Email marketing accounts for 89 percent of digital marketing. According to the latest statistics, the withdrawal rate from email marketing campaigns is just 0.1 percent, highlighting the importance and success of this type of digital marketing. This section provides detailed information to help you decide how to effectively support your company through email marketing and let you know What Email Marketing is.

What is Email Marketing?

Email marketing involves sending messages to potential customers who have subscribed to your email service. It is a form of digital marketing that focuses on communication through educational, service-oriented, commercial, or other types of content. The main types of email marketing include:

Newsletters

These are the most commonly used in email marketing. They involve regularly sharing content with subscribers, such as offers, products, updates, and more.

Promotional Emails

These contain sales or commercial content to promote your products or services to subscribers, encouraging them to make a purchase.

Transactional Emails

These are automatic messages sent to current customers, such as password confirmations, changes, or specific actions.

Welcome Emails

These are also automatic messages sent to welcome new subscribers or customers to your email list, providing information about your product or company.

Feedback and Survey Emails

These are used to gather customer feedback and opinions about your product, helping you improve your service or product.

Re-engagement Emails

These are sent to inactive customers after a specified period to encourage them to reconnect by offering incentives to re-engage.

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The Importance of Email Marketing

Email marketing is important because, unlike social media platforms that follow specific algorithms and may require paid promotions to reach your audience, email allows direct communication with subscribers. Key advantages include:

• Direct communication with subscribers.
• No third parties controlling content delivery, unlike Google or Facebook algorithms.
• Precise targeting of an audience interested in your product.
• Low cost for distributing messages.

Email Marketing Services

Email marketing services vary based on the brand, service, and desired goals. Key services include:

• Selecting the best marketing strategies, creating email lists, and executing campaigns.
• Creating email lists of customers interested in your brand and segmenting them based on shared characteristics.
• Evaluating and analyzing marketing campaign results and continuously improving strategies.
• Direct and continuous communication with customers regarding their opinions on your brand.
• Collaborating with marketing teams for content creation and email design.

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Benefits of Email Marketing

Email marketing offers several advantages beyond owning a personal marketing resource that you can use as you see fit. Additional benefits include:

• Providing appropriate offers to customers based on their email segmentation.
• Reconnecting with customers who added items to their shopping cart but did not complete the purchase by offering incentives to finalize the transaction.
• Increasing brand awareness by sending information about your company or product to new subscribers.
• Attracting potential customers or encouraging current customers to purchase your product, increasing sales and profit.
• Direct communication with customers via email fosters loyalty between your company and the customer.
• Access to customer data through email services helps understand their interests and provide suitable offers.
• Analyzing customer data aids in making informed marketing decisions.

Popular Email Marketing Platforms

Here are some of the most commonly used email marketing platforms recommended by experts for their effectiveness in e-commerce:

Omnisend

Previously known as Soundest, Omnisend works with Shopify, Tictail, and other commercial platforms through an API. It includes a "campaign boost" feature that resends emails to customers who didn't open the previous message, useful given the high volume of commercial emails customers receive daily. The pricing starts at $10 per month for up to 500 subscribers and 15,000 daily messages.

Klaviyo

Klaviyo is a leading email marketing platform that integrates directly with Shopify. It offers customer segmentation based on interests, allowing targeted campaigns to convert potential customers into actual buyers by tracking abandoned carts or viewed items. Klaviyo also integrates Shopify customers with Facebook audiences. Pricing starts at $25 per month for up to 500 subscribers and 3,000 daily messages.

Rare.io

Rare.io is a primary email marketing platform that sends suitable and attractive messages to customers on all devices. It includes features like personalized recommendations and custom coupon codes, and it targets customers based on existing segments such as location. It also includes integrated A/B testing, resulting in higher click-through rates and order volumes. Rare.io offers a free plan for up to 99 subscribers with unlimited daily emails.

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How to Create an Email Marketing List

To create an email marketing list, follow these steps:

1. Open your email service page.
2. Click on "My Contacts."
3. You will see a list with four sections: "Group Name," "Email," "Phone Number," and "Job Title or Company Name."
4. Click on "Create Label" below "Create Contacts."
5. Fill in the label with customer names or phone numbers and add customer information to the list.
6. You can link multiple lists and send content to a larger number of customers.

Metrics for Evaluating Email Marketing Campaign Success

Here are key metrics to help you evaluate the success of your email marketing campaigns:

• Open Rate: The percentage of recipients who opened your email.
• Click-Through Rate (CTR): The number of people who clicked on a link in your email.
• Conversion Rate: The percentage of recipients who clicked a link and completed a desired action.
• Bounce Rate: The percentage of emails that were not delivered.
• Unsubscribe Rate: The number of recipients who unsubscribed from your emails.
• List Growth Rate: The increase in the number of subscribers or customers.
• Email Complaints: The number of recipients who marked your email as spam.
• Social Shares and Forwards: The rate at which your email was shared or forwarded.
• Return on Investment (ROI): The profit generated from your email marketing strategy.
• Mobile Click Rate: The percentage of clicks from mobile devices.