Email advertising is a type of marketing that involves sending promotional messages to subscribers via email. It is one of the oldest and most effective forms of digital marketing, with a global open rate of 21.33% and a click-through rate of 2.62%.
Email advertising can be used to achieve a variety of marketing goals, such as:
- Promoting new products or services
- Generating leads
- Driving traffic to a website
- Boosting sales
- Building customer loyalty
How does email advertising work?
Email advertising works by sending promotional messages to subscribers via email. It is a type of direct marketing, which means that it targets specific individuals who have given permission to receive emails from the sender.
To get started with email advertising, businesses need to build a list of subscribers. This can be done by offering visitors to their website a valuable incentive to sign up, such as a free e-book, white paper, or discount code. Businesses can also collect email addresses at industry events, trade shows, and other offline marketing activities.
Once a business has a list of subscribers, it can start sending them promotional emails. These emails can be used to promote new products or services, generate leads, drive traffic to a website, boost sales, and build customer loyalty.
When creating email campaigns, businesses need to segment their list so that they can send targeted messages to different groups of subscribers. For example, a business might send a different email to new subscribers than they would to repeat customers. Businesses should also personalize their emails whenever possible, as this makes them more relevant and engaging.
Email advertising can be very effective, but it is important to follow best practices to ensure that campaigns are successful. Some best practices include:
- Getting permission from subscribers: Businesses should only send emails to people who have given them permission to do so. This can be done by adding a checkbox to their website where visitors can sign up for the email list.
- Sending relevant content: Emails should be relevant to the recipient’s interests. Businesses can segment their list to ensure that they are sending the right emails to the right people.
- Personalizing emails: Emails should be personalized whenever possible. This can be done by using the subscriber’s name in the email, or by sending them content that is relevant to their past purchase history.
- Using a strong call to action: Every email should have a clear call to action, such as “Visit our website” or “Shop now.”
- Testing and tracking results: Businesses should test different email elements, such as subject lines, copy, and call to action, to see what works best for their audience. They should also track their results so that they can see which campaigns are performing well and which ones need improvement.
Email advertising is a powerful tool that can help businesses reach their target audience and achieve their marketing goals. By following best practices, businesses can create successful email campaigns that generate results.
Examples of email advertising
Here are a few examples of email advertising:
- A clothing retailer sends an email to its subscribers announcing a new sale. The email includes a link to the sale page and a discount code for subscribers.
- A software company sends an email to its subscribers offering a free trial of its new product. The email includes a link to the software download page and a brief overview of the product’s features.
- The travel website sends an email to its subscribers promoting a new flight deal. The email includes the details of the flight deal, such as the destination, price, and dates.
- A restaurant sends an email to its subscribers offering a discount on their next meal. The email includes a link to the restaurant’s website and a code for the discount.
- A B2B company sends an email to its subscribers offering a whitepaper on a relevant industry topic. The email includes a link to the whitepaper download page and a brief overview of the whitepaper’s contents.
These are just a few examples of email advertising. Businesses can use email advertising to promote a variety of products and services and to reach a wide range of audiences.
Here is an example of an email advertising campaign for a clothing retailer:
Subject line: 50% off everything for subscribers only!
Body: Hi [Subscriber Name], We're excited to announce a special sale for our loyal subscribers! For a limited time, you can get 50% off everything on our website. To redeem your discount, simply enter the code SUBSCRIBER50 at checkout. This offer is valid for a limited time only, so don't miss out! Shop now and save 50% on everything: [Link to website] Thanks for being a subscriber! Sincerely, The [Clothing Retailer] Team
This email advertising campaign is effective because it is:
- Personalized: The email uses the subscriber’s name in the subject line and body of the email.
- Relevant: The email is relevant to the subscriber’s interests, as they have signed up to receive emails from the clothing retailer.
- Time-sensitive: The email creates a sense of urgency by letting the subscriber know that the sale is for a limited time only.
- Clear and concise: The email is clear and concise, and it includes a clear call to action.
Businesses can use email advertising to create effective marketing campaigns that reach their target audience and achieve their marketing goals.
Cost of email advertising
The cost of email advertising varies depending on a number of factors, such as the size of your email list, the features offered by your email marketing provider, and the type of campaigns you want to run.
However, email advertising is generally a very cost-effective marketing channel. For example, the average cost per click for email advertising is $0.15, which is significantly lower than the average cost per click for other digital advertising channels, such as paid search and social media advertising.
Benefits of email advertising
Email advertising offers a number of benefits, including:
- High open rates: Email has a much higher open rate than other digital marketing channels, such as social media and paid search. This means that your email campaigns are more likely to be seen by your target audience.
- High click-through rates: Email also has a much higher click-through rate than other digital marketing channels. This means that your email campaigns are more likely to drive traffic to your website or landing page.
- Personalization: Email allows you to personalize your messages to each individual subscriber. This makes your emails more relevant and engaging, which can lead to higher open and click-through rates.
- Cost-effectiveness: Email advertising is a very cost-effective marketing channel. You can reach a large number of people for a relatively low cost.
Tips for successful email advertising
Here are a few tips for successful email advertising:
- Build a targeted email list: Only add subscribers to your email list who have given you permission to do so. This will help you to avoid sending emails to people who are not interested in what you have to offer.
- Segment your email list: Segment your email list so that you can send targeted messages to different groups of subscribers. For example, you could send a different email to new subscribers than you would to repeat customers.
- Create compelling subject lines: Your subject line is the first thing that subscribers will see, so make sure it is compelling and attention-grabbing.
- Write clear and concise copy: Your email copy should be clear, concise, and easy to read. Avoid using jargon and technical terms.
- Include a strong call to action: Tell your subscribers what you want them to do, whether it is visiting your website, signing up for a free trial, or making a purchase.
- Personalize your emails: Personalize your emails whenever possible. This will make your emails more relevant and engaging.
- Test and track your results: Test different email elements, such as subject lines, copy, and call to action, to see what works best for your audience. Track your results so that you can see which campaigns are performing well and which ones need improvement.
Email advertising is a powerful and cost-effective marketing channel that can help you achieve a variety of marketing goals. By following the tips above, you can create successful email campaigns that will reach your target audience and drive results.
Here are some additional tips for email advertising success:
- Use high-quality images and videos: Visual content can make your emails more engaging and persuasive. Be sure to use high-quality images and videos that are relevant to your content and target audience.
- Optimize your emails for mobile: More and more people are reading their emails on mobile devices, so it’s important to make sure your emails are optimized for mobile. This means using a responsive design and avoiding large images and videos that can slow down loading times.
- Use a double opt-in process: A double opt-in process requires subscribers to confirm their subscription after they sign up. This helps to ensure that you are only sending emails to people who are genuinely interested in receiving them.
- Clean your email list regularly: It’s important to clean your email list regularly to remove inactive subscribers and bounced email addresses. This will help to improve your open and click-through rates.
- Use email automation: Email automation allows you to send emails to subscribers based on their behavior, such as when they sign up for your email list or when they abandon their shopping cart. This can help you to send more targeted and relevant emails.