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Sending Email: Why is Email Marketing Essential
Apr 20, 2020
Email has been around since forever and it is still one of the most practical methods to connect and communicate with people. Did you know that at least 99% of consumers1 check their email on a daily basis? That is why email marketing is important for building relationships with your prospects, leads, current and past customers.
Why is Email Marketing Essential?
Email marketing is a digital marketing strategy of reaching a prospect or customer by e-mail to convert:
- Potential leads or prospects into customers; AND/OR
- First-time buyers into regular / repeat / loyal customers.
When it comes to customer interaction, email is the Holy Grail of marketing communication. That’s because done right, it produces phenomenal results. In fact, the ROI for email marketing can be as high as 4400%. That’s $44 for every dollar spent on an email marketing campaign.2
The answer to achieve the best results (conversions) from email marketing is to have an effective email campaign.
How do you decide whether email marketing is right for you? You may be wondering how sending mass emails to a list of email addresses can be relevant today given the rise of unsolicited spam mail (which is not a good thing).
An effective email marketing campaign works best when you have the correct audience, which is your email list of targeted prospects or leads. These are the people who have expressed interest in your products or offerings; by opting in to receive e-mail updates from you, and would likely open your email to read its contents.
How to Grow Your List
You can collect these email addresses by placing opt-in email subscription forms on your website or landing page. However, it is rather ineffective if we simply add these forms to invite visitors to sign up.
Most consumers would expect to get something of value to them in return for signing up. You can attract them to submit their email address in exchange for a reward. This is also known as a Lead Magnet.3
Some examples of Lead Magnets that you can offer are:
- Discount Codes / Coupons
- Guides, tips or resources
- Free trials, free gifts or samples
- Quizzes or self-assessments
Talk to us for more ideas and possibilities of lead magnets that we can implement for your website.
For further reading and tips on how to build your list, check out this article: Email Marketing: Your Definitive Guide to List Building.
Email Marketing Services
Before we are able to send any emails to our list, we must first have an email marketing service. The email data from opt-in form submissions will be collected by the email marketing service provider, which will then enable you to send emails to your list.
There are several email providers that support email marketing services. Some of the popular email marketing service providers today are Klaviyo, Constant Contact, SmartrMail, SendinBlue, Drip, AWeber, Mailchimp and many more. We provide recommendations based on your needs, such as the frequency/ number of emails sent per month. Some of these email services allow you to manage your email list and segment / group emails by category -- such as customers, leads, purchase activity/ history, location or sign up source (e.g. from an event or trade show).
Another important point to note is to avoid spam filters. Make sure that your recipients have actually given permission to receive newsletters or have opted in to your list. Email campaigns should be sent from a clean IP and verified domain so that your email does not end up in the spam folder. Make your emails easy to read and interesting. Avoid writing email content that sound like spam.
Great News For Shopify Merchants
We are excited to introduce Shopify Email, an email marketing service that let's you create email campaigns directly from your Shopify dashboard. Shopify Email will be rolled out stage by stage and is completely FREE TO USE until October 1, 2020.4
Introducing Shopify Email
We are still exploring its features and can't wait to test out its capabilities as an email marketing service. If you want to be the first to try out Shopify Email, contact us today to get started.
Stay tuned for more updates!
1. Is Email Marketing Dead? Statistics Say: Not a Chance. - February 8, 2020.
2. How Do You Calculate Email Marketing ROI? - Campaign Monitor
3. Email Marketing Made Simple: A Step by Step Guide [+ Examples] - OptinMonster
4. Shopify Email Is Rolling Out Now and Completely Free Until October 1, 2020 - April 15, 2020.