There are various ways of reaching out to and communicating with your target audience and client base. It is crucial that you have a well-designed, frequently updated website that your audience can visit for information, an effective and engaging content marketing campaign for them to read and learn from, and an active social media presence they can interact with. However, sometimes you will need to communicate with your audience more directly. At times like this, it is important to have an email marketing campaign.
An email marketing campaign involves sending out a mass email message to your current customers as well as anyone else who has interacted with your brand, such as people who have registered on your site or provided their email for your mailing list.
When Should You Engage In Email Marketing?
Because it is a direct form of communication, and in some ways a lot more intrusive than other online marketing campaigns.
You are sending a message to your customers directly, right into their personal inbox.
You are reaching out to them, unlike on social media or blog posts, where you are allowing your readers to reach out to you. As such, you should consider whether the communication is important, and directed enough, to warrant an email.
While email marketing is a vital tool when it comes to both acquiring and retaining customers, as people become bombarded with more and more email, you also don’t want your carefully crafted messages to wind up in someone’s spam mailbox. The average overall open rate of email marketing messages is 20%, while the click-through rate is a mere 5%. You want to be sure that your messages are appealing, targeting and engaging enough that your audience will not only open them, but want to click through for more information.
Types of Email Marketing
Email marketing can essentially be divided into two primary types:
These email messages are usually sent out on a set schedule, such as weekly or monthly, and serve as a catch-all for various important information you want to communicate to your clients. Most newsletters include information like special offers and promotions, updates on new products and improved services, new partnerships and initiatives.
- Direct Emails
These emails are much more pointed and specifically targeted, and so tend to be more appealing to readers. These emails may include special promotions that are only available to a specific group of your target audience, such repeat customers. It is a much more direct way to engage your audience and strengthen relationships.
A Third Type: Transactional Emails
The third type of email contact that your audience is likely to receive from you are transactional emails. These are the emails that are generated because a client has interacted with your brand in some way, such as a sale. These emails have a much higher open rate – up to 36.6%. As such, they present a golden opportunity for you to communicate important information, promotions and deals to your target audience. With email marketing, the key is to turn every point of contact, especially with email, into a marketing opportunity.