Marketing Email is a form of direct marketing that engages with customers and leads through email. Unlike other forms of marketing like advertisements, email marketing is an ‘opt-in’ channel, as your email list recipients sign up to receive your promotional content.

Emails have two primary purposes: to promote or to inform.

Informative marketing emails

Aim to educate customers about your brand, products, services, or your brand’s work. For example, informative emails include:

• Welcome emails thank the recipient for signing up to your mailing list and can form part of an email sequence designed to convert the reader to a customer
• Newsletter emails inform the recipient about your latest products and services, news and updates about your company
• Company milestone emails inform recipients about large changes to your brand (like a change in CEO or an acquisition)
• Free gift emails offer recipients free content like ebooks, videos, or podcasts

Promotional marketing emails

Aim to sell customers products and services. For example, popular promotional emails include:

• Offer emails present customers with a discount or announce upcoming promotions
• Milestone emails offer customers a special deal in celebration of a milestone (like their email list anniversary)
• New product or service emails introduce customers to new products
• Abandoned cart emails are sales-nurturing emails that you send 24 to 72 hours after the recipient has abandoned their cart to inspire them to complete their purchase

Many marketers use a mixture of informative and promotional marketing emails in their email campaigns and many emails have both promotional and informative aspects.

1. Strengthen Relationships, Loyalty & Trust

Email marketing is a great way to build one-on-one relationships with current and potential customers.  By creating well-written and engaging newsletters and emails, readers get to know, like, and trust you and your company.  And, consumers buy from companies they trust.

2. Increase Brand Awareness & Stay Top of Mind

Each time an email is sent to consumers, awareness of your company, products, and services is reinforced.  In addition, this helps to keep your company’s name top of mind when it comes time to make a purchase.

3. Segmentation

With email marketing, lists of each market segment based on demographics, interest, past behavior, etc. can be created, enabling you to craft a marketing message that speaks directly to each target audience. This is a highly effective marketing tactic that helps your marketing message resonate strongly with each segment.

4. Low Cost & Good ROI

Certainly compared to other marketing channels, email marketing costs very little.  For every $1 spent, $44.25 is the average return on email marketing investment.

5. Easy to Use

Setting up an email campaign is relatively easy.  There are many email marketing resources and software companies online that enable you to upload subscribers’ information, segment your lists, use email templates and fill in your content, and send emails to subscribers on a regular basis.  Two of our favorite email marketing service providers are Constant Contact and Mail Chimp. Moreover,  to really stand out, instead of using a pre-made template, having an email template custom designed for your business that matches your company’s brand can be even more effective.

6. Easy to Measure

For example, for each email sent, metrics and reports are provided that show open rates, click-through rates, bounce rates, and conversion rates.  This information is key to understanding what is working and what needs to be improved upon.

Conclusion

Email Marketing Can Help Grow Your Business! As you can see, the benefits of email marketing seem to never end!

This powerful digital marketing tactic allows businesses of all sizes to reach and engage their audience, wherever they may be.