Email Marketing

Simply put, email marketing refers to the use of email communications in a marketing strategy to reach specific business goals. Emails can be used to generate sales, enhance customer engagement (i.e., newsletters), acquire customers, create brand awareness and reward customer loyalty.

​

For existing clients and customers, email marketing emphasizes communication and awareness. For potential customers, emails can be used to entice and attract in an outreach campaign.

​

The most effective email marketing campaign can be segmented in such a way that caters to multiple personas for different initiatives. For example, one campaign may be designed for onboarding new customers, another for announcing a Black Friday sale.

​

Here are a few other examples of different email campaigns.

 

Types of Email Marketing Campaigns

​

Newsletters

Newsletters are effective for keeping your customers tuned into your brand. They typically contain an intro, description, and links with images informing customers regarding new products or services, industry news, important announcements, or any changes in your business that you wish to convey.

​

Welcome Messages

These emails are typically sent out to first-time clients after online registration but are also used for sales generation, lead follow up, or brand awareness. A welcome message usually works best when combined with a special offer to further generate customer interest or action.

​

Anniversary or Birthday Messages

This campaign boosts customer retention and loyalty. This type of email highlights milestones important to the brand or the customer and is usually accompanied by a special promo or discount code that they can use.

​

Limited Time Offers

This email campaign is used to target customers in sales, especially those who have purchased similar items or those who have not completed their purchase. These emails also come with promotional codes or discounts that expire within a certain timeframe.

​

Abandoned Cart Emails

Again, for those involved in e-commerce, sending an email about an abandoned cart can encourage customers to complete their purchases. These emails can be automated messages that ask the customer to complete their purchase within a specific timeframe.

Want to learn more about how customers abandon carts? Read our previous blog on cart abandonment here.

 

The Benefits of Email Marketing

​

Build up customer enthusiasm

Email marketing is very effective in generating customer interest. When done right, a newsletter is cost-effective, fast, and simple way to keep customers informed on (and excited about) new product launches or new promotions.

​

Enhance customer loyalty

Email marketing allows you to regularly stay in touch with customers and website visitors. Proven buyers also appreciate being kept up-to-date with the latest products and promos. Studies show it costs five times more to acquire a new customer compared to retaining an existing customer.

​

Better customer outreach

Email marketing has greater chances of being seen, compared to social media updates where they can miss out announcements and just scroll up their news feeds. With a few clicks, emails can be sent to thousands of users. Those users are free to read at their own convenience- whether online or offline.

​

Easy to maintain and inexpensive

As mentioned earlier, email marketing is cost-effective and is relatively easier and cheaper to maintain. Email marketing services such as MailChimp or ActiveCampaign have simplified the process, allowing for greater automation and customization.

 

Expanding Your Content Marketing Strategy

Regardless of a business’s size and industry, emails can present a number of business opportunities from lead generation to customer engagement.

​