Email marketing is a highly effective way to build relationships with your audience. Not only that, but email marketing has the highest ROI of any marketing channel.
That’s right, email marketing has the potential to impact your bottom line more than any other marketing activity. Many businesses don’t realize this! Check out these other incredible stats about email marketing.
What is email marketing and how does it work?
Email marketing is all about connecting your brand with your audience. It’s not necessarily about selling a product, at least that’s not the first goal, even if it is the ultimate goal. Email gives you a chance to enter your audience’s living room, office, leisure time, work time, and the list goes on. 50% of people are checking their email at least 10 times a day! This is an incredible opportunity to build a relationship with your audience that shifts the paradigm from just selling a product, to the lifetime value of your customer (LTV) where they buy over and over again.
Types Of Email Marketing
When you’re thinking about email marketing, you need to have the purpose for the campaign in mind. There are many different types of emails, each having their own purpose.
- Brand Stories
- Tutorials, Tips, & List Emails
- Customer Stories & Testimonials
- Welcome Emails
- Re-engagement Emails
Customer Related Emails
- Transactional Emails
- Cart Abandonment Reminders
- Receipt Emails
- Time-Sensitive Promotions
- Sales Follow-ups
What is email marketing vs automated email marketing?
When you’re thinking about re-engagement emails, cart abandonment emails, or follow up emails, you get into the realm of behavioral emails. Behavioral emails are single emails, or a series of emails that are triggered by a user’s behavior.
This is where email marketing gets really exciting, and particularly useful, giving you increased ROI. Automated campaign email marketing allows multiple emails to be sent over a period of time- in a completely automated way. The user’s behavior triggers the start of the campaign. It also allows deep segmentation, so that emails can be highly targeted. This delivers content that is better suited for each customer – giving them more of what they are looking for!
You can even track your email campaigns in Google Analytics, to give you insights into how your users interact with your site if they click links in your emails!
Users today expect personalization. They don’t want to get a form email that doesn’t present to them the things that they are interested in or care about. Today’s marketing automation software is built to meet this demand for personalization and automation.
Here’s an example of a highly complex automated email campaign that segments an audience to give them highly targeted and specific emails.
We built this campaign using Keap (formerly Infusionsoft). You can see how custom journeys can be built to tailor the experience for the user. The campaigns are built to move people toward taking some action and completing a goal. Once a goal is completed, a tag can be placed on their profile which can trigger the next phase of the broader campaign. THAT is automated marketing! Don’t be fooled into thinking a Mailchimp auto-responder is automated marketing- it’s not! Take your business to the next level with true email marketing automation!
Granted, not everybody needs such a complex campaign. If a simple auto-responder and welcome campaign is what you need, then that’s what we’ll build you!