Email marketing is a highly useful digital marketing strategy of sending tailored emails to prospective or existing customers. If executed well, email marketing has the ability to turn prospective customers into returning or even loyal, long-time buyers.
The following article will walk you through the process of how to effectively use email marketing as a marketing tool to acquire leads and generate sales.
Why Use Email Marketing?
In looking at the acquisition and retention of customers, email marketing remains the most effective form of digital marketing, despite an increased rise of social media spamming.
If you plan to use email marketing, you should consider three of the following reasons:
- Email is the most utilized communication channel: According to a 2013 study, 91% of consumers check their emails on a daily basis. From this, 66% of customers have made a purchase as a result of an email they’ve received.
- Email conversion rate is better: Did you know that customers who buy products marketed through emails spend 138% more than those who don’t receive email offers? With an ROI of 3800%, the average order value of an email is at least three times higher than that of social media.
- You own and target your own customer base: Unlike social media platforms where promotions reach anyone who has ‘liked’ your page, email marketing is specifically tailored to your customer base.
Impotent note: If you plan to send an email that includes a coupon discount, you should first create the coupon. Learn how to create a coupon at "How to create a coupon?"
How to Get Started?
To gain the most out of your email marketing, your email should contain the following:
- Enticing headline – this is essentially the ‘first impression’ of your email. Make sure your headline clearly describes the purpose of your email.
- Helpful description – this component of the email should be brief, clear and straight to the point. It may be helpful to use bullet points to catch the reader’s eye and draw attention to the most important information.
- Attractive visuals – including images in an email is a good way to keep people interested and ultimately boost conversions. If marketing content is visually appealing, people are more inclined to continue reading. In saying this, too many visuals can be distracting and deter from the message.
- Simple flow – make sure your email is simplistic in terms of its flow yet effective in terms of its message. Often the more successful email promotions are made easy through effective redirecting and easy checkout.
- Know when to send – timing can make a huge difference on converting viewers to purchasers. The best performing timeframes will vary from company to company. however according to MailChimp’s data, generally the best time to send emails would be during the week as opposed to weekends. Additionally, the optimal time to send emails is 10AM (see charts below).