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Email Marketing
Email Marketing: A Complete Guide To Effective Campaigns

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For quite some time, there have been speculations that email marketing is dead or dying. Some marketers thought that this old digital marketing tool will follow the Yellow Pages to near extinction. However, it’s possible that those who believe email is outdated aren’t using it properly.

So before we get into the email marketing strategy and tactics, let’s first talk about the state of email marketing in 2022.

What is Email Marketing?

Email marketing involves sending emails to current and potential customers, which we will call “email subscribers”, to achieve the goal of increasing brand awareness, driving engagement, getting leads, or making a sale.

Is Email Marketing Still Relevant in 2022?

The answer is, definitely yes! It is more relevant now than ever before.

Research shows that email is still the best channel to reach people, ahead of other marketing channels, even with the increase in popularity of social media and other messaging platforms.

Email users are predicted to continue growing. For instance, in 2021, 309.6 billion emails were sent and received on a daily basis. This number is expected to rise to 333.2 billion in 2022.

Is Email Marketing Profitable in 2022?

Email marketing is one of the most profitable marketing tools when used correctly. In other words, effective email marketing starts with delivering quality content and avoiding spamming your subscribers’ inboxes.

Email marketing allows you to communicate directly with your audience, sending them relevant content and information in real-time and keeping them informed and engaged. That is why, among other marketing channels, email marketing has the highest Return on Investment (ROI). For every $1 spent, the return on investment is approximately $40.

With more than 4 billion email users in the world today, your target audience is almost certain to have an email address. Therefore, email has a higher chance of generating a sale than social media platforms.


How to Get Started?

If you are just starting with email marketing, there is no need to be overwhelmed with all the details and different types of email marketing campaigns.

As long as you have a clear idea about the goals of your email marketing efforts and follow a systematic process to craft your emails. Email marketing isn’t really that complicated in reality.


1. Set Goals for your Email Marketing Campaign

Before you think about starting an email marketing campaign, you need to understand why you want to create one in the first place. What do you hope to achieve with this email? What action do you want your customers to take after they open your email?

Here are some goals you can set for your email marketing campaigns:

  • Increase brand awareness
  • Drive more website traffic
  • Generate revenues
  • Nurturing leads
  • Feedback and surveys

It’s very important to make sure that your email marketing campaign goals are aligned with your business objectives, and have a positive impact on your sales and revenues.


2. Define your Target Audience

To improve business performance, your business likely has several types of subscribers, each with its own, unique characteristics and needs. Therefore, for better conversion rates, you should segment your subscribers for each campaign.

You can segment subscribers based on a number of factors including:

  • Age.
  • Gender.
  • Location.
  • Interests.
  • Preferences.
  • Engagement levels.
  • Online activity.

Once you‘ve defined your email audience. It’s time to create an engaging, conversion-focused email newsletter that helps you reach your marketing goals.


3. Craft an Engaging, Conversion-Focused Email Newsletter

Creating an email newsletter for your audience is an exceptional way to build a trust-based relationship. A consistent email newsletter enables you to give, give, and give.

Giving makes it easier afterward to ask for feedback, input, or for the sale. More importantly, it enables and allows you to listen and have real conversations with your audience.

Follow the following steps to begin going deep and turning your email subscribers into a true audience:

3.1 Offer your best work

Of course, writing a weekly email newsletter can be a lot of work.
Don’t make it an afterthought, think of it as an integral piece of your content strategy.

Your best-work newsletter provides the reader with a fresh piece of unique content and the feeling that they’re part of an exclusive group. It feels like a friend writing to a friend.

To craft an effective best-work newsletter, you will need to:

  • Write exclusive content every week.
  • Set a schedule and stick to it.
  • Start writing even before you have a lot of subscribers.

3.2 Curate content to become a helpful resource

Do you spend countless hours every week scouring blogs, news sites, and social media to consume all the latest and greatest information written in your industry?

Collect the most valuable information in your market, and then add your personality and unique voice when you summarize and introduce the links.

Most of us love to consume great content, but we don’t all have the time or patience to do the legwork and look for the best content.

To craft an effective curation newsletter, you will need to:

  • Add your unique voice to the newsletter.
  • Choose an overarching theme but cover several topics.
  • Publish the archives to your website and encourage sharing.


3.3 Summarize and highlight your content

This doesn’t mean you should overlook starting a newsletter. It simply means you have an opportunity to focus your time and resources on increasing the value of the content you have already crafted, you do this with a summary newsletter.

A summary newsletter specifically showcases the best and most valuable content your business has created throughout the previous week.

To craft an effective summary newsletter, you will need to:

  • Produce a steady stream of valuable and helpful content.
  • Have products or services to promote and showcase.
  • Design a template and use a consistent layout.

You can start today by committing to writing a unique piece of content every week, curating the highlights from your industry, or simply summarizing the content you have created during the past week.


4. Choose the Right Time to Send your Email

Timing is critical when it comes to effective email marketing.

If you send out an email at a time when most of your customers are sleeping, your email will most likely get buried under the huge pile of emails that will land in their inboxes by the time they wake up the next morning.

To get the best engagement out of your email newsletters, you need to send them out at the right time including the hour and day of the week.

Finally, keep in mind that the right time is different depending on your target audience, so make sure to take location and time zone into account before scheduling your emails.


What is the Future of Email Marketing?

From newsletters to targeted offerings, brands can now monitor, measure, test, and tweak emails to drive subscribers’ engagement. In addition, many new technologies show great promise of dramatically changing the email marketing game.

In the future, we will see improvements with better automation and a fully personalized experience with Artificial Intelligence (AI). Targeting people will be based on creating more intelligent criteria for audience profiles.

Email messages will focus on customized content for the individual subscriber. Also, content delivery time will be more crucial to reaching the audience at the right time. This will lead to merging data of all kinds and creating more integrations between various systems.


Wrap it up

Email marketing is here to stay. If you are not taking advantage of it in your marketing mix, you will be missing out on a lot of potential revenue.

If you’re ready to get started with email marketing and create your first campaign in 2022, take a look at the unique set of services we offer to business owners who want to harness the power of email marketing to drive engagement, and conversions.

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