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Intero Digital guest blog: Introduction to email marketing

Welcome to the fifth installment in our Intero Digital, Digital Marketing 101 series. So far, we’ve covered introductions to other digital marketing techniques such as SEO, SEM, SMA/SMM, and Amazon marketing. In this chapter, we will take a brief but thorough look at the power of email marketing and how it can help a business to grow.

What is Email Marketing?

Email marketing is any commercial email sent to a group of people (nearly always potential customers) intending to advertise, sell products, solicit donations, or request business.

The benefits of email marketing include the ability to create personalized content, improve sales, develop a relationship with your audience, increase leads, generate more traffic to your website, and reach the right clients at the right time.

What is Email Copywriting?

Going into your first email marketing project, the term “email copywriting” is bound to appear. Email copywriting refers to all written content, especially for a marketing email. Usually, this copy is written by an experienced email copywriter focused on engaging content that converts existing and prospective customers.

How Does Email Marketing Work?

Email marketing today depends on a highly curated subscriber list. In the past, businesses sent marketing emails to an audience as broad as possible, but that is the old, hit-and-miss way. When your brand attracts people who subscribe due to a personal interest in your products or services, a targeted, well-timed message about these offers can lead to more sales.

What is an Email Campaign?

An email marketing campaign sends a series of emails to a group of people; each message contains valuable information for specific recipients. The goal is to encourage subscribers to learn more about your business or purchase a product or service.

High-performing campaigns are essential to make your company’s emails stand out from all the other emails received daily. A well-designed campaign is relevant, mobile-friendly, easy to consume, and always offers the reader valuable information and tips. When written well, an email campaign can increase traffic, drive more sales, and reveal what your customers want or don’t respond to.

For an excellent example of a successful email campaign, look no further than the Arizona Technology Council. One of their member benefits is a regularly occurring newsletter that informs members of upcoming events, updates in the technology industry, and updates to Arizona government policies that affect businesses big and small. Every week brings interactions from members who join them at their networking events and technology industry podcasts who were reminded of these engagements by AZ Tech Council’s email campaign.

What is a Drip Campaign?

A drip campaign also consists of a series of emails, but they differ in some ways from an email marketing campaign. A drip campaign is automated and triggered when a user takes a specified action on your website. Depending on what that action is, the number of emails and the sending rate for a successful drip campaign can vary. Examples of drip campaigns include a reminder nudging people to take action on an abandoned cart or a daily email to someone who signed up for a six-week online course.

What is an Email Blast?

An email blast is an entirely different tactic. An email blast occurs when you send a marketing email to a large group of people who usually didn’t specifically show interest in your company’s services. When done wrong, it can appear spammy to the recipient. However, a well-designed and attractive email with valuable information and great incentives can win over new customers.

What Are Some Helpful Email Marketing Tools?

So, what are Mailchimp and Klaviyo–and why do we even mention them? Both tools are excellent marketing automation and email marketing platforms that allow you to create the right emails and run campaigns without a fuss.


About Intero Digital

Intero Digital is a leading digital marketing firm that offers a complete suite of solutions for your company’s marketing needs. Email marketing, SEO, SEM, SMA, Amazon, and more! Intero Digital is an omni-marketing solution capable of reaching audiences based on company and industry needs. With over two decades of digital marketing under their belt, they learned digital marketing techniques as they introduced, using trial and error tactics so that they know what works but also what doesn’t. Intero Digital is proud to call themselves the top digital marketing firm in America and certainly has earned the title.


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