Email marketing is an underrated marketing strategy, however, it is still a very popular method of marketing as 79% of marketers include email in their top 3 channels.

What Is Email Marketing?

Email marketing is sending targeted messages to subscribers, showcasing products, informing them of services or sharing educational resources, this can lead to increased brand awareness and sales.

The evolution of email marketing has spanned over 40 years from simple text-focused messages to visual and interactive designs which captivate subscriber’s attention.

There are a vast amount of different types of marketing emails but here are just a few of the most common: 

• Transactional emails

• Welcome emails

• Promotional emails

• Milestone emails

• Newsletter emails

• Survey emails

• Lead nurturing emails

What is the difference between email flows and campaigns?

Email flows are an automated series of emails which will be sent to a subscriber based on the type of trigger used, for example, a series of abandoned cart emails is an email flow. Email campaigns are individual emails scheduled to be sent on a specific date and time, for example, an email campaign can be a seasonal sale promotion for black Friday.

The Benefits Of Email Marketing

Cost-effective

Using email marketing to reach a wider audience at a low cost has never been easier, with the cost per (potential) conversion being so low it is a cost-effective strategy to implement. On the other hand email marketing may be affordable but it can be very time-consuming. There are multiple tasks to be completed for each campaign or flow such as writing, scheduling, sending and dealing with customer’s queries.

Reach customers in real-time

Email marketing allows you to reach customers in real time, which is why it is a key marketing channel. Mobile devices are the gateway to reaching your subscribers in real time as more and more people are using mobile devices in their day-to-day lives. According to Hubspot, 55% of emails were opened on mobile devices in 2023.

Easy to measure

The ability to easily measure results within marketing campaigns is key to allowing improvement and development. Most email marketing platforms offer tools to track open, click and conversion rates along with many other metrics. These metrics can help you visually see what resonates best with your subscriber base.

Personalisation

Giving your customers personalised content is a brilliant way to build a relationship with them. Email marketing is an easy way to gather personal data from their first name to their birthday, this information can be used at a later date to send personalised campaigns or flows. Another way to personalise content is using event data such as a purchase, which can be later used in a post-purchase email to follow up about the product and the customer service they received.

Brand awareness

Email marketing is the optimal channel for continuing your communication with a customer after a purchase. Following up with educational content about their purchase can continue to develop the relationship as it builds trust and therefore loyalty.

In a nutshell, email marketing is an effective marketing channel as it is cost-effective, reaches customers in real-time, is easy to measure, uses personalisation and increases brand awareness.

Are you looking to enhance your email marketing strategy? Get in touch with mira marketing today, we are experts in email marketing and are excited to help you and your business.