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Email Marketing

What exactly is email marketing, and how did it start?

Depending on which source you use, Ray Tomlinson sent the first email in either 1971 or 1978. This marked the start of the era of modern communication. It wasn’t a special message at all, just a series of letters and numbers that resembled a password more than a word, however, it had a profound significance.

This email travelled from one computer over to another, over a network of machines similar to today’s internet. Also, the “@” symbol for email addresses was introduced to the world by Tomlinson.

Years later the very first commercial email was sent by Gary Theurk, a Digital Equipment Corp Marketing Manager, with the message reaching an email address list. This marked the birth of email marketing. The list only had a couple of hundred people on it, but that was sufficient for Theurk to claim the title, “Father of Spam.”

These days we are bombarded with email marketing, and some of it does feel spammy, but a well-crafted message definitely can have a significant impact on your customers – along with your lead nurturing and CRM.

Email marketing helps to increase sales, promote your brand, and make connections with your audience. You can do numerous things with emails, like tell stories, share news, or sell products.

Does email really work?

If you want to sell your stuff or convey something about your brand, email marketing is among the most cost-effective methods for doing so.

A 2015 DMA study found that for each $1 spent, that email has an average $38 ROI (return on investment). Once shoppers are prepared to purchase something, they frequently search for emails sent by their favourite stores.

However, people increasingly receive more email, and it can definitely be a challenge to stand out in a crowded inbox.

How do I build an email list?

You will achieve the highest ROI, if you build an engaged subscriber list and maintain it, that is made up of individuals who want to get your messages (and who have purposely opted in). Although it takes more work upfront in your email marketing strategy to build a clean list, there are built-in tools in for example in Mailchimp to help you do this.

There are many ways to find individuals who will look forward to receiving your emails, but we have compiles a couple that will work the best.

To get an email list created:

Place a signup form on your company website. Then when people visit your website for the very first time and if they like what they are seeing, they will want to stay up to date with your brand. Get a form get created for newsletter signups and for first-time visitors install a pop-up.

Use a signup sheet. Whether you have an event that you are attending or hosting or have a brick and mortar store, any time you are surrounded by individuals who are interested in what you do, give them a place to sign up to learn more.

Drive signups via social media. So if you don’t currently have an extensive email list (or want to grow it), but you have an engaged social media following, then tap into this. Share your signup form with your followers and on your social media channels.

To add on more subscribers to your existing list:

Offer a discount or host a contest. We are huge fans of providing individuals with an incentive to subscribe to your email list – and contests definitely work. Try to offer a discount code on a first purchase or offer a prize for a new subscriber.

Make it easy to share your emails. When creating compelling, beautiful emails, individuals will be more likely to share them. For example, MailChimp provides you features (such as social media post builders and share buttons) that let you spread the word about your email list.

Build a landing page. A landing age provides several different ways to build your email list. You can use your best content and imagery on a landing page to provide people with a clear call to action to substantially increase your email sign-ups.

Email Marketing in 2020

Are you ready to take your email marketing up to the next level with the latest innovations and trends?

2019 was a very exciting year in technology due to all of the changes it has brought to email marketing. Within the next three years, it is expected there will be an estimated 4.2 billion email users. Technological advancements are creating new possibilities in email content, design and delivery.

The following are the 5 top ways to keep your email marketing impactful and relevant in the upcoming year.

1. Interactive content is here to stay.

Email marketing is not just about broadcasting messages any longer. Instead, it is all about creating an experience for subscribers.

For a while now we have known that interactive content helps to boost engagement rates by up to 70% or even more. We are now starting to see using interactive content in order to invite customers to be able to experience brands on a completely different level.

2019 is embracing this potential to an even greater degree. Expect to see dynamic design features included along with the gamification of engagement with marketers finding exciting, new ways of keeping subscribers converting and engaged.

2. Consumers emphasize connection, values, and beliefs.

Being real matters in 2019. Consumers like to see you being genuinely committed to your cause and authentic identity.

The ability of a brand to communicate its values as well as create genuine connections with consumers is going to be one of the most critical elements to determine its survival within the upcoming year with consumers placing increasing importance on the values and beliefs of a company.

More than 60% of consumers base their buying decisions now or whether a brand has the same values as they do or not. These consumers also are not fooled by catchy phrases and vague promise. They want to see you walking your talk.

Keep reading to see how your reader engagement is impacted by authenticity.

3. Everything must be optimised for mobile.

Your webpage, email, or message does not work on mobile in 2019, it doesn’t work. By the end of 2018, it was reported by Newsday that more than half of all emails were read on a mobile device. Nearly half of the emails were not explicitly formatted for mobile displays.

Mobile compatibility is mandatory now if you would like your message to have a flawless presentation. This year, aim to make sure that your content and design display properly on all devices.

4. Trigger-based email campaigns are both convenient and powerful.

For many marketers using automation in email campaigns is a true lifesaver. However, were you aware that you can exert even more control and power over automated processes using trigger-based emails?

This technology tracks the interaction of a subscriber with a site or email and then sends emails out based on this behaviour.

They will be moved into segments according to the way people interact with your emails. That is a powerful ability to streamline list management and to maintain reader relevance at the same time.

You are basically sending more effective, targeted emails and takes less time as well.

5. How to really stand out when everything these days is personalised.

Personalisation reigned supreme in 2018. It will remain a critical element of all successful email campaigns.

However, now that everything is personalised, what can you do to stand out truly?

Marketers are facing the challenge of trying to become familiar with their customers without sounding creepy or chummy. Part of trying to achieve or maintain the balance involves a continual focus on trying to humanise all of your interactions.

Wrapping up

Marketers have numerous channels that are available for reaching your audience, but given that you have limited resources and time it is essential to prioritise your efforts.

For numerous reasons discussed above, email marketing is the most effective channel by far for attracting, engaging and connecting with an audience in order to drive revenue and sales for your business.

So start taking advantage of email marketing today, and you will discover how it can help to increase your revenue and sales right away.

Anton Psak


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