Email Marketing? How It Is Important in Marketing Automation?

Email marketing is the process of using emails to promote products or services offered by a company. By doing email marketing companies also try to build a good relationship with prospective leads and existing customers. Email marketing falls in the category of internet marketing. It covers online marketing through social media, websites, blogs, etc.

It is similar to direct mail, which is sent through postal services and email marketing is done by sending electronic mails.

A good example of the worst mode of email marketing is the emails ending up in the spam folder of an email account. The mindless email bombardment gives email marketing a bad name. It is done by buying email lists and sent out promotional content to everybody on the list, at times repeatedly.

Email Marketing and Marketing Automation

The main intent of businesses behind email marketing should be to keep their prospective and existing customers in the loop about products and services. The messages should be tailor-made considering user behavior to make it more effective.

How is Email Marketing Personalized?

Particular individuals or a group of people can be targeted for sending personalized email messages. One example of email marketing personalization is sending emails with special deals on products or services on customers’ birthdays or anniversaries.

Email marketing is the way to develop a company’s relationship with its customers with the hope of increased customer loyalty which will help to boost sales.

The best practices of email marketing include developing one’s own email list rather buying one off the market. It should be opt-in and not opt-out, which means taking permission from customers to send promotional content. It is important to send emails that are mobile friendly since most emails are checked on mobile devices.

Advantages of Email Marketing

Two of the major advantages of using email marketing are ease of use and pricing. Emailing is the most inexpensive way in comparison with other marketing modes to advertise products or services of your company. It is also quite easy to set up and track email marketing campaigns. Thus, small businesses are able to use email marketing effortlessly.

You can send newsletters to all the email addresses you gathered from people who visited your website and provided the necessary information. The newsletter could contain your company update, special offers, any upcoming events, etc. You can also remind them about your business and how it is a great idea to revisit you again.

The relevance of Email Marketing in Today’s World

Though companies are using social media for advertising, email marketing has held its ground still. As per a study by HostPapa:

  • Only 61% of Internet users use social media, a whopping 94% use email.
  • About 75% of adult online users prefer email marketing over other marketing methods.
  • Email marketing can be done by consent by using the “opt-in” feature.
  • Demographics of the users can be targeted for email marketing.
  • Emails provide more analytics and reporting capabilities, like open rates, click-through rates, conversions, and bounce rates.
  • It is possible to format emails in more different ways than social media messages.

One of the most important advantages of using email over social media is that people are more likely to see an email than a post on social media. There is no guarantee that your target audience would see a post on social media because it might not show up on their social media streams. However, an email would always be present in a customer’s email account until it is deleted.

How Email Marketing is Important in Marketing Automation?

Businesses use marketing automation software to bring in more buyers, more web traffic, enables greater retention and customer loyalty. With the help of personalization engines, marketing automation is able to engage existing and potential customers through extremely relevant content for them, which in turn with convert them into customers and repeat ones.

You are able to connect to customers on a one-on-one basis and build a close relationship with a large number of people just by streamlining this process. Email marketing is an important aspect of marketing automation for all these reasons and much more. It is one of the most effective modes of marketing automation. Moreover, it is the easiest to automate. With email marketing automation, a lot of things can be done and prevented by companies.

Email marketing automation:

  • Reduces the rate of cart abandonment
  • Increases email open rates
  • Boosts income through up-sales
  • Automate loyalty programs
  • Trigger offers and discounts.

When you choose email marketing for marketing automation, you get to enjoy a lot of benefits. Some of the benefits of using email marketing automation include:

  • Cost-effectiveness
  • Reach more mobile using customers
  • Easy to personalize content to increase response rates
  • Interactive marketing
  • Easy to track and measure marketing campaigns

With all these advantages of using email marketing for marketing automation to boost the rate of growth, you can start planning its implementation for your business. If you want to make your email marketing campaign a success, you need to start looking for avenues to grow your email list, consider the type of content you would offer, how you are going to get more conversions over a period of time.

If you do not already have a team of experts for email marketing automation, it is time you engage an agency for your company. An email marketing agency would know all the tried and tested ways to increase your email list, provides quality content to your subscribers, engage and convert target audience to customers.

Featured image source: Freepik

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Published by Apoorv Bhatnagar

Apoorv Bhatnagar is a Digital marketer at Freshworks Inc. He generally writes about software that improve your marketing, sales or hiring process.

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