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The pace of innovation and the amount of resources available to marketers today is incredible. We believe there are as many as 1,876 companies in 43 different marketing categories, including SEO, social media, video marketing, sales support, mobile analytics and many more.

In addition, many of the categories did not exist in the report a year earlier.

But only one category continues to do well year after year: email marketing. The reason is clear: For ten years in a row, email has generated the highest return on investment for marketers in ROI, giving marketers the widest reach of all available channels. Despite the myriad of tools available to marketers, email marketing is simply the best choice for business growth.

Why Email Marketing Help Your Business Grow

Today's marketers need to do more with less. They need to connect with their audience in a very personal way without going over budget. Marketers who can do this - get in touch with their leads and customers in a very specific way - will succeed in returning ROI and revenue to the business. 

As the VentureBeat report illustrates, no marketing category has the lifespan of email marketing.

Here are 7 reasons why:

Email has a broader reach.

With Facebook with more than 1 billion active users and Twitter with 255 million, it's tempting to think that social media is the most effective way to reach the masses. These are impressive numbers, but what is not shared often is the email usage statistics. In 2013 and is expected to reach 4.9 billion. In 2017, according to Radicati.

While this may seem surprising at first, think about your own online behavior: when signing up for a site (such as an online store), enter your email address to create the account. In addition, Facebook and Twitter send emails to inform users about activities, e.g. 

Email is the currency of the Internet, and everyone online has an active email address. And while Facebook and Twitter seem pretty ubiquitous, the ongoing battle for privacy and data breaches means many people are leaving some social media. 

So when it comes to connecting with your customers and clients, there is no wider channel than email.


Email delivers your message

There are two main reasons for: 

First, 90% of the email is delivered to the intended recipient's inbox, while only 2% of your Facebook fans see your posts on their news feed. This is because Facebook limits the number of times its posts appear in the News Feed in an attempt to push brands toward their paid ad settings. 

This is very important to get your posts to the desired audience. 

If you post an update to your 10,000 fans on Facebook, only about 200 of them will get the chance to see it in your news feed.

This means that your message is 45 times more likely to be seen on email than on Facebook.

Second, your email subscribers have explicitly told you that they will hear from you when they sign up for your email list.

Email has a higher ROI.

These statistics show that email is a profitable channel for marketers, but why does it outperform other channels so much when it comes to ROI? 

It is about transmitting very personal and relevant messages. Unlike social media, where you send status updates to every follower regardless of their location, interests, and purchase history, email allows you to focus too much on your communications.

We incorporate information obtained from integrated systems such as your CRM, customer service solution, etc., the more concentrated you can be. 

Rip Curl customers use segmentation and dynamic content to get the right message to the right person. For example, they know the gender of their subscribers and where they are geographically so they can make sure that women in the United States get a promotion on swimwear during the summer months and men in Australia receive an email about wetsuits. during the winter months. 

This use of targeting and dynamic content helps ensure that the content they send is relevant to all recipients, and that relevance drives people to click, make purchases, and increase ROI for your email marketing campaigns. electronic.


Email is the preferred communication channel

For many, social media is a personal form of communication used to keep up with friends and family. When people log into their social media accounts, they are there to see photos and updates from people they know and love. 

By contrast, email is a much more professional medium and people expect to receive information about products and services through this channel. 

In fact, surveys show that 72% of people prefer promotional content via email, compared to 17% who prefer social media.


Email is an open platform

In recent years, many brands have invested millions of dollars in purchasing significant social impacts to communicate and engage with an audience. 

But while companies are investing in different social media platforms, Facebook has often updated its algorithm to reduce the number of followers who see a brand's post, unless those posts are paid ads. 

This practice is so widespread that 98% of the brand's followers will never see the posts in their news feeds. Twitter appears to be heading in the same direction with the announcement that it will also introduce an algorithm-driven feed. 

The problem with channels like Facebook and Twitter is that they are owned and operated by third parties, which means that marketers are friendly with the changes that platforms are making to their platform. 

Meanwhile, email is not owned or controlled by any particular device. It is an open communication platform and there is a wide variety of services that provide access to send and receive email. 

The wide range of companies dedicated to email marketing ensures that neither party can make changes that would have a widespread effect and, unlike Facebook or Twitter, if you invest time and money to create and grow a good email list, your list of subscribers will be a property of your property. Therefore, you can use your list without the threat of anyone limiting its effectiveness.

Email will last forever

Do you remember MySpace? What? 

The once popular site was the world's largest social networking site between 2005 and 2008, surpassing Google as the most visited site in the United States in June 2006. But where is MySpace now? All of these users eventually moved to other social networks and the site is now 1,500. most popular site in the United States. 

Imagine spending a significant amount of time and money building an audience on a platform and not finding it like a ghost town until a year or two later.


Consumers emphasize belief, values ​​and connection.

In 2019 it is really important. Consumers want to see an authentic identity and a genuine commitment to their cause. 

A brand's ability to communicate its values ​​and create a real connection with its consumers will be one of the most critical elements that will determine its survival in the coming year as consumers place even more emphasis on the beliefs and values ​​of a company. 

More than 60% of consumers now base their purchasing decisions on whether a brand shares their values ​​or not. These consumers are also not misled by vague promises and catchy sentences: they want to see who you are talking about. 

Read in detail how authenticity affects your readers' engagement.


You need to optimize everything for mobile devices

If your message, email or website is not working on mobile in 2019, it will not work. However, nearly half of these emails were not formatted on a mobile screen. 

Mobile compatibility is now mandatory if you want to achieve flawless presentation of your message. This year, do your best to make sure your design and content appear flawlessly on all devices like this one with Withings:

Trigger-based email campaigns are effective and convenient

Using automation for email campaigns is a lifesaver for many marketers. But did you know that trigger-based emails give you even more power and control over automated processes? 

Such technology tracks a subscriber's interaction with an email or website and then sends emails based on that behavior. 

we provide such services. Our Journey tools allow you to create rules for classifying subscribers in different segments. They are divided into segments based on how they interact with your emails. This is a strong capability that streamlines list management while preserving readers' relevance. 

In short, it will send more targeted and effective emails and it will take even less time.


How to stand out when everything is personal

Personalization will prevail in 2018.

But when everything is personal, how do you stand out? 

Marketers face the challenge of getting to know their customers without being so friendly or creepy. Part of achieving and maintaining this balance involves an ongoing focus on making your interactions more human.

In addition to being the primary source of marketing communications, email marketing has a few other benefits: 

It shows a high ROI (return on investment). Email marketing will net you $ 44 for every $ 1 spent.

It easily integrates with other communication channels. Take the opportunity to expand your audience by combining emails with their profiles on social media platforms, SMS or web push notifications.

Help your SEO. Create content worth sharing, send it to your subscribers, get backlinks, and drive traffic to your site.

To start an email marketing business, you need to know how it works. Here's a quick tour of the basics of email marketing.


Email Marketing Goals

Look at the most popular lenses. 

Increase brand awareness. An email campaign is a great opportunity to remind customers of your brand. The more often they see relevant emails from your brand in their inboxes, the more likely they are to choose your company when looking for a product. Remember, sales-focused emails alone will not help build the right brand image with your customers. Then combine sales emails with educational content.

Increase sales. This is probably the goal of the A-list for all marketers. If your brand is credible then your customers won't have much stress buying straight from your email. You can notify subscribers about upcoming sales. 

One of the fundamental differences between them is the price. Some tools offer 7 or 14-day free trials, while others offer a full free plan. Check out the comparison of the most popular email marketing services below. Also, multi-channel marketing platform. You can combine sending emails, text messages, and push notifications online to increase sales. GetResponse also supports sending SMS. Other tools focus exclusively on email marketing.

If you have decided to integrate email into your marketing strategy, follow these guidelines. We help you set up your first email campaign and share some effective tips for building lasting relationships with your clients.


Select an email service

You may wonder why you need an email service when you are just starting out. The answer is simple, due to the limitations of inbox providers. No matter what email provider you use (Gmail, Zoho, AOL, Outlook, etc.), they are not intended for email marketing. So they have certain limitations in terms of sending volume and email design. 

For example, Gmail allows you to send up to 500 emails in 24 hours. It's almost impossible to create an email template that suits your brand's style if you don't have design skills. Also, you will not receive reports to understand the effectiveness of your email campaigns. Also, you will not be able to automate the sending of emails as email clients do not support this feature. 

Therefore, a professional email marketing service is a must. A good reputation service ensures that your emails go directly to your inbox; This platform allows you to choose the plan you need based on the size of your mailing list; all services offer a functional drag-and-drop editor that allows you to create professional campaigns without knowledge of HTML. 

You can use personalization, targeting, and A / B testing to create relevant and valuable campaigns. Email automation functionality lets you take automatic pilot of daily tasks and focus on more important things. 

To save time searching for popular email services, we compared the free plan limits for the 10 most popular services. Some of them allow marketers to send emails for free on a regular basis, while others offer a free trial to test the service. Check the comparison. 

Based on this little survey, we found that we offer the highest sending email limit for a free plan. With this plan, you can use almost all professional marketing features such as pre-defined email templates, subscription forms, marketing automation, A / B testing, email analytics, personalization, targeting, email approval, and more.

Build a mailing list

This is one of the most important steps. The quality of your mailing list affects the effectiveness of your email strategy. You will only be successful if you communicate with people who are interested in your brand. To target the right audience, you need to compile a mailing list. It can contain not only email addresses, but also subscribers' names, location, date of subscription to your list, and other information. It also creates personal and relevant campaigns based on this information. 

When collecting a list of subscribers, the main rule is to obtain their consent. Never buy mailing lists. They are not involved or interested in your brand. Hence, they can damage your sender's reputation by marking your campaigns as spam. 

To play fair, you have to create a subscription form, submit it somewhere on your site, and legally gather subscribers. With us, you can create a unique form without knowing HTML in less than 30 minutes and completely free. If you don't want to design it from scratch, use a predefined shape and edit it of your choice. See below what creating a form looks like.

Activation emails are follow-ups. Marketers send them in response to user actions. Look down. 

A user subscribes - receives a welcome email or a series of built-in emails.

The user adds an item to their shopping cart without purchasing - receives an abandoned shopping cart email.

The user makes a purchase: receives an order confirmation email and shipping status emails.

User registers for webinar - receives email with confirmation of webinar.

The user sees a certain product on your site and receives a discount for it.

The user's subscription has expired; receive a free email to update the plan.

The user has not opened their emails for three months; receive an email to communicate again.

Almost all of these emails tend to have high CTR since users started sending them, so they expect to receive this or that campaign. Some of the above emails also belong to the transaction category. 

Transaction emails are also sent to subscribers based on their actions. The difference between a marketing or triggered email and a transactional email is that the latter is not about converting a customer. Your goal is to build trust and increase customer loyalty. Transactional emails include order confirmation emails, email shipping status, password recovery emails, price update emails, and more. 

Since you don't intend to send triggered emails and transaction emails, you should remember them. If you want to send three emails a week and your customer wants to see some products, add them to the shopping cart, place an order and sign up for a webinar, these are at least 4 extra emails, which you can get total of 7 emails brings emails for a specific week. 

Now that you know what you plan to ship and how often, it's time to get started. Here's another very important thing. If you have never sent emails from this IP address before, warm it up. This means you don't have a reputation yet, and once you send 5,000 emails to a new mailing list, you run the risk of being considered a spammer. 

Email service providers must understand that you are a legitimate sender. Only then will your e-mails arrive in your inbox. Hence, it can take 4-8 weeks for your reputation to be built. In this article we describe an IP heating program that you can use. 

Now let's move on to the most interesting part: setting up an email marketing campaign. 

We recommend that you create an email template that suits your branding style. So you can use it every time you submit a campaign. However, if you don't want to create one from scratch, you can choose a pre-designed template from the library for free. Here you will find a template for each event.

Now let's take a look at the key elements that make users decide whether their email is worth opening. They contain the name of the sender and the subject of the email. These are the first things subscribers will see after receiving your campaign.


Sender's name and email address

There are several best practices you can follow, but first and foremost, we want you to remember that using a "" address is a no-no. Addresses like these seem robotic, impersonal, hostile, and don't help you build relationships with your audience. 

Instead, use your company name in the return address. You can accompany him to the department from which the e-mail is sent, or to a person responsible for the e-mail communication. This offers your customers the opportunity to communicate with your company. 

Take your sender's name seriously as it can help increase brand awareness and recognition. There are several effective options. The first and safest is to use your company name. This way, at first glance, your subscribers will understand who the sender is. 

Victoria's Secret, Chanel, MAC Cosmetics and other brands use this type of return name.

Some brands use "team" in the sender's name to sound friendlier. It could just be your brand team or a department, such as a marketing team. See the corresponding examples below.

Email Copy

The first rule of thumb to keep in mind when making an email copy is to write to your readers, not yourself. Don't use email as a channel to tell subscribers how good your brand is, or just mention your performance. People are not interested in a brand per se, they are looking for the easiest solutions to their problems. Then give them your solution, explain how you address their pain points. 

To do this effectively, keep your text short and concise. Readers have a lot to do besides reading your email, so respect their time. Brevity is the best option. Make your email easily digestible, stick to the reverse pyramid design. This means putting the most important information at the top and ending up adding an eye-catching CTA.

Minimalist emails like Grammarlies tend to work better. Stick to a single bar layout, as a user's average attention span is only eight seconds, so they don't read your message from A to Z. Use white space around some important elements, eg . Titles, headlines, CTA. Help subscribers easily focus on these essentials, and your email copy will "breathe." 

Use an Email CTA button. CTA is the action you want your subscribers to take after reading your campaign. So they can get confused if you use three CTAs in one campaign. All of these buttons divert your customers' attention from your main message. Be prepared to create an effective call to action. Use as little text as possible. It should be unambiguous and clear to tell users what to do next. Let the button contrast with the background of your email so that users notice it at first glance. 

Click on your email photos. Almost all users click on images while reading an email. Direct them to the appropriate page. Write alternative text for the images you include, as they may not appear with some email clients. In this way, users see the text that describes them. 

Remember that your email should be clear to both professionals in your field and beginners. Therefore, don't use too many specific terms or jargon. 

Create a good footer for your email. While the footer of an email is not about your main message, pay special attention to it as it adds to your brand identity and helps build trust. Also known as an email signature, this item contains the following information: an explanation of why the subscriber received the email, a link to unsubscribe, a link to the Email Preferences Control Center, the logo, and the Your business physical address, copyright information, social sharing buttons, and contact information.

These email signatures are good because they contain all the necessary information. Remember that your unsubscribe link must be visible, do not hide it in the text or use a small font. A user should be able to click easily and the logout process should not take more than one step. This keeps your mailing list healthy. Professional email marketing services, such as the automatic addition of an unsubscribe link to each email to comply with CAN-SPAM legislation.


Find more tips for writing great email copy on our blog

Use targeting to make your email campaign more relevant. Segmentation allows marketers to send different emails to customers based on their gender, age, location, purchase history, interests, etc. Segmented emails have higher open prices and their recipients are more engaged. To give customers an unusual individual approach, send emails based on your actions - opened and clicked on a link in the email, no email opened, clicked on multiple links in the email. Follow these step-by-step instructions to send us a targeting email campaign.


Analyze the effectiveness of your email campaign

With a professional email marketing service, you can track the effectiveness of your campaign immediately after sending it. We provide detailed reports so that you have a clear idea of ​​the success of your strategy.

How to Create an Email Marketing Campaign

  • Select your mailing list.
  • Create your email from an available template, or create your own.
  • Check the setup and tracking of campaigns.
  • Send a test email.
  • Check out a more detailed plan for an email marketing campaign in our knowledge base. 
  • Use the following types of emails in your campaigns: 
  • Enabled Emails


These emails are automated and are based on user behavior or their stage in the customer lifecycle: welcome emails, anniversary emails, abandoned cart emails, transaction emails, and reconnect emails emails.


Emails as usual (BAU) 

These emails are the main dialogue with your audience. Regardless of the type of email you want to send, there are some basic rules for creating an email copy that your subscribers will open. 

Write a marketing email

Follow the tips below when creating your email: 

Create an attractive subject line. Limit it to 20 characters and make sure it matches the pre-header text. This way, your subscribers will get as much information about your email as possible while checking your inbox.

Bring and personalize relevant content. Segment your audience by their age, location, gender, and preferences to generate relevant and useful emails in the future.

Keep it short. On average, it takes 11 seconds to read an email, so you want your email to be informative without getting bored.

Create an action-free CTA button. This button must contain a clear call-to-action, such as 'Buy now' or 'Yes, I want to subscribe'.

How often marketing campaigns are sent via email

According to statistics, companies send 2-4 emails per day. How often should you email your customers? Here is a list of suggestions for setting the email frequency: 

Address this question in the registration form. Allow users to receive your email on a daily, weekly or monthly basis. Check the number of open and canceled prices. Change the frequency of your emails based on these numbers.

Explore the roots of user engagement. Some subscribers may not be interested in receiving promotional emails only. However, others are interested in your sales and will ignore your newsletters with the best blog posts. Allow users to specify their content preferences and schedule the frequency of their emails based on their responses.

Run an A / B test. Send two equal groups on your mailing list at the same time, check the opening speed and select the winning frequency.

In this section, we'll share a list of ideas for your email marketing campaigns. When subscribers join your mailing list, they expect to receive valuable content from your brand. With all of these ideas in the foreground, you can build relationships with your audience, increase sales, increase participation and customer loyalty. Get inspired! 

Welcome emails. The first impression is the last impression, as it is very important in any area of ​​communication. Your goal is to welcome, introduce and educate subscribers to your team or products about the benefits of partnering with your company. Provide an introductory guide or video instructions to make it easier for a customer to get started. You can also record a video with your CEO to make your readers smile.

Selected newsletters. This is sort of a weekly or monthly summary of high quality content. The purpose of this campaign is to encourage reader participation. You can not only share your own content, but also collect material from other brands. You will have to study many articles to find the best material. In this way, you can demonstrate experience in your field, build trust and authority over your brand.

Anniversary and birthday emails. This type of email is sent to subscribers to celebrate a special date or occasion, such as a birthday, a newsletter subscription day, or a first purchase anniversary. Marketers pursue two main goals: increase customer retention and increase sales. Vacation emails have a high CTR because they are personalized and provide a unique experience. In addition, they have a positive impact on the reputation of the brand.

Successful customer emails. People love these emails. They certainly help marketers build strong relationships with their clients, provide a personal approach to each user, increase engagement, and increase loyalty. People want to know your progress and are very happy if you follow up. It could be ten brand purchases, the first place created with this platform, or the first email campaign sent, or recording the progress of users in learning a language. If you've ever used Grammarly, you've received a customer success email.

Abandoned cart emails. Users leave your site without purchasing for various reasons, including lengthy payment, unexpected additional fees, the need to register or create an account, delivery time, non-payment options, insufficient return policy, etc. Still, you can increase sales by sending them an abandoned cart. -mail. To create a great campaign, include the item users left in their shopping cart, add a CTA that links to the cart, and include the total price along with shipping costs. Use FOMO to add more value and offer a special discount for a limited time.

Reinstatement emails. Your email subscribers won't always be interested in your campaigns. They may have already solved your problem with the help of your brand, they may find your sending frequency or email content annoying - sales or subscribers may simply lose interest in your brand. Still, you still have a chance to get them back. Send a new promotion campaign to users who have not accessed your emails for at least three months. This way, you can reactivate some passive customers, keep your mailing list healthy, and your IP reputation high.

Feedback request emails. Brands send this email when customers have purchased their products and services or attended an event. It helps them realize the problems their users face when using their products, improving their service, discovering new opportunities, and building customer loyalty. Nor is it necessary to manually send every email requesting feedback; you can send them automatically using marketing automation tools.

Emails for gifts. Giveaways help accelerate the growth of your mailing list, increase brand awareness, attract an existing audience, and create publicity for your product. Please send this email to engage passive users again and keep existing customers engaged.

Survey emails. This email responds to a request for comments campaign. Marketers often add a form where users can share their views on the brand. They can talk about the things they like and what they don't like about the brand's products and exchange ideas to improve it. Also, companies always offer a discount or something valuable in exchange for taking such a survey. It enables brands to increase customer retention and loyalty.

Email tracking. These emails are sent in response to customer actions. They include activation messages and transactions. The main purpose of tracking is to automate the sending of email. They also help marketers segment their target audience based on their site behavior, increase engagement and email conversions, build trust and customer loyalty. With Automation 360, you can configure the sending of free follow-up emails.

Email marketing automation

Email marketing automation enables marketers to work more efficiently without wasting a lot of resources. It involves delegating mundane tasks like order fulfillment, sending welcome email chains, and follow-up email to an email service.