The process of sending messages to a list of existing subscribers to share information, drive sales or create community. Email marketing is effective because there is a lot of people use email.
Effectiveness of email marketing
- Lifespan of email
- Insights
- Ease of use
- Number of email users
Different types of email marketing
- Acquisition emails – is sent to acquire new customers by offerings;
- Downloadable guides, product catalogs, PDF’s and free trials
- Glimpse of a new product or service
- Educational information
- E-cards
- Welcome emails – is sent out to brand new customers or subscribers. This happens during the consideration stage of marketing funnel. A good welcome email should include;
- Conversational and inviting tone
- Brief summary that tells customers what makes your brand unique or your brand story
- CTA
- Newsletter – an email sent to subscribers on a regular basis containing news and informational content relevant to the company and of interest to subscribers. This type of email is sent out during the consideration, conversion and loyalty stage of marketing funnel. Benefits of newsletters are;
- Use to advertise your product
- Build up trust and show your expertise
- Create lasting relationships with customers
- To inform and educate them
| Newsletters should include; |
| Mentions of trending topics, pop culture or current events Relevant content Clean and on-band design Catchy and clever writing |
- Promotional – email is sent out to inform your subscribers of your existing or new products or services. This happens during consideration and loyalty stage of marketing funnel. The goals of promotional email are;
- Speeding up the buying process
- Encouraging subscribers to take some kind of action
- Creating new or repeat customers
| Promotional email should be; |
| Keep the email focus on the promotion itself Announce the promotion in the subject line Keep it concise |
- Retention – is an email sent to a customer with the intent of keeping them as a customer. It fit into loyalty stage of marketing funnel.
Retention emails are all about timing. When sent at the right time, they can be incredibly effective. If you commit to sending them, you can keep more of your customers coming back again and again.
| Retention email should include; |
| A clear call to action Personalization email from the founder Empathetic and inviting language like “How was your experience?” |
Best practices for effective emails
Measuring and analyzing email marketing campaign results
Creating email mailing lists
Automate email marketing using tools
Marketers use ROI to evaluate the efficiency of an investment. If there is a high ROI, it is likely the campaign made a lot more money than it spent, and the campaign was effective.
Techniques
| SWOT | PESTLE |
| Strengths, Weaknesses, Opportunities and Threats | Political, Economic, Social, Legal and Environmental |
| Audit examines the internal context of your brand | Audit examines the external context of your brand that may affect a marketing strategy. |
A SWOT audit examines the internal
- SWOT – Strengths, Weaknesses, Opportunities, Threats
Do
- Prioritize quality over quantity
- Segment your list
- Test various formats, lengths, links and images in your emails.
Dont
- Spam
- Send the same emails to every subscriber
- Stick to the same format without testing anything new
Building mailing list
To build your mailing list, you must first generate lead.
How to build mailing list
- Website prompts
- Display ads
- Social ads
- Search engine marketing (SEM)
- Referrals
- Direct email marketing
Segmentation mailing list
Segmenting is the act of dividing an email subscriber list into smaller groups based on criteria like interests, location, engagement, or purchase history. When you segment email lists, you’re able to target and engage with different audiences so every subscriber gets content relevant to them with the goal of delivering better results for your business.
- Geography
- Location
- Climate
- Population
- Language
- Environment
- Psychographic characteristics
- Lifestyles
- Values
- Hobbies
- Demographic data
- Age
- Gender
- Income level
- Family status
- Behavioral data
- Purchasing habits
- Spending habits
- Browsing habits
- Loyalty to brand
- Engagement with website
Tool you can use for Email segmentation
Constant Contact
Constant Contact is an online marketing tool that offers many capabilities. This reading focuses on using Constant Contact for email segmentation. Constant Contact offers a 6 month free trial for Google Digital Marketing & E-commerce Certificate learners, so that you can practice using the tool during the following two activities.
