With the total introduction of messengers and social networks into digital life, many business owners have unfairly forgotten about the classic means of information exchange – email. Nevertheless, its use in marketing is still one of the most effective. First, it is due to the widespread use of email: today it is regularly used by approximately 99% of all Internet users. Secondly, unlike other communication channels, in email marketing, messages do not get lost in the flow of personal correspondence, and this is what makes it in demand for business.
Today we are working with experts who write essay service reviews to tell you what this tool is and what business objectives it can solve.
Why Do We Need an Email Marketing Guide in 2022?
Email marketing is a tool of online promotion which allows you to connect with your audience through an email campaign. Its implementation is tied to the primary goal of providing the customer with valuable information about the business, and the fundamental goal of increasing conversion rates and revenue.
The main advantage of email marketing is its accessibility. There are more than 4 billion email users in the world today, which makes its use worthwhile at least in a statistical sense. In addition, analysts estimate that email advertising generates a 38-fold increase in every cent spent on it. Not every channel can boast a return on investment of 3,800%.
Two-thirds of customers have purchased at least once thanks to email marketing strategy. And for ECOM, mailings can bring in 10 to 30% of sales. And when it comes to attracting new customers, email is 40 times more effective than social media. That’s not to say that social media doesn’t work. Of course, they work. But newsletters and posts serve different functions.
The most significant argument in favor of email campaigns is an interested subscriber. Subscribing is a conscious human step. You can’t send emails to people who haven’t agreed to receive them from you. That’s why you’re working with warm traffic in a newsletter, not cold traffic.
Still, doubting the usefulness of newsletters? Below are five challenges that email marketing will solve.
1. Stir Up Interest and Push the First Sale
After the transition of many companies to remote mailing, internet traffic has increased. People have more free time (plus two hours minimum because they don’t have to travel to work), and they spend it online.
Potential clients are coming to your site “just to look” – don’t let them miss out. Pop-up forms collect more addresses – of course, if they’re not set up randomly, but with analytics data. Statistics show that up to 9.3% of visitors are willing to leave an email for a bonus.
Bonus, checklist, discount – once promised, it should be given immediately, in the first email. But that doesn’t mean the communication should end there. The automatic greeting series – a chain of 4-6 letters with preset intervals of sending – introduces your company, tells about the terms of delivery or the product line. The frequently asked questions and objections of potential customers will help to compose the letters.
2. Creating a Loyal Customer
First, segment your base. You don’t run targeted ads to an audience of “men and women 18 to 65, all over the world”, do you? This is the same with letters. Loyalty is nurtured long. It takes a customer to like a company – for the products, for the communication, for the humanity. To create a fan or brand advocate, it’s not enough to write letters, but they can help with this task as well.
Second, content. If you write about solving a customer’s problem, it will be interesting for them to read. Even covering a new product, it’s important not to talk about how cool it’s now in your lineup, but to show how that product will make the subscriber’s life better. Here it is important to hire a competent copywriter who can make you viral content. Or you can turn to online writing companies. In addition to helping write my argumentative essay, they are also able to handle writing any kind of content.
Third, gamification. Even if you work in B2B – a person is sitting on the other side of the screen. And he, too, wants a coffee and a distraction or an email and a smile. The email can have a puzzle to get a promo code, a gift roulette, a riddle, a quiz – anything that will entertain customers and help them remember you.
3. Will Help You Sell More
Personalized messages on average generate 18 times more revenue than regular messages. That is, if the message comes to a specific person with a specific offer at the right time, the sale will happen. So how do you send an email at the right time?
There are trigger emails: an email is sent when one or more conditions match. These emails are opened almost twice as often as regular emails (25% vs. 14.2%). Conversion to sales from triggered newsletters is 4.2% versus 3.9% from regular newsletters.
The most popular triggers:
- Abandoned cart or browsing. In the first case, a person added an item to the cart; in the second, they simply lingered on a page with a particular item. Imagine, 77% of users don’t checkout. Sleeknote claims that up to 40% of customers return from an abandoned cart email.
- The item showed up in stock.
- The item is on its way.
- Cross-sell, or sell related products. Example: a customer wants to buy coffee in beans – you offer to supplement the order with paper filters, this beautiful brew, and coffee grinder, it’s just on the stock.
- Up-sell, or check upsell. For example, the client chooses a basic version of the phone, and you offer an upgraded model for N thousand rubles more expensive, but with a better camera and more powerful processor.
4. It Helps to Get More Information About the Buyers
The simplest segmentation can be done already at the stage of subscribing by adding two buttons to the form: “I am a man” and “I am a woman”. Of course, you should only do this if the gender of the customer is important for selling your products. To write relevant content and offer relevant products, you need to know and understand your customers. You can get to know them better through mailing lists, for example, by using surveys. They can help track post-purchase sentiment, ask for product quality and delivery ratings, and learn more about preferences.
Personal letters from managers with honest and simple questions always collect a great response: people are ready to share their emotions and suggestions if they think the communication is one-on-one.
5. Will Increase the “Life” of a Customer
Today, email marketing is an advanced channel of interaction with the customer. The effectiveness of this tool is complemented by the crisis environment when every business seeks to optimize operating costs. With a proven customer base, the company can maintain the effectiveness of the marketing strategy, without spending additional resources. Loyalty, personal selections, useful content already increase the “life” of the client. So you’re already seeing a trend of increased check and repeat purchases.
But there’s another way to increase that lifespan: emails for those who have stopped responding to your newsletters – open and click. They can include an offer of a discount, an extra bonus – something that can bring a customer back and won’t negatively affect the company’s overall revenue. Some will come back, the rest will have to unsubscribe. This saves you from getting spammed. By the way, for those who you unsubscribe, you can run remarketing.
Practice shows that the competent use of email marketing strategy allows you to maintain profits even in the harsh conditions of online sales. So do not waste time waiting for better times – you need to use the available channel now.