What is email marketing in digital marketing?

 So now you have your website and a bit of content, it’s time to start actively Marketing it – to start getting people to go there. 

How do you do that? One of the most powerful options is email marketing, and this is where we’re going to start.

What is Email marketing

While social networks have come and gone, and SEO (that’s Search Engine Optimization), has been through many changes that have led people to question its reliability and effectiveness, e-mail marketing is something that has been around for the longest time and has shown no signs of going anywhere. 

Most of us will still start our days by checking our e-mail, and any messages we find in there are still likely to get read and noticed.

In order to get started with email marketing, you will first need to get something called an autoresponder. 

This is a tool that you use in order to collect email addresses and then to send out multiple messages at set times. 

While you might think this is something you can do without a mailing list, that is absolutely not true. 

To successfully collect and manage emails, you will need to handle spam and ensure that people really want to be on your list – both of which will involve the use of a confirmation email. 

You’ll also need to handle people unsubscribing, you’ll want to maintain “list hygiene” by removing defunct emails, and you’ll want to be able to track who opens your emails and which ones are most successful. None of this would be possible to do manually. 

Consider one of the following autoresponders, and choose the most basic plan: 

  • MailChimp
  • GetResponse
  • AWeber 

With this tool, you’ll be able to create a form to collect user details. You can then add this to your website in the sidebar, or at the bottom of each post. WordPress will let you do this easily with the use of plugins.

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Using Email Marketing 

Collecting emails when someone lands on your website is a powerful and useful strategy for turning visitors into leads. 


Now you can market new products to them, and encourage them to come back to your site.


One way to use your email marketing is to send out emails that provide additional content – just like your blog posts. 


Another option is to email people talking about all the posts you’ve recently added to your website in order to encourage them to visit again. 


Then, when you have a product to sell, you will message to promote that product and drive more sales. This will be discussed in a subsequent chapter. 


 The point is that by using email Marketing, you aren’t relying on your visitors checking your website every single day. 


You now have a way to reach them – and it’s a way that isn’t dependent on a third-party site like Google or Facebook.


How to Get Your Emails to Stand Out

But while email marketing has remained effective, it has somewhat changed in the last decade or so – even though it might not be obvious on the face of it. 


The biggest change of course is the way that we check our emails. For most of us, this is now done on the move and constantly via our smartphones and tablets. 


Rather than getting home and checking 20 e-mails at once, we are instead ‘drip fed’ emails throughout the day as we go about our business.


This in turn then means that each email will be more likely to ‘stand out from the others and get noticed on its own merits, but it also means that we have become more accustomed to just brushing them off and viewing them as a nuisance. 


If you want your email marketing campaign to be a success, then you need to take that into consideration and factor it into the way you design your subject headings and the way you send your messages.

 Go and read about How to start a business by your own

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