Email Marketing: Types, Tips, Strategies, Tools, Examples

A complete guide to email marketing, definition, types, strategies, and examples

The main aim of a business is to attain customer loyalty and earn favorable revenues. This is why using emails within marketing efforts is a good idea.

This is because it helps potential customers gain insight into the products and services of the business. In addition, it provides aid to businesses successfully growing their brand, ensures they get more sales, and so on.

As you read this comprehensive guide, you will gain insight into the nature of this platform — listing down the different tools that assist marketers to reach out to potential customers when using email marketing. We are sure after you complete reading this article, you will know the different ways by which businesses get benefits.

So without further adieu, let us begin.

What is Email Marketing?

Email marketing is a form of marketing wherein you send emails in bulk to potential or current customers so that they know about new products, offers, discounts, and other services.

Being one of the most profitable and cost-effective direct marketing channels, it helps 41.5% of brands in achieving business success.

Hence, it is worth including within your marketing campaign if not done yet.

Different Email Marketing Types

• Newsletters

These help keep regular communication between the business and subscribers. This allows the latter to receive updates on new products, services, and launches.

• Onboarding Campaigns

With these campaigns, it becomes easy for the business to gain familiarity with new subscribers. It also allows the latter to know a little about the venture and the services they provide.

• Engagement Emails

With these mails, the business builds a story around their brand so that more subscriber engagement happens.

Since it does not focus on the buying process, when a business shares a mail in the future, they can be sure subscribers will have a strong relationship with them. Hence, the chances of purchases will be more.

Alongside these different types, others equally popular and worth using for engagement are-

1. Customer stories
2. Promotional emails
3. Launch emails
4. Survey emails
5. Storytelling emails

Knowing about these different email types, let’s now give you knowledge of the benefits the marketing platform has for the business.

Benefits of Email Marketing

• Assists Campaign Customization

The use of email marketing gives you the necessary aid to customize your campaign. It also provides a boost for creating targeted content.

This means marketers can create content personalized in nature and specific to the needs of the customer. On variations you include- like images and subject lines- you receive increased engagement.

• Improves Sales

According to a survey by SaleCycle in 2022, 59% of respondents stated email marketing is helpful in driving purchases.

This is because through campaigns that feature different products and services — businesses can provide special offers to customers. This helps the marketers automate sales drip campaigns and boost sales in a short time.

• Drives Customer Loyalty

At every stage of the buyer journey- lead-nurturing, conversion, onboarding, and retention, email marketing is the key. Using it alongside the different sales CRM systems assists in streamlining communication.

Since it drives repeat purchases, it becomes streamlined to keep customers engaged between purchases. It also allows audience segmentation and successfully transforms loyal customers into brand advocates.

• Increases Leads

This inbound marketing strategy of creating content to boost brand awareness assists in increasing the percentage of leads and enhancing the number of conversions.

Through the campaigns created, it helps in understanding if the leads open the mails you shared or engage with it upon clicking the links present in the email.

Therefore, in a nutshell, with the help of this platform, you can be sure that you can get an increased percentage of qualified leads.

In addition, the platform also has a different range of advantages such as-

— You become the sole owner of the content you create and share.

— Provides an avenue for self-promotion so that customers get knowledge on the new products, features, etc., you launch.

— Is cost-effective since it does not take much time to produce them.

— Assists businesses to reach out to the right people at the right time.

Knowing now the benefits of email marketing, let’s understand the different email marketing tools and services that assist in achieving these advantages.

Email Marketing Tools

• HubSpot Email Marketing

Image source: hubspot.com

It provides aid to digital marketers to create, personalize and optimize different marketing-based mails on their own.

It helps them design, share mails and optimize them for the business to perform well. Due to the assistance the marketing tool receives from the HubSpot CRM, it becomes easy to know the level of data accuracy used during email customization.

Possessing features as follows, the tool is a hot favorite among marketers when creating email campaigns so that call-to-action becomes easy to achieve.

— Forms

— Ad management

— Landing page

— Tools for creating branded emails

• Sender

Image source: sender.net

Coming next in the category of popular email marketing tools, Sender gives digital marketers the capability to grow their business. Side-by-side marketers receive the necessary support to keep in touch with their customers.

With the presence of these features, it is popular among digital marketers. This is due to the assistance it gives them in creating and sharing branded mails, alongside building unique designs without the requirement of knowledge in the field of coding.

Here are the salient elements:

— Advanced analytic tools

— Smart automation

— Dedicated support team

— Diverse library having templates

• SendPulse

Image source: sendpulse.com

SendPulse is another popular email marketing tool that provides the necessary assistance to accelerate sales and achieve successful business growth.

Possessing different channels for customer relationship management, automation, etc., it becomes easy to increase profits, ensure workflow gets better and get happy customers.

This is due to the presence of the features as follows:

— Chatbots

— Landing Pages

— Automated Email Campaign

— Web Push

Knowing about the different tools, let’s now give you a list of the email marketing services in the lines below.

Email Marketing Services

When you embark on the journey of email marketing for small businesses, you must know the different services that can help you easily track the performance of your email marketing campaigns.

Here are some of the best listed below.

• Constant Contact

image source: constantcontact.com

Constant Contact gives marketers the capability for developing amazing marketing campaigns. With its easy-to-use platform, businesses can drive sales, keep audiences engaged, and so on.

This is due to the features such as:

— Email templates

— Real-time reporting

— Contact storage, view, and organization

— Customer list growth tools

• Drip

Image source: drip.com

Containing automated marketing tools and insights, Drip helps marketers generate more earnings from the emails they send.

This is due to the presence of the features listed below:

— Forms and popups

— Integrations

— Segmentation and personalization

— Templates

• AWeber

Image source: aweber.com

When you discuss services for email marketing for small businesses, AWeber is a name you cannot forget to mention.

Containing different tools, AWeber helps ventures manage their marketing efforts with utmost ease and panache.

Some of the unique features that make it so popular:

— Sign up forms

— Integrations

— 24/7 customer solutions

— Automation

With the idea of the different email marketing tools and services, let’s now give you knowledge of the strategies and tips that will come in handy when you send emails to your potential users. This will help you to get an increase in conversion.

Before that, let’s give you some examples of email marketing efforts that have helped many noteworthy businesses to attain considerable growth.

Email Marketing Examples

— PoppyBarley

Sending a welcome email with the subject ‘Hello, new friend’, following it up by crossing out ‘New York’, replacing it with the place of design, helps the business to stand out among customers and make them unique from their competitors.

— Uber

Keeping a simplistic approach, Uber uses a marketing strategy that allows the Millenials to scan content at a quick pace. With a catchy title, a description, and a clear CTA, the emails that Uber sends help subscribers to get clarity of their message.

— Tinder

We are sure you are aware of Tinder. If not, it is a popular dating platform. Through welcome mail, Tinder works towards gaining access to new customers.

With their copywriters and graphic designers using exceptionally sleek backgrounds followed by a clear CTA, it ensures that new customers can easily get lured to use the services of the business.

— Starbucks

Images — through its use, alongside offers, Starbucks provides customers knowledge on discounts, deals, and so on.

With their emails being both clear and crisp, it becomes easy to get the attention of subscribers in a short time.

— Airbnb

Airbnb adopts a simplistic, minimalistic email copy by simply providing users the freedom to take part in surveys to share their experience of using their services.

Hence, it allows customers to understand that their opinion holds substantial value. Worth adding here is the point that the email campaigns the business adopts are clear and crisp. Additionally, the CTA is to the point!

Hence, the customer understands with clarity what the business’s message is.

With an idea of these examples, we are sure you are now in the full lead to use this platform to your business advantage.

Now, let’s get an idea of the tips and strategies that would come in handy when you use email marketing.

Email Marketing Tips and Strategies to Get More Leads

Take a peek at the image below to know the strategies and tips that would assist you in your email marketing efforts to obtain more leads.

Image source: mailmunch.com

In the image above, you gain insight into the email list building strategies that would come in handy for you in your email marketing efforts.

They include-

• Email Design
• Catchy Email Signature Insertion
• Audience Segmentation
• Content Personalization
• Utilize a short subject line
• Create Mobile-Friendly Content
• Metric Tracking
• Leverage social media
• CTA Optimization
• A/B Testing
• Add Images
• Placing Focus on Email Time
• Re-Engage Inactive Users
• Offer Giveaways

From the fifteen strategies above, we have discussed the ones which will prove helpful for you to get more leads.

— Plan, Plan, and Plan

Planning is the ultimate key to success. Hence, when you set out on the journey of using emails as a form of marketing platform, you first need to create an email marketing plan.

Therefore, it is recommended you follow these steps-

• Define the audience. You should have clarity of the audience beforehand so that communication remains effective. You can use Mailchimp for this. It will assist you in user segmentation as per your requirements.
• Know your content and what it is. Decide the content you will write. This means- having a content marketing strategy. This will allow you to share emails with a purpose and reach out to customers with power.

— Perform Market Segmentation

When I speak about market segmentation, it means you customize your message based on the audience. One way is through infographics. This will aid you to gain close to over 29% improvement in the open rates.

You can also include geographic locations, age, industry, customer persona, etc., in segmenting emails. This will help you successfully obtain the data you yearn for. It will also help you reach the right audience at the right time.

— Personalize Your Mails

According to a survey conducted by Invesp, personalized emails have the power to generate 29% higher unique open rates and 41% click rates.

Hence, create personalized emails and share them with your customers. It is crucial you know the demographics of the people you are reaching. Therefore, use general user data like birth dates.

With this email marketing strategy, you can be sure to get more customers interested in your brand. This will increase your purchase rates for you.

— Keep Straightforwardness on Who You Are and the Benefits You Provide

When you use email marketing to get more leads, you must also focus on the subject line. Therefore, it is a good idea to remain straightforward with your audience about you and the benefits you as a business will provide them. This message should have its reflection in the subject line of your mail.

For example, ‘X will assist influencers like you to get paid by doing Y or Z.’

This will help customers know what they get from you and how a particular segment has already obtained advantages through your business.

— Include Call To Action (CTA)

Though it is crucial to gauge the customer’s attention, you must also remember the intent of your mail. Hence, include a call to action. This will help you to get the following advantages:

• Open rate enhancement
• Increase engagement

To achieve these two, work towards increasing the click-through rate. Therefore, keep clarity on your CTA.

For example, Click here to download the free guide.

This is by keeping a hyperlink attached to the ‘download free guide’ will ensure your click-through rates go up categorically.

Simultaneously, also keep these email marketing tips as mentioned below in mind:

• Include an email signature to help users build a level of trust in you and your brand’s personality.
• Keep the subject line short. A maximum of six to ten words are appropriate. This is because, with the short subject having all the elements of your message within it, you can be sure to get more subscribers in a short time.
• Optimize your mail for mobile. In other words, build your email campaigns in a mobile-friendly manner. This will allow you to get more engagement.

Knowledge across all these areas will help you to build a successful email marketing campaign in sync with your audience. This will aid you in building strong relationships with them and ensure you get more conversions.

Wrapping Up

Reading this comprehensive guide, we are sure you have obtained knowledge of why email marketing is a recommended form of marketing. Known as the best form of showing your appreciation towards customers when they make purchases from your website, it ensures the latter obtain a personalized experience when they read the emails shared by you. Use this to your business’s advantage today and build a personalized relationship with your end customers through the emails you share with them.