E-Mail Marketing

E-Mail Marketing is the marketing and distribution of marketing strategies with creative and interesting content in digital environment. This is an e-mail with a sales text and call to action sent to the customer list, or it encourages the customer to click on the embedded link and visit the website. Even if you are not an online business, email marketing can be used to strengthen the brand, increase the perception of the potential audience about the brand and increase awareness.

Where is E-Mail Marketing Used?

E-mails informing registered customers of the online store new campaigns and discounts
A hotel or tour company offering special discounts for summer
A business that provides collective information about the conference
An organization or club that notifies existing subscribers of a change or update
E-mails from the online news site or blog that provide current news

Advantages of E-Mail Marketing

Measurable

Metrics are important as to which customers clicked which campaign post and which ones clicked on the site link. The most popular tools for making these measurements are;

Mailchimp: It is a tool that enables the mail sent to reach the recipient without falling into the spam box and then reports the read and conversion rates of the mail.

Campaign Monitor: A paid tool that generates e-mail based on data from previous campaigns.

ActiveCampaign: It is a paid system with CRM system for e-mail marketing and managing people. It also analyzes emails and conversions.

Constant Contact: Customer support, online chat with features such as e-mail marketing campaigns used in the tool. It also provides measurement reports to the user.

GetResponse: E-mail marketing, marketing automation, reporting analysis and features such as CRM system is a paid tool that includes the structure.

Reaching Very Large Audience

There is a huge audience using E-Mail. In 2017, it is known that there are around 5 billion e-mail accounts in the world. This means that appropriate customer profiles can be distinguished and usage habits are evaluated, reaching out to many people and promoting. The return rate of this marketing channel is much higher than that of social media.

High incidence of potential mass

When content is sent to a customer via email, the rate of seeing the message in that mail is higher than other digital marketing rates. Even if the mail is not opened, the brand can still keep in mind. Also, the mail will remain there unless it is deleted. This increases the brand’s awareness. The percentage of customers who see a share on social media is much less.

Common

E-mail is the most widely used area of content marketing in online commerce. According to OrbitMedia 2017 data, it is possible to see the channels through which marketing businesses conduct content marketing. According to this graph, 93% e-mail is preferred.

Cheap

It is inexpensive and effective than most digital marketing channels. Mail with good design and content with very low budgets provides positive feedbacks. In this area, the relevant customer can be reached and a return can be achieved without the need for large advertising budgets.

Return on Investment

ROI success is very high. So you can get more money for your investment in this field. According to the researches, investing in e-mail marketing in terms of trade channels from producer to consumer can give up to 256%. This ratio reveals that email marketing has a very important place in digital marketing channels.

Website Visitor

The traffic of the website or social account increases with the links and redirects or social media links found at the end of the e-mails. SEO results rises and the visibility of the website in the search engines increases. Even if a business doesn’t do e-commerce, it can do email marketing to strengthen its brand and upgrade its website.

Things to do in E-Mail Marketing

The target audience of the campaigns should be well defined. These analyzes and measurements should be obtained if working with a wide and diverse audience. You can invest in an application or analyze these familiarities with data mining.
Ad content must be high quality and striking. Ad text should include slogans and striking phrases. The necessary information – the time and place of the seminar, the discount campaign code, the necessary referral links, the appropriate headings, the social media account links – should be available in the mail content.
It is important how often and when to send an e-mail to the user. Each time the mailbox is opened, seeing the mail or publicity from the same business can squeeze the user and prevent sending mail. Otherwise, the enterprise may make the customer forget himself / herself.
Campaigns to attract customers should be produced. Sending mail without user consent is unethical and illegal, but many online stores campaign to register or subscribe to prospective customers. For example, a 15% discount on the first online shopping or a gift point for those who sign up with a Facebook hesabı ile kayıt olup paylaşım yapanlara hediye puan gibi çekme kampanyaları çok olumlu dönüşler alır.
Visual content should be used and attention should be paid to content design, visual designs attract the user’s attention and increase the retention.
The results of the strategies need to be measured. These measurements should look for answers to questions such as how many users have opened the mail, how many of them have clicked on the relevant link, and the type of content that comes back.
Content and visuals should be optimized for mobile. Today, the vast majority of people check their mails over the phone.
Social media accounts must have membership forms for newsletters. The registration of potential customers increases the rate of return on the mail.
Content must be tested in a particular group of members. For example, a group of 20% can be sent to the group in different ways to see which one has the most positive results. It can then be distributed to the most successful remaining members.

Legal Obligations for E-Mail Marketing

Sending mail to people who do not have any record of not wanting to hear from a business or store is a violation of spam laws in most western countries. It is also unethical and can cause customers to gain dislike and prevent news coverage. In 2007 data, spam messages accounted for 95% of all e-mail traffic, while in 2013 it was known that the rate of these mails dropped to 63%. Of course, spam legislation published in Europe and America also helped in this regard.

Turkey has also made arrangements in this regard. fax and electronic communication laws in Article 50 without permission of the update, and users who subscribe to Turkey in 2010 and through e-mail marketing, political or sexual mails can not be dropped. Users may withdraw these permissions free of charge once they have given permission, and those who violate this article shall be punished with an administrative fine of 10 thousand to 100 thousand.