What is Email Marketing? How It Works and Key Performance Indicators (KPIs)

It is a known fact that there are more email users than any other social platform including Facebook, so email marketing is a crucial aspect of digital marketing that every business or organisation must be acquainted with.

There are over 4.5 billion users of email across the world, email marketing has the highest ROI and even though social media marketing has become popular today, it doesn’t change the effectiveness of email marketing.

Therefore, if you want to drive sales and revenue for your business, you may have questions like what is email marketing and how it works. This detailed guide will show you everything you need to know.

What is Email Marketing?
Email marketing is the use of email to communicate and connect with people. It is a very effective strategy for businesses to engage their customers and prospective customers. Email marketing can inform customers, promote specific products and services, and enhance brand awareness.

There are different types of email marketing campaigns you can utilise for your business; they include:

Welcome emails.
Promotional emails.
Email newsletters.
Feedback or survey emails.
Lead nurturing emails or re-engagement emails.
Milestone emails.
Transactional emails, such as confirmation emails or password reset notices.
How Does Email Marketing Work
Email marketing works by delivering emails to subscribers who signed up to receive emails from businesses or brands. Email marketing has always been very effective and, in fact, one of the top-performing marketing strategies for businesses; it is easily automated and provides a personalised relationship with your audience.

Email marketing requires these 3 essential elements:

An Email List
With email marketing, you can send emails to people who have subscribed to it, so your email list contains the addresses of your email subscribers, and only those on your list will receive your emails.

An Email Service Provider (ESP)
An email services provider or software is a platform that helps you manage your email list and sends emails to your subscribers. It can help automate your email marketing tasks and design your marketing campaigns.

Clearly Defined Goals
To effectively use email marketing, you need to set clear goals that you aim to achieve with your marketing strategy. These goals may be to:

Enhance brand awareness.
Drive sales.
Keep customers engaged.
Generate and nurture leads.
Increase customer loyalty and lifetime value.
When you have your email list, a preferred email service provider, and your goals, you are good to go. The first step is to segment your email list based on the message you want to send to each group. Then, create an account with a reliable email service provider like Segnivo, create your email, and use the ESP to send the email. You can also monitor your campaigns with the available key performance indicators(KPIs).

Key Performance Indicators (KPIs)
Email marketing offers the most transparent form of marketing where businesses can easily track the success of their campaign and know what their subscribers are more interested in. The metrics used to track the success of an email marketing campaign are called key performance indicators (KPIs); here are the common ones used in most email marketing platforms.

Click-through Rate
The click-through rate is the percentage of email subscribers who receive and click on the links in your email. To get the click-through rate, divide the total clicks by the number of emails delivered and multiply it by 100.

See more details at https://resources.segnivo.com/what-is-email-marketing/