E-Mail Marketing What you need to know.

Your customers don’t give their information lightly, and — if used right — e-mail marketing can be both a relationship-building and profit-building tool.

How does E-mail marketing work?

E-mail marketing is the process of targeting your audience and customers through e-mail. It helps you boost conversions and revenue by providing subscribers and customers with valuable information to help achieve their goals.

Now let’s review when you should use e-mail marketing and some benefits and statistics that support the reason why e-mail marketing is so valuable.

When to Use E-mail Marketing

There are many ways to use e-mail marketing — some of the most common including using the tactic to:

Build relationships: Build connections through personalized engagement.

Boost brand awareness: Keep your company and your services top-of-mind for the moment when your prospects are ready to engage.

Promote your content: Use e-mail to share relevant blog content or useful assets with your prospects.

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Generate leads: Entice subscribers to provide their personal information in exchange for an asset that they’d find valuable.

Market your products: Promote your products and services.

Nurture leads: Delight your customers with content that can help them succeed in their goals.

E-mail Marketing Benefits

There are over 4 billion e-mail users worldwide, so if you’re looking for a way to reach your customers, e-mail is the perfect place to find them.

As of 2020, e-mail generates $36 for every dollar spent.

79% of marketers list e-mail marketing in their top 3 most effective marketing channels.

E-mail visitors are the most likely to convert on forms.

Perhaps the best reason to use e-mail marketing is that you own the channel. Outside of compliance regulations, there is no external entity that can impact how, when, or why you reach out to your subscribers.

Roughly 72% of ecommerce marketers say the biggest challenge they face with e-mail is low open rates.

Getting Started with E-mail Marketing

Before you get overwhelmed with the vast possibilities of e-mail marketing, let’s break down a few key steps to get you started building a strong e-mail campaign that will delight your customers.

You can think of these steps as the way to create a successful e-mail marketing strategy.

Create an E-mail Marketing Strategy

You can learn how to build an effective e-mail strategy and send e-mails that people actually want to read. It just takes a plan (one that can be broken down into a few key steps).

Think of the following five steps as an outline for your e-mail strategy. We’ll dive deeper into some of these in a moment.

1. Define your audience.

An effective e-mail is a relevant e-mail. Like everything else in marketing, start with your buyer persona, understand what they want, and tailor your e-mail campaign to your audience’s needs.

2. Establish your goals.

Before you come up with your campaign goals, gather some context.

You’ll want to know the average e-mail stats for your industry and use them as benchmarks for your goals. For consulting in 2022 Mailchimp reports an open rate of just over 20% and a click through rate of just under 2.5%

As you can see, these benchmarks vary greatly by industry. Using this guide will help you create realistic goals for your team.

3. Build your e-mail list.

You need people to e-mail, right? An e-mail list (we’ll cover how to build your e-mail list in the next section) is a group of users who have given you permission to send them relevant content.

To build that list, you need several ways for prospects to opt-in to receive your e-mails.

Don’t be discouraged if you only have a few people on your list to start. It can take some time to build. In the meantime, treat every single subscriber and lead like gold, and you’ll start to see your e-mail list grow organically.

4. Choose an e-mail campaign type.

E-mail campaigns vary and trying to decide between them can be overwhelming. Do you send a weekly newsletter? Should you send out new product announcements? Which blog posts are worth sharing?

These questions plague every marketer. The answer is subjective.

You can start by learning about the types of e-mail campaigns that exist, then decide which is best for your audience.

You should also set up different lists for different types of e-mails to customers and prospects can sign up for only the e-mails that are relevant to them.

If you are looking for a template for your campaign HubSpot offers a wide range of templates. To check them out Ctrl&Click here.

5. Make a schedule.

Decide how often you plan to contact your list and inform your audience upfront.

This way, they’ll know exactly what to expect ahead of time. Forgetting to do this can lead to high unsubscribe lists and can even get you in their spam.

In addition, once you set a schedule, be consistent. It will build trust and ensure you stay top of mind for your audience.

6. Measure your results.

This should come as no surprise. As marketers, we measure everything. Being meticulous about every key metric will help you make small changes to your e-mails that will yield large results