What is email marketing ?

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  • Post last modified:January 27, 2021
What is email marketing ?

What is email marketing? definition, benefits, how it works and best practices

A complete guide to learn what is email marketing, why it matters for business, how it works till the key elements of an effective email marketing strategy and the mistakes to avoid.

It’s not easy to market a business in today’s fast-changing marketplace. From driving website traffic to delivering targeted content, your marketing strategy needs to cover a lot of ground. Not to mention, with the many emerging platforms and technologies, marketers feel like they’re constantly chasing after bright shiny objects.

We get it. You want a proven marketing strategy supported by well-established tools. The good news? The solution is right under your nose!

When’s the last time you checked your email? That’s right, email marketing is still highly effective. Email campaigns can be used along the entire customer journey to generate leads and drive high-quality traffic. However, as powerful as email marketing can be, consumers are also rather jaded when it comes to email. If you don’t have a well-designed strategy, your campaigns will get ignored and you may even risk losing customers’ loyalty.

In this complete guide to email marketing, we’ll show you how email marketing works, what tools you can use to execute your campaigns, key elements of an effective email marketing strategy, the latest email marketing best practices, and how to use the right metrics to track your progress.

What is Email Marketing? A Complete Guide

1. Email marketing: what is it?

Email marketing is a digital marketing strategy that helps you achieve your marketing objectives by sending emails to a subscriber list of prospects and customers. These emails may contain useful information, company news, advertisements, special offers, or requests for a sales meeting. They are often personalized based on the prospects’ demographic information or position in the sales funnel. Businesses typically use an email marketing tool or software to help manage their email lists and track their progress.

2. Why email marketing should be the cornerstone of your digital marketing strategy

While new online marketing channels continue to emerge, email is still ranked by most marketers as the top channel. Here’s why it’s important to incorporate email marketing into your internet marketing strategy:

  • It’s more effective than social media for turning prospects into customers. Unlike social media, you’re not at the mercy of algorithm changes so you know exactly how many people your content is reaching when you send a campaign.
  • It’s budget-friendly and highly cost-effective when compared to most like SEO, PPC, and affiliate marketing. It’s also fast and easy to send out an email, so you can respond quickly to market demands or consumer sentiment without a lengthy production process.
  • It allows you to leverage personalization technologies to deliver highly targeted content, which is now the key to meeting consumer expectations and driving engagement. 
  • It can tie all your marketing channels together to deliver a dynamic brand experience. For example, you can invite recipients to a social media contest or retarget subscribers who click on a product link with paid ads.
  • It works well on both mobile and desktop devices, as more consumers are now shopping on their smartphones and tablets. Email also has a much longer “lifespan” than social media posts. It gets prominent placement in the inbox and subscribers can easily save it for future reference.
  • It directs traffic to your website and drives sales. Transactional emails, or those directly related to purchasing products, are found to generate eight times more opens and clicks and six times more revenue than other types of email. It’s also highly measurable—you can track metrics in detail and remove the guesswork from your email strategy. 

3. Understand how email marketing works

Email marketing allows you to target your audience and customers through email campaigns. You can also divide your subscriber lists into different groups and send the most relevant content and offers to each segment (more on that later). 

These emails can be sent out in a predefined sequence to turn prospects into buyers or after the readers take specific actions such as clicking on a link, viewing a product, or leaving products in the shopping cart. You can also make personalized product recommendations based on a customer’s preferences, purchasing history, location, etc.

To effectively manage customer segments and personalized email sequences, email marketers typically use email marketing software and automation tools to create their campaigns. These provide a clear and streamlined view of your overall strategy and its impact, allowing you to fine-tune changes as needed to maximize your ROI. 

4. Five reasons why you should rely on email marketing in 2020

With all the marketing channels available at your disposal, why should you rely on email marketing? Here’s why you should invest in this tried-and-true marketing channel:

  1. The widespread use of email means you can effectively reach a large number of recipients from all walks of life. There are over 3.9 billion email users  globally and the number is projected to reach 4.3 million in 2023.
  2. Email marketing has one of the highest ROIs among popular marketing channels. When done right, you can expect an average return of $42 for every dollar spent!
  3. Businesses of any size can implement email marketing thanks to its low cost and direct impact. In fact, 81% of SMBs consider email as their most effective customer acquisition and retention channel.
  4. Email is making a comeback, with 78% of marketers indicating that they have seen an increase in email engagement in 2019. It can cut through the clutter and build relationships with the audience.
  5. Customers like to hear from their favorite brands via email. 49% of consumers  said that they like to receive promotional emails on a weekly basis.

5. The benefits of email marketing for your business

Email marketing is a highly effective strategy for promoting your products or services. It builds brand awareness while educating prospects about your offerings. It can help you:

  • Generate leads.
  • Drive high-quality traffic to your website.
  • Nurture relationships with subscribers.
  • Build trust and credibility with your audience.
  • Progress prospects along the sales funnel to increase conversion rates.
  • Stay top of mind and keep your audience engaged.
  • Communicate with existing customers to cultivate loyalty, increase retention rates, and generate recurring sales.

Email marketing is also an indispensable component in any content marketing strategy as it offers an effective channel to distribute your content and drive high-quality organic traffic to your website. On the more transactional side, an abandoned cart email series can increase conversion rate by as much as 69%.

Moreover, email tools can be integrated with many other marketing technologies to improve results. For instance, you can increase open rates by 50% with personalization technologies. Or, you can boost engagement with interactive emails—something like adding videos to emails can increase click rates by 300%.

6. Email marketing services and automation tools

Email marketing services provide the tools you need to capture leads, manage subscribers, and send out email campaigns. Meanwhile, email automation tools make it possible to set up workflows and sequences that can be triggered by subscribers’ interactions with your brand (e.g., leaving items in the cart, clicking on product links).

While most email marketing services offer some level of automation capabilities, an email automation tool has more robust features and integrates with applications such as your CRM system or e-commerce platform to help you streamline workflow.

If setting up your email platform sounds intimidating, don’t worry. You can hire a marketing freelancer who’s up-to-date with the latest technologies to help you set up your email service and automation sequence cost-effectively.

Find the right email marketing service for your business

With the right email marketing service, you can distribute the right content to the right people at the right time, and set up your campaigns to optimize your marketing ROI. Here are some of the most popular email service providers, as well as their pros and cons to help you make the best choice for your business:

1. Constant Contact

Constant Contact has long been an industry leader in email marketing. It’s popular among small businesses and large corporations alike.

Pros: 

  • Easy-to-use tools with pre-built and mobile-optimized templates.
  • Real-time results tracking for your campaigns.
  • Integration with many platforms, such as Salesforce, Shopify, Eventbrite, WordPress, QuickBooks, Gmail, and more.

Cons:

  • The user interface is cumbersome and not intuitive at times.
  • The reporting feature lacks customizability.
  • Customer support is sometimes slow.

2. AWeber

Used by many entrepreneurs and small businesses, AWeber has been around for 20 years and offers reliable and affordable services.

Pros:

  • Simple pricing structure based on the number of subscribers.
  • Sales tracking feature included as part of the reporting tool.
  • An industry leader in email deliverability rates.

Cons:

  • Pricing can get high as the number of subscribers grows.
  • Lacks some advanced features offered by its competitors, such as more complex automation or spam testing.
  • Some of the email templates look outdated.

3. Campaign Monitor

With over 250,000 customers worldwide, Campaign Monitor supports customers in a variety of industries including media companies, tech giants, and nonprofits.

Pros:

  • Easy-to-use and mobile-optimized templates.
  • Dynamic reporting offers different ways to pull your data.
  • Live Map Reporting show users’ locations and interactions with your content.

Cons:

  • Workflows and automation are not the most advanced.
  • The domain verification process is cumbersome.
  • Limited design, editing, and customization options for the templates.

4. Mailchimp

Popular among startups, Mailchimp offers flexible, scalable, and affordable email service with a brand voice that makes you smile.

Pros:

  • Free plan available for accounts with under 2,000 subscribers.
  • Templates designed specifically for the goal of each email.
  • Award-winning customer service, as well as extensive knowledge base and tutorials.

Cons:

  • Subscription plans can get expensive as your list grows.
  • Limited email automation options.
  • Cumbersome process for updating the customer database.

5. MailerLite

A relative newcomer, MailerLite offers the essentials including automation tools, landing pages, pop-ups, and surveys at an affordable price.

Pros:

  • Easy-to-use drag-and-drop editor.
  • Free plan available for accounts with up to 1,000 subscribers.
  • Essential email marketing features including list segmentation, personalization, and A/B testing.

Cons:

  • Occasional deliverability issues for some accounts.
  • Limited advanced features.
  • The domain approval process can be lengthy and frustrating.

Automating your email marketing 

Email automation tools help you scale up your email marketing strategy cost-effectively. Email automation helps you communicate with site visitors who take specific actions on your site, without you having to do this manually. A good example is sending an abandoned cart email to follow up with prospects who left your site without making a purchase. 

With email automation, you can deliver a consistent customer experience, streamline your marketing processes, and move prospects through your sales funnel with ease. Here  are some of the most popular email automation tools, as well as their pros and cons:

1. Hubspot

One of the most well-known marketing automation software, Hubspot is known for its advanced inbound marketing capabilities. It also offers a 90% discount for startups.

Pros:

  • A visual editor that creates sophisticated and customizable workflows.
  • Ability to manage complex campaigns with multiple touchpoints throughout the customer journey. 
  • Exceptional customer support and educational resources.

Cons:

  • Expensive plans make it less appealing to small businesses.
  • Somewhat limited integration with other platforms.
  • Template designs are hard to customize.

2. GetResponse

A powerful and affordable marketing automation solution, GetResponse is used by over 350,000 small businesses and large organizations across the globe.

Pros:

  • A wide variety of workflows, such as lead capture, abandoned cart, and user engagement.
  • Advanced segmentation and lead scoring functions.
  • Top choice for e-commerce sites as it provides insights into customers’ buying habits and browsing behaviors. It can also automatically recommend relevant products.

Cons:

  • Some users find the analytics and reporting confusing.
  • Poor customer support reported by some users.
  • Limited capability to edit and customize templates.

3. OptinMonster

Instead of all-inclusive marketing automation, OptinMonster focuses on lead generation and customer acquisition.

Pros:

  • Quickly create high-converting landing pages and pop-ups for your website.
  • Automated campaigns can be created based on website visitors’ behaviors.
  • An affordable add-on to existing email and CRM solutions.

Cons:

  • Reporting and analytics are not included.
  • Limited features and no email or CRM functionalities.
  • API integrations can be cumbersome at times.

4. ConvertKit

Touted as one of the simplest marketing automation solutions, ConvertKit is a beginner-friendly option that creates powerful automation funnels.

Pros:

  • Easy-to-use visual editor and pre-built automation sequences.
  • Automation funnels can be set up based on each subscriber’s action.
  • Customer support plus extensive documentation and tutorials.

Cons:

  • Limited A/B testing capabilities.
  • Lack of template customization options.
  • The test email feature is only available for broadcast but not autoresponders.

5. ActiveCampaign

Used by over 90,000 companies, ActiveCampaign is an all-in-one marketing automation tool favored by small businesses.

Pros: 

  • One of the best drag-and-drop visual automation builders.
  • Site tracking, event tracking, attribution, split actions, and automation all in one place.
  • Upgrade available for advanced functions such as customer attribution, path-to-purchase, split automation, and machine learning capabilities (e.g., predictive sending or predictive content).

Cons:

  • Some key features are only available for high-priced plans.
  • The user interface can be confusing at times.
  • Limited form and email template designs.

6. Pardot

Offered by Salesforce—one of the most reputable CRM solutions—Pardot is specifically designed for B2B marketing organizations. It has robust AI-powered features for running data-driven campaigns.

Pros:

  • Powerful and flexible visual builder for designing an end-to-end funnel.
  • Detail analytics, including insightful ROI reporting.
  • Streamlined lead management, smart lead generation, email marketing, and sales integration.

Cons:

  • High monthly subscription fee.
  • The email builder and list management functions are more cumbersome than some other tools.
  • Limited customization for the reporting features.

7. Five elements of an effective email marketing strategy

Although far from being a new channel, email marketing has evolved over the years. To get the highest ROI from your email campaigns, you need to implement an effective strategy that addresses market trends and consumer expectations. Here are five elements you should incorporate into your email marketing strategy:

1. Personalized content

Personalized emails can deliver transaction rates that are six times higher than generic ones and generate a $20 return for every dollar invested. In addition, marketers see an average increase of 20% in sales with personalization while 59% of customers say it influences their purchasing decisions.

To effectively deliver personalized content, use a customer data management (CDM) platform to create 360-degree profiles of your prospects and use the information, such as purchasing history, preferences, location, and other demographic data to deliver the most relevant content and offers to your subscribers.

2. Audience segmentation

Segmentation allows you to deliver targeted information to different groups of subscribers. It’s found to increase open rates by 39%, revenue by 24%, and the number of sales leads by 24%.

There are many ways to segment your list based on your target market and the nature of your products or services. For example, if you’re a B2B marketer, you may segment the audience by company size, industry, the products they’re interested in, or customer lifecycle stages. Most email marketing and CRM tools offer robust segmentation functionalities based on customer data as well as a subscriber’s subsequent interactions with your content.

3. Mobile optimization

61% of all emails are opened on mobile devices. If your emails aren’t mobile-optimized, recipients will likely get frustrated, form a negative impression about your brand, or even unsubscribe from your list. In addition, revenue per email on mobile devices is four times higher than on desktop while 55% of smartphone users have made at least one purchase from a mobile promotional email.

To make your emails mobile-friendly, use a mobile-optimized template from your email service. Keep the subject line and pre-header short so they’re not truncated when viewed on mobile devices. Also, make sure your call-to-action (CTA) is big, bold, and easy-to-click.

4. Split testing

The only way to know for sure what works for your business and audience is to test the many different elements in an email. While the subject line is a common cause for low open or conversion rates, don’t stop there. You should also test the messaging, CTA, design, personalization, landing page, plain text vs. HTML, email length, and sender name.

The good news is that most email service providers offer easy-to-use A/B testing features. In most cases, you should only test one change at a time to understand the impact of each element.

5. Automated sequences

Automated workflows allow you to send emails based on each subscriber’s interaction with your brand. Compared to traditional emails, such relevant content has 95% higher open rates and twice the average click-through rate (CTR). Not to mention, trigger-based email campaigns can yield four times more revenue and 18 times greater profits.

There are many types of triggers or actions you can use to automate your email campaigns. The most common types are  welcome emails, thank you emails, abandoned cart emails, and transactional emails (like order confirmation.) 

In addition, you can explore other kinds such as:

  • An activation campaign, like getting users to use an app
  • A “win-back” campaign where you check in on lapsed customers
  • A “surprise” campaign such as delighting loyal customers with exclusive access to new products

8. How to build an email list

Now you may be wondering how to get more high-quality prospects to join your email list. The key is to create and promote a lead magnet and use an opt-in form to collect contact information. Here’s how it works:

What’s a lead magnet?

A lead magnet is something you give away for free in exchange for a prospect’s email address. Most lead magnets are digital content, so they can be immediately delivered to the prospect once they’ve submitted their email addresses. Here are some common lead magnets that are used in building an email list: 

  • eBook
  • Checklist
  • Whitepaper
  • Webinar
  • Training
  • Quizzes
  • Self-assessment

You can deliver the information in a variety of downloadable formats, such as PDFs, MP3s, or videos.

What makes an effective lead magnet?

Your lead magnet should appeal to your target audience and deliver values to help you build trust with your subscribers. Here are some characteristics of an effective lead magnet:

  • Easy to consume: Lead magnets are only effective if your subscribers use them. 
  • Actionable: Your audience can take immediate action using the tools and information you share.
  • Noticeable improvement: Your readers should be able to achieve results using the content.
  • Relevant: Your lead magnet should provide a solution to your audience’s pressing problems.
  • Instant access: Subscribers should be able to download the lead magnet as soon as they sign up for your list.

How to identify great lead magnet opportunities

What should your lead magnet be about? To attract not only a large number of subscribers but also high-quality prospects, you need to address what makes your ideal customers tick. Here are some key questions to help you identify the best opportunities:

  • What does your audience want? 
  • How can your lead magnet solve their pain points or help them achieve their goals?
  • What’s your solution that’ll solve the readers’ challenges? 
  • How do your unique selling points address their frustrations with existing solutions?
  • How can you break up your solution into digestible and actionable steps? 
  • What’s the “instant gratification” readers can get from taking action?
  • How will the content position your products and services as the best solution to your audience’s pain points? 

Identify where you can help your audience achieve an immediate win and see how they can benefit from your knowledge and insights right away. This will enable you to set a positive first impression and build trust with your lead magnet.

How to capture leads with an opt-in form

Now you have created a lead magnet that appeals to your ideal audience, what’s next? You’ll collect the contact information you need to build your email list with an opt-in form.

Your opt-in form—whether it’s on your homepage, shown as a pop-up, or presented as a standalone landing page—serves to communicate the benefit of your lead magnet so visitors will provide you with their email address in exchange for the content.

Follow these tips to create an effective opt-in form:

  • Write an enticing headline that conveys the main benefit of the lead magnet.
  • Include a brief, clear, and concise description. 
  • Use bullet points to increase the copy’s readability.
  • Add an attractive visual, such as a photo of a person looking toward the opt-in form or a rendering of the lead magnet.
  • Ask for the minimum amount of information (i.e., email and first name). Too many form fields can decrease the conversion rate.
  • Make your CTA stand out. For example, the button should be big with a contrasting color. Instead of “submit,” the copy should be action-oriented and reiterate the benefits of signing up.

Six reasons why people unsubscribe

While some people unsubscribe simply because your offerings are not a good fit, you can avoid the right prospects from leaving your list by understanding why people unsubscribe. Here are the top reasons, as well as the percentage of consumers that reported each reason:

  1. Getting too many emails (46.4%)
  2. The email looks like spam (17.2%)
  3. Irrelevant content (15%)
  4. Didn’t know that I was subscribed (9.1%)
  5. Content is not tailored to my preferences (7.2%)
  6. Too much or too little content (4.3%)

By following the strategies and best practices we discussed above, you can minimize the chances that readers unsubscribe from your list.

9. How to segment your email database

As we have discussed earlier, segmenting your list is an effective email marketing strategy that’ll help improve your results substantially. Here’s everything you need to know about email segmentation. 

What’s email list segmentation?

An email segmentation strategy divides subscribers into smaller groups based on specific criteria. It’s a personalization tactic that will help you deliver relevant content or offers to subscribers. You can divide subscribers into segments such as age, location, gender, interest, or purchase history.

The benefits of segmenting your email list

You can increase engagement and conversion while lowering the unsubscribe rate when you use list segmentation to deliver relevant, timely, and personalized content to your subscribers. As consumers expect targeted information from brands, an effective segmentation strategy can get your emails opened, read, and clicked.

For example, segmentation is found to help marketers increase conversion rates by 355% and boost revenues by as much as 781%! In addition, Hubspot’s analysis of over 100,000 emails found that the average CTR for a single email list was 12% lower than that for segmented lists.

10 ways to segment your email list

Depending on the nature of your offering and the characteristics of the audience, there are many ways to segment your list so you can deliver content at the right place and in the right time to the right people:

  1. Location: If you’re holding an in-person event, you may target only subscribers who live in the area. Or you can avoid sending promotional emails to those who live in a country that you don’t ship to.
  2. Industry: B2B marketers who work with customers in different industries can send use cases and content relevant to each sector to increase response rates.
  3. Job title: Recipients who have different roles in a company have different priorities. B2B marketers can appeal to what’s important to each audience segment to increase engagement.
  4. Company size: The number of employees in an organization is often a good indicator of its needs and budget. This information can help you promote the appropriate offerings to each recipient.
  5. Website behaviors: You can track registered visitors’ interactions with your website and send them targeted content based on their actions, such as the products they have viewed.
  6. Interest: Leveraging subscribers’ profiles, preferences, past purchases, or browsing behaviors, you can identify the product categories they’re most interested in and send relevant content.
  7. Customer lifecycle stages: Encourage prospects down the sales funnel more effectively by sending content that matches where they are in the sales funnel. For example, send educational content for those at the awareness stage and a special discount for people at the purchasing stage.
  8. Age: The recipients’ age can give you a hint on how they prefer to interact with your content or what’s important to them.
  9. Language: If you’re doing business internationally, you can segment by language preferences and then cross-reference the data with location to deliver content that will provide the highest value.
  10. Customer value: Increase retention rate and cultivate customer loyalty by sending exclusive content and promotions to subscribers who have made recurring purchases.

Keep in mind that a single prospect can belong to multiple segments, which could impact the frequency that each subscriber receives your communications.

10. Nine ways to improve your email open rates

Your email content is only effective if the recipients are opening and reading it. First, you should make sure that your emails are landing in the recipients’ inbox instead of the spam folder. Then, send your emails at the right time. Here’s what you can do to increase email open rates:

  1. Remove inactive subscribers from your list since mailbox providers’ spam filtering algorithms look at the ratio of active to inactive email accounts to determine if your emails are spam.
  2. Make sure your subscribers have opted-in to receive your emails and never add anyone to your list without permission. If too many people report your email as spam, your deliverability will be impacted.
  3. Choose a reputable email provider who does its due diligence to ensure that your emails are sent from an IP address that’s not blacklisted by mailbox providers.
  4. Use a name and email address that recipients can recognize in the  “from” field to increase the chances that they’ll interact with your content instead of reporting it as spam.
  5. Avoid using misleading subject lines just to get clicks. You may get one email opened, but this will increase the likelihood that your email will be reported as spam.
  6. Include a physical address and unsubscribe link to ensure that you’re adhering to regulations.
  7. Don’t use words that can trigger the spam filter, such as “free,” “congratulations,” “risk-free,” and “this is not spam.”
  8. Increase engagement rates by sending relevant and useful information so you can demonstrate to the email service provider that your emails aren’t spam.
  9. Send your email at the right time—that is, when the recipients are most likely to interact with your email. While every audience and every business is different, the best day tends to be Tuesday and the best time tends to be 10 a.m. However, you’ll need to track metrics for your own email list and customize it according to your findings. 

11. The elements of an highly effective email copy

Even though more marketers are incorporating images, infographics, and videos in their emails to increase engagement, copy —the actual written content—is still the focal point of marketing emails. Here’s how to write copy that engages and converts:

  • Be clear about what you want your readers to do and why they should do it.
  • Format your copy so it’s easy to scan. Use concise headlines, short paragraphs, bullet points, and a clear CTA.
  • Write conversationally and keep the flow of the content simple.
  • Make sure your copy is user-friendly. Check the readability level and get to the point.
  • Align the CTA with your copy to motivate readers to take action.

Working with a professional copywriter is a great way to ensure that you’re following the latest best practices. Email marketing experts can create compelling copy based on your marketing goals and target audience to optimize your results.

12. Email marketing best practices for 2020

To optimize your email marketing ROI, you need to stay on top of the latest market trends and consumer expectations. Here are eight best practices to follow:

  1. Build genuine connections with your audience by addressing what’s important to them and showing that you care.
  2. Use personalization technologies to customize your email campaigns so they’re relevant to the recipients.
  3. Pique curiosity, capture your audience’s attention, and keep your audience engaged with useful content presented in a format that appeals to them. This could include video, infographics, or other unique formats. 
  4. Include a clear CTA and explain what your recipients can expect when they take action. After all, if you don’t ask for their clicks, you won’t get the engagement!
  5. Craft attention-grabbing subject lines that suggest urgency, ask a question, or challenge a common notion. 
  6. Use a mobile-optimized email template and ensure that the content is mobile-friendly. Typically, you’ll want to use shorter text and limit the number of images.
  7. Double-check your work. While your email can be humorous or informal, you should still go through a rigorous process to plan the content, write the draft, and proofread the copy.
  8. Create a sense of community to make your subscribers feel like an “insider.” For instance, you can give them a sneak peek of an upcoming launch or offer exclusive deals to loyal customers. 

Main email marketing mistakes to avoid

In addition to following email marketing best practices, you also need to avoid some common pitfalls to optimize the results of your email marketing campaigns. Here are the major mistakes to avoid:

  • Skipping the welcome email that introduces your brand and set expectations.
  • Not having a clear CTA that guides your readers to take the desired action.
  • Not meeting your readers’ expectations, not delivering on your promise, or getting off-topic.
  • Using cliche and sales-heavy language.
  • Neglecting to optimize the mobile experience.
  • Relying too heavily on images as some recipients view emails with images turned off.
  • Not optimizing your website for lead capture opportunities.
  • Waiting till you have enough subscribers before sending out your campaigns.
  • Sounding generic because you don’t want to upset anyone.

13. Email marketing KPIs

To ensure that your email campaigns are meeting your marketing goals, you need to measure their effectiveness against the right email key performance indicators (KPIs). This will help you fine-tune your email marketing strategy to get the best results. Here are some key metrics to focus on:

  • Open rate: It tells you if the subject line is effective in getting the recipients to open your emails. It’s calculated by dividing the total number of opened emails by the number of delivered emails. 
  • Click-through rate (CTR): It’s a good indicator of whether the content is appealing to the audience and if the CTA aligns with your message. It’s calculated by dividing the total number of clicks by the number of delivered emails. 
  • Conversion rate: Besides the effectiveness of your email copy and CTA, the conversion rate also indicates the effectiveness of your landing page. Often tied to revenues and therefore, the ROI of your campaign, it’s the percentage of subscribers who completed a goal action (e.g., making a purchase).  
  • Click-to-open rate: With more consumers using mobile devices, this metric can help you understand how you can capture more audiences. Specific for mobile opens, it helps you understand the efficacy of your campaign on smartphones and tablets. 

Boost ROI with email marketing

Email marketing is a cost-effective way to grow your business because it allows you to reach the right audience at the right time with the right content to drive high-quality website traffic, build relationships with the audience, enhance your credibility, increase conversions, and cultivate customer loyalty.

First, you need to create a lead magnet that appeals to your target audience and capture leads using an opt-in form. Then, you should follow the latest email marketing best practices to ensure that your campaigns are delivering the most relevant content to your subscribers and progress them down the sales funnel.

Of course, don’t forget to analyze the results so you can adjust your tactics based on how your subscribers interact with the content to optimize your ROI while providing your audience with the most helpful content.

Working with the right email marketing professionals gives you access to the latest knowledge, expertise, and technologies so you can effectively implement and manage the many moving parts effectively.

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