What is Email Marketing?
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. It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails.
History of Email:
The very first email was sent in 1971 by a computer engineer named Ray Tomlinson. The message he sent was just a string of numbers and letters, but it was the beginning of a new era of communication. Tomlinson was also the person who introduced the usage of the “@” symbol in email addresses.
In 1978, a marketing manager at Digital Equipment Corp named Gary Thuerk used this new method of direct communication to send out the first commercial email to let people know about a new product.
By the ‘90s, the internet had become commercially available to the masses. The way people communicated with one another began to change dramatically, and marketers discovered that email could be an effective way to advertise. The emergence of marketing emails also ushered in the need for regulatory updates; the U.K. Data Protection Act, for example, was adjusted to require an “opt out” option for all marketing emails.
Types of Email Marketing:
There are many different types of email marketing. Each one serves a different purpose and takes a different avenue to engage with your audience. We are going to look at some of the many different types
Welcome emails
This type of email welcomes customers and encourages them to learn more about your product or service. They often offer a trial or other bonus. It is used to introduce a potential new customer to the business.
Newsletter emails
Newsletter emails are very popular, and they often highlight new products and services. They may also include articles, blogs, and customer reviews. Usually, there will be a call to action to move the reader to do something, whether that is reading a new blog post or checking out a new product.
Lead nurturing emails
This type of email targets a specific audience through a series of emails in the hope of eventually converting them. Typically, lead nuturing emails focus on a group that is interested in a specific product or service and then build their interest through more emails that offer additional information or relevant promotions. The goal is to push users from the consideration stage to the purchasing stage.
Confirmation emails
Those that have recently signed up for emails or newsletters, or have purchased an item online for the first time may get a confirmation email. This ensures the prospect that the information has been received and they are on the list to receive additional information. These are also a way to let users know that their purchase has been received or that their sign-up was successful and can include more actions for them to take.
Dedicated emails
If you want to reach out to only a portion of your email list, this is called a dedicated email. Its list may be based on recent purchases, inactive clients, new members, and other specific types of criteria.
Invite emails
These types of emails often announce upcoming events, new product launches, and seminars. Most companies use these types of emails when there is something special going on to gain attention and increase awareness about special events.
Promotional emails
These types of marketing emails are very common and tend to be generic and go out to a large audience. They are usually used to maintain awareness and may tease new products and services.
Survey email
Feedback from customers is one of the best tools for a business. Sending out these emails communicates to your customers that you value their opinion and want to create an experience, product, or whatever you’re offering that they’ll enjoy. Businesses can also take the feedback from these surveys and apply them to their offerings, creating what is hopefully a better product.
Seasonal marketing emails
Many companies take advantage of the holiday season or special occasions to reach out to their customers and prospects with information on upcoming sales and promotions. They are often tied to holidays like Christmas, Valentine’s Day, Mother’s, and Father’s Day.
Importance of Email Marketing:
Yes, it is important, creating a strong email marketing strategy helps you reach and connect with your target audience in a personalized way and increase sales at an affordable cost. Just as other platforms and media have changed, email marketing tools give your business the ability to reach customers easier than ever. Here are my top 9 reasons on the importance of email marketing and how they can help your business:
1. Stay in contact with your audience
2. Reach customers in real-time
3. People engage with emails
4. Email marketing is easy to measure
5. It’s affordable
6. Allows for targeted messaging
7. Increase brand awareness
8. It’s timely
9. Everyone (almost) uses email
Advantages of Email Marketing:
Email has become such a popular marketing tool for businesses partly because it forces the user to take some kind of action; an email will sit in the inbox until it’s read, deleted, or archived.
Email marketing can help you build a relationship with your audience while also driving traffic to your blog, social media, or anywhere else you’d like folks to visit. You can even segment your email and target user by demographic so you’re only sending people the messages they want to see most.
Email marketing also allows you to run A/B tests of a subject line or call to action to identify the best performing message by using email marketing software that can also be configured to easily send out emails. Check out Mailchimp's email templates to see more of what you can do with email marketing.
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