Email marketing is the granddaddy of internet marketing. It’s grown from strength to strength since the eighties and doesn’t seem to be slowing down. According to research by Statista shows that around 281 billion emails were sent in 2018. While that number seems unfathomable, it’s said to increase to over 347 billion in 2023.
来源：statista.com
Today, more people read emails on the go. In fact, a study by Marketing Sherpa shows that72％的人喜欢电子邮件通信over all other channels. This makes it a very convenientcontent marketing智能业务的工具。
但是，它在业务营销方面有多容易？
If you’re a business owner trying to figure out how to get started with this marketing method, it can appear to be a little complex. You may also have a host of questions about how it all works, one of which could be whether you should really bother with it.
In this blog post, we’ll give you a closer look at what email marketing is. We’ll go beyond just a definition. You’ll get a look at what you need to launch your very first campaign. We’ll share examples and ideas for inspiration, and recommendations on tools you can use.
But first, here’s that definition we promised:
Email marketing is the process of creating and sending marketing offers to prospects to accelerate the sales process.
Let’s take a close look at that definition.
Email marketing is like all marketing. The goal is togenerate ROIfor your marketing spend. And ROI on email marketing is pretty impressive. Brands have generated as much每花费$ 38 $ 38.
使用电子邮件最吸引人的是，与其他营销方法相比，它相对便宜。它也很容易跟踪。
电子邮件如何加速销售流程？
Think about the last email sales offer you received from an online store you last visited or free newsletter sign-up for. Were you offered a free discount coupon? That was a way to get you to purchase something. The offer was to accelerate the sales process.
But what if your business sells complex machinery or software? You can’t exactly offer a 10% off coupon. What do you do?
Good question.
Email marketing can be used in different ways. In the case of a more complex sales process, your goal is to nurture subscribers until they are ready to take the next step (think product demos or have a conversation with sales).
This means that email marketing is used in three ways:
- 为您的品牌或产品建立知名度
- 为了培育铅的潜在客户，后来成为付费客户
- 将潜在客户转换为付费客户
什么是电子邮件营销,你的生意如何Start Using it?:
How to Create Your First Email Marketing Campaign
Getting started with email marketing isn’t as complex as you might imagine. Sure, there’s some thinking to be done (and a little learning) but it’s all possible.
1. Set Your Goal
在您开始考虑要发送的促销报价之前，请退后一步。您必须制定策略。尽管这似乎根本不有趣，但这是确保您开发强大的电子邮件营销活动的最明智方法，您可以学习，以在将来产生更好的结果。
The best approach is to start with your business goals.
Do you have a large sales quota that needs to be met this quarter? Are you behind in sales for the month? Do you need more leads? Have you just launched a new product and need to promote it?
专注于业务目标使您的电子邮件营销与实际业务目标更加一致。例如，如果您落后于每月配额，那么您知道必须产生多少收入。这是一个非常明确的目标。
2.确定您的指标
确定目标是什么，您需要量化它。知道您应该跟踪的指标有助于实现这一目标。如前所述，您可以跟踪电子邮件营销活动的成功。
Continuing with our sales quote goal example, let’s say you sell electronic appliances. You also have a list of customers who’ve purchased other household appliances from your store in the last 12 months. To help you achieve your sales quota, you need to sell more appliances.
您可以创建一个电子邮件活动，并提供符合您的报价的报价。为了跟踪广告系列的成功，以下是您可以考虑的指标列表：
- Email open rate：有多少人接收并打开电子邮件报价
- Click-through rate: how many people click on the link to buy an appliance
- 总电器销售: total sales made to email recipients
3. Pick Your Offer
您的报价是吸引电子邮件订阅者采取下一步的胡萝卜。根据您的目标是什么，以及您计划如何使用电子邮件营销来实现它（建立意识，培养潜在客户，销售），您始终需要为观众创建不可抗拒的报价。
Here’s how you can create an irresistible offer for each email marketing goal.
建立意识：
Building awareness is about education. It’s about helping your audience better define problems they have that your brand can help solve. It’s also about educating them on the solutions available before you can sell to them.
当您使用电子邮件营销来建立知名度时，您的报价是有价值的信息。
In the example below from Hubspot, they share useful information with a subscriber. Hubspot is a marketing automation solution and email is a big part of their service offering.
They also understand that people looking for marketing automation software won’t buy it if they don’t know how to send optimized marketing emails. The solution? They’ve created this email to make the reader aware of how to do just that.
来源：sumo.com
To Nurture Leads:
铅培养涉及指导铅的导线沿着出售的道路。实际上，许多人在业务中越来越意识到的经常引用的统计数据是，实际上，实际上可以立即购买购买者。该统计数据显示，您的市场中只有3％正在积极购买，56％尚未准备就绪，而40％的市场几乎准备就绪。
这就是为什么通过电子邮件营销进行培养的潜在客户如此重要的原因。
铅养育包括创建一系列随着时间的发送的电子邮件。在下面的Framebridge的示例中，他们提供了有关如何吊装艺术的教程。
As an online retailer of custom picture frames and art framing, this is the perfect solution for any subscriber. If a subscriber wants to hang a great piece of art but never purchase a custom frame because they didn’t know how to hang a one, this email is filled with the best information to motivate a sale down the line.
To Makes Sales:
通过电子邮件营销进行销售需要一点智慧。与建立意识和培养一样，您必须有一个有力的报价。在下面的示例中，Uber提出了强有力的报价。
They promote the option of locking-in a flat rate for places you most often go (think work and home). But the offer doesn’t stop there. They also promise to cut you in on discounts for other rides.
Now that you have an idea of how to pick your goal, determine which metrics to track, and understand how to position your offer, it’s time to look at email marketing software.
What is Email Marketing Software?
It’s the lifeblood behind all great email campaigns. It helps brands reach subscribers and also track important metrics to show how campaigns perform.
Email marketing software also comes with a host of useful features. For example, today, you most email marketing software allows you to create landing pages with sign-up forms to help you collect more email subscribers and leads.
Other common features include:
- List segmentation. You can build customer segments depending on your subscribers’ interests
- 分裂测试. Split a segment and test two email campaigns to see which converts higher
- Email templates. A collection of pre-built email formats that you can use
- Email workflows. Send specific emails depending on how your subscribers interact with previous emails you’ve sent
您需要电子邮件软件吗？是的。
Apart from access to the features above, using it streamlines your marketing process. You’ll be able to do more to move your business forward in less time.
How Much Does Email Marketing Software Cost?
Prices range from $0/mo upward. Email marketing software providers often base their pricing models on the number of subscribers you’ll email and the set of features available with each plan.
If you’re looking for great providers, here are three worth looking into:
来源：capterra.com
- 从$ 0/mo开始。
- Monthly email sends: up to 10,000
- Contact list size: 2,000
- 应用集成：200+
- 电子邮件模板：是
- 电子邮件捕获表格：是
- Metric tracking: Yes
- 支持1个用户
- Landing pages: Yes
- 自动化：是 - 限制为1个实例。
- 从$ 29/mo开始。
- Monthly email sends: up to Unlimited
- 联系人列表大小：1,000
- App Integrations: 70+
- 电子邮件模板：是
- 电子邮件捕获表格：是
- Metric tracking: Yes
- 支持1个用户
- Landing pages: Yes
- 自动化：是 - 无限
- Free trial: Yes - 14 days
- 从$ 20/mo开始。
- Monthly email sends: up to Unlimited
- 联系人列表大小：1,000
- 应用集成：是
- 电子邮件模板：是
- 电子邮件捕获表格：是
- Metric tracking: Yes
- 支持1个用户
- Landing pages: Yes
- 自动化：是 - 无限
- Free trial: Yes - 30 days
How to Structure Your Email
将令人信服的电子邮件营销优惠组合在一起有两个部分。首先是一个强有力的报价。第二个是创意内容。
Creative content includes:
- Email design: the colours, graphics and structure of the email
- Email copy: the words you use to persuade readers to take action
Design Tips
设计电子邮件时，请记住以下X提示：
Make it Responsive
今天，越来越多的人在手机上阅读电子邮件。设计您的以在移动设备上渲染，使更多的人立即采取行动。
Include Your Logo
人们经常寻找方法来确定电子邮件是否来自信誉良好的来源。包括您的徽标可以帮助他们识别您的品牌，尤其是如果您将来会发送更多电子邮件。
Use the Right Balance of Colour for Emphasis
颜色是一种强大的工具，尤其是用来激发动作的功能。根据您的报价，请始终参考colour psychologyas a guide for how your email will influence readers
Limit the Number Fonts
While there are hundreds of fonts, try and stick to commonly used options. Email applications are capable of recognizing most but often struggle with a few. The outcome can lead to eligible text and a lost opportunity to engage a lead.
Compress Your Images
Large emails can get caught in spam and can also a little longer to download. Compress yours to ensure your emails get delivered.
Copywriting Tips
与您的电子邮件设计相比，您的消息传递会更加繁重。这是您可以用来吸引读者的一组技巧：
Know Your Audience
了解您的听众感兴趣的理解。了解他们是谁，他们试图解决的挑战以及他们的愿望会有很长的路要走。您可以获取这些见解并将其应用于您的副本，以使其具有强烈而引人注目的消息传递。
使用引人注目的主题行
所有电子邮件总是由订户审查。这就是人们确定电子邮件是否值得花时间的方式。当您制作标题时，请专注于创建一个：
- 帮助reader see themselves in a better-off position
- Piques interest
- Inspires action (creates urgency)
Identify a Challenge
Depending on your email goal, identifying the right challenge or problem will help you immediately capture the attention of your reader.
Sell on Emotion and Justify With Logic
The first rule you learn as a copywriter is that people love buying and hate being sold to. The second is that people buy for emotional reasons and justify their purchases with logic.
当你工艺教育津贴il, bare this in mind: understanding your reader also means understanding the emotions that drive them to act. If you know what those are, you’ll be able to create compelling messaging.
Be Personable, but Stay On-Brand
通过电子邮件发送一大批人不应阻止您的信息感到个性化。毕竟，即使您要出售B2B解决方案，您的读者也是人们。因此，使您的电子邮件听起来更人性化，但仍然具有品牌。
Use a Strong Call to Action
Once you’ve made a case for your offer, it’s time to get your reader to take action. Your call to action should be clear and action-oriented.
总结
Email marketing is a powerful tool. It’s used by marketers the world over to generate impressive results, and you can, too. To create effective email marketing campaigns, you’ll need to establish your goals, understand which metrics to track, and how to put together a valuable offer for your readers.
You’ll also need to email marketing software. It will help you create, manage and send attractive emails filled with well-thought-out design elements and persuasive copy.
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