What is Email Marketing?

what is email marketing image
what is email marketing

Email marketing is an easy yet effective way to engage with your customers or clients. It is a digital and direct form of marketing, thus allowing you to create customised emails that advertise your latest offers or keep your clients up to date on your latest business information. You can even group your emails and focus on users by demographic.

Through the use of email marketing, you can also start to create a relationship with your clients as you keep them engaged with your content and develop your brand awareness through posts such as newsletters.

These commercial emails are then sent to a list of contacts who have given their permission to be contacted by you. This ensures that only the people who want to be contacted will receive these emails.

How does it work?

Businesses that have email marketing campaigns will often use software such as MailerLite or Mail Chimp when creating content design for email marketing. These softwares can create individualised emails including a client’s name, your brand logo, and a message, once they have signed up for a newsletter or created an account via promotional pop-up.

Prompts may also be sent to a user if they have items in their basket but haven’t purchased them to encourage them to go back and finish their order.

Campaigns are most commonly used to promote special offers, new product releases, or protected content such as webinars. A campaign could consist of 3-10 emails delivered over many days or weeks, with the aim to make as many conversions as possible.

Promotional emails will have a clear call to action (CTA). Each CTA has a specific action that you aim for the reader to take, whether it’s following the link to your website, or using a discount code on a product purchase.

Is Email Marketing still effective?

Although email technology is considered old (with its first use back in the 70s) it has certainly stood the test of time. In an age where social media has become the go-to platform for marketing, email marketing is continuing to be a success for many businesses as it still has its advantages.

Email marketing has proven effective as it has a much larger reach than social media- with 3x more people using email than Facebook and Twitter combined. Most people have at least 2-3 email addresses and the older generations are more likely to still use email instead of social media.

By targeting clients by email, you are able to have direct individual access to your audience’s inbox.

Advantages of Email Marketing

One of the main benefits of email marketing is its persistence.

Everyone loves a discount, and if your audience are receiving and using discount codes for your products, your email marketing is working!

Drive action

Being an accessible resource, email marketing has become a very popular marketing tool. This is partly because it forces the reader to take some kind of action. As a business, you aim to have users complete as many transactions as possible, and sometimes that means enticing them by sending out promotional offers or discounts.

Low cost

Another great advantage is that email marketing campaigns cost a lot less. This is perfect for smaller businesses that are starting to increase brand awareness and might not have the budget to advertise online.

Complete control

Unlike email, social media platforms can now limit the number of times your posts appear on a feed. Accounts can even be shadowbanned, meaning their followers cannot see their posts, or they can get lost in feeds. However, emails will always send. 

These advantages secure email marketing as an effective marketing approach. With it being such an accessible resource, every business should have an email marketing campaign set up and running.

If you want your business to succeed, start building your email list on day one. Define who your audience are, find an email marketing software that works for you and send, send, send!

Check out our blog on the best email marketing software for some valuable insight into which platform will work best for you.


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