February 22, 2021

Email Marketing 101

What Is email marketing and why is it so important to your business?

Email marketing is one of the primary channels you have available to promote your products or services directly to customers.
By integrating email into your marketing automation efforts, you are able to efficiently reach and engage customers, with both useful, timely, and most importantly, actionable content. For example, when you have a new product available or a special promotion going on, there is no better way to let your customers know than to send them a direct, personalised email.
Similarly, email plays a fundamental role in your overall marketing strategy, generating leads, building brand awareness, harnessing relationships, and maintaining engagement throughout the customer journey.
The key, however, is doing email right. And that means making sure you’re sending the right types of emails, to the right customers, at the right time. Or what’s called smart segmentation. This, in a nutshell, is why you need email automation. That is a solution that allows you to set action-based triggers for when to send emails, with what content, and to whom.

The power of inbox presence and other stops in the customer journey

There’s a reason that email has taken such a central role in every marketing department. And that’s because it works!

True. Not every recipient will convert every time. But an email, even when not opened, has a pretty strong presence in your customers’ inbox. Think of it like this: the customer sees the correspondence when they log in, then either reads it, deletes it, or simply lets it sit there. Either way, they see your brand, glance at your offer, and you remain in their conscience.

But the benefits of email marketing are even stronger than that. Emails are also a great way to build relationships with customers, while at the same time generating traffic to your social media page, blog, or really any other place you’d like them to visit. And of course, email is a powerful agent for driving conversions.

Plus, when done right, email is a seriously cost-effective marketing tool. So much so that a recent study by the Direct Marketing Association (DMA) reported that for every $1 spent on an email marketing campaign, you can expect an average $38 ROI.

Benefits of automated email marketing

Email, unquestionably, works best when done in conjunction with smart segmentation and a clear customer journey. Sure, you can invest heavily there if you want, spending endless hours mapping out segments, setting up triggers, and manually implementing your plan. Or you can take the easy (and more effective!) route by automating things with the Exposebox solution.

For starters, Exposebox marketing automation will let you segment customers and target customers far more accurately, and thanks to the drag n drop builder, far more simply.

Furthermore, you’ll be able to run A/B testing of each element of your emails, such as the subject line or the call to action. This way you can pinpoint the best performing elements of each message, to create continually better-performing emails.  Or as we like to say, the winning email formula: Send. Test. Optimise. Repeat. Because the reality is, if you’re running an eCommerce business, now more than ever is the time to invest in getting email done right.

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Want to learn more? Download our email marketing 101 guide.