Email marketing is the term used to describe the practice of sending out emails at scale and it is one of the most direct ways to speak to your target audience. Unlike other forms of digital marketing, which work by helping consumers to find your website, email marketing speaks directly to a captive audience.
The starting point of any email marketing campaign is data, whether it is a purchased list or your own carefully curated list from people who have signed up via your website. Using this data you can push communications out regarding promotions and product information. Used effectively it can be one of the most potent ways of generating leads and delivering enhanced sales.
Email Testing & Analytics
Once you have your data, the next step is to write copy and develop creative that will resonate with your audience and encourage them to take action. A/B testing is a great way of finding out which subject lines, images and content have most appeal to your customers and deliver the best results. As with all forms of digital marketing, tracking is key and by using automated marketing platforms you can be totally in tune with open rates, link clicks and conversions.