What is email marketing?
Email marketing is when your brand communicates with your customers via email. It could be a simple promotional message, a weekly newsletter or a lead-nurturing email. It helps build the relationship between your brand and your customers, with the ultimate goal of increasing customer loyalty, driving sales and reducing churn.
It’s also a cost-effective and convenient way to reach customers who already have a connection with your brand. They can provide you with valuable data about what your customers like and dislike, and what they’re more likely to engage with.
There’s both a right and a wrong way to go about email marketing. The wrong way would be to buy a list of emails and send a blanket email to all of them – a surefire way of landing in someone’s junk folder. Even if you have a list of customers who have opted in to receive emails from you, you still need to avoid sending out emails en masse. Not all of your customers will be after the same thing, so why would they respond positively.
The right way to do email marketing is through personalised, compliant and high quality communication that resonates with your customers. If you ensure you do that, you’re halfway towards creating an effective email marketing strategy.