What is email marketing?
Email marketing is a tool that lets us do two things
first, provide value to users in the form of content
direct users through each step of the customer journey with a sales funnel when they get stuck So we use it in these two ways
We’re talking about digital marketing. Email marketing is arguably the most underrated digital marketing channel out there. People love search engine optimization SEO, but as we’ve grown this business more and more. people have come to the realization that email marketing is incredibly important and usually the most underrated digital marketing strategy. There’s a number of reasons.
Not everyone is on Facebook. Right? Not everyone is on Snapchat. There’s a number of different social channels out there, but everyone has Has an email address and that’s why this is so important your email list you as a marketer you as an entrepreneur as a business owner as you grow your email list that email list can go with you. It is a portable asset.
So there are many digital marketing channels out there that change very dramatically or they die, right? So what has value today might not necessarily have value tomorrow
for eg. Number one on Altavista. 1997 was fantastic. The Myspace page, back in 2002 was awesome. But they all died because all the social channels kept on changing the rules. This is a rule change all the time. Google and Facebook can change their rules all the time different social networks can expand and contract all the time stuff can often change a lot write the email often doesn’t change. It is not a social channel, right? It is a web protocol and I want to talk a little bit about
What that difference is?
So the internet is made up of protocols and applications. So web applications are a lot of these sort of private companies that you use every day right Facebook Google Instagram Snapchat and Myspace are web applications and they often sit on top of web protocols. We talk about web protocols talking about DNS HTTP FT P IRC SSL or SMTP. These are all kinds of standardized digital communication.
Communication language has effective that we all use on a day-to-day basis. They’re not necessarily owned by a private company. They are this kind of standards that we all use when we use the internet SMTP is email. So when you’re doing email marketing you’re using the SMTP protocol, you’re not using Facebook’s terms of service or Goog le’s terms of service. This is a really important distinction and that’s why your email list is effectively this portable asset that moves along with you.
The policy can change the rules platforms can become unpopular the protocols don’t really die. we’re getting really excite d about Bitcoin and other cryptocurrencies now because some people are saying it’s a new protocol for money, right?
The protocols are really rare. There are fascinating and very interesting as well. So keep that in mind right companies change the rules platforms can become popular but protocols don’t really die. So until people stop using email until people stop using the SMTP protocol on your email list. This is portable as the chances are very good that we’re probably still going to have an email in 25 to 50 years. That’s why this is really important to build now, right but talk a little bit about the details
Different types of email or talking about email marketing.
Let’s dive into these a little bit here the first transactional email. So let’s look at some examples of a transactional email. This might be things like receipts when you buy something on Amazon you get a transactional email receipt may be an order confirmation forgot Password support tickets the next sign up deep details your double opt-in for your email list and unsubscribe email or maybe shipping details when these are all transactional things maybe users doing something on your site. You’re kind of giving them an update via email.
Next is your content email. So content emails do things like welcome mail. Maybe you just got their email address. someone just signed up as a customer, It’s a new blog maybe something like a new blog post. you can send emails like “Hey everyone. We just posted this new blog post, Go check it”. Newsletter your weekly or monthly newsletter any type of social posts or social post reminder in hand go check. Any content that you create is a Content email. The third one is a conversion email. If you’re launching a new product or you’re upgrading users. You’re offering a discount you’re doing an affiliate anything like that would be a conversion email.
Okay, so we talked about the three different types of email. Let’s talk a little bit about email distribution now, so the re’s three different types of email but there’s really only two means of distribution or at least two you should be focusing on
So there are two different types of email. Most of your email should be automated, if you’re doing most of your emails now as manual broadcast in general for most businesses, then it’s not ideal. In general, most of your emails should be automated.
let’s talk about these differences first. The first is broadcast email. So you should only broadcast two types of email great content suitable for your entire list and one-off promotions. So in general like when you create something absolutely amazing and you want to tell your whole audience about it fine go ahead and do a broadcast or if you’re doing, you know kind of a seasonal or a time box promotion, you know Diwali 2021 or something. whenever you go ahead and do that as a broadcast, that’s totally fine. Everything else should be automated based on user action. So in general you can send automated emails based on what the users are doing on your site. This allows you to send out content and messaging that is much more specific and relevant contextually relevant to the users instead of just blasting on everything you have. You can send emails based on what they’re interested in based on the actions that they’re taking on your site.
So examples of automated email might be something like receipts order confirmations forgotten passwords. Welcome emails and stuff like that
So that’s it. Go and bloom your business with the help of email marketing and grasp the opportunity you have in your hands. I hope that was useful.