What is Email Marketing?

Email Marketing
06 October 2022
Harry Stannard
Harry Stannard

You may have heard the term “Email Marketing” when discussing your marketing efforts. But do you understand why it’s absolutely vital to have an email marketing strategy in 2022?

We’ve got you covered. In this article, we’ll clarify what email marketing is, and the reason it is crucial to your marketing efforts.

What is Email Marketing?

Email marketing is the use of email within your marketing efforts to promote your business’ products or services, as well as creating customer loyalty.

When you’ve promoted your email list successfully, you’ll receive subscribers. Subscribers are leads or customers who have signed up to hear what you have to say, and will receive that update directly to their email inbox. They may wish to find out more about new products, discounts and other services. It’s also a chance to educate the audience on what it is your company does, and create brand value in their eyes.

What are the benefits of email marketing?

Increase brand awareness

The marketing collateral you create lands directly in the inbox of the subscriber. This means they will have a better chance of seeing the content, as opposed to social media. In fact, according to Mailmunch, email marketing campaigns can see 50-100 times the click-through rates from Facebook and Twitter.

Build customer relationships

Email marketing allows you to build relationships with your audience, whilst also driving valuable traffic to your website or social media channels. When placed effectively in emails, call-to-actions to the website create more traffic and awareness of your products and services, prompting more sales.

Email marketing is easy to measure

If you’re determined to understand who is clicking on your emails, and where it is they are clicking to better understand your customers, email marketing is for you. For example, Mailchimp allows you to analyse a variety of useful analytics after an email campaign. You can monitor click rates, open rates, click maps and understand the demographics of the audience that opened your email. This allows you to understand what it is the audience likes to receive, and create a content plan around that.

Target specific audiences

Platforms such as Mailchimp and Klaviyo also allow you to segment your emails and target users by a specific demographic. This gives you full control over which audience receives a specific message. There are many different types of email marketing. Each one has a different purpose, allowing you to engage with your audience.

  1. Welcome emails

This type of email welcomes a new subscriber to the community. You can use this email to place important information about your company that you want a new audience to know about. For example, you could link to blog articles, work examples or services.

  1. Newsletter emails

This is a very popular email type, and is often used to highlight both products and services, as well as company culture.

This can also include articles, customer reviews, information about products and services. Usually, there should be a call to action to encourage the reader to do something, like go to the website or complete a purchase.

  1. Lead nurturing emails

This email type is set up to target a specific audience through a series of emails in the hope of eventually converting them. This can be set up using customer journeys. This email should focus on a new product or service you wish to promote.

Once the initial emails have been created manually, you can set up this automated journey for the customer to receive the set of emails at a time you set.

  1. Confirmation emails

If someone has recently signed up to your emailing list, booked a consultation or requested a call back, you can set up an automated confirmation email to go to their inbox with the necessary information.

This ensures the prospect that the information has been received and an action will be carried out shortly.

Getting started with email marketing

Creating regular email content can take time. Monitoring results and understanding what it is the audience wishes to receive is also challenging too. We offer a variety of digital services at MWB, one of which is email marketing!

If you wish to explore this powerful marketing channel further, get in touch with us. We’d love to help you reach your online potential.

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