What is email marketing


Email marketing has always been considered an underrated tool. Because small and medium businesses rarely use this channel to attract an audience and maintain contact with their customers. As a result, they lose a lot because this tool is quite efficient.

In this article, we will analyze what email marketing is, its advantages, capabilities, and implementation steps, and tell you how to develop email marketing correctly and efficiently.

Email marketing is one of the cheapest and quickly repaying tools for business.

Email Marketing: What is it?

Email marketing is the promotion of company services or products with the help of emails, which sent through special services for email newsletters. To implement this tool, you must:

  • collect a database of email addresses to which you will send letters;
  • choose a service for mailing according to the collected user base;
  • prepare several versions of letters (these can be welcome letters when you sign up for a newsletter, newsletters with company news, automatic conversations that can appear depending on the user’s actions);
  • decide on the schedule for sending emails and agree on the topics that you will cover in them.

Email newsletters provide repeat sales and increase customer loyalty.

Email marketing is able to bring repeat sales to the business at the lowest cost because email newsletters are considered one of the cheapest methods of communication with the audience.

So what is email marketing all about? Using email newsletters, a business can inform its audience about:

  • upcoming discounts, promotions, company news;
  • interesting materials that appeared in other advertising channels (new articles in a blog or media, videos on YouTube or cool posts on social networks);
  • how to use the product (this can be newsletters in the format of answers to frequently asked questions or training in how to interact with the product).

Email newsletters can accompany the customer on the sales funnel at each stage of his contact with the brand or be a catalyst on the way to purchase at the phase of initial acquaintance with the company. 

For example, a person came to the company’s website thanks to one of the newsletters (right in the letter, clicked on the link with interesting material or an overview of the product) and became interested in a certain position but did not buy it.  Then, such a user can be “caught up” with PPC. Show them ads with products that interested them, so that they will make the purchase as a result.

Or another example, when in the offline store the clients filled out a small questionnaire in which they left their data: phone number and email

In the future, you can regularly send SMS messages, pushes, and email newsletters with company news (for example, about new arrivals of goods) to these contacts. Thus, the brand can maintain relationships with each of its customers, make it more loyal and involved in the life of the company.

In order to effectively influence the user through email marketing in conjunction with other tools, all of them must be synchronized with each other in omnichannel mode.

Why is email marketing needed for business?

1.Cheapness and quick repayment of the tool

The tool is available to everyone due to its low cost and high repayment. Usually, the monthly subscription price for using the email newsletter service depends on the size of the database. The larger the subscriber base, the more expensive the package will be. 

However, even in the case of using the most expensive package, the benefit that the company receives from email newsletters significantly exceeds the cost of them. Of course, when calculating the payback, the price of the product should also be taken into account. If the average check per customer is approximately $50, the mailing list definitely makes sense.

For example, the company’s subscriber base is 15,000 users, and for them, it pays $150 monthly for email newsletters. At the same time, it sends regular mailings with company news, offers about promotions and sales, invitations to events. You can also add here automatic trigger letters that appear to the user depending on his actions (or inaction). Thus, it turns out that all subscribers are involved in a “discussion” with the brand and are regularly in touch with it. Consequently, the chances of making a purchase from such contact with the brand increase significantly

2.The availability of potential customers.

Almost every Internet user has e-mail today. That is why email marketing considered one of the most efficient promotion tools because all potential customers are ready to buy a product. 

3.The increase in repeat deals

Regular email newsletters allow you to regularly be in touch with the audience, increasing loyalty to the brand, and preventing the user from forgetting about the product. Besides, attracting a new user is much more expensive than supporting those who buy again. Therefore, regularly fueling the interest of the existing user base with useful mailings, the company gets more chances for repeated sales.

4.The ability to connect additional marketing tools to influence the user

Here we will talk about omnichannelness when several advertising channels (for example, email, PPC, and targeted advertising in social networks) are synchronized with each other and work to attract potential customers and repeat sales to existing ones. 

Because with knowing the users’ email address, it is quite easy to find them in social networks and on the Google Display Network and Yandex. Therefore, launching advertising campaigns on such a base will not be difficult.

5.Maintaining the company’s image.

This paragraph is no less significant. When a brand has active newsletters, social networks, the internal blog is regularly updated, and it constantly “flashes” in the external environment (is published in the media or participates in events), this automatically creates a sense of “liveness” of the company, its success, and demand for the existing and potential client the market. 

At the end of the letter, do not forget to add a link to the unsubscribe from the newsletter.

What are the benefits of email marketing?

Now we’ll discuss the benefits of email marketing over other advertising marketing channels. 

  • Saving on specialists

Many email newsletter services provide their users with ready-made templates for generating emails. Therefore, if you are not yet ready to spend money on a designer and layout creator, better process mailings using the tool

  • Quick repay

Cheap tariffs allow you to receive sales from the moment you send the first newsletter, and they pay off pretty quickly.

  • Process automation

It is enough to configure trigger letters once (in the future, just make changes as necessary) so that subsequently, such email newsletters will be profitable without the intervention of a marketeer.

  • The recipient voluntarily agrees to the newsletter

PPC and targeted ads “don’t ask permission” for impressions. What often annoy users. In the newsletters, everything is different: before entering the company’s database, the users leave their email address on the site (or in some other way, for example, after registering for an event or downloading certain documents).

  • The recipient independently manages the newsletter

At any time, they can unsubscribe from it, saving the company from unnecessary costs for sending letters that are not interesting to a certain audience. 

  • Fast communication with the user

Using the newsletter, you can quickly inform your customers about urgent news: about changes in tariff plans (if you are an Internet provider), or about new arrivals of goods (if you are an online store), or about reschedule the event (online or offline). Sending a notification email massively is much more convenient than the mailing format for each separately.

How email marketing works

In this paragraph, we will analyze the main points that confirm the effectiveness of email marketing for a business. Why is this tool so useful and what features make it possible to increase sales.

✓ The return of customers

Do you know the “abandoned cart” situation? When a potential customer visited the site, add the goods to the cart, and did not buy it. There may be several reasons: a person simply changed their mind, they decided to postpone the purchase, someone distracted them, or something happened on the site.

Synchronize the email newsletters system with the CRM system and set up automatic sending of reminders about the abandoned goods to those users who have stopped halfway to the purchase. This encourages them to complete what they have begun.

✓ Long-term customer contact support.

A customer who has made a purchase once cannot be “let go” just like that. It is necessary to continue to maintain contact with them and periodically remind them about the existence of the brand. Email marketing does a great job of this.

There are many options for reminders: you can send to the specified mail suggestions about related products that may interest your buyer or send newsletters with new items added to the site. You can also calculate the approximate lifespan of the product that was purchased, and remind them to buy a new one after this period. 

Remember: the goal of email marketing is to create a permanent need for a product.

Remember: the base should consist exclusively of those recipients who have given their preliminary consent to receive the newsletter.

✓Formation of customer loyalty to the brand

Engage potential and existing customers in a dialogue with the brand via email newsletters. Information about new arrivals of goods or discounts is no less important, but do not forget about what the buyer is interested in and what can benefit him.

Tips, recommendations on related topics, exciting researches, or collections – all this will help to build a trusted relationship with the client.

How to start email marketing

The first mailing is a responsible process and requires maximum preparation and attentiveness. To make it easier to understand the basics, we divided it into several stages. So, let’s figure out what an email marketing specialist should do.

Stage 1. Acquaintance with the basic rules of email marketing and email service in particular

At the initial stage of working with the newsletter service, carefully study its internal rules, as well as the general rules for the implementation of email marketing. After all, even seemingly insignificant details can lead to not very pleasant consequences in the future.

For example, did you know that at the end of each letter you must add a link with the ability to unsubscribe from notifications

Or that users who did not agree to receive emails can send you to spam, which is why the service has the right to block your account for a certain time. That is why it is necessary at the end of the letter to add the reason why the user received the newsletter. For example, because they signed up for it by themselves. Do not ignore these rules!

Stage 2. Creation of corporate mail

Chances are you already have one, but if not, be sure to create it.  For example, a corporate ADINDEX mail looks like this: 4partners@adindex.ua. We receive letters from potential customers, as well as answers to the newsletter that we send on the database.

Stage 3. Registration on the newsletter service

This stage usually does not take long. The standard registration window looks like this and contains several fields for filling:

After registering, select a tariff. You can start with the free one (if you still have a small base, and you just want to try). Often, services provide such limited tariffs for free to familiarize customers with their functionality.

The limitations can be a certain size of the database (for example, no more than a thousand people), or a specific period for testing (for example, within one month). It can also be a reduced list of features (for example, the lack of the ability to create automatic newsletters in the free plan).

Stage 4. Collecting the base

If you do not have a database of email addresses, you will need to start from this stage. Announce the launch of the newsletter on social networks or collect email addresses at events. You should also add a subscription form on the company’s website. Remember: the base should consist exclusively of those recipients who have given their preliminary consent to receive the newsletter. Otherwise, an unprepared audience will send letters to spam, which can lead to problems in further cooperation with the email newsletter service, and also badly affect the company’s reputation.

Stage 5. Preparation of the first letter

Thanks to built-in templates (newsletter services provide users with ready-made visual blocks that are easy to work with), it is not at all necessary to hire a layout designer. You just need to pick up the images and write the text for the first newsletter. This will most likely be a welcome email. In it, you can get acquainted with subscribers and give an announcement of upcoming newsletters. Or conduct a survey on what information they want to receive in the future: company news, information about promotions/discounts, events, or educational content. 

The most effective days for newsletters are Tuesday, Wednesday, and Thursday.

Stage 6. Checking the finished mailing

This is your first letter, so try to make it as literate and useful as possible. Take the time to proofread the text for errors and typos before sending it.

Stage 7. Sending a letter to the database

It’s time to send the newsletter to the collected subscriber base. The letter can be sent immediately or scheduled for a specific day and time. The most effective days for newsletters are Tuesday, Wednesday, and Thursday. Monday (the beginning of the week) and Friday (the end of the week) are not the most convenient times to send to the database.

Stage 8. Analysis of the letter statistics

The number of openings, clicks, transfers by links to the site, and, most importantly, the number of targeted actions made by readers of the letter: all this must be analyzed a few days after sending it. The target action can be filling out a form on the website, ordering a callback, goods in the cart, or placing an application for using the company’s services.

Cases about email marketing

How We Grow Promo Campaigns Income by 44% in Five Months

Aromateque’s case v.2