What Is Email Marketing?

What Is Email Marketing?

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Emails have been around since the 1970s, and whilst the general concept remains the same, the capabilities have massively increased. What email is being used for has also transformed. What was once a tool to send an ‘electronic letter’ has now become a multi-faceted instrument that can be used for many purposes and to achieve different goals. One new major usage is Email Marketing.

Email marketing is the process of sending marketing material (via email) to existing or potential customers. This could be an advert for a limited deal, promotion, or event. It could be an announcement for a new product or service. Or maybe just an update to any changes your business might have. Whatever the content, email marketing is simply about notifying and attracting business by dropping marketing material into inboxes. It’s almost the modern equivalent of posting flyers through letter-boxes.

A Few Key Terms To Know…

So, anyone can send an email, but if you’re wanting to become a hero of email marketing, then there are a few key terms that you’d do well to learn…

What Is “Open Rate”? 

Simply put, an open rate measures how many people have opened your email, from all those you sent it to. Open Rates come as a percentage. On many email marketing platforms, you’ll also see statistics for “Total Opens” and “Unique Opens” too. Total Opens account for the number of times the email has been opened overall. Whereas Unique Opens account for one open per recipient. Your open rate can then be used to judge the success of your marketing campaign. Average open rates vary by industry and email type, but a generally accepted percentage for email campaign success is 15-25%.

What Is “Click-Through-Rate”?

Click-Through-Rate refers to the number of people who have clicked on at least one link within your email. This is also typically given as a percentage. This includes clicks to links within the body of the email, as well as in a signature. Most aim for a click-through rate between 1-5%, but this ultimately depends on the type of business you own, the frequency of the emails you send, and the content of your emails.

What Is “Bounce Rate”? 

A Bounce Rate is the percentage of emails that could not be delivered. This happens when the recipients’ mail servers return them. Emails can bounce for many reasons, including; full inboxes, unresponsive servers, sending to addresses that no longer exist, and sends to fake email addresses. These things can often not be avoided. It’s often said that a ‘good’ bounce rate is less than 2% and anything above that is worthy of attention.

How To Get Started

So now you’re in-the-know about email marketing, you might be wondering how best to get started. Naturally, this starts with gathering a collection of email addresses from either existing customers or potential customers. The quickest and easiest way to do this is through Wi-Fi Data Capture.

With one device and one platform, you can start offering your customers free, limitless Wi-Fi. All they have to do is sign-in. Every customer sign-in means another contact for your email marketing. With most consumers now expecting free Wi-Fi, some even preferring to do business with companies that do, you’ll build a strong database of real customers’ email addresses in no time.

If you want to find out more about Unaro’s WiFi Data Capture system, and what it can do for your business, then enquire today!

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