There’s no denying that a well-crafted email can influence your customer’s purchasing decisions. Email is one of the most important channels of communication with customers. Well-crafted emails drive leads, increase brand awareness, and help sell your products. The quality of your email campaigns will play a significant role in determining the success of your marketing strategy.
However, many business owners feel confused when faced with the prospect of using email marketing to grow their businesses. Despite its simplicity, email marketing requires a lot of planning and thought, even though it seems simple. In this article, we’ll walk you through the basics of email marketing and provide examples of e-commerce newsletters and give you tips on optimizing your email campaigns.
What is an email marketing campaign?
To promote services and products online, businesses often send emails to their list of subscribers at specific times. Email marketing involves sending emails to current and potential customers with a specific call-to-action that increases brand awareness, drives engagement, generates leads, and encourages consumers to contact your business or make a sale.
In today’s business world, email is too important to ignore. Its return on investment (ROI) is unmatched by other digital marketing strategies — it has the highest conversion rate. Inbound marketing is an ongoing process in which a business engages with customers at every stage of their journey, and email newsletters are a key element of this process.
4 types of email newsletters
Email distribution is quite an essential element in communication in marketing. We will tell you what email lists there are and how they will help your business. It is important to understand the type of your business. If it is a service, you need to create trust and explain why you should do this service.
You will send a list of products if you have an online store. If you have a content project, this will be a list of recent blog articles. And if you have sales tied to personal communication, you will simulate automatic letters as personal letters without beautiful pictures.
1. Email with one picture
This is the most common type of email marketing campaign. You have one thought, one goal, and one page where the user should go. You remove everything unnecessary and design the structure so the user clicks on the link and goes to your site as quickly as possible. This type of email works well if you have a visual or informational product. You can create a beautiful infographic or product photo. For example, you have an interior design studio, and you wrote an article about architectural styles. You create a picture of the interior, a short description, and a link to the article.
2. Email newsletter for online stores
Email marketing for e-commerce is one of the most important business processes. Thanks to it, you will be able to make repeat sales and return visitors to the site. The type of e-commerce newsletters for online stores differs in that several products are inserted into the letter at once. You select the best products and insert a separate link in each letter.
You can add a menu of your products by category to the newsletter of online stores. This will allow you to switch to the desired category in one click if the corresponding model is not in the list of products. Images play a critical role in e-commerce, so create beautiful photos of your products and add them to the newsletter.
3. News distribution
The third type of newsletter is a news email newsletter. It is similar to the newsletter of an online store, but as a rule, all blog news is placed in one column. If the picture plays a key role in the online store, it is the newsletter headline. Therefore, we should allocate as much space as possible to the header.
4. Simulation of personal email
Such a letter looks like it was written by a living person specifically to you. E-mail distribution of this type is often used for cold lead generation (outreach). There is no clear design structure here. When creating such an e-commerce newsletter, imagine that you are personally writing to a person.
You need to choose the type of mailing and consider the niche you work in and the product you sell. In businesses where the product is visual, using letters in the design is best. If you have a functional product, complex sales, and work with personal relationships, then it is better to send text messages.
The main advantages of email marketing for business
Email marketing is a source of marketing communication. With the help of e-mail, a brand can make an exclusive offer to every customer in its audience. Email marketing attracts potential customers faster and more efficiently. At the same time, the tool can be easily integrated into the overall strategy and used together with other promotion channels.
Email marketing solves several important tasks:
- Allows you to remind potential customers who subscribed to the newsletter about the company and motivate them to make a purchase.
- Helps retain existing customers with useful information about products, as well as promotions and contests held by the company.
- Makes it possible to offer customers additional products and motivate them to repeat purchases.
- Increases brand recognition and subscriber loyalty.
Despite the popularity of social networks today, email marketing remains an essential channel for communication. First, emails are more personalized and segmented according to the audience, naturally attracting and engaging the client. In addition, email marketing requires lower financial costs than other platforms.
When done right, email marketing campaigns can do wonders for your business, from generating leads to retaining customers. You can increase sales and ROI with an email marketing campaign. However, to get the most out of your efforts, you should use a planning template to track all of your campaigns, adjust your business and see what resonates with your specific target market.