Marketing Education:

What is email marketing?*

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Sammie McPhail

4 minutes


In a world full of DMs, who still uses emails anyway? Uh… we do - and you should too.

In a digital world, businesses have various tools at their disposal to connect with customers and drive engagement. One such tool that has stood the test of time, and continues to deliver excellent results, is email marketing.
In this blog post, we will explore the importance of email marketing in driving customer engagement and conversions, while providing practical tips and best practices for creating compelling email campaigns.

Ok, well what is it?

Email marketing serves as a powerful channel for businesses to communicate directly with their target audience. It involves sending targeted, personalised messages to individuals who have willingly shared their email addresses, expressing interest in a particular product, service, or brand. With an estimated *4.3 billion email users worldwide, email marketing offers an extensive reach and the potential to engage customers on a personal level. Plus, by nurturing those relationships, it gives businesses the chance to build a community from their audience.

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Image Credit: Oberlo

So, why is email marketing so important? Let's delve into some key reasons:

👉 Building customer relationships:
Email allows businesses to nurture and strengthen relationships with their audience. By delivering relevant and valuable content directly to subscribers' inboxes, companies can establish trust, loyalty, and brand credibility over time.

👉 Driving customer engagement:
Email campaigns provide an interactive platform where businesses can engage customers through various formats such as newsletters, promotional offers, event invitations, and personalised recommendations. Encouraging recipients to take action and interact with your brand ultimately leads to increased customer engagement.

👉 Boosting conversions and sales:
Effective email marketing strategies can lead to higher conversion rates and increased sales. By crafting compelling email content, including persuasive calls-to-action, businesses can drive customers to make purchases, sign up for services, or take desired actions, resulting in a measurable return on investment (ROI).

Now that we understand the significance of email marketing, let's explore some practical tips and best practices for creating successful email campaigns:

👉 Define your campaign goals:
Start by establishing clear objectives for your email marketing efforts. Whether it's generating leads, promoting a new product, or nurturing existing customers, having specific goals in mind will guide your strategy and help you measure success.

👉 Build a targeted and segmented subscriber list:
Focus on quality rather than quantity when it comes to your subscriber list. Segment your audience based on demographics, interests, and behaviours to send more relevant and personalised content. This targeted approach increases the chances of engagement and conversions. An example of this could be creating an ‘existing buyer’ segment to target with future deals, with the aim of encouraging repeat purchases.

👉 Craft compelling subject lines:
The subject line is your first impression and plays a crucial role in determining whether your email gets opened or ignored. Create concise, attention-grabbing subject lines that clearly convey the value or benefit of opening the email.

👉 Create engaging and valuable content:
Tailor your email content to resonate with your audience. Provide useful information, share industry insights, offer exclusive promotions, or deliver entertaining content that keeps subscribers eagerly anticipating your emails. Be concise, visually appealing, and use clear calls-to-action to guide recipients to take the desired next steps.

👉 Optimise for mobile devices:
With the increasing use of smartphones and tablets, it's essential to ensure your email campaigns are mobile-friendly. Optimise your designs and layouts to display properly on various screen sizes, ensuring a seamless and enjoyable experience for mobile users.

👉 Test and analyse your campaigns:
Continuously monitor and analyse the performance of your email campaigns. A/B testing subject lines, content, layouts, and calls-to-action can provide valuable insights to refine and improve your future campaigns.

By following these tips and incorporating best practices, you can unlock the true potential of email marketing and harness its ability to engage customers and drive conversions.

In a world full of DMs, who still uses emails anyway? Uh… we do - and you should too.

What do we think?

Email marketing remains an indispensable tool for businesses to connect with their audience, foster relationships, and drive conversions. By understanding its importance, implementing best practices, and continuously refining your strategies, you can harness the power of email marketing to achieve remarkable results for your business.

Remember, success in email marketing lies in delivering value, personalisation, and relevant content that resonates with your subscribers. So, embrace this powerful marketing tool and unlock its potential to take your business to new heights.

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Group meeting

Image Credit: Oberlo

Looking to delve into the world of email marketing? Or want to know if it’s the right business move for you? Shoot us an email or give us a bell for a chat.

* Statistic sited from,half%20of%20the%20global%20population.

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