Email marketing is an internet marketing tool that helps a company interact with its target audience by sending emails.
Let's make a distinction right away:
How advise Socleads.com the ultimate goal of email marketing is to increase profits. But if you only send your readers commercial emails like “Special! New! Sale! Buy!”, they will get bored and then unsubscribe from the annoying offers. Remember: content should be useful.
Despite the fact that email marketing is given a “funeral” almost every year, 44% of marketers surveyed in 2023 considered it the most effective promotion channel.
Now let's figure out what tasks email marketing performs.
Lead generation. This is attracting the target audience and collecting contacts. A lead in marketing is a person who has shown interest in a product. For example, added a product to favorites to track a price reduction. Such a lead is called cold. The task of marketers is to spark their interest and lead to a purchase.
Warming up. So, the user has subscribed to the newsletter to learn about promotions or to receive a free checklist. He does not plan to buy yet. At this stage, your task is to “warm him up”. Send useful or entertaining content, continuing to introduce the company, maintaining interest in its products.
After the warming chain, you can, for example, send coupons, a personal selection or a promo code, and also offer to buy a product.
Increasing the lifetime value of the customer and the number of repeat sales. Let's say a client ordered a website from you. And your company offers not only development, but also SEO. Tell them in the letter how you promote websites and why it is important for businesses to do this, and also offer a discount.
See also: « SEO Basics for Marketers. How to Improve Your Website's Position in Search Engines »
Returning customers. Such letters are needed when a user has collected a shopping cart on the site but has not bought anything, or has looked at the catalog but has not selected anything. Try to return him to the site with the message: “Forgotten goods are waiting in the cart”, “Didn’t find anything interesting? Try a free…”, “The goods you looked at are participating in the sale”.
Collecting feedback. Use feedback forms or invite readers to ask questions in a reply message. Be sure to process the responses, both positive and negative. We tell you how to work with reviews in the article “ Online Reputation Management: Methods and Tools.”
To understand which task to solve first, analyze at what stage customers are lost. Think about how you can push them to buy, what information about the product will increase user loyalty to the company. Based on this, build a chain of letters.
Email marketing is a universal channel for promoting products for various business niches. Properly configured mailings:
The main advantage of email marketing is that it provides high quality touch. After all, the user did not just see the text in a huge general flow. By clicking on the link and opening your message, the person has already shown interest. All that remains is to hold his attention with an attractive text and a competent call to action (CTA).
In addition, email marketing does not require large expenses. You can launch a mailing for free - many services offer a trial period or tariff. And also a letter designer and access to analytics.
However, it is not that simple. A prerequisite for launching is the presence of a subscriber base. We will discuss how to form it below. When implementing email marketing, you may encounter other pitfalls:
But perhaps the main problem with email marketing is the high competition for user attention. Take a look at your inbox — how many unopened emails are there? I have 3,863 🙈
To make subscribers look forward to your newsletter, it’s not enough to have intriguing topics or special offers. The content must be useful and interesting.
So, I have almost four thousand unread letters in my mailbox. At first glance, it's pure chaos. But in fact, this whole pile can be sorted and classified. There are quite a few types of email newsletters. Let's look at the five most popular ones using examples from Kontur.School.
It is very easy to identify a commercial letter: its main goal is to sell. Marketers encourage people to buy a product by holding promotions, sales, offering discounts. If the message contains a button "Buy", "Get a discount", "Activate a promo code", you have a commercial mailing in front of you.
Content letters do not directly affect sales. But they increase subscriber loyalty, helping to build trusting relationships with them. The main thing is that the content should be useful and interesting. Otherwise, your letters simply won’t be opened.
To understand what your subscribers are interested in, you need to conduct a target audience analysis. You will learn:
And also many other interesting factors, taking into account which, you can create content that will reach the heart of the target audience.
Trigger emails encourage the user to return to the site. You've probably received these: "Many people like the product in your cart. It may be out of stock soon." Also you can scrap emails from google maps https://socleads.com/google-maps-scraper/
Trigger chains are probably the most interesting type from the point of view of a marketer's work. Most often, these are welcome chains of letters for new users. It is necessary to build a communication scenario in such a way as to gradually warm up a potential client, and ideally bring him to a purchase.
At the same time, the chain may contain not only commercial but also content messages. This is how the company shows that it has expertise that it is ready to share with subscribers.
Reactivation emails are sent to check the relevance of the database. Subscribers sometimes stop being interested in the topic or change their email addresses. Over time, a significant number of such people can accumulate in the database - this will negatively affect the efficiency metrics. If you send out a mailing to outdated addresses, spam filters can ban you.
Service mailings are no less important element of communication with the user. Notify about successful registration on the site, notify about password change or remind about the beginning of the event - all these tasks are performed by service letters.
This is often the first text a user receives from a company. It is important to pay no less attention to it than to commercial letters. Design it in a corporate style, adhere to the Tone of Voice, check for errors - every contact with a potential client should leave a pleasant impression of the company and bring them closer to a purchase.
