Part 2- What Is Email Marketing? Why It Is Important?

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Jun 28 2017


Now that we have covered the basics of Email Marketing in the first blog, let’s move on to the next blog in the series that further covers the importance of email marketing is so crucial for every business today.

Types of Emails

Depending upon the target audience and the aim of the importance of an email marketing campaign, many types of emailers can be deployed.

On the basis of format, emails can be divided as follows:

1. HTML Emails

Hypertext Markup Language or HTML is the framework that defines how you interact with the Internet. Emails today make use of HTML to properly format the body text as well as use images to send the message across. HTML emails leverage designing to deliver a greater aesthetic appeal with the emails.

2. Text Emails

A plain text email is the most popular email format but lacks formatting options such as bold, italics and underline as well as any special layout options or images. They are used to send across simple messages or especially in cases where the spam filters can pose to be a problem for the campaign’s success.

3. Rich Text Emails

This is another category of text emails that make use of formatting options such as bullets, bold, italics, lists, etc. They can also be used to send across documents in this format, which are called as RTF documents.

4. MIME Emails

MIME or (Multipurpose Internet Mail Extensions) is a special type of email format since it is an amalgam of both text and HTML email formats. In this, emails are sent out in both HTML and text formats depending upon the recipient’s email service provider. This makes sure that the email campaigns have a greater reach as the email formats are personalized as per the receivers.

Categories of Emails based on Content and Aim of the Campaigns

1. Welcome Email

A welcome email is meant to show gratitude to your audience who have willingly shared their email address with you via interaction on landing pages or social media. This is a great opportunity to tell readers about your brand and explain to them the benefits of the service or product you have to offer.

2. Newsletters

Once the email list is in place, the next step is to interact with the audience. Newsletters are a great way to keep the readers in a loop and share relevant information with them regarding the company’s development, new product launches, notification about emails, latest blog posts, etc.

3. Lead Nurturing Emails

Depending upon how particular readers are interacting with your content, you can develop relevant campaigns for them to check out or even try your services/products. Such emails make use of useful and targeted content depending upon the stage of the marketing funnel in which the reader is categorized.

4. Dedicated Emails

Once in a while, there arises a need to send dedicated emails to a handful of people to inform them about certain updates. For example, sending event invitational emails to only the people who have pre-registered to attend the event. Such emails are known as ‘dedicated sends’ and are a popular type of email.

5. Cold Emails

Cold emails are defined as non-requested emails that are sent out to an email list with whom the company has had no prior contact. They are the text equivalent of cold calls. This is one of the oldest email marketing strategies in the book which is extensively used to date to generate leads for businesses. Campaign analytics play a major role here in determining its success.

6. Personalized Emails

This is the best email marketing strategy known to date. Personalized emails make use of prior available information about the recipients to send them highly targeted emails. Such a practice increases the chances of creating leads as well as converting them ten folds when compared to cold email campaigns. Clodura is one of the best sales automation tools to implement personalized email marketing campaigns. It makes use of a huge free email database and a pool of live information about the recipients to send them automated personalized emails for lead generation and nurturing.

Benefits of Emails Follow-ups

Now that we have covered all about the various types of emails that are used to deploy the importance of email marketing campaigns, one might think that the job ends there, while the reality lies on the contrary. Follow-up Emails come into the picture here. They are a basic type of emails that are often sent to entice responses to the previously sent emails. Let’s look at their benefits:

1. Maximize Engagement

Since it is impossible to receive responses from all the recipients in the importance of email marketing campaign, follow-ups are a perfect way to increase the engagement quotient and allure as many responses as possible from the readers.

2. Better Marketing ROI

Follow-ups have a direct impact on the number of leads that are generated through the campaign. Hence, they help in increasing the ROI of your marketing investments.

3. Improve Productivity

Since there is a greater response to the emails, this gives a huge boost to productivity and increases the return on the efforts that are put in by the marketing team.

4. Optimize Marketing Funnel

The marketing funnel is one of the foremost and crucial concepts that is deployed in every marketing campaign of companies. For a successful campaign, it is important to optimize every step of it, namely awareness, consideration, and decision. Follow-ups help to optimize the same by increasing the reach, hence helping more people to consider the products and take decisions as buyers.

Benefits of Email Scheduling

Email scheduling is another great email campaign practice that helps to send automatic timely emails to your email list. Let’s look at the various benefits the practice has to offer:

Perfectly Timed Emails

An email list can include recipients of multiple countries. By segregating the email list on the basis of time zones and sending timely emails to readers to increase maximization provides a better response to your campaign.

Working on Schedule

Scheduling the emails helps employees to work on their own schedule, without fretting about the need to respond to all emailers all day long. Hence, this gives a boost to efficiency.

Reduces Hesitation

Often, we encounter emails that have tailor-made responses ready and can be addressed immediately. But it may seem better to have a time gap before sending out the reply. Scheduling can be a great way to send out timely and strategic replies.

This wraps up our mini-series on the importance of emails and various crucial aspects that fall under the purview of the practice.

If you’re looking for a great ally to your email marketing campaign, check out Clodura today to automate your email marketing and send out automated personalized emails to a host of prospects.