Email Marketing: Definition, Types, and Process

Class:B.Com I yr

Subject: E-Commerce and Digital Marketing

Subject:MDC

Asst.Prof.Manju Kumawat

1. Definition of Email Marketing

Email marketing is the act of sending emails to a group of people with the goal of building relationships, promoting products or services, or nurturing customer loyalty. It's a direct way of communicating with potential or current customers via their inbox, allowing businesses to deliver targeted messages that can drive conversions (like purchases, sign-ups, or engagement).

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2. Types of Email Marketing

Here are the most common types of email marketing campaigns:

• Newsletters
  Regularly sent emails that contain updates, news, or valuable content. They keep subscribers informed about your company, industry, or product updates.

  • Example: Monthly updates on blog posts, product launches, or company news.

• Promotional Emails
  Emails that focus on promoting a product, service, or special offer. These are often sent to encourage immediate action, such as a purchase or sign-up.

  • Example: "50% Off Sale on All Items – Today Only!"

• Transactional Emails
  Automated emails triggered by a user's specific action, such as making a purchase or changing a password. These emails confirm the action or provide necessary details.

  • Example: Order confirmation emails, shipping notifications, or account setup emails.

• Behavioral Emails
  Triggered based on a customer's actions or behavior, such as abandoning a cart or browsing certain pages on a website. These emails are personalized to the recipient's interests.

  • Example: An email reminding a customer about items left in their shopping cart.

• Re-engagement Emails
  Sent to inactive subscribers to rekindle their interest in your brand or product. This could involve offering discounts, new content, or asking for feedback.

  • Example: "We Miss You! Here's 20% Off Your Next Order."

• Event or Invitation Emails
  Invitations for events or webinars that the business is hosting, aimed at increasing attendance or participation.

  • Example: "Join Our Live Webinar on Digital Marketing."

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3. The Process of Email Marketing

The process of email marketing involves several key steps. Here's how to do it from start to finish:

a) Building an Email List

• Start with collecting email addresses from people who have shown interest in your business. These can come from:

  • Website sign-up forms

  • Social media promotions

  • Contests, giveaways, or lead magnets (e.g., a free guide or discount in exchange for an email)

  Tip: Always get permission before emailing someone—never buy email lists, as this can lead to poor engagement or being marked as spam.

b) Segmenting Your Email List

• Once you have a list of email subscribers, segmentation means dividing your list into smaller, targeted groups. This helps you send more relevant emails.

  • Example Segments: New subscribers, frequent buyers, or people who haven't opened emails in a while.

c) Designing the Email

• Create the content and design of the email. This includes:

  • A catchy subject line that grabs attention.

  • A clean, easy-to-read layout.

  • Personalization (e.g., using the recipient's name or referencing past purchases).

  • A call to action (CTA) – what do you want the reader to do? (e.g., "Shop Now," "Learn More").

  Tip: Make sure your email is mobile-friendly, as many people check emails on their phones.

d) Writing the Email Copy

• Write engaging and valuable content that speaks to the recipient's needs. Your message should be:

  • Concise: Avoid overwhelming the reader with too much text.

  • Clear: Have a clear message and purpose (e.g., promoting a sale, providing information).

  • Actionable: Encourage the reader to take action with a prominent CTA.

e) Automating the Campaigns

• Email automation involves setting up triggered emails based on certain actions or schedules. For example:

  • Welcome emails automatically sent when someone signs up for your newsletter.

  • Abandoned cart emails sent when someone adds an item to their cart but doesn't complete the purchase.

f) Sending the Email

• Choose when to send the email. The timing can greatly affect your open rates and engagement. Test different days and times to find what works best for your audience.

g) Analyzing Results

• After sending the email, it's important to track the performance. Here are some key metrics to measure:

  • Open Rate: How many recipients opened your email.

  • Click-Through Rate (CTR): How many clicked on a link in the email (often a CTA button).

  • Conversion Rate: How many people completed the desired action (such as making a purchase or signing up).

  • Bounce Rate: How many emails didn't reach their destination (due to invalid addresses).

  • Unsubscribe Rate: How many people unsubscribed from your list.

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