What you need to know about email marketing and email marketing services

Digital360 on 8 June 2017

It's no secret that email marketing is an important pillar of a successful digital marketing strategy. Whether done alone or with a best-practice email marketing service, your email campaign can be the ticket to your business’s online success.

So, how exactly does email marketing work, and why should you be using it today? Let’s go back to the basics to find out how you can get started.

Why email marketing?

Is email marketing still essential in 2017? The long and the short of it: absolutely.

Email marketing campaigns bypass the setbacks other digital strategies face. For example, unpredictable social media algorithms and those potential Google penalties.

Email marketing is also cost-effective and relatively fuss-free. Of course, AdWords campaigns are highly effective for creating a quick boost in traffic – but competition can be high. Email campaigns can help you get the word out there just as quickly, but at a fraction of the price.

Different types of email campaigns

When it comes to your own email marketing strategy, one size doesn’t fit all. It depends on your goals, your target audience, and whether your market is B2B or B2C. That being said, here are some essential email campaigns for every industry, and their outcomes:

  • The welcome letter – Whether you’re a B2B or B2C, the post-sign up welcome letter is the first stepping stone in relationship building. If you’re targeting individual customers, you can share your business’s story, vision, and goals. If you're a B2B, you can ask your subscribers to set their preferences to target the content they’d like to receive.
  • The newsletter – Does your business maintain a blog or frequently publish new content? This is a great opportunity for you to compile it all into a newsletter for your subscribers. This boosts the customer value of your emails, and helps improve opens and click-throughs.
  • The promotional campaign –These are best when kept simple and more infrequent. Instead of targeting individual products, try a weekly or monthly product roundup. If you’re promoting a flash sale or special offer, keep your copy as brief as possible. Focus on call-to-action buttons to encourage those click-throughs.

How to build an email database

Building your email list is essential when kicking off your email marketing campaign. Some popular approaches include:

  • Landing page opt-in forms – An attention grabbing opt-in form on key landing pages is a must-have. Briefly state the value of your emails – your customer wants to know how subscribing benefits them.
  • Social media promotion – If you have a steady social media following, you can make a post advertising your email newsletters. By reaching out to an already engaged audience, you’ll be standing in great stead.
  • Opt-in form at checkout – If your customer is already at the checkout process, make the most of your opportunity. You can target their purchasing interests in your opt-in forms, and segment your email list accordingly.

Email marketing platforms

New email marketing platforms pop up each day. How do you know which ones to trust?

Check out these top email marketing services at a glance

 CustomisationPopular IntegrationsBasic costSupport
Aweber Limited:
Subscriber information.
Facebook, WordPress, LeadPages, PayPal, Shopify. $19 per month
(500 subscribers, unlimited emails)
Live chat, email, phone, webinars, tutorials.
Campaign Monitor Extensive:
Build-able templates, customisable HTML, logos and headers, colours and fonts, spacing.
Facebook, Salesforce CRM, Shopify, WooCommerce, Xero. $9 per month
(500 subscribers, 2,500 emails)
24/7 email and forum support. Phone support only for premier users.
MailChimp Medium:
Colours, images, buttons, custom fields.
Facebook, WordPress, Shopify, Magento, Eventbrite. Free
(Up to 2,000 subscribers, 12,000 emails)
24/7 email and live chat support.

Find out more about email marketing platforms here.

How is performance measured?

Email marketing has its own set of key performance indicators (KPIs). Here are the essential KPIs explained:

  • Conversion rate – This means the number of recipients that open your email and complete a desired action. This could be making a download, filling out a form, or making a purchase. A high conversion rate indicates that your call-to-actions are working.
  • Open rate – The percentage of emails being opened and read. If your open rate is low, it might mean you need to work on creating a more engaging subject line.
  • Click-through rate – The number of users who clicked on the links in your email. This is an important metric for tracking how engaged your subscribers are with your content.
  • List growth rate – How quickly your subscriber rate is growing. Keeping tabs on whether your list is building or shrinking helps measure your relevance in your industry, and relevance to your subscribers.

Can a digital agency help?

If you have the time to learn the skills – or a team who has the skills – going DIY with your email marketing can be a great option. It means that everyone is on board with your company goals from the get-go.

However, time is money. Beyond that – learning the best email strategies can be overwhelming, and not always the most exciting task. Reaching out to a credible digital agency might be your answer. Their email marketing service team will know the best approach to achieve your goals, while you can focus on running your business.

Looking for a digital agency in Melbourne? Chat with one of our specialists today about your email marketing strategy.