Email marketing is a marketing strategy in which emails are sent to an opted-in list of prospects and customers.
Through email marketing, businesses can build rapport with their email subscribers, provide value and eventually turn those prospects into customers.
Email marketing is one of the oldest forms of digital marketing; the first email marketing campaign was launched in 1978 and resulted in over $13 million in sales.
Email marketing still remains a prominent marketing strategy for modern enterprises and it’s a great channel to capture, nurture and convert customers.
Email Marketing Statistics 2021
Email marketing is one of the most effective marketing mediums for businesses of all sizes.
With the rise of new marketing strategies, it can be easy to get carried away and start experimenting with each new platform.
Your marketing strategy should be data-driven; here are a few of the prominent stats regarding email marketing.
- Email marketing generates $42 for every $1 spent, providing a 4,200% ROI
- 64% of small businesses use email marketing to reach customers
- 35% of marketers send approximately 3-5 emails per week
- The average email open rate is 19.8%, the average click-through rate is 9.3% and the bounce rate is 9.4%
- Using visuals in email marketing can increase click-through rates by up to 300% percent
Benefits of Email Marketing
Email marketing is one of the lowest cost forms of marketing for businesses.
Whether you’re a one-person operation or a global brand, all you need to get started with email marketing is an email list and email service provider.
These costs stay very low even as your email list expands to thousands and tens of thousands of subscribers.
The low overhead required to run email marketing campaigns ensures you receive a high ROI for your campaigns.
Email marketing is one of the few forms of owned media available today.
If you spend years and significant capital investing in growing an audience on social media platforms, you can still lose your audience based on the discretion of those companies.
With email marketing, your email list is 100% yours.
Regardless of what happens to your business, you can rely on having a list of targeted prospects and customers that you can market and sell to under any circumstances.
Email marketing is a great way to build a targeted audience.
When an email subscriber opts in to your email list, you can ask them to provide some basic information like their name, email address, company, etc.
This allows you to get a basic understanding of your audience.
As you nurture your list with emails, you can collect more relevant information and use that to tailor your messaging.
This will allow you to segment your email subscribers based on their preferences and commonalities.
By doing this, you will be able to create targeted and personalized email campaigns that will have better conversions and ultimately more sales for your business.
Promotion of content:
Your email list serves as your core audience.
If you have any important news surrounding your business or you have some new content, you can share it with your email list and get immediate traffic.
This can also help significantly with SEO.
If you have a new SEO-optimized blog post and share it with your email list, you can start getting social shares and backlinks to your post.
This can help significantly improve the rankings of that particular post in search engines.
Brand Building/Lead Nurturing:
Email is a great medium to help guide prospects through your sales cycle.
When you have a new email subscriber, you can send them an email sequence that introduces your business and you can educate them and guide them from the awareness stage to the decision making stage of your sales cycle.
By educating your prospects, you are also building your brand and establishing trust.
If your emails provide value to your subscribers, they will be more likely to buy or consider any offer you promote in your email campaigns.
This allows you unprecedented access to your prospects because you can send a handful of emails prior to pitching any of your products or services.
Additionally, there are numerous automation options for email marketing.
As soon as you create a copy of your email sequence, you can use automation tools to personalize your emails.
This will add a personalized touch to your emails and you can use the prospect’s name, company or any other data to address them and nurture your email campaigns.
What Do You Need to Get Started With Email Marketing?
Email marketing is one of the easiest marketing channels to get started with.
All you need is an email list and an email service provider and you can start sending emails immediately.
Your email list is the backbone of your email marketing operations.
The larger your email list typically, the more impactful any email marketing strategy or campaign will be.
Your email list is typically grown through your blog or website.
When someone lands on your website or blog post and spends time, you can incentivize them to opt in to your email list and they can provide you with their information.
The quicker you can grow your email list, the faster you will start seeing results with email marketing.
Email Service Provider:
In addition to your email list, you will also need an email service provider.
This provider is typically a technology company that allows you to send emails on their platform.
The main purpose of an email provider is to help you store email addresses and send emails.
The entire goal of the email service provider is to help you maximize your email marketing campaigns and help you generate more revenue.
The more advanced email service providers will provide you with additional tools to help you maximize your campaigns like A/B testing, email segmentation, lead capture forms and more.
There are many email service providers on the market, so it’s best to demo a few of them before deciding to pay for one.
How to Grow Your Email List
Now that we’ve covered the basics of email marketing, it’s time to get started with actionable advice that you can start implementing in your business.
The first and most important step to get started with email marketing is to grow your email list.
By growing your email list, you’ll reach a certain number of subscribers where your email marketing will be impactful for your business.
Here are some of the best ways to start growing your email list today:
Get more organic traffic:
Generating more organic traffic to your website is the best way to increase the size of your email list.
With more traffic to your website, you’ll have more opportunities to capture email subscribers.
Additionally, if your site already has significant organic traffic, your efforts to capture emails will be much more effective than if you had little traffic.
You can get more organic traffic to your website by improving your SEO.
This typically means producing more content and getting more quality backlinks to your website.
The more you do this, the more domain authority your site will have and this will help significantly in ranking for content.
Although organic traffic is great, you need to make sure that you’re targeting the keywords that your audience is searching for.
Using keyword research tools like Ahrefs will help you identify low keyword difficulty keywords and you can target those in your content to get more organic traffic to your website.
Continually doing this will help you improve your traffic over time and this will exponentially increase the effectiveness of your email capturing efforts.
Create Amazing Email Content:
A vital mistake that many businesses make when trying to grow their email list is overlooking their email content.
Even if your site is bringing in millions of visitors each month and you’re converting a portion into your email list, it’s a wasted effort if you’re not retaining your subscribers.
Growth requires retaining your existing subscribers and this can be done by providing value-filled content.
To create great content for your email campaigns, you need to have an understanding of your audience’s wants and needs.
Some questions to consider when identifying your audience and their pain points include:
- Who is my target subscriber? What’s their professions, where do they live, etc.?
- What’s their largest problem and how can I create email content that helps solve their main issue?
- What is the budget size of your average email subscriber?
Asking these types of questions will help you identify your target audience and ensure your messaging is clear and effective.
Additionally, you can use infographics, videos, images and other engaging content to improve your email content.
This is a great way to stand out from the other dozens of emails that your subscribers receive every day.
A simple and effective way to capture email subscribers is to utilize popups on your website.
Popups are small windows that appear when a visitor is on your website and it usually contains an offer or a link to join an email list.
Popups are extremely effective for growing email lists because they can appear for all of the visitors on your website.
If your website is not already using popups, you are leaving thousands of email subscribers on the table.
Using a popup provider like HelloBar is a great way to maximize the effectiveness of your popups.
You can choose when a popup appears, the design of your popup, get access to A/B testing and more.
This will help you engage your website visitors and turn them into email subscribers.
To learn more about how you can start using popups to convert your visitors into customers, check out this interview with HelloBar CEO Ryan Bettercourt here.