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Email marketing for businesses isn’t a new concept. In fact, compared to other online marketing channels like social media, mobile device applications, and even search engines, email marketing might seem a bit outdated.
A lot has been happening over the past few years with email marketing, and the discipline is still always in motion. Altered behaviors and expectations by consumers call for new email marketing methods. Approaches like personalization and segmentation are transforming company newsletters from anonymous bulk emails into customized emails.
Today, most consumers read their emails on their mobile devices, and checking for emails has become the most common activity carried out by smartphone users. The competition for attention in consumers email inboxes is forcing more companies to attach increasing importance to well-designed emails which are personalized and have relevant content, ensuring that the emails will be opened and read.
Statistics show that email marketing has a broad reach, as well as being one of the best marketing tactics for return on investment. Just about everyone has an email address these days, and the majority of users prefer to receive advertising messages that way. Plus, with smartphones, emails are always right in the pocket of consumers and can be retrieved at any time. According to recent estimates, the importance of email marketing will continue to grow over the next few years. It’s clear that any online marketing strategy your company employs should include email marketing campaigns.
Email marketing requires more than just sending out the occasional newsletter. Today, marketers also need to set up and maintain subscriber lists, create and design relevant emails, and send these out systematically.
For your email marketing strategy to be effective and successful, it is imperative that you utilize the technical options available
continuously optimize the process through the use of modern analytical tools.
Despite the widespread use of the digital juggernaut that is email, many entrepreneurs have yet to implement an effective email marketing strategy for their business because they don't know how to do it or haven't yet recognized how powerful it can be.
Email continues to serve as the core communication platform of the Internet and will only continue to grow. Currently, more than 3.7 billion people have access to email, and more than 3 billion non-spam emails are sent and received every hour of every day. If your business isn’t already taking advantage of this powerful and massive marketing channel, you're missing out on an effective way to reach your target audience.
Chapter 1 – What’s Email Marketing and Why Your Business Needs It
Email marketing is a kind of Internet marketing that allows the user to send customized messages in the form of an email to their readers to inform, advertising, or to solicit certain actions from their readers.
There are certain essential components of email marketing that include:
• Message automation
• HTML responsive layout
• Advance list maintenance
• CAN-SPAM compliance built-in
• An easy integration
• A dedicated IP address
• Help for deliverability
The message automation is the feature of email marketing that allows you to send different emails in response to a particular action. If a consumer just signed up for a discount, they will receive an automatic welcome message that will serve as a confirmation of the subscription. Message automation can also be set up to send proof of orders when someone makes a purchase on your website.
HTML Responsive Layout
The HTML Responsive layout will allow you to send customized emails in plain text or HTML format. It also allows you to make use of HTML and CSS to create responsive templates that can adapt to all devices in the world.
This makes email marketing campaigns capable of being read on mobile devices. The good part is that you don’t have to learn how to code HTML because this feature is automatically loaded with the software.
Advanced List Maintenance
This feature allows you to add and remove email subscribers from your list quickly. You can use this feature to automate subscription and opt-outs. It helps you keep your email lists updated.
This is a feature that is designed to check compliance with the unsolicited pornography and marketing, CAN-SPAM Act of 2003. This act has given the United States Federal Trade Commission the right to enforce all necessary standards to protect email owners from unsolicited contents like pornography.
Easy Integration Feature
This feature allows for the integration of other services into your email marketing campaign. You can incorporate your e-commerce website with your email campaigns through this feature, and you can also include several mobile apps, loyalty programs, and social media apps to your email marketing campaign.
You can connect Google analytics to your email campaign through Easy Integration feature so you can track the clicks on your email, as well as incorporating product recommendation features into the email, through the use of this feature.
Dedicated IP Address
A dedicated IP address is incredibly essential for the integrity of your email. This IP address should be one that is solely dedicated to your business, and it should be the only one used to send emails to potential customers. Your email recipients will have peace of mind when they receive your emails with this dedicated IP address.
Deliverability is a feature that is included in an email marketing software that ensures that your emails are delivered to the right place. If your emails aren't delivered, then your marketing strategy just won't work. This features constantly deploys the tools that you need to track down deliverability issues with your emails.
Why Your Business Should Implement Email Marketing
Email provides you with the opportunity to send a message to your audience for any purpose on any day of the year that costs you next to nothing. This makes email an incredibly powerful way to communicate with your target audience.
When you are able to create a solid email marketing campaign and send the right messages to the right people at the right time, you are sure to build an audience of highly engaged fans that can't wait for your next message to hit their inboxes. Additionally, they are ready to buy whenever you have a product or service to promote. There are several compelling reasons why you need to start implementing email marketing for your business.
Generates Massive ROI
A recent study conducted by the Direct Marketing Association found that businesses will earn an average of $43.00 for every dollar invested in email marketing.
In fact, marketers have consistently ranked email marketing as the single most effective strategy for generating awareness, acquiring leads, generating sales, and improving customer retention, compared to the other marketing strategies most commonly employed.
Generates Long-Term Results
In 2010, the company MarketBeat first started collecting opt-ins for their newsletters. Almost two decades later a good number of subscribers that signed up during the first year continue to read their content, engage with their advertisers, and buy products and services from their business.
Your email list is a long-term asset that will continue to generate revenue and social capital for your business well into the future.
Most Customers Want Email from Companies
MarketingSherpa conducted a study that showed that 72 percent of U.S. consumers say that email is their favorite way to communicate with the companies that they do business with.
They also discovered that 61 percent of consumers like to receive weekly promotional emails from their favorite brands, while 28 percent of consumers would like to receive promotional emails more frequently.