E-mail Marketing

Cairo, March 15th

Mariam MakramInteract Egypt

E-Marketing & Business ExecutiveMariamMakramLab

Mariam Makram

Who on Earth this is?

Mariam Makram

Why E-mail MKTG??

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1. Global reach

2. Lower cost (M&T)

3. Interactive

4. Highly personalized

5. Round the clock marketing

6. Measurable results

7. Targeted marketing

8. Opt-in or unsubscribe options

9. Faster response

10. Simplest

E-mail Marketing

Expected Fruits?

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So What?!

E-mail Marketing

Increase Sales Conversion

Generate Repeat Sales

Cross Sell and Up Sell

Increase your offline sales

Gain honest, valuable feedback

Main Ingredients of your

campaigns!

What’s My ?

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I just want u 2 master E-mail MKTG. So, we’ll go through

1. Audience

2. Goals

3. Content

4. Types

5. Call for Action

6. Outcome Evaluation

7. Tips

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1. Do you know your Target Audience!?

- Your Database

- Collect more than just the email address

• Name (first name should be a separate field)

• interests, demographics, info that you plan to use in the future

• -Finding leads?? (Google, LinkedIn, ..)-Introduce yourself. Be personal and informal.-Careful! Ask a question first.

- In-house lists typically perform much better than purchased or rented lists

- Target who’s most relevant, most profitable, or most likely to respond

- Prospects, customers, advocates, partners, potential distributors, journalists, member lists, associations, clubs, etc.

2. Goals

- Newsletters

- Regularly scheduled messages that deliver timely and interesting news, tips, and other informational tidbits

- Promotional messages

- Inform recipients about special offers

- Discussion forum posts

- Soft-sell marketing strategy for becoming an accepted and trusted member of your target audience’s online community

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-From

-Subject

- First few lines are key (WIIFM) - Body:-Develop a voice and unique personality.-Relate to their problem -The ‘gift of education’ -Be honest. Full disclosure -No hidden advertorials = Avoid ‘chest pounding’ and promotions-People trust people, not marketing speak

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3. What is the Content??

-Newsletter, Promotions, Reminders, Invitations

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4. Types??

5. Your campaign call 4 action=experiment=test tube

- Track response rates of each test by making call-to-action URLs & e-mail addresses unique for each test group

- Special attention should be given to the frequency

- don't allow recipient burnout, particularly with a regular mailing such as an e-mail newsletter

- Test and refine, test and refine, try and error golden rule no matter how many your mistakes are, the point is not to repeat them again.

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6. Outcome Evaluation!

What proves the success of your campaigns?

- Number of subscribers? ??????

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Nooooooooooooooooooo!!!- Subscribers can be:

- Opt-out: recipient didn’t have the opportunity to avoid receiving your first email, only to avoid receiving subsequent ones

- Opt-in: recipient volunteered to receive your email

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Opt-in catcher = Cross promotion!!!

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So, what can measure success??

- Unsubscribe rate

- Bounce rate

- Unique open rate

- Total open rate

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- The opened e-mails, subscribers, bounces, unsubscribes, tracking, reporting, segmenting, personalizing, number of opens, URLs clicked…..

Why an agency and not you?Outsource an e-mail service bureau

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7. Tips!

Work strongly on!

- Typos & grammatical errors

- Getting the facts wrong

- Formatting problems

- Otherwise illegible (font size too small etc.) or unintelligible

- Email should be relevant, timely, and beneficial with the right value proposition.

- Tailor the offer to the individual (customized content specific to recipient location and interests)

- Greet the recipient by first name. Perhaps even in the Subject line too.

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What Your clients shan’t get?• Unsolicited Commercial Email (UCE)=Spam• Typical spam has a bogus sender address & bogus offers• Ensure recipients don’t misconstrue your message as spam

E-mail Marketing

- In general, keep it short and sweet. Use links.

- Weekly newsletter should be no more than 5 sections, with 3 or fewer paragraphs each,

- Monthly newsletter can be double or triple that.

- Promotional messages should be significantly shorter than a newsletter.

- Include whole articles or just abstracts with links to the rest?

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Provide numerous opt-in opportunities all with low barriers to entry…- Make sure the amount of work required to sign up is minimal

- Many sites only require the email address and all other personal information is optional

- Place the email list sign-up on all forms on your site, including inquiry, order, and feedback forms

- Ok to have the sign-up checkbox ticked in advance!!!!

- Let the recipient control the contact frequency

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Interact Egypthttp://Egypt.interact.itTwitter: @interactegyptFacebook & Linkedin: Interact Egypt

Fady RamzyTwitter: @cyberzizoLinkedin: Fady Ramzy

Grazie!شكرا

12/04/2023E-mail Marketing