What is email marketing?
Email marketing is the act of transmitting a promotional message, usually to a targeted group of individuals, via email. By in its widest sense, email marketing constitutes using electronic mail to transmit advertisements, solicit donations, solicit sales, or even solicit direct business. There are some important distinctions and differences between what is considered to be traditional marketing and what is considered to be email marketing.
Email marketing has come under fire recently because of the negative impact it can have on your bottom line. Studies have shown that email campaigns can cost as much as 50% more for businesses than offline marketing strategies. Traditional media such as print and television ads cost far less. One of the best ways to increase your online marketing costs is to not only get the best return on investment from your advertising dollars but also to drive your targeted audience to your website.
One of the best ways to target your audience and bring them to your website is to segment your customers. Email marketing campaigns should be segmented according to geography, market segmentation, market size, and even brand preferences. For example, certain groups of buyers respond better to offers that are geared towards them, while others buy products without thinking twice about it. If you segment your audience based on these factors, you will be able to send appropriate information to those buyers who need what you have to offer and keep your overall cost-per-transaction (CPT) low. Segmenting your email campaigns can also help you segment by industry: if certain groups respond more favorably to particular offers, then you should use your email campaigns to cater to their needs and interests.
Email marketing software developers are in the business of creating and delivering email marketing services that are aimed at segmenting your customer base and helping you achieve higher conversion rates. These companies are good at finding unique consumer behavior and creating customized offers to target specific demographics. Apart, from creating offers that are more appealing to consumers, email marketing software developers also make use of tools such as geo-targeting and segmentation to find the right demographics and get your products in the hands of your ideal customers. These email services can further help you reach out to prospects who are not part of your target customer base but are still highly likely to buy your product or services.
Most marketers think that the best way to sell a product is to create a great subject line and write an effective email copy based on the benefits of the product or service. This is wrong! Subject lines do not have to be clever and captivating but should be reflective of the content in the email. Email marketers’ best weapon against a lack of sales is to come up with a subject line that captures attention before the email has even been read.
Another common mistake made by novice online marketers is that they try to overwhelm their customers with a series of choices when it comes to opt-in subscribers. Choosing the list size too small will make it hard for you to deliver great email newsletters to your opt-in subscribers and may result in the loss of sales. Instead, email marketers should concentrate on building a large list of highly targeted, responsive subscribers who will be eager to subscribe to your newsletter. A popular choice among marketers is to build an opt-in list that has fewer than 100 subscribers.
Another reason why some email campaigns fail is a lack of focus. Marketers should be careful not to separate their email subject line from the content of their campaigns. Marketers need to focus on their audience and ensure that all their campaigns are targeting the same people. If one subscriber is interested in one product, it does not mean that he will also subscribe to your email newsletter. To avoid confusion, have one consistent subject line and do away with irrelevant subject lines.
Last but not the least; make sure that you are properly formatting your website. The look and feel of your website can greatly affect the response you get from visitors. A properly designed website can help you achieve higher conversion rates because visitors tend to spend more time examining your website’s pages. With proper design techniques and email templates, you can easily achieve high levels of success with what is called email newsletter design.