Although email marketing belongs to the old school of marketing, and some marketers believe that its impact has become weak, but in fact, it’s still considered one of the most powerful and most important e-marketing channels, it is an essential part of the marketing process of any online business.

Email marketing is important for marketing because everything that happens on the Internet is linked to email, it is the first and most important way of communication on the Internet.

E-commerce professionals know the value of email marketing, as the return on investment in email marketing is usually greater than most other marketing channels.

What Is Return on Investment (ROI)?

Return on investment (ROI) is a performance measure used to evaluate the efficiency or profitability of an investment or compare the efficiency of a number of different investments. ROI tries to directly measure the amount of return on a particular investment, relative to the investment’s cost.
To calculate ROI, the benefit (or return) of an investment is divided by the cost of the investment. The result is expressed as a percentage or a ratio.

Also, email is one of the best channels to connect with interested customers and share the latest news, products, and services with an audience that already knows you, so it’s time to take advantage of that most effective marketing channel.

1- What is Email Marketing?

Email marketing is one of the oldest and best e-marketing strategies, you can get highly targeted visitors to either your company’s website or your online store.

To understand the importance of email marketing, all you have to do is open your email, you will find messages from Facebook telling you that you have new friend requests with a link to open your account.

You will find messages from the online stores, telling you that there are products suitable for you, and you will find other messages from some sites telling you that there is new important content that has been added to the site. And you will find many, many other marketing messages.

2- The Importance of Email Marketing Visitors

As the visitor subscribes to the mailing list, he expects to receive emails containing new offers or marketing messages that interest him.

For example, if you work in affiliate marketing, suppose that you choose to market products related to recipes (such as a book, guide, or cooking guide).

If you are an email-marketing user, you will take visitors first to your landing page, before entering the product sale page.

In this case, you will ask your visitors to join your mailing list, by motivating them with a free book, for example.

Assuming that they have purchased what you are marketing or not, you can still reach them via email, they are now very targeted visitors.

In this case, they know that they will receive marketing offers.

But if you are one of those who are not looking to build mailing lists of visitors who get them, then you lose a lot.

3- Email Marketing Benefits

3-1. Easy access to the mailing list

Just subscribe to one of the companies that provide email marketing services (we will make a list of these companies), then put the company code on your site, and start collecting your mailing list.

Of course, you can set the messages automatically to reach each subscriber according to exactly what you plan, everything can be set automatically as you specifically want.

3-2. The low cost compared to the benefits that can be gained from the email marketing service

All you have to do is pay the company that provides the email marketing service, use the same visitors you have and you will get double benefits from it.

As we mentioned at the beginning of the article, email marketing has a return on investment that is not comparable to any other marketing channel.

3-3. Easily measure results

You can easily track the results, in terms of the percentage of those who opened the email, the number of people who clicked on the link in the message, etc., through the company that provides Email Marketing services.

3-4. Possibility to write personal messages

You can write a message that appears personal and addressed to each customer individually. You can put their names at the beginning of the message. And not only that, but you can set messages to be sent at certain times, and according to certain events, for example, at the beginning of the subscription, you can send a message in which you thank the user for being subscribed to the mailing list.

We have reached the end of the theoretical part. Let’s start with the practical part.

4- What do you need to start Email Marketing?

To enter the world of Email Marketing, you must first have your mailing list, and this is achieved in one of two ways: either you buy a mailing list, or you build a mailing list yourself.

There are many risks if you decide to buy a mailing list. For example:

  • If you buy a mailing list, you’ll pay a lot for something you can get at a lower cost.
  • Difficulty finding a mailing list that fits the purpose for which you purchased it.
  • Email marketing success depends on trust, Internet users do not open messages sent from unknown sites, so your chance of achieving results from purchased lists is low.
  • Some marketers do not recommend buying a mailing list, so you have to build your mailing list yourself.

In this case, you will be one of two:

4-1. If you own a business and you have a website that represents it

In this case, you must place the subscription form on the site; in addition, you must motivate visitors to subscribe to your mailing list, such as giving them a free book.

4-2. If you work in the field of affiliate marketing

In this case, you must make a Landing Page, which is an intermediate page between direct visitors and the advertiser’s page (which may be a product-selling page or a specific offer page).

And you must have a convincing reason to subscribe to your mailing list, such as giving a free book or making subscribing to the mailing list a step that must be done until he reaches the advertiser’s page.

5- How to do email marketing?

1. Building the system

  • Participating in one of the email marketing services.

visit this page to know recommended email marketing services

  • Designing a form to capture user data.
  • Linking the mailing list subscription form to the Email Marketing service through a code given to you by the service provider.

You will find most email marketing companies have videos and educational articles on how to link the service to your site.

  • Adjust your brand identity.

Email marketing companies allow you to create a unique design for the messages you send to subscribers, such as placing your company logo and choosing specific colors to use (by creating HTML messages).

It also enables you to use images, or make Embed from your store for some products, and put contact data (such as website link, email address, company name, and social media page icons).

  • Setting the messaging system.

The email marketing company sets it, and it is sent automatically according to pre-set orders.

But you have to understand that not every message you will send to your mailing list subscribers is a marketing message.

Messages can be divided into two types:

Regular messages:

Activation email / welcome message for the new subscription.

Marketing messages:

These are messages that you send to the mailing list for promotional purposes.

Now you’re ready to start using email marketing to bring marketing benefits to your business… so continue to the next step.

2. Building a mailing list

In the email marketing world, this process is called Op-tin, and there is another important term called Double Opt-In. The difference between the first and the second is; In the first, the mailing list registration process ends when the data is entered.

In Double-Opt-In, the e-mail address must be activated, by sending an e-mail message with a special link; the user must click on this link to activate the registration in the mailing list.

Of course, all email-marketing professionals recommend building Double Opt-In mailing lists.

Building a mailing list is not easy, and you have to do marketing efforts, and do a lot of experiments and tests to reach the best possible result.

3. Start sending marketing messages

This process is related to system settings; it is difficult to send marketing messages to users manually.

From here comes the importance of the system, for example, you can set a message sent every month containing the best-selling products in your online store.

You can set weekly, monthly, or every 15-day marketing messages to users, you can also classify mailing list subscribers, and send private messages to them according to their classification.

Important Email Marketing Metrics to Measure

1. Open Rate

Your open rate is the percentage of users who opened your email.

When the open rate is between 20-25% then you have an effective strategy, and if your email open rate is 5- 10%, you need to examine and improve your strategy.

Of course, many factors contribute to increasing your open rate, such as:

How was the mailing list built?

How reliable you are as a brand.

The title of the message and its attractiveness.

2. Repeatedly opening messages

Are you wondering if potential customers are interested or not? Look at how many times they opened your message.

If the messages are opened repeatedly, it means that they found the email to be valuable. It is also important to measure the time the user spent reading the message.

3. Click on links Rate

Someone opened your email, what now?

Tracking clicks in your email indicates that users are interested in the content, whether it’s a product demo, an article, or a short video (note: videos get the most clicks).

Measuring link clicks will let you know what content your audience likes, and then help you develop your strategy.

4. Unsubscribe rate

Nobody likes being rejected, but unfortunately, this is part of email marketing, and the unsubscribe rate is simply the percentage of the total who clicked on the “unsubscribe” link.

If you have a high unsubscribe rate, you need to check your email marketing strategy, because maybe your content is not very interesting, or your topic title is not attractive.

5. Conversion rate

Your conversion rate is the percentage of users who completed your action like buying a product.

How to write an attractive email to improve open rates, link clicks, and conversion?

The title of the message is the most important line in the entire content of your email, so you should follow the recommendations of experts:

  • Never send an email without a title, because this will leave a bad impression, and free email services (such as Gmail) will classify it as spam.
  • Do not send an email with a very long or very short title, this will leave a bad impression.
  • Do not send an email with a deceptive title to increase the open rate.
  • Include the username for the email title.
  • Use the question form to increase users’ curiosity.
  • Make the headline easy, shocking, and intriguing, for example, “Your marketing plan is failing because you are not thinking in the right direction.”
  • Do not write a title that burns the content of the message.
  • Use numbers if possible.

The most important sites that provide email marketing services

The role of email marketing service providers is to build a complete system for registering subscribers’ data, in addition to controlling and managing the system for sending messages automatically.

They provide everything you need to get started in email marketing, and here are briefly some of the most important features that email services give you:

  • Store subscriber data.
  • Templates for user data capture forms.
  • Automated sending of messages.
  • Templates for HTML messages with the ability to modify them.
  • Statistics for the rates of opening messages, clicking on links, unsubscribing, etc.
  • Possibility to upload and use ready mailing lists (according to certain conditions).
  • Possibility to take a copy of your mailing lists.

Of course, each company has different features and advantages than the other, most companies provide monthly paid plans, according to the size of the mailing list, but some companies provide free plans but it’s very limited.

Here is a list of the most important and popular Email Marketing service providers:

Tips for Success in Email Marketing

I will conclude my article with some top tips that will help you succeed in email marketing.

1. Make registration easy, add a form to your homepage and all your social media accounts to get more subscribers.

2. Encourage subscribers to share and forward your email messages.

3. Include social share buttons in your emails.

4. Personalize all emails, when you personalize emails with a username it increases message open rates and conversions.

5. Send your promotional messages on time.

6. Never neglect to follow the results of your marketing campaigns, and do more tests to get the best results.

7. Avoid using words that are classified as spam (eg free, get, money…).

8. Avoid using practices that are classified as spam.

9. Don’t flood your mailing list subscribers with messages.

10. Think about how the consumer interacts with the brand.

Oftentimes, buyers interact with you via multiple channels – email, apps, social media – before making a purchase.

Now we have finished with the email marketing guide, we hope it will be useful for everyone who wants to use this marketing power in developing their own business.

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