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What is email marketing?
Inna Sabada
by Inna Sabada
What is email marketing?

Diving into the World of Digital Communication: A Comprehensive Introduction to the Fundamentals and Benefits of Email Marketing


Are you curious about email marketing but don’t know where to start? You’ve come to the right place! Email marketing is a powerful tool that can help generate leads, increase brand awareness, build relationships with customers and boost sales. 


In this blog post, we'll explore all the basics of email marketing including what it means, why businesses rely on it, how to get started and best practices to include in your campaign. Keep reading to learn the ins-and-outs of making an effective email marketing strategy for business success!


The first real email was sent in 1971. Who would have thought that 50 years later, email marketing is still one of the main and effective ways to promote a business.


According to statistics, in 2021 the ROI from the postal channel will be 43.76%.


What is email marketing?


Email marketing is a digital marketing strategy that involves sending promotional messages or newsletters to a list of subscribers via email. The goal of email marketing is to build a relationship with the subscribers, promote products or services, and encourage them to take specific actions such as making a purchase or visiting a website.


Email marketing can be used for a variety of purposes, including lead generation, customer acquisition, retention, and reactivation. Marketers typically collect email addresses through opt-in forms on websites, social media, or other channels and use email marketing software to manage the list and send messages.


Effective email marketing involves crafting compelling subject lines, personalizing the content to the recipient, and ensuring that the email is visually appealing and easy to read. It is also important to comply with regulations such as the CAN-SPAM Act in the United States, which requires that commercial emails include an opt-out mechanism and accurate sender information.



Advantages and Disadvantages of Email Marketing



Advantages of email marketing


✔ Cost-effective: Email marketing is one of the most cost-effective forms of digital marketing as it requires minimal investment compared to other forms of advertising.


✔ Personalization: Email marketing allows businesses to tailor their messages to specific audiences, delivering personalized content that resonates with the recipient.


✔ Targeted: Email marketing enables businesses to target their messages to specific demographics, interests, and behaviors of the recipients, resulting in higher engagement and conversion rates.


✔ Measurable: Email marketing allows businesses to track metrics such as open rates, click-through rates, and conversion rates, providing insights into the effectiveness of their campaigns.


✔ Increased brand awareness: Consistent and well-crafted email campaigns can help increase brand awareness and recognition among the audience.



Disadvantages of email marketing:


✔  Spam filters: Email marketing can be hindered by spam filters, which can block messages from reaching the intended audience.


✔ Lack of engagement: Poorly crafted emails or irrelevant content can result in low engagement rates and unsubscribes from the email list.


✔ Legal compliance: Email marketing is regulated by laws such as the CAN-SPAM Act in the United States, which require businesses to comply with certain guidelines when sending commercial emails.


✔ Deliverability issues: Email deliverability can be affected by factors such as email server reputation, recipient email addresses, and email content.


✔ Over-reliance: Over-reliance on email marketing as a sole marketing strategy may limit the potential reach of a business as it does not necessarily capture all potential customers.



What do you need to get started with email marketing?


To get started with email marketing, you'll need the following:


1. An email marketing service: An email marketing service is a software platform that enables you to create and manage email campaigns. Some popular email marketing services include Mailchimp, Constant Contact, and Campaign Monitor.


2. A mailing list: A mailing list is a collection of email addresses of people who have given you permission to send them emails. You can build your mailing list by collecting email addresses through opt-in forms on your website, social media, or other channels.


3. A sign-up form: A sign-up form is a web form that visitors can fill out to subscribe to your mailing list. You can create a sign-up form using your email marketing service or a third-party form builder.


4. Email templates: Email templates are pre-designed layouts that you can use to create professional-looking emails quickly and easily. Most email marketing services provide a range of templates that you can customize to match your brand.


5. Content: Content is the heart of your email marketing campaigns. You'll need to create engaging and relevant content that resonates with your audience and encourages them to take action.


6. Analytics and reporting: Analytics and reporting tools enable you to track the performance of your email campaigns and optimize your strategy based on the data. Most email marketing services provide built-in analytics tools, or you can use third-party tools to get more in-depth insights.


Once you have these basic elements in place, you can start creating and sending email campaigns to your subscribers. As you gain experience and refine your strategy, you can explore more advanced tactics such as segmentation, automation, and A/B testing to further optimize your campaign



🔹 In conclusion, email marketing is a great way to reach your audience quickly and efficiently. Email marketing has been used for decades and its success speaks for itself – it allows personalized messages to be distributed at scale, opening up opportunities to build trust between businesses and customers. 


Not only can you create content that is tailored to the interests of particular people or groups, but you can also easily track open rates, link clicks, and other key metrics which allows you to gauge the impact of your campaigns. 


Email marketing provides a convenient channel for businesses to communicate with their customers effectively and regularly - be it promotions, product feature updates, or even customer support. This is why so many businesses have adopted email as an important component of their digital marketing toolkit these days.



📜 Related article:

How to increase the ROI of email marketing

Email marketing and spam. What are the differences?

Email Marketing as a Source of B2B Lead Generation in 2023