Email advertising is a type of marketing done via email whereby the recipient has consented to receive promotional messages from a brand. In this form of advertising, marketers seek permission from their prospective customers by giving them an option to opt-in ahead of sending any emails.
Email advertising is effective only if it’s expected by the recipients. This is achieved by using opt-in or permission-based marketing. To be ahead of the game, marketers prefer double opt-in which makes them sure that email campaigns are “welcome” and “anticipated” by their subscribers. Unsolicited email marketing is already in the past as it hurts the sender’s reputation. There is no wonder — recipients may not be open to receiving promotional emails they haven’t subscribed to.
An example of permission email advertising is an e-newsletter sent to customers of a particular brand. It usually informs subscribers about new products, upcoming events, or promotions. Marketers tell prospects what they will receive after leaving their email address in a subscription form. This way, the leads are aware of what they subscribe to.
Today, many online marketers use services such as SendPulse Email to manage their opt-in contact information and send out advertising messages automatically using automation tools. Furthermore, they allow marketers to segment their advertising activities according to specific personal information.
Why is email advertising important?
Even with the tremendous growth of SEO, social media and mobile marketing, email advertising remains one of the most profitable marketing strategies today. According to Statista, there were 3.7 billion global email users sending and receiving 269 billion emails every day in 2017. The figure is expected to grow to 4.3 billion by 2022, which means that about half of the world population will be using email by then. Therefore, advertising through email will present better business opportunities, as email users continue to increase. However, the decision to invest advertising dollars in this type of marketing should take into account the benefits that the business stands to gain.
So, what advantages can a brand enjoy using email advertising?
It is cost-effective and fast
The costs of using email as a channel to advertise goods and services are quite lower than most of the other forms of marketing. The business does not incur printing costs as it would on posters or brochures. Also, there are no advertising or media space fees for sending advertising messages to the target audience. Moreover, through bulk email sending and automation, marketers can save time used in advertising. With SendPulse, you can send up to 15,000 advertising emails totally for free every month.
Reaches targeted audiences through segmentation
Email advertising solves the numerous shortcomings of non-targeted marketing such as television ads and billboards. With email, the marketer has more control on who sees the message sent using email list segmentation. The brand can group customers based on location, demographics, stage in the sales funnel, etc. and send emails targeting their specific needs.
It is permission-based
The best thing about email advertising is that the recipients who receive the marketing messages are people who are genuinely interested in the goods or services that the business offers. Since emails are sent to those contacts who have given their explicit permission, the mailing list will consist of only those prospects who are most likely to convert.
According to the Data & Marketing Association, every $1 spent on email advertising is expected to return $32 in revenue. Therefore, email marketing is worth investing in as it brings increased sales and conversions to a business. It is an effective strategy for every phase of the buying process. Moreover, less effort is required in this type of marketing as there are email services, like SendPulse, available to assist marketers in performing email advertising tasks.
Easy to measure and compare
With email advertising, marketers can easily assess the success of their ad campaigns. One can follow up on the performance of different emails and use the feedback to improve on future campaigns. Moreover, the marketer can compare their campaign results against email advertising benchmark reports in their specific industry. Benchmarking data can be found online. It helps marketers to identify problems and make improvements.
It is instant and shareable
An email is delivered immediately, so marketers can see the impact just in minutes after sending the campaign. Therefore, email advertising is ideal for persuading leads to take immediate action. For this reason, email remains the primary driver for customer acquisition for 81% of small and medium scale businesses. It is also easy for people to share advertising content with friends and families through email hence creating increased brand awareness for the company.
Businesses can increase sales with email advertising in SendPulse in these steps:
- Sign up to create an account
- Create a campaign by choosing an email template, adding a subject line and text
- Review the email and send
- Track statistics and improve
Email advertising examples
Here are some wonderful email advertising examples from different brands:
Chain Reaction Cycles offer free tyres with selected wheelsets. Besides, they add clients’ reviews to make subscribers trust.
Art.com offers 30% off Canvas art pieces and appeal to subscribers’ preferences. A discount is a great chance to sell goods which are too many in stock.
Kate Spade uses email advertising to tell their clients about new arrivals.
Email advertising best practices
Below are some email advertising best practices each marketer should implement:
Make the subscription process easy
Marketers should make the sign-up process straightforward and enticing to get people to subscribe easily. Ask only for the information you can use for better performance. For example, you can craft more personalized campaigns having the following data: name, age, gender, occupation, place of living, etc.
Use double opt-in
A double opt-in process is recommended as it ensures customers provide unwavering consent to receiving marketing emails from a particular brand. The double opt-in email should be short and sweet and focused on the confirmation button.
Marketers should be careful when collecting email subscribers and engaging with them. Signing people up without their approval and buying email lists is a no-no. And while writing messages, it is essential to provide relevant content, avoid uppercase subject lines, and so forth. Marketers ought to ensure that their emails have an unsubscribe option and physical address as well.
Schedule the advertising emails
Email advertising is the most effective when emails are sent to customers at the appropriate time. Thus, it is important to segment mailing lists based on time or time zones when catering to an international market.
Perform split testing
With split testing, marketers determine the content, subject lines, CTAs, send time, etc. that are right for their market segment. It is essential to split test new things to ensure that email advertising is a success.
Last Updated: 2019-10-07