Email marketing

Email marketing

Common features and benefits

  Builds customer engagement and loyalty

  Build relationships

Set goals

showcase products and services

Bring customers

Increase number of visitors

People must give permission for you to do email marketing.

Don’t overwhelm customers

Ask questions to know about customer interests

Educating customers about your products

build Contact list of loyal customers

Offer discounts

Show relevant content to customers

Get feedback from customers

Understand what went well, what didn’t go well

Say thanks

Engaging content helps grow loyal customers

Personalized content

Build email data: Name, Email, Contact number, Other information

Get people to subscribe / unsubscribe to your list.

Customizable forms to get subscribe.

Short / easy to complete

Get started with an email address

Examples: Cat list, Dog list

Template for email campaign

Ability to schedule email sending.

At what times customers are checking emails?

Track who is clicking your mails.

Track customer behaviour once they login

Helps provide personalized content

Crafting great marketing emails

Effective subject line of email – short and simple

Personalize / localize subject line.

Links to call to action

Bold text to highlight important message

Options for unsubscribe, update contact information. make it simple for customers to unsubscribe. this is good customer service.

Highlights

 Short and Strong subject link
 Concise content with fun and engaging content
 Include helpful links

Each email campaign teaches what works and what doesn’t.

Iterate, iterate, iterate. keep experimenting with subject lines, content, time of email dispatch till you hit sweet spot.

Over a period of time, better campaigns can be built.

managing successful email campaigns

Create better campaigns

A/B testing: create 2 versions of your email and send to different users to test which one works better.

-       Test different subject lines

-       Frequency of email delivery

See what your audience prefer and adjust.

Don’t send too many emails.

Ex: send monthly digest

     Test different versions

-       Use analytics to see which one works best

-       Creating relevant landing pages

Terminology:

Landing page: Home page of your business website.

Open rates: how many mails you send are being opend by customers.

Click through rate: How many mails opened are getting to second level ( call to action / next page etc)

Analytics: how customer is behaving after logging into your website. what content is engaging, how much time spent by different customers. this information helps re-work on better content / targeting etc. helps increase ROI.

Conversion optimization: increasing percentage of visitors who complete your goal.

Cost per click: the amount of money required to produce a single click on a digital advertisement

Action:

Write a simple marketing email.

Come up with different subject lines u can use to do A/B testing to choose between.

Links:

http://blog.hubspot.com/blog/tabid/6307/bid/32854/10-simply-awesome-examples-of-email-marketing.aspx

http://blog.hubspot.com/marketing/email-marketing-examples-list