Email Marketing

Plus email automation

The idea of email marketing is simple:

You send messages to your existing customers designed to increase loyalty, drive return sales, and provide information about new products or services.

And you never have to pay for postage.

With email, it’s instantaneous, it costs just a few cents per email, and the payoff is significant.

Here’s just how compelling it can be:

Email marketing has an ROI of 3,000+ percent. For every $1 invested in email marketing – businesses generate about $38 of revenue.

But how do you do it?

How can you create helpful emails, send them to the right customers, and actually provide offers and promotions that will drive sales?

Email marketing motivates consumers to visit a website and buy products or services.

This marketing strategy involves copywriting to attempt conversions.

Having an email list is important for all websites because it grows the businesses’ audience while keeping control over it.

For example, let’s say that through marketing efforts, a business has amassed 45,000 followers on Instagram. They receive tens of thousands of likes per posts and the marketing strategy is working incredibly well.

The following week, Instagram changes their algorithm for how users view their newsfeed.

Suddenly, the account only receives 1,000 likes per post and their insights show that far fewer people have viewed their post and page.

This is an example of having an audience without any control.

With email marketing, algorithms can’t decide to only send your email to half of your list.

This network of dedicated and interested consumers can prove to be the most convertible audience.

There are two email marketing strategies.

Websites can choose to have daily or weekly newsletters and/or have automated email campaigns.

Depending on the website, one may be more valuable than the other.

Let’s take a detailed look into these types of email marketing.

Email newsletters are beneficial in connecting an audience to a product or service.

They can be used to drive sales and increase website traffic by linking product pages or blog posts within the newsletter.

The following are strategies used by successful newsletters:

  1. Stay consistent. Regular content that is published as promised helps create trust between business and consumer.
  2. Be mobile friendly. Most users, as we saw in the first section of this guide, are going to be viewing these emails on their mobile phones. It’s important to keep this in mind when creating the format of the newsletter.

Use open rates to increase engagement.

Using A/B testing to find the most successful newsletter format can be extremely useful.

Most email campaign providers will show analytics on how many times each newsletter was opened and how each link performed.

Using these analytics, marketers can determine what parts of their newsletter are successful and what needs to be changed.

Growing An Email List.

Your email list is a direct phone line to your customers.

Unfortunately, most new businesses don’t have an email list, and the idea of getting one started can easily overwhelm.

How to Get More Email Subscribers

Ask for Email Addresses In-Store: Put out a paper sign-up sheet, sign-up cards, or even solicit emails through your POS register system.

Add a Subscribe Link on Your Website: Create a sign-up button on your website. It’s simple and effective.

And there are a variety of email management tools that make it easy to install the button and also organise the email addresses you receive.

Provide Free Content in Exchange for Emails: Have something people might be interested in?

A whitepaper or how-to guide?

Provide free access in exchange for email addresses.

Opt-Ins for Online Sales: When people check out online, make it easy for them to opt-in to your email newsletter for info about sales and promotions.

Membership Forms: Maybe your business requires customers to fill out membership forms – say a gym.

Provide an opt-in box on your form.

Facebook Opt-Ins: Facebook allows businesses to add an opt-in button on their pages.

Use this if you want to grow your email list!

Guest Wi-Fi: Do you have a café or hospitality business that offers free Wi-Fi? Provide access in exchange for email addresses.

Offer Exclusive Access, Promotions: Customers have a natural curiosity. Use exclusive events, promos and news to engage customer curiosity.

Run a Promotion: Do a drawing for your services or products in-store, and ask customers for emails to enter.

Marketing Automation

What if you could put your email marketing on autopilot? Send a welcome email when someone signs up or send a thank you note after a purchase?

That’s the promise of marketing automation software.

These tools help businesses automate their email marketing, e.g. messages are triggered by a specific visitor behaviour.

What is marketing automation? In short, marketing automation refers to software that streamlines and automates marketing processes.

More specifically, you can automate the sending of an email based on a number of pre-selected parameters, i.e. first-time purchase, returning shoppers, or cart abandons.

Here are some specific ways marketing automation improves email marketing efforts:

Audience Segmentation: We’re long past the days of blanketing your entire audience with a one-size-fits-all message.

You need to target your emails. Marketing automation tools allow you to segment your audience based on key parameters, i.e. male vs female, new vs long-time customers, or business clients vs non-business clients.

Once you’ve segmented your list, you can build emails that are designed for specific audiences.

Personalisation: With automation software, you can personalise your emails based on data about your customers, their preferences, where they’re located, and much more. Start by personalising your greeting – try “Hi {first name} – and then start experimenting with sending targeted content and promotions to specific audience segments.

Transactional Emails: Transactional emails are automatically sent based on specific customer actions.

Did a customer abandon her cart?

An email is triggered that asks if she’d like to complete a purchase.

Did a customer sign-up for your newsletter?

A welcome email is automatically sent.

Automation tools make it possible to build campaigns based on unique user actions, and let them run automatically.

Drip Campaigns: A drip campaign is an automated series of emails, designed to keep customers interested in your products and entice them to take the next step in the customer journey.

They’re great for answering questions, addressing pain points, or demonstrating the value of your products or services.

Synching with Buyer’s Cycle: Using marketing automation tools, you can build campaigns synched with times when your customers are most likely to inquire about your products or services.

If you know people re-buy your product monthly, you could send a sale notice every 30 days.


Email newsletters keep customers informed about promotions, events, company news and new products.

And they’re highly effective.

Here’s the good news: You can build a successful email newsletter without investing lots of time. You just need the right tools.

There are a number of email providers: MailChimp, GetResponse, InfusionSoft, and Aweber, to name a few.

These tools help you organise and segment your email list and also offer automation features. Your newsletters, though, will typically be more general, promotion-based communications.

Once you select a provider, you can begin to create newsletters. But here are a few key tips for making your emails more impactful:

  • Use the 4 C’s: Have you heard of the 4 C’s of copywriting: Clear, Concise, Compelling and Credible?

    Use them in your emails. Make it short and to-the-point. Readers should know exactly who it’s from, why they should care, and what you’re selling.

  • Create Urgency: Make your emails more compelling by using urgency and scarcity. Common phrases like “While Supplies Last” or “Sale Ends at Midnight” are two examples.
  • Personalise: The more personal your emails, the more relevant they are to your readers.

    Use first names, personalise offers based on preferences, and segment your audience based on location, their relationship to your business, etc.

  • A/B Test: Another great feature of email marketing tools: They allow you to seamlessly test alternate versions of your emails.

    Try different subject lines, and optimise on the fly by selecting the one with the best response rate.

    A/B testing will help you quickly improve your email marketing.

Omologist — Omology means the study of digital marketing and an Omologist is a digital marketing professional


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