What is an Email Marketing Service?
As you read this page, you have no doubt received an email from a company telling you about its goods and/or services. It’s likely from a brand or business you have already transacted with. That in its simplest form is email marketing. However, to enable this a business needs a few tools to get into your inbox. Since the evolution of Hotmail email marketing has undergone a seachange of developments and today email marketing is a fundamental channel to drive not only retention but also acquisitions. GDPR rules have made a difference to how email marketing now works for companies but with the right partner you can be sure that you have multiple channels of acquisition.
Types of Email Marketing
Acquisition. Driving new customers is a priority for every single business, without exception and regardless of stage. But, not all businesses leverage email marketing to acquire users. By collecting email addresses from users who have explicitly agreed to receive marketing messages, businesses can build a targeted email list of engaged and interested customers. To do this, P.Labs manages its own in-house database of opted-in users from a variety of sources. We also consult clients in building their own databases to ensure you have access to databases as you grow your business. By integrating with third party tools, we can also harness data of visitors coming to your website, and ensure all the traffic you gather is not wasted.
Retention. Email marketing for retention is focused on building a cadence of communication post transaction. It’s recommended to engage with your customers regularly to drive top of mind recall. Each business needs to define the number of times it expects to receive return customers. As a result, the marketing calendar for email marketing should reflect these attempts by leveraging seasonality, buyer intents, and brand information which can lead to repeat business. This can include sending promotional offers, personalized content, and other types of communication designed to keep customers engaged with a brand over time.
3. Can you really send B2B emails to customers?
B2B email marketing campaigns can be used when combined with strategic acquisition methods. Through the use of our opt-in features, third party tools and data management programs leveraging first party, second party and zero party data layers, we ensure that outreach to customers is safe, secure and always directed to users who are interested in your products and services. Similarly when it comes to B2C email marketing too, through a variety of tools, and acquired users, one can leverage zero party to acquire new users.
4. What are some of the challenges to email marketing
Spam filters One of the biggest challenges for email marketers is getting past spam filters. Spam filters can be very strict, and many legitimate emails can end up being marked as spam. This means that your email may never reach the recipient's inbox, reducing the chances of success for your campaign. A seasoned email marketing company knows how to handle spam filters, soft bounces and hard bounces.
Email deliverability Email deliverability refers to email reaching the recipient's inbox. This is affected by a wide range of parameters including the sender's reputation, the recipient's email service provider, and the content of the email. Typically, ensuring that emails get delivered into the sender’s inbox, after passing spam filters is one of the key roles of an email marketing company.
Email list management Segmenting the database to eliminate emails which have marked the sender as spam, or other segments of users is one of the most critical lists for an email marketing service provider. It's necessary to remove inactive subscribers, bounced, and undeliverable email addresses to avoid damaging sender reputation. While many tools build these list management features automatically, depending on the service provider you enlist, the efficacy of this aspect varies.
4. Role of Personalization in Email Marketing
From inspiring shock and awe when a cold emailer gets your name right to feeling happy when your favorite brand addresses you by your first name, personalization is a technique which has evolved most effectively in email marketing.
Personalization of emails for individuals
Personalizing emails for individual recipients can greatly improve the effectiveness of an email marketing campaign. This can be done by addressing the recipient by name, tailoring the content based on their past behaviors or preferences, and providing a more relevant and personalized experience. Typical use cases are seen most often by travel companies, urging you to book your tickets, ecommerce brands asking you to not abandon your cart, or other bottom of the funnel activities/engagement events.
AMP Emailers: What are they and why are they useful
AMP Emailers, also known as Accelerated Mobile Pages, are a type of email format that creates fast, interactive and visually engaging email experiences on mobile devices. AMP emails are designed to load quickly, making it easier for subscribers to engage with the content. These can be used in the case of carousels, auto-fill forms, responsive forms, and many other applications where you want the user to engage with the content of the email.
AMP emailers have several use cases, including:
Product showcase and promotions
Live polls and surveys
Dynamic and interactive content, such as carousels and accordions
E-commerce transactions, such as booking and purchasing directly from the email
5. Email marketing strategies for different objectives
Getting customers to come in at different stages of your business needs a clear roadmap and understanding of their motivations. In using email marketing for different purposes, we ensure that each customer is engaging for a different reason.
Lead Generation: To generate new leads, by offering something valuable in exchange for contact information, such as an e-book or webinar. This is typically the most commonly used tactic to drive sign-ups or subscribers for a business.
Website Visitors: Create compelling, relevant content that entices recipients to click through to your website and sign up for information, or tips that can help them make a decision.
Purchase: Typically, a direct purchase emailer is aimed at a user who is already interested in the brand/business. A great, limited time offer might reel a user provided they see the value in it. A common mistake businesses make is in offering offers that are always too cheap; or offered to anyone as long as they make a purchase.
Post Purchase: Use this email marketing as part of your customer engagement cycle to provide great customer experience and encourage repeat business through thank you emails, product recommendations, and feedback requests.
Reactivation: Activating an inactive customer is always inexpensive compared to acquiring a new one. To reactivate users, use strategies including clever copy, offers, and well-timed value additions so they’re motivated to re-engage with your brand. This can also be done through special offers, personalized messages, or new product launches with a limited release.
A clear objective and tailored strategy is crucial for a successful email marketing campaign. By understanding different objectives, you can create an effective campaign that reaches your desired results.
