Email Marketing

Email marketing is the method of sending marketing messages to potential and current customers through email. This is done so that the company can gain sales, educate customers about their company and build customer loyalty.

Email marketing gives companies an advantage in retaining customers, by allowing them to keep connected to your company. For example, an email subscription will send promotions, company news and more to their customers through email marketing.

Here are the most common reasons on why your company should implement email marketing:

  • Build ongoing customer relationships
    • Consumers prefer buying products from a brand that they already know
    • Email can encourage customer purchases after their first
    • Returning customers are key for businesses as it is much easier to retain a consumer over obtaining a new one completely
  • Can drive sales effectively
    • Email’s order conversion rate is higher than search, direct and social media
    • This indicates that businesses rely on email as their primary acquisition channel
  • They can allow your business to grow
    • The three factors of business growth are:
      • Increasing the total number of customers
      • Increase the total number of purchases per customer
      • Increase the average order value
    • Email marketing can positively impact these three areas through cart emails, win-back campaigns and high-value product broadcasts
  • No influence from third party gatekeepers
    • Cannot be easily affected by unplanned tweaks unlike other methods
    • E.g. increasing your google search ranking is difficult today, email marketing makes it easy to reach your customers

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How can I start email marketing?

Email marketing is generally free until you reach a certain number of contacts, however it is key to focus on creating an effective email marketing campaign. To do this, there are a number of steps that should be taken to successfully deploy a campaign and draw customers into making purchases.

To begin email marketing, you will need to:

  • Choose an email marketing software
    • This software will help you in building your email subscription list
  • Start building your email list
    • This is to get customers to opt-in to hear about your company news through email
    • To do this you should:
      • Set up a pre-launch page 
        • This can be a basic landing page to invite visitors to stay informed through email
      • Collect sales and customer account emails
        • This makes it easy to retain customers and track their purchase history
      • Add opt-in forms across your site
        • This makes it easy to draw web visitors into email marketing for your brand
        • You should place this in your header, “about us” page, blog or any other important page on your website
      • Use lead magnets 
        • E.g. deals, discounts, have a contest, access to educational content
      • Ask for emails in person
        • More of a direct approach, less wide spread
  • Note: when sending emails, be sure to follow the CAN-SPAM, GDPR and CASL rules to avoid any potential legal issues.

Also remember that presentation of your emails is key, by creating an effective email design, it will become easy to attract more customers through email marketing.

What types of marketing campaigns can I send?

There are three main types of marketing emails:

  • Transactional:
    • Sent during checkout or following other purchasing actions (e.g. order confirmations)
    • These are expected by the customers (e.g. order confirmation)
    • Other types of emails in this category include check-in emails and shipping emails
  • Promotional
    • Sent to promote a product or limited-time discount (e.g. 20% off for Canada day)
    • This is commonly sent to a segment of your email list to convince they to make more purchases (e.g. monthly email newsletters)
    • This also includes time-sensitive deals, subscriber-only discounts and Newsletter
  • Lifecycle 
    • Takes place based on the action a shopper has taken (e.g. cart abandonment email)
        • When creating a cart abandonment email focus on having an effective call to action, put the main message in text format, create an incentive to return to the customer’s cart
      • Welcome emails and win-back emails also fall into this category
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What should you track in your email marketing performance?

To track your email marketing performance, you should analyze the following factors:

  • List size and growth
    • E.g. have you been getting more subscribers on a weekly and monthly basis
  • Open and click- through rates
    • This tells you the percentage of people on your email list that receive and open your email
    • This makes it easier to target active customers through email
  • Deliverability and list health 
    • E.g. Was your email received by the customer? Was it flagged by a spam filter?
  • A/B Tests Results
    • Separate your email recipients into 3 groups based on certain analytics (e.g. age, gender) 
    • Determine a winning group 
    • This will make it easier to increase your sales and engagement to the “best” customers for your bran
  • Revenue
    • Are you profiting through email mail marketing?
  • Create a “green light benchmark”
    • E.g. aim for a 20% open rate
    • This method will make it easy for you to balance your funds and balance out your business campaigns

How should I target customers?

You should target customers based on that recency, frequency and monetary value (RFM). These factors determine how long it has been since the last purchase of a customer was made, how many orders they have made and the total amount of money that was spent by a customer

In terms of the target segments, you should focus on a variety of aspects in email marketing: 

  • New subscribers: focus on building trust, allowing them to become familiar with your products, and for they to make their first purchase 
  • One time buyers: get them to make their second purchase through campaigns such as a bounce-back campaign
  • VIPs: deploy various email campaigns to keep them as an active customers and to continue to make purchases
  • Defecting customers: you need to win these customers back through offerings or discounts
  • Cart Abandoners: send out emails to customers and convince them to complete the purchase in their cart

By separating your consumers into segments and focusing on these segments separately, it will be easier to retain and draw customers to purchase your products.

Explore all Email Marketing Agency Services:

Email Marketing for E-commerce

Targeting your customers through email

The process to generate conversion and awareness by offering useful information to your customers and subscribers.

Email Designs

Increase user experience

An effective and professional email template can save you time and drive more conversion.

Email Marketing Strategy

Email marketing strategy

Define your audience and goal, segment your email list, create your call to action in order to get a higher open rate.

Email Marketing Automation

A series of autoresponder emails

These emails are set up to be triggered by events you specify such as a sign-up. Having autoresponder set up can turn prospects into customers.

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