Computers were originally invented and used for scientific purposes, but they have come a far way in the last 20 years where personal computers have been the norm. They are no longer for just computing and calculations, and it is hard to imagine anyone without a computer in this day and age. With the adoption of personal computers as mainstream and the expansion of internet services, email has become the de facto mode of communication via computers. This opened up a new avenue for marketers to employ a new and more efficient marketing technique, that of digital marketing and more specifically email marketing.
Even with texting and messenger services becoming popular communication tools, email marketing is still the rockstar for marketers to promote and market commercial messages. We use email for all our official communication purposes, and even for informal ones. Marketers leverage the widespread usage of the email medium to send ads, request business, solicit sales or donations, or send information which the recipient might find interesting or useful. Email marketing is primarily used to build loyalty and trust among clientele, generate a brand value and awareness which a customer will easily recognize and relate to. It enhances the relationship between a brand/company/merchant with their current, previous and new customers through repeat business and regular updates about the products and services being offered.
There are numerous interdependent factors that make or break an email campaign. The first and probably the most important one would be the email list. Having a strong mailing list gives an edge to any marketing campaign and this list can be homegrown through own user base or purchased lists from online databases and list brokers. Once the list is set, the next point of focus is the design of the email. Nobody would give a second glance at an email which appears bland, verbose or unorganized. So the onus is on the marketer to avoid spammy content and present their proposition in an enticing style. The best way to go is keeping it simple, crisp and short. Who would want to scroll through an entire email! The right call-to-action and its placing seals the deal and could generate a potential buyer.
An efficient and dependable Email Software and Email Service Provider (ESP) is the difference between an optimized campaign and being blacklisted by the receiver. ESPs provide user-friendly tools for list management and even design, offer great dashboards for measuring your email campaign that too at a very reasonable fee. This is one place where loosening the purse string pays better. All the effort of obtaining a good list, making a great design and using a good ESP will go in vain if the emails are not sent keeping in mind the timing and frequency. We wouldn’t be interested in checking out an email on a Monday morning when we are busy with work related tasks or on a Friday evening when we just can’t wait to get out of the office. So timing is the key, and this can change the game. Frequent emails are annoying. Keep them coming at a steady rate and you have yourselves a happy client base.
When done right, email marketing is one of the most efficient ways to promote and market a brand and with the right set of tools and elements by your side, there is no telling what heights you will reach. If you find this fascinating, boy then you should checkout our smashing Digital Marketing course where you will learn more about email marketing techniques and strategies along with other digital marketing practices.