What is Email Marketing and How Does it Work?
Although technology has advanced tremendously, email marketing still maintains relevance, simply evolving with time. Its present level of relevance proves its effectiveness in driving business growth, especially with more and more marketers joining the train.
This guide contains a detailed explanation of email marketing, how it works, and everything else you should know.
First, What Is Email Marketing?
Email marketing is a form of direct digital marketing using email to promote a business’ services and/or products. This marketing type uses mass, personalized emails to educate and convince leads to take specific actions, such as downloads, making a purchase, etc.
What Problem Does Email Marketing Solve?
Email marketing helps businesses, both startups and established companies, to solve several problems, including:
1.Deliver Targeted Messages
Email marketing helps businesses to send emails to subscribers who meet their desired criteria. Sending the same content to all customers or subscribers has become ineffective; email marketing allows you to segment your contacts, targeting only the most concerned persons during each campaign. This ultimately results in higher engagements, and more sales or downloads, as the case may be.
The more leads generated plus higher engagements with your Call to Action, CTA, the higher your business’s revenue. According to Marketing Week, email marketing generates approximately £29bn retail sales yearly. It’s a way to exploit impulse buying, making your subscribers buy your products as quickly as two clicks of a button.
3.Budget and time optimization
All businesses, especially small businesses, typically experience budget and time constraints. Of course, while some bigger organizations can afford higher budgets for sponsored adverts, buying advert spaces, etc., several small businesses cannot. A comparatively cheaper yet effective alternative is email marketing. This form of marketing help businesses uses budget and time most efficiently. Thankfully, designing professional campaigns isn’t as time-consuming and complicated as you may think.
Why Businesses Can Use Email Marketing
Businesses can use email marketing for various reasons, including:
Affordability: The cost-effectiveness of email marketing is laudable. Many tools also offer pricing plans that cater to all budgets, regardless of the size of your business.
Accessibility: All age groups can access email. It helps businesses connect with an extensive range of audiences, including the least digital-oriented persons.
WHISPA has a proven track record of helping business service providers digitize their businesses and effortlessly reach their customers for feedback. WHISPA enables business owners to send links to their customers for feedback and understand areas they excel in and need to exert even more effort in improving their customer satisfaction levels and ultimately generating even more revenues.
You Own an Email List: Even if other marketing channels disappear the next minute, including social media, your email list will stay – it’s yours forever.
How Does Email Marketing Work?
Apart from its ease of setup, Email marketing is often automated. Basically, an effective marketing campaign needs three essential elements:
An Email List: All businesses need an active email list to create a successful email campaign. An email list is the database of email contacts. You can create an email list in various ways, including creating irresistible offers in exchange for email addresses, etc.
An Email Service Provider: Secondly, you need an email marketing platform or software to manage your email list. Such providers design, execute and automate email marketing campaigns. ESPs also help a business’ marketing team interact personally with their email contacts, resulting in higher engagements and conversion rates.
Defined Goals: Email marketing helps achieve many business goals, including boosting brand awareness, driving sales, engaging customers, lead generation, etc. After having an active email list, subscribing to a great email service provider, the next is to define the goal of your marketing campaign. This helps you to narrow your audience, targeting only the right persons.
After all of these, send emails to your list using your dedicated ESP while automatically monitoring the campaign’s performance and outcome.