Created July 4, 2023
Updated March 11, 2024
8 min read

Everything You Need to Know About Email Marketing

With over 306 billion emails sent per day (Statista), a number steadily rising and estimated to reach nearly 347 billion in 2023, one statistic stands out for those contemplating venturing into email marketing and integrating it into their web marketing strategy: Email marketing boasts the highest return on investment (ROI) among all marketing activities, with an ROI rate of 28.5% (Chief Marketing).

This impressive ROI is achieved through strong reader loyalty and the simplicity of use and conversion that email marketing offers.

In this article, we will explain what email marketing is, its advantages, and its limitations. We will also share essential email marketing practices to know in 2023, which can significantly increase your website’s purchase conversions, lead conversions, and web traffic.

As a marketing agency and web agency, we believe it’s essential to provide you with these email marketing tips. We’ve observed that implementing these practices for our clients has consistently led to a significant boost in their profitability and the results of their email marketing campaigns.

What Is Email Marketing?

Marketing emails are essential for any business, especially in today’s digitized world. It’s one of the most common marketing tools, and for good reason. Email marketing involves sending automated emails to a targeted portion of your customer base to prompt them to take action for your brand. Chances are, you’ve received marketing emails from numerous brands yourself. There are many things you can do with your marketing emails.

  • Promote a product, service, website, social media, and more. You can send your customers information about your existing or new products or services, invite them to visit your site or read an article, and encourage them to follow you on other platforms like Facebook or Instagram.
  • Offer a promotion. To encourage your existing customers to purchase your products or services, you can offer them a promotion related to an event or status they enjoy.
  • Build a relationship with your customer base. By segmenting your customers into different categories, you offer a more personalized experience, making them more loyal in the long run through the connection you’ve created.

The Benefits of Email Marketing:

To demonstrate the impact of email marketing, consider these statistics:

  • Did you know that 73% of millennials prefer business communications to be through email list? It’s in your best interest to communicate with your customers through their preferred means.
  • There are 3.9 billion daily email users. This places email campaign at the forefront of effective customer outreach. Consumers willingly share their email addresses with brands to stay informed.
  • 59% of respondents say that marketing emails influence their purchasing decisions. Consumers are accustomed to using this tool and know how to make the most of brand offers or opt-out if they lose interest.
  • To top it off, 78% of marketers have seen increased email engagement in the last 12 months. This isn’t surprising given the digitalization of businesses and consumer habits brought about by the pandemic.

After all this information, are you convinced it’s time to add email marketing to your business strategy? You’re right! Email marketing can be highly rewarding, but mastering the tool is essential for optimal results.

Essential Email Marketing Practices to Know in 2023:

Email Personalization

Email personalization is a crucial element today. It involves delivering a consistent and personalized message to your customers based on their interactions with your website. Successful personalization goes beyond basic elements like first names, last names, or birthdays. It depends on the product you’re selling and unique use cases for each.

For e-commerce, we recommend introducing the concept of stock availability for each product to create a sense of urgency for customers who have items in their cart but haven’t made a purchase. This strategy enables you to send numerous marketing emails with personalized messages for each individual.

Marketing Automation 

Marketing automation is more than just a buzzword these days; it’s a solution used by nearly every web marketing agency. It’s ideal for saving considerable time by triggering marketing actions in response to visitor actions. When combined with email marketing personalization, it becomes a potent combination.

Marketing automation’s goal is to contact people at the ideal moment with the right message. It allows you to automate tasks like sending follow-up emails to multiple contacts. Its primary objective is to measure your prospects’ interest in your actions. You can create automated and predefined task scenarios and precisely observe your prospects’ engagement at each stage of your conversion funnel. This is where lead scoring comes in.

Lead Scoring 

Did you know that 79% of B2B companies don’t score their leads? Lead scoring is an entirely automated and straightforward solution that allows you to measure your prospects’ interest in your business or product.

A lead scoring tool assigns points to your prospects and determines an overall score for each action they take (visiting your website, subscribing to your social media, reading your newsletter or blog article, downloading a free document from your site).

Email Marketing Structure and Content 

For effective email marketing, you must strike the right balance between a clear, concise message and an aesthetically pleasing layout. Piquing the reader’s curiosity is equally important for generating engagement. While purely textual content gained traction in 2022, you can still capitalize on hyper-personalized content.

Here are some essential techniques for structuring your email marketing effectively:

  • Include your company’s logo or image in the email banner.
  • Always start an email with a friendly greeting to humanize the customer relationship.
  • Clearly state the purpose of your marketing email. For example, “I’m sending you this email following your order on our website…”
  • Bold important elements in your email content to direct the reader’s attention.
  • Add a call to action with an imperative sentence and a hyperlink like “click here.”
  • Insert an image within the email, preferably with a hyperlink since most people click on images.
  • Sign the email to further humanize the conversation, using a phrase like “see you soon,” indirectly encouraging the person to click on your link.
  • While not mandatory, you can also add a “P.S.” with a funny sentence or anecdote.

Common Email Marketing Mistakes:

To maximize the benefits of email marketing, it’s essential to do it right. Here are some common mistakes to avoid. Don’t worry; email marketing isn’t overly complex; you can do it!

  • Choose the right intervals between your marketing emails. Sending emails too frequently can overwhelm your customers, causing them to unsubscribe. However, sending too few emails may lead customers to forget about your brand.
  • Always call your customers to action. Don’t send emails that serve no purpose other than reminding customers of your existence. Your customers deserve to be reminded of things that interest them about your brand. Whether it’s to encourage a purchase, use a promo code, visit your website, read a new article, or check out a new product—whatever information you provide, customers should be able to access it directly from the email.
  • Respect laws and regulations. It should go without saying, but it’s essential to ensure you don’t end up in your customers’ email spam folders.
  • Leverage customer engagement to build a relationship with them. Take advantage of this opportunity! Vary the content you offer, pause your regular marketing content to request customer feedback and improve your services or products. The insights you gain from customers are invaluable.
  • Run tests. To achieve the best results and refine your strategy, you’ll need to test various techniques to determine which ones yield the best results. You can test different time slots, designs, graphics, and communication techniques. Analyze the results to understand why certain criteria perform better. Each customer base is unique, so adapting to yours will lead to greater success.

To get started with email marketing and make the most of this valuable marketing channel, it’s essential to build an email list by using email service providers. 

Once you have your list, create an email template and personalize your first email, which is typically a welcome email. Segment your email list to send personalized and promotional emails that follow email marketing best practices.

To create the best email, you can use an email tool that helps you build an email quickly, especially when you have to send out many emails in a short time.

As an email marketer, you can use email marketing automation to streamline your marketing efforts, increase email deliverability, and grow your email list, ensuring that your audience receives your email series featuring your products and services.

Using a good email marketing platform is the key to a successful digital marketing strategy, and a well-crafted email subject line is crucial to captivate recipients and build an email that leaves a lasting impact on your audience.

To enhance your email marketing efforts, consider using an email marketing service that provides a user-friendly email marketing software, enabling you to effortlessly build your email list and create email campaigns with personalized email content and eye-catching email design.

Using a specific purpose-built email marketing tool, you can easily send an email newsletter or use email automation to streamline the process, ensuring that every email you send resonates with your audience.

In Conclusion:

If you’ve read this entire article on digital email marketing, you now have all the keys to successful email marketing campaigns. It’s 2023, and web marketing is constantly evolving, so we recommend subscribing to our blog to stay updated on the latest marketing trends and succeed in your marketing campaigns.

Furthermore, if you want to learn more about the subject or improve your marketing campaigns, please visit our service page or simply contact us for a free consultation and personalized support tailored to your needs and budget. We run the best web agency in Montreal and we can help you for sure!

We are a marketing agency with over 10 years of experience helping entrepreneurs and businesses succeed in their digital transformation and increase their conversion rates.