Enquire Now!

An Overview of Email Marketing As a Digital Marketing Tool

Digital marketing is a crucial way to promote a business to its target audience. Among its various tools, email marketing plays a vital role. Using email within marketing efforts is essential for promoting a business’s products and services, as well as ensuring customer loyalty. Email marketing is a form of marketing that helps in making the customers on the email list aware of new products, offers, discounts, and other services. It can be considered a softer sell to educate the target audience on the value of the brand or keep them updated between purchases and everything in between. As a leading digital marketing company in Pune, Sanpurple helps businesses with designing, building, and optimizing email marketing to get the best ROI in the marketing program.

What is Email Marketing?

Email marketing refers to sending commercial emails to a list of contacts with their express permission to receive email from the concerned businesses or brands.

Brands can use email marketing to inform their customers, drive sales, and build a community around their brand. Advanced email marketing has shifted away from one-size-fits-all mass emails and rather focuses on consent, segmentation, and personalization. Although it may seem time-consuming, it is marketing automation that does the heavy lifting for you.

Types Of Emails In Email Marketing:

Promotional Emails:

Email marketing is majorly to promote special offers, new product launches, webinars, and the brand at large. A promotional email campaign includes 3 to 10 emails sent over several days or weeks. Promotional emails have a call-to-action or CTA. The CTA is the specific action the brand wishes the reader to take, whether it is visiting a page on the website or using a coupon to make a purchase.

Informational Emails:

Informational email campaigns can be further classified as,

1. Newsletters:

As the name suggests, newsletters share news related to the business such as new milestones, and new product capabilities for featuring valuable content like case studies about the product. Newsletters, if sent periodically, can help in maintaining the interactions with the email subscribers.

In other words, a newsletter is an opportunity to share insights, thoughts, and tips to bring value to your audience.

2. Announcements:

Email is the perfect medium to inform customers of company announcements, new product releases, service changes, etc. In most situations, email is the ideal channel for important messages. If there is a glitch on the website, delays in shipping, or an issue with your system/software, informing the contacts through email is the best way to maintain communication. It is secure, instant, and matches the formal tone of the announcements and the casual tone of an engaging brand.

Re-engagement Emails:

As the name suggests, re-engagement emails are best suited to reconnect with customers or subscribers who have not been active lately. Re-engagement emails include offering customers a unique discount, sending them a birthday message with coupons, updating them on news about the product/service, etc.

Email Marketing At Present:

Email is not a new technology but it was one of the very first modes of digital communication back in 1971. However, email marketing at 50 years old is used today more than ever before. Email marketing can be personalized to a greater extent than campaigns on social media. The costs are significantly lower than for other channels, especially accounting for the reach and conversion rate with email marketing. Additionally, the reason email marketing is so powerful and lucrative is that it gives direct access to the audience’s inboxes.

There were over 4 billion global email users in 2020 and 62% of consumers count email as their top preferred communication channel with small businesses.

Benefits of Email Marketing:

Conversions (selling your products and services):

Businesses can send their subscribers an email marketing campaign during launching a sale or promotion to drive sales. Personalized coupons or special offers for subscribers’ birthdays/anniversaries are a good way to re-engage your audience. Abandoned cart emails are also sent when a visitor adds an item in their cart but does not buy it.

Brand awareness:

Emails let brands reach their audience directly. It is one-to-one communication at its best and curated space for favorite brands and publications. Accessing someone’s email inbox helps the brand stay active in the minds of subscribers. A personalized marketing email is more impactful than a social media post. One of the primary advantages of email marketing is its scalability. It means that emails can be sent to a large number of recipients being cost-effective.

Customer loyalty:

Email results in customer loyalty at every stage of the buyer journey from lead-nurturing to conversion as well as retention. Email marketing is a necessary tool to use alongside sales CRM systems to streamline communication. It is a powerful tool to build a community.

Leave A Comment