What is Email Marketing And How Does It Work


What everybody said today we’re going to answer the super high-level question what easy email marketing right hold your reasons of course why you want to understand this if you’re just getting into digital marketing or if you understand a little bit you know marketing we might be missing a few pieces here and there this is the video for you so stated the end because we’re going to do a comprehensive overview of what email marketing is and the fastest way to implement it on your own business my name’s Tom Evans we could find and let’s get going.

what is email marketing and how does it work

What is Email Marketing

This is the super high level just getting started what is email marketing so let’s define this a little bit dig into this and talk about why it’s so important to what is email marketing is a tool that lets us do 2 things 1 is first to provide value to users in the form of content into directing users through each step of the customer journey with the sales funnel when they get stuck right so we use it in these 2 ways primarily for talking about digital marketing email marketing is arguably the most underrated digital marketing channels out there.

I personally love search engine optimization as you I’ve been doing this here for 10 years but as we’ve grown this business more and more I’ve come to the realization that email marketing is incredibly important and usually the most underrated digital marketing channel there’s a number of reasons why and I want to talk about that right not everyone is on Facebook right not everyone is on Snapchat there’s a number of different social channels out there but everyone has an email address and that’s why this is so important your email lists you as a marketer use an option or as a business owner as you grow your email list that email list can go with you right it is a portable asset.

There are many digital marketing channels out there that change very dramatically or they die right so what has value today might not necessarily have value tomorrow right ranking number 1 although he said 1997 was fantastic was probably great for any business it’s not the heck important man’s others even exist having to do it was myspace page we are back into the other day was probably awesome probably doesn’t matter as much now right to spin your way to grow through social invites legal learned this the hard way they did this with Farmville you know back maybe 510 years ago got a lot of really gross and then you know to see.

It will change the rules the social invites and their stock price slid as well as a very tough break for them no prank Google doesn’t change the rules demand media basically went public off of kind of low-quality content marketing and then Google’s panda update really slap them and their stock price took a very dramatic drop as well this is a rule change all the time right Google Facebook and change the rules all the time different social networks can expand the contrast all the time stuff can often change a lot right that email often doesn’t change it is not a social channel right it is a web protocol.

Advantages of Email Marketing

I want to talk a little bit about this and what that difference is right so the internet is made up of protocols and applications right so web applications are a lot of these sort of private companies that you use every day right Facebook Google Yelp Instagram Snapchat my space our web applications and they often sit on top of the web protocols we talk about what protocols very much D. and S. unit did the domain name service SSL or S.M.T.P these are all.

And if standardized digital communication platforms digital communication languages effectively that we all use on a day to day basis they’re not necessarily owned by a private company there are these kinds of standards that we all usually use the internet SMTP email right so when you’re doing email marketing using the SMTP protocol you’re not using you know Facebook’s terms of service or Google’s terms of service this is a really important distinction that’s why your email this is effectively this portable asset that moves along with you right so companies can change the rules platforms can become a popular the protocols don’t really die.

Really excited a bitcoin cryptocurrencies now because some people are saying it’s a new protocol for money right the protocols are really rare they’re very fascinating and very interesting as well right so keep that in mind I companies change the rules platforms can become popular the protocols don’t really die so until people stop using email until people stop using the SMTP protocol your email list is a portable asset the chances are very good that we’re probably still going to have to email it 2550 years that’s why this is really important to build now right let’s talk a little bit about the details here the right so there’s really only 3 different types of email.

Email Marketing Strategies

We’re talking about you know marketing transactional email content email conversion emails will dive into these a little bit here the first transactional emails let’s look at some examples of the transaction you know this might be things like receipts right by the man he was I you get at the transactional email receipt in order confirmation forgot password support tickets to like the sign of deep details you are double opt-in for your email list and unsubscribe email maybe shipping details like these all transactional things maybe users doing something on your site you’re kind of giving them an update via email. Next is your content you know so continental.

Things like a welcome even if you just got their email address I just signed up as a customer right it’s a new blog maybe 1000000 new bloggers, however, we just posted a new blog post right to check it out a lead magnet or value sequence something like your newsletter a weekly monthly newsletter and you have a social poster social push reminder and go check out this post on Facebook free tools are exclusive content any content that you create is a content email and the third one is a conversion email right so you have a promotion to sail with magnets can also be in this group as well you’re launching a new product you’re upgrading users are offering a discount you doing affiliate anything like that would be a conversion email usually when money is changing hands.

Okay, so we talked to the 3 different types of email let’s talk a little bit about email distribution now there are 3 different types of email but there’s really only 2 means of distribution or use to you should be focusing on right usually that broadcast email an automated email right so there are 2 different types of email most of your email should be automated right if you do most of your emails now as a manual broadcast in general for most businesses and it’s not ideal right sometimes it’s understandable especially if you’re smaller right but in general most of your email should be automated right.

Let’s talk about these differences first of first is the broadcast email you should only broadcast 2 types of email great content suitable for your tireless in 1 off promotions right so in general like when you create something absolutely amazing you wanna tell your audience about it fine go head to a broadcast or if you’re doing you know kind of seasonal or time box promotion no Christmas 2020 or you know seasonal whatever you go ahead and do that as a broadcast that’s totally fine everything else should be automated based on user actions right so in general you want to be automated email based on what users are doing on your site.

This allows you to send out content investing that is much more specific and relevant contextually relevant to the user is blasting out everything you have he wanted to send them emails based on what they’re interested in based on the actions that they’re taking on their own site right. So examples of automated email might be something like receipts order confirmations for god password welcome emails a value sequence maybe cart abandonment ready to add a product to the cart and then leave lead magnets are upgrading you wanted to just get it the contextually relevant way that’s based on the actions are taking on your site.

That’s really we just wanted to do a super high-level overview and answer the question what is email marketing so that’s it I hope that was useful he was helpful in the feelings I mean they go and click subscribe down below to get even more digital marketing tactics and tips from us if you’re used to but we would love to comment from you would you think was this helpful it is how you think about email marketing good leave a comment right now I read every single one finally if you want all of our email marketing resources along with checklists and cheat sheets from us going click that link down below to click my.com to grab all of our email marketing resources right now thanks a lot.


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