The massive flow of information that falls on people forces marketers to strengthen relationships with existing customers and look for new ways to attract attention. After all, customer retention reduces marketing costs and increases loyalty.
According to research by Yankelovich, in 1970, a person saw about 500 ads daily, and in 2006 the figure increased to 5,000. Ready to know how much promotional information we have to process today? From 4000 to 10 000 ads. That’s why attracting new users is becoming harder and more expensive every day.
The massive flow of information that falls on people forces marketers to strengthen relationships with existing customers and look for new ways to attract attention. After all, customer retention reduces marketing costs and increases loyalty. And how can we interact with our existing customer base? That’s right, with the help of email marketing.
In this article, you will learn what an email marketer should do and how to become one. And we will start with the main thing – with the basics.
Why Companies Need Email Marketing
Email marketing is an effective tool for promoting a business. However, every year at least one article appears on the Internet that “mailing lists are dead” and have no future. And what do the statistics show?
She regularly proves that email marketing is thriving. According to HubSpot, 99% of users check their email daily, making email newsletters a unique channel for interacting with their target audience. Here are the top 6 reasons why brands choose email marketing:
- Budget. Other marketing channels require more investment than email marketing. For example, in the SendPulse mailing service, you can send up to 15,000 emails to 2500 subscribers every month for free. The service has a wide functionality that helps to improve campaigns and increase their effectiveness. Automate email marketing with Automation 360, create original templates in an easy-to-use email builder, track statistics, and more.
- Segmentation. Companies segment the target audience based on gender, age, purchases made, hobbies, interests and other data. Dividing customers into groups allows you to send relevant emails and increase response. Segmentation helps maintain audience engagement, nurture brand advocates, and build loyalty.
- Analytics. Email services allow you to track the effectiveness of campaigns based on such metrics as deliverability, openability, bounce, clickability and others.
- Personalization. The ability to personalize email newsletters helps brands strengthen relationships with subscribers, increase customer retention and provide them with a personalized approach. According to ActiveTrail statistics, 82% of marketers noted an increase in open rate after email personalization.
- Privacy. Through personalization and segmentation, companies build relationships with audiences. This increases the level of trust in the brand, so customers open and read letters with special trepidation. After all, this is not a post that all subscribers see, but a personal appeal.
- Cross-platform. Users read newsletters, both from computers and mobile devices. Approximately 46% of people view emails on their mobile gadgets. Therefore, brands that adapt mailings increase the reach of the target audience.
What an email marketer should be able to do
Companies send email newsletters to increase loyalty, sell goods and services, and increase brand awareness. A good email marketer is a copywriter, strategist, psychologist, and analyst. Let’s take a closer look at what you need to be able to:
● Write competently and to the point. A newsletter is a small message in which it is essential to clearly and interestingly state the subject of the letter and, most importantly, to push the user to interact. Be prepared to write to a large audience so that each follower feels like you’re speaking to them personally.
● Be tech-savvy. Yes, email marketing requires knowledge of DKIM, SPF, DMARC, HTML layout. You can read more about these and other terms in the SendPulse Glossary or the Knowledge Base. And to get acquainted with the basics of email marketing will help a free video course.
● Understand the trends in the market and be able to pick them up. If the company’s mailings do not keep up with the times, they will quickly get bored. One of the tasks of an email marketer is to keep his finger on the pulse, and the foot is “in the doorway.” Only in this way will you be able to quickly pick up a trend and use it before it ceases to be a trend.
● Be creative and be able to stand out. According to the statistics of THE RADICATI GROUP, an office worker receives about 90 letters daily. And how many emails are in your email account? Agree. In such a large flow, it is difficult to stand out. Therefore, a creative approach is the only thing that can help create a particular newsletter, an intriguing topic, and an original offer.
● Be able to build strategies. It is not enough to create one letter. You need to think through at least 3-to four campaigns in advance. The strategy allows you to competently build relationships with the audience and lead customers from mailing to mailing.
● Analyze the process and results. For every email marketer, it is essential to know how to work with Google Analytics and Yandex.Metrica. Find training courses, read articles from reputable resources, watch video tutorials on YouTube.
How to start the path of an email marketer
Of course, with the definition of the direction. Choose the area that interests you the most—for example, copywriting, design or layout. Decide on the sphere: event industry, fashion, and others. Subscribe to the newsletters of companies in the selected area.
As soon as you feel that you have already figured out the topic and are ready to try your hand, look for the first customers. Do not immediately hit a big jackpot, fulfill an expensive order or get into a high position in a large company. Just start practicing the skills. Offer your services to relatives, friends, and acquaintances. As a rule, they become the first customers.
Try to find a mentor or curator. Ask to do the work for a nominal fee or free in exchange for gaining valuable experience. Working with an experienced practitioner will give ten times more than any theoretical guide.
Start building your portfolio. Remember, it should not contain hundreds of cases, a few different and interesting examples will be enough. Add a portfolio to your resume. Attach a link to it on your Facebook or LinkedIn profile. Today, HR specialists regularly monitor social networks so that you can get the first serious offer directly in the messenger.