An Overview of eMail Marketing By Urvashi Arya

 An Overview of eMail Marketing

By Urvashi Arya






The most effective kind of digital marketing is email marketing. This method entails sending commercial email communications to clients. A newsletter, promotional material, product release, or quick sales can all be included in the email content. Typical email content includes advertisements, business demands, and other similar items.

Email marketing advantages

Email marketing has numerous advantages in cost and implementation compared to other marketing tactics. Email marketing builds trust and brand loyalty while also increasing revenue and customers. As a result, this marketing strategy results in increased sales and profit.

  • Email marketing is both free and inexpensive to implement. With a simple click on a single button, you can send thousands of emails to people in a single day. To send emails, you don't need to invest in pricey software.

  • You can increase brand loyalty for your company. This is because you continue reminding your customer about your company.

  • Email marketing can help you boost and maintain website visitors. There is no need for someone to return to your site once they have received the information. When you give them a personalized email, on the other hand, you attract them to produce and learn more about your company.

  • This is a specific strategy to boost sales. If your customer has lost interest in your items and stopped purchasing them, you might rekindle their interest by sending win-back emails.

  • Third-party interventions do not affect email marketing. For example, social media and Google's algorithms constantly change and update. This can occasionally undermine a company's entire marketing plan. Fortunately, email marketing does not have this issue.

  • Email marketing is a computer-assisted procedure. You don't have to sit in a chair for hours on end sending out emails. Get in touch with an email service provider. Allow them to manage all of the marketing's technicalities and complications.


Transactional, promotional, and lifecycle emails are the three primary forms of eCommerce marketing emails.

Each of these emails follows a different format and serves another goal. The type of email to send depends on the prospect in the buying process.

Let's take a look at each of these emails individually.


When a customer makes an online purchase, transactional emails are issued. These include order confirmation, shipment details, and receipt information.

A transactional email has a 70-90 percent chance of being opened by the recipient. They're curious about when and where their order will be delivered.

This benefits marketers because transactional emails may be used to provide additional information about their company. Here are a few examples of such emails:

Order confirmation and receipt by email:

These emails are sent when an order is verified, and the buyer has paid. These emails can be used to encourage customers to purchase product accessories. For example, if they've ordered a camera, you could propose they get a lens.

You can also ask clients to buy products similar to those they recently bought. For example, if they ordered a dress shirt, recommend matching ties to go with it.

An email confirming delivery:

These emails are sent at the last minute, right before the goods are dispatched. Customers are encouraged to order additional goods with their shipment. You can encourage your clients to send presents to their friends and family by recommending referral schemes.


These are emails whose main objective is to promote your company to the general audience. These include a monthly email newsletter, ephemeral bargains and sale offers, promotions, and content updates, among other sorts of promotional content.

Make sure your content isn't uninteresting. Otherwise, you risk boring the reader and losing their interest in your company. This is not good since they will not anticipate your following email and story. Even worse, some people may opt-out of your email list. So, to strengthen your relationship with your audience, publish information that they enjoy and that is relevant to their requirements.

For example, if you are anyone who is selling health and fitness products, your content should be about health and exercise. Don't write about fashion if you don't work in the industry; your readers will be turned off.

Emails for check-in:

Subscribers receive check-in emails in which they are asked for product or service recommendations and comments. You can seek their opinion on improving the user experience even more. You might include a questionnaire forum in the email and invite recipients to complete it.


These emails are highly targeted and are sent in response to particular activities taken by prospects. The sort of lifecycle email that must be sent is determined by the stage of the buyer's journey that the option is in. Cart abandonment emails, welcome emails, win-back series emails, and second-order emails are examples of these emails.

Consider the various forms of lifecycle emails.

Emails about abandoned shopping carts:

Customers who have added a few things to their shopping cart but do not check out receive these notifications. The email reminds the customer to complete the transaction and guides them through the procedure. These emails can yield a 5-11 percent return on investment.

You can give tepid clients a special discount if they buy something. Although offering discounts may not result in a total profit, it does allow you to make a transaction that would otherwise be lost. Mind well that some people will take advantage of this special deal. They can do this by abandoning their carts to receive a discount afterward.

Email greetings:

These are the initial emails people receive after joining your mailing list. Avoid making it dull and insignificant. Here, you update your subscribers on various elements of your business and the numerous items and services you provide.

Second-class mail:

Customers are encouraged to buy other items similar to the products they have purchased in these communications. Please send an email to a consumer who has ordered a camera from your website, recommending that they buy a lens for that camera.

You can also urge them to make cross-item purchases, such as buying a dress shirt and then asking them to buy a tie to go with it.

Urvashi Arya   

Content Writer - Vantage ITeS Consulting | LinkedIn

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