Date post: | 13-Jan-2015 |
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What’s it all about Benefits to your business The world of email marketing Making it effective Q & A
“Email marketing is a form of direct marketing which uses email as a means of
communicating commercial messages to an audience. With the purpose of enhancing the
relationship of an organisation with its contacts, email encourages customer loyalty
and repeat business.”
Email allows you to reach customers and keep them coming back. It’s great at;
Retention and relationship marketingMeasuring return on investment Ecommerce integration - proves email can be a vital source of traffic to your site
• Fully Managed Agency- Lower time investment- Higher cost
• Self-Service- Higher time investment- Lower cost
Consider
Your brand◦ Does plain text really represent your brand?
Technical capabilities◦ Domestic emails◦ Images◦ Attachments
Reporting
If you can’t measure it, you can’t manage
it!
If you can’t measure it, you can’t manage
it!
To make email effective you need to understand
Rules & regulationsStrategy and planningCreating relevanceDeliverabilityAnalysis of results
Privacy and Electronic Communications Regulations (2003)Anyone receiving your marketing must have
previously opted in. The only time opt in is not necessary is when;
- There is already an established relationship - - The products being promoted are of a similar
nature and - There is a valid and simple way to opt out on
receipt (meaning you must have a clear and simple “unsubscribe” link)
What do you want to achieve?
Brand awareness?Make sales?Relationship building?Event registration?
Design, content and outcomes
will differ depending on your aims and
objectives
Design, content and outcomes
will differ depending on your aims and
objectives
Essentially it boils down to…
Who you are you sending it to?What do you want to tell them?Why will they be interested?What do you expect them to do as a result?
80% of emails sent daily are spam Use a professional provider Use a recognised from and reply to
address ◦[email protected]
Be aware of trigger words and phrases Keep your text to image ratio 60:40
Email reports contain a number of important terms, which explain the results for each campaign. Use these to improve engagement
•Sent•Bounced•Delivered•Opened/Read•Clicks•Unsubscribes
Without data you can’t email anyone Start collecting now, even if you are
not sending◦ Use on and off line opt in methods
Remember the more you ask, the less sign ups you’ll get
Increase customer engagement through using email to join up marketing channels
Capture data through website “sign ups”Integrate with your online shopShare content on social media Broadcast website, blog, video or podcast contentEncourage feedback and interaction