Email marketing is sending commercial emails to a list of contacts who have given their express permission to receive email communications from you.
You can use email marketing to inform your contacts, drive sales, and build a community around your brand, like with a newsletter.
Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalization. 🆕 This may sound time-consuming, but marketing automation does the heavy lifting for you.
Examples of different types of marketing emails
Emails can be promotional, informational, or serve a specific purpose in the buyer’s journey.
Promotional emails
Promotional emails have a clear call-to-action — or CTA, for short. The CTA represents the specific action you want the reader to take, whether it’s visiting your website or making a purchase.
Your business’s sales and marketing rhythm should determine the frequency of this type of marketing email. ⏱️ During crucial periods like Black Friday, you may be sending multiple promotional emails in the same 24-hour period. During slower periods in the marketing calendar, there may be a few weeks between your promotional campaigns.
Informational emails
Newsletters: A newsletter, as the name suggests, shares news related to your business. 📰 Think: new milestones reached, new product capabilities, or to feature valuable content like case studies about your product. Sent at regular intervals — weekly, bi-weekly, monthly — newsletters help maintain consistent touchpoints with your email subscribers.
Announcements: Email is the perfect way to inform customers of company announcements, new releases, changes to the service, etc. 📢
More often than not, email is the go-to channel for important messages. If there’s a glitch on your website, shipping delays, or an outage in your system/software, updating your contacts via email is the best way to maintain communication. It’s secure, instant, and can match the formal tone of even the most important announcements.
Is email marketing still important in 2022?
Email isn’t a new technology. In fact, it was one of the very first means of digital communication to arrive back in 1971. But get this: Email marketing — at 50 years old — is used today more than ever before. 🤩
You may be thinking, “Do people really still use email? Isn’t social media where it’s at for marketing today?” While it’s true that social media is an important channel for any digital marketing strategy, email has several advantages.
First, email marketing campaigns can be personalized to a greater extent than those on social media. Next, costs are considerably lower than for other channels, especially considering the reach and conversion rate associated with email marketing.
Finally, what makes email marketing so powerful and lucrative is that it gives you direct, individual access to your audience’s inboxes.
The Benefits of Email Marketing
From order confirmations to newsletters, emails are an essential part of the growth and management of your business.
Email marketing helps you achieve 3 key objectives:
1. Conversions (selling your products and services)
Launching a sale or promotion? You can send your subscribers an email marketing campaign to drive sales. 🤑 In addition, try using these email marketing techniques to further boost conversions:
- Personalized discounts or special offers for subscribers’ birthdays/anniversaries, in welcome emails, and as a way to re-engage your audience.
- Abandoned cart emails are triggered whenever a visitor adds an item in their cart but doesn’t check out.
2. Brand awareness
What’s great about email is that it lets you reach someone directly. It’s one-to-one communication at its best. And people don’t just let anyone into their inbox these days. It’s a curated space reserved for favorite brands and publications.
Showing up in someone’s email inbox will help your brand stay current in the minds of your subscribers. A personalized marketing email is more impactful than a social media post where you can’t be sure if someone has actually seen your message. 🤷‍♂️
One of the major benefits of email marketing is its scalability. This means that emails can be sent to a large number of recipients for a relatively low cost (compared to other marketing channels).
3. Customer loyalty
Email drives customer loyalty at every stage of the buyer journey: lead-nurturing, conversion, onboarding, retention. As well, email marketing is a necessary tool to use alongside sales CRM systems to streamline communication.
It’s truly a powerful way to build a community, as discussed in our guide to building relationships with email. 🧑‍🤝‍🧑
To learn more about the benefits of email marketing, watch this video from the Sendinblue Academy:
Why email marketing is important
Accessibility
Email is accessible to all age groups. It opens the door to a wide range of audiences — even the least digitally savvy among us.
We might live in the digital age but not everyone is super comfortable using the internet. However, most people do know how to check their email. This makes it the most mainstream form of digital marketing.
Affordability
Email marketing is extremely cost-effective. Most email marketing tools offer pricing packages to suit all budgets. To make the most of your marketing efforts, you really need an email marketing service.
You own your email list
Think about it: If your social media disappeared, you’d lose all your followers with it.
