Email marketing is the targeting of consumers through electronic mail (E-mail). It is mostly associated with data mining, and it has proven effective in terms of impacting consumers in recent times. In general, email marketing is just the digital form of traditional direct mail marketing.
WHAT IS EMAIL MARKETING?
Being petty, Email marketing is just the act of sending a message, mostly commercial, to a group of individuals, using electronic mail. The act of sending out emails to potential or existing customers can as well be referred to as Email Marketing. It is one of the best methods of Digital Media Advertising.
During email marketing, messages can be sent to a purchased, scrapped or collected customer database. It is often leaned towards making sales, driving traffic or relating to a set of people.
Email marketing has been around for donkey years, but it’s safe to say it just started getting relevant years back. Gary Thuerk of Digital Equipment Corporation (DEC) did the first Email Marketing in 1978. He sent bulk emails to roughly 400 potential clients using ARPANET. Surprisingly, this email marketing move resulted in $13 million worth of sales in DEC products This gave us an eye-opener that Email Marketing does work magic.
MUST KNOW EMAIL MARKETING GLOSSARY
- Spam Report Rate – When you send out the emails, the rate at which your message can be marked as SPAM. Anything above 0.1%, that is 1 report per 1000 emails, should be monitored.
Blacklist – This is a huge list of spammer IPs. If you have been marked spam too many times, your IP will be blacklisted, this obstructs your email deliverability.
Bounce Rate – The more your emails are not delivered, the higher your bounce rate. Meanwhile, we have two types of bounces, hard bounces, and soft bounces. A hard bounce is the failed delivery of a message due to a permanent reason like invalid email address, incorrect email address, non-existent email address or blocked email address. A soft bounce is always due to temporary reasons, like a full mailbox or an unavailable server. On a normal note, a considerable bounce rate should be less than 5%.
Bulk Mail – Simply put, it is just large scale email marketing.
- CAN-SPAM – Full meaning is ‘Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003‘. This is the law that states the rules for commercial email marketing and lays out consequences for violations of the Act.
- Click-Through Rate(CTR) – The number of unique clicks in the message sent divided by the number of total emails that were opened.
- Conversion Rate – The percentage of individuals that take action based on the call to action in the email sent. It is used to measure the success of an email marketing campaign.
- Dedicated IP – That is a unique IP Address from which you send the emails.
- Double Opt-In – This is the recommended way of building email lists. With this, subscribers have to confirm their opt-ins manually by clicking a confirmation link in their mailbox.
- Email Campaign – A series of purpose-driven email marketing actions.
- False positive – This occurs when an email that is legitimate is incorrectly filtered as spam.
- Honey Pot – A dedicated email address by organizations trying to combat spam. It works in a way that when someone harvests email addresses and send the emails, identifies that sender as a spammer.
- HTML Email – Email messages laced with HTML Mark-Ups. It makes it possible to be creative with EMAIL designs.
- IP Warmup – Sending a considerably high number of responsible emails out of an IP address in order to build the reputation of the IP.
- Landing Page – A page or a website used to capture leads. It is linked to from the email using a call to action and it provides additional information about the product or service being promoted.
- Open Rate – It is the percentage rate of opened messages in an email campaign. It’s the percentage of emails opened in the total sent emails in an email marketing campaign.
- Opt-In (or Subscribe) – This is the act of simply providing your email and giving permission to receive email communications from a company, website or individual.
- Opt-Out (or Unsubscribe) – When you get tired of receiving emails from a particular channel, whether due to spamming or irrelevancy, you opt out or unsubscribe.
- Plain Text Email – Email messages that do not include any HTML. It is often easier to read and faster to open.
- Shared IP – A single IP address used many people to send emails. It is less costly when compared to a dedicated IP. But it is more prone to blacklisting.
- Signature File (Email Signature) – A short block of text at the end of an email message. It describes the sender and gives additional information such as website, address, and contact.
- Spam or UCE – Sending unsolicited commercial emails to a list. That is, sending emails to someone who has not given permission to receive such emails.
- Spam Cop – A premium spam service. Spam cop watches spam by planting their own emails and monitoring whoever spams the address.
- Spam Trap – An email address used to catch spammers. This email would once be valid, but not anymore. If you send a message to this address, you’ll get a hard bounce. The mail server, however, turns the address to a spam trap when they notice too much of attention going to it. Subsequently, you won’t get a hard bounce anymore, instead, the mail will accept the message and automatically report the sender as a spammer.
- Whitelist – Opposite of blacklist, it indicates IPs that have been approved and certified to send emails to recipients.
HOW TO DO EMAIL MARKETING THE RIGHT WAY
- Select an Email Marketing Provider – There are several email marketing providers scattered all over. Even though some of them are aggressively expensive. You might want to do some research about that, but the ones I’ll well recommend are Mailchimp, Getresponse and AWeber.
- Collate your Email List – Either through opt-ins or purchase (bad practice). Get an email list relating to your product/service to which you will be marketing to.
- Clean your Email List – Ensure that the email list is clean. If you are unsure how clean the email list is, clean and verify it before sending out the emails to avoid sorry stories. You can get an Email Cleaning Service to clean the emails for you, of course, I would recommend this fiverr gig for email cleaning service.
Keep Your Contacts Organized – List segmentation is one of the most underrated elements of Email Marketing. Little did we know that failure to properly segment your list might lead to lower click-through rates and response rates when you send your messages. You can always segment your list by:
- Lead Source
Design your Email Template – Doing this, don’t overdo the design, the simpler the better. Keep the following tips in mind:
- Use fewer images and more texts (20% images, 80% text recommended)
- Include one primary call to action, but smartly include it as both text links and a simple call to action button
- Use design strategies to get recipients’ attention on the most important parts of the message
- Ensue that your template is responsive and mobile friendly
Below is a good template sample:
- Write A Killer Email Content – Content is king, no hype. If you’re not a great writer, then I would advise you leave that for the professionals to craft you an effective email copy. If you’d rather do it yourself, then do loads of research to learn before you jump in. Meanwhile, pay good attention to the subject line, it is the most important element of your email marketing campaign.
Setup Progress Tracking – It is important to ensure proper tracking before starting your email campaign. If you are able to evaluate the effectiveness of your email marketing then you will be able to do better in subsequent ones, thereby improving your ROI. Some of the metrics you should take note of in your tracking are:
- Deliverability (Do they receive your emails? If not, check your Email list)
- Open rate (Do they open your emails? If not, check your subject line)
- Click through rate (Do they follow calls to action? If not, check your email content)
- Conversion rate (Do they do what you expect? If not, check your landing page)
- Test and Reshoot – Based on analytics, know what you are doing right or wrong, correct this and re-strategize. Move on with other campaigns.
WHY EMAIL MARKETING IS IMPORTANT FOR YOUR BUSINESS
You might be thinking if really Email Marketing is worth is efforts. Here are some reasons why yu should consider it:
- Email is an easy way to reach mobile customers
- Email is an effective way to keep customers informed
- Email coupons have been known to drive massive online sales
- Email is flexible and easier to customize
- Email is easier to integrate into other marketing tactics
- Email marketing is cheap
BEST EMAIL MARKETING TIPS
- Introduce your customers to email early, don’t wait till they get too comfortable
- Build an Email Cadence
- Make Your Email Template Mobile-Ready and Responsive
- Personalize and Contextualize Email Contents
- Remove the Email Marketing Friction to maximize your ROI
- Leverage Predictive Analytics
- Don’t dull your movement to Real-Time Marketing
- Use Video Within Email Contents
- Automate and Integrate
- Build and Cleanse Your Email Lists
I believe this article is of great importance in terms email marketing enlightening.
That’s that on A Beginner’s Guide To Email Marketing. Don’t forget to share.