Email marketing is a great way to connect with your customers. You can use it to nurture leads, increase brand awareness and sell products.
This guide will walk you through email marketing basics and provide an email template and tips for optimizing email campaigns to improve conversions.
What is Email Marketing?
Email marketing is sending emails to customers and prospects to increase brand recognition, drive engagement, nurture leads, or make a purchase.
You can’t ignore email as a business. You can see that there are more than 4 billion email users in the world. That’s over half the population of the planet! The average ROI for email marketing in 2022 will be $36 per $1 spent.
You can also send a variety of different emails. Email can be used by businesses of all sizes to connect with their audience and educate them.
Email marketing: 6 advantages
Email marketing is a powerful tool for marketing your business. Email marketing has many benefits, but we will focus on the six most important ones directly affecting your bottom line.
Brand awareness
Email is a great way to spread the word about a brand, product, or service by sending valuable resources, educational material, news and updates, and much more.
To create brand awareness, you should align the content and design of your emails with your Brand Identity.
Increase website traffic
Email is a great way to increase traffic to your site. You can send snippets from recent articles to your subscribers and direct them to the full version of your blog. Add calls-to-action to your promotional emails to direct subscribers to landing pages or sales pages for more information about your products.
Increase sales and revenue
Email is a great way to get your product and service in front of potential customers. You can also experiment with different marketing techniques to increase revenue. You can, for example, offer free shipping and discounts to encourage purchases. You can also share collections and roundups that highlight specific products. Use upselling and cross-selling techniques to increase your average order value.
Other marketing channels can be boosted
Email allows you to integrate your marketing channels, drive traffic, and promote other customer touchpoints, like social media, landing pages, blogs, or in-person events. You can, for example, ask your new customers to post a review to your Facebook page or launch an Instagram challenge to which you invite your subscribers.
Keep customers engaged
Email allows you to be creative with your messages. You can create a variety of different email campaigns. Changing your email campaign keeps your customers engaged and excited about your company. It also helps you to stay in their minds.
Gain valuable business data
Email is a great way to learn about your customers and their behaviors. This can be done by sending out email feedback forms and surveys, tracking analytics, or tracking your emails. Use this information to improve the quality of your emails, products, and services.
Email Marketing Tools can be used to create automated workflows that trigger emails in response to specific customer actions. Send a welcome message to a contact when they sign up for your email newsletter.
Automation can save you not only time but also effort. It helps you to send the correct email at the right time and minimizes human error.
Welcome emails
The first email a subscriber will receive when signing up for your email list, or purchasing is a welcome series.
With an open rate average of 50%, welcome emails are a great tool to introduce new contacts and customers to your brand, services, or products.
The best welcome messages are concise and actionable. They are primarily concerned with getting subscribers to the “next steps.”
This is an example of the welcome email Duolingo sends users after they start learning a language.
This email lets customers choose what they want to do next, such as downloading their mobile app or practicing on a desktop.
You can ask your new customers for a review of your product via email.
Newsletter emails
Newsletter Emails are one of the most common types of email campaigns.
Brands can use these newsletters to communicate industry updates, tips and tricks, feature articles, blog roundups, and more.
Here is an example of a Visme email newsletter highlighting their blog content-related brand visual design.
They are sent regularly, like weekly, biweekly, or monthly. These are excellent tools for building trust and relationships with customers.
Email campaigns for promotional purposes
A promotional email aims to advertise a product, recurring sale, or service to your target audience.
Here is a great promotional email example from Modernica.
The company is promoting some of its top Black Friday sales so that customers can be aware of it and take advantage. Modernica will likely promote this sale through other marketing channels, like its website and social media. Email is a great way to build an omnichannel marketing strategy.
Email marketing is a great way to advertise your business.
Cart abandonment emails
Cart abandonment emails are sent to customers who have visited your store, placed some items in their shopping cart but then left the store without making a purchase.
Here is an example of an email sent by Public Rec in response to a cart abandonment:
These emails can convince cart abandoners to return and complete their purchase. Studies show that abandoned cart emails can generate $5.81 per recipient.
Cart abandoners have already shown an interest in your products and store. You can bring them back by reminding them, creating urgency, and offering incentives such as discounts or free shipping.
Seasonal marketing campaigns
Emails are sent at specific times of the year, such as holidays, seasons, etc. These emails are perfect for promoting services or products corresponding to particular seasons.
Here’s an example of a marketing email that Lush sent out to promote their Halloween products:
Lush will likely increase sales by showcasing products in line with the current season. A clothing store could promote beachwear during the summer or showcase jackets and coats in the winter. Or, they could share gift ideas with moms on Mother’s Day.
