It is 2024, and technology and digital marketing are growing leaps and bounds every single day. The speed at which the digital age is growing new methods for advertising and marketing is mind-blowing. With everything moving so fast, how do you decide where to concentrate your marketing efforts? What ways are outdated marketing methods and which ones are trending? These are all fantastic questions that many business owners ask themselves every single day. You are not alone when it comes to trying to figure out your marketing plans. 

Emails. Are emails outdated? In a world where business is done virtually on websites, Zoom meetings, text messages, and even on social media, do you still need an email marketing plan? The short answer is yes. While all of those avenues are fantastic in their methods for marketing your business, email marketing is incredibly important as well, and it is often overlooked completely. 

Nearly everyone has an email address, some have multiples. Email is now so common that even young teenagers have email addresses now. That is what makes an email marketing campaign so incredibly vital to your marketing plans. 

What is email marketing?

In short, email marketing is specially curated emails that are carefully written to target specific products and services that future clients may be interested in. The goal of email marketing is to inform subscribers about new services, products, or other news about your business, such as a second location, a move, or other big changes. 

Engaging subscribers is another key facet of email marketing; any business wants to keep its existing customers and attract new ones. One key way to do that is to create and publish engaging content. Engaging emails sent to a subscriber list is a great way to keep your name in front of those new and existing customers while providing them with small tidbits of valuable information. This also helps drive them to your website where you can convert those interested readers and subscribers into paying customers. If your content is engaging, beneficial, and interesting, readers are much more likely to click the links in your email to continue learning more about what you can offer them. 

That is what makes email marketing so effective, you are keeping your brand and expertise in front of your subscribers, and enticing them to continue to support you with the engaging and informative content you provide. 

Are there different types of email marketing campaigns?

Absolutely! There are a few different types of email campaigns; newsletters, promotional emails, transactional emails, re-engagement emails, and welcome emails. Newsletters are a great way to keep subscribers up-to-date on everything involving you and your business. They are a great way to keep your readers informed and engaged without feeling like they are being pushed to buy anything. These are a great tool when you are looking to inform and engage your readers without feeling “sales-y”. 

Promotional emails are another great tool, focused on highlighting your sales, promotions, etc., these help you inform your readers about upcoming sales and promotions, and funnel them to your website/landing page/online store, turning those subscribers into sales instead of just readers. 

Transactional emails are exactly what they sound like. Those are the emails that your customers receive after they complete a transaction with you. These are typically emails containing payment confirmation, appointment confirmation, etc. Then you have Welcome emails; these are emails sent to new or prospective clients before your transaction is complete. These can be informative emails that help explain the transaction process or the process of the service you offer. For example, a welcome email for a dog breeder could be something like, “Welcome to Divine Pups! Here is your guide on how to purchase a Divine Pup” or “Everything you need to know on how to purchase your very own Diving Pup.” 

How do I begin email marketing?

Email marketing is more than just throwing some content together and sending it out in mass. Like all marketing ventures, if you want it to be successful, you have to do the research. Three key parts of email marketing that a business should focus on are what service or product you want to focus on in your emails, whether it matches similar social media and blog content that recently came out, and whether you personalize your emails to your subscribers. 

This research is vital to making a successful email marketing campaign. The first steps in this research should be what type of content you want to be marketing and whether is it something people are currently searching for on the web. This is a crucial step, because you want to be basing your marketing campaigns on subjects, products or services that people are looking for in your area. 

Good email marketing does not stand alone either; when you are planning out your email marketing campaign it should also align with your social media content, and even your blog content. When your marketing campaign is synced across the board like this, it allows you to reach a wider number of people. The reason for linking your social media and emails to your blog content, is due to the fact that typically, social media and emails are short, and often interactive, meaning that you are trying to cover a lot of points quickly and succinctly. When you tie it to a blog post, the blog allows you to elaborate for more, explaining the reasons behind the questions, which is not really feasible in an email campaign. When you link email content to blog content you are able to redirect the email subscribers to your blog post where the information is provided in great detail. This allows you to educate your subscribers and plant the seeds of expertise and trust. When a customer can trust a small business, they feel far more comfortable supporting them by purchasing their product or service. 

Managing your email marketing campaign.

When it comes to managing your campaign, it can seem overwhelming at first. There is data to track and lists to clean out on a regular basis. Tracking data however is not as complicated as it may seem. Many programs used to send mass emails to subscribers analyze the data for each email, including how many people open your email, click links, etc. 

When you are setting up an email marketing campaign, many programs available for mass emailing offer data analysis. Many will tell you the open rate, click rate, unsubscribe rate, and if any of the emails were undelivered. This information is incredibly important, as it gives you insight into how your email content is being received by your subscribers. 

Part of the data tracking involves regularly cleaning out your subscriber list. When you notice email subscribers that are not clicking your emails, or even opening them, and the trend is continuing, it’s important to clean that list out, so that your email statistics aren’t brought down by subscribers who are not interacting with your emails any longer. 

How do I make sure that my emails don’t go to the spam folder?

There are a few different practices you can implement that will help keep you out of the spam folder and in your subscriber’s inbox. One of the first things you can do to prevent your emails from being reported as spam is to spend time carefully creating your subject lines. When you curate your subject line carefully you keep it from sounding too much like spam, which means your emails are less likely to be flagged as spam. 

Another way to make sure your emails aren’t reported as spam is to only send your emails to people who opt in on their own. Adding emails manually to your subscriber list may bulk up numbers faster, but you may see an uptick in people who unsubscribe or just report your emails as spam. 

Another way to keep people from unsubscribing or reporting your emails as spam is to keep the design simple. Using fewer colors will keep the email looking palatable, and less distracting, keeping the focus on your content instead of aesthetics. You also want to keep your logo and branding at the forefront so that readers will recognize the email as from you. 

Visualizing your Call to Actions (CTA’s) is also very important. You want your CTAs to be visible but not overly distracting or clashing with your emails. Readers should be able to see your CTAs without being distracted by them. One last important factor that many often overlook is optimizing your emails for mobile devices. Yes, many people use email, and they read them throughout the day, but many people read their emails on their phones or tablets. While there are still many who check emails on a computer, there are just as many if not more who check their emails on their mobile devices. When you ensure your emails are optimized for mobiles, you are ensuring that readers won’t be frustrated when they get your email. 

Conclusion

Email marketing campaigns are incredibly important in today’s digital age. Email marketing can be an incredible boost and accent piece for your overall marketing campaign. When using email marketing it should compliment and go hand in hand with the rest of your marketing campaign, being synced with blog and social media content to ensure your message, your marketing, is working in tandem together for your business, instead of creating chaos and hindering your marketing campaign. 

When creating your email marketing campaign it’s important to do the research and make sure your marketing is in line with what your clients and potential clients are searching for. Keeping the design of the emails professional, simple and carefully curated is also important for reader engagement with your marketing.