The basic concepts of email marketing

Email marketing It’s the use of emails to promote products, services, and brands, and it’s a channel of communication that transcends alternatives like instant messengers, social media, online chat rooms, and more.

Email marketing objectives:

1. Popularizing the brand The constant presence of the brand in the field of view contributes to its memorization.
2. Informing clients — notifications of discounts, promotions, receipts of a new product.
3. Increased loyalty Building a friendly dialogue with the client to increase trust and long-term relationships.
4. Attracting traffic — placement of links to the main site, announcements of new revenues.
5. Return of clients Sending promotional codes to encourage repeated purchases.
6. Reduction of the decision period Tactics are effective in selling expensive goods and services.
7. Increased sales — sending minicatalogues with accessories for purchased goods.
8. Automation of routine work — sending notifications about orders, changes in their status, confirmations of registration.

Advantages of email marketing:

• An effective tool for attracting customers
• Availability Minimum costs with high profitability
• Segmentation Dividing the target audience into categories to send personalized offers
• Audience loyalty Emails are only received by subscribers.
• Call to action Possibility of impulse sales through links in letters
• Fast start. — does not require special knowledge
• Ease of tracking — statistics of read letters and links
• Instant alert Notifications on mobile devices
• Express result High efficiency at a limited time
• Universality Applicable to all areas
• Convenient feedback format
• Heating clients Demonstration of advantages and benefits of goods and services

Types of letters:

1. Transactional — service letters, for example, confirmation of orders.
2. Relational — informing about events in the company.
3. Promotional Offers to purchase goods on favorable terms.
4. Triggered Sending automatically in response to user actions, such as reminders of pending requests.

Communication via email:

• Automatic mailing — letters are generated in accordance with the specified parameters.
• Mandatory elements: unsubscribe link, name and address of the company, links to the brand pages in social networks, logo.
• Personalization Use the name of the subscriber to improve efficiency.
• Content adaptability Ensuring good display on various devices.

Mailing tools:

• SendPulse An unlimited number of letters with a paid subscription, integration with other services.
• MailChimp — convenient correspondence editor, A/B testing, integration with CMS and CRM.
• Unisender Training platform for beginners and advanced users.
• GetResponse Automation, templates, split testing, webinars tools and landing page builder.

Evaluation of the effectiveness of email marketing:

• Delivery rate Percentage of letters delivered to mailboxes.
• Open rate Percentage of open emails.
• Click rate Percentage of clicks on links in emails.
• Unsubscribe rate — unsubscribe percentage.

Thus, email marketing is a powerful tool for promoting goods and services, which, when used correctly, can significantly improve business efficiency.