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13 million in net profit from just one letter. That's how much the American computer company Digital Equipment earned when created the first mass email campaign in 1978.
Want to replicate the success? Let's master the basics of communicating with customers. Subscribe to the news from The Brand-Aid team to learn how to use this tool effectively.
WHAT IS EMAIL MARKETING IN SIMPLE TERMS
Email marketing is a powerful tool in the digital marketing arsenal. It's about reaching out to your audience directly through their inboxes to promote products, services, or share valuable content. When done right, it can foster strong customer relationships, boost brand awareness, and drive sales. Even with the rise of new digital channels, it boasts the best return on investment (ROI). According to research by Litmus, for every dollar spent, you can expect a return of 36 times that amount.
Beyond just selling products, email campaigns serve several key roles:
Guiding customers through their buying journey.
Updating customers with essential order details.
Educating on product usage.
Re-engaging users who've lost touch.
Sharing content from blogs and other platforms.
MAIN GOALS AND ADVANTAGES OF EMAIL PROMOTION
Why do brands love email campaigns? Because they understand the advantages of this communication channel:
Cost-Effective: Using email campaign services is often cheaper than other advertising methods like media ads or printed materials. So, a small investment can lead to big returns.
Easy to Start: Just set up an email account, pick a service, and send out your first email. The key is to provide valuable content. For inspiration and best practices, consider following industry leaders or subscribing to email marketing newsletters.
Personal Touch: Tailored email settings mean you can address each customer individually. For instance, if they've bought a phone, you can suggest matching accessories.
Feedback Opportunities: Emails can include survey links, feedback requests, or prompts to engage with the brand on social media.
Golden Rule: Always remember, emails should focus on the customer, not just your product. Write with this in mind, and your emails will resonate more effectively, achieving goals like:
Building trust.
Boosting brand awareness.
Increasing sales.
Attracting potential followers.
Promoting content.
Speeding up the purchase process.
A Tip: To fully engage your audience, complement emails with other communication platforms. Mention in your emails that you're active on platforms like Facebook, Instagram, and Tik Tok. Stay updated with marketing trends and be ready for an influx of interested customers.
MAIN TYPES OF NEWSLETTERS: A GUIDE FROM BRAND-AID
Trigger letters automatically reach users after they perform a certain action: register on the site, place an order, add a product to the cart but don't buy it, etc. An interesting study by Campaign Monitor showed that recipients are more receptive to mailings on Tuesdays and Wednesdays: open rates and clicks can exceed expectations. But avoid bothering people on weekends: they won't appreciate the mail and might mark you as spam.
The Brand-Aid team shares five effective mailing cases.
Welcome series. These are letters that reach users for the first time - after a purchase or registration. They must be catchy, especially the headlines. Don’t forget about personalisation.
Transaction series. After customers place an order, they receive a letter informing them that their order is being processed, delivered, and sent. In the last paragraph, suggest subscribing to your newsletter or following your brand on popular social media platforms like Facebook, Instagram, or Twitter for updates and exclusive offers.
Abandoned cart series. A reminder about the product that a site visitor chose but didn't purchase. Warn that the product quantity is limited, so it's wise to hurry with the order.
Reactivation series. Wake up customers who often bought from your site and then suddenly disappeared. Offer a promo code for a discount or any other perk.
Holidays series. Birthdays and holidays are a good reason to go shopping. Congratulate the birthday person with a pleasant bonus or inform customers about a big New Year's sale.
Be sure to use text services to create a literate, SEO-optimised, and interesting letter. Quality content significantly increases conversion.
BRANDS THAT KNOW HOW TO PROFIT FROM EMAIL MARKETING
Both established companies that have made a name for themselves in the market and newbie entrepreneurs who have just opened an online store use email marketing. It's cost-effective and efficient.
BEZAR
Email type: Welcome email
This email marketing campaign example from Bezar grabs attention with a vibrant template.
It also introduces subscribers to the brand’s personality.
FUSSY
Email type: Regular email
Fussy uses their weekly newsletter to share new blog posts and drive website traffic.
KAMPGROUNGS OF AMERICA
Email type: Holiday email
This National S’mores Day campaign from Kampgrounds of America is a good example of holiday email.
MARGIN
Email type: Product Launch email
Margin uses email marketing campaign to launch a new product. This campaign also offers complimentary shipping to promote their new essential cleanser.
CLASSPASS
Email type: Trial Offer email
Nothing encourages customers to convert like a freebie. In this email from ClassPass, subscribers can claim their one-month free offer easily.
Email marketing remains a vital tool for businesses, offering personalised and cost-effective communication. Its success hinges on understanding your audience and delivering genuine value. Keep testing, learning, and evolving your approach to stay connected with your audience. Here's to the power of a well-crafted email!
Ready to elevate your email marketing game? Dive deeper into our resources, sign up for our newsletter, or reach out to our team for expert guidance. Let's achieve email marketing excellence together!
BRAND-AID Team