understanding email marketing
DESCRIPTION
Email marketing one of the very old type of marketing technique in the Online Business world is the premium service that can help businesses reach out to clients at a minimum cost and also help achieve amazing results.TRANSCRIPT
Understanding Email Marketing
Understanding Email Marketing Email marketing one of the very old type of marketing technique in the Online Business world is the premium service that can help businesses reach out to clients at a minimum cost and also help achieve amazing results. The key features of email marketing are:
Strategic approach
Email marketing should be carried out strategically which will help the business reach out to the recipients at the right time.
Planned email structure
Structure of an email plays a very important role in getting the message to the prospects on your mailing list.
Call to ActionThe email marketing should make use of the Call to Action with utmost priority. This is one of the aspects that can decide the fate of the money spent on these campaigns. The benefit of a well thought after CTA strategy can help accomplish the goal of the email campaign and thereby benefit the marketer.
DesigningLike any-other visual, the e-mailer sent out by a company / brand / individual should be pleasing to the eye and ensure user engagement so that lasting relationships are created with the prospects.
LanguageThe language in which the e-mailers are sent out should be carefully selected and segmented. The recipients which are from English speaking countries or who have specifically opted for English as their preferred language choice should be sent copies in the specified language only. Having an auto translator feature would also help get the language fixed.
Email campaign Objectives
Convert prospects to customers
Educate & informReinforce your brand Develop loyalty
Communicate with channels or other business partners
Viral marketingSubscription renewals Cross sell/up sell Drive web traffic
Email Marketing Tips
Define your goals and stay focussed
Spend time on your Subject Line. Use a grabbing headline or question in the subject to
get people to open it.
Keep your contact regular and ongoing, no less then 1 a month. Always focus on helping your
audience and you'll have a good response.Tailor your content - segment and personalise.
Get your subscribe process right and use incentives to increase
opt-in subscribers
Discuss your ideas with your web designer.
Build up a library of e-mailers, good and bad.
Test, Test, Test!
Approach copywriting as a customer.
Personalize every message, with a name if possible
Develop follow up messages based on behavior
Include user friendly instructions
Use both Text & HTML
Keep it brief Relevant creative Make sure your messages fit with your other marketing channels
Keep the subject line brief, and ensure your ‘From’ name is recognizable
If you need more detail – entice to a
website or microsite
Remind the recipients why
they are getting this email
Creating Value for Email Marketing
Strategy
Timing – Interval and Frequency
Creative
Integration – Use of other media?
Content Incentive – Value proposition Timing – Interval and Frequency
Attributes – use of header and subject lines
Landing pages – or microsites
Conversation – two way dialogue and social sharing
Email - Critical factors for success
