What is E-mail Marketing and How to Do It?
E-mail marketing is a strategy that many companies use to do marketing. Do you know what e-mail marketing is and how to implement it?
In simple terms, this strategy means using e-mail as a marketing medium. However, it must be understood that this type is different from other types of marketing. Next, we will explain what e-mail marketing is, why it needs to be done, some strategies to be successful, and what tricks and tips need to be implemented to master it.
What is E-mail Marketing?
In 1978, the first marketing e-mail was created. This type of marketing was successful in generating a total income of 13 million dollars. This immediately makes one a prospective marketing system.
According to HubSpot, e-mail marketing is not spamming or sending greetings from old colleagues. When taken into account, e-mail marketing is the middle between the two types of e-mail.
If used correctly, e-mail marketing can help you make good relationships with consumers. However, at the same time provide information about your product.
Why is E-mail Marketing Important?
E-mail marketing, compared to other marketing systems, is a bit traditional. This type of marketing is different from social media marketing which can make people directly comment on the given product.
However, in terms of making long-term relationships with loyal customers, this technique can be said to be more appropriate. Through this technique, you can win the hearts of loyal customers and make them more loyal.
Later, when a loyal customer is loyal, he will not only read e-mails sent about a product. They will patiently wait for an e-mail from the company to arrive regarding the latest product.
E-mail marketing is important because it has the potential to acquire new customers that are greater than others. According to WBR Digital, the success of this type of new customer acquisition reached 81%, greater than social media marketing which was even only 51%.
The last thing that makes this type important is the low cost. According to a Direct Marketing Association study, if an e-mail priced at $1 is sent, there is the power to earn up to $40 in profits.
E-mail Marketing Strategy
A study says that there are 3.8 billion people who use e-mail today. There is also another research that says e-mail marketing is 40 times more efficient than Twitter and Facebook.
In fact, there is data that states that loyal consumers often buy products immediately after reading e-mails. This data shows that e-mail marketing can be one of the best marketing moves today.
However, to take advantage of this e-mail marketing, definitely need some special strategies. E-mail is different from social media platforms, so it requires a different approach.
1. Know the routines of loyal customers
Similar to other types of marketing, the first strategy is to identify the routines of potential loyal customers. Look for info on the figures of your loyal potential customers and know their desires.
If this has been done, then the right e-mail content for loyal customers can be created.
2. Define marketing goals via e-mail
First, research in your industry what the average successful marketing is from e-mail. Use that average as a basis for deciding your sales goals.
Next, you need the right e-mail usage data in order to decide on a real goal.
3. Classify users
If you already know the figure of a loyal customer and your sales goals, it's time to categorize the user or loyal customer into a specific list.
You can group them by interest, age, place of residence, and so on. They will receive a special e-mail regarding the latest product, of course which has been matched with the profile of the line.
4. Set your campaign type
While going to provide an email, first determine the type of campaign you want to drive. This campaign is related to the profile of loyal consumers from the e-mail list that you have classified. Make sure your campaign matches the profile of the loyal consumers you are targeting.
Don't forget to set the right e-mail agenda for your loyal customers. Tell your loyal customers from the start what e-mails to send and how often they will receive them.
This has the purpose of creating confidence and so that they will always remember your brand.
5. Assess and measure the results
Measure the results of e-mail marketing that has been driven. After applying the various strategies illustrated above, the measure of success should be decided immediately.
There are ways that can be done to calculate the success of e-mail marketing. This can be done by deciding on clear KPIs or using an A/B testing system.
E-mail Rules Must Meet
When starting to operate in the e-mail marketing sector, there is one thing that needs to be adhered to. These are e-mail regulations. E-mail regulations are related to the rights of loyal consumers. They need to know what the information they have provided is used for.
There are many rules that are important to note in the world of e-mail marketing. Here's his narrative.
1. CAN-SPAM Compliance
The first is CAN-SPAM Compliance. This CAN-SPAM is a summary of Controlling the-Assault of Non-Solicited Pornography and Marketing.
CAN-SPAM began to be applied in 2003. The purpose is to protect the rights of loyal consumers so that they still get related e-mails. In following this provision, the company needs to provide a lot of info.
One of them is the name and address of the company, the inclusion of a special link in the e-mail, the correct use of an e-mail account in the sender and reply fields, and writing a subject that contains the contents of the e-mail.
2. GDPR Compliance
GDPR is a summary of the General Data Protection Regulation. This e-mail regulation is predicted to build relationships between companies and loyal customers so that they will last longer.
Indeed, in this GDPR the conditions that need to be met are more severe. The language used in the e-mail should not be convoluted. The data shared in the e-mail must also be the same according to the company's business.
In addition, the data used must also be placed correctly. Companies must also include their track record. If this GDPR is fulfilled, companies can gain more confidence from loyal consumers.
Guide to Avoiding Incoming Spamming E-mails
When you use e-mail marketing, don't let the e-mail sent be seen as spamming.
When marketing e-mails made by companies are considered as spamming groups, it will disturb the relationship between companies and loyal consumers. The effectiveness of e-mail marketing that is made also cannot be measured.
Well, so that e-mail marketing that is made does not become spamming, there are ways that can be done.
First, e-mail must be whitelisted, which means it intersects with blacklist. Optimistic loyal consumers so as not to identify e-mail from your company as spamming.
Make sure that loyal customers enter your company's e-mail address into the contact list. You can give this guide at the beginning, ie after they register their e-mail and personal data.
Second, don't use a lot of sentences that are counted in spamming sentences (one of which is, "Click the following,"). This sentence will generally be easily identified by the Internet Service Provider (ISP).
Third, use the most trusted e-mail service provider. Try the e-mail service provider that is used is the e-mail service provider made by a well-known company. This will affect the level of confidence of loyal consumers.