What is Email Marketing?
Email marketing (Email Marketing); It is the use of e-mail
method in messages such as promotion, announcement, information or celebration
carried out by brands, institutions or businesses in order to reach a potential
target audience. E-mail marketing, which has become the focus of attention
with the reshaping of all communication tools in our digitalized world and
especially with Web 2.0; It is a way of communication that is much more
strategic, planned, measurable and has a high interaction rate compared to the
communication tools in the past.
Messages such as sharing advertising campaigns, promoting products
or services, and announcements can be successfully achieved through e-mail
marketing. Businesses that can use the e-mail marketing process
effectively and professionally step forward, and a connection is established
with the users. E-mail marketing, which creates the opportunity to communicate
directly with the target audience without intermediaries, allows businesses to
achieve high conversion rates. The main purpose of this marketing method
is to present the right content to the right audience at the right time.
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Why is Email Marketing Important?
In the digital world where internet usage is increasing day by
day, e-mail marketing method has become a marketing tool used directly by many
brands and businesses. The fact that its cost is very low and that it can
be measured also provides a lot of advantages for brands in terms of cost.
On the other hand, the e-mail method is one of the marketing tools
that has not lost its importance for many years. In particular, e-mails
that are shared regularly and sent on special occasions are a direct marketing
strategy for users. Studies have shown that the vast majority of users
regularly check their e-mail box every day.
- Users Are More Likely to See Your Message
Research shows that checking email has become a regular routine
for many adults. Again, in the study, about 81 percent of Americans check
their personal e-mail at least once a day. Of the nearly 3,000 respondents
who have a corporate e-mail address, 74 percent state that they check their
e-mails in detail several times a day.
As a result, although it is not certain that users will read your
e-mails, it is a good method to communicate with them through the applications
they use every day.
What Advantages Does Email Marketing Offer?
- It is quite cost effective
Email is the most cost-effective marketing tool compared to all
other marketing methods. If you want to reach thousands or even millions
of people, you only have to pay the mail server fee. Even when sending
mass mail, it takes a very short time to deliver as many mails as you want to your
target audience. Mail delivery time is completely related to the features
offered by your preferred mail service.
- It offers a fast and high conversion rate interaction.
Thanks to the communication offered by e-mail marketing, your
response time from those who are interested in your products or services will
be shortened. On the other hand, with the increase in the use of mobile
devices, the fact that users are instantly informed by following their e-mails
on their phones or tablets also increases the speed of interaction.
- Your message is likely to be seen
Many studies reveal that checking mail in adults has become a
regular habit. Of course, this does not mean that your message will
definitely be seen or read, but if you come across it on platforms that are
used regularly, this probability will increase greatly.
- You can create lists suitable for your target audience
With e-mail or in other words e-mailing marketing, you can
categorize your target audience according to many features such as age, gender,
occupation, location and shopping habits; you can create a mailing
list accordingly and send bulk to these lists .
- Analyzeable
Another of the most important conveniences offered by e-mail
marketing is to analyze the advertising campaign created
. When you send the e-mail marketing campaign you have prepared to people,
it is possible to access many information such as how many people have seen
your e-mail, click on your link, how many have deleted your e-mail without
opening it, and how many have marked it as spam.
- Personal promotional content can be created
In line with the e-mail marketing strategy, the products or
services that people are interested in, in a special way; that is, sending
them via mail and messages specially created for their names greatly increases
the rate of sales.
How to Do a Correct and Effective Email Marketing? What Should Be Considered?
The most important point in e-mail marketing is to get users to
read the content by clicking on your e-mail. For this reason, brands need
to increase their e-mail click-through and read rates by using some strategies
in order to reach more people in their e-mails.
One of the golden rules of email marketing is to reach the right
target audience. For this, first of all, a list of customers who consent
to receive e-mails from you should be created. (The users who visit your
website who approve the e-mails that will come from you) Your website is the
indispensable building block of digital marketing. For this reason, it is
an ideal environment to find out if they want to receive e-mails from
you. What needs to be done; to create a simple but eye-catching form
field on your site and invite them to become a member so that they do not miss
the current developments you will offer. You can also add a press release
form or update links to your social media accounts.
To make an accurate and effective e-mail marketing;
- Must create authorized user data
- The list to be sent should be analyzed in detail.
- Email post content should be tailored to the relevance of the
target audience
- An effective header and CTA (Call To Action) should be
created in accordance with the e-mail content to be sent.
- The frequency of sending mail should be determined correctly
and the results should be analyzed well.
- E-mail submissions should be compatible with mobile devices
and content should be prepared accordingly.
- Posts should not contain heavy sales pressure
- Spam content should not be sent
- Users who are on your list and who have left your list
voluntarily should not be insistent by sending e-mails again.
- Effective, striking and attention-grabbing headlines should
be used.
- Standard or similar templates should not be used in every
e-mail sending.
- The same product and service should not be sent more than
once.
- Social media accounts should be included in sending e-mails.
- E-mail delivery time should be planned correctly and should
not be sent in inappropriate time zones
E-Mail (E-Mail) Marketing Companies
E-mail marketing companies try to increase customer loyalty and
potential customer expectations by sending informative, promotional e-mails
that are determined for your products or services, with a high level of
interest according to the target audience. However, posts made via e-mail
increase traffic thanks to the referrals you make to your site. In this way,
your website's SEO and Google Ads values will increase, and you will reach a
relatively better position in search queries.
Email marketing programs; It reports in detail which address
is correct and whose mailbox is full, how many people opened this mail and how
many people clicked on the forwarded link.
Sendpool, Sendpulse, Sendmail, Alibaba, Mailchimp, Amazon Simple
Email Service, euromsg.com, emarsys.com and sendloop.com can be listed as
prominent mailing companies.
- sendmail
Serving with 17 years of experience, the company has focused more
on mailing. With its user-friendly interface, it provides a system where
you can prepare your e-mails using special templates. In addition, there
is no additional charge for your mailings on special days. It presents
information such as who opened the newsletter you sent from which devices and
where, in a detailed report, so you can measure the efficiency of your
newsletter. In pricing, you determine the amount of shipping and make the
payment annually.
- SendPulse
SendPulse, which offers its customers marketing tools such
as e-mail , SMS , web
push , Viber , Facebook , Telegram and WhatsApp ,
has reached 1 million registered users as of March 2019. Thanks
to its drag and drop email editor, it allows you to create
professional email templates quickly and easily. No technical skills or
HTML knowledge is required to create a template.
- Euromsg
Euro.message provides enterprise-grade omnichannel campaign
management, analytical forecasting, reporting and automation tools, and a
reliable, scalable and integrated cloud-based platform that can be accessed
directly from any modern web browser without the need for additional software
installation.
- Emarsys
Emarsys empowers digital marketing leaders and business owners
with an omni-channel customer engagement platform built to accelerate business
results.
- sendloop
Sendloop, which started its operations in 1999 by developing one
of the first corporate-level in-house e-mail marketing software, provides
professional e-mail marketing solutions with 22 years of knowledge, helping
businesses grow faster.
- Amazon Simple Email Service
Amazon Simple Email Service (SES) is a cost-effective, flexible
and scalable email service that allows developers to send mail from any
application. Amazon SES can be quickly configured to support several
different email use cases, such as transactional, marketing, or bulk email
delivery. Amazon SES' flexible IP distribution and email authentication
options increase deliverability and protect sender reputation. Thanks to
the sending of analysis data, the impact of each e-mail is measured. With
Amazon SES, emails can be sent securely, globally, and at scale.
- mailchimp
Established in 2001, Mailchimp has been serving for businesses
with limited budgets for many years. With 12,000 emails per month for up
to 2,000 people, the Forever Free plan is the top in the industry. Also,
it has a very well designed user-friendly interface. Even if you've never
used an email marketing service before, MalChimp's learning curve is easier for
beginners.
- Ali Dad
Alibaba Mail is the only email service provider (ESP) in the
industry that supports public cloud services. It provides smart and
efficient email management services based on the same security architecture as
Tmall and Alipay. Alibaba Mail integrates features such as email
management, online calendar and contact management and works seamlessly with
existing office software applications to achieve better scalability and
integration capability. This service offers enterprise users a brand new
collaboration software solution.