Sarah BlocksidgeAuthor: Sarah Blocksidge
Updated on 06/28/2023

Alongside your search engine optimization campaign and other digital marketing tactics, email marketing for your business can further help aid your ongoing marketing efforts.

Want to know more about email marketing and how it can help your business? The following is a definitive guide to email marketing and why it should be included in your ongoing campaigns.

What Is Email Marketing?

Email marketing is a form of digital marketing that includes sending a mass commercial message via email. Though email marketing can be considered one of the first forms of digital marketing, its strategy has become a more personalized process – and can still produce incredible results for your business.

Instead of emails being created for a broad range of individuals, companies have invested more time into properly segmenting their audiences and accurately crafting emails based on their preferences, as well as engagement levels.

When we think of email marketing today, there are essentially three different types of emails one can expect to see, which include the following:

Informational emails

As stated in the name, informational emails are intended to provide customers with additional information regarding your business, whether it is upcoming events, specific products, news about your team, and more.

The two types of informational emails include:

  • Announcements – This can inform customers of subjects such as company-wide announcements, changes to services, and even new product launches or delays. Sending announcements via email can help inform customers securely and instantaneously.
  • Newsletters – This is where you can share the news that is related to your business, whether that is goals reached, new product features or rollouts, and even case studies. Newsletters can be considered different than announcements because they can be sent less urgently.

Promotional emails

Promotional emails are intended to bring attention to special offers, which can include new product drops, discounts, special offers, and exclusive capabilities, such as seminars and content not open to the public.

Most promotional emails will also include a clear call to action or goal you want your audience to adhere to, such as visiting the website or signing up for early access.

Touch-base emails

If you have not recently heard from certain customers who are signed up for your newsletter, touch-base emails can reestablish that connection between you and that audience.

The subject of touch-base emails can surround what your company can do better to keep the customer engaged with your business, which is information that you can use in future email marketing campaigns.

Why Is Email Marketing Important for My Business?

Though it has been around for decades now, email marketing stays a consistent and effective digital marketing strategy.

Email marketing is also a form of digital marketing that has seen a resurgence in popularity in recent years. As of 2023, email marketing remains 40 times more effective than social media marketing, with 62% of consumers ranking email marketing as one of their preferred channels with small and medium businesses (SMBs).

Additionally, email marketing allows you to consistently stay in touch with your target audience both effectively and personally. Also, for businesses just starting, it can be one of the most affordable forms of digital marketing, with approximately a $40 ROI for every $1 you spend on your campaign.

So, for businesses considering whether to implement email marketing campaigns, our team highly recommends trying this service to see if it is the right fit for you and your company.

5 Email Marketing Services You Should Incorporate in Your Digital Marketing Strategy

As part of your email marketing campaigns, you and your company should consider doing the following in order to see the best results:

  • Write monthly/quarterly newsletters – We recommend that your business develops creative and informational topics for your newsletters in order to create the perfect email to engage with your audience. Based on the number of segments your team has created for your different target audiences, your newsletters may vary in tone and purpose.
  • Design custom emails – As another component of your email marketing initiatives, your team should design a custom email template that reflects your branding, incorporates visuals, and uses strong calls to action for optimal user experience.
  • Send/schedule emails – Once an email is approved and ready to go, take the hassle out of sending it to your desired customers, distributors, or other targeted groups by strategically sending out your newsletter at the best day and times. For the highest open rate for your business, we recommend sending out your emails on Fridays.
  • Monitor campaigns – As part of ongoing maintenance on the campaign, you can monitor which emails are most successful while examining open percentages, click-through rates, and other data in connection to the emails your team sends out.
  • Provide promotion – In order to help promote your newsletter, we recommend that your team make CTAs, write social media posts, and create areas on your website that would allow visitors to easily sign up for your newsletter.
  • Consider using email management platforms – If you are looking for web services that can create and track your email marketing campaigns, our team has experience with and would recommend Constant Contact, MailChimp, and HubSpot to help get your company started.

Digital Marketing Services Beyond Email Marketing

If you are looking for a team to handle your marketing strategy beyond just email marketing, our talented digital marketing agency can offer your business a variety of internet marketing services to help improve your inbound leads. Our main offerings include:

SEO

Our search engine optimization efforts will help make your website look better in the eyes of search engines such as Google, Bing, and Yahoo. From writing optimized content to providing website maintenance and more, we can help give your business’s online presence a much-needed makeover.

PPC

Paid advertising is a great way to get your business in front of your ideal audience, and our in-house team of pay-per-click experts can help make sure you are getting the most out of your budget.

Social Media

As a way to interact with your followers and help promote your business, we will market your business across the most popular social media platforms such as Facebook, Twitter, LinkedIn, Instagram, and YouTube.

Web Design

Your website can say a lot about your business, and there are many things that can turn users away such as poor design, layout, functionality, and more. We can help give you a custom, mobile-friendly design that can attract new customers and retain current ones.

Consulting/Auditing

As marketing experts, we can also help your business as part of a consulting agreement where we determine the best strategies for your industry and company. From a website audit to keyword analysis and more, our marketing consulting can help give your team the direction it needs.

CRM Management

Many businesses can benefit from what various CRMs can bring, including sales funnels, contact organization, and more. We can help with numerous customer relations management systems such as HubSpot, PipeDrive, and Hatchbuck.

Invest in Our Digital Marketing Services Today

As an experienced marketing agency located in Cleveland, Columbus, Chicago, Houston, Pittsburgh, and Indianapolis, we would be happy to help your business with email marketing and more.

Contact us today to learn more or fill out our contact form above. We look forward to hearing from you!

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