Fundamentals of Email Marketing Every Marketer Should Know

By Sandra D’Souza

Email marketing is one of the most popular and widely used methods to reach potential customers and generate leads. It is more cost-effective than traditional forms of advertisingand its results are quick and immediate. It is relatively easier to create and monitor, too. But before you incorporate this particular marketing method into your overall digital strategy, it is important for you to understand several key principles behind email marketing. Having a clear understanding of what email marketing is all about can help you develop better strategies, which could lead to better results and bigger profits.

How Email is Delivered

According to Derek Harding, every email marketer should know how their email gets deliveredto their intended recipients. Although knowing such technical details may seem irrelevant or even useless, he explained that it is still important because it can affect a wide range of areas.

For instance, spam filtering affects and depends on how your message gets delivered. If you don’t understand how spam filtering works, you cannot say for sure if your prospects are indeed receiving your emails. Knowing what blocking and filtering, the difference between RIBL and URIBL, bounce codes and responses are, as well as understanding how they impact the delivery process will help ensure that your messages are being sent successfully to your intended recipients.

How Email is Displayed

Today, there are many different ways for internet users to access and read their emails. Some check out their inbox through their desktop computers, while others do it on their tablets and smart phones. For this reason, it is important for an email marketer like you to know how emails display across different platforms. This will allow you to fully optimise the content and design of your emails to be responsive to different device screens, thus, making it easier for your intended recipients to read them.

Basic Metrics and Analytics

According to Derek, email marketing is a data-driven medium. Unfortunately, many marketers don’t know how to use valuable data, such as delivery, open, and click rates, to their advantage. As a result, their email marketing campaigns are almost always under-performing.

It is very important for you to have a good grasp of data analysis and to use basic metrics when crafting your messages. For example, if your emails have very low open and click rates, you should determine what prevents your prospects from reading them and following through. Are your subject lines not enticing enough? Are your email messages lacklustre and boring?  If they are, you should create interesting and compelling subject lines and email copies to encourage your recipients to click and open them. You should also include a clear and concise call to action to direct readers towards your desired conversion goal. This will help improve your open and click rates and at the same time, help you generate more conversions. 

Privacy and Security

As an email marketer, you might be handling a vast amount of data and information that could possibly indentify an individual. Therefore, it is essential that you are aware of and that you fully understand the latest privacy and security laws. This is to protect the privacy of your prospects and customers, as well as ensure that you are not unknowingly breaking anti-spam laws and placing your company at a risk of being sued.

Knowing the basics and the fundamentals of email marketing will serve as a good foundation for your campaigns. The benefits of successful email marketing campaigns include repeat customers, bigger sales, and an increase in your customer database over time.

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