How Can You Implement Effective Email Marketing Campaigns?
Email marketing, which is used to reach customers in your target audience directly, is a subject that those interested in digital marketing should know.
This marketing method is especially indispensable for e-commerce sites. In this article, we will answer questions such as “What is email marketing?” and “How is email marketing done?” to provide a detailed resource on the subject.
Reaching customers via email to sell products and services of any institution is called email marketing. Email marketing is used for purposes such as announcing new products, offering discounts, and winning back customers who have reached the payment stage but then left the site.
It is also possible to combine this marketing method with content marketing. Thus, carefully prepared newsletters can be shared with the target audience. This method can be used to keep the relationship between the brand and existing customers warm, as well as to acquire new potential customers.
Why Is Email Marketing Important For Businesses?
Email marketing, which is considered the best marketing channel by most business owners, is an important opportunity that businesses of all sizes can easily implement in their marketing strategies and should be taken seriously. Why?
It is more effective than social media in converting potential customers and is more likely to be seen than social media posts. Publishing a post on social media does not mean that your message will be seen by everyone you want to see it.
Also, unlike social media, email marketing does not have the disadvantage of being affected by algorithm changes, and emails have a much longer lifespan than social media posts.
How Can You Build a High-Quality Email List?
A correctly implemented email marketing strategy will help your target audience warm up to you, customers who have abandoned their carts will return, and you will make more sales.
However, a strategy implemented with the wrong methods may cause your customers to get bored with your emails. Therefore, it is important to apply the right email marketing methods.
Starting your first email marketing campaign may seem laborious. However, you can easily start your first email campaign by following the steps below! Here is what you need to do:
Before starting your scolding campaign, it will be beneficial for you to determine who you will target and the goals of your campaign. Ask yourself the following questions and take notes, keep the answers you give in mind in the following steps:
1 – What are your expectations from your email campaign? (More sales, customer satisfaction, recovering abandoned carts, etc.)
2 – Who is your business’s target audience? Can you reach this target audience with the email method?
3 – Do you have customers who may be uncomfortable receiving emails?
4 – How much budget and time can you allocate?
5 – What are the email marketing statistics in your sector? Can you reach these rates?
What Are The Best Practices For Designing Email Campaigns?
Starting to use an email tool at the very beginning of your marketing campaign will be useful in the future, even if your audience is very small at the moment.
Registering your email list in the system and starting to collect data at the very beginning of your campaign will make your job easier when your campaign grows.
Email marketing tools allow you to have many different features such as saving your customer lists, collecting data, measuring performance, developing mass email setups, and automation.
The last step you need to take before starting your marketing campaign is to prepare an automation setup for your customers.
This step will vary depending on the marketing tool you use. However, almost all of the common tools on the market have advanced automation features. It is possible to prepare various setups for your e-commerce company with the features found in many platforms.
Marketing setups allow customers to be automatically sent emails when certain conditions are met. In this way, your marketing campaign progresses automatically without you having to intervene every time.
For example, you can target customers who have added products to their product cart on your site but have not completed the purchase process and remind them that they have forgotten a product in their cart, thus increasing your sales.
How Can You Personalize Your Email Marketing?
First, you can review your target audience and your expectations from your campaign and choose an email type that suits your purpose.
If you want to regain your old customers, you can use offer emails that will provide purchase incentives. If you want to establish long-term customer relationships, newsletters can be preferred.
Now that you have decided on the email type you will use, your target audience, and your goals, you can start writing your content!
Many email marketing tools include special email templates. Thus, you can produce the type of messages you want. Of course, ready-made templates cannot replace carefully written, hand-made emails. But they can be used if you have no other option.
Consider the following recommendations when writing your email:
» Having an eye-catching and descriptive title will increase the opening rate of your emails.
» Prioritize the information or offer you need to give to your customers without making too much of a statement.
» Do not hesitate to use visuals.
» If you are offering a discount campaign, you can give your customers a link they can click to start shopping immediately.
» The first words of your title and message should quickly inform your customers about the subject.
What Is The Role Of Automation In Email Marketing?
If you don’t have anyone to send your emails to, you can’t start an email campaign. For this reason, it’s important to start building and growing an email list.
Email lists are lists where you keep information about users who interact with your brand.
Before you start compiling, storing, and using email lists, you should make sure that you comply with the rules of the Personal Data Protection Act (PDPA).
According to the rules of the PDPA, you must also obtain explicit consent from your users from whom you request personal information such as emails.
You can prepare and send special emails to your users who have read and accepted the PDPA approval text and indicated that they can be reached for marketing purposes.
In addition, by registering your company with the Message Management System (MMS), you can upload the commercial electronic message permissions you have received from your customers regarding the use of personal information about your customers to the system.
Remember that if you do not comply with the rules of the PDPA and MMS, the users you send emails to have the right to complain about you to the Ministry of Trade.
There are many different ways to receive emails from users and customers. Here are some of them:
Requesting an email address during registration. Offering a discount to new customers for signing up for your email newsletter. Requesting email information to access certain content. Placing email sign-up forms at certain points on your site. Announce your newsletter on social media.
How Can You Measure The Success Of Your Email Campaigns?
The response rates to your email campaigns provide clues about the success of your email marketing campaigns, but they can’t be directly scaled.
You can monitor the success rate of your emails by analyzing key metrics such as Click-Through Rate (CTR) and Open Rate. Many email marketing tools will calculate these metrics for you.
The click-through rate refers to the number of users who click on a link or image in your email. This number will always be less than the total number of users who open your email, because some users may open your email but quickly close it without further interaction.
The open rate is the percentage of users who open your email campaign. Emails with great open rates have short and effective subject lines.
In addition to these metrics, you can measure the progress of your emails by tracking metrics such as unsubscribe rate and bounce rate, and you can choose to adjust your emails according to your success.
What Are Some Case Studies Of Successful Email Marketing Campaigns?
If you have a small email list, you can send your messages one by one to your target audience. However, when your email list grows or you decide to implement more comprehensive email marketing campaigns, you will need an email marketing tool.
Email marketing tools allow you to send bulk emails to your customers. These tools also allow you to create email setups. In this way, you can automatically send your specially prepared messages to customers who meet certain conditions.
For example, you can automatically send a welcome email when a new user registers on your e-commerce site, or you can automatically send an email with a discount coupon to a customer who abandons their cart.
In this way, hundreds or even thousands of emails reach where they need to go without you having to deal with them individually.
These tools also automatically remove users from existing lists who no longer want to receive emails from you, allowing you to act correctly in the context of the PDPA.
Of course, as we mentioned before, you need an email marketing tool to do all of this. Here are some of the best tools to choose from:
»Sendinblue ( Brevo with its new name )
» Hubspot Email Marketing
» MailerLite
» Omnisend
» Klaviyo
How Can You Avoid Common Email Marketing Mistakes?
In email marketing mistakes, it is common to choose the same words, the same sentences, and bland language in terms of style. However, if you avoid these mistakes and develop personalized email marketing strategies, you will benefit from many advantages.
Email marketing campaigns have many different advantages. While some of these are general advantages, some are only visible in certain sectors. Some of the general advantages offered by this digital marketing technique are as follows:
Marketing campaigns using email are less costly compared to many digital marketing campaigns. It includes new users in your ecosystem. It is very useful in convincing old users to shop again. It is a highly measurable marketing technique.
For this reason, you can learn how much you benefit from it or how it can be improved with the data you receive.
It is an ideal type of marketing to reach international customers.
It is indispensable for retargeting campaigns. You can send the information you want to convey to your users very quickly.
What Are The Challenges In Email Marketing?
Email marketing has advantages as well as disadvantages. Therefore, before doing email marketing, you should know its advantages and disadvantages and determine a strategy accordingly. Here are the disadvantages of email marketing;
Emails used in email marketing can usually be obtained without the permission of the users. In such a case, users do not trust your company and do not buy products or services from you.
You should obtain the emails you will use for email marketing through legal means and with the permission of the users. The content of the email marketing to be done is very important. If you do not pay attention, the email may go to the spam box.
What Are The Future Trends In Email Marketing?
Since these types of email marketing campaigns usually end up in spam boxes, the future trend in this area is personalized email camo that is not considered spam and is far from an automatic language.
This is possible with artificial intelligence tools. We will see much more advanced versions in the future.
If the email you send regularly ends up in the spam (unwanted) mailbox instead of your users’ main general mailbox, you may need to review your email content again.
E-mails that end up in the spam box and are not opened can disrupt your e-mail marketing efforts.
The easiest way to prevent your emails from ending up in the spam box is to edit your email header. Using numbers, capital letters, excessive exclamation points, question marks and symbols in e-mail headers can cause your emails to be perceived as malicious by message boxes and automatically send your e-mail to the spam box.
See you in the next post,
Anil UZUN