Email Marketing

• Email Marketing is any email sent to customers to increase brand awareness, generate leads, promote a service or make a sale.
• Email marketing has an average CTR of 2.62% compared to 1.21% for social media (roughly double).
• Email marketing has an average ROI of 3800% or $38 for every dollar invested.
• Email marketing ROI can be quantified whereas other methods such as radio can not always be quantified.
• Persons who sign up for emails from your company are a captive audience. They are far along their customer journey and are more likely to convert if they haven't already.
• There are 2 types of emails:

  B2C (Business to customer)

  B2B (Business to business)
• In B2C, content is aimed at the person buying the product or service.
• In B2B, content is aimed at decision makers in a usually longer buying process.
• B2C email content usually focusses on impulsiveness and great deals, whereas this would not work with B2B, where the stakes are higher.
• Types of email content:

  • Welcome email (intro, teaser, 1 off)
  • Lead nurturing email (sent when a lead takes an action on SM, reminders when items are left in the cart)
  • Standard email newsletters (upcoming events, updates, highlighting employees)
  • Transactional email (purchase confirmations, log in reminders, triggered by customer action)
  • Onboarding emails (similar to welcome emails, but teaching them about the business or step-by-step instructions)
  • Post-purchase emails (video instructions, how to rectify common issues)
  • Product update emails (New features and how they can benefit the customer)
• Things to consider: Why are you sending the email? What problem or pain point are you solving? What action do you want the customer to take? How do you want the customer to feel when they open your email?
• Best practices for a successful engaging email:

  • Use a real employee or CEO name helps break down the barriers between business and consumer
  • An eye-catching subject will make the difference of whether a consumer opens the email or not
  • Subject lines with numbers have a 45% higher CTR. Questions in the subject lines or address FOMO also have a higher CTR.
  • Personalize emails to the reader using their names, interests or birthday.
  • Get straight to the point. Sending different emails to different customers is key. People only spend an average of 10 seconds reading brand emails.