Email marketing is a great channel that has been around for a long time. Used effectively and with care, it can help you to build a relationship with your audience, drive traffic to your website and increase sales.
How did email marketing begin?
According to Smart Insights, Ray Tomlinson was the first person to send an email over 42 years ago. This was progressed further by Gary Thuerk, marketing manager at Digital Equipment Corp when he kicked off a commercial email, sending the first mass emailing to a few hundred people and become known as the ‘Father of Spam’!
What is email marketing?
Email marketing is a form of communication that connects you with your target audience to promote and upsell your business brand, services or products. As well as generating leads and sales, you can also use emails to update your audience about products/services, tell them about good news stories and information such as organisational changes.
Mailchimp is a great way to build your first email marketing campaign. It’s easy to use and has a selection of email templates, with styles for different types of communications—whether you're informing your audience about upcoming events, welcoming new subscribers or confirming with a customer about their recent purchase.
How effective is email marketing?
Email Monks emphasises the need to define what the objective of your emails are and points out that excellent engaging email content is vital, to ensure that your business is telling a story. Use short paragraphs to deliver key messages, presenting information to read in a structured flow.
You can take your email marketing further with personalisation. This is a nice touch to the end user when they open the email and see their first name, as it will draw them into reading your content. It is also essential to have a good subject line to attract the attention of your audience in order to get the user to open the email up.
How to produce engaging email copy that converts
The top hidden secret to converting your email readers is to understand that everything begins with a subject line! Coupled with this, the preheader text is also important but often overlooked. A strong subject line followed by a good preheader will make people want to read your whole email.
Campaign Monitor also comments that timing is crucial. You must send your emails at the right time with the right message. Customer journeys exist for that reason. Finally, never forget to flag up your call to action (CTA) at the end of the email, directing your customer to the correct landing page to get that sales conversion.
Looking for inspiration on your CTA’s to encourage a sale? Check out the following list to help you out:
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Time is precious when you are running your own business. Outbound Engine reinforces that it’s about making the most of your time and money, by automating some or all of your email marketing.
To save some valuable time in your day, grow your repeat business and get a better return on investment overall. Be sure to segment your email messages and send targeted email campaigns.
If you liked this post, please share with your friends and followers. If you are interested in digital, why not check out the Digital Enterprise Top 100, a major initiative to identify those companies that are setting an example for others to follow within the world of digital transformation.
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