List Building, Campaign Creation, A/B Testing

 

7.1 What is Email Marketing?

• Email Marketing means using emails to promote products, services, or content directly to potential or existing customers.

• It helps businesses build relationships, share updates, and drive sales through personalized messages.

• Emails can be promotional, informational, or transactional.

Simple Definition:

Email marketing is the process of sending targeted messages through email to promote a business, engage customers, and increase sales.

Example:

• A shopping website sending “50% Off Today!” email.

• A college sending newsletters to students or alumni.

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7.2 Importance of Email Marketing

1. Direct Communication:

   • Reaches customers directly in their inbox.

2. Cost-Effective:

   • Cheaper than print or digital ads.

3. Personalized Messaging:

   • Emails can include customer’s name, interests, and purchase history.

4. High ROI (Return on Investment):

   • Email marketing gives one of the best returns among digital channels.

5. Customer Retention:

   • Keeps existing customers informed and loyal.

6. Measurable Performance:

   • Open rate, click rate, and conversion can be tracked.

7. Automation Possible:

   • Tools can send automated welcome or reminder emails.

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7.3 Types of Email Marketing

Type	Purpose / Example
1. Promotional Emails	Promote new products, discounts, or offers. Example: “End of Season Sale – 40% Off!”
2. Informational Emails	Newsletters, blogs, or updates about company events.
3. Transactional Emails	Sent automatically after a user action. Example: Order confirmation, password reset.
4. Welcome Emails	Sent to new subscribers as a greeting.
5. Re-engagement Emails	To win back inactive customers. Example: “We miss you! Come back for 10% off.”
6. Drip Campaigns	A series of scheduled emails sent over time.

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7.4 Steps in Email Marketing Process

Step 1: Build an Email List

• Collect email addresses through website sign-ups, social media, or events.

• Offer freebies (like eBooks, discounts) to encourage sign-ups.

Step 2: Segment the Audience

• Divide subscribers into groups (e.g., new customers, loyal buyers).

• Helps in sending relevant emails.

Step 3: Design the Email

• Use templates with appealing layout, images, and brand colors.

• Keep content short, clear, and mobile-friendly.

Step 4: Write the Subject Line

• Most important part — should grab attention!

• Example: “Exclusive Offer Inside 🎁”

Step 5: Add a Call to Action (CTA)

• Encourage user action.

• Example: “Shop Now,” “Learn More,” “Subscribe Today.”

Step 6: Test the Email (A/B Testing)

• Send two versions to see which performs better.

• Change one element (subject line, image, or CTA).

Step 7: Send & Analyze Results

• Track open rate, click rate, and conversions using tools.

• Improve future emails based on data.

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7.5 Key Email Marketing Metrics

Metric	Meaning / Use
Open Rate	% of recipients who opened your email.
Click-Through Rate (CTR)	% of people who clicked a link in your email.
Bounce Rate	% of emails that failed to deliver.
Conversion Rate	% of users who completed the desired action.
Unsubscribe Rate	% of users who opted out of your list.

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7.6 Best Practices for Effective Email Marketing

1. Get Permission:

   • Always use opt-in methods (avoid spamming).

2. Personalize Messages:

   • Use names and relevant content for each user group.

3. Keep Design Simple:

   • Use clean templates and readable fonts.

4. Optimize for Mobile Devices:

   • Most emails are opened on phones.

5. Write Clear Subject Lines:

   • Keep it short (under 50 characters).

6. Add Strong CTA (Call to Action):

   • Example: “Buy Now,” “Book Your Seat,” “Claim Offer.”

7. Send at the Right Time:

   • Best times: Tuesday to Thursday, mid-morning or early afternoon.

8. Test Before Sending:

   • Check for spelling, broken links, and formatting.

9. Analyze & Improve:

   • Use analytics to learn what works best.