What is Email Marketing?

Have you ever acquired numerous new customers, only for them to make a single purchase and never return? Are you investing thousands in ads just for mediocre results? While you may already be familiar with email marketing—Statista notes that 82% of marketers use it—the reality is that many brands only scratch the surface of its potential.

This article is designed to deepen your understanding of email marketing. We'll guide you through a straightforward flow and campaign structure, helping you understand the necessary steps to boost your ROI. By the end of this read, you'll be equipped to launch your email marketing campaign and achieve remarkable results.

Email Flows

At the core of email marketing are flows (also referred to as automations). These are messages that send automatically to customers based on triggers. For example, if a customer makes a purchase on your website, you could set up an automatic “Thank you for your Purchase” email. The goal of flows is to maintain a good relationship with your customers and increase your sales. Klaviyo found in their 2024 benchmark that the flows which bring the highest revenue are:

Abandoned Cart Flow

The abandoned cart flow is a critical component for a business’s revenue generation, boasting an average revenue per recipient of $3.65, with the top 10% of performers reaching an impressive $28.89 across all industries. While the average outcomes are promising, optimizing this flow can increase your revenue by nearly eightfold. A simple abandoned cart flow setup could look like the following:

Welcome Flow

Although the welcome flow is ranked second in terms of revenue, with an average revenue per recipient of $2.65 across all industries, the main goal of this flow is to prepare your customers for what to expect from you. This is your chance to introduce your brand, set expectations, and build a strong foundation for a long-term relationship.

Abandoned Browsing Flow

The abandoned browsing flow targets users who have viewed products on your website but did not add anything to their cart. With an average revenue per recipient of $0.91 across all industries, this flow helps re-engage potential customers by reminding them of the products they showed interest in.

Post-Purchase Flow

With an average revenue per recipient of $0.41 across all industries, the post-purchase flow ranks fourth among all flows. It has the highest open rate, with an average of 61.68%, indicating a focus on building customer loyalty instead of increasing short-term revenue. Furthermore, for some industries/products, including a guide on how to use the product to get the best results (e.g., skincare products) can enhance customer satisfaction and reduce return rates.

Email Campaigns

Email campaigns are messages you send out for specific events. You could use campaigns to hype up the newest items you are adding to your store or to notify your audience of a sitewide sale during Black Friday.

The results from email campaigns are significantly lower than those of email flows, with an average revenue of $0.11 across all industries. Nonetheless, campaigns are crucial to always stay in front of your customer, and some of the benefits include:

• Broad Reach: Campaigns are ideal for broadcasting messages to a large segment of your audience simultaneously. This is particularly effective for major announcements that impact your entire customer base, like product launches, company news, or holiday sales.

• Control and Customization: Each campaign can be uniquely crafted and styled, giving marketers full control over the message and its presentation. This is crucial for branding and can help create more impactful communications that draw attention.

• Direct Call to Action: Since campaigns are generally focused on specific promotions or news, they can strongly drive actions with clear, direct calls to action. This can lead to higher engagement rates for specific initiatives.

• Measurable Impact: Email campaigns allow for straightforward tracking and analysis of specific marketing efforts. You can easily measure the success of a single campaign through metrics like open rates, click-through rates, and conversion rates, providing clear insights into consumer behavior in response to that specific campaign.

  
  

Difference Between Good and Average Email Marketing

There are a couple of key practices you need to implement, which separate good email marketing efforts from great email marketing efforts. Make sure to implement these aspects into your creation of email marketing flows and campaigns:

• Segmentation: Tailor your communication by dividing your audience into distinct groups based on criteria such as behavior, demographics, or purchase history. This ensures more targeted messaging and has increased the revenue of some businesses by a remarkable 760% (Campaign Monitor).

• Clean Your Lists: Remove customers that don’t engage with your emails anymore to increase your email delivery rate.

• A/B Testing: Continuously test and compare different versions of your content to determine which one performs better. This approach helps optimize your marketing strategies for better results.

• Review: Before sending out any email, you should always review and make sure that the email reaches its recipient as expected. Also, you should optimize each email for every device.

  
  

You should be ready now to start your email marketing journey. Most of the things you will learn on the way; nonetheless, if you have any questions or need any assistance, feel free to contact us at: Info@eledia.co