An email marketing, also known as an email marketing platform, is software that helps manage your email list. It also helps design and execute automated email campaigns.
Using an ESP also allows you to create automatic triggers when your audience completes specific actions, such as sending a cart reminder if a user adds an item to their cart and doesn’t checkout. These triggers enable you to personalize interactions, which improves engagement and open rates.
Email Marketing
The success of your email marketing campaigns depends on the quality of your email list. To build a list, you must use list-building strategies designed to attract your target audience.
For example, a case study promoted on LinkedIn may help a B2B brand build a list of engaged subscribers, but would flop when used by a B2C brand.
Examples of good list-building strategies include:
- offering a coupon
- creating a downloadable asset
- hosting a webinar
Success requires more than sending subscribers an email every few weeks. To understand which strategies are effective, you must track the performance of your campaigns. That means defining and tracking the right key performance indicators (KPIs).
Depending on your goals, your KPIs might include:
- open rates
- click-through-rates
- sales
- blog traffic
