In this article you will learn
- What is Email Marketing?
- Metrics in Email Marketing
- How to building an email list?
- Best practices to avoid spam
- Email Marketing Softwares
- Email Automation
- New Technologies in Email marketing
What is email marketing?
According to the Wikipedia, “Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.”
Metrics in email marketing
Email marketing metrics are different in other digital marketing platforms like Google Adwords or Facebook advertising. In email marketing, we find
- open rate
- click rate
- bounce rate (hard bounce and soft bounce),
- deliverability rate
- business metrics (sales)
Open rate means how many people opened your email. For instance, you sent one email campaign to 1000 subscribers, emails delivered to 970 subscribers. 200 people opened your email. (200/970)*100 is your open rate. out of these 200 people assume that 100 people clicked the link in your email (100/970)*100 is your click rate for the campaign. open rate and click rate are the important metrics in email marketing. Business metrics means if sales happen through email campaign, we can consider it as business metric. Marketers say that money is in the list.
How to building an email list?
Building email list takes some time for any business. I recommend you to build your own email list for your business and blog for the growth of your business. You can build your own email list by your newsletter, opt-in form in your blog, giving ethical bribe like e-books or free courses, FREE sign ups, etc.,
Best practices to avoid spam
- Use custom email for email marketing campaigns. ex: email@example.com
- Verify your domain with DKIM and SPF records in your domain DNS
- Don’t procure emails from any vendor, this may hurt your entire email marketing area for your business
Email Marketing Softwares
We have many email marketing softwares and solutions in the market. I recommend you to choose the email marketing software as per your business needs and budget. If you are the beginner and want to learn email marketing by your own, then sign up for the free trial of Mailchimp email marketing software and explore it. I use Mailerlite for my email marketing. Other top email marketing softwares in the market are Drip, Aweber, Active campaign, etc.,
Email Automation is the one area that I observe many businesses are not using or leveraging. Email automation is creating the workflows for your business and automating the emails based on the subscriber activity. For instance, if any customer on-boards for your solution, your customer receives emails every day with your resources on how to use your solution. you need not to send emails manually to the each customer. Email automation is the key element in Marketing automation. Similar to emails, you can also do SMS automation if you need. Marketing automations softwares have this kind of features in their SaaS products.
New Technologies in Email marketing
Recently I read about AMP for email, this is to improve the user experience in gmail. gmail user need not to go to the website to take action like booking hotel rooms or flight tickets. These are the dynamic emails. OYO, Booking.com, Pinterest, redbus and other organisations are already using this AMP for email technology.
If you have a query on email marketing, leave a comment below, I will answer with best of my knowledge.
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One of the top 5 digital marketing bloggers in India. Graduated from Vanguard Business School and working as a Digital Marketing Manager now. Interested in Digital Marketing, Technology & Marketing Automation. He does blogging (video & articles) in Telugu language