Email marketing is the use of emails to send commercial messages to a group of people. Any email sent to a prospect or customer is technically an email marketing campaign. Campaigns usually involve the use of emails to promote a product or service, or share useful information. They can also be a means to achieve customer loyalty, trust, and brand awareness.
These emails can either be sent to an up-to-date customer database or a purchased lead list. Effective email marketing enhances the relationship a business has with its customers and can foster brand loyalty, as well as acquire new customers.
3 Types of Email Marketing
1. Transactional emails
These types of emails are usually sent when a customer has performed certain requests or actions with a company. Transactional emails include password email resets, email receipts, purchase emails, order and tracking emails, and so on. Although the main importance of transactional emails is to convey information based on the action that triggered them, they can also be used to promote products and services.
2. Direct emails
Direct emails involve sending direct messages to customers with the hope of making sales or purchases. Businesses and organisations usually purchase lead lists, which have the email addresses of potential customers to send these promotional messages to.
3. Mobile email marketing
This is the use of email campaigns optimised for smartphones and mobile devices. Businesses can use it to instantly advertise their products and services to mobile users.
How to Run a Successful Email Marketing Campaign
As a business, it is important to use email marketing to reach out to customers. There are three times more email accounts than popular social media accounts combined, and users are more likely to click a link in their emails than on social media.
- Outline Your Goals
When running email campaigns, it is important to draw up a plan to determine marketing goals, as well as what you hope to achieve from the specific email marketing campaigns. This will be informed by involve the demographics to target, as well as the type of content you want to send.
- Build an Email List
If you’re not purchasing a lead list, you can grow your own business customer email database by offering lead magnets, such as free reports and ebooks. This list is what you will use when you send out emails to your customers. You will need to ensure though you have the recipients permission to email them, and apply with relevant privacy and anti-spam laws.
- Select Campaign Type
Determine the type of email campaign you will be using. Examples of email marketing campaigns include email newsletters, announcements, and events invitations.
- Determine Success Rate
After sending out emails, you should check to see if these emails are being clicked and whether sales are being made. Using tools such as Google Analytics and Campaign Monitor, you can measure the success of your email campaigns.