Why is e-mail marketing popular?
- Can be tracked – You can easily track various e-mail related activities (number of e-mails sent, opened, bounced etc.). Even links in e-mails that users click and products/services sold by clicking such links can be traced without much effort.
- Unlimited Reach – This form of marketing allows you to reach innumerable users that too at the click of a button.
- Cost Effective – As compared with other forms of communication sending e-mails is cheaper. E.g. you can send as many as 10,00,000 (10 lac)e-mails for just Rs. 8000, which comes out to be a mere Rs. 0.008 per e-mail (statistics: www.easysoftindia.com)
- Allows Targeting – It is a form of push marketing that allows audience targeting since you can directly deliver your marketing messages to your potential customers irrespective of whether they want to get your messages or not.
- Data Driven – This form of marketing is data driven and also promotes direct sales of products/ services you are offering to your target audience.
- Builds Loyalty – With the help of promotional e-mails, special offer e-mails, and newsletters, you can build a strong bond with your customers and even instil a feeling of loyalty and trust in them for your products/ services.
Types of e-mail marketing
- Direct Email: Can take the form of promotional messages (e.g. special offers, discounts, rebates etc.) or you can use lists of e-mail addresses rented/purchased from the open market to target your messages.
- Retention Email: Usually take the form of newsletters that carry promotional messages, advertisements, etc. that provide value, benefits and entertainment to readers and also have a long-lasting impact on them.
- Newsletter: You can conduct your e-mail marketing activities by buying advertising space in newsletters created by others so that your advertisement / message can reach their subscribers.
Key parts of an e-mail message
An e-mail message can be divided into different parts each of which has its own significance. We will explore eight important parts of an e-mail message namely:
- Context and design
- Header and footer
- Hosted version
- Image rendering
Increase the CTR of an e-mail campaign
- Day and time: Email delivery day and time depends on the market you are catering to and the end users of your product/ service. This day and time needs to be found out through a hit and trial method. Send your users an e-mail message on different days and times during the day and track their response. After a while, you can analyse this report and come to know what is the best day and time for you to send your e-mail.
- Subject lines: It must be related to the e-mail content, personalized, and changed frequently so it doesn’t lose its effectiveness.
- Format: Plain text based e-mails have higher delivery rate than HTML based e-mails, so don’t always send HTML mailers, try a mix of both.
- Stop spamming: Conform to anti-spamming guidelines to prevent your e-mails from getting blocked by e-mail service providers
- Content: Create copy that is good, relevant to the users and concise. Seek professional help with design if required.
- Links: Must be appropriate, accessible, visible and interspersed with great content.
What is permission marketing?
A means of selling products/ services where likely customers openly agree in advance to receive marketing messages/ads.
e.g. opt-in email ads where online users sign up in advance to get information regarding specific products/ services of their choice.
Permission marketing is very helpful as end users are more receptive to marketing messages and even cost-effective as users are already targeted and identified. e.g. while making a purchase, the user can be asked at that time whether they would like to subscribe to the company newsletter.
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