With today’s crowded inboxes, it can be hard to know how to go about email marketing effectively. To capture the attention of your audience with email, it is important to ensure your content is clear, visually appealing, and delivered consistently.
KWSM: a digital marketing agency has been helping clients deliver effective email marketing campaigns that help drive website traffic for more than a decade. As a content creator, I have helped many businesses create appealing email content. If you read on, I’ll help explain how to incorporate best practices into your email campaigns.
What is Email Marketing?
Email marketing is the act of targeting your customers and potential customers through email and driving a desired action from them. Email can help increase sales and conversions by giving customers important information about your business.
“One of the greatest strengths of email marketing is nurturing leads. The ‘Rule of 7’ states that most users need at least 7 touch points on average before they take the desired action. By sending customized content directly to their inbox, you increase the number of touch points they see, build brand recognition by staying top-of-mind, keep them engaged with your business, and give them more opportunities to convert in the way you want them to.”
– Meredith Ashburn, Senior Digital Marketing Strategist, KWSM.
4 Common Types of Email Marketing
There are several ways to use email marketing, the most frequent being to boost brand awareness, promote your content, build connections, and generate or nurture leads. Email is powerful for making sure your company is top-of-mind with prospects and your current customers.
Here are 5 common types of email marketing:
1. Announcement Email
An announcement email tells people about something new, updated, or different in your business, like a new product or service. It is primarily used to promote an event or product with a call to action (CTA) that links to that specific page on your website. You want to be clear and concise with the message you’re offering and display the offer’s value with a CTA at the end of the page.
2. Event Invitation
An Event invitation is used to tell people about an event and explain why it’s important they attend. It is similar to an announcement as it’s a great way to promote an upcoming event to your audience.
3. Newsletter
Most businesses use newsletters because they let you highlight multiple articles and get more eyeballs on the blog content you’re producing. This is a great way to regularly keep in touch with your client base and stay top of mind.
4. Drip Campaign
A drip campaign refers to the process of sending a series of scheduled emails to your audience with a goal in mind. With a drip campaign, the first email is usually sent as an introduction to your business or service. The second email is typically used to create a sense of urgency around the action you want the reader to take. The 3rd email may be a follow-up, or another push to take action.
5. Promotional Emails
A promotional email is an email that advertises a product or service within your business. They are meant to help get the word out about limited offers, special deals, and exclusive content. The goal of a promotional email is to drive sales around a specific product or service.
The Benefits of Email Marketing
Email marketing has numerous benefits for businesses because it’s a great way to reach a wider audience. There are over 4 billion email users in the world so email marketing is a perfect way to promote your business. In fact, 79% of marketers say that email marketing is among their top 3 most efficient marketing channels.
Case Study: One of our clients, a US-based premier supplier of plastic sheeting and polyethylene solutions supplier, had a goal of bringing in more phone leads for plastic sheeting products.
The KWSM team customized email blasts that would be sent by the sales account managers to growers and builders, the industries that use these products most. These emails used a trackable phone number and link and included a signature card with the account manager’s photos and contact information. All of our Call-To-Action buttons in the emails were connected to the account manager’s phones as well.
As a result, our client saw an 86% increase in web traffic from emails and 69 phone call leads in the first half of 2023 vs 25 phone calls in the first half of 2022!
How Email Marketing Can Improve Your Business
Email marketing can help your business in multiple ways, from generating website traffic to communicating with customers. Every business should consider email marketing as a cost-conscious, quick, and effective to reach your audience.
If you’re interested in reaching new audiences through effective email marketing campaigns, fill out the form below to talk to a member of the KWSM team.
