Email Marketing

What is it?

Email marketing is the use of electronic mail to send commercial messages to a group of people. It is a form of direct marketing, however it can be directed to specific audiences, for example your current customer database or potential customers who have signed up for newsletters.

This campaign works on an opt-in structure, whereby all recipients of the marketing emails have agreed to receive the email. For example the recipients may have opted in via a form on your website or by checking a box during the buying process.

Best time to send an email

Research conducted by GetResponse concluded that sending newsletters during readers’ top engagement times of 8 a.m. – 10 a.m. and 3 p.m. – 4 p.m. can increase their average open rates and CTR by 6%. However, it takes more than awareness of the top engagement times to optimise email timing. You must take into consideration factors including knowledge of time zone differences, your subsccribers' daily routines and other marketers practices.

See the info graphic [Email hour by hour] for a thorough breakdown of email open rates.

Essentially, for the best results, you should schedule email delivery taking into account:

  • Emails reach the best results within 1 hour after landing in the inbox.
  • If your recipients are occupied with other activities, they won’t be able to engage while it’s still fresh and therefore your message will be lost in the crowd of more recent messages
  • Scheduling messages to hit the inbox no later than 1 hour before the top open times will help optimise engagement rate
  • If your emailings go to worldwide lists, make sure you use solutions that optimize delivery times in different time zones

DIfference between email marketing and marketing automation

There are many differences between an email marketing and a marketing automation application. An Email Service Provider provides you the ability to send mass blasts and track open rates, but this is not scalable. On the other hand, marketing automation allows you access to powerful features like multi-step campaigns, lead scoring, and analytics, which makes for a more strategic email tactic.

With email marketing alone, you may face these challenges:

  • Email marketing is time consuming
  • Confusion as sales team may not know what leads to follow up with
  • Unable to keep leads engaged with communication
  • Trouble scaling
  • Revenue can not be attributed to email marketing efforts

For more information on the challenges, click [here]

Is email automation right for your organisation though?

If you are unsure, you need to take a look at your organisation and the marketing practices implemented. Marketing automation should be considered if:

  • Customer buying process lasts longer than a week
  • Sales are not driven by sending out emails alone
  • The marketing team needs an easier way to send targeted email campaigns
  • There is not enough time for the marketing department to do everything they need to with the resources they have
  • Products and/pr services are sold to different demographics
  • Different messages need to be sent to different titles and industries
  • You want to know which of your marketing campaigns is most effective
  • You can't tell whether you should be spending more or less money on marketing