With email marketing, you can do miracles. If you're relatively new to this scene, it's important to understand the basics, e.g. B. Why email marketing matters, what benefits it offers, and how to get started. Get started with our beginner's email marketing guide!
Table of Contents
What is Email Marketing?
Email marketing uses email to build relationships with your audience. With a proper flow of communication for email marketing, you can send relevant information and turn potential customers into customers.
People interested in your product or service can join your email list and learn everything they need to know about email marketing communications to help them make an informed purchase.
When you create your email list with your target audience – people who can benefit from your products or services – you can be sure that email marketing will become a significant revenue stream for your business.
Email marketing was used long before the World Wide Web, making email marketing the first online marketing channel. Email marketing has been around for a long time and continues to be a leader in ROI.
What are the 11 main advantages of email marketing?
These are 11 of the key benefits that make email marketing the perfect choice for your digital marketing efforts.
1. Low costs
Let's start with the most important aspect – How much does email marketing cost?
To run professional email marketing campaigns, all you need is a basic strategy and the right tool to test different tactics.
Professional email marketing software like GetResponse offers various plans based on the size of your email marketing list (number of subscribers).
Basic Plans start at just $ 15 a month and offer key features such as:
Email MarketingAuthor Marketing Marketing Landing PagesFacebook Adssales Funnel List Building Funnel
You can also import and expand your email list up to 1,000 contacts to whom you can send an unlimited number of messages.
Email marketing services are perfectly scalable. You can use a baseline to start building your contact list and selling your products, and upgrade to more advanced plans as your online sales grow.
You can also try GetResponse for free for 30 days without having to provide your credit card information.
2. Full control
You have full control over all aspects of email marketing communication.
Design your assets (e.g. web forms, emails, and landing pages) and decide what type of email campaigns you want to run in your email list to target your contacts for better personalization. Create marketing automation workflows based on your business goals
Plan your communications carefully to reflect your brand identity and stand out from other companies in your customers' inboxes.
If you are organizing your list, ask users to confirm their subscription. This way you know that your contacts want to receive emails from your brand. This means that you send emails to people who are really interested in your offer. Such an email list is considered high quality and is likely to lead to better business results.
You can track statistics and monitor the results of your campaigns. Based on the information collected, you can make small changes (e.g. design, copy, structure or workflow) and optimize your email marketing program.
4. Ease of use
Creating email marketing campaigns is easy. You can design your email templates, landing pages and workflows for marketing automation with intuitive drag and drop editors. The new GetResponse Email Creator is just one example.
You can track performance and edit all assets to increase the overall impact.
Send emails with confidence. Get this free guide and run email marketing campaigns that generate results.
5. The preferred marketing medium
According to the DMA, most people prefer to be contacted by companies via email rather than through other channels.
The results of the survey are absolutely sensible, since well-designed email marketing campaigns are relevant and not intrusive. Emails are waiting in the inbox and subscribers decide when it is the right time to open and read an email.
30+ best email marketing campaigns
6. You can reach users of mobile devices
The percentage of email opened on mobile devices continues to grow. According to GetResponse Email Marketing benchmarks, desktop openings account for 45.69% of all email openings, followed by cellphone openings at 34.31% and webmail openings at 20%.
This means that you can reach your customers and influence their buying decisions wherever they are. You can also integrate your online and offline marketing, e.g. by collecting e-mail addresses at events or when shopping in a stationary place.
7. E-mail is a separate medium
Traditionally, the digital marketing strategy is divided into paid, earned and own media. Email falls into the category of your own media. This means that your company has full control over this online marketing channel.
In fact, over time, your email list will become your biggest online marketing asset: a huge database of people who want to hear about your brand.
If you use a professional email marketing tool, your emails will reach everyone on your email list, as opposed to e.g. social media where you can't control your organic reach. For this reason, too many investments are made in social media to build a house on rented land.
8. Targeted and personalized communication
You can collect relevant information from your contacts during the subscription process and use it to tailor communication to their needs and preferences. Based on the data, you can create segments of people who have common characteristics.
Your subscribers will remain on your list as long as they see value in your communications. Therefore, over time, you can create a huge email list that brings impressive earnings.
Read the following blog about 9 super easy ways to personalize your emails.
9. Easy to measure results
You can take full control of your email marketing efforts by integrating your email marketing platform with online analytics tools like Google Analytics.
You can control the performance of individual emails in the statistics section of your email marketing tool, and then track user behavior on your website. You can set goals for individual campaigns, track conversions, and measure ROI.
Setting up Google Analytics to track email list signups
Using UTMs and optimizing your email campaigns with Google Analytics
10. Fully automatic
Marketing automation enables you to create custom workflows for your email marketing campaigns. You can easily create any type of campaign using a drag-and-drop editor to program the communication flow with the available conditions, actions and filters.
11. Excellent return on investment
Email marketing continues to generate the highest return on investment of any online marketing channel. This results from all of the above factors. If you do and measure your email marketing activities properly, they will become a proven source of income for your business. Here's the data-driven answer to why email remains the best marketing channel.
What is the average email marketing ROI?
According to a 2018 study by Litmus, the average return on investment from email marketing is 38: 1. Statistically, you get $ 38 in return if you put $ 1 in your email – invest in marketing activities.
Of course, this is not a fixed number – it is an average. The return on your investment in your company depends on several factors, including: E.g .: 
Size and quality of your email list content relevant design and copy call to action (is it clear and convincing?)
It is helpful if you follow the best practices for email marketing.
One of the biggest advantages of email marketing is that you can track performance and present data to prove ROI.
How is email marketing ROI measured?
It's easy to calculate the return on investment in your email marketing activities. All you have to do is keep track of total earnings and divide by total spending.
Here's an example: Let's say you generated $ 100 in revenue and invested $ 30 in the campaign. You measure your campaign ROI as follows:
Total sales: $ 100 – $ 30 = $ 70
Total spending: $ 30
ROI: ($ 70 ÷ $ 30) * 100 = 233%
This is an easy way to prove your success and get more budget for future campaigns.
Watch out for these 10 email marketing myths that kill your ROI.
Why is email marketing important for my company?
As a business owner, you can communicate with your audience on their journey from a subscriber to a loyal customer. Read this blog if you want to learn how to use email marketing for e-commerce.
You can use email marketing at all stages of the buyer's journey:
Use web forms and landing pages to reach your audience and invite them to subscribe to your email list. Create a drip campaign to showcase your brand and solutions.
A simple marketing automation workflow that can send emails to new contacts and assign them a tag
Become one of the brands shortlisted by your potential customers. If you use email marketing correctly, you will eventually become a top brand in your industry.
An email from UncommonGoods with entertaining product categories
Explain why your product or solution is perfect for your needs. Your customers will research your offer and compare it with the competition. Use an impressive email marketing campaign to convince them that they have finally found what they were looking for.
A fragment of an email from American Giant promoting their product as the best fall choice
At this point your customers know their needs and your product and have already compared it to the competition. Convince them that now is the right time to buy.
A fragment of a Barnes & Noble email with an incentive to buy
Your email marketer job does not end at the time of purchase. You need to stay in touch with your customers and check whether your product or service meets their expectations.
Remember that happy customers are likely to shop from you again and recommend your brand to others.
An email from Nokia asking about the purchase
What are the most important success factors for email marketing?
To be successful in email marketing, you need three things: strategy, tactics, and tools. These elements allow you to run email marketing campaigns that bring results.
What is an email marketing strategy?
Put simply, the email marketing strategy is the big picture that shows the long-term vision and future direction of your email marketing activities. Although many companies work without a strategy, it is crucial to have one if you want to be successful.
Why do you need an email marketing strategy?
Dr. Dave Chaffey says:
“You need a strategy for your email marketing and your marketing automation. Driving prospects into the funnel is no accident. (…) You need a planned project to map the various potential customer contact points and when you may be able to send emails and then incorporate them. "
How do I create a basic email marketing strategy?
Developing a basic email marketing strategy doesn't have to be complicated. (Actually, it shouldn't be.) You don't have to cover everything at once – you can add more areas and details over time.
Your email marketing strategy should cover the following areas:
Important long-term goals
Decide what you want to achieve with your email marketing in the long term. Your goals should be business-related and measurable. Here are some examples:
Increase the number of subscribers by 20% by the end of the year. Increase the relevance of email marketing, expressed by a 5% higher opening rate, and collect meaningful information about subscribers to improve segmentation. Increase ROI from advertising campaigns by 10% by the end of the year
Who are the people most likely to become your customers? Make sure you know your target audience well. The more you know about their needs and preferences, the more effective your email marketing campaigns will be.
Competitive advantage and important unique selling points
Do you know what your USP is? Do you know your competitive advantage? Hopefully. If not, it will be difficult for you to create email marketing campaigns that will convince your target audience to buy from you.
Your USP should answer the question "Why us?" Answer. Analyze your product or service and determine the benefits for the customer. Keep it short and precise. Explain your solutions clearly and adapt them to the needs of your customers.
Also contact your current customers and ask them about your competitive advantage. Find out why they chose you from all the other options.
Clearly defined competitive advantages and unique selling points help you enormously in planning your entire marketing communication and CTAs in individual emails.
Define the resources you need to implement your email program. Think of people (e.g. email marketing specialist, graphic designer, content specialist) and tools (email marketing platform, project management tool etc.) with whom you can plan and implement your strategy .
Metrics and KPIs
There are many metrics to follow. The trick is to tie them to your business goals and define the KPIs that you can use to make better decisions. Here are just a few metrics to consider:
Email List Size : The number of email addresses on your list is one of the metrics to look out for. Because you create your email list organically with your target audience, you can be sure that this will result in business results. In this case, the larger the list, the greater the results.
Open Rate : The percentage of the total number of subscribers who opened your email. Keep in mind that opening can only be calculated in HTML messages as they require tracking pixels.
Click Rate : The percentage of the total number of clicks on a specific link in your email. It is expressed as the total number of clicks on a given link divided by the number of emails sent.
Click Rate : Compare the number of unique clicks and unique openings to get a better idea of the engagement in your email marketing campaigns. A high click-to-open rate could indicate that subscribers find the content of your emails interesting.
Conversion : A certain valuable action like visiting a landing page after clicking a CTA button. Visit a thank you page after purchasing a product, etc.
You can find more information here if you want to learn more about the most important key figures such as the average opening rate or the click rate in your industry.
Put your customers and your company in a broader perspective and record the entire customer journey. Analyze it and decide where to expect the fastest returns.
Dr. Smart Insights' Dave Chaffey gives the following advice: "You should look at the prospect's life cycle as it interacts with your business and find out how to provide reminders to encourage them to buy from you."
Tactics are specific email marketing activities. Here are some basic tactics for email marketing:
Creating lists is one of the main tasks of an email marketer. You need a larger database of potential customers to get better business results. Therefore, increasing the total number of contacts on your list is always an important part of your work.
To expand your email marketing list, you need to create web forms and landing pages and place them in front of your target audience. There are many things to consider when designing the conversion.
Creating an email list in 2020
Segmentation is about using data to create email list segments – groups of people with the same characteristics. They allow you to send personalized and relevant content to your audience.
Marketing automation workflows with features like tagging and scoring can help you gather meaningful information about your contacts and automatically apply tags and scoring points.
Read the blog below on how to start segmenting email.
Current events? Here is the email segmentation for event marketing campaigns.
You want your subscribers to deal with your brand. You want them to open your emails, click the links, and follow the CTAs. But even the best design, the best copy or the best flow of communication do not work without relevance. Relevance is the key to engagement .
Stay close to your subscribers and customers. If you know your audience – their goals, challenges, needs and preferences – you can deliver the right message to the right people at the right time.
The design of your web forms, emails and landing pages has a significant impact on the overall performance of email marketing. Start the design process with a clear call to action.
Your subscribers view your campaigns on different devices with different screen sizes. Remember and make sure the design is friendly to everyone.
Set up a clear results tracking program. Make sure you know what to measure, and that you have the tools and the right metrics.
Conversion is the ultimate goal of any email marketing campaign. And it's specific to each company and campaign – you may subscribe to an email list, click a landing page from an email, or make a purchase through an abandoned shopping cart email.
Describe what conversion is so that everyone on your team can create and run email marketing campaigns that take the conversion into account.
Testing and Optimizing
Prepare a test and optimization plan for your email marketing efforts.
Make small changes to individual elements of your campaigns, e.g. Web forms, emails, landing pages, etc., and use the metrics and KPIs to determine how they impact performance against your business goals.
The right tools should also be part of your strategy. Without them you cannot carry out your plans.
For more information on the success factors of email marketing, see the recording of the Email Marketing Excellence 2018 webinar: Top Tips and Insights.
What is an email marketing campaign?
An email marketing campaign is a coordinated set of email marketing messages that are delivered at intervals and are designed to affect the stockholder action when buying, subscribing, downloading, etc.
Once you have your strategy, tactics, and tools installed, you can plan and run your email marketing campaigns. Check out the 6 things a quality email marketing campaign can do for you.
What Are The Best Email Marketing Campaigns?
Each company has its own idea of doing email marketing communications. However, the key idea with which everyone can achieve the best possible results is relatively simple: focus on the needs and preferences of your target group.
The better you know your target group, the easier it is to plan the content and flow of really appealing campaigns. However, there are some general types of email marketing sequences that you should consider when starting out.
The goal of the welcome campaign is self-explanatory. But it's the way you greet new subscribers that makes a difference. Sending a simple welcome email is a good idea, but sending a series of emails can help you build lasting relationships and increase engagement.
Here is an example of a welcome email series from American Giant – a clothing company.
Frequency : One email per day
Subject lines by email in an order:
Take a 15% discount on your first order. Where everything began. Build better. We have the pants for your jogging pants that offer more than just lounge. Refer a friend to your next purchase for $ 15
An onboarding campaign is a great way to introduce your company, product, or service to your subscribers. A well-structured onboarding campaign should educate your subscribers so that they can use your product effectively and make an informed purchase decision.
Onboarding campaigns are popular with SaaS companies. Here's a great example of live chat – software that allows visitors to your website to chat live with your customer support.
Frequency : one email every 1-3 days
Subject lines by email in an order:
Welcome to the future of customer experience, one step to using LiveChat! Do you need help with the code? Increase your sales by 1000%. I am the godfather of your success. We are here to help you
Product Announcement Campaign
Are you going to launch a new product soon? With a product announcement campaign, you can present the idea behind it and increase the anticipation among the people on your list. As usual, I would recommend going beyond a single email and creating a series with different features and benefits.
Here is an example of a product announcement email from Casper – a sleep products company.
Frequency : One-time email
Subject: Motorway to the comfort zone
And another example of Blue Bottle Coffee, a subscription coffee company, and Fellow, a coffee hardware company that announces a product that is the result of a partnership between the two companies.
Frequency : One-time email
Subject: Blue Bottle x Fellow | Improve Your Coffee Routine
You can also run a pre-order campaign. Based on the results and customer engagement, you can examine the market need for a product and predict its success.
Here is an example of a pre-order email from Ooni – an outdoor cookware manufacturer.
The main goal of a sales campaign is obviously to generate sales. So the message is fairly simple and focuses on conversion.
Here is an example of a sales campaign from UncommonGoods – an online marketplace to connect manufacturers and their creations with people looking for really special goods.
Frequency : every 4-6 days
Subject lines of emails in an order:
Up to 70% off (still 100% unusual) Ready. To adjust. SALE! Reminder: SALE until 2020
Over time, some of your subscribers will become inactive. Don't worry, it's completely normal. Don't be afraid to clean up your list – remove inactive contacts regularly. You can automate the process by running re-activation campaigns for the segment of subscribers that have been deactivated (opening and clicking on the links in your emails has stopped).
Here is an example of a renewed engagement email from Framebridge – a custom framing company.
This section provides brief, step-by-step instructions for building a solid email list and running an email marketing campaign: the two daily tasks that are fundamental to email marketing . The secret of effective email marketing is to master these two tasks.
Create an email list
Here is a quick guide to creating email lists. At this point, your goal is very simple, but many beginners tend to forget it:
Create a contact list with your target group
Of course you want a long contact list. But it is of no use to you if you have a long list of people who are not interested in your products or services. Instead, make sure you reach your target audience – people who are genuinely interested in what you have to offer and are likely to become your customers.
So erstellen Sie eine E-Mail-Liste:
1. Planen Sie Ihre Methoden zur Erstellung von Online-Listen
Die Online-Marketing-Medien können in drei Kategorien unterteilt werden:
Eigentümer: z. B. Website, Blog, Marketingliste. Erhalten: z. B. Bewertungen, Kommentare, Erwähnungen. Bezahlt: z. B. Social Media-Anzeigen, Google Ads, Influencer-Kampagnen
Überlegen Sie sich die effizientesten Wege, um die Menschen zu erreichen, die wahrscheinlich Ihre Kunden werden.
Wenn Sie Ihre E-Mail-Liste schnell erstellen möchten, verwenden Sie den Conversion-Trichter. Es ermöglicht Ihnen, mit dem Ersteller der Facebook-Anzeigen qualitativ hochwertigen Traffic von Facebook und Instagram zu generieren, deren E-Mail-Adresse auf Ihrer Zielseite zu erfassen und mit automatisierten E-Mails Beziehungen zu neuen Kontakten aufzubauen.
2. Planen Sie Offline-Listenerstellungsmethoden
Online ist nicht die einzige Quelle für wertvolle Kontakte. Sie können auch ohne Website eine solide Kontaktliste erstellen, wenn Sie sich dort befinden, wo sich Ihre Zielgruppe befindet. Messen, Kongresse, stationäre Standorte – nutzen Sie alle verfügbaren Möglichkeiten, um potenzielle Kunden zu bitten, sich Ihrer Kontaktliste anzuschließen.
3. Erstellen Sie Ihre Liste Gebäuderessourcen
Facebook-Anzeigen, Abonnementformulare, Leitmagnete, Zielseiten und Webinare sind Tools, mit denen Sie die richtigen Personen erreichen können. Wenn Sie Ihre Methoden zur Listenerstellung auswählen, wissen Sie genau, welche Ressourcen erforderlich sind, um den Plan in die Tat umzusetzen.
Deshalb brauchen Sie einen Plan, bevor Sie handeln.
Wenn Sie weitere Informationen benötigen, habe ich den Listenerstellungsprozess in diesem Blog ausführlich beschrieben:
Erstellen einer E-Mail-Liste: 40+ Ideen zum Erstellen von E-Mail-Listen
Wir haben außerdem ein kostenloses Programm zum Erstellen von Listen entwickelt, mit dem GetResponse-Benutzer in nur 90 Tagen eine aktive E-Mail-Liste erstellen und den Umsatz steigern können:
Programm zum Erstellen von E-Mail-Listen
Anmerkung des Herausgebers: Möchten Sie herausfinden, welche Opt-In-Anreize am besten funktionieren? Überprüfen Sie unseren neuen Bericht: Beste Bleimagnete für die Bleierzeugung.
Ausführen einer E-Mail-Marketingkampagne
Hier ist eine kurze Einführung in die E-Mail-Marketingkampagne. Wenn Sie noch nichts ausprobiert haben, können Sie mit den folgenden Schritten Ihre erste E-Mail-Marketingkampagne erstellen.
1. Setzen Sie sich ein messbares Ziel
Entscheiden Sie zunächst, was Sie erreichen möchten. Für den Zweck dieses Artikels habe ich beschlossen, eine Begrüßungs-E-Mail-Serie mit dem Ziel zu erstellen, aussagekräftige Informationen über neue Abonnenten zu sammeln . Informationen, die mir beim Erstellen von E-Mails helfen, die sie nützlich finden.
Gemäß unseren E-Mail-Marketing-Benchmarks weisen die Begrüßungs-E-Mails die höchste Engagement-, Öffnungs- und Klickrate auf:
Ich möchte meine Abonnenten auf der Liste begrüßen und den Moment nutzen, in dem sie am meisten beschäftigt sind, um sich über ihre Interessen und Vorlieben zu informieren. Die gesammelten Daten helfen mir, meine Kontaktliste zu segmentieren und die weitere Kommunikation zu personalisieren.
2. Erstellen Sie Ihre E-Mails
Setting a clear goal is fundamental to creating successful emails. My goal is to collect meaningful information about new subscribers. That’s obviously too general a goal, so let me clarify it.
The company I’m planning the email marketing for offers a few products. I want to create emails that present all of my products (or product categories) to my subscribers. Depending on the clicks, I will be able to learn more about the products they are most interested in.
My email cycle will consist of 4 emails:
Welcome emailEmail getting subscribers to visit the shopProduct presentation email/other offeringsHoliday coupon code
These 4 emails are enough for a start. If you want more fuel for your email marketing, here are 27 Newsletter Ideas with Inspiring Examples.
3. Create your email marketing cycle
Once you’ve created the emails you want to send, it’s time to create a marketing automation cycle that will send the right emails to the right people at the right time.
Here’s an example of a 4-welcome-emails cycle:
This article will be expanded with more insights very soon, so stay tuned for updates! Meanwhile, be sure to check out our ebook – a handy guide on How to Plan and Send Your First Email Marketing Campaign.