This is an update of my first article on how to create an email marketing campaign that I wrote a few weeks ago. ( see the article here ) There are several components that made up a complete email marketing package and it behooves upon online marketers to understand and grasp each component’s elements as they enjoined this amazing marketing technique in their overall marketing plan. And in this second edition of the many more that’s in the pipeline, I’ll be dissecting the first 2 components of an email marketing campaign. I hope you’ll find this article useful and enjoyable as much as I do.
What Is Email Marketing?
The best definition of email marketing that I came across is the use of email to develop relationships with your audience which will turn into customers later on. Email marketing modus operandi is essentially similar to snail mail, instead of sending mail through the postal service, messages are sent electronically via email.
1. Email marketing objectives
2. Emails statistics
3. Email marketing vis-a-vis other forms of marketing
4. How to write captivating & motivating emails.
5. Tips on writing email contents
Email Marketing Objectives.
1. Businesses use emails to promote their products or services to existing and potential customers.
2. Email marketing is designed to create a relationship and build trust with their audience by providing valuable information.
3. Email marketing is used to cement the relationship businesses have with their existing customers and build brand loyalty.
4. Email marketing allows businesses to keep their customers informed, and to customize their marketing messages accordingly.
Email marketing is a cost-effective, easy to implement, and versatile tool that makes most other marketing tools look one-dimensional.
Here’s a list of interesting email marketing statistics that go to show just how valuable email marketing is.
1. In 2018, the number of global email-mail users amounted to 3.8 billion users. This figure is set to grow to 4.4 billion users in 2023, according to statista.
2. Billions of emails are sent daily. In 2017 alone, 269 billion emails were sent and received each day (Statista, 2019). That’s a staggering amount of daily emails. Not just that, but this figure is expected to increase to over 333 billion daily emails in 2022 (Statista, 2019). This email marketing statistic of 2019 will likely prove to you, that email marketing isn’t going anywhere soon. In fact, it’s growing.
3. Email marketing has an ROI of 4400%. – DMA.
4. Transactional emails have 8x more opens and clicks than any other type of email and can generate 6x more revenue. Experian
5. Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. – Epsilon Email Institute
6. 89 percent of marketers say that email serves as their primary channel of lead generation. MAILIGEN.
7. For every $1 spent, email marketing generates $44 in ROI. – Campaign Monitor
8. 77% of ROI comes from segmented, targeted, and triggered campaigns. – DMA
9. 89 percent of marketers say that email serves as their primary channel of lead generation.– MAILIGEN
10. Email is the preferred source of communication for 74 percent of consumers.– SENDGRID
11. On average, companies attribute 22 percent of their total sales to email marketing. – ECONSULTANCY
12. Globally, 30% of marketers cite email marketing as having the highest ROI. – Smart Insights
If these statistics didn’t convince you that email marketing is the most powerful promotional technique in your marketing arsenals then I don’t know what will.
Email Marketing Vis-A-Vis Other Forms Of Marketing?
1. Reach targeted audience
Through email, marketing businesses are able to focus on their target audience, build new customers base and retain existing customers.
Businesses are able to test messaging, calibrate the results, and amend as necessary — work that is more challenging to do with other forms of marketing.
Email marketing allows you to communicate with your target audience right where they are. All these can be achieved with a relatively small budget.
People seldom read newspaper ads, ignore billboards, and throw away direct mail fliers without even glancing at them. These same people are more likely to pay attention to a creative and effective email and eventually to end up becoming a customer.
2. Tracking success metrics.
Email marketing campaign provides tracking metrics to a business owner that inform him what he is doing is right and what improvements he needs to take. By tracking metrics like email ‘opens and clicks’, market segmentation, time & day emails are open, they can make the necessary adjustments to improve their products and services.
The use of email marketing software ( autoresponder), gathering open and click-through rates leading to conversions is so much easier.
It’s much harder, and often impossible, to track results from a direct mail piece campaign, TV advertising, magazine ads or radio ads campaign.
3. Personal referral.
Ever been to a movie and immediately text your friends on how much you love the movie? Yup, I sure have. This personal referral or word of mouth is a very powerful marketing tool.
Email recipients can forward emails to friends and families especially if they find the email contents interesting, useful and relevant. A personal recommendation from someone you know and trust is a strong call to action.
This form of personal recommendation is not easily available to other forms of marketing campaigns.
4. Inexpensive & time-saving.
An email marketing campaign is one of the least expensive to implement. Almost all email marketing software come with a sequence of email templates that are customizable and it takes a fraction of time to create email contents than to create TV ads or magazines ads. You can write, test, and email in less time than it takes to have a proof reviewed for a flier.
TV advertising campaign requires copywriters to write TV advertising copy, hiring TV crews to create a 30/60 seconds TV ads, booking of air time with TV stations and so on. Print advertising like fliers requires printing, mailing time and postage costs. All these are time-consuming and cannot be operated on a shoe-string budget.
Business owners are able to personalize communications with their audience by addressing their audience with personal names and in many cases including their purchasing or behavior history as well.
As an example, if their customers have made a purchase during the last three months, emails can be personalized like ” Mrs. Jones, since your last purchase on January 2nd, 2019, we now have a special discount of 35% to our valued customers for the second bottle of facial cream,“ or whatever products they are selling. How cool is that! Your customer feels special.
This form of personalization is hard and even impossible to do with other forms of a marketing campaign.
6. Impulse buying.
How often have you walked into a good layout store that encourages you to browse from one aisle to another and you end up buying items that you didn’t intend to buy in the first place? Most of us have experienced that. This is called impulse buying.
Emails encourage impulse shopping. With a well written compelling call to action content emails, you can encourage impulse purchases and boost contact. Your audiences find it easy to respond to your call for action without requiring them to leave their couch.
Other forms of a marketing campaign, though the content may be compelling, there’s a delayed purchasing action between the time your audience receive the calls for action and the actual time the purchase actually takes place (if ever).
Due to the delayed action, a high percentage of impulse buying is lost. The time decay will result in a very low impulse purchase. Imagine the hot pot ( desire to purchase) on the stove, the longer the pot is off the stove ( delayed purchase) the cooler the pot gets and it will take a lot of energy to heat the pot again. People are busy and if action is postponed it is unlikely that they will make an impulse purchase.
7. Viral traffic
When you send emails, you remind your readers to go to your site and read more. People who opted in by giving their names and emails are more inclined to read your emails and any other materials, or newsletters you emailed them. Your readers may forward the emails to their friends and families especially if your contents are useful to them.
They may join your social media posts, “ like “ your posts, engage in the discussions and even share your posts. The more shares your content have, the more viral the traffic will come your way.
This kind of organic traffic is not available to other forms of a marketing campaign.
How to write captivating & motivating emails.
Did you know that the human attention span is shorter than a goldfish?
Goldfish = 9 seconds. Humans = 6-7 seconds.
Writing emails is not an exact science. It would be so easy if it is. Emails that grabs an audience’s attention and motivates him to click open is a mixture of science and art that need to be mastered. Fortunately, there are certain elements we could incorporate in email contents that produce the desired calls to action ( CTA ) result.
To be “captivating” you should write as though you are writing to a friend, explaining a product or service to them. Explaining the benefits of it, how their life will be better having it, than not having it.
This captivation also starts with a STRONG subject line to keep the reader engaged. Tell your reader what you are going to talk about before you talk about it!
3-4- seconds length. That is how much time you have to grab the attention of your audience with your email subject lines. That’s how long it takes for someone to decide whether they’ll open your email and to prove what you are about to say is important to them! Failure to grasp this fact would result in your audience leaving you.
Here are a few guidelines to assist you to write an attention-grabbing headline.
1. Write a brief, provocative but informative subject line that your audience can easily scan their mailbox. Make sure the subject line communicates something important, valuable information that supports the email content. Your email subject line should preferably be less than 50 words.
Think of a rhetorical question, a joke, a story, a statistic or a dramatic statement that will pique interest and make them want to read the rest of your email. Find something that demonstrates why what you want to communicate is of value to them.
Avoid using hyperbole, cheesy words or phrases. Refrain using words or phrases like.
DEALS OF THE CENTURY!, Don’t miss out on this once-in-a-lifetime sale. Buy Now, Sales ends in 24 hours. AMAZING DEALS! Don’t Miss Out On This CRAZY Sale, etc
Keep experimenting on new subject lines, since what works last month may not work well next month or next year.
2. What is this email about?
The reader should be able to figure out what the email is about within the first few seconds before clicking it open.
The good email content is customer focus. Your content attempts to discover what problems your customers have, write about them and offer solutions to their problems.
Discover their habits, behavior and offer your expertise with content that will strike a chord with them. Their interests should be served, not your own agenda.
Tips on writing email contents:
Avoid directly promoting your products/services. Instead, offer subtle or indirect information that is related to your business. For example, an insurance agent could write email contents on the importance of asset protection to save a family from financial disaster in the event of the untimely death of a household breadwinner. A roofer could send emails on different styles of roofing, like shingles, metal tile, solar tile, rubber slate, etc and educate homeowners on the advantages/disadvantages of each roofing structure.
Schedule your emails to fit the needs. Overwhelming your customers with 5-6 emails a week should be avoided. It will also burn you out. On the other hand, sending an email twice a year is not sufficient to keep your business stay on top of their mind either. Find a balance.
There’s no ideal number on how many times you should email your customers. It depends largely on the products/services you sell. Products that last for a couple of years like cars don’t require once a month email. Maybe twice a year is all you need. The email contents should relate to car regular maintenance, updates on new technology and so on.
On the other hand, products that are consumed regularly within a month requires maybe 2 emails a month for best results. Showcase your expertise on interesting topics and brand yourself professionally, no need to constantly remind them to buy. They’ll buy when they are ready.
Your emails should have two primary goals.
The #1 goal is to keep your business relevant by engaging your customers with relevant contents and #2 goal is to call for action(sales).
The calls for action could be “Get a free sample ”, “Sign Up”, “ Visit the stores”, “ Refer a friend”. “ Join our social media” or “Schedule a Call.” and so on. Any of these calls for action will lead your readers to become customers.
Whatever goal you choose, make sure your readers can take action to help you achieve it. Your objective here is to keep an open dialogue with your readers and not to make an immediate sale. Sales will come later as you develop trust with your readers. According to studies, it takes an average of 7 contacts before a prospect turns into a customer. Therefore, keep them engaging.
“The Marketing Rule of 7 states that a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy that product or service. It’s a marketing maxim developed by the movie industry in the 1930s. Studio bosses discovered that a certain amount of advertising and promotion was required to compel someone to see one of their movies.”
When creating an email CTA, place yourself in a reader’s position. Ask yourself, is the email content clear enough for me to take action and what’s in it for me if I take the action? Always remember the WIIFM formula, What’s In It For Me. (There ought to be a radio station for that lol)
A quick recap on writing a good email content.
1. A clear cut strategy. Identify your business strengths, expertise, and advantages over the competition. Includes these features in your emails or newsletters, without appearing braggadocios, giving them a purpose to read your emails. Portray your persona as a professional with authority in your field.
2. Your emails should give them a reason to get in touch with you. Create a list of questions that relate to their problems and make a list of answers. Then segment the answers into several newsletters, organize these newsletters in a calendar to be emailed in batches throughout the year as a way of keeping in touch with your readers. This is called email sequence schedule.
3. As mentioned above, readers are looking for solutions to their problems. Offer your expertise in the newsletters that hit their sweet spot by answering those questions. Your emails should be their go-to resource for their problems. Make your emails readable, understandable, actionable and shareable.
4. Proofread your content before sending your newsletters. Is it engaging, is it entertaining? Does it offer solutions to their problems?. How do you want your business to be known? Is it about you only or your business? ( tips, it should never be about you or your business)
5. Mobile friendly. Though the numbers vary, most stats show that more than half of all emails are opened on a mobile device. Up to 70% of web traffic happens on a mobile device (CIODive, 2018). 57% of all U.S. online traffic now comes from smartphones and tablets (BrightEdge, 2017). And this percentage is only expected to grow. Make sure you’re ready for a mobile world since most people will read your messages on their phone.
6. Consistent email schedule. Don’t overwhelm with too frequent emails. Generally considered more than 4 emails a month is too many. Twice a month is ideal. Whatever frequency you decide, be consistent so your customers know what to expect.
7. The best time to send an email? Opinions vary greatly. Some say early mornings before 7 a.m. or evenings after 8 p.m. is best, no matter the day of the week. Experian’s benchmark study says that between 4 pm and 8 pm. is optimal. Wordstream thinks that Thursday from 8 to 9 am is best. HubSpot says that Tuesdays at 11 am will get the highest response.
You need to test various days and times to find out what works best for your readers keep in mind that every reader in your email list is unique depending on their personal and professional schedules.
The relevancy of email marketing is as effervescent today as ever, especially when marketers tap into the best practices proven to drive conversions, encourage customer loyalty, and increase brand awareness. Though it seems like every year sees the advent of some new technology heralding the end of email marketing, it’s still one of the highest & least performing marketing channels available to marketers.
My next article on email marketing will deal on mobile-friendly emails, how to build an email list,( it’s easier than you think) maximizing your social media with emails, and why you should take advantage of email automation.
It took me quite some time and a lot of research to write this article. If you can share this article on social media or tag to your website, I really appreciate that. I am an affiliate marketer and I make my living from a referral, namely people joining WA through my referral link I get a commission. So please take a look at the WA starter program and make your decision after you have all the facts.
Thank you for reading and if you have business ideas to share, questions and critiques, feel free to leave them below. I’ll get back ASAP.
Ahearst is an author & creator of Affiliate Wizard, a website design to help online entrepreneurs & affiliate marketers to create a successful affiliate marketing business. Ahearst is currently in college majoring in business administration.