What is e-mail marketing
E-mail marketing means that companies or businesses promote their products or services through e-mail marketing. E-mail marketing is one of the most functional digital media channels and its contribution to gaining customers or retaining existing customers is undeniable.
In our article, we will give detailed information about e-mail marketing / e-mail marketing and its use.
Why is E-Mail Marketing Important?
What Is E-Mail Marketing Used For?
What are E-Mail Marketing Tools?
How to E-Mail Marketing?
How to Determine E-Mail Marketing Goals?
How to Create an E-Mail List?
How to Create E-Mail Marketing Campaigns?
How to Write Marketing Emails?
How Often Are E-Mail Marketing Campaigns Sent?
What are the E-Mail Types Used in E-Mail Marketing Campaigns?
E-Mail Marketing Automation
How to Measure E-Mail Marketing Campaign Performance?
E-Mail Marketing Tips
Why is E-Mail Marketing Important?
High return on investment.
It is an active channel to gain new customers.
It can be easily integrated with different communication channels.
It helps in SEO / Search engine optimization studies.
Email marketing is one of the primary sources of marketing communication and has a number of other important advantages.
It has a high return on investment. Every $ 1 spent on e-mail marketing brings about $ 44.
It is an active channel that will bring in new customers. E-mail marketing is 40 times more effective than Facebook or Twitter in gaining new customers.
It can be easily integrated into different communication channels. You can grow your target audience by blending your e-mails with social media platforms, SMS or web push notifications.
Helps with SEO regulations. You can create content worth sharing, send your content to your subscribers, get backlinks (A backlink is when a site gives a clickable link to a content or page belonging to another site. This makes it easier for the linked page to rank higher on Google) and increase your visitor traffic.
To get started with email marketing, you first need to learn how the system works.
What Is E-Mail Marketing Used For?
A well-designed email marketing strategy will enable you to achieve many long or short term goals. The most common uses of email marketing are:
1) Increases brand awareness.
Email campaigns are a great opportunity to remind customers of your brand. The more often customers see e-mails related to your brand in their inbox, the more likely they are to choose your business during product search. Do not think that you can create the brand image you desire in the minds of the customer only with sales-oriented e-mails. Instead, focus on combining your sales emails with educational content.
2) Increases sales.
Selling is probably the primary goal of every marketer. If your brand is reliable enough, your customers will not hesitate to purchase your products directly via e-mail. Also, you can inform your subscribers about discount opportunities via e-mails. You can offer them personalized offers.
3) Creates a reliable brand / business image.
Still not gaining the trust of your customers? So use emails. Be frank and clear. In this way, you can gain the appreciation of your customers. Include user reviews or testimonials in your campaigns. This will enable you to provide concrete evidence to your subscribers. You can also add a link in your email that will direct the customer directly to your website and allow them to see all of the customer feedback. At least try to include a review section on your product identification cards.
4) Increases your website visitor traffic.
Increasing visitor traffic in the e-mail marketing process does not require intensive effort. Because every e-mail campaign contains links that will direct the customer directly to your website. So if you manage to create an attention-grabbing subject line or proposal, customers will follow the link with peace of mind. This means that you can further increase web traffic to popular pages, and promote pages with little user interaction.
5) Shorten the sales cycle.
Are you selling complex services or products? If this is the case, it may take more time for your potential customers to make a purchasing decision than you think. This is where e-mail campaigns come into play. To tell customers about the benefits of using your product: add step-by-step guides and video tutorials to your e-mails. This will speed up the customer's purchase decision and shorten the sales cycle.
6) Allows you to automate routine work.
This is more of an item related to call-to-action or transactional emails. With automation, you can easily send e-mails in response to your customers' actions - such as welcome messages, registration confirmation, abandoned shopping cart reminder e-mails, order confirmation e-mails, password reset e-mails and account activation e-mails. As you reduce the operating costs created by the director.
What are E-Mail Marketing Tools?
There are many e-mail marketing services in the market. These services are not too different from each other. Each one provides customers with drag-and-drop editors, subscription forms, A / B testing, personalization tools, etc. for campaign designs. offers a package of services.
The main difference between them is the price. Some offer a 7 or 14 day free trial, while others come up with a plan for full use. While some are focused solely on marketing, others have included the possibility of sending e-mail, SMS and web push notifications to this service.
You can find these tools in forum posts or company studies.
How to E-Mail Marketing?
Choose a professional email service provider.
Build your mailing list.
Build your marketing campaign.
Measure the effectiveness of your campaign.
If you have decided to integrate email marketing into your marketing strategy, follow this guide we have prepared for you. In this article, we will share with you effective tips that will guide you while creating your e-mail campaign and build long-term relationships with your customers.
1) Choose a professional email service provider.
If you are a beginner, you may be wondering why you need a professional email service provider. Not all email service providers are designed for email marketing. As such, they contain certain restrictions on post volume and design. At this point, it doesn't matter which email provider you use.
For example, if you are using Gmail, the number of e-mails you can send within 24 hours is 500. If you don't have design skills, it's almost impossible to create an email template to fit your brand. There is no feature designed to manage your mailing lists, personalize your e-mails and segment subscribers. Also, you cannot receive any reports that you can evaluate the performance of your e-mail campaigns. Even worse, you cannot automate your posts.
Therefore, using a professional email marketing service is a must, not a luxury. With a specialist service provider in this field, it ensures that your e-mails reach the customers' inbox directly, you can choose a plan suitable for the size of your mailing list; Moreover, you also have a functional drag and drop editor that makes it possible to create professional campaigns without HTML knowledge. And this is just the tip of the iceberg!
You can use any of the tools of personalization, segmentation, A / B testing to create precious campaigns that are exactly compatible with your brand or business. The e-mail automation function, on the other hand, allows you to automate everyday tasks, thus focusing on issues that are more important to you.
Compare the free plan limitations of the 10 most popular services to save time when researching service providers. During your research, you will see that service providers allow marketers to send free emails regularly or offer them a free trial to test their services. Which one to choose is up to you.
For example, you can send 15,000 emails to 500 subscribers for free and include pre-designed email templates, subscription forms, marketing automation, A / B testing, email analytics, personalization, segmentation, email authentication, etc. to the service plan. You can choose services that include professional marketing tools.
2) Create your mailing list.
One of the most important steps in e-mail marketing is collecting e-mail addresses. The quality of your mailing list affects the performance of your marketing strategy. The only way for your marketing strategy to be successful is to communicate with people who are interested in your brand. For this reason, it is imperative that you prepare a proper mailing list in order to deal with the right audience. This list should include not only e-mail addresses, but also subscriber names, locations, date of entry, or other information. Because based on this data, you can create personalized campaigns that are one-to-one compatible with your business.
The basic rule of the e-mail list creation process is to get customers' permission. Never, ever buy ready-made subscriber lists. Remember, these people have not specifically requested to receive emails from you. Therefore, they neither interact with your brand nor have any interest in your brand. This means that they can mark campaign emails as spam and damage your brand reputation.
Create a subscription form for an acceptable mailing list, place it in a convenient spot on your website, and collect your subscribers legally. As soon as any of the users fill in your form, the e-mail address they specified will be automatically added to your list. Your forms must comply with the GDPR, ie data security regulation. This means users have to confirm their request twice to receive emails from you. So you can create a much more interactive mailing list.
If you want to increase the effectiveness of your form, you should offer users attractive deals - these are special offers subscribers will receive in exchange for giving you their email address. Your offer can be relevant to any product that is valuable to your target audience - a short checklist, e-book, guide, first purchase discount, etc. In this way, you can increase your potential customers.
3) Create your marketing campaign.
We can divide this step into subheadings. First, you need to create an email marketing plan to schedule email submissions. This will allow you to keep your strategy consistent, not attack subscribers with random emails, effectively monitor your performance, and develop the most effective tactics in action.
E-mail marketing plan: As a first task, you should determine the frequency of your e-mail posts, even if approx. You ask why? Because letting your subscribers choose how often they want to hear from you would be much better for your business. You can ask them this question directly via your subscription form, or include shipping options in your email campaigns.
Next, you have to decide on the type of emails you will send during the next month. This is important so that you don't bombard your subscribers with campaigns. You must strike the right balance between promotional and non-sales emails. Remember, most subscribers don't want to receive hot deals or sales reminder emails every God's day, although it varies depending on your niche. You must combine these with trigger and transactional emails.
Trigger emails are also follow-up emails. Marketers post these in response to user action.
A user subscribes to your e-mail system. receives a welcome email or an initial email series.
The user adds a product to the shopping cart but does not purchase the product - they receive a “forgotten item in cart” email.
The user makes a purchase. receives an order confirmation email and emails regarding the shipping status.
The user registers for a webinar. receives webinar attendance confirmation email.
The user views a specific product on your site. receives a special discount email for this product.
The user's service period expires. receives a free plan upgrade email.
The user won't open your emails for three months. receives re-engagement email.
Almost all of these emails have a high click-through rate as it was user behavior that triggered each one. Some of the email types listed above may also be included in the transactional email category.
Transactional emails are also sent to subscribers on the basis of their actions. The difference between any trigger email and transactional email is that the latter is not conversion oriented. The aim is to create a sense of trust and increase the likelihood of customer retention. Examples of transactional emails include order confirmation emails, shipping status emails, password reset emails, pricing or service plan upgrade emails.
Let's say you send three emails a week, and if your customer will view some products from your email campaign, add them to their cart, place an order, or sign up for a webinar - that means you'll send at least 4 extra emails, which in total for a given week. 7 means sending e-mail.
Now that you know what to post and how often, you can get to work. If you've never sent emails from a specific IP address, there's one more point to keep in mind. If you send 5,000 emails the first time with a new IP address, you run the risk of being detected as spam. Email service providers are wary of sending from new IP addresses, because spammers often use new IPs and suddenly start sending large volumes. So, in order to avoid spam filters and increase your inbox penetration rate, it is essential to warm up your IP address before you start sending emails.
IP Warming; Outlook, Gmail, Yahoo etc. It refers to the slow and gradual increase in emails sent from a specific IP address over time to gain the trust of email service providers. If you want to build a good sender reputation and prove that you are a legitimate sender, you shouldn't neglect IP warming. Remember, it can take 4 to 8 weeks to establish the post credibility.
Now, let's move on to the most interesting part: Creating an email marketing campaign.
At this stage, we recommend that you first create an e-mail template that suits your brand's style. You can use this template for any campaign. However, if you don't mind making a design from scratch, you can also opt for ready-made email templates.
Let's take a look at some of the key items that may end the users' process of deciding whether your email is worth opening or not. These are your sender name and email subject line. Your subscribers encounter these two items right after they receive your campaign mail.
Sender e-mail address and name: The first rule at this stage is to understand that using "[email protected]" will lead you to a deadlock. These types of addresses are robotic, impersonal, invisible and do not help you interact with your target audience.
Instead, try using your company name on the sending address. You can include the department where the shipment is made in your e-mail address or add the name of the person responsible for e-mail communications to the address. This means you create an opportunity for customers to interact with your business.
Your sender name is also important. Because the sender name will enable you to increase your brand awareness and recognition. There are several options you can use to find an effective sender name. The first and safest of these is to use your company name as the sender name. This way, your subscribers can understand at first glance who the sender is.
Victoria’s Secret, Chanel, MAC Cosmetics etc. Famous brands use brand names in the sender name.
Some brands prefer to include the phrase "team" in their sender names in order to create a sense of sincerity. An appropriate sender name may be the brand name or the following "team" phrase — marketing team, for example — after any department name.
Another option is to use the name of an agent or person responsible for e-mail communication. After a while, the customer will associate your brand with this person. This will help subscribers to communicate directly with this person or your company.
For a more personal touch, you can use a photo of your customer representative. This will help your subscribers develop a sense of familiarity with your business.
Email subject line: Now let's touch on the second item that stands out when it comes to emails, namely the subject line. The subject line provides recipients with some basic information about the e-mail. Therefore, your subject line should reflect your email content exactly. Your goal should be more than just providing information, to attract subscribers' attention and motivate them to participate in your campaign.
Let's say you emailed a webinar announcement. If you specify the topic of the seminar directly in the subject line, as soon as they read it, subscribers will be able to master the event and decide if they are interested in the event.
Customizing your email subject line will also be an effective strategy. It adds a name section to the subscription form so you can address your customers directly by name. This indicates that you have a special interest or interest in each client.
Another way to attract subscribers' attention to your email is to use emoji. Make sure you find the right one, or that the emojis you will use match your brand voice.
For better performance, use trial and error - try questions, numbers, sense of urgency, hint and more.
Email text: The first rule to remember when composing an email text should be for your readers, not for yourself. Avoid using your posts as a channel where you can brag subscribers about your brand's greatness or list your achievements. People are concerned with the functionality of the solution they offer, not the brand itself. Because each of them is after the easiest and most effective solution. So present them with your solution and explain to which problem areas your product / service addresses or how it will eliminate the problems.
Try to keep your post text short and to the point to deal properly with this topic. Readers have a lot of work to do other than reading your email, so don't waste their time. Make your email clear, stick to the inverted pyramid design. This means you need to put important information at the top and end your email with a stunning CTA (Call to Action).
Minimalist emails tend to perform much higher. Stick to single-column designs because the average user's attention span is only 8 seconds, so it's impossible for them to carefully read your message from start to finish. Headlines, calls to action, etc. Leave space — white space — around important items. This way, you help subscribers easily concentrate on the essentials and let your email "breathe".
Add only one CTA button per email. Call-to-action buttons refer to the basic action you wish your subscribers to take after reading your campaign. Therefore, if you use three or more CTAs in a campaign, the customer can be confused - this whole message stack will take the customer's focus away from the core message. To call for an effective action, get straight to the point without being dishonest. Use as little text as possible. Remember to be clear and clearly tell users what to do next. Let the message color contrast with your email background - this will allow users to notice your call to action at first glance.
Make your email images clickable. Almost every user clicks on pictures while reading e-mails. With these pictures, direct the customer to the relevant site page. Write alt text for all images you include. Thus, users can easily read these texts explaining the pictures.
Your email should be equally clear and understandable for both professionals in your field and those new to the subject. Therefore, avoid excessive terminology or using slang expressions. Remember, the goal is to make it easy for everyone to understand what you're talking about.
Create a suitable email footer. Although the page footer is not exactly related to your main message, it is an issue that needs particular attention as it contributes to your brand identity and helps build customer trust. Also referred to as an email signature, this item must contain the following information: an explanation of why the subscriber received the email, an unsubscribe link, a link to the email administration center, company logo and physical address, copyright data, social media sharing buttons and contact information.
Email signatures are useful in providing the customer with all the necessary information about your business. Note also that the unsubscribe link in this section must be sufficiently visible - do not hide it between text or use a small font. The user should be able to easily click this link and the unsubscribe process should be a simple one-step process. This makes your email campaign much more functional.
Use segmentation to make your email campaign much more relevant to your brand. Segmentation allows marketers to send different emails to customers based on their gender, age, location, purchase history, interests. These types of e-mails have a high opening rate and appeal to a much more interactive recipient audience. If you want to provide customers with a unique personalized service, send them emails tailored to their actions: those who opened and clicked a link in an email, those who did not open the email, who clicked a few links in the email, etc. A segmentation consisting of sections will do the trick.
4) Measure the effectiveness of your campaign.
A professional email marketing service allows you to monitor the performance of your campaign through reporting immediately after sending.
A basic report covers the number of emails sent or delivered, the rate of open, clicks, emails marked as spam, and the percentage of users who unsubscribed.
For example, the "Open rates by location" report allows you to understand by which country or region your emails are most frequently opened and analyze the situation.
Click maps show the number of clicks on each link or image in your email.
The "Devices" report gives you the rate at which emails are opened by device and browser - desktop or mobile devices, or platform or browsers used ...
The “Error statistics” report reveals any errors preventing your email from being delivered.
With these detailed reports, you can analyze your target audience, understand whether you have achieved your goal and determine the most effective techniques you will use to do this.
How to Determine E-Mail Marketing Goals?
Make sure you understand why you should market your business using email.
Your email marketing goals should be:
Clarity: identify your target audience and how you can get the most out of each campaign.
Availability: use and multiply your budget, resources, time and skills.
Punctuality: set an appropriate deadline to complete your goals.
Measurability: specify which key performance indicator you will use to track the success of your campaign.
How to Create an E-Mail List?
As soon as you set and internalize your e-mail marketing goals, you need to create a database of people to be e-mailed to. You can follow these steps to easily attract new subscribers:
Promote your e-mail campaign on your website.
Create a subscription form. You can also create multi-channel forms that will allow users to communicate with your brand via chatbots in Facebook Messenger and Telegram.
Place your subscription form in the high traffic areas of your website. You can place forms at the end of a footer, sidebar, or blog post.
Streamline the subscription process. Make sure the user can easily type their email address or give them a great reason to subscribe to your list. First order discount or free shipping option will give positive results.
To become an email marketer that complies with data protection regulation (GDPR), send confirmation emails asking users to verify their subscription. Provide them with clear information about what happens after they subscribe, what content they can access or how often they will hear from you.
If you already have a mailing list, we recommend that you check the validity of your list using e-mail validator web tools. Remove invalid email addresses from the list. This way, you can increase your email deliverability rate and sender reputation.
How to Create E-Mail Marketing Campaigns?
Choose your mailing list.
Create your emails based on an existing template or your own design.
Make arrangements for the campaign and manage the follow-up process.
Send a test / trial email.
You can use the following e-mail types in your campaigns:
Trigger emails: These emails are automated and are sent based on user behavior or the users' current stages in the customer lifecycle: welcome emails, anniversary emails, abandoned cart emails, transactional emails, and re-engagement email. like-mails.
Regular business emails: These emails are your primary dialogue with your target audience. They refer to promotional e-mails containing special offers, discounts, educational information or announcements.
No matter what type of posts you choose, keep in mind that there are some standard rules for writing an email text for your subscribers to read.
How to Write Marketing Emails?
You can use these tips when composing your email:
Create an attention-grabbing subject line. Limit your subject line to 20 characters and make sure your headline has a meaningful relationship to the preheader. Thus, your subscribers can get as much information as possible about your e-mail, even while checking their inboxes.
Use relevant content and personalize your email. Divide your audience into segments based on their age, location, gender, and preferences so you can create even more relevant and functional emails for the coming days.
Keep your email as short as possible. Reading an email takes an average of 11 seconds, so it should be your priority to keep your email free from boring and informative.
Create an active call to action / CTA button. This button should contain a clear call to action, such as "Buy" or "Subscribe".
How Often Are E-Mail Marketing Campaigns Sent?
According to statistics, companies send 2 to 4 emails a day. So how often should you send marketing emails to your customers?
Include this question in your subscription form. Give users the option to receive your e-mail daily, weekly or monthly. Have users make this choice during the subscription process.
Track open rates and the number of subscription cancellations. Change the frequency of your emails according to these numbers.
Take a deep dive into why users are interacting. Some subscribers may only be interested in receiving promotional emails. Others are interested in your sales offers, but they may also want to see your newsletters with the best blog posts. Let users personally determine their content preferences and plan the frequency of your emails based on these responses.
Do an A / B test. Send e-mails to two equal groups in your mailing list at the same time, check the opening rate of the e-mails and determine the frequency of the mailing accordingly. (A / B tests measure customer experience.)
What are the E-Mail Types Used in E-Mail Marketing Campaigns?
Welcome / welcome emails
Product launch emails
Event or webinar invitation emails
Anniversary and birthday emails
Customer success emails
Abandoned cart emails
In this section of our article, we'll share your email ideas for your marketing campaigns. As users subscribe to your mailing list, they hope to get valuable content from your brand. Thanks to these ideas, you will be able to interact with your target audience and increase customer interaction and loyalty as well as sales. Hope you find your inspiration!
Welcome / welcome e-mails: The first impression, which is the key point of communication, is actually a kind of final impression. Welcome emails are the first campaign a brand sends to new customers. The purpose of these e-mails is to warmly welcome the customer, introduce your team or products, and tell subscribers the benefits of working with your company. You can also include promotional guides or video instructions in your emails to make the customer's job easier. You can even use a video you shot with your CEO to make your readers smile.
Newsletters: Newsletters are high-quality content edited weekly or monthly. The purpose of this campaign is to increase your interaction with your readers. You can use not only your own content but also materials from other brands in these emails. Remember that you'll have to work on tons of articles to find the best material. These types of e-mails show how expert you are in your field, create a sense of trust in your brand and allow you to be perceived as an authority.
Email summaries: This type of email is just like newsletters. The only difference is that you are only expected to share your own materials. Email summaries are the collection of news, articles or updates from the brand within a certain period of time. It allows marketers to inform their potential customers, increase site traffic and sales. In these types of e-mails, you should divide the materials in order of importance - primary and secondary information categories - to make your customers perceive them better. Take advantage of gaps, images, colors, or different sizes or alignments.
Product launch emails: Are you launching a new product to the market? This is an issue you cannot be silent about. Moreover, you need to create excitement for this new product / service or feature. Thanks to the launch emails, you can re-engage with passive users and increase your loyal customers. Remember, your task is to inform the customer about your innovations that will help them solve their specific problems rather than notifying the customer that your team of geniuses is finally launching a new product. You must focus on customer needs and how you can meet those needs.
Event or webinar invitation emails: Marketers send these messages to announce an upcoming event or webinar to their customers / subscribers. The aim should be to convince subscribers that this meeting is indeed worth their time. You should outline the advantages of the betting event and explain what skills or knowledge participants will acquire through this event. This type of e-mail can increase customer interaction and brand awareness; You can create an excitement for your event.
Promotional emails: Marketers send promotional emails to increase sales. They announce hot deals, end-of-season reminders, last chance sales, new products in stock and limited versions of these products in this way. Promotional emails can be personalized. This means that customers can get specific offers tailored to their interests. For this purpose, you can use your customers' purchase history or monitor visitor behavior to generate relevant offers that will appeal to the customer.
Anniversary and birthday emails: These types of emails include subscribers' birthday, newsletter sign up anniversary, or first purchase anniversary, etc. Sent to celebrate special occasions or events. It serves two main purposes: Increasing customer retention and sales. Holiday emails have high click-through rates as they are personalized and provide a unique experience to the recipient. These emails also positively affect brand reputation.
Customer success emails: Marketers love these emails. You ask why? Because they help marketers establish strong relationships with customers, show a personalized approach specific to each user, and increase customer engagement and loyalty significantly. People want to know their progress on any subject and they feel a real happiness when they realize you are following it. The tenth product from a brand, the first site created on the platform, the first e-mail campaign sent, or the progress users make while studying any foreign language are covered by this type of e-mail.
Abandoned cart emails: Users may leave your website for various reasons before completing the purchase. (Due to long payment transactions, unexpected additional costs, the need to register or create an account, delivery time, insufficient payment options, incomplete return policy, etc.) In such cases, you can increase your sales by sending them a "forgotten product in your cart" e-mail. To create an impressive campaign, include items users left in their shopping carts in your email, add a cart-linked CTA button, and include the total price and shipping costs. You can blend your campaign with the psychological state (Fomo) called the fear of missing out on social media developments and offer users a special time-limited discount.
Re-engagement emails: It's impossible for your email subscribers to engage with your campaigns forever. You ask why? They may have already solved their problem with the help of your brand, or they may find your email frequency or content too sales-oriented or annoying. Regardless, there is a way to get them back. Create re-engagement campaigns for users who haven't opened your emails for at least three months. In this way, you can reactivate some passive subscribers, make your mailing list much healthier and more functional, and keep your post reputation high.
Feedback requests: These types of emails are sent after customers have purchased a product or service or attended an event. In this way, businesses / brands can understand the problems faced by users while using products / services, develop their services further, discover new opportunities and build customer loyalty. Moreover, there is no need to send each of these emails manually. You can use marketing automation tools and automate your posts.
Gift e-mails: Giveaways help you grow your mailing list, increase your brand awareness, interact with your existing target audience and create excitement for your product. You can use these emails to re-interact with passive users and keep current customers interested at all times.
Survey emails: These emails are similar to posts for requesting feedback. Marketers add a questionnaire or form to their email that allows users to share their thoughts on the brand. In this way, customers can express the things they like or do not like in the products of the brand and share their ideas for developing the brand. Moreover, businesses / brands never neglect to offer a discount or other valuable item in return for completing such a survey. This allows brands to increase customer loyalty and loyalty.
Follow-up e-mails: These types of e-mails are sent in response to customers' actions. They also contain operational and trigger messages. The main purpose of follow-up emails is to automate sending emails. They also help marketers segmentate the target audience on a behavioral basis, increase email engagement and conversion rates, and build customer trust or loyalty.
E-Mail Marketing Automation
Email marketing automation enables marketers to work much more efficiently without using excessive resources. Automation refers to the transfer of routine tasks such as confirming orders, fulfilling orders or sending follow-up e-mails to an automated e-mail service.
Automations enable: save time and money, cope with high-level tasks, improve yourself brand and marketing strategies, increase your sales, increase customer retention and customer loyalty, better understand your customers and provide them with a personalized experience.
Automation increases functionality and efficiency. In this way, you can automatically send promotional or transactional campaign emails in response to subscriber actions: Users can easily send confirmation emails to them after they register, place an order or make a reservation; You can create reminders - to remind you that subscribers have forgotten something in their shopping cart or an upcoming event. You can request feedback from customers and re-interact with passive customers by appearing with a special offer. Or you can create any special event that will trigger the email delivery. There is no limit to what you can understand and do.
How E-Mail Marketing Automation Systems Work?
An event is created. An event refers to an event that will trigger the e-mail delivery. For example, a purchase.
An automation flow is designed. Use filters and existing processes to create messages with high relevance in this process. You can combine email, SMS and web push notifications in a single stream for a stronger interaction. For example, send the customer both an order confirmation e-mail and inform him about the shipping process via SMS. For a more successful personalization, you can use the variables in your mailing list.
The event is triggered and the automation flow begins. After the user makes a purchase, the event is triggered and the automation flow begins with an order confirmation or a thank you email.
The process is completed. You can now track conversions.
What is the Cost of E-Mail Marketing Automation Systems?
Email marketing costs vary depending on the platform and database size you use, but they are not serious - they range from $ 9 to $ 1000 per month.
How to Measure E-Mail Marketing Campaign Performance?
You can choose one of the key performance indicators listed below to measure the success of your campaigns:
Return rate - the number of emails that could not be delivered to subscribers' inboxes.
Open rate - the number of emails opened.
Click-through rate - the number of users who opened your emails and clicked on links.
Unsubscribe rate - the number of buyers who clicked the unsubscribe link.
Spam complaint rate - the number of users marking your emails as spam.
Conversion rate - the number of users who took the desired action: such as a purchase, download, or subscription.
E-Mail Marketing Tips
Collect e-mail addresses legally.
Comply with the CAN-SPAM Act.
Comply with GDPR / Data Security Regulation.
Use a familiar sender name.
Perform IP warming.
Meet new subscribers within 24 hours.
Write an attention-grabbing subject line.
Create a succinct e-mail text.
Check for spam.
Include your social media accounts in your e-mail.
Make your e-mails mobile compatible.
Do A / B test.
Re-engage with passive subscribers.
Measure the effectiveness of your campaigns.
Clean your mailing list regularly.
Automate your campaign posts.
1) Collect e-mail addresses legally.
Never buy ready-made mailing lists. This is prohibited. You can get fined, or worse, damage your brand reputation. People who have not already subscribed to your campaigns will not be interested in your products.
To play the game by its rules, create a subscription form and place the form anywhere on your site. You can also choose a pre-designed form to save time.
You can also create a mailing list with the help of online and offline events, competitions, landing pages, polls, quizzes, social media accounts and partner websites. You can use leads to turn users into subscribers, provide social proof, or let people choose their preferences for email delivery frequency or post content.
2) Comply with the CAN-SPAM Act.
The CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing) Act is a US law that sets the rules for commercial e-mail or messages. If you are sending mass e-mails to services originating in the USA such as Hotmail, Gmail, Yahoo, aol, you must follow these rules. Otherwise, you will be punished.
According to this law, the sender must clearly state their identity, a valid physical address must be included for each campaign, a clear and easy-to-touch unsubscribe button / link must be included in each email, and relevant or understandable subject lines must be used. Marketers are also not allowed to sell or transfer users' email addresses to third parties.
3) Comply with GDPR / Data Security Regulation.
The GDPR is a set of standards whose purpose is to protect user data. This regulation is valid for countries affiliated with the European Union. According to this regulation, websites should inform their users that they are personally responsible for controlling personal information. Marketers should use a double subscription form for users to confirm their subscription request twice. Privacy policies should also be reviewed - obtain consent to collect personal data of customers, explain how they store and transfer them, and ensure that no other third parties can access them.
4) Use a familiar sender name.
Using a familiar name in the sender part will help you increase your brand awareness as well as trust in your business. Try not to send “noreply” or “marketingteam” e-mails. E-mails programmed on “noreply” imply that the brand is not interested in user feedback or communicating with customers. Adding the sender's name to "marketingteam" or marketing team doesn't help you build trust, because people tend to believe people more than brands. Customers always want to see who stands behind great products. That's why you should personalize your approach as much as possible.
If the person responsible for e-mail communication with customers is not well known, you can include the sender's name as well as the company name of that person.
If you're sending the first email to one of your new customers, it might be a great idea to start by introducing yourself. Make it clear to them who you are, your role within the business, and what subscribers should expect from their communication with you. This will help you spark a friendly interaction.
5) Do IP warming.
If you are going to send e-mail from a new IP address, you must have an IP warming. This means that you gradually increase the volume of email sends and gain a legal status in the eyes of email service providers. When email service providers discover a large email send volume from a new IP address, they suspect that the unknown sender is spam. As a result, your emails may bounce or fall into your spam folder.
To build a good sender reputation and increase email deliverability, you should consistently increase the number of emails and always send emails to users with the highest level of engagement. Such a warm-up process usually takes 4 to 8 weeks. After this process, service providers see that you are a legal or authorized sender and your e-mail deliveries are made safely.
6) Welcome new subscribers within 24 hours.
Do your best to offer a warm welcome to a new mailing list. After users subscribe to your mailing list, they hope to hear from you. Otherwise, they may quickly lose interest in your brand or forget about your brand. When things reach this stage, it will be very difficult to direct them back to your business.
So, explain how the communication they will establish with your business will benefit your subscribers without delay. You can also add a photo or a short welcome video to your email to create a friendly atmosphere. Make sure subscribers have a good understanding of what to expect from you. Offer your subscribers the opportunity to manage their email preferences by following the relevant link in the welcome email.
For a stronger engagement, you can also use a series of starter emails called "first join email campaigns". This means that you will send several emails within a few days to inform your customers about your product. The first engagement email series enables marketers to deliver their messages consistently without disturbing the customer.
7) Create an attention-grabbing subject line.
The first thing subscribers see in their inbox is your sender name and subject line. They use these two elements to decide if your message is worth reading. Therefore, you should make sure that your subject line reflects the main idea of the email. You should also factor in users checking their inboxes on their mobile devices and keep the subject line short. Avoid spammy words, excessive use of exclamation marks or capitalization in your emails.
You can also use emojis in your subject line to add a personal touch. Of course, do not forget that the emoji you will use should be relevant. Emojis in the subject line will catch the attention of readers at first glance and increase their interactions with your business or brand. Another powerful tool is customization. Getting a personalized email instead of mass campaign posts is always a more useful marketing method.
8) Create a concise e-mail text.
When creating an email campaign, you should take into account that the readers' attention span is approximately eight seconds. You should remember that they don't even read e-mails from beginning to end - they just go over the message for the most important information.
So, to create an effective campaign, you should stick to the inverted pyramid design, place important information at the top of the email and end your message with a clear call to action.
You should leave enough free space for your email to breathe. Spacing between paragraphs will help you highlight the necessary information. The space you use before the call to action or around the call button allows readers to focus on the targeted action.
Want to design the perfect call to action button? So make sure the color you set for the call to action is the opposite of the email background. Choose an eye-catching color. Your call to action should clearly tell users what to do next, so you should keep it concise. Make the button easily clickable on mobile devices. We recommend using only one call-to-action button per email to avoid distracting readers from your core message.
Make sure that your posts reflect your brand's spirit to increase your brand awareness. Use the same color and font for all campaigns. Before sending your e-mails, you can create a template and complete the necessary edits through this template.
9) Check for spam.
Get in the habit of checking every email you send for spam. Accidentally used spammy words or too many exclamation marks in the subject line? Then the probability of your e-mail to be delivered will be extremely low. You can use a third-party service to make safe posts and start an email spam check when you get to the final stage of campaign creation.
You can increase the deliverability rate of your email by using email spam checkers. These checkers will also provide you with suggestions to avoid spamming.
10) Include your social media accounts in your emails.
Integrate your email marketing campaigns with other marketing channels for a stronger interaction with your subscribers or customers. How Does? You can use web push notifications, SMS and chatbots, welcome new subscribers with the first subscription e-mail series, notify them about the sales process or inform them about new content.
You can also add social media buttons to your email campaign to allow users to reach you on Facebook and YouTube. This way, you increase both your profile reach and web traffic.
11) Make your e-mails mobile compatible.
While developing your email marketing strategy, you should never ignore the fact that mobile devices are indispensable in today's world. This means you will have to do your best to meet the needs of your mobile users.
Create responsive / flexible email campaigns for this. Responsive email design means your emails are perfectly readable and visible on both desktop and mobile devices. Users don't need to pan, zoom or zoom out to read your email. If you can't optimize your email for mobile devices, subscribers will take no effort to read your message.
You don't need HTML knowledge or any technical skills to create responsive emails. In fact, if you use professional marketing services, you don't have to worry about this - all emails from these services are mobile-friendly and look great on any screen resolution.
Apart from that, you should pay special attention to a few aspects of your campaign: Email layout, call-to-action button, and unsubscribe link, etc. Use a single-column email template as it is easy to read and subscribers do not need to use horizontal scroll bars. Make sure your call to action can be touched with one finger. Create a call-to-action button in a format larger than 45 pixels. Finally, pay attention to your unsubscribe link - make it easy to find or touch. Moreover, don't try to hide it somewhere in the footer, or make it impossible to click, as if you were trying to fool users. Otherwise, users will mark your email as spam.
12) Do A / B test.
Practice always makes perfect. Do not have enough email marketing experience yet? So do A / B test. This is a marketing research where you will compare various elements of the email to discover the best performing email type. With A / B testing, email subject line, preheader / preheaders, sender data, CTA / call-to-action buttons, images, videos, links, colors or fonts, etc. you can test many elements. In this way, it is possible to find the most profitable variable for your business / brand.
13) Re-interact with passive subscribers.
Your subscribers will lose interest in your brand sooner or later. Do not worry. Such a scenario does not mean you have to make decisions. On the contrary, it allows you to act immediately.
Have your subscribers not opened your e-mails for at least three months? Then send them re-engagement email campaigns. Remind yourself of the benefits your brand has to offer in your post and provide a strong offer that will help you win back the customer / subscriber. Are they no longer interested in your service? Let them go. Focus on keeping your mailing list updated. At this stage, all you have to do is ask them why they left your mailing list. Their answer will help you improve your performance.
14) Measure the effectiveness of your campaigns.
Sending emails without analyzing its effectiveness is nothing more than a waste of time. You should measure the functionality of your strategy and know which tactics are the most effective. You can use key performance indicators to analyze your performance - these include email deliverability, open, click and bounce, unsubscribe and conversion rates. The measurements you make will also provide information on how subscribers perceive your campaigns.
Remember, you don't need any third-party service to track key email marketing performance indicators.
15) Clean your mailing list regularly.
A good mailing list is the guarantee of a healthy and strong email marketing performance. It all starts with obtaining customers' e-mail addresses legally. Then you check the quality of your list regularly. At this stage, you should also follow the interaction of subscribers with your e-mails. Did subscribers ignore your emails for 3 to 6 months? Then remove these addresses from your list. There's no point in talking to people who aren't interested in your brand, right? So you can protect your sender reputation and keep your deliverables high - remember, email service providers will perceive posts that recipients never read as spam.
16) Automate your campaign posts.
In today's marketing world, taking advantage of automation systems is a must - because automation systems allow brands to save time and resources and to spend their energy on much more important tasks. You should rely on email automation to welcome new users, process orders, re-engage passive subscribers and much more.
Create events that will trigger automated email submissions. Focus on sending relevant campaigns. Track conversion rates and improve your workflow.