Email marketing is a set of actions to promote a specific brand, company services or a specific product/service on the market using email distribution.
Email marketing, along with SMM , is one of the
types of electronic marketing that is used to promote sales via electronic communication channels. Very often, SMM and electronic mailings work in pairs and can be subject to a single marketing strategy.
Why do you need email marketing?
Businesses can consider emails as one of the most accessible and cheapest Canada Automotive Industry Email List channels of communication with their clients. Despite the technical possibility of two-way communication, email newsletters usually work only in one direction as broadcast messages to the audience. A more personalized format is trigger and transactional newsletters . But they also work in one direction in 99% of cases.
Like any other communication channel, emails can convey the following types of information to customers:
Advertising messages . Can be single or part of a series (chain). Here you can tell about current promotions and discounts, about the assortment, about the advantages of the company, individual services, etc. More about email advertising .
News . The purpose of such letters and mailings is to tell about any changes in a certain industry, inform about important or thematic events, and also to fill the air (to keep the subscriber from getting bored).
Welcome letters . These can be entire welcome chains
The goal is to get to know the user, tell about the company, about any opportunities for the client, interest him, smoothly lead to receiving other mailings/letters.
Letters of gratitude and congratulations
You can congratulate a client on their birthday, a certain holiday, another important date or event. Such letters are used to form a general positive mood. And letters of gratitude are often sent in response to certain actions of the client. For example, a purchase, placing an order, receiving feedback, pointing out errors/inaccuracies, etc. The goal is the same – to form a positive image of the company and create a feeling of care.
These are needed to obtain feedback on issues
and situations that are relevant to the company/brand, for Business Email Lists detailed targeting (to match clients with specific interests), and to increase (stimulate) audience activity. After completing the survey, it makes sense to send gratitude letters.
Trigger emails . These are emails sent when a specified event/trigger occurs. For example, this could be a mailing to remind about an abandoned cart, an offer to view a range of related products to an already made purchase, a survey launched in response to filling out a complaint form on a website, etc.
Transactional letters Messages that are also
generated automatically, but are usually activated by external business systems, such as a store’s CMS, CRM system, etc. Such letters are needed to notify the client of some important internal events: the order has been confirmed, shipped/transferred to the delivery service, arrived at the pick-up point, an application was submitted on the website, a response was received from the manager, etc. Normally, transactional messages do not contain advertising, they only contain information regarding the work and service of the current client.
Note how the types of letters relate to email marketing tasks:
Timely notification of important events
Receiving (collecting) feedback for subsequent analysis and audience segmentation .
Increase/stimulate sales, customer return.
Formation of an active audience (core). Usually by attracting subscribers .
Increasing customer loyalty.
Automation of individual marketing tasks (for example, with information and with sending service messages).
Increase brand awareness.
Email newsletters will be of interest to various types of businesses. This includes Mailing Data B2B, B2C segment, services, SEO tasks, infobusiness, training (coaching), and many other niches, including media, development, legal services, and even the public sector.
When talking about the benefits of mailings for
sales, they almost always mention the benefits of investment and payback ( a more complete list of mailing efficiency indicators ). Western agencies often refer to independent studies, which say that for every dollar invested in a mailing, you can get up to 30-45 dollars in profit.
The reality of the Russian market is different. Everything depends on the business area, the chosen email strategy and other factors. Usually we are talking about the ratio of 1:10 – 1:20. This is when you can get from 10 to 20 rubles from one invested ruble.
Just in case, ready-made online calculators: ROI and CAC .
Be that as it may, businesses should not consider email newsletters solely as an advertising channel. It is, first and foremost, a communication channel.
About the history of Email Marketing
Of course, it all started with the development of computer networks. But initially, information on such networks circulated in different formats.
On October 2, 1971, the world’s first email was sent. Only then the Internet (with its DNS system and beautiful domains) did not exist, there was only a network for military needs – ARPA Net.
