the volume of emails sent every day, a compelling subject line might help you stand out. Just 21.5% of branded emails get opened on average across all businesses, which emphasizes how important this is.

Attention-grabbing subject lines pique readers’ interest and are pertinent to them. Here are some suggestions for enhancing your topic lines:

• Indicate a promotion clearly. (“Save 15% on Your Upcoming Purchase”)

• In still a feeling of urgency. (“Hurry! Our Diwali Sale of 30% Off Ends in 24 Hours”)

• Inspire a sense of wonder. “Skating on ice in the heat?”

• Emphasize a particular time frame. “Are You Still Needing To Prepare For Christmas? We’re Available to Assist.

• Give it a unique touch. “Your Subscription Is About to Expire, Kabir!”

Organize your content purposefully.

Any writing needs a structure, but marketing emails require it more than anything else.

You may avoid wasting your reader’s time by clearly outlining your value proposition in the first place through an efficient message structure. According to one study, recipients of branded emails will spend an average of just 10 seconds each day reading them in 2021. You might only have a couple of seconds to get your message across.

Make sure your email is organized properly to make the most of this limited period. Among the strategies to make the most of the brief time you have with your reader are:

• Place the most crucial information, like the promotion you want them to view, at the top of your email.

• Make it scannable so that users may quickly locate the data they require.

• Reduce the amount of text in the email and use links to take readers to larger articles, like blog entries that the email mentions.

• Include calls to action (CTAs) in your writing by using links.

In order to guide readers who have browsed through the entire email, make sure you add a clear call to action at the end.

Maintain a straightforward design.

There is a thin line separating attention-grabbing from overpowering. The goal is to produce a visually striking design that grabs the viewer’s attention. On the other hand, you want the design to communicate and emphasize important information. In general, a simpler design works better than a more complex one.

As you design a marketing email, keep the following points in mind:

• In your email, stick to no more than three colours. A smaller colour scheme will draw attention without being unduly distracting.

• Make your branding and logo stand out. It is important that the receiver understands right away who sent it and where to purchase your item.

• Highlight CTAs with visuals.

• Make your messaging mobile-friendly. Since many people use their smartphones to read their email, it is essential they can view your messages on any device.

Send emails exclusively to list subscribers.

Only send emails to people who have consciously chosen to receive them for a variety of reasons. First off, even though it is technically permissible to buy email address databases from unaffiliated vendors, many marketing platforms restrict this activity.

Second, it might be against the law in some circumstances to send marketing emails to people who have requested not to receive them. The Information Technology Act 2000 of India regulates the use of personal data by businesses, including consent, disclosures, and privacy practices.

Ultimately, sending unsolicited emails to people is an ineffective way to reach them. Although it could seem that sending as many emails as you can will help you achieve your marketing objectives, email marketing works best when it is directed towards a specific audience. It makes more sense to market your good or service to people who have already shown interest in it rather than sending unsolicited emails.

Schedule your emails carefully.

Email marketing is mostly dependent on timing. Sometimes the greatest way to increase client engagement and achieve your marketing objectives is to provide the correct message at the right time.

Email marketing is a type of digital marketing that has the advantage of being easily automated. You can send automated emails to a specific audience by using marketing automation. Create automatic nurture sequences or use automation to send customized emails at specific periods of the year, like the holidays.

Through the automatic delivery of pertinent emails that uphold brand awareness and direct recipients through your marketing funnel, automated nurture sequences assist keep recipients engaged.

Monitor and conduct tests.

Receiving data on the effectiveness of your efforts on a regular basis is one of the advantages of digital marketing. This information will be crucial in helping you identify more effective ways to contact your target market when your marketing plan is developed.

Email marketing platforms provide the monitoring of crucial metrics, including open rate, click-through rate, and conversion rate. Additionally, a lot of them let you conduct A/B tests, which evaluate two campaigns’ performances and determine which is the most successful.

Your entire email marketing strategy will perform better if you regularly analyse your data and run experiments.

Tools and platforms for email marketing

Numerous email marketing platforms and solutions are available on the internet. These tools can assist you in creating customized emails, maintaining client email addresses, and sending automated emails to maximize your impact while you carry out your marketing plan.

Several well-known email marketing systems consist of:

• Pedipost

• Mailcot

• Pabbly

• Moosend

You can use marketing platforms to assist in putting your email marketing plan into action, regardless of your marketing objectives.