What is Email Marketing? How to use Email Marketing effectively in 2024

Learn about the concept of Email Marketing and how to implement an effective email marketing plan in 2024.

Trà Nguyễn

25.3.2024

Email Marketing is an effective and cost-saving online marketing method that many businesses are utilizing today. In the business landscape of 2024, building effective Email Marketing campaigns is the key to reaching your target customers. In this article, let's explore what Email Marketing is and how to build effective Email Marketing campaigns with SO9. Let's get started!

I. What is Email Marketing?

Email Marketing is an online marketing technique that uses email to promote products or services to potential or existing customers. Unlike spam emails, Email Marketing aims to reach carefully selected and researched potential customers. As a result, it generates much higher marketing efficiency, benefiting both businesses and customers.
Email Marketing is an effective marketing strategy. Statistics show that 82% of marketers agree that Email Marketing is a key strategy in increasing lead generation and conversion rates. The long-term goal of Email Marketing is not only to promote products or services but also to build trust and loyalty with customers towards the business.

II. Popular Types of Email Marketing

There are various types of Email Marketing. Below are some common types that you can apply to your business:

1. Welcome Email

The welcome email is the first email that a business sends to customers after they take a specific action, such as signing up for newsletters from the business, opening an account on the business's website or app, etc.
This type of email encourages customers to learn more about the product, service, or promotional programs. Welcome emails play a crucial role in creating a good initial impression with customers and building long-term relationships with them.
The main purposes of the welcome email are to:

Welcome customers to the business.
Thank customers for their interest in the business.
Provide useful information to customers, such as how to use the business's products or services, contact information for customer support, etc.

2. Promotional Email

Promotional emails are emails that businesses send to potential or existing customers to promote their products, services, or brand. This is the most widely used type of Email Marketing. Promotional emails are often used to:

Introduce new products or services: Promotional emails are an effective way to introduce new products or services to potential and existing customers.
Boost sales revenue: Promotional emails can be used to encourage customers to make purchases by offering special deals or limited-time offers.
Example of promotional email from Cambly

3. Transactional Email

The next popular type of Email Marketing is transactional emails. These emails are automatic messages triggered to send to customers when they perform a certain successful transaction, such as when a customer purchases a product from your store. The content of these emails typically includes:

Order confirmation: This email is sent after the customer successfully places an order, providing detailed information about the order such as the purchased products, quantity, price, delivery address, and estimated delivery time.
Shipping notification: This email is sent when the customer's order is shipped, providing information about the tracking number and contact information of the shipping company.
Password reset email: This email is sent when a customer forgets their password, providing instructions for them to reset a new password.
Registration confirmation email: This email is sent after the customer registers an account on your website or app, providing information about the account and instructions for them to start using the service.

*Example of transactional email from Tiki*

4. Newsletter Email

A newsletter email, also known as a Newsletter, is an email sent regularly by individuals or businesses containing news, updates, or content about a specific topic that users have subscribed to beforehand. Unlike a promotional email aimed at persuading you to make a purchase, join, or sign up for a trial of a business's product/service, newsletter emails focus solely on making recipients feel engaged and interested when they see them.
Recipients of newsletter emails are a group of customers who have shown interest and are willing to receive information from the brand. They have actively provided their information, email, to the business, usually through signing up on the website. Therefore, newsletter emails attract a certain level of interest from the customer group towards the brand. However, this also poses a challenge for businesses in creating content for newsletter emails as they have to meet the expectations of the recipients.

*Example of newsletter email from Samsung*

III. Benefits of Email Marketing

1. Cost-effectiveness

To increase brand awareness and revenue, a wise communication plan is required. While there are many communication channels like Facebook Ads, Google Ads, and other media that can serve your purpose, the cost for using these channels is often very high. In contrast, with Email Marketing, the service costs are much lower compared to other communication channels.
Moreover, Email Marketing campaigns often have short deployment times (usually measured in weeks or months). This allows you to quickly learn from the current campaign and make adjustments for the next campaign. Thus, costs for mistakes can be minimized. If your business has a limited budget, Email Marketing can be the ideal choice for you to quickly and effectively send messages to potential customers.

2. Increasing Brand Awareness

In addition to encouraging customers to use and purchase products, Email Marketing also plays a crucial role in building and promoting your brand. Regularly sending emails to current and potential customers helps maintain brand presence, build loyalty, and enhance awareness of your products and services. Additionally, it contributes to revenue growth and provides feedback from customers through online surveys.
This is also a good way to generate potential customers who meet the criteria to become customers in the future. You can send automated emails to attract these potential customers while focusing on other marketing channels.

3. Quick Results Tracking

One of the benefits of Email Marketing is that you can get immediate results. Compared to other marketing strategies that take weeks or even months to see results, Email Marketing delivers results very quickly, and it is easy for businesses to track. To know how your email campaigns are performing, you need to track important metrics such as bounce rate, click-through rate, and unsubscribe rate.

4. Finding More Targeted Customers

Another benefit of Email Marketing is that it helps you find more quality potential customers. Email Marketing allows you to reach a large number of users quickly and efficiently. When users subscribe to receive information from you, it shows their interest in the content or products you provide, making them potential targets for your business. Email Marketing becomes an important tool to convert these potential customers into actual customers.

IV. Building an Effective Email Marketing Strategy

After understanding what Email Marketing is and its importance in communication campaigns, SO9 will share with you how to have an effective Email Marketing strategy.

1. Identify the target audience

If you want to reach customers through email, the first step is to identify who your target audience is. Understanding your customers is crucial because it helps you create content that meets their needs. Consider factors such as age, location, gender, occupation, and interests.
For example: If your company sells organic food for children, you can identify your target audience as working mothers who are interested in nutritious, environmentally friendly products.

2. Set goals

Setting goals is an important step in creating effective email content. Some examples of goals you can set for email marketing are:

Product advertising
Sharing discounts with loyal customers
Increasing website traffic
Updating subscribers with company news

Your goals should align with your business and your audience. Having clear, measurable goals will help you create email content more easily.

3. Determine the type of campaign

Identifying the type of campaign is crucial because it allows you to focus on factors that will reach your target audience. Consider your goals and your audience when deciding on the type of email marketing campaign you want to implement. Some types of Email Marketing campaigns you may consider include:

Newsletter
Promotional or announcement
Content or blog updates
Automated response emails such as welcome emails, transactional emails, etc.

4. Build a quality email customer list

To send emails to customers, the first thing you need is a customer email list. To build a quality email list, you can:

Create a subScription form on your website.
Compile existing customer information from the company.
Ask customers to provide information and email for follow-up care.

>>> See more: 7 Chiến lược xây dựng danh sách email chất lượng

5. Create customer-centric email content

Targeted email templates are over 90% more effective than generic emails. To create highly interactive email content, consider implementing the following strategies:

Segment your email list into different groups based on industry, behavior, and demographic characteristics. This will help you tailor the content in each email to fit the specific audience.
Personalize your emails by adding the recipient's name to the greeting or email subject.

6. Track campaign effectiveness

The next important step you need to take is tracking the performance of your email campaigns. Key factors you should monitor to understand the campaign's effectiveness include:

Record key metrics (open rate, click-through rate, bounce rate, spam rate, block rate, unsubscribe rate, etc.) to compare the campaign's performance against the initial goals.
Once you have enough data, compare the performance of different campaigns to determine the most suitable email sending frequency for your business.
Test various elements in your emails such as content, images, or the placement of the CTA (call to action) to adjust the strategy for effectiveness.

Conclusion

This article has decoded the concept of Email Marketing and provided 6 tips to help you build an effective Email Marketing campaign in 2024. By applying these tips, you can optimize the power of Email Marketing to reach, engage, and build sustainable relationships with your customers.