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Email marketing is an incredibly broad term but is widely accepted as being crucial to digital marketing success; but how does it work?

Email marketing is a consistently high-performer when it comes to marketing and making a return on your investment. So, We Influence is here to help explain what it is, how it works and why you should have email marketing as part of your digital strategy.

Read on to find out what email marketing is, its benefits to eCommerce and how to get started

You are likely a part of someone’s email marketing campaign already – are you a subscriber to a shop or service’s email or newsletter?

If you are, then this is email marketing. Basically, it’s a form of direct marketing that uses an email to promote your products or services – retailers are a prime example. It can help make your customers aware of the latest items or offers at your business.

Email marketing can also play a role in teaching users about your brand. It can be used as a way of building a relationship with customers and, therefore, brand loyalty. That’s why you shouldn’t make an email campaign solely about deals, add more content, such as blog links.

You can out more about We Influence’s email marketing services, here.

The Digital Marketing Association reported that 66% of customers purchase as a result of an email marketing message. Furthermore, a McKinsey report indicated that email is 40 times more effective than Facebook and Twitter combined in helping businesses reach customers.

So, here are our top benefits of email marketing…


Email delivers your message – it really is that simple. When choosing between a new subscriber or social media follower, go for the subscriber every time.

Engagement with email is much higher as the majority of emails get delivered to the intended recipient’s inbox. On the flip side, only the extreme few of your, for example, Facebook followers will see your posts in their feed.

Obviously, this is a big deal when it comes to getting your promotions and brand messages to your desired audience.

If you have a subscriber list, you are guaranteed that almost 90% of subscribers will receive your email because the vast majority of us are on our email and receive push notifications for it each day. The same cannot be said for social media platforms such as Facebook. News feeds on the platform can be swamped with paid ads, so do you think your message will reach them as effectively?

Email subscribers have also told you that they actually want to hear from you when they signed up for your email or newsletter. They have given their permission to hear from you. Again, compared to Facebook and the ads you see, did you give permission to or ask companies to actively market you? It’s very different to signing up for an email.

Email ensures your audience gets your message because we prefer to receive a message on that format rather than social media when it comes to promotions.


No matter your business size, there are time and budget constraints which makes email marketing the best investment for conversions.

One of the biggest benefits of email marketing is the efficient use of time and your budget. Creating an email marketing campaign isn’t complicated or time-consuming, nor is actually sending emails to a subscriber list. You have direct access to the email inboxes of current or potential customers and you haven’t had to pay over the odds.

So, as most marketers and businesses are focused on driving conversions, this makes email marketing extremely valuable. Regardless of how you do it or with whatever type of email, the ultimate goal is to turn potential customers into paying customers. Your click-through rate from an email will be much higher than a social media post because, again, your subscribers have told you they want to hear from you.

Furthermore, email is highly measurable – platforms that offer email marketing campaigns allow you to measure click-through rates. You can have real-time access to measurables like the number of opens, clicks, bounces, forwards, and social shares.

Without a doubt, email marketing is one of the most cost-effective and efficient forms of digital marketing available to your business.

Relationships & Communication

Improving communication with your audience and building a relationship should always be a priority for marketers. If they feel they can talk to you, they’re more likely to be loyal.

Customers want and appreciate good emails. You can do this with email marketing by reaching more of your audience. Emails also keep your audience engaged throughout the year, whether it’s a slow or busy season for your market sector. You can customise them based on the time of year – especially for retail businesses.

To have a successful email marketing campaign, you need to send the right email to the right people at the right time. That’s where personalisation can help. Your customers like to know that you’re thinking about them and they want to be aware of new developments in your business. Depending on their locations or engagement, you can personalise the content. Personalisation can be as little as using their name, it increases click-through rates.

Email is the best way to reach out with an update for your customers quickly. Product launches, your next event, and any business news that relates to them are all great topics for regular newsletters. Because they’ve opted in and want to hear from you, you shouldn’t worry about actually making contact with them.

All of this helps define your brand, give it a voice and show you are invested in customers. Email marketing is the ideal platform for building brand recognition.

Before you sign-up to any email marketing platform, there are steps you need to take first that will ensure you have as successful a campaign as possible.

First, it’s worth taking a minute to think about your goals and what you really want to achieve with your email marketing. This will help decide the type of campaigns you send, who you target, the content you may include, and how you measure the campaign’s success. Because email marketing is so powerful, plan and research your goals.

You’ll then have to build your email list of recipients that will be targeted in the campaign. If you are simply keeping in touch with existing customers, then your email list can be built by importing their details. For new customers, you’ll need to capture email addresses and build your list from scratch. This can be done with incentives and subscribing opportunities.

Then, you can choose the type of campaign you want to send – this is the type of email. If you subscribe to any emails yourself, you’ll know there are a range of campaign types, so we’ll keep it to four options. There are newsletters, offers, invitations and announcements. The type you send will depend on the goals you’ve set out previously.

Once you’ve done all of this, you can send your email marketing campaign and then measure the results. You can take this and learn from it as a basis for future campaigns.

Learn more about our marketing successes with our case studies.

📧 Read more about our new email marketing service 📧

If your business is ready for the next level of its growth and you’d like to speak to one of our email marketing experts for a no-obligation chat, then get in touch today.

For more email marketing and marketing advice, read the We Influence blog.

admin 2020-06-23T09:38:20+01:00 June 23rd, 2020|