Do you know what is email marketing? Here we shall discuss step by step process of growing your business with email marketing.

Email marketing is a form of electronic direct marketing that uses email to deliver promotional messages to customers.

Email marketing is one of the most cost-effective ways to promote your business and reach out to your customers. It can be used for B2C or B2B communications, but it’s not as effective in terms of ROI as social media marketing.

Email marketing is still effective, especially if you are using email automation software. For example, a marketing automation platform can be used to send out emails at the right time, or with content that’s personalized for your customer. As with all digital marketing tactics, it’s important to have a clear strategy before you get started.

Trends of Email Marketing

Day by day social platforms are rising, but businesses are uses email more than other platforms.

Means business organisations are realising marketing with email is more profitable than other platforms. There are 4 billion uses email daily. This number is expected to increase 4.6 billion by 2025. Means email users are increasing day by day.

Average user spends 10 seconds (approx) to read brand email (Statista, 2021).

According to HubSpot, every four out of five marketers says, they are trusted in email marketing rather than social media.

All above data indicate that building a successful email marketing campaign is more important than any other type of marketing campaign.

Email Marketing Tactics – What the Experts Recommend

For any business ultimate objective is to increase revenue. With best practices of email marketing your organisation can increase revenue by increasing

1. the number of customers,
2. the number of purchases per customer or
3. increasing the average order value.

With best email tactics you can monitor all three growth multipliers simultaneously.

The number of customers –

This is email outreach use for brand-building and increase subscription. Finally convert subscribers into customers. eg. Product launch campaigns, newsletters etc.

The number of purchases per customers –

You must analysis what to include in an email and what not to include. If you provide valuable content, engagement of customer to be increase. After brand awareness and building brand loyalty number of purchase per customer can be increase.

Increasing the average order value –

You can increase average order value by up-sell or cross-sell through promotional email, product recommendations, offer mails, coupon or discount.

Benefits of Email Marketing for any Business

Email marketing can promote, sale, resell and can help engage you with your customers throughout their journey. So, you can say email marketing is also a good marketing channel just like other well-known marketing channel.

Few benefits of email marketing are –

1. Higher ROI
2. Email is permission based
3. Build customer relationship
4. Email provides more control
5. Easy to measure success and Scalable
6. Retain customers

Higher ROI –

The average ROI through email marketing is $36 for every $1 spent. Simply, you invest a dollar and in return receive 36 times from it. Reports further state that of all email campaigns being sent, targeted emails and list segmented emails drive 36% of email marketing ROI.

Email is permission-based –

When a customer trusts you after reading your content or offer and give their email address, it just like they given the keys of their house. Now it is upon you how to use it. By providing better content, offer you can build a life time relation.

Build customer relationship –

A good brand helps to improving relationships with your customers. To communicate and engage with your customers email marketing is one of the best communication platform.

Email provides more control –

Email provides direct access to your audience. Most marketing platform, you don’t own the platform. If any marketing platform change / updates their algorithm, all your hard work will sink with it. As a result your reach to be reduce drastically.

However, with email marketing, you already build relationship with your audience and you make your own email list.

Easy to measure and Scalable –

In any marketing tools measuring the effectiveness is very important. As your audience grows, email marketing campaigns can measure and scale your business growth with compare to marketing expences.

Retain customers –

In any business retaining existing customers is more important than finding new ones. With email marketing for any business, you can nurture and retain your customer easily.

Email List Building Strategies That Will Boost Your Business

To create email list, you must create an email funnel which is a process and journey to convert your target audiences to leads and finally convert leads to customers.

The email marketing campaign can be success on the quality of your email list. Best emails for building a list with good content must be use to build a qualified email list. You must use a list building strategies and design your funnel such a way that it attracts your target audience.

When you design a list building funnel always keep in mind – how to grow an email list? In your funnel you must include –

• Offering a coupon code or discount
• Providing downloadable file with good content
• Conducting webinar.

Steps to be include in list building funnel are –

Building email list –

Most important stage of an email marketing funnel is building your own email list. Audience from website, blog or webinar to be redirect and subscribe.

After creating email list, always provide valuable content. Some of your contacts may be unsubscribe and quit from your list if the email content is not relevance to their needs.

Always you have to provide good contents and you have to engage your leads throughout their journey. With good content and nurture you can convert your leads to customers, even can up sell your products or services.

Nurture your leads –

After getting leads you should engage and nurture them by providing most relevant content. This helps you to gain trust and increase the chances to convert your leads to paying customers.

Convert leads into customers –

Always provide information of products or services that your leads interested in. This will increase your customer list and give you better ROI.

Retention of customers –

Any business don’t want to lose any customer. So it is very important convert them to a regular customer. For which steps to be include –

• Good customer support
• Keep customers engaged and keep them updated about your product or services
• Give them offer / discount so that they feel they are in special group

Why You Should Use A/B Testing To Increase Your ROI On Emails

For better performance of your email marketing campaign, you should know the important of optimisation of your campaign. By A/B testing you can do this.

What is A/B testing of your email marketing campaign?

This is a trial run, in which you send different variation of mail in a similar email campaign. Send these variations to different segments of audience.

This is the process to figure out which email variant brings out best result.

Why A/B testing?

When you start your email marketing campaign, you don’t know what to work for your campaign. If you take a wrong decision you waste your time, money and resources.

A/B testing help you to take a decision to run an effective campaign and increase ROI on emails.

Benefit of A/B testing can give you –

• Increase open and click-through rates (CTR)
• Increase ROI on emails
• Give Cost and time effective

A/B testing optimization strategy

Following components to be consider to follow A/B testing optimization strategy –

ð  Collect data and identify the problem

ð  Clearly define your goals

ð  Select an email service provider

ð  Create variations of your email

ð  Run email A/B testing

ð  Analyze the test results

Conclusion:

Email marketing is not complicated. Email marketing gives huge returns but you have to learn how to do it right way.

Always remember, there is someone in your inbox who subscribe you. Deliver good and valuable content that you promise. Always update them and try to meet their expectations.