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What is email marketing? Why Email Marketing Is Important? Benifits of Email Marketing

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Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business’s products or services.

It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts. It can also play a pivotal role in your marketing strategy with lead generation, brand awareness, building relationships or keeping customers engaged between purchases through different types of marketing emails.

Why email marketing is important

Accessibility

Email is accessible to all age groups. It opens the door to a wide range of audiences even the least digitally-savvy among us.

We might live in the digital age but not everyone is that comfortable using the internet. However, most people do know how to check their email. This makes it the most mainstream form of marketing.

Affordability

Email marketing is extremely cost-effective. Most email marketing tools offer pricing packages to suit all budgets. In reality, the barrier to entry has never been so low.

Many email tools Sendinblue included offer free plans without any commitment. These are ideal for first time email marketers who want to get a hang of the software before purchasing. With nothing to lose, there’s no excuse not to give it a go

Advantages of email marketing

Email has become such a popular marketing tool for businesses partly because it forces the user to take some kind of action; an email will sit in the inbox until it’s read, deleted, or archived. But email is also one of the most cost-effective tools available, too. In fact, a 2015 study by the U.K.-based Direct Marketing Association (DMA) found that for every $1 spent, email has an average return on investment (ROI) of $38.

Email marketing can help you build a relationship with your audience while also driving traffic to your blog, social media, or anywhere else you’d like folks to visit.

You can even segment your emails and target users by demographic so you’re only sending people the messages they want to see most. Here are some email marketing campaign tips to get started.

Email marketing also allows you to run A/B tests of a subject line or call to action to identify the best performing message by using email marketing software that can also be configured to easily send out emails. Check out Mailchimp's email templates to see more of what you can do with email marketing.

How does email marketing work? Introducing ESPs

Businesses use what’s known as an Email Service Provider (ESP) to send marketing emails.

An Email Service Provider is software that sends and manages email marketing campaigns.

It’s also referred to as an email marketing platform, email marketing tool, email marketing service, or email marketing software.Now you might be wondering, can’t I just send marketing emails with my regular inbox provider? Do I really need to pay for this additional email service?

Technically, it’s possible . And Also You Have to Pay for This Service As well As.

Internet Service Providers (ISPs) like Gmail, Outlook, Yahoo, etc. are designed for personal use not for email blasts. So when mass email is sent from an ISP, it’s easily flagged by spam filters and your account can be disabled for suspicious activity.

ESPs on the other hand have the necessary infrastructure in place to ensure email deliverability — the ability to land emails in the inbox. If you want to set yourself up for email marketing success from day one, get yourself a dedicated email marketing service.

Tips for building your email marketing list

But how do you build an audience of people to send email to as part of your internet marketing efforts in the first place? There are a few ways, and all of them have to do with treating your customers right, taking into consideration marketing best practices.

Don’t buy email lists. Many email marketing companies (including Mailchimp) have a strict, permission-based policy when it comes to email addresses, which means that sending to purchased lists is prohibited. Instead, concentrate on encouraging folks to opt into receiving messages from you by using lead magnets. You could offer a discount on your customers' first orders when they sign up for your email list via a custom signup form. Or maybe you can offer new subscribers free shipping on their next order—or give them a chance to win a prize when they join your list. Here are some more tips to help you build an email list.

Be aware of national (and international) email regulations. Make sure you adhere to any legal requirements and applicable laws in your area when sending automated emails, like the CAN-SPAM Act in the United States, the Canadian Anti-Spam Law (CASL), or the General Data Protection Regulation (GDPR) in the European Union for the treatment of personal information. The regulations are based on both your location and the location of your subscribers, and it’s your responsibility to know which laws apply to you. Here's more advice on avoiding email spam filters.

Use email to have a conversation with your customers. Email is a great marketing tool, but it can help your business in other ways, too. Consider taking the occasional break from your regular marketing content to send out surveys, tell you customers how much you appreciate them after buying from you, following up after an abandoned cart, or just say hello. Not only does it give your audience a chance to provide you with valuable feedback, but it also allows them to get more insight into the person behind the business.

Only send when you really need to. Once someone has trusted you with their email address, don’t abuse that trust. Flooding your audience’s inbox with superfluous emails will cause them to lose interest or unsubscribe entirely. Focus on sending them relevant, engaging messages about the stuff they like, and they'll be loyal for a long time to come.

See how Mailchimp's free email marketing tools compare to the competition.