What is Email Marketing? How will it help merchants grow their business?
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Have you ever tried to convey a message to your potential customers? Have you ever tried to communicate a particular deal or offer to them? Or have you tried to promote your products amongst your target group via emails? If yes, you have been using the email marketing all this while. That’s right! Any email sent by a seller/ merchant/company to its existing customers or potential target group is an email marketing. Let’s understand it better.
What is email marketing?
In the race to reach the top, companies today send too many mails talking about too many offers and deals every now and then. Though it IS email marketing, but practicing it gives the email marketing only a bad name. Ideally, email marketing is known to be a practice by businesses to inform their customers about something THEY(customers) may find useful, by a tailored message. In contrast with what is being practiced these days-sending innumerable emails-it is a practice to give the customers a better experience.
Email is the third most influential source of information for B2B audiences, second only to recommendations by colleagues and thought leaders.
What do numbers say about email marketing?
- 3,800 percent is an average ROI that email marketing has. It means that the average return is $38 for every dollar invested. (Salesforce)
- In 2017, it was recorded that there were 3.7 billion global email users. It is predicted that this number will increase to 4.1 billion in 2021. (Statista)
- While communication for business purposes, 86% of business professionals prefer using email.
- It has been concluded by Martech Advisor that adding videos to an email can increase the click rates by 300 percent.
- Mobile email accounts for 20-75% of email opens, depending on the target audience. (emailmonday)
- If your email is not optimized for mobile, 80 percent of users will delete it. (Bluehornet)
- 72% of customers receive promotional content via email as compared to social media.
- 38% of people suggest that the top reason they subscribe to an email list is special offers.
- As many as 56 percent brands had a higher open rate when they used emoji in their email subject lines, according to a .
- CTRs are 47% higher for B2B email campaigns as compared to B2C email campaigns.
Tuesday is the best day of the week to send email (according to 10 email marketing studies).
How can email marketing help merchants?
Although there are multiple, here we list the 5 crucial points on how can email marketing help merchants while being in the digital marketing world:
Personalized Content, Personalized Email:
Email marketing authorizes the merchants to personalize the message that they are wishing to sent to their customers. In contrast with the bulk mails that businesses send to their customers, they can also send the personalize email to the users. For example, a deal or offer can be sent to a customer if its an occasion that’s important for the customer-birthday, anniversary etc. Such personalized email creates a instills of bonding with customer and helps a merchant to develop a long lasting relationship with the customer.
Reaching Targeted Audiences:
Control. Yes, that’s the right word. A merchant using email marketing can have control over who sees its ads, offers, promotions etc and when? Unlike traditional digital marketing catalysts that businesses previously used, now they can target the customers and send the emails. On the basis of customers’ location, demography, lead status etc, the mail can be sent to them according to their needs.
On the basis of the segment, personalized email can be sent to get higher conversion rate.
With a well-planned strategy, email marketing can be done with smart content and design. It will procure you a better results in terms of brand building. Success in creating brand awareness makes a brand stand apart in digital marketing field and their are chances of your brand coming ahead of others in customers’ mind when they are deciding to have product or service.
A good branding can turn leads into clients and clients into customers.
High Scale Distribution:
In the age of digital marketing, it becomes easy to expose your brand across length and breath of the digital world. How? Via email marketing, it takes just one click for customer to share what you have shared with him/her. Result? Your deals, offers, promotions reaches to a third person without any effort from your side. It results in credibility and instills the sense of trust for your brand amongst larger group of people.
Use of Deeper Analytics:
If you’re thinking that email marketing includes sending email to the consumers and just wait for the lead to become client, you are wrong. With a comprehensive insight to what actually happens when you send a mail can help you achieve what you desire. With analytics, merchants can know the results of email marketing which include:
- Delivery Rates
- Open Rates
- Click-to-deliver rates
- Click through rates
- Retention Rates, and much more.
Using these information, you can also get to know the behavior of the customers and can take the action accordingly for a better email marketing campaign the next time.
Better ROI with Cost Effectiveness:
With no additional charges such as those used in print and social, email marketing uses a minimal cost resulting in better ROI.
According to direct marketing association, email marketing brings in $40 for every $1 spend, outperforming search, display, and social marketing.
Instant Impact and Result:
As compared to other means of digital marketing, email marketing creates an instant impact on its customers. In traditional marketing methods, it becomes difficult for sellers to understand as to what was the factor behind the actions taken by the customers. However, with email marketing, merchants can send mail 24 hours before the campaign creating the sense of urgency and on the basis of results, can understand how well the email marketing worked.
Things to avoid with email marketing
Although email marketing ensures a better relationship and conversion rates for businesses, the potential threats that it can impose are there too. Have a glance over them:
Untargeted mails can end up getting you marked as spam. That’s true, no customer likes an irrelevant mail and spam is the place for such mails. A merchant needs to make sure that the marketing complies with the privacy and data protection rules.
Remedy: Always use targeted email marketing.
In case of non targeted email marketing, apart from spamming, click through rate is always lower.
Use of some multimedia or other files in the email sometimes makes it inaccessible for the customers to see it. As a result, the mail looks incomplete and doesn’t get displayed to the users the way you would have thought. Also, some recipients from different platforms are not able to see such mails.
Remedy: Use of a good copy than visuals is more effective. Also, test your email on different platforms to check its visibility and accessibility.
Amongst the 18-24 year olds, 72.9% use their mobile phones to check their email.
There are certain softwares that filter out the mails which contain spam words in the subject line or content. There are internet service providers too which take the same actions. In addition to it, if email list is not updated, it will end up sending the mail either to a wrong address or in vain, if no such address exists.
Remedy: Keep your customer email list updated while practicing email marketing. Avoid using words that are mostly considered as spam.
If the size of files that a merchant is sending is too big, it can take too much time to be downloaded. As a result, customers either don’t open the mail or it makes them lose their interest in the content.
Remedy: Use files that are small in size. If possible, use effective content and not much visuals.
When a customer or prospect opens a mail on a mobile phone and then opens the same mail in some other device, they are more likely to click-through your site or offering by 65%.
Lack of Resources and Skills:
If there is lack of data, updated email list or skilled resources, consider the situation alarming. Try and have correct design, copy, and mail list.
Softwares that can help you in email marketing
There are certain softwares with which you can check you emails before sending. The softwares notify you if there is any error that can lead to the spamming of your email. Some of of those softwares are:
They check if there is any error in content, DNS server issue, font etc and help you in better email marketing.
In addition to it, the Mailtester checks the content, if you’re blacklisted, if your DKIM signature is not valid, if your mail can be improved and many other details as shown in the image below:
Email Marketing Giants that can help your businesses thrive!
Email marketing – although being an easy digital marketing medium – is not easy to be handled manually. You read that right. Email marketing is a process that needs automation to reach out to a huge customer base with utmost ease. But it is not difficult in this age of digitization to accomplish it. It would be remiss of us not to mention the formidable companies which are celebrated in the world of digital marketing to help merchants in email marketing. Some renowned email marketing companies or developers of softwares that help in inbound/email marketing are:
- GetResponse, and many others.
These companies not only help in sending the emails to customers and prospects but do a lot more. Personalized email, crucial data management, customer relationship management, web analytics, social media marketing, and content management are some of the vital services that these companies and software providers deliver.
Tips Before Practising Email Marketing
Stick to the Rules of CAN-SPAM:
To avoid your brand to be seen in bad light, stick to the CAN-SPAM guidelines. It is a law that sets guidelines for email marketing. It includes non-deceptive headlines, unsubscribing method, and your name with address.
Don’t Mail Just to SELL!
Don’t practice mailing just for the sake of selling. Understand the needs of your customers. Try and know what do they want to know and what can be beneficial to them. Sending deceptive mails can help you once but can end up getting you marked as spam forever.
Build and Don’t Buy The List:
It is one of the most important tips to remember. Always build your own list as buying list will not help you. Sending the unwanted mails to the recipients will not only mark you as spammed but will render you no profit.
Be on Time:
In case of newsletter, be careful about time. Sending a properly scheduled mail to customers can make them rely on you in terms of what to expect from you and when. In such a case, they will not only open the mail but will wait for your mail the next time. Result? Better open rates, better results.
The preferred means of business communication is email for 73% of millennials, according to a survey.
It is always recommended to send personalized mails while practicing email marketing. Apart from the feeling of bond customers will have for you, a relationship will also be established.
Those consumers who buy products or services through emails, spend 138% more as compared to those who don’t receive email offers.
By far, email marketing is the most effective tool in the world of digital marketing. It is most effective in capturing attention of customers through targeted emails. It helps businesses connect with leads and prospects in a better way than ever in digital marketing world. To drive sales and revenue, it a practice of the future that needs to get started with today. Who knows, it can create wonders for your brand and can get you customers who will stay with you for a long time in the future.
Think about it, and plan how YOU can make an impression around the globe via email marketing in the vast digital marketing world.
CedCommerce is a global web development agency and the Official Channel Integration Partner of marketplaces such as Walmart, Newegg, Sears, Fruugo, and many others. In our determination to help sellers all across the globe, we have assisted more than 500 retailers in integrating their stores to various marketplaces and we move forward every day, increasing our clients.