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Email Marketing

Email marketing is a method by which we can target users through electronic mail (email). Email marketing used to influence consumers in a variety of ways. In general, email marketing is a digital form of traditional direct mail marketing.

So, a question arises why email marketing is necessary for digital marketing? There are certain points which can explain this question. These are as given below:

If you want to do anything online on any website. You have to sign up with your valid email ID.

v People use email very frequently in their work which helps in email marketing.

v ROI is also very high in email marketing compared to any other form of marketing.

v This form of marketing is very flexible and it's very quick to execute.

v Customers like permission-based, promotional and transaction messages via email.

v It helps to acquire new leads and drive immediate sales.

v It helps in customer retention programs and building strong bonding with existing customers.

v It provides product information and increases revenues.

v It helps to build brand awareness and increase web traffic.

The main objectives of email marketing are as follows:

• Sales
• Engagement
• Acquisition
• Brand Awareness
• Retention
• Lead generation

The biggest challenge in email marketing is that there are more than 100 emails send in a day in which only 22 percent emails are genuine and rest are spam. So, mail goes through various checks.

There are two factors which affect mail delivery.

1. Authentication: It includes Sender Policy Framework (SPF), Sender ID, and DKIM.
2. Reputation: It includes the following factors:

• Email volume
• Complaints
• Unsubscribes
• Spam Traps
• Blacklisting
• User Engagement

For these factors, the main solution is permission Marketing because it helps to target appropriate audience.There are two ways to take permission either single opt-in or double opt-in. It totally depends on your choice which one you want to choose.

There are certain merits and demerits of both single and double opt-in. These are given below:

1. Single opt-in

Merits:

• It helps to build large list quickly.
• There is no contact leakage.

Demerits:

• It lacks in quality of subscribers.
• It takes a good amount of time to maintain a list.
• It increases the higher risk of spam complaints and lower deliverability.

2. Double opt-in

Merits:

• It has more clean list.
• It has more active and engaged database.

Demerits:

• It lacks in fast growth of list.
• There is a risk of contact leakage.

There are many single and double opt-in software like MailChimp, Aweber, Constant Contact, etc. There is step by step opt-in software overview.

1. Sign up
2. Creating list
3. Customizing list fields
4. Adding a subscriber or importing manually
5. creating forms
6. Installing form on website widgets.
7. Creating and customizing mailers
8. Shooting mail
9. Reporting tab

There are many places where we can capture leads in a website.

1. Hello Bar
2. Side Bar
3. Pop Up
4. End of Post
5. Social Media Links
6. Ads

To create a delighting list certain points are necessary to keep in mind.

1. Creating relevant content: Creation of relevant content is very important it increases leads.
2. Segmenting database: Segmentation of database can be done on the basis of user activity reports, demography, and interest.
3. Testing and optimizing messages: For this purpose, we can use tools like SpamScoreChecker, Postmark.
4. Testing and optimizing landing pages
5. Delivering auto response and drip
6. Optimizing Email for smartphones: We can use tool litmus for this purpose.
7. Engaging subscriber via social media: We can perform this task by using CTA approach.

If you want to achieve this goal try to match benchmarks which help you to analyze the data.

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