email marketing

Email Marketing

Email Marketing Introduction

Email Marketing over the years

So what is email marketing? One thing you should have noticed about the email industry that over the years email has not changed very much. That’s because email is not technically owned by anyone entity as opposed to social media, which is owned by a company they can change whenever they like. Email is a service and because of that, changes are very few.

Effectiveness of Email

however, the effectiveness is very high. Everyone uses email. Now when you’re marketing through email, it’s not a channel that you just set the campaign and forget about it. The more you work at it, the more you segment your audience, the more you personalize for your audience, the better the results will be. Customers like being informed. So they like receiving emails, but they don’t always engage or interact. Well many people receive emails, many will unsubscribe, they’ll look at your email. They’ll probably be deleted some may keep it but they don’t always interact with it until they have a specific need. Because of that email is the perfect communication message.

Need for Proficient Email Marketers

Email is the foundation of a strong customer relationship. No other form of communication is so accepted, expected or reliable for sending information to your customers. People prefer to receive customer communications and promotional information via email by a wide margin. And they respond accordingly.

Email campaigns consistently generate high returns for the investment. Because of the growth in this industry. The need for marketers to have proficiency in email marketing is in demand and growing. 47% of marketers state that email generates more return on investment than any other channel. Because of this 58% of companies plan to increase spending on their email campaigns over the next year. There has been a 106% growth in the business-to-consumer channel in just two years. Because of increasing technology, available data, and marketing automation. The email has resurged as one of the top marketing tools for any business.

Cost of Acquiring Customers

When it comes to acquiring new customers, the cost of acquiring that customer is always a consideration. A marketer performed a survey of multiple channels to see the average cost per acquisition of gaining a new customer. Of all channels surveyed, email required the least amount of cost to acquire a new customer. In fact, it was almost less than half of the next areas of online display, paid search and social media along with all of these figures. email communication also produces 12 to 30% long term customers than social media. So email has the highest return on investment. It costs the least amount in order to get new customers and regular email communications produce more long term customers than other channels.

When we talk about return on investment, that is obviously the amount of money that you invest into the campaign and the money that is produced as a result of the campaign.

Of course, email consistently has the highest return of investment of all marketing channels. By far email produces a significant return no a lot of this is because that email is one of the least expensive channels to develop and execute a campaign. However, marketers across the board state that email generates more return than any other channel in their arsenal.

Identifying the email sender

when we receive an email, we can see who the email is from in the sender field. And that is critically important.

We are 35% more likely to open emails from a person than a company.

Importance of Email Sender

However, for a business, this can be difficult. Should you send campaigns as a business or as an individual when sending email campaigns as a business here is a few best practices.

Best Practices for Sending Email

First, the brand is always more recognizable than a person’s name.

Second, avoid sending from too many different people from your organization.

Third, adding your brand to the sender field is critical in building the relationship.

So from a best practice standpoint, what I recommend is a name and the brand. Typically your first and last name and then the brand or the Department of the brand that you are working in.

Industry Examples

A few industry examples as you can see from each one of these brands, the sender format is consistent. The brand is utilized in every single instance.

Now in the first example from huckberry. The brand is simply used, not a person’s name, and it’s consistent across every email that they have. In the second example, in the middle, you can see that there are two different formats from sending from the brand. One is from Crutchfield and the other from the Crutchfield team.

Now, the Crutchfield team is all marketing-oriented. Emails. The Crutchfield from the line is in the result of a purchase. And so the transactional emails are from Crutchfield the marketing emails from the Crutchfield team.

And then finally, you can see the last campaigns for the from identification. Look at all of your autoresponders on forms registrations and purchases and build consistency in the front field to ensure that people know that your brand is sending them emails.

Key Points about Email Marketing

  • Email is a growing channel in both effectiveness and demand.
  • Skills developed in email campaigns are cross-channel.
  • They can be used in social media and other digital marketing.
  • Email as a channel has a high return on investment, better deliverability, and is critical to customer communication.
  • Skills necessary for email marketing, or writing, design, and analytical thinking.
  • Provide a recognizable and consistent sender in the front field from your brand.

 

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