What is email marketing from Jeff Jackson's blog

Beginners often equate two concepts: email marketing and email newsletters. In practice, these terms are not interchangeable. In short, email marketing is a combination of actions with a clearly developed strategy, the ultimate goal of which, as a rule, is to increase the number of clients and increase profits. Email newsletters are a tool for achieving this goal. But the differences do not end there. Let's consider the features and functions of email campaigns in general, and why email marketing is still relevant.

An email newsletter is a letter sent to several recipients at once, for example, from a corporate email molodec@molodec.com. It can be sent from a mail client / web interface or using a specialized service. But for now, this is just an email newsletter. If you check the appropriate boxes when creating a newsletter, you can even get statistics on whether the letter has been delivered and opened by the recipients. That's all.

In addition, email distribution is often understood as spam, that is, sending letters without prior consent. Email marketing implies working only with a legitimate base. And collecting such subscribers is a separate part of the strategy.

Email marketing is a system of goals and an action plan, consistent, nested one inside the other: the first is the simplest, most obvious, superficial, the last is the core, the final goal. It is an effective Internet marketing tool through which a brand directly communicates with a potential or existing client. Email marketing is aimed, among other things, at increasing loyalty, unlike spam mailings, which only cause negativity.

A samurai has no goal, only a path. But a marketer must have a goal. Without it, it is impossible to understand where to go and how; it will not be possible to evaluate the effectiveness of the work. Therefore, the creation of an email marketing strategy begins with setting a goal that is relevant to the tasks of the business.

In marketing, all goals are usually divided into three types: those aimed at increasing awareness, loyalty, and sales. But in order to achieve a goal, it must be clearly formulated. To do this, define the metrics by which success or failure will be assessed and set deadlines for their implementation.

Examples of email marketing goals:

• Bring at least 10,000 visitors to the site from email newsletters monthly;
• The share of sales in the email channel is at least 20% in 2024;
• Increase email marketing ROI by 15% per quarter.

Learn how to set goals effectively using SMART criteria

Once the goal has been formulated, we determine the path to it.

An email marketing strategy, like any marketing tool, is important because it describes the path and plan for achieving the goal. After all, when the goal is defined, it is important to choose the mechanics that are right for you.

Basically, an email marketing strategy consists of the following blocks:

• Target audience analysis : email marketing, being a part of marketing in general, is based primarily on target audience analysis.
• Collecting a subscriber base : where to look for subscribers and how to collect evidence of consent to receive mailings?
• Welcome email series : What emails will new subscribers receive?
• Content plan for mass regular mailings: what and how often to write to subscribers? How to segment mailings?
• Automated Mailings : What Communications Can Be Automated?
• Reactivating your database : what to do with subscribers who don’t read your emails?

How advise SOCLEADS.COM in different business niches, the emphasis in the email marketing strategy is placed on different blocks. Where there is a long transaction cycle and little or no repeat sales, special attention is paid to the welcome series of letters; e-commerce projects "bet" on mass mailings and trigger (automated) letters. 

Note the main difference between email newsletters and email marketing: email marketing, like any marketing, relies on the audience. Everything starts with its analysis and collection of the database. And only after that we move directly to the newsletters, which are in fact an email marketing tool and part of it.

You can only prepare relevant sales mailings if you understand who you will be sending them to and why. Let's consider an example where you cultivate your client/consumer by sending them a series of emails, each of which is the very same nesting doll that solves a specific problem on the way to the true goal. 

You have a new product from which a certain revenue is planned. To sell it, you need to promote it to the market. The client will not buy the product if you do not convince him of its necessity. So, the client must trust you. He can trust you for several reasons. Depending on the reason, the strategy will change. Let's consider three main ones.

• you provided a service to the client, i.e. you helped him out. In this case, the email newsletter will be aimed at increasing the credit of trust (the biggest and most noticeable nesting doll for us). To implement it, we will provide free services, make tempting offers and give discounts.
• you have established yourself as a specialist firm, your authority is recognized. In this situation, in your email newsletters, share exclusive and useful content that makes it clear: we know what we are dealing with and what we are talking about. We are professionals.
• the client likes you, even though he knows nothing about the company? The client certainly has reasons to like you, but he is not yet fully aware of them. We win him over by the fact that our letters are colorfully designed, written in simple, understandable language and without errors (logical, spelling, etc.). We do not "dry out" the content, but dilute it with appropriate jokes, sayings, proverbs and comments, thereby showing that we have common cultural roots, we are on the same wavelength.

We tell the client: "We are your reflection, which means you can trust us as yourself." Using email marketing gives you the opportunity to "get into the pocket" of the owner of the email address if you managed to "get into his soul." And this point is precisely about "getting into his soul."

Thinking through the tactics and strategy of a series of emails, its content (text, graphics, meaning), emotional charge, quantity and frequency of mailings, to whom, when and how to send letters – this is email marketing.

But when, after establishing trust, you manage not only to promote a new product, but also to achieve a certain sales volume – congratulations! You have reached the last nesting doll! This is cool and competent email marketing.

Novice marketers, not seeing the difference between email marketing and email newsletters, start sending newsletters without analyzing the target audience and collecting consent, end up in SPAM and conclude that this channel does not work. But this is not true. also you can scrap emails from linkedit how shown here https://socleads.com/linkedin-email-scraper/ 

Yes, people spend a lot of time on social networks and messengers now, and it may seem that you need to look for an audience and work with it there. But promotion in social networks is very different from email marketing. Answer two questions:

• Where does work correspondence take place?
• Why do people go on social networks?

Here's a hint: for most people, email is a safe place for business correspondence, while social media is a place for relaxation. Do you feel the difference? That's why email marketing is still a more effective tool for promoting products, services, or a personal brand than social media.