Email Marketing
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What is Email Marketing?
Email marketing is a form of content marketing which uses emails to promote a business’s products and services.
Why is email marketing important?
Email marketing allows you to stay connected with your audience. You can educate, inform, and thrill those who sign-up for your content.
When individuals sign-up for your email it means they are interested in what you have to say/offer. Email marketing is used to increase sales and understand what your audience is looking for.
“The most effective strategies for email marketing campaigns are subscriber segmentation (78%), message personalization (72%), and email automation campaigns (71%).”
What is email segmentation and why is it important?
Email segmentation is used to provide a personalized experience by tailoring content to specific subsections of your larger audience. Segmentation occurs by dividing your email lists into smaller groups.
Segmentation helps in understanding a customer’s needs and desires and allows for more relevant content to be sent to your audience. A tailored experience results in better engagement.
The Anatomy of an Email
from the Email Marketing Foundations Guidebook
3 Types of Email Marketing Campaigns
An email campaign is an email or a series of emails sent out to contacts that have subscribed and agreed to receive your emails.
1. Welcome Campaign
A welcome email campaign is an automated email introductory series to onboard new subscribers.
2. Sales Campaigns
A sales email campaign is an email drip series used to articulate the value of your key services or products.
3. Engagement Campaigns
Engagement campaigns are weekly or monthly emails that keep your audience engaged with valuable and authentic content.
The Welcome Series Email Campaign
A Tale of Good Manners
An email welcome series to onboard new subscribers.
2-3 emails
1. Thank you email
Someone just signed up to receive emails from you! Hurray! Now, what do we say...
2. Introduction email
It’s only polite that you introduce yourself if you’re going to constantly be in my inbox. Let subscribers know what they can expect from your content
3. Segmentation Email
You’re not for everyone. Some people may opt out of your emails but if they are sticking around, allow them a tailored experience by asking what their interests are.
The Sales Email Campaign
+1 Sales Associate
The sales email campaign is an email drip series used to articulate the value of your key services or products. When done well, it sells for you.
5-8 emails
1. Background Email
Use this email as an opportunity to share a short amount of information about your product or service
2. Value Emails
Articulate the value of your product or service with this email
3. Trust Emails
This email provides a real example of success. Include a quote when possible
4. Authority Email
Showcase the results of working with your brand. Include a statistic and the purchase decision
5. Unique Proposition Email
Highlight the most popular feature or measurement of success and link to a landing page of the service
The Engagement Email Campaign
The Rules of Engagement
Weekly or monthly emails that keep your audience engaged with valuable and authentic content
At least once a month
3 ways to make your engagement campaigns more effective
1. Establish a measure of consistency
2. Engage as often as you have something worth saying
3. Make unsubscribing from your content a simple process
79% of marketers list email marketing in their top 3 most effective marketing channels.
Increase marketing success with email marketing
Use email marketing as part of your content marketing strategy to build relationships with your audience, nurture potential clients through their purchase decision, market your products and services, and increase brand awareness. Build an email list of individuals who’ve signed up to receive content by providing their email addresses. Use lead generators like a freebie guidebook or infographic to attract new sign-ups.
Before you start emailing subscribers, establish a measure of consistency and metrics for success. Email marketing is a powerful tool to engage with your audience. Will you make email marketing part of your content marketing strategy?
