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What is Email Marketing and Why is It So Effective?

Everyone has a folder in their mail providers page dedicated to filtering and separating marketing campaigns we receive through email; however, we still click on a particular brand’s emails. What’s so special about that specific brand’s email? 

Key Takeaways

  • Email marketing is a powerful marketing channel for promoting your business’s products and services. 
  • Email marketing is powerful because it pushes the user to take action; emails sit in inboxes until they are read, deleted, or archived.

What is Email Marketing?

That brand that keeps you in the loop with emails that are engaging and fun to read achieves this in a landscape overpopulated with meaningless spam emails because of its personalised content. But before we look into how to personalise your email and what benefits this will bring, we first need to understand what email marketing is.

Email marketing is the most cost-effective way to keep in touch with your customers. You can communicate with your customers directly and send educational information, special offers, coupons, promotions, and everything in between. 

While this sounds simple as sending out an email, it can be used to get different results, such as: 

  • Develop relationships with customers
  • Enhance brand loyalty
  • Encourage subscribers to forward your emails to their friends and family
  • Build brand recognition with frequent exposure
  • Boost sales through strategic promotions
  • Encourage repeat purchases from current customers

Remember to decide what goal you want to achieve before starting your campaign. Setting your goals and expectations beforehand means controlling your customer’s actions and leading them to exhibit these behaviours to help you achieve your KPIs. 

After you decide what you want to achieve, creating email campaigns to serve this goal will assist you in getting there.

Why is Email Marketing So Effective? 

The simple fact is everyone has an email address, and they use these email addresses to sign up for your website, essentially giving you the green light to engage with them. This being the case, using this channel effectively, as well as keeping the trust that your customers give you when they sign up for your mailing list, is essential to email marketing. 

Segment Your Email List for Better Performance

Segmenting your audience, i.e. your email list, is vital to improving your campaigns’ effectiveness. Email campaigns are vastly customisable, and adding segmentation into the mix means that people interested in the topics you offer will be easier to reach and convert. 

Segmenting your audience is critical to keep your emails from becoming another voice in the crowd. Let’s say that you have an eCommerce shoe company. You are selling boots, flats, heels, sandals, sneakers, and everything in between.

Each of these different types of shoes will attract a different audience. Usually, your customers purchasing high-heels will not be interested in flip-flops and vice versa.

This being the case, creating two different segments, such as high-fashion and casual, and sending promotional material based on these groups will achieve higher open rates and increased engagement with your material. Therefore, making segmentation is crucial to achieving your campaign goals and being very easy to create and manage.

What’s Next?

Now you know what email marketing is; however, this is only the beginning. Join us in this journey, and let’s explore the benefits of personalised email marketing together.

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