What is Email Marketing?

You’ve most likely checked your email at least three times today. Especially if you’re at work. Most of those emails in your inbox are email marketing. You’re probably wondering, “What exactly is email marketing?”

Let's assume that the average individual checks their email at least twice a day.

This means if you’re email marketing, you’ll be able to stay in front of your audience on a frequent basis.

Your email list will be eager to hear from you.

I’ve seen it time and again when I helped my clients create an email marketing strategy that successfully wins over new clients.

Many marketers don't know what to focus on when they're sending out email marketing campaigns. There's a lot of room for error, which can mean lost opportunities and lost money.

My digital marketing agency Salish Sea offers marketing copywriting services before they send out their campaigns. So they’ll know what to say in the email and how to say it clearly and concisely.

Email marketing efforts are one of the most effective forms of direct marketing. It allows you to build relationships with potential customers and existing customers. It also boosts sales and engagement through click-through rates and links

One of the best email marketing tips I can give you is to find an email marketing platform that functions the way you work and is at a cost you find of value.

So, let’s dig into email marketing and if it’s the right next step for your business.

Does Email Marketing Work?

Email Marketing is one of the most powerful marketing tools out there. And has a high conversion rate. Email updates or newsletters can show customers its benefits and build brand awareness.

Following is a list of facts an email marketing writer may show you.

  • Hence, an engaging email marketing campaign should maintain its authenticity and garner customer loyalty.

  • Cost-Effective - A 2015 study by the DMA found that for every $1 spent, email has an average $38 return on investment. When shoppers are ready to buy something, they often look for emails from their favorite stores or brands.

  • 86% of customers would like to receive promotional emails at least monthly and 30% said weekly

  • Email Marketing meets your customer where they are every day, in their email inbox. Email Marketing emails are more likely to be read than blog posts. There are many different forms of email sequences for rich customer engagement, I list my most used below.

  • Consumers who purchase products through email spend 138% more

It is important to remember that email marketing is highly customizable.

  • Email marketing templates may urge readers to take the next step in their client's journey by crafting a well-written email that finishes with a clear call to action, bringing them closer to conversion.

  • It works for small businesses and works on mobile devices.

  • Email marketing can be used for signup forms, marketing campaigns, promotional messages

  • If they've become a repeat customer, you can use the information they've provided to create personalized emails and send out company news.

Take, for example, an e-commerce email.

Based on your Google Analytics, CRM data, and other email marketing statistics you can tailor your content to the themes that your ideal client cares about the most.

Oh, your customer went to two different pages of your website to look at your list of available classes but never booked a session?

Use Email Marketing to…

  • Send an email promoting your new yoga or shiatsu class that would help your audience to achieve their personal goals and educational goals.

All of these factors make marketing emails to repeat consumers more effective.

Have You Gotten Your Email Opt-in? Great!

You're starting to write your welcome sequence but aren't sure what to include or where to begin.

Don't be stressed! That is why I am here!

I am going to show you my 5-step strategy for creating your welcome/nurture email sequence!

Step One - Deliver on your promise

  • You want to make sure they get what you promised when they give over that email right away. Whatever you want to call it: a freebie, an opt-in, a lead magnet.

Step Two - Show up with a sense of connection and brand awareness

  • Tell them a little something about yourself, how happy you are to have them on your list, and how you will be appearing in their inbox to serve them.

Step Three - Introduce a problem

  • Show or share something that addresses a pain point for your audience that corresponds to the opt-in you provided. Once you've established that problem, present them with a quick-win solution. Is it a bonus offer? Is this a blog post? Is there a video tutorial?

    Once again, give them something of value and demonstrate that you are on their side and want to assist them.

Step Four - Ask for a Response

  • Ask them to respond to you about a problem they're having, invite them to a free seminar, or give them a call. If you want to sell to them through this sequence, this will warm them up for the final sales email.

Step Five - Set Expectations or Send Offer

  • This is it if you're ready to sell to them. Extend a deal, or attach a time-limited discount to generate a sense of urgency? Will you invite them to make an appointment with you?

How to manage a Customer’s email marketing requests.

When customers choose to receive an email, you can provide them with a variety of newsletter or email sign-up choices.

The more options people choose, the more emails they will receive. Make your subject line relatable and relevant. Customers can self-select how often they wish to receive an email by clearly listing the cadence of your various newsletters and email lists on the opt-in form.

Create a single email sign-up and send it less frequently, with an opportunity for clients to sign up for more frequent emails in those emails (maybe only during your peak season, such as Thanksgiving to New Year's Day).

Customers that click the unsubscribe link should be given the option to opt out (receive email less frequently),

If you’re still wondering how to gear each email sequence, no worries. Let’s dive into my five favorite email marketing sequences. 

My 5 Favorite Email Marketing Sequences

My method for email marketing breaks down email marketing into 5 different types of emails.

  • Welcome Email for New Customers

  • Abandoned Cart Emails

  • Continued Sales or Follow up Email

  • Key Holiday

  • Re-engagement emails

Welcome Emails

This is for the first opt-ins. Explain your brand values and why your new client should listen to you. Show your new client what they can expect to learn from you. Tell them about yourself and about what they will gain from working with you or using your product.

Abandoned Cart

Reminds customers of their possible purchase left in the cart. I use a specific timeline for when these emails are sent to the client broken down into three separate emails. Most useful as part of an e-commerce store email sequence. This is set up as an automated email sent out promptly.

Continued Sales

Sent a few days after purchase to ask for feedback on purchase and introduce a new product or new products. This is also an automated email.

Key Holiday

This is focused on promotions nearing a holiday. Some clients want a promotion around a holiday such as Father’s Day, Mother’s Day, and so on. This can be up to six emails for the promotion.

Re-engagement

When a customer has not purchased for some time. Or has not visited your site or place of business. Encourages client to revisit your business website and improves customer retention

More Email Marketing Best Practices

If you want to enhance your website visibility, you should integrate your social media marketing with email campaigns. Highlight your social sharing icons in the emails and impart a consistent marketing experience throughout the sales funnel including your website.

Landing Pages

Offer a signup form to collect email addresses for future campaigns and other content marketing

The Subject Line

A great way to get your audience to open your emails and improve conversion rates is to make sure the subject line is catchy and informative.

The email subject line should tell your audience exactly why they should open the email

Use Bullet Points

Using bulleted points simplifies the reading experience by summarizing what you are saying. You can also highlight important elements in a few words and that’ll drive sales and boost conversions.

Email Signature

Include the company name and address and any registered trademarks here. Keep it simple and they will re-engage.

Allow an Opt-out

The Can-Spam Act offers an unsubscribe link so that unsolicited emails are not a problem.

This keeps your targeted emails from being lost in the spam folder. Remove inactive subscribers and respect subscriber’s preferences too. Courtesy of the direct marketing association.

As part of our copywriting services, I consider:

- Emphasis - How often will readers see the most important keywords?

- Target Audience - What techniques might appeal more to each audience?

- Goal

I use Snov.io and Moosend as my email service providers. They are both robust email client software. I can work with any email marketing software of your choice. They offer enough email marketing services for my business as it currently is. It is good for email marketing campaigns.

Email automation for marketing automation works to increase the number of emails you can send out and having the right email marketing tools will increase engagement and email marketing success.

If you’re interested in growing your audience, building a connection, nurturing loyal customers, and increasing your ROI, contact me today. We’ll chat about your business goals, products, and services, and which email sequences are right for you. 

Further reading

Using Snov.io for email campaigns.