Email Marketing
What is Email Marketing and How Does it Work?

Email marketing is the most profitable direct marketing channel, capable of generating up to 30 times your initial investment. This makes it a key pillar of any digital marketing strategy.

Failure to include email marketing in your digital marketing strategy would be unwise given the potential ROI at stake.

In this article you will learn:

  • What is email marketing and the business goals it can help you achieve
  • How to get started
  • Different types of emails
  • Legal requirements and other aspects to consider
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    Email Marketing
    R2Nexus email sending service designed to help digital marketers send marketing, notification, and transactional emails. It is a reliable, cost-effective service for businesses of all sizes that use email to keep in contact with their customers.

    With the overwhelming breakthrough of social media, search engine optimization and mobile marketing, it’s safe to say email marketing is on the verge of death, right? Wrong. Email marketing is alive and well, and it’s arguably the most profitable means of marketing. Here’s why:

    • Targeted Audiences
    Being able to target your audience solves all the inherent problems of non-targeted marketing. Gone are the days of placing an advertisement on television, on a diner placemat, or in a periodical with no control of who will see it. With email marketing, you have more control who sees it by segmenting your contacts list based on their lead status, demographics, location, or other data points. Targeting emails ensure that your audience receives content suited specifically to his/her needs. Customers and business owners benefit because you can customize a message for each customer depending on a segment to foster a higher conversion rate.
    • Increased Brand Awareness
    With each email sent, consumers are exposed to your business and your brand. With strategic planning, smart design, and targeted content, your business will consistently build value. In doing so, you stay top-of-mind with your audience. Then, when a customer needs products or services, your business stands a much better chance of turning those leads into clients and clients into loyal customers.
    • Distribution at Scale.
    There aren’t many forms of marketing as easy to share as email marketing. With the simple click of the forward button, subscribers can share your deals, offers, and news with their friends. Subscribers who share your message are acting as brand advocates. Therefore, when a subscriber shares it with their friends, your brand gains more exposure and credibility.
    • Metrics
    Analytics are indispensable for measuring the success of any campaign. Many marketing channels present ambiguous and estimated results. Email marketing, on the other hand, draws precise and valuable metrics, including delivery rates, open rates, click-to-deliver rates and subscriber retention rates. Even better: these metrics are more than just numbers and percentages. They are insights into your customers’ behaviors and interests. Use your email marketing campaign as a tool to monitor which information your consumers are most responsive to. From there, you can further target your marketing strategy towards more successful campaigns and topics of interest.
    • Email Marketing is Cost effective.
    Perhaps the most appealing advantage of email marketing is the return on investment. No print costs, no postage fees, no advertising rates. Email marketing is as affordable as marketing gets. According to the Direct Marketing Association, email marketing brings in $40 for every $1 spend, outperforming search, display, and social marketing.

    Email marketing presents more opportunities for your business and drives a better return on investment. With email marketing, your business can create deeper relationships with a wider audience at a fraction of the cost of traditional media.

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