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What is Email Marketing and Why Does My Business Need it? A Quick Guide

Here’s a beginners guide to Email Marketing. This blog will cover everything you need to know about incorporating emails into your business’s digital marketing strategy.

What is Email Marketing?

Email Marketing is essentially sending marketing messages from your business to your email audiences. The goal of a newsletter is to inform, drive sales, and build a community around your brand.

There are different forms of emails you can send to achieve these goals such as:

  1. Promotional Emails (this can be used to promote new products or discounts)
  2. Abandoned Cart Email (encouraging consumers to follow through with purchases)
  3. Informational Emails (this should consist of news, announcements or any other important information surrounding your business or industry)

If you want to convert your subscribers into customers it’s important to keep them interested. You can do that by mixing up the content you publish so that it has a balance of education and sales.

A woman using her phone

How will Email Marketing Benefit My Business?

There are so many benefits to email marketing if you aren’t using it as part of your strategy then we are here to tell you to start!

The biggest advantage of email marketing is that it is one of the most cost-effective marketing forms to grow your business. There are lots of platforms such as Mailchimp, Send in Blue and Benchmark that don’t charge you to send emails. All it will cost is the time taken to build each email, which is relatively easy to do on most platforms.

Another perk of sending out emails to your audience that many people overlook is improved SEO rankings. Yes, the more traffic generated by your newsletters will help increase your SEO rankings across Google and better back-link growth.

With this form of marketing, you have control over everything, what content you write, how often it’s published, how it looks and most importantly who sees it. You don’t get this much control on other platforms.

You can evaluate the success of a campaign by checking the analytics to see how many people have opened the email and the click-through rate. This makes it easier to test different examples, subject lines and designs to see which is most effective, allowing you to optimise future campaigns and constantly improve.

Someone using a laptop to send E-mails

Strategies and Tips

Now you know what email marketing is and why it’s beneficial to your business. Here are some tips and tricks to note before creating your first email!

Consistency is key! When looking at the frequency with which consumers would like to receive brand emails, 49% (Statista, 2017) of consumers said that they would like to receive promotional emails from their favourite brands on a weekly basis.

Personalise your emails. This feature isn’t available for many other platforms so make use of it! When sending emails you can include the first name of the recipient, this grabs the attention of the user and encourages them to click the email over those not personalised.

Timing is important. The best time to send an email is between 10 am-12 pm Tuesday and Thursday. This is a generic timeslot and might not be the most effective for you depending on what content you are sending out. We suggest not sending emails on Monday mornings as they have the lowest clickthrough rate due to people having a backlog of emails from the weekend to open.

We hope you now have the confidence to begin creating your own email marketing campaigns! Begin by building your contact list and watch as your sales and leads improve.



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