EMAIL MARKETING

 

Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.

 Email marketing strategies commonly seek to achieve one or more of three primary objectives, to build loyalty, trust, or brand awareness. The term usually refers to sending email messages with the purpose of enhancing a merchant's relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.

Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business's products or services. It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts.

Email Marketing Objectives

A well-designed email marketing strategy allows you to reach lots of different long-term and short-term goals. Take a look at the most popular objectives.

• Increase brand awareness. An email campaign is a great opportunity to remind clients about your brand. The more often they see relevant emails from your brand in their inbox, the more likely they are to choose your company when looking for a product. Keep in mind that sales-focused emails alone won't help you create the right brand image in your clients' minds. So, combine sales emails with educational content.

• Boost sales. This is probably the A-list objective of every marketer. If your brand is credible, it won’t take much stress for your clients to purchase right from your email. You can inform subscribers about upcoming sales, hot deals, and even provide them with personalized offers.

• Build credibility. If you haven’t earned credibility yet, use emails. Be honest and straightforward  customers appreciate this. Add reviews and testimonials to your campaigns so subscribers have the proof in front of them. You can also provide a link to your site page containing customer feedback. At least, your product cards should have a review section.

• Drive traffic to your site. It doesn't take a ton of effort to reach this goal. Every email campaign includes links to several site pages, so if you manage to create an eye-catching subject line and relevant offer, clients will follow the links. This way, you can either boost traffic to your popular pages or promote those which lack user engagement.

• Reduce long sales cycles. If you sell services or complex products, it takes much more time for your leads to make a buying decision. Here email campaigns come into play. You can share step-by-step guides, useful checklists, and video instructions to help customers clearly see the benefits of using your product.

• Automate routine tasks. That is all about trigger and transactional emails. With their help, you can send campaigns automatically in response to your clients’ actions. Such emails include the following: welcome and on boarding series, registration confirmation, abandoned cart email, order confirmation, password reset email, and reactivation campaigns. This way, you will cut costs by handling these processes manually and focus on more important things.

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