Another discount code from some webshop in your mail... Who hasn't gotten sick of it once in a while? Despite the fact that these emails are experienced as irritating, they can be a good addition to the marketing of your business. By using email marketing, you can easily reach existing customers. But what exactly is email marketing and how can you use it in your online marketing strategy? Read on to find out!
What is email marketing?
Email marketing is a way of communicating your marketing message to your target group using email. Because most people check for new mail on a daily basis, so there is a big chance that your mail will be seen. With email marketing, you are not dependent on algorithms that determine whether or not your mail is displayed to the recipient.
Email marketing tips for your company
This sounds interesting of course. Reaching your target group by email and getting them to take action. But how do you use email marketing in the best way for your company? Below are some tips and advice you can use.
Provide a registration form on your website
To send an email, you must of course first have an email address to which you send the email. A sign-up form makes it easy for visitors to your website to sign up! Most email marketing platforms have useful tools that allow you to create a professional sign-up form in no time and place it on your website.
Do not send too many emails
If you send too many emails in a row, you run the risk that people unsubscribe from receiving them. Also, your emails may end up on a list that causes them to stop going into people's inboxes anymore. Therefore, we advise you not to send more than one email per week.
Provide a clear message and desired action
To ensure that as many people as possible open your email and click through to the website, it is important that you have a clear message and a clear call to action in the email.
What are the costs of email marketing?
In order to set up an email campaign, costs will have to be incurred. The costs are mainly in the fact that you have to pay for an email marketing service. This email marketing service ensures that you get (potential) customers on an email list and that your emails are actually sent to these people. To get people on an email list you could also use advertising, which of course also involves costs.
Is it worth making these investments?
Yes, it does! Email marketing has a very high ROI (Return On Investment)! This is because you can approach the same person several times with your message, without any additional costs. Not only do you reach people from exactly the right target group, but you also reach people who have already shown an interest in your company, which increases the chance of conversion!
What kind of legislation is there for email marketing?
In terms of legislation, you have to comply with a few things when you start using email marketing. Below, we go through some of these rules with you.
Make sure you have a double opt‑in
When someone signs up via the registration form on your website, these people receive a confirmation email on the address they just used to register. Via this confirmation email, they have to click on a button in order to finally sign up for your email marketing campaign.
Provide the possibility for people to unsubscribe
At the bottom of every email, there should be an option to unsubscribe from receiving emails. Fortunately, this is built in by default with most email marketing services!
Which metrics are important within email marketing?
Within email marketing, there are some metrics that are important to keep an eye on. We will go through them with you below.
First of all, it is important to know that with this form of marketing you are using a so-called autoresponder. With an autoresponder you simply schedule several mails that the person will receive. The autoresponder sends these mails at the right time to the recipient. This way you don’t have to worry too much about the actual sending of mails.
When you send an email, you want it to be opened by the recipient. To determine whether the subject line arouses enough interest in the recipient, we look at the open rate. The open rate is the ratio of people who have received and opened the mail. When the open rate is high, the subject line appeals enough to the recipient to open the email. If the open rate is low, the subject line may need to be rewritten to a better version.
Click through rate
When people have received and opened the email, you want them to click through to your website or other page. The percentage of people who click through to the website from the email is called the click through rate. If few people click through to the website, it is possible that the call to action is missing or does not appeal to click through. When the click through rate is high, there is a good chance that the call to action is sufficiently appealing to click through to the website.
Is email marketing for me?
After reading about email marketing, you might be wondering if email marketing is for you. At The Dare Company, we are convinced that email marketing is always a good addition to your online marketing strategy. With email marketing you reach existing clients and as we all know, it's important to keep in touch with this group!