why use email marketing: Best reasons why SMM should embrace this

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Dec 19, 2017
What is Email marketing?
It awful how most self-acclaimed marketers fail to realize or understand the meaning of Email Marketing. This is an act of sending emails (messages) to a group of people/community for the essence of advertisements, sales request, donations, and also business requests.
It is a form of direct marketing were you communicate to an audience through emails. So, therefore, once an email is involved as a medium through which one reaches out to an audience, it is termed Email Marketing.
An email marketer must have to build up trust with the customers under his control in order to acheive his goals/aims.

Furthermore, Email marketing is a strategy to boost your SME businesses. It is a platform through which you get a wider audience to know about your product or service. Over a decade now, email has proved to become a platform through which marketers generate higher ROI, i.e. email is the best marketing strategy for every marketer.

Why does one need to brace E-mail Marketing?

1. With Email Marketing, you gain wider reach
Undoubtfully, when there are lots of email addresses in your database, you're sure to gain massive impressions on your product/service. Every smartphone/online user has an active email. E-mail can be said to be the web currency and as such connecting with your customers can never be so easy and stress-free as using email marketing strategy.

2. You engage more mobile customers with less stress.
Another great importance of email marketing is linked to its ability to reach mobile customers without devoting much to the lastest marketing technologies or softwares.

3. More words to write and no charges available.
An email allows unlimited character counts while some other text formatting platforms have limited character count and also sending emails do not incur charges like SMS messages and the likes.

4. Email create leads and sales
Though most marketers are not too interested in focus driven conversations with their customers, a marketer who engages in this is sure to create leads and also turn his/her customers from ordinary customers to engaging/paying customers. Email conversations can go a long way to promote your SME/StartUps.

5. Email will stay until eternity!
Yay! Email cannot die but social media networks are liable to fade as new one ones erupt. We all saw what happened to MySpace and this can also befall the this-day social media giants if proper strategies are not employed.
But emails will be with us FOREVER.

6. It has Higher ROI (Return On Investment)
According to an analytic result from VentureBeat, email is seen as the channel which created the highest ROI. (image shown below)
View attachment 6
With an unmatched ability to generate leads and engaging conversations, gaining a higher ROI through email marketing is not a big deal for an experienced Email Marketer.

7. Email marketing is inexpensive but most effective
For a digital marketer, Email marketing is the most effective, easiest and inexpensive strategy to reach out more audience. It lets you connect and communicate to multitudes while you pay in just pennies.

Things to consider while trying to use the Email Marketing strategy as a Digital Marketer
1. Always write catching titles/subject lines:
Taking my self as an example, if i should see an email without a catching title, even with an important tag I'm not opening it immediately. I'll have to read others and then get through with my coffee before reading the contents of the mail if i wish.
Catchy subject lines play a good role in getting people engaged to your emails and possibly your products and services. It will make your customers respond quickly.

2. Be plain, simple and straight.
Many poeple hate it when someone is bitting around the bush, to keep your existing/potential customers intact with your mails, you've got to be plain, simple and straight. Always be brief (Hit the nail on the Head).

3. Minimize rigidity, improve your Hilarity
No matter how serious your service appears, always try to make your mails lit and full of humor. No one would like to deal with a rigid marketer.

4. Avoid mistakes and irrelevant mails
Don't bombard your subscribers with irrelevant emails and try to avoid mistakes. Always ensure the content of each the emails are relevant and channeled towards a targeted service.

5. Be responsive.
Always try and respond to replies as soon as possible. An automated response can help out in this aspect.

Here are the best main reasons to embrace email marketing strategies and also some success tips for beginners. Kindly drop your opinions, views and suggestions.
Thanks and have a great day

Credit: Dopitech
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New member
Nov 22, 2019
Here are six reasons why email marketing is necessary for a small business.

1. It effectively acquires customers.
Email marketing is four times more effective than social media for acquiring new customers, and the acquisition rates are climbing. From 2009 to 2013, for example, customer acquisition through email marketing quadrupled. That means email marketing, not social media, is the best option for your initial brand contact.

2. It is affordable.
Email marketing is one of the cheapest forms of outreach available to a small business today. It also has one of the best ROIs available for brands of any size. For every $1 spent on email marketing in the United States, the average return is $44.
The advantage of email marketing is that you can include the same elements of direct mail, including its interruptive effect with send time optimization, without the printing and postage cost. Sending out an email blast to an entire list often costs less than the price of lunch.

3. It is personal.
When you address an email marketing effort in a personable way in a subject line, you have a 20 percent better chance of the recipient opening the email.
That's just the first step toward making the email feel like a personal message instead of spam. These are some other ways your small business can encourage a click-thru:
  • By sending out a specific email to subscribers on their birthday or anniversary date with your company
  • Through a product offer or discount related to their previous purchases with your business
  • With topics that cover items of interest for your subscribers
With a well-constructed email, you can automate this process to benefit your brand without a large time investment.

4. It creates a call to action.
People are more likely to purchase something when they feel like they've invested themselves in a product or service. By encouraging a click to open an email, you begin that investment process. Encouraging another click after reading the email is the next step on the path toward a conversion.
Even if a click doesn't happen, continued emails to interested subscribers create a drip campaign that can lead to success. That is why you'll see some results immediately, while other results happen over time.

5. It gives your brand access to mobile users.
The average person checks their phone 80 times per day. Three out of every 5 people will use their mobile device to read and respond to emails, 44 percent of people check their inbox up to three times per day, and 18 percent of email users say they check their inbox for new messages up to nine times per day. This is why email marketing is such an important component of a small business growth strategy. It puts your message right where your prospects happen to be.

6. It provides measurable results.
Unlike other forms of marketing, you gather measurable results with email marketing. You can see which campaigns are effective and which are not. You can even test different email outreach efforts to determine which one will make the greatest impact.

Other forms of paid marketing cost more and do not offer these advantages. Tailoring your message to each consumer may be the greatest advantage that email marketing provides to small businesses.

How are you using email marketing today?
Many small businesses avoid email marketing because they fear it will be too expensive. You don't need to pay someone $200 to write an email or $1,000 to design graphic-based content for your brand. You can accomplish many of the tasks that a good email requires from the comfort of your own computer.

Embrace your creative side. Call your subscribers to discover the strengths of your brand. Offer a strong value proposition. When you can embrace the reasons why email marketing works for small businesses, then you'll be able to pass the eight-second attention span test.

Thanks & regards,
Brenda R.
Email Marketing

Email marketing means sending commercial and promotional messages by email, to a carefully selected group of prospects, for the purpose of getting leads or making sales.

Sustained email marketing doesn’t just entail promoting products and services, but it’s also about developing long-term relationships with potential customers and clients so that they begin to trust you and when the right time comes, prefer to do business with you rather than somewhere else.

Importance of Email Marketing
Despite various means of communicating with people these days, including instant messaging and social media platforms like Facebook and Twitter, email remains the most effective way to universally reach out to people, especially those people who have, in some way or another, shown interest in your product, service or website.

According to the last count,
  • There were 2.6 billion email users in the world and 58% of email users check their email first thing in the morning compared to 11% Facebook and 2% Twitter.
  • The average click-through rate in emails is 3.7% compared to 0.07% on Facebook and 0.03% on Twitter.
An email has been there since the advent of the Internet. It is one of the most fundamental communication tools on the web, unlike various trends that appear and vanish every few years.

Not just the most effective, it is also the most inexpensive way of reaching out to your core audience.

How to Get started with Email Marketing
There are two parts of the first step that you need to take to get started with email marketing:

  • Figure out how you’re going to build your mailing list
  • Decide what you’re going to communicate to your email subscribers
We will come to both these points a bit later but let’s move backward before even this first step: deciding how you’re going to broadcast and manage your email marketing campaigns.

These days there are some excellent email marketing companies that allow you to build your mailing list from your website, broadcast your messages manually as well as automatically, obtain deep analytical insights into how people are responding to your individual campaigns, and create targeted segments for better results.

Some of the contemporary email marketing services are listed below:
  • MailChimp
  • AWeber
  • Constant Contact
  • GetResponse
  • Drip
There are many more and which service you go for depends on your preference, budget and the degree of independence you are looking for.

It is not necessary that you need to choose one of these services for your email marketing campaigns; you can let your digital marketing company handle your email marketing through either their own servers or through some service that they think should work for you.

The above-mentioned email marketing services (or any other service that you decide to choose, or your digital marketing company decides to choose) allow you to publish signup forms on your website and gather email subscribers for your mailing list.

Once you have established a mechanism to grow your mailing list, you have to decide what sort of content you’re going to broadcast.

Are you simply going to send out promotional messages to your email recipients, or you’re going to build up a long-term relationship with them by sending them useful information that they can use to make better decisions about your products and services, or, to be able to use your products and services in a better manner.

Different businesses may have different ways of using email marketing. An online retail business such as Amazon.com may simply send out product listings according to the buying pattern of the email recipient. A subscription-based service may help its users to use their products easily and in a better manner so that people go on paying for the service every month or every year.

How to Grow your Email List?
As mentioned above, once you decide to use email marketing, you will need to build your own mailing list. Many businesses opt to purchase an email database, but this often leads to spamming because the people whose email addresses exist in the database never opted to hear from you. So, it is always best to build your own mailing list because that way, people give you their email ids to be able to receive messages from you.

But people won’t just give you their email ids unless it is going to be of some benefit to them. If you are a known brand and you are known for your content quality, people will gladly give their email ids on your website, but if you are relatively an unknown brand, you will have to offer them something irresistible, something like a lead magnet, to encourage them to drop their email id at your website.

What is a Lead Magnet?
A lead magnet is an e-book, a case study or a white paper that someone can download in lieu of giving you his or her email id. It is an incentive that you offer to your prospective subscribers so that to be able to download the contents of the lead magnet, they give you their email id. The lead magnet needs to be irresistible in a manner that people should be compelled to download it and eagerly give something back to you, in this case, their email id, to get it.

What makes a Good Lead Magnet?
A good lead magnet has the following qualities:

  • It offers a solution to a pressing problem your visitor is facing.
  • It offers something very big that can have a significant impact on your visitor’s life.
  • This leads to a specific end-result desired by your visitor.
  • It gives immediate gratification.
  • Reconfirms an idea or a notion nurtured by your visitor.
A lead magnet doesn’t have to be very big, or very small. If it is very big (300 pages) it is going to intimidate your prospect. If it is very small, your prospect is not going to take it very seriously. So, what should you do? Go with the flow.

Email List Segmentation
What is Segmentation exactly?
The more targeted and customized your email messages are, the more effective they will be. One way is to send a general email message to everybody hoping that at least some people in your mailing list will find it appealing and respond favorably. This considerably lowers your open rate and clickthrough rate and doesn’t help you much in making your subsequent campaigns more effective.

Contemporary email marketing solutions and software applications (especially the ones that are cloud-based) give you the following insights these days:
  • How many people opened your campaign email?
  • How many people actually read your email?
  • How many people clicked the hyperlinks contained within your email?
  • On which day of the week people open your messages the most?
  • In which country (assuming you are running an international campaign) people open your messages the most, or clicks the link the most, and other regional information?
There can be many more analytics available with your email marketing service, but let’s say you want to target people who clicked the link in your email but didn’t purchase from you.

It may mean that although they are interested in buying from you and they even checked out the item, something stopped them from buying.

So, you can specifically target these people for your next email campaign, providing them further information, or at least asking them what is stopping them from buying from you? This is segmentation.

If you’re running an international campaign, your analytics may reveal to you that people in New Zealand are more receptive to your messages. You can perhaps create a targeted email campaign specifically for people in New Zealand. This is segmentation.

How to Improve your Email Open Rate?
The success of your email marketing rests upon the maximum number of people opening your emails. Unless people open your emails, how are they going to respond to them, how are they going to click the links and go to your landing page and then buy from you? So, improving your email open rate is extremely critical, in fact, one of the most critical aspects of your email marketing.

Listed below are some steps you can take to improve your overall email open rate:

1. Avoid Spam Filters
Many people may never receive your emails because emails are being directly redirected to their spam folders. How can you avoid that?

When people subscribe to your mailing list, you can ask them to white-list your email address so that their email client (Gmail, for example) doesn’t mark your email ID as spam.

You can also avoid using expressions such as “make money”, “make dollars”, and such because they are generally considered spam by most of the email clients these days.

Whenever possible, stick to text messages because when an email message contains lots of graphics, many email clients assume that they are spam.

2. Remove Inactive Subscribers
Do you have email subscribers who have never opened your messages? They simply subscribed and then forgot about it? This may be because they don’t need to hear from you, and if they don’t need to hear from you, why should you send them your messages? Aside from the fact that they are costing you money, they also bring down the overall open rate that may lead you to believe that you are not running a successful email marketing campaign, which can be quite misleading.

Your email marketing service will easily tell you which subscribers have never opened your emails. You can either create a segment of these subscribers and never send messages to them, or you can simply delete them.

3. Find Perfect Timing
An average person gets many emails. If he or she doesn’t open your email within the first hour of receiving it, due to many more incoming messages, your message will be pushed down and he or she may end up missing it. This is why it is important that you broadcast your email marketing campaign when your recipient is more likely to check it. This way you can make sure he or she doesn’t miss your message. Again, your email service or your digital marketing consultant can easily tell you normally when people open your messages.

This will need some patience as you won’t be able to find the perfect timing immediately. You will need to track some campaigns before you can know this.

4. Make your Subject Line Stand Out
Among scores of messages in the inbox, your recipient will be able to notice your message by the subject line. Make the subject line as convincing and compelling as possible. Your recipient should immediately want to open the message when he or she reads the subject line.

Do remember that there is a difference between creating a compelling subject line that stands out and a misleading subject line. A misleading subject line may work a couple of times, but people will soon stop believing in it and they won’t open your subsequent email messages and they may even mark your messages as spam. So, stick to the central message of your email when formulating your subject lines.

5. Write One-on-one Content
Make your email messages as personal as possible. Whenever possible, use the first name of the recipient. In the copy, talk in the first person as in “you and I” or “you and we”.

6. Optimize your Email Messages for Mobile
  • 80% of Internet users own a smartphone.
  • 61% of emails are opened on mobile phones.
This is a big chunk of your recipients that may never access your emails if your emails are not mobile-friendly. Creating mobile-friendly emails is not difficult; almost every email market service allows you to create mobile-friendly email layouts.

Why automate Email Auto-responders?
Email auto-responders are email messages that are automatically triggered when a particular action takes place (and an email trigger is associated with this particular action).

The most common example of an auto-responder that you may have come across is the “out-of-office” reply that you often get when you email someone. Many professionals activate such an auto-responder when they’re not coming to office, but they want people who are sending them emails to know that they will be getting back once they are back in the office.

Auto-responders are also used for drip marketing. You create a series of email messages that are sent out automatically after set intervals.

Suppose someone purchases something from your website. After he or she has purchased, you want to send out a thank you message. After a couple of days, you want to send out a message, suggesting that there are similar products available on your website that he or she would like to consider.

If he or she responds to your subsequent messages, further auto-responders can be created, on-the-fly, to encourage the person to buy more.

If the person doesn’t respond to your messages, another set of messages can be automatically triggered.

This is marketing on autopilot. Everything happens in the background, but it is like a dedicated salesperson continuously marketing for you.

Tracking your Email Campaigns
This has already been mentioned above. Tracking your email campaigns means using the analytical data to streamline and better target your subsequent campaigns. As the name suggests, to be able to track, you need to carry out your email marketing campaign for some weeks, and even for some months. Then, you gather data and then customize your email campaigns accordingly.

For sustainable success, email marketing shouldn’t be considered a quick-fix digital marketing tactic. It’s an ongoing exercise. Sure, certain email campaigns may suddenly trigger a spike in your sales, but even for that, people need to be familiar with your brand and comfortable with your presence, and this can only be achieved through a sustained email marketing campaign.
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