Girl on laptop looking at email

Your Guide to Understanding Digital Marketing: Email Marketing

Monday, November 18, 2019

What’s the first thing you do in the morning? If you’re like 58% of us, checking your email is one of the first things you do after you wake up. While some may argue that email is a thing of the past, at UNANIMOUS, we think it’s far from over. This is the last article in our digital marketing series, talking all about email marketing. Are you ready to finish strong and learn the details of different email campaigns? Keep on reading!

WHAT IS EMAIL MARKETING?
When most people think of email marketing, they directly think of spam.  When it’s done correctly, email marketing will get you results, and you won’t end up in your customer’s spam folder.

HOW IT WORKS
Email is one of the most versatile digital marketing tactics because you can send a variety of campaigns. It’s also one of the most cost-effective ways as well. Studies show that for every $1 spent, email has an average $44 return on investment. 
There are many different types of email campaigns you can use. Today, we'll be talking about newsletters, abandoned cart, lead nurturing, and automated campaigns.

NEWSLETTERS
Newsletters are one of our favorite types of email marketing techniques at UNANIMOUS. Its primary purpose is to inform your audience about the latest news and happenings of your brand. Whether it’s an event you are hosting, new product or service launch, or sharing information about what you’ve been up to lately. They can be weekly, monthly, or quarterly depending on your company’s goals. The key to making sure your newsletter doesn’t end up in customer’s spam? Give them the information they care about and would find value in. Newsletters are also a great way to send visitors to your website too. Have you ever noticed spikes in your website analytics after sending out a newsletter? Newsletters are a great way to give a few short sentences about your topic, and then send readers to your website to find out more information. 

ABANDONED CART
Did you know that 70% of shoppers abandon carts at checkout? Chances are you’ve probably even done this several times yourself. An abandoned cart email is sent to a customer who added items to their cart but never completed their purchase. These emails remind customers that they left items in their cart and encourage them to go back and finish their purchase. Abandoned cart emails can help re-engage customers and help you recover lost revenue.  

LEAD NURTURING
Lead nurturing is an important email marketing tactic, but it’s often the one that’s most forgotten about. Lead nurturing is the process of developing relationships with buyers through every phase of their journey. The message in your emails are personalized to the stage the buyer is in. On average, 50% of your leads are not ready to buy yet, and almost 80% of new leads never even become sales. Using lead nurturing email campaigns, you keep in frequent communication with your prospects, which keeps your brand top of mind. This way, when your prospects are ready to buy, they’ll go directly to you.   

AUTOMATED CAMPAIGNS
Being busy isn’t something that happens occasionally anymore, it’s a lifestyle. You don’t have time to sit down and write personalized emails to customers every day. This is where automated campaigns come in. Automated campaigns use software to deliver personalized messages in a dynamic series. While every software differs slightly, the main factors you get to pick include spending habits, the buyer’s journey, and past interactions they’ve had with your brand. The abandoned cart and lead nurturing campaigns we talked about previously can also be automated for maximum efficiency. The best part of automated emails? It gives you more time to do what you do best, run your business.  

Have we convinced you yet that email isn’t dead? How about one more statistic: There are over four billion active email accounts around the world. While not all four billion of those are your ideal customer, by using the email marketing tactics just discussed, you can find new customers, build brand awareness, and increase your revenue.

Want to learn more about other digital marketing techniques?

Read our blog on social media advertising>>>
Learn about our digital marketing services>>>

At last, now you know all the ins and outs of digital marketing. Understanding these tactics isn’t easy, and executing them is even harder. That’s why UNANIMOUS is here. Our expert's craft engaging and strategic digital marketing campaigns based on your company's goals to get you maximum results. Contact Rachel at Rachel@BeUNANIMOUS.com to schedule a consultation on how you can benefit from digital marketing.

UNANIMOUS is a Lincoln, Nebraska based agency that assists clients with branding, marketing, and web design. With over 350 active clients across 15 states, the agency is known for its collaborative style and prides itself on rhyme, reason, and results.