Email Marketing FAQs – most asked questions answered 

Email marketing for lead generation and customer retention is crucial to the success of any business for increased sales and upsell opportunity. And, whether you’ve heard a little about email marketing and its advantages, or you already know you want to use it in your marketing but don’t know how you’re in the right place with our email marketing FAQs.

We’ve answered the typical email marketing questions put to us by our clients. This FAQ is your first step towards understanding email marketing and how you can make it work for you.

What is email marketing?

Email marketing is the targeting of customers or potential customers through email. Also known as direct email marketing or e-marketing, email marketing promotes a company’s products, services, and marketing messages, to support lead generation and customer retention.

It is an advanced digital form of traditional direct postal marketing, without the costs or sustainability impacts of physical mail. 

What are the benefits?

Email marketing is a useful, low-cost marketing tool. Most business owners use email marketing campaigns to promote services and products, from events to venues and beyond. And with email, you own your target audience – the contacts subscribe and sit in your CRM. So, you can control how you engage with them, and you aren’t reliant on understanding the changing algorithms of social media channels to contact them.

Additionally, you can easily measure the success of your email marketing with essential metrics such as open, bounce, and click-through-rates. These provide valuable insights into your readers’ behaviours and interests. So, you can further personalise your emails, and amend your overall marketing effort and messaging based on how readers react to parts of your emails.

Does it work?

According to 2019 research by the Content Marketing Institute, 83% of B2B marketers still use email marketing via e-Newsletters to reach their target audience. The ‘Email Marketing Tracker also shows increased ROI with email marketing producing £42 for every £1. 

And, according to the ‘Consumer Email Tracker 2019’ research, 41% of consumers said the 2018 introduction of General Data Protection Regulation (GDPR) gave them more confidence in how brands treat their data. Furthermore, the 2019 DMA (Data & Marketing Association) Email Benchmarking Report explains that email marketing has had a new lease of life following GDPR.

What is an email marketing tool?

Email marketing tools – also known as platforms – are used by marketers to create, send, test, and measure their email marketing. They include tools such as MailChimp and HubSpot Marketing Hub.

What is an email marketing platform?

Email marketing platforms – also known as tools – are used by marketers to create, send, test, and measure their email marketing. They include tools such as MailChimp and HubSpot Marketing Hub.

What is the best email marketing tool?

To be GDPR compliant, you must explain to users: what they can expect to receive in exchange for their information; how their data is used, stored, and protected; how to unsubscribe. 

All these things mean that you need to select an email marketing tool (platform) that supports data privacy regulations. It should also be cost-effective for the number and frequency of emails you need to send.

So, finding the right tool for your business means understanding your goals.

What is an email marketing strategy?

Email marketing strategy is a set of rules which marketers follow to achieve their goals. The plan guides businesses in how, when, why, and what it shares with prospects and customers to reach its objectives.